Is the bicycle -sharing price increase again?Meituan bicycles have increased prices, up to 50%

The bike sharing has increased again!

Recently, the price increase of Meituan bicycles has attracted widespread attention from netizens. After the price increase, the 7 -day card of Meituan's 7 -day card rose by 50%, the 30 -day non -discount price rose 33.3%, and the 90 -day discount card rose by 50%, which increased by 5 yuan, 10 yuan, and 30 yuan, respectively.

As for the reason for price increases, it is still familiar "increased hardware and operation and maintenance costs."

In 2019, after the subsidy war ended, a number of bicycle -sharing brands have been collectively increased for one round, and many brands have risen from 1 yuan/half an hour to 1.5 yuan/half an hour.

The price increase of Meituan bicycles may indicate the entry of shared bicycles into a new round of price increase!

The profit model is single, shared bicycle companies are in danger

From September 2016, when Mobike and ofo entered the market, its profit model was "deposit"+"timing charging" model, but with 2018, ofo exploded, today's shared bicycle three giants, Haru, Meituan, Di Di Du Du launched the "deposit -free" cycling model. The main profit model also transformed from a "deposit" model that can quickly supplement funds to the enterprise to a single profit model that rely on "timing charges", although from the beginning of 0.5 yuan/ In half an hour, the price of the shared bicycle is rising at the current one -hour fee of 3.5 yuan to 4 yuan, but from the latest financial data, the three giants are in a loss state.

The first Yongan Bank Annual Report, the first bicycle sharing of public bicycle business with the main government, shows that in 2021, the company realized revenue of 873 million yuan, an increase of 0.04%year -on -year; It seems to be the worst year since its listing in 2017. In the first quarter of this year, Yongan Bank's performance continued to decline, with operating income of 170 million yuan, a year -on -year decrease of 15.88%; net profit of home mother was 12.37 million yuan, a year -on -year decrease of 57.33%.

Yongan Bank said that one of the main reasons for the decline in profit last year was the decrease in new investment income to Harbin Travel in 2021, the exchange rate change in 2021 and the adjustment of income tax rates in 2020. According to the Finance News Agency, people from Yongan Bank said that although Yong'an Bank and Harbin Travel will not merge the statements, the dilemma encountered in Harbin Travel still dragged Yongan Xingxing's performance to a certain extent.

The prospectus of the Haruka bicycle shows that from 2018 to the first quarter of 2021, it has been in a state of losses. From 2018 to 2020, the total loss of 3.841 billion yuan in three years, the maximum annual loss of more than 2 billion yuan. Mobike, which was wholly-owned by Meituan, has a cumulative loss of nearly 5 billion yuan from 2018 to 2020. Didi's 2021 financial report data shows that the green oranges shared bicycles are divided into 30 billion "other businesses" losses.

The price of raw materials rises, and the shared bicycle companies worsen the snow

According to the latest data released by the China Bicycle Association, the prices of upstream raw materials upstream of bicycles increased by more than 10%year -on -year in the first quarter of this year, and the pressure of raw materials rose is being transmitted from bicycle manufacturing companies to downstream. In the face of industries that are also in the industry with rising raw material costs, there are bicycle manufacturing companies and shared bicycle companies, but the impact is very different. It can be called "different lives."

Thanks to the prevalence of "cycling heat" in recent years, sales of bicycle companies have risen sharply, and related income performance is bright. In 2021, Shanghai Phoenix's revenue of Shanghai Phoenix, one of the leading companies in the bicycle industry, approximately 2.058 billion yuan, an increase of 49.59%year -on -year; net profit attributable to the mother was 104 million yuan, an increase of 71.26%year -on -year. In the first quarter of this year, Shanghai Phoenix realized revenue of 414 million yuan, a year -on -year decrease of 23.40%, but the net profit of homemates still grew year -on -year, with a growth rate of 14.70%.

The growth momentum of Jiuqi, which is engaged in the design, research and development, production and sales of bicycles and its parts and parts, is also very strong. In 2021, the revenue of approximately 3.70 billion yuan, an increase of 62.31%year -on -year. In the first quarter of this year, Jiuqi shares achieved revenue of 774 million yuan, an increase of 3.31%year -on -year; net profit of home mother was 42.483 million yuan, a year -on -year increase of 27.41%.

The severe out -of -stock Giant Group's sales in 2021 were NT $ 81.8 billion (about 18 billion yuan), an increase of 17%year -on -year.

For shared bicycle companies, the cost of shared bicycles includes two parts, operating costs and production costs. The operating cost is mainly in personnel management. 1,000 vehicles are generally equipped with about 10 people, and the expenses are not small. The cost of production is mainly the cost of the body and parts. Due to the frequent use of bicycles and the depreciation rate of parts, the increase in material rising means rising costs.

The higher the cost, the lower the profit. The "deposit" income is the big cake, and the change in the cost of the upstream raw material is superimposed. The price increase may be the choice of shared bicycles.

In addition, the foundation of bike sharing can increase the price increases from the decline in industry competition. Since the OFO defeat, the industry has begun to bankruptcy and integration. Capital does not dare to increase investment here, which also makes several survivors in the bicycle sharing market dare to increase prices at this time. Because the market structure is almost set, survivors need to increase the company's cash flow level through price increases. Only by the company can survive can they have the opportunity to build a more efficient business model framework on this basis.

However, whether this behavior can be accepted by consumers and whether it can effectively alleviate the profitability of the enterprise, it still needs to be verified by the market.This is the best era and the worst era. With capital thinking and innovation models, the world is your stage!

In the new business world, there are no eliminated industries. Only the eliminated products and outdated business models will focus on product innovation and model innovation in the future.

If a company or a boss, if the shortage of innovation ability is destined to be defeated in advance, please remember that there is no innovation, how can you have imagination!

Reference article: "Behind Meituan Bicycles announced the price increase: bicycles and bicycle sharing companies with ice and fire"

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