Huawei ’s online car ride faces Didi, success or failure geometry?

Author | Wang Xinxi

Source | Hot micro -reviews

Huawei, which stirred the wind in the automotive market, has now cut into the online car market. A few days ago, Huawei launched a "Petal Travel" public test version, which launched tests in Beijing, Shenzhen and Nanjing. Currently supports two options: Shouqi car rental and Shenzhou special car, providing four options: economy, comfort, business 6, and luxury.

From the perspective of PETAL travel, it is similar to the fast application of taxi such as Gaode, Baidu Map, and Meituan taxis, that is, the operating mode is based on the petals map as a polymer platform to integrate other online car platform or service provider Become a single platform.

Why should Huawei enter the online car, can they fight and change the market structure with Didi?

Why does Huawei do online car ride?

Although the online ride -hailing market has formed a unique pattern of Didi, the incremental space of the online car market still exists. According to a report released by the China Internet Information Center, as of December 2021, the number of users in my country reached 453 million, an increase of 87.33 million compared with December 2020, accounting for 43.9%of the overall netizens.

From the data point of view, the user base of the online car rental is less than half of the total size of the netizens, and there is a lot of room for incremental space. The mainstream users of the current online car rental are mainly young and middle -aged. The elderly are using products such as Didi taxi There are still obstacles to use.

Earlier survey reports showed that 74%of the elderly still beckoned on the side of the road; only 20%of the elderly who had used their mobile phones to call a car could be used to call the car independently. According to data released by CNNIC, as of December 2021, the size of elderly netizens 60 and above in my country reached 119 million.

Today, the number of online car rental platform companies is still increasing. According to statistics from the national online car supervision information platform, as of May 31, a total of 274 online car rental platform companies in the country have obtained the business license of the online car rental platform, an increase of 4; A total of 4.392 million driver permits were issued in various places and 1.762 million vehicle transportation certificates were issued, a month -on -month increase of 3.9%and 0.5%, respectively.

Many online car dating platforms are urgent to open the user market for the elderly. Not long ago, T3 travel issued the elderly's big data to drive to the outside world that among the elderly passengers who travel through T3, the elderly they call their car accounted for 30%, and more and more elderly people began to travel with T3.

From the perspective of industry development, after Didi got out of the shelves last year, I left the opportunity to grab food for other players in an empty window period. Meituan, Gaode, and T3 were seizing the opportunity window and crazy attacks.

At the time of highlights in the past, Didi once reached 90%of the market share, but after the listing of supervision, the removal of the APP, and the 274 online car platform, the market share of Didi from nearly 90%from nearly 90% It dropped to 70%, a drop of nearly 20%.

However, despite this, Didi still firmly occupies the first place in the online car market. Although the second echelon players such as the Shouqi T3 of the Gaodemei Group are stealing the online car market, the gap with Didi still exists.

The current online ride market pattern shows a state of unchanged. That is, the entire market's incremental space still exists, and Didi has shown a decline, which may let Huawei see the opportunity.

Huawei's entry means that Didi's rival is one more.

Huawei has the need to do ride -hailing.

Judging from Huawei's current state, due to chip sanctions, the consumer business with smartphones as its core shows a decline in the naked eye. In 2021, Huawei has always had a strong revenue of consumer business of 243.4 billion yuan, a year -on -year decrease of 49.6 %, The decline is nearly half.

Therefore, Huawei needs other businesses to fill the vacancy of profits. From the past two years, Huawei ’s diversified layout has a strong demand for expanding revenue. From the PC market, payment, map, cloud computing to smart cars, travel, etc., Huawei has been done.

Huawei does a ride -hailing car, instead of its closed -loop relationship from the operating system, map, payment, and travel platforms. Huawei after being sanctioned by the United States is more inclined to be autonomous in key links. Huawei's networking business is the iron triangle model of "entire vehicle+travel platform+autonomous driving". Traveling and payment is a key link in the closed loop of the business scenario. You cannot drop the chain.

Huawei has also been deployed early in the payment session. In April this year, Huawei Payment has been launched in the Huawei Wallet APP, covering the application of Huawei system and some third -party applications, and supports the binding of hundreds of bank cards.

On the one hand, PETAL travel can provide rich use scenarios and data for petal maps, and on the other hand, it also opened up a new scene for the promotion and expansion of its payment business.

From the perspective of the overall car networking business, the layout of Huawei has basically improved from mobile phones, chips, vehicle, operating systems, and Petal Maps.

One kind of conjecture is that Huawei integrates the positioning of mobile phones, cars and many sensors, etc., and enhances the frequency of users using petal maps through online car rental. As a result, Huawei can obtain more accurate map data to better serve Yu Huawei Autonomous Driving Technology.

At present, manufacturers such as Baidu, Gaode, and Siwei Map have established a certain barriers in the high -precision map industry. Through the layout of the travel platform, Huawei also wants to occupy a place in the high -precision map industry.

Therefore, Huawei has made a ride, from seeking profit to build a closed loop of business scenarios. The aggregation mode is suitable for Huawei, but the problem still exists

From the perspective of product experience and functions, Petal travels with Meituan and Gaode's high similarity, which are platform aggregation models, and there is no innovation in the product level. The so -called aggregation mode is to rely on the map software to bring together various online car platforms to provide information matching services. Simply put, users do not need to install a separate online car rental APP. Various online car rental platforms are aggregated through the taxi function of petal software. Users can perform taxi operations through map software.

The map service used in Petal's travel is the petals map of Huawei. This map software is also a car map of the M5 and the M7 of the questioning world. It has accumulated tens of millions of users and has expanded to more than 160 countries and regions.

The aggregation model is a light asset model that does not directly provide capacity. It only provides "matching" services for passengers and entry on the Internet.

Judging from the current situation of Huawei, the car business is already burning money. If the online taxi burn money through the subsidy mode, it may drag Huawei's main revenue. For Huawei A light mode to leverage the big market.

Secondly, for map software companies, by providing polymerization network car rental services, user stickiness can be enhanced and flowing. Although it may be a lot of money, it is a bit hopeful.

Third, the autonomy of Petal travel at the map infrastructure level helps to get rid of the constraints of other map manufacturers, ensure the underlying autonomy of the online car rental business, and do not worry about Baidu and Gaode map players. limit.

Overall, Huawei's layout of online dating is greater than the empty air. In particular, the advantages and topic effects of the Huawei brand are not available by other manufacturers. Consumers have a good trust in Huawei's brand. Huawei's advantage is that it can avoid the problem of cold startup. It can attract many fans of Huawei brand.

But despite this, for Huawei, how to achieve high -quality services and safety standards is the key to achieving consumer expectations, which is precisely the difficulty of Huawei to enter the bus.

Huawei is a polymerization platform, and it does not directly provide capacity, only "matching" services. In this way, there are also hidden dangers of security compliance.

Since 2022, third -party service providers who have access to the Internet of EMU aggregation have been punished repeatedly, and these penalties are derived from compliance issues. Because the aggregation platform is easy to access the service provided by the unqualified network car entry platform, it has caused the security and uncontrollable and the service experience is uneven. This is precisely the shortcomings currently facing Huawei.

Some people in the industry pointed out that some local competent authorities are confused about whether the online car aggregation platform needs to obtain online car aggregation platform. How to determine the relationship between the rights and obligations between the two? There are still many unclear things.

In February of this year, the General Office of the Ministry of Transport, the General Office of the Ministry of Industry and Information Technology jointly issued the "Notice on Strengthening the Related Works of Complete Supervision of the Full Chain in the Couplet Chain of the Taxi Industry" in the opening of the taxi industry. The entire chain of the vehicle industry is jointly supervised in the aftermath of the car industry. Didi Chuxing, Ruqi Travel, Sunshine Travel, Cao Cao Travel, Shouqi Emot, T3 Travel, etc. are interviewed by the local transportation bureau.

Therefore, from the perspective of compliance issues and policy problems in various cities in various places, online car rental is still a very complicated market, facing difficult progress in progress and uncertainty at the policy level. This needs to wait for the subsequent regulatory policies to be further improved, and the implementation of the aggregation model still has many problems that need to be solved.

What is the chance?

Despite how to achieve compliance, security and service stability, it is still a big test. Generally speaking, Huawei took a suitable time to get a ride -to be a suitable time -a group of heroes compete and dropped off. Entering the attack and retreat, it also strengthened the iron triangle of "entire vehicle+travel platform+autonomous driving".

It's just that because the aggregation platform and the online car rental platform are not in the same track, Huawei is more of a business with platform traffic matching. This business needs to be available. Essence

From a model, Huawei's competitors are actually Gaode, but Gaode's user base, market share, and influence are much larger than Huawei petals maps. As of now, there are at least 6 aggregation platforms such as Harbin Travel, Tick Travel, Meituan Taxi, Gaode Map, Ctrip taxi, but the most third -party brands accepted by Gaode Maps reached 9.

The competition of the map aggregation platform is still the competition of traffic. It is not easy for Huawei to rob the market with Gaode.

From the perspective of the online ride -hailing market structure, Didi has been rectifying for a year after a security review APP in July last year, and it has been more than a year. During this time, it is not possible to use Didi for a taxi user to take a taxi. From the perspective of Didi's decline in market share, other online car rental platforms have more divergent user bases that have been replaced over the past year.

After getting off the shelves for more than a year, it still maintains an absolute head status. Objectively, this extent means that the stock market that has been downloaded has basically stable, and the use of Didi Basic Displasia users have high stickiness. It still maintains the mental occupation of the user market of the online car market.

A few days ago, the National Internet Information Office was fined RMB 8.026 billion in accordance with laws and regulations such as the "Network Security Law", "Data Security Law", "Personal Information Protection Law" and "Administrative Penalty Law".It also means that the safety review based on Didi has come to an end. The facts of illegal illegal facts are clear that the punishment boots have settled, which is also a good kind of Didi.After completing the rectification, it may be a matter of time on the application store to the UPP.If the subsequent Didi resume download, with its new round of marketing subsidy strategies, the possibility of Didi market share still exists. Huawei still wants to grab food from Didi mouth, and it is still very difficult.

However, as a supplementary industry, online car rental can survive a profit in the market, which has a certain help for other business scenarios, even a success.With the increasing competitors in the online ride -hailing market, Didi's growth road is getting worse and worse.

Author: Wang Xinxi TMT senior commentator.

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