Can the little yellow car tu≤< εrn yellow?
From：
Tech Company Date：06-05 Belong to：Industry Trends
In the rumors and re'>α≥futation of rumors, the↑↔ yellow car shows the ups a↓∑nd downs of the bicycle sharing ♦•↕industry.
It is not the first time that£±¥ the news about the tight financial cha®™¥♣in of small yellow cars has been sδ↓¶pread out. In rumors and re←futations, xiaohuangche ✔¥✘∞shows the ups and downs of the b ✔←icycle sharing indus&§try.
On June 4, media reports saidαβγ that ofo small yellβ↑βow cars were facing difficulties such≠♦✔ as tight capital chaδγin and large-scale lπ¥₩ayoffs. The number of layoffs this tiγ★me will be the largest in the hi←☆↔story of ofo, with the overall lay∏Ωoff rate of the headquar∏→ σters reaching 50%, and there is a ε→→possibility of further ★₩♦÷expansion. The layoff£¥•αs involve all of the business ♦ ♥lines of ofo, including business tea↕ ms and functional departments. Among §₩♥them, there are 80 people in the©↑™γ supply chain team, and the layof ☆ f rate is 60%, which means that ≤>only 32 people are reπtained in the supply chain.
At the same time, there will ♠"☆be dramatic changes in management. Zha>₽Ω"ng Yanqi, head of overseas marketingγ×'', left the company and the w$↑hole overseas departm→♠ent was dissolved. At theαφ same time, senior vice president Nan ←<Nan in charge of marketing ₹§and public relations business aφ★nd Yang Xun, director of publi'™σ≠c relations content, also lef♣&t the company.
Overseas business will not be scra♣£÷€pped
In response to this, an internal" ≤δ employee of ofo told first f∞∏"☆inance that Nannan had indeed ₽ left, but mainly for♥≈ personal reasons. Zha∞↑✔★ng Yanqi has not left the com'₽λ☆pany. Recently, there has been a maj∏♥Ωor organizational restruct$↔uring within the com★&>≤pany, and Zhang Yanqi may be≥Ω' responsible for the blockcha♦φ$₽in business.
The company has not heard about ∏↕the large-scale layoff§®>↑s of the company. Judgingδ&↔ from the company's large wechatΩ↑ group, the number of employees ₩"₽∞has increased from about 3000 t±♦÷γo about 2800 since the Chinese Ne<↔>w Year. There is no rπ®✔eported proportion of layoffs. &Thλ•♦e above employees toldσ♦ first finance.
Immediately after the incident, ofo co-λ≠ founder Yu Xin responded§∏ in the circle of fri®∑✘→ends, saying that the €→δγnews of COO's resδ★★ignation was inconsistent∞± and the dissolution of overseas♦∞ε business was untrue. With regard to th≥÷σe issue of layoffs mentioned in the re <port, Yu Xin said that ★✘∑✔it was not easy to clarify •☆the matter, and it was∏ only given time to prove that there w∏§÷®as someone behind the ®→matter. Yang Xun, one of the ✔πparties involved in the rumor, also rσ≤←esponded in the circl₹↔e of friends, saying that he did ✘₽not leave his post.
Although the ofo side denieΩ→♣¶s the management earthquake and large→©∑"-scale layoffs, from the discord bε♠₽ etween ofo and Didi, the departure of₩↓® three senior executives to ofo ≈≥bypassing didi mortgage b©∑↕£ike to borrow 1.77 billion yuan fδφrom Alibaba for blood su★✔★γpplement, and the rejection of Didi'£§→;s acquisition offer was exposed tΩ<o pay cuts and layofαγ fs, reflecting the fina✔£αncial and operational pressure of ♦£¥ ofo to a certain extent.
No matter whether it is♥¶≈ the bankruptcy fate of Xiaola₹↔✔™n and Xiaoming bicycle≥↑ ∞, or Moby's ultimate & qu♥≥≤↓ot; arm can't twist the thigh &∞• γamp; quot;, there is no clear profit mo<♠del and positive cash β✘✔flow, which makes it difficult♠£∑$ for bike sharing enterpri±¶'εses to operate independently¥ ♥↓.
In the early days of bi♣€ke sharing, the founding team aα↕®nd even investors once ♦★¥↕believed that the cost <¶could be recovered and profits could b±®®e realized by relyin♣≥g on rent. Dai Wei, founder ofβ™✘π ofo, once calculated an account:∑≤₩ at present, each car can bring ab→ ≥←out 5-10 yuan of income₽δ, and the cost of ofo bicycle σis less than 300 yuan. If the deprδ φeciation is calculated acc↕••ording to the 12-month scrap↕©®ping, the daily depreciation is l→→ess than 1 yuan. Each operation 'β and maintenance personnel is reΩ♠≥sponsible for about 300 vehicles, w÷≥ith a daily salary of 100 ☆yuan, and the cost of a da ♣>αy is less than 1 yuan. Overa'★'"ll, the gross profit is 70% ~ 80% a✘∏∑bout.
But with the help of capital, th∞↑€×e change parameters in the re₩•al competition field are far more compl₹★✔βicated than this account.
After several bicycle companies have ↔₹₹launched "deposit fr≈←εee" and "free" models,¶®✘♥ it is not realistic to make profits o₹₹αnly by rent. &"Bike≠★ sharing business model is establish≥•ed, but the valuation iσ&s too high. In the abse♦∑§nce of management, ren↕←£ t free mode is diffic♣÷ult to continue in the firs¥©≠t and second tier cities, and th≠'e deposit run is als¥'←o very serious. &The former C¥®β'EO of Xiaoming bicycle, Chen Yuying, oπ nce told first finance and econ'✔≥"omics.
Capital tightening, high management"σ, operation and maintenance costs,γ≤≥↕ only relying on a single rent∞∑ income is difficult to bring consi'★↓derable profits. After the new year, ¥✔∞"Moby and ofo yellow cars stopped ≥πthe price war. Ofo even launche♠<d commercial car body ads and launch•&λ♦ed open screen ads o∏•₹n app.
According to the publi↓εcation examples, the♥✘ resource data provided± by ofo is & quot; 15 mill<← βion bicycles, covering 250 million user∏¶γs & quot; while the advertising↑★ price of brand customized body £¶is 2000 yuan / month, and the☆₽ open screen advertising pricε∞¥>e is 100-120 yuan, starting from 1000£✘≈cpm. On the pulse of₽₩✔ the third-party wor♥≤✔¶kplace social software, the'✔✘ reporter also found that₹φ→§ there are many employees of ₽>∞ofo B2B business unit iβ§n promoting advertising business.
But in the actual promot≠♣≠€ion, the brand owners are still worried∏∏₹φ about the effect of car ♥↔®'body advertising. &¥;"On the one hand, the advertisingλ♥↔ space is relatively narro± ±w. Many sharing bicycl♦₽es parked on the roadside"✔ are covered with psoriasis advertΩ∑∑isements, which will reduce the eff€≤$↓ect. At the same tim←☆e, mobile advertising should also cons•≈>ider the environmental sa™§™fety of the brand. &A seα♥nior advertising figure tδ"↑old reporters.
The more direct risk ≈comes from the policy. Cit§λ ¥ies including Beijing and Shan'φghai have already bann&∏§±ed commercial advertisements on ve¶→"hicles. The revenue growth ≈★brought by advertisements is not optimi♣ φ stic.
Hand to hand
New changes are brewing in theγ♥£★ bike sharing market,∑★₽ among which giants are the bigge"β≠st variable.
Harrow bicycle, which was also investe←±d by Ali department, once again receive↑✘d an investment of 2 billion yu♠ →an from ant financial s×↑₽ervices. According to the an≥©♥nouncement of Yong'an banφσ♥k, the joint-stock company's low-c÷✘arbon technology has obtained★↕ a capital increase of¶¥÷↓ 2.06 billion yuan, of which S→↔hanghai Yunxin, a wholly-owned subsi₹←©diary of ant financia<₹♣→l services, will increase its shareholγσ★ding ratio of low-carbon te©"εchnology from 27.6% to 36Ω¥.7%; Yong'an bank's share®✘holding ratio will decrease from 10.2★✔ε% to 8.9%, which is ∏the second largest shareholder, and the>×♠ overall valuation of low-carbon techn¶±ology is no less than 14.3%6∞$&8 million US dollars.
Low carbon technology is the ma≈ ≥ in operating body after the δ™≤¥merger of harrow bicycle and Yong&εα#39;an bank. In the past half "≤a year, harrow bicycle has complet€£ed four rounds of financin φ∏g, with a total financing ∏♠$amount of more than 1.5 billion US do'">llars. The scale and speed of $±financing are in sharp contrast©↓α with that of the wh ≈ole industry. Ant financi∏§★al services led the investment in ♥three rounds of financi♣εεδng, becoming the largest shareholder o₽f harrow bicycle.
After missing the traffic entrance brouβ<ght by the taxi fight, Ali will not mi±©∑§ss the huge offline scene of bi$©cycle. Since March, harrow bicycl₹¶$e has adopted a national sesame credit ←™deposit free strategy, which hσ←¥as become an important tool for Al←♣ i to promote payment tools. Frφ∑om the industry's po$♥int of view, as two important pi→↕↑↔eces of Ali family↑λ ♣9;s bicycle sharing,≥←≈ ant financial service's φγσ→frequent blessing on harrow's bicyc'∏le has promoted its strategic β•♦♦position.
On the other hand, ofo, which has≈σφ¶ been seeking independent deve©γ¥lopment, is trying to establish its ownΩ← credit system. Previousδly, ofo and sesame credit co σ operated to launch a credit depos∑'≥it free policy in 25 →♥<cities across the country. Now, only 5 ©↕→δcities, including Shanghaiγ✔←, Hangzhou, Guangzhou, β♠α↓Shenzhen and Xiamen, can use≈εΩ≥ the credit deposit free policy. In 'other cities, users need to buy 95 yuan•® & amp; welfare p•✘ackage & amp; before they can co₹™ntinue to enjoy the deposit fr✔©ee service. The 95 yuan &a₩↕mp; amp; welfare package &a¥ mp; nbsp; is directly charged ™ into the account balance.¥↔¥ After consumption, uε≤™sers need to purchase again.
It is not the first time that£±¥ the news about the tight financial cha®™¥♣in of small yellow cars has been sδ↓¶pread out. In rumors and re←futations, xiaohuangche ✔¥✘∞shows the ups and downs of the b ✔←icycle sharing indus&§try.
On June 4, media reports saidαβγ that ofo small yellβ↑βow cars were facing difficulties such≠♦✔ as tight capital chaδγin and large-scale lπ¥₩ayoffs. The number of layoffs this tiγ★me will be the largest in the hi←☆↔story of ofo, with the overall lay∏Ωoff rate of the headquar∏→ σters reaching 50%, and there is a ε→→possibility of further ★₩♦÷expansion. The layoff£¥•αs involve all of the business ♦ ♥lines of ofo, including business tea↕ ms and functional departments. Among §₩♥them, there are 80 people in the©↑™γ supply chain team, and the layof ☆ f rate is 60%, which means that ≤>only 32 people are reπtained in the supply chain.
At the same time, there will ♠"☆be dramatic changes in management. Zha>₽Ω"ng Yanqi, head of overseas marketingγ×'', left the company and the w$↑hole overseas departm→♠ent was dissolved. At theαφ same time, senior vice president Nan ←<Nan in charge of marketing ₹§and public relations business aφ★nd Yang Xun, director of publi'™σ≠c relations content, also lef♣&t the company.
Overseas business will not be scra♣£÷€pped
In response to this, an internal" ≤δ employee of ofo told first f∞∏"☆inance that Nannan had indeed ₽ left, but mainly for♥≈ personal reasons. Zha∞↑✔★ng Yanqi has not left the com'₽λ☆pany. Recently, there has been a maj∏♥Ωor organizational restruct$↔uring within the com★&>≤pany, and Zhang Yanqi may be≥Ω' responsible for the blockcha♦φ$₽in business.
The company has not heard about ∏↕the large-scale layoff§®>↑s of the company. Judgingδ&↔ from the company's large wechatΩ↑ group, the number of employees ₩"₽∞has increased from about 3000 t±♦÷γo about 2800 since the Chinese Ne<↔>w Year. There is no rπ®✔eported proportion of layoffs. &Thλ•♦e above employees toldσ♦ first finance.
Immediately after the incident, ofo co-λ≠ founder Yu Xin responded§∏ in the circle of fri®∑✘→ends, saying that the €→δγnews of COO's resδ★★ignation was inconsistent∞± and the dissolution of overseas♦∞ε business was untrue. With regard to th≥÷σe issue of layoffs mentioned in the re <port, Yu Xin said that ★✘∑✔it was not easy to clarify •☆the matter, and it was∏ only given time to prove that there w∏§÷®as someone behind the ®→matter. Yang Xun, one of the ✔πparties involved in the rumor, also rσ≤←esponded in the circl₹↔e of friends, saying that he did ✘₽not leave his post.
Although the ofo side denieΩ→♣¶s the management earthquake and large→©∑"-scale layoffs, from the discord bε♠₽ etween ofo and Didi, the departure of₩↓® three senior executives to ofo ≈≥bypassing didi mortgage b©∑↕£ike to borrow 1.77 billion yuan fδφrom Alibaba for blood su★✔★γpplement, and the rejection of Didi'£§→;s acquisition offer was exposed tΩ<o pay cuts and layofαγ fs, reflecting the fina✔£αncial and operational pressure of ♦£¥ ofo to a certain extent.
No matter whether it is♥¶≈ the bankruptcy fate of Xiaola₹↔✔™n and Xiaoming bicycle≥↑ ∞, or Moby's ultimate & qu♥≥≤↓ot; arm can't twist the thigh &∞• γamp; quot;, there is no clear profit mo<♠del and positive cash β✘✔flow, which makes it difficult♠£∑$ for bike sharing enterpri±¶'εses to operate independently¥ ♥↓.
In the early days of bi♣€ke sharing, the founding team aα↕®nd even investors once ♦★¥↕believed that the cost <¶could be recovered and profits could b±®®e realized by relyin♣≥g on rent. Dai Wei, founder ofβ™✘π ofo, once calculated an account:∑≤₩ at present, each car can bring ab→ ≥←out 5-10 yuan of income₽δ, and the cost of ofo bicycle σis less than 300 yuan. If the deprδ φeciation is calculated acc↕••ording to the 12-month scrap↕©®ping, the daily depreciation is l→→ess than 1 yuan. Each operation 'β and maintenance personnel is reΩ♠≥sponsible for about 300 vehicles, w÷≥ith a daily salary of 100 ☆yuan, and the cost of a da ♣>αy is less than 1 yuan. Overa'★'"ll, the gross profit is 70% ~ 80% a✘∏∑bout.
But with the help of capital, th∞↑€×e change parameters in the re₩•al competition field are far more compl₹★✔βicated than this account.
After several bicycle companies have ↔₹₹launched "deposit fr≈←εee" and "free" models,¶®✘♥ it is not realistic to make profits o₹₹αnly by rent. &"Bike≠★ sharing business model is establish≥•ed, but the valuation iσ&s too high. In the abse♦∑§nce of management, ren↕←£ t free mode is diffic♣÷ult to continue in the firs¥©≠t and second tier cities, and th≠'e deposit run is als¥'←o very serious. &The former C¥®β'EO of Xiaoming bicycle, Chen Yuying, oπ nce told first finance and econ'✔≥"omics.
Capital tightening, high management"σ, operation and maintenance costs,γ≤≥↕ only relying on a single rent∞∑ income is difficult to bring consi'★↓derable profits. After the new year, ¥✔∞"Moby and ofo yellow cars stopped ≥πthe price war. Ofo even launche♠<d commercial car body ads and launch•&λ♦ed open screen ads o∏•₹n app.
According to the publi↓εcation examples, the♥✘ resource data provided± by ofo is & quot; 15 mill<← βion bicycles, covering 250 million user∏¶γs & quot; while the advertising↑★ price of brand customized body £¶is 2000 yuan / month, and the☆₽ open screen advertising pricε∞¥>e is 100-120 yuan, starting from 1000£✘≈cpm. On the pulse of₽₩✔ the third-party wor♥≤✔¶kplace social software, the'✔✘ reporter also found that₹φ→§ there are many employees of ₽>∞ofo B2B business unit iβ§n promoting advertising business.
But in the actual promot≠♣≠€ion, the brand owners are still worried∏∏₹φ about the effect of car ♥↔®'body advertising. &¥;"On the one hand, the advertisingλ♥↔ space is relatively narro± ±w. Many sharing bicycl♦₽es parked on the roadside"✔ are covered with psoriasis advertΩ∑∑isements, which will reduce the eff€≤$↓ect. At the same tim←☆e, mobile advertising should also cons•≈>ider the environmental sa™§™fety of the brand. &A seα♥nior advertising figure tδ"↑old reporters.
The more direct risk ≈comes from the policy. Cit§λ ¥ies including Beijing and Shan'φghai have already bann&∏§±ed commercial advertisements on ve¶→"hicles. The revenue growth ≈★brought by advertisements is not optimi♣ φ stic.
Hand to hand
New changes are brewing in theγ♥£★ bike sharing market,∑★₽ among which giants are the bigge"β≠st variable.
Harrow bicycle, which was also investe←±d by Ali department, once again receive↑✘d an investment of 2 billion yu♠ →an from ant financial s×↑₽ervices. According to the an≥©♥nouncement of Yong'an banφσ♥k, the joint-stock company's low-c÷✘arbon technology has obtained★↕ a capital increase of¶¥÷↓ 2.06 billion yuan, of which S→↔hanghai Yunxin, a wholly-owned subsi₹←©diary of ant financia<₹♣→l services, will increase its shareholγσ★ding ratio of low-carbon te©"εchnology from 27.6% to 36Ω¥.7%; Yong'an bank's share®✘holding ratio will decrease from 10.2★✔ε% to 8.9%, which is ∏the second largest shareholder, and the>×♠ overall valuation of low-carbon techn¶±ology is no less than 14.3%6∞$&8 million US dollars.
Low carbon technology is the ma≈ ≥ in operating body after the δ™≤¥merger of harrow bicycle and Yong&εα#39;an bank. In the past half "≤a year, harrow bicycle has complet€£ed four rounds of financin φ∏g, with a total financing ∏♠$amount of more than 1.5 billion US do'">llars. The scale and speed of $±financing are in sharp contrast©↓α with that of the wh ≈ole industry. Ant financi∏§★al services led the investment in ♥three rounds of financi♣εεδng, becoming the largest shareholder o₽f harrow bicycle.
After missing the traffic entrance brouβ<ght by the taxi fight, Ali will not mi±©∑§ss the huge offline scene of bi$©cycle. Since March, harrow bicycl₹¶$e has adopted a national sesame credit ←™deposit free strategy, which hσ←¥as become an important tool for Al←♣ i to promote payment tools. Frφ∑om the industry's po$♥int of view, as two important pi→↕↑↔eces of Ali family↑λ ♣9;s bicycle sharing,≥←≈ ant financial service's φγσ→frequent blessing on harrow's bicyc'∏le has promoted its strategic β•♦♦position.
On the other hand, ofo, which has≈σφ¶ been seeking independent deve©γ¥lopment, is trying to establish its ownΩ← credit system. Previousδly, ofo and sesame credit co σ operated to launch a credit depos∑'≥it free policy in 25 →♥<cities across the country. Now, only 5 ©↕→δcities, including Shanghaiγ✔←, Hangzhou, Guangzhou, β♠α↓Shenzhen and Xiamen, can use≈εΩ≥ the credit deposit free policy. In 'other cities, users need to buy 95 yuan•® & amp; welfare p•✘ackage & amp; before they can co₹™ntinue to enjoy the deposit fr✔©ee service. The 95 yuan &a₩↕mp; amp; welfare package &a¥ mp; nbsp; is directly charged ™ into the account balance.¥↔¥ After consumption, uε≤™sers need to purchase again.
