Can the bike -sharing of the price increase the business model?

Shen Bin/Wen's "shared bicycles can't afford to use" is becoming a new point of everyone. Recently, Meituan announced that the shared bicycle weekly card was adjusted from 10 yuan to 15 yuan; the monthly card was adjusted from 25 yuan to 35 yuan; the season card was adjusted from 75 yuan to 90 yuan. In January of this year, Harbin bicycle took the lead in rising the 7 -day card to 15 yuan for 7 days and 35 yuan. At present, shared bicycles have entered the era of 2 yuan. The question of public opinion is: "The bicycle is more expensive than the bus" bike sharing, will you ride?

The price of the bicycle sharing of the bicycle by default is the buses. It takes more than ten kilometers to drive 2 yuan or even cheaper. Why should the bicycle sharing ride for 5 minutes and 2 yuan for hundreds of meters?

But to be fair, from the function of buses and shared bicycles, it is complementary rather than alternative. What the shared bicycle is to solve is the last kilometer travel, from the door to the bus station, to the subway entrance. The buses and bicycles will not be replaced by price increases. For users, they will not give up because of price increases.

In addition, don't get used to capital subsidies under high development, forgetting shared bicycles is a business behavior, and buses are public services that get administrative subsidies in the city. Like Shanghai's buses, it has not increased at least more than ten years. The cost composition is not comparable in itself, just like a restaurant at the university cafeteria and the school gate.

Remember from 2016 to 2017, the shared bicycle station took off on the air outlet, and was sought after by capital. The "Rainbow War" with red orange and yellow and green was staged. Various apps seemed to use consumer use. Give money and ride a reward of about 1 yuan at a time. The Internet+industry, which has been shared by bicycles, has built its own Internet+foam from the beginning, and ran all the way on the Internet that subverts everything on the Internet. We saw that it had a tall building, and we looked at its building down, leaving a chicken hair. Ofo Xiaohuang's deposit that could never wait for it became a puppet.

The lively air outlet covers a basic fact: shared bicycle is renting a bicycle, and renting the car to cover the cost. This cost includes the cost of the bicycle, maintenance costs, APP and other platform costs, and business personnel costs. Consumers were previously allowed to ride at low prices because a person's new cost may be tens of yuan. Of course, it is cost -effective to pull new users with low -cost cycling. However, when the user enters the ceiling stage and develops into the bottleneck period, the new marketing costs naturally have to be amortized to each use of the user, and the price will become expensive.

In fact, the three giants in the industry are still doing at a loss. From 2018 to 2020, Harbin has a cumulative loss of 4.841 billion yuan. The cumulative losses of Mobike's wholly -owned acquisition of Meituan also have a cumulative loss of nearly 5 billion yuan. Didi's financial report shows that the green orange shared bicycle is still in a loss of 2021. After being stripped away from all kinds of imagination, can this business model that has not been out of this time before the price increase?

The so -called "from extravagance to frugality", which is accustomed to high subsidies, is difficult to accept price increases. This is probably a problem that often encountered in the "reduction era" in the future. "More expensive than a bus" is a vomiting, and it is also a collective emotion of society. On the one hand, the development of the bottleneck, the travel revolution, traffic entrance, and mobile advertising terminals given by bicycles have not been realized, but on the other hand, there are high operating costs.

In particular, the shared bicycle has fallen into the embarrassment of "excessive cleaning" from the previous "excessive launch". Recently, the Standing Committee of the Shanghai People's Congress carried out inspections of non -motorized vehicle safety law enforcement, and found that there was a "over -cleaning" phenomenon in the treatment of bicycle sharing of violations of bicycles, and nearly 1/3 of the bicycles have been detained for a long time. Some companies pay more than 100 million yuan in car pickups to third -party deduction companies each year, and some companies have more than 150,000 vehicles by third -party deductions in Shanghai. This problem is not just Shanghai, but Shanghai Fanjin faces this embarrassment.

Previously, the shared bicycles were put in and parked, which caused controversy in public opinion. Third -party cleanup (deduction) companies in various places. However, the result has formed a new interest game. The 1/3 bicycle has been detained for a long time. These idle assets further increase the operating costs of shared bicycle companies.

The tide is exhausted, where is the shared bicycle? From a macro level, it is necessary to locate the right to bicycle sharing in the field of municipal planning: it is used as a green travel method, and what responsibilities should we bear in the entire city of transportation (in European countries, it has a special policy tilt for bicycle travel) Intersection How to allocate the right? How many shared bicycles are allowed to go to the street? How to maintain the balance between the new forces of the sidewalk, motor vehicle rights and shared bicycles?

From the micro level, the shared bicycle has completed the horse racing circle, and the consumer's consumption habits have also been developed. The hidden cost of the previous expansion period must be significant, and the price increase is almost inevitable. Maybe now is the real life and death of shared bicycles, is it based on its own blood -run business model, or is it eliminated by the market?

(Author is senior media person)

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