With the injection of a new round of capital, the war situation in the shared bicycle market has become more intense. In particular, Mobike bikes and ofo bicycles accounted for 1.2 billion U.S. dollars in total financing for major shared bikes.
Market demand and user attitude
Judging from the current market repercussions, users are positive about sharing bicycles. The following figure shows the user’s attitude toward using a shared bicycle in the future:
70% of users indicated that they would use shared bicycles frequently in the future, 28.7% said they would use them occasionally, and only 1.2% said they would not use shared bicycles. It can be seen that the shared bicycle meets the user's rigid demand.
Departing from the station/subway station to reach the destination is the user's main usage scenario. From this, it can be deduced that office workers and student families are the main user groups and that time-saving is the goal.
Traffic jams have contributed to the cycling market. Most of the scenes of fitness and travel occurred in holidays. Users of the early adopter experience will be phased out as the market matures.
Riding distance within 5 kilometers occupies 91%, of which less than 3 kilometers occupy 61%. It is inferred that users do not want to choose a shared bicycle as a travel tool in a scene with a distance of more than 5 kilometers.
Combined with the user's usage scene and riding distance, the distance from the subway station or station within 5 kilometers of the distance is just the main requirement.
Cost and price
From the perspective of deposit, price and cost, ofo has a greater cost advantage than Moab. Because ofo's low cost, ofo is even worse than bicycles in terms of bicycle loss rate and damage rate.
However, with the same capital injection, OFO has the capital to win. In theory, ofo can expand more gameplay in the cost section.
Financing situation
The Moipul financing information is as follows:
Including investors such as Tencent, Foxconn, Ctrip, and Sequoia Capital, Mobai received more than US$500 million in financing.
The ofo financing information is as follows:
Including Didi Trip, Xiaomi Technology, CITIC Fund and other investors, ofo received more than 500 million US dollars of financing.
In this way, it can be seen that Mobai and ofo have equal positions in the eyes of investors. It is also because of the participation of DDT and Tencent that people think of the combination of drops and fast drops. It has been speculated that Mobike and ofo will merge.
Public sentiment index and brand strategy
As an intangible asset of a company, brands and public opinion play a key role in tangible assets. The main marketing techniques in the market mainly use advertising and news media. Although each channel entrance including WeChat Weibo plays an important role in marketing, the strategies used by Mobike and ofo in this respect are basically the same, so I will not elaborate too much on this.
On the other hand, Mobike's news-oriented marketing strategy and ofo's advertising-oriented marketing strategy. We compare:
Mobike’s investment in news has increased since February of 17 and has surpassed several levels of ofo. Until now (as of March 2017), Mobike’s news index reached 68 and ofo was only 18. Moab is far ahead ofo.
However, Baidu Index analysis, ofo Baidu index exceeded Mobike.
We observe the overall statistics, PC statistics and mobile statistics of Baidu Index below:
At the end of 2016 and February and March 2017, OFO’s index far exceeded that of MOBILE, but MOBILE’s growth rate of 20% exceeded the growth of OFO by 7%.
We look at the brand protection of Mobi and ofo, as shown below:
Mobike registered trademark 192, ofo registered trademark 3; Mobike patent 32, ofo 0. In terms of brand awareness, Mobba beats ofo.
Let's look at the related keywords of Mobi and ofo, as shown below:
Mobike and ofo complement each other and have strong correlation. Based on the ratio of 5% of Mobike and ofo's overlapping users, the proportion of users who pay attention to Mobike and ofo is a large proportion.
Process Design
In the process of use, both Mobike and Ofo have adopted a deposit and real-name authentication strategy, but ofo launched a deposit-free policy in combination with Alipay Sesame Credit.
The foundation of ofo comes from its bicycle cost and personal credit. I remember that the essence of the confrontation between Didi and Fast was the duel between Alipay and WeChat. Now, with regard to the construction of individual credit information, it seems that WeChat has not entered the market. Of course, these are off topic.
Obviously, in this duel, the strategy of collecting credits for the deposits gave too a try.
interface design
It can be said that the UI of Mobow and ofo are very similar. But there are also some differences in design concepts.
1. The concept of “customer service†is introduced in the lower right corner of Mobike; the concept of “reporting†is introduced in the lower right corner of ofo.
2. The activity information is displayed in the upper right corner of the OFO; MOBILE displays the search POI.
3. Mobike sets the red envelope activity button separately and does not set a separate page for the activity.
4, ofo APP starts faster than Mobhai. Obviously, ofo's programs are lighter.
customer satisfaction
As can be seen from the above chart, ofo's user satisfaction exceeds Mobby 6 percentage points, but the overall difference is not.
to sum up
To sum up, it is unlikely that a shared bicycle market will be dominated by a dominating bicycle market, but the competition between the two will produce healthy competition, which will ultimately drive the maturity of the shared bicycle market.
In the process of writing this article, I asked the opinion of an industry president (unannounced), saying:
A capital game, no technical content. Who can't kill anyone?
I strongly agree with this.
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