In the face of aggressive bus services, many cities are preparing to launch a car rental market. In recent days, the traffic management departments of cities such as Beijing and Shanghai are studying the launch of the car rental market. As early as March 14 last year, the Guangzhou Municipal Government’s executive meeting proposed to invest at least 10,000 taxis before 2016, and the first batch of “contracted car rental†may be derived from the 10,000 taxi indicators. .
What is a car rental? As the name suggests, taxis that accept reservations only and cannot move on the street. Previously, the Transportation Authority of the Beijing Municipal Committee of Transportation disclosed that the special car market has reflected the needs of some people. Therefore, it is necessary to study the use of leased taxis to cope with high-end demand. Although car hire is not yet known in China, it is not new in many countries. One available statistic is that the number of taxis on New York City's roads is now over 10,000, but about 40,000 cars are rented, which is about three times that of traditional taxis.
So far, China does not have a car rental business that exists alone, but this does not mean that there is no car rental in China. Many cities, such as Shanghai, already have a very well-developed electric call system, which was rented as early as several years ago. The car has been equipped with a GPS system for taxi companies to deploy the capacity, can meet the needs of passengers at any time. In this sense, we might as well say that China's taxis are cruising cars and about rental cars.
Since this type of business has already existed in fact, why does the government have to start another car rental business? The direct reason is the challenge from the special car. The “special car†service launched by the Internet companies represented by DDT and Fast has attracted many consumers through the simple but brutal way of issuing coupons. It has swept the country for a short period of several months, against traditional taxi companies. The business has caused great pressure. There are even many taxis in cities that have been shut down in the near future. They are directly targeting the special car and believe that the special car has caused the taxi business to be difficult to do.
The traffic control departments of many cities have even determined that the special car is “illegal†by simple and brutal methods, and even punished it with a black car. Strictly speaking, those vehicles are obtained from the leasing company, the driver is provided by the labor service company, and the special car that operates in the form of a quadrilateral agreement is not a “black car†but a car rental agreement, except that the original car rental unit is calculated from "To change to "minutes." They are able to count units in minutes. It is very important to rely on the calculation of the mobile Internet.
Previously, I said in the article “Why Taxi Companies Can't Run Self-Contained?†“Because vehicles and drivers are relatively difficult to move, in the past, the shortest period of time for car rental industry was daily rent. The emergence of a special car broke the daily rent. In the form, time rent can enable the vehicle to go to the next task after completing a task, fully revitalize the idle vehicle, increase the vehicle usage rate, and reduce the idle rate. Due to the increased usage rate, for people who use only one vehicle, it is much more The price has been reduced.†The reason why the Internet special cars represented by DDD can seize the market in a short time is that they use mobile Internet technology to make the information between passengers and vehicles more compatible and the operational efficiency is greatly improved; It must be noted that changes in payment methods have made it possible for companies to manage taxi drivers and have greatly improved service levels.
Where are the efficiency improvements? We may wish to look at such a set of data first. For example, the largest taxi company in the country, Johnson & Johnson Holdings, had more than 5,000 rental cars by the end of 2013. According to its 2013 annual report, it recorded a total revenue of 637 million yuan in the current year, which was calculated in 5,000 vehicles. The income was RMB 174,400, equivalent to only 350 yuan per day. But if it is a special car, the revenue of more than 1,000 yuan a day is very common.
Of course, some people may also say that these rental vehicles have a low revenue, and one of the important reasons is that they have not implemented the same operating mechanism as the private cars, or they are mainly based on the daily rent. It is assumed that these rental vehicles will also be implemented like private cars in the future. The mode of operation changes the daily rent to hourly rent; or if the taxi company obtains an approximate rental license, it can change the current low revenue situation?
My judgment is not. Because of the special car service provided by internet companies like DDT, the most important feature is the possession of massive users. On January 22, a travel report was released and the report showed that the number of users who had already hit a taxi had exceeded 150 million. A platform has 150 million users. This number of users may not be what any taxi company can do. It should be noted that even with such a large number of users, there are more than 100,000 orders per day for the Droplet. Previously, Zhu Pingdou, the vice president of Didi Co., Ltd., disclosed in public that currently, the number of successful drops of daily orders for Didi's special vehicles is about 100,000 yuan, and the daily successful orders are about 150,000 yuan. If you count 100,000 orders per day, on average, every 1,500 users generate 1 order per day .
One obvious fact is that no one car rental company can own so many massive users. Like a lot of users, one factor that can't be ignored is the amount of subsidies that have been paid in the past year through celestial subsidies. Some people even analyze that there are billions of giants. Any of a taxi company can not invest so much money and can not get so many number of users, and of course also about a significant reduction in rental utilization. In fact, foreign experience has long proved that car rental cannot replace the special car service provided by Internet companies. Otherwise, it would be difficult to explain that the taxi software first appeared in the United States that had a huge amount of car rental.
We can even go further. Even if a car rental company is set up, these car rental companies will eventually have to pay their information services fees to these Internet companies. Why should you bow to these internet giants? As mentioned earlier, because DDT Company has 150 million users, only they can make a business guest from Shanghai enjoy a convenient car service in Beijing. Can you imagine a Shanghai guest knowing the phone number of a car rental company in Beijing? It is too difficult for a car rental company to establish a network all over the country. Their only easy way to deal with the mobile internet is to pay information service fees to companies that have already established a nationwide network, just like hotels across the country are required to pay for it like Ctrip, because the guests are subscribing to hotels through Ctrip instead of directly The hotel has contact, even if the guest knows the contact information of the hotel, he does not directly place orders at the hotel, or they must subscribe through Ctrip. Why Ctrip? This is because guests can compare the location, service and prices of different hotels, which cannot be provided by a single hotel.
If the above analysis is established, then we can even come to the conclusion that the current car service has been able to meet the travel needs of consumers, and the car rental service launched by each city is indeed a superfluous addition. In an inappropriate metaphor, this is like launching fixed-line services to home users in many economically underdeveloped regions. However, these families have already used more convenient mobile phones. An additional fixed-line phone will only increase their spending. Cost only. If each city’s car rental license is still franchised like a taxi, there is no doubt that the final result is increased costs: because in the vast majority of current cities, car leases do not implement franchising, without paying licenses, but taxis Needed.
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