When the online car market reconstruction is carried out, can high -end travel leverage the big pattern?

On the evening of July 20, the Ministry of Transport announced the latest statistics from the online car supervision information interactive platform. As of June 30, 2022, a total of 277 online car rental platform companies across the country have obtained the operating permit for online car rental platforms, an increase of 3 month -on -month; the platform received a total of 636 million orders in June, an increase of 20.7%month -on -month.

The online car track is still crowded. From the aggregation platform, local platforms to high -end platforms, and to B service platforms, the large market share of the family cannot stop the offensive of the latecomers. With the improvement of the social environment, travel needs are recovering.

Since July, it coincides with a series of major events in the travel community. Compared with the basic needs of red, the golden gaps left by the giants are obviously more valuable.

High -end travel is one of them. This subdivision track has made BMW borders. Now there are still brands such as hats traveling, traveling, and enjoying travel. The market hustle and bustle, but there is a different lively here.

The first generation of water testingrs saw the goal wrong

High -end travel is not new. In 2018, ReachNow, the main high -end online car rental market, landed in Chengdu and shouted the slogan of "redefining special cars". Although it disappeared long before it, it seems that it has at least two of today's high -end travel players today:

First, emphasize the high -end hardware of the model. BMW ReachNow is a BMW Five Series; Yao Owan is made by Geely Unite Mercedes Benz. The models are mainly Mercedes -Benz E -Class cars, S -Class cars, V -Class MPVs, etc Lincoln Continental Continental's Elegant Edition; Levc London Electric Vehicle from Geely's Casino, using LeVC TX5 models. The brand is regarded as "the most professional taxi in the world". Facilities, etc.

Second, emphasize the high -end service of the driver. For example, BMW ReachNow once emphasized that his 200 drivers were trained in professional training; the travel housekeeper of the Yaozhi traveling must pass complicated training such as health check -up, public security back adjustment, theoretical knowledge testing, defensive driving test, confidentiality professional literacy training; Through 24 interview assessments, 3 interview tests, 3 customs clearance assessments, and 2 certification training, details have been required in the "active driving door, active standing", "one single and one clean", and even driving, turning, and other details.

This also basically shows that the necessary point of high -end travel is hardware+soft power. The same traits still exist in similar businesses such as Didi special cars. However, these vehicles first cost and maintenance costs are high, and the scale of business is limited. At the same time, there must be a high operating efficiency of bicycles in order to cover costs.

In fact, as early as the Guangzhou Asian Games in 2010 and the Hangzhou Disabled Persons Games in 2011, a number of British TX4s in various places were put into the travel market as a barrier -free cruise taxi. In the following years, it was also launched in Nanjing, Ningbo, Jinan, Shanghai and other cities.

However, because these vehicles are operating by taxi companies in various places, they lack effective planning and support in terms of customers and services, and they are often mistaken for people with disabilities. In addition, the high fuel consumption of this model is prominent. Therefore, most of the barrier -free taxis faded out of the historical stage after a few years, and the business model is worrying.

In contrast to the two phases, BMW and barrier -free taxis have formed a set of interesting comparisons: BMW uses high -end configuration as the heritage, hoping to create a high -end high -end vehicle travel model with strong commercial drive, but it seems that no target group is recognized; barrier -free obstacles; Taxi have high -end configuration and services, which are welcomed by some hardcore people, but it does not position itself as high -end travel. The main consumer groups are difficult groups travel. While carrying humanistic care, it is difficult to commercialize.

The first generation of water testists failed. BMW took the basic conditions of high -end travel as a target. Cabaled taxi -free taxis coincidentally touched the service door of the service. This is a period of chaos.

This misalignment comes from the mistakes of the operating concept. High -end travel is diverse and difficult to develop for a long time. Soon, some players discovered the problem, and the hats that "inherited" the characteristics of both parties were born. After the chaotic period of high -end travel, the hat hat uses TX4's replacement model TX5, which is directly operated by Levc London electric vehicle, clarified its own positioning, and realized the leap from a single impression from barrier -free taxis to high -end trains.

High -end standards are determined by demand and scenes

Before analyzing the heirs of high -end travel, a core issue surfaced: How is the high -end definition?

Obviously, advanced models and travel housekeepers are already standard. However, these high -end configurations are not enough to understand the spirit of high -end travel. Travel services are not luxury car rental, not just building a high -level sense by the car, the key lies in service. The service extends downward, the connotation is demand and scene.

In fact, the Hangzhou Transportation Bureau issued the "Technical Standards for Taxi Vehicle (Draft for Soliciting Opinions)" on July 13 to improve the hardware conditions of taxis. Combined with the news of a passenger in June this year's request to turn on the air conditioner, the hardware is always easy to guarantee, but the service is difficult.

Regarding how to do services, travel companies have their own understanding. In the Yangtze River Delta region with a large market share, there is a professional service called "Xue Xue special car", which is mainly aimed at the pain points of urban families to pick up children to go to school. The oversized space of the hat -haugble TX5 special car, the opposite ride, the slope pedal, the riding partition and the voice call system, etc., are a major feature in the China shared travel service market in China. However, the biggest feature of the hats travel is not these hardware innovation, but to achieve the integration and complementarity of early high -end travel concepts and barrier -free taxi advantages.

In addition to high -end scenarios such as business talks and corporate cars in the usual understanding, the hats travel, and include special needs such as travel, family travel, and parental travel in the service focus, and aim at the experience of temperature and humanistic care.

Therefore, different vehicle hardware and housekeeper services should not be high -end for the high -end, but on the basis of completing the shortcomings of the service, and extend to that part of the unsatisfactory and formed differentiated demand.

In other words, the core of high -end travel is not to use luxury cars and housekeepers to set up a daunting appearance and price of ordinary people, but to grasp the pain points of demand in key scenarios and provide ordinary travel service providers. Essence

This can also be seen from the operating method of the hat hat. In the TX4 era, taxi companies are barrier -free taxis operators, which has led to many problems. In the TX5 era, the hats travel directly leading operations, integrating high -end travel and barrier -free services. The car hat travel price is consistent with ordinary taxis when the street recruits, and does not set a high -end at a high price.

The overall brand operation can solve two major problems. The first is to locate high -end travel, take into account barrier -free travel services with temperature, eliminate stereotypes, and help normal commercialization. The second is that the brand is dominated, and has a clear plan for long -term development.

In the response to pine cones, the hats stated that compared with the high -end emphasis on high -end, the hats are actually more differentiated with differentiated travel services and experiences. For example Mode. Perhaps this unique interpretation of high -end travel can really make good services to more people, thereby ensuring business and humanistic balance.

Furthermore, the development of the travel industry must continue. Although the market share has a very styling momentum, the current service is very general -the basic business model of online car rental is based on "capacity+travel demand (mileage)". It is a kind of supply and demand matching that only meets the needs of travel. The reason why travel is homogeneity is because this connection lacks depth.

There are Haidilao, which focuses on differentiated services in the catering, but standardized franchise stores are the most widely commercialized harvesters. Now there are prefabricated dishes, turning catering into industrial consumption. For travel, the division of standardization and differentiation is inevitable. The key is that the two must be traveled peacefully, how to define the significance of the service and the division of future value.

The two major futures in the travel market, high -end travel against Robotaxi?

Based on cost and output, there are two development directions in the future.

One is to completely eliminate differentiation, such as customized vehicles and dividing service types, or using Robotaxi to maximize the cost of flatting costs. Companies such as Didi, Cao Cao, and other enterprises must control vehicles as an example. We see that C2C or B2C travel companies are trying to standardize its assets.

At the Baidu World Conference on July 21, Baidu released the Apollo RT6 without a steering wheel unmanned vehicle. The mass production cost was only one -tenth of the industry, and tens of thousands of vehicles were deployed across the country. On July 20, the Beijing High -level Autonomous Driving Demonstration Zone Work Office announced that it was officially opened to the first domestic unmanned travel service commercialization pilot, and Baidu and Xiaoma Zhixing became the first batch of promised enterprises.

For ordinary travel needs, this way is conducive to reducing costs. However, because the uncertainty caused by trying to avoid people and the brought by differentiation, the more standardized is destined to be farther away from the service with temperature.

Another development direction is the qualitative and pricing mode of (capacity+travel demand) X service, serving differentiation and high -end demand.

In this dimension, high -end vehicles can still standardize production and operation, and try to solve high cost problems. The significance of the service lies in the value of this business system: travel is only a means to meet the needs of user needs. If users are satisfied, they will be sticky and spread. This is not like the transportation industry, but a service industry based on transportation rules.

The hats travel believes that 90%of the people's daily travel demand has been guaranteed, but 10%of the special travel demand is not well met well. It takes more time and cost to obtain the same travel experience. Then, the effect of going to the basic travel needs of the "volume" is indeed better than the differentiated needs of people at a critical moment.

Finally, the value of the service comes from human needs and will never disappear. The main point of judging the value of high -end travel is what "service" can bring. From the two aspects, one is that the satisfactory service has brought about the expansion of the market size, and the other is to enrich the type of service to increase the added value.

Now, including the hats, all high -end travel services are facing the problem of market penetration. The defects of heavy assets must be required to only be stable in these travel companies, and the scale cannot be achieved overnight.

However, this also gives travel companies to deeply cultivate the opportunity to "travel+" ecology, especially in cities that have been deployed to create a localized effect, or continue to do deep services.At present, on behalf of the hats, there are already high -end travel companies or planning to join forces to join forces in hotels, flights, urban life services and other formats to try to achieve the true transformation from vehicles to travel.At the B -end, some companies are doing polymerization service platforms for online car rental. Perhaps, on the C -end, it is also possible to give birth to a "TAAS (TAXI As a Service, travel as service, and all the needs of the aggregate passengers from going out to the destination)"Serve.

Doing more cities and deepening services is to make different brand imprints for high -end travel.Human pursuit of high -quality services will not disappear, and the value of high -quality services will not disappear.Only from this perspective can we understand that the service satisfaction is not high is that the market exists "blank".For smart players, all vacancies are opportunities.

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