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Uber在亞洲市場(chǎng)遭遇挑戰(zhàn) 業(yè)務(wù)蔓延勢(shì)頭萎靡

Uber faces competition from local rivals in Asia

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核心提示:去年12月,,從打車應(yīng)用公司Uber泄露出來(lái)的文件顯示,,全球每周已有80萬(wàn)人次通過Uber進(jìn)行叫車服務(wù),。我們可以肯定地說,,這個(gè)數(shù)字現(xiàn)在
 
去年12月,,從打車應(yīng)用公司Uber泄露出來(lái)的文件顯示,,全球每周已有80萬(wàn)人次通過Uber進(jìn)行叫車服務(wù),。我們可以肯定地說,,這個(gè)數(shù)字現(xiàn)在又增長(zhǎng)了不少,。
但是不管它增長(zhǎng)了多少,,Uber的業(yè)務(wù)量與它在中國(guó)的主要競(jìng)爭(zhēng)對(duì)手“快的打車”相比還是略顯蒼白??斓脑谥袊?guó)以外幾乎沒有什么知名度,,但是據(jù)說它的業(yè)務(wù)量每天最多能達(dá)到600萬(wàn)人次。因此從某種角度上來(lái)看,,中國(guó)的電商巨頭阿里巴巴投資的“快的打車”和騰訊公司投資的“嘀嘀打車”(嘀嘀的規(guī)模和業(yè)務(wù)量據(jù)說和快的差不多)才是打車應(yīng)用程序界真正的王者,。

 

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39歲的連續(xù)創(chuàng)業(yè)者,、快的打車的聯(lián)合創(chuàng)始人喬李(譯音)表示:“這種交通服務(wù)在中國(guó)很有前途,目標(biāo)市場(chǎng)非常非常大,。”
要指出的是,,快的打車的業(yè)務(wù)模式和Uber不太一樣??斓拇蜍噾?yīng)用程序現(xiàn)在已經(jīng)擁有1億名用戶,,不過它最主要的用途是用來(lái)在300多個(gè)中國(guó)最擁堵的城市里叫出租車。公司本身并不從中抽成,,這款叫車應(yīng)用程序也只不過是一個(gè)招攬用戶的工具,。
然而隨著時(shí)間的推移,快的打車也希望利用“免費(fèi)增值”模式,,通過其龐大的用戶群賺錢,。今年夏天,快的在20個(gè)城市推出了豪車租用服務(wù),,可以說是針鋒相對(duì)地與Uber的高端租車服務(wù)進(jìn)行競(jìng)爭(zhēng),。最終,快的打車希望將業(yè)務(wù)拓展到拼車,、導(dǎo)游和快遞服務(wù)領(lǐng)域,,而這些也正是大多數(shù)交通類應(yīng)用都虎視眈眈的領(lǐng)域。
那么,,快的是如何在短短兩年內(nèi),,從零發(fā)展到1億名用戶,,并擁有了100萬(wàn)名司機(jī)的呢,?喬o李表示這要?dú)w功于中國(guó)特色——大城市交通擁堵,公共交通網(wǎng)絡(luò)不完善,,再加上有大量?jī)r(jià)格相對(duì)便宜的出租車,,為這種叫車服務(wù)提供了得天獨(dú)厚的條件。
另外補(bǔ)貼也起了一定幫助,。為了擴(kuò)展其網(wǎng)絡(luò),,快的允許用戶向出租車發(fā)送“愿意支付小費(fèi)”的信息。這個(gè)簡(jiǎn)單的功能很快吸引來(lái)了大批司機(jī),,同時(shí)它也使乘車者的人數(shù)大幅增加,,因?yàn)樗鉀Q了一個(gè)重要的問題:在很多城市,尤其是在高峰時(shí)段和惡劣天氣時(shí),,對(duì)出租車的需求都超過了供給,。喬o李表示:“我們用這個(gè)簡(jiǎn)單的功能推動(dòng)了它的整體發(fā)展。”后來(lái)快的打車還為司機(jī)提供了另一項(xiàng)激勵(lì),。如果使用快的打車應(yīng)用程序內(nèi)嵌的支付寶功能支付的話,,公司會(huì)額外補(bǔ)貼1美元,。
快的打車已經(jīng)獲得了超過1億美元的融資,該公司還表示,,它已經(jīng)擁有了一個(gè)100萬(wàn)名司機(jī)的龐大網(wǎng)絡(luò),。騰訊公司投資的嘀嘀打車也通過提供補(bǔ)貼,培養(yǎng)起了一個(gè)規(guī)模差不多的網(wǎng)絡(luò),??斓暮袜粥值幕ハ噍^勁的補(bǔ)貼競(jìng)爭(zhēng)已經(jīng)升級(jí)成了價(jià)格大戰(zhàn),最終出錢的還是雙方背后的大佬——阿里巴巴和騰訊,。
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Uber
明顯是作為一個(gè)弱者進(jìn)入這個(gè)市場(chǎng)的,,不過CEO特拉維斯o卡拉尼克表示,他很享受這個(gè)位置,。
本周一,,卡拉尼克在舊金山參加TechCrunch Disrupt峰會(huì)時(shí)表示:“我們必須要做小家伙,對(duì)我來(lái)說這就像回家一樣,。”
居住在上海的紀(jì)源資本(GGV Capital)合伙人符績(jī)勛表示,,快的和嘀嘀加起來(lái),已經(jīng)壟斷了中國(guó)的交通類應(yīng)用程序的大眾市場(chǎng),。“在中國(guó),,真正的大眾市場(chǎng)并不是Uber的豪車市場(chǎng)。”符績(jī)勛本人也是新加坡打車應(yīng)用程序GrabTaxi的投資人之一,,GrabTaxi主要瞄準(zhǔn)的是東南亞市場(chǎng),。符績(jī)勛表示,中國(guó)企業(yè)面臨的主要挑戰(zhàn),,是要通過能與Uber的高端服務(wù)相比匹敵的新付費(fèi)服務(wù)進(jìn)入高端市場(chǎng),。相反,Uber則要付出一番努力才能獲得中國(guó)老百姓的青睞,。
從目前來(lái)看,,Uber的表現(xiàn)還算不錯(cuò)。Uber大概一年前才在中國(guó)開始運(yùn)營(yíng),,現(xiàn)在它已經(jīng)在北京,、上海、成都等六個(gè)城市提供豪車出租服務(wù),。今年夏天,,它又推出了稍便宜一些的Uber X服務(wù)。另外它還在北京推出了一項(xiàng)拼車服務(wù),,允許私人車主通過Uber與其他乘客拼車,。
Uber的亞洲業(yè)務(wù)負(fù)責(zé)人艾倫o潘表示,Uber在上海推出的前六個(gè)月里,,它的發(fā)展要比在紐約,、巴黎和新加坡等地快得多,,Uber在北京的使用率甚至還要更多。他說:“Uber以合理的費(fèi)用提供了更高的品質(zhì)標(biāo)準(zhǔn),。我們看到,,Uber在中國(guó)的發(fā)展速度超過了它在任何一個(gè)國(guó)家的速度。”
目前看來(lái),,中國(guó)市場(chǎng)的龐大,,讓Uber有充足的空間和中國(guó)的競(jìng)爭(zhēng)對(duì)手群雄逐鹿。不過隨著Uber不斷擴(kuò)展其業(yè)務(wù)和足跡,,以及本地企業(yè)對(duì)高端服務(wù)虎視眈眈,,它們之間的沖突似乎不可避免,甚至有可能要在國(guó)內(nèi)國(guó)外“兩線作戰(zhàn)”,??斓拇蜍嚨穆?lián)合創(chuàng)始人喬o李表示,快的首先把目光鎖定在中國(guó),,然后是中國(guó)的周邊國(guó)家,,最終可能還會(huì)在美國(guó)搶占一席之地。
目前看來(lái),,打車應(yīng)用大戰(zhàn)還主要集中在中國(guó)的大城市里,,而且價(jià)格戰(zhàn)有愈演愈烈之勢(shì)??ɡ峥苏J(rèn)為:“最終我們會(huì)建立可持續(xù)性的業(yè)務(wù),。總而言之,,我們會(huì)努力在中國(guó)提供最便宜,、最可靠的叫車服務(wù)。它一定會(huì)變得很有意思,。”

 

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In December, leaked Uber documents showed that the company was completing about 800,000rides a week around the world. It’s a safe bet that the number is much higher now.

No matter how big it has gotten, however, Uber’s ride volume pales in comparison with thenumbers of rides of its main Chinese rival, Kuaidi. That company, little known outside of China,is claiming up to 6 million rides every day. That makes Kuaidi, which is backed by Chinesee-commerce giant Alibaba, or perhaps rival Didi Taxi (which is backed by Tencent Holdings andboasts of a similar scale and footprint), the world’s king of the ride-hailing apps at least bysome measures.
 

“This kind of transportation service has a big future in China,” says Joe Lee, a 39-year-oldserial entrepreneur who is the co-founder of Kuaidi. “The addressable market is very verybig.”

To be sure, Kuaidi’s model is different from that of Uber. Its app, which counts 100 millionusers, is used mostly to hail taxis in some 300 of China’s notoriously congested cities. Thecompany makes no money from those rides, and the hailing app is nothing more than a tool toacquire customers.
Over time, however, Kuaidi is hoping to monetize its giant customer base with what it calls a“freemium” model. This summer, Kuaidi launched a luxury limo service in 20 cities thatcompetes directly with Uber’s high-end black cars. Eventually, it plans to extend into the kindof ride-sharing, courier and delivery services that appear to be on the sights of mosttransportation startups.
So how did Kuaidi go from zero to 100 million users, and a staggering 1 million drivers, in justtwo years? Lee says China’s characteristics—large, congested cities with poor public transitnetworks and massive fleets of relatively inexpensive taxis—were tailor-made for this kind ofservice.
Subsidies helped too. To expand its network, Kuaidi let customers signal to taxis that theywould add a tip to their fares. That simple feature quickly lured drivers, but it also dramaticallyexpanded the number of riders, as it solved a critical issue: at rush hour and during badweather, demand for taxis exceeds supply in many cities. “We used that simple function tokick-start the whole thing,” Lee says. Since then, Kuaidi added another incentive for drivers.On transactions that go through Alipay, a very popular payment service in China that is builtinto the Kuaidi app, the company will add an additional $1.
Kuaidi, which has raised more than $100 million, now claims 1 million drivers on its network.Didi has also grown its network to similar size by subsidizing rides. The competing subsidieshave led to a ruthless price war that is essentially financed by Kuaidi’s and Didi’s biggestbackers, Alibaba and Tencent.
Uber is entering this market as a clear underdog, a position that CEO Travis Kalanick says herelishes.
“We get to be the little guy,” Kalanick said on Monday during the TechCrunch Disrupttechnology conference in San Francisco. “For me that’s like homecoming.”
Jixun Foo, a partner with GGV Capital, who lives in Shanghai, says Kuaidi and Didi combinedhave cornered the mass market for transportation in China. “In China, the real mass market isnot an Uber black car market,” says Foo, who is an investor in Singapore based GrabTaxi,another cab-hailing firm focused on Southeast Asia. The challenge for the Chinese companies,Foo says, will be to move upmarket with new, paid services that compete with Uber premiumservice. Conversely, Uber will have a hard time gaining mass appeal in China, Foo says.
For now, Uber has done just fine. The company, which began operations there about a yearago, is offering its marquee black car service in six major cities, including Beijing, Shanghai andChengdu. This summer, it launched its less expensive Uber X service, and it began aride-sharing service in Beijing to allow private individuals to pick up passengers.
Allen Penn, who heads Uber’s business in Asia, says that in its first six months in Shanghai,Uber grew faster than it had after launching in New York, Paris or Singapore. Its adoption inBeijing was even faster. “Uber is offering a higher quality standard for a modest premium,”Penn says. “We are seeing growth that is outstripping anything we are seeing around theworld.”
The massive Chinese market seems to have enough room for Uber and its homegrown rivalsfor now. But the companies—with Uber set to expand its offerings and footprint, and the localplayers chasing premium services—are on a collision course in the world’s largest market, andperhaps, beyond. Kuaidi’s Lee says the company has its sights on China first, and neighboringcountries next. Eventually, though, it may seek a foothold in the United States.
For now, the battlefield is in China’s mega-cities wher the price wars are raging. “Ultimately youhave to have a sustainable business,” Kalanick said. “At the end of the day, we are going to tryto offer the cheapest most reliable rides in China. It’s going to be interesting.”
 


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