1, ***shang bicycle profit by deposit and pre-deposit fee
Using ***shang bicycle, the first to pay a deposit, and then to the platform to pre-deposit the car fee. The cost of riding the bike in the future is deducted from the recharged fare.
The deposit for Mobay is 299 yuan per person, for ofo bikes it is 99 yuan, for Xiaoming bikes it is 199 yuan, and for Yubai bikes it is 298 yuan. This is to ensure that users can use their bikes properly, and also to ensure that the lessor can be paid first in case of damage to the bike.
Collecting deposits from users is reasonable and legal, just as we all pay deposits when we rent a house or check into a hotel.
However, the deposit for traditional rental services is that when the user no longer rents a house or backs out of a room or bike booking, the deposit is refunded directly. But with ****sharing bikes like Mobay and ofo, the deposit stays under the control of the platform as long as the user doesn't apply for a deposit refund.
For the sake of convenience, it is impossible for users to apply for a deposit refund every time they finish using the bike and pay it the next time they use it. A large amount of deposit is left in the hands of the ****sharing bicycle enterprises. And in this "one person corresponds to a deposit" model, as long as the appropriate increase in vehicle deployment or specific areas to increase the deployment, can bring more registered users and deposit. This in fact has a certain amount of fund-raising or interest-free financing nature.
Article 213 of the Property Law states, "The pledgee has the right to collect the fruits of the pledged property, unless otherwise agreed in the contract." Just like that, the interest income or other fruits income generated by the deposit (such as buying financial products or speculating on stocks) are attributed to the bicycle platform.
Based on the data made public by AppAnnie, it looks like 5.12 million people are using Mobay's bikes every month. Each user pays a $299 deposit to estimate that Mobay receives deposits totaling $1.5 billion.
If a user is going to keep using Mobay's bikes, that $299 deposit he pays will always be held in Mobay's account. Until you return the deposit, it could theoretically make money with that money.
But the deposit itself is not part of Mobay's assets, so even if you use the money for financial management, you're generally buying capital-protected corporate financial products with low risk and short cycles offered by banks, trusts and other institutions.
Assuming that Mobay buys a 3-month corporate finance product from a bank, the annualized rate is about 4%. According to this calculation, Mobay's monthly earnings from this deposit is also about 5 million yuan.
Besides the deposit, the pre-deposit fee is also an important source of profit for ****sharing bike platforms. The large amount of pre-deposit fees absorbed can also be used to invest money.
So, the low price of using the bike rental is just the surface, and raising large sums of money for financial investment is the fundamental reason why these **** enjoy the bike frantically competing for the market. What's more, there is no threshold restriction on bicycle rental, as long as the number of registered users of the platform is large enough, there is a chance to become a brand new entrance-level platform.
2, the income of big data
For any Internet enterprise, through the operation of the user registration, learn a user's phone information, has been a great happiness.
"*** enjoy the bicycle" play, in your ass across the bicycle before, whether it is Mobay, or ofo, you have to put your phone number, real name, ID card number (to real-name authentication) are sent to the past - this is the users of the Incomparably harsh requirements, many users with a strong desire for privacy must be resisted, but "*** enjoy bike" with the need to solve the pain point of a one-time realization.
When the user's travel data accumulates to a certain amount, the data can be channeled to the merchant as a business decision to advertise. Through data scale analysis, it can help advertisers filter out a more accurate group audience and make purposeful advertising, thus helping advertisers to improve the conversion rate of target users, save advertising costs, and improve advertising efficiency.
If Mobay analyzes the rich data and gets a message, about 10% of the users who ride in Zhongguancun at noon every day may buy a cup of milk tea after lunch.
If there is a milk tea store in Zhongguancun, it takes 3 minutes to make a cup of milk tea, which is 20 cups per hour, and if it works at full capacity for 15 hours a day, the maximum output is 300 cups a day, and if each cup of milk tea is sold for 10 yuan, it can generate revenue of 3,000 yuan a day.
If the average daily milk tea store can only do 1/3 of the sales (taking into account factors such as tidal changes in crowd flow), then the average daily income of 1,000 yuan. After expenses such as rent, labor and material costs are removed, the daily profit is 500 yuan, or 15,000 per month.If Mobay can help the milk tea store analyze its data, it found that of all the milk tea drinkers in Zhongguancun, only about 10% have come to spend money in its store, which means that it still has 90% of the profit margin.
Now Mobay is saying, "I can help you do accurate targeted advertising and marketing, but you have to pay me an advertising fee, and with a discount on milk tea at 8 yuan a cup, I can help you make 2,000 yuan a day. Milk tea store will certainly cooperate, a small amount of advertising costs can be exchanged for an additional 1,000 yuan, profits rose 200%.
Why can Mobay do this? A: Tencent invested in Mobay. WeChat payment has opened up 90% of the offline online payment scenes, WeChat needs to enrich the last kilometer infusion capacity in these scenes, so as to make the payment traffic bigger.
And can provide WeChat last kilometer infusion, must be a can draw people's travel data refinement map level application, this aspect happens to be Tencent missing.
Mobay has helped Tencent draw this rich map, and the founder of Mobay played a 24-hour-a-day travel map drawn by Mobay during a speech, and the amount of fine data can be seen in the map is amazing.
With this map, coupled with Tencent's WeChat Pay, it is possible to run through the "milk tea store revenue" scenario I described above.
3, advertising revenue
***The main advertising position of the bike has two: one is the page advertising in the APP. The loading of its APP is enough to generate the corresponding advertising effect, the start-up interface, built-in advertising are ways to create profits, and later can be implanted in the APP points mall, and other manufacturers to cooperate in the exchange of gifts; the second is the advertising of the bicycle body.
Advertising is the biggest profit point of many Internet products, when the user generates a certain scale, this will also become a revenue of *** enjoy bike.
4, daily operating income
Use once 0.75, first-tier cities ride 3 times a day, the number of 450,000, plus second-tier cities 2 times a day, 650,000, the result is 2 million a day. Combined, that's 730 million a year in revenue.
Mobay: 1 yuan per half hour, less than half an hour by half an hour; ofo: if not then charge 1 yuan per half an hour, less than half an hour by half an hour; small blue bicycle: charge 50 cents per half an hour, less than half an hour by half an hour; small ming bicycle: charge 1 yuan per half an hour, less than half an hour by half an hour. But how many people can ride for half an hour or an hour?
5, government subsidies
To integrate the existing public **** bike in each city, to obtain the support of the local government.
The network said that, in addition to Hangzhou, other cities in the city bike has actually been in the red, and every year to spend a large amount of revenue to support. *** enjoy the bike can cooperate with the local government, the local *** enjoy the bike market into a government-enterprise joint transportation mode (can be part of the *** enjoy the bike market), at least you can collect the existing local public *** bicycle, plus the locks into the app can be unlocked and borrowed along with the return of the stakeless *** enjoy the bike, on the one hand, you can save a lot of vehicle investment costs, and on the other hand, you can also provide auxiliary for the municipal building The power to add to the performance of the local government, to gain not only market share, but also policy support, with the local government support, the local **** enjoy the bicycle market competition barriers have been established half.
All in all, although at present, **** enjoy the bike market is not in a large-scale profitability, or still in the stage of spending money, with capital money to do large-scale and brand. But this should not be just a game of capital, pay more attention to the product, user experience and offline operation in order to achieve long-term sustainable development.