After 77 days of taxi subsidy war, the tick taxi gave up a transcript: the number of taxi users increased from 22 million to 100 million, the average daily orders increased from 350 thousand to 5 million 218 thousand and 300, and the subsidy reached 1 billion 400 million through WeChat's payment. This means that the cost of each new user is only about 18 yuan.

Over the past two months, didi and quick taxi taxi subsidies staged a rollercoaster Wars: the beginning of the January, subsidies Bay tide early, February to enter the white hot, within a week the two sides alternately raise the subsidy, but the subsidy can not be the continuation of long-term, in March, the two sides invariably cool, entered the era of subsidies.

WeChat announced the payment of subsidies to more than 1 billion 400 million in Didi, fast taxi to the Tencent of science and technology said the new data is not yet announced, but between the two sides behind the giant battle continues, not only to the taxi software cash support, but also open source and entrance, such as Didi access a variety of mobile phone games, part of the O2O business soon and Ali's cooperation, to enhance the competitiveness of the software.

Facts have proved that although the total price of subsidy seems to be high, the cost of acquiring a single user is very low. The only problem is that when a taxi subsidy competition is temporarily suspended for a paragraph, what other businesses can use similar activities to expand rapidly?

The logic of the subsidy war

The two - month subsidy war brought a bad transcript to the beep. The data of didi showed this change. In January 10th, 32 cities in the country averaged 350 thousand orders per day. In February 24th, 120 cities in the country averaged 3 million 160 thousand singlets per day, and in March 28th, 178 cities in the country were 5 million 218 thousand and 300 per day.

In the number of users, before the subsidy, the beep is about 22 million users, in March 27th, the number of beep users exceeded 100 million. In the past 77 days, Didi taxi has averaged 5 million 218 thousand and 300 orders over Jingdong 132 thousand and 700 single, Taobao 4 million 109 thousand and 500 and American group 219 thousand and 100, becoming the largest mobile Internet daily average order trading platform in China.

According to the subsidy of 1 billion 400 million yuan and the new 78 million subscribers, the cost of obtaining a subsidy for a single user is about 18 yuan. Comparatively speaking, at present, the cost of promoting single user access in many mobile applications has risen to 40-50 yuan, and the cost of WeChat payment to acquire users is still moderate.

A more cost-effective way to pay for WeChat is to at least cultivate the user's mobile payment habits. At the Internet Finance Forum held in Shenzhen in March 28th, Wang Weidong, a research analyst at the financial industry, said that Tencent and Ali PK are so fierce. A core purpose is to cultivate users' habits. The development of the first 15 years of the Internet has proved that e-commerce is of great importance to users and online financial services, and so is mobile payment.

In addition, another beneficiary is a byproduct that dispels concerns about the security of mobile payments. The introduction of WeChat payment in didi taxi after a week of activities beginning from the background data, Didi taxi, about 80% taxi fare is immediately received a cash, then drop into cash once a day now, nearly 90% drivers every 3 days to cash a.

The director of didi once explained that the driver didn't understand WeChat at the beginning and was worried about the safety of the new payment mode. He gradually understood and worried about the security concerns.

The subsidy war is a contention of the entrance

The subsidy war of taxi software is indispensable for the support from Tencent and Alibaba. It also makes the competition of market share of the start-up company become a big company's entry dispute. The two sides continue to increase the subsidy.

At the beginning of 2014, when the fast taxi announced that it had invested 100 million yuan to subsidize users, a subsidy war might not have been expected to continue.

In January 9th, after the beep was announced, the beep would be paid by WeChat to subsidize the user's activities. A month later, both sides handed over a transcript.

The official data of didi revealed that from January 10th to February 9th, the average number of orders paid by WeChat was 700 thousand orders, the total WeChat payment order was about 21 million, and the total subsidy amount amounted to 400 million yuan. During the activity, the number of taxi users broke 40 million, doubled compared with that before the activity, and the average daily order was 1 million 830 thousand. In February 7th, the peak reached 2 million 620 thousand on the first day of February 7th, and the peak value of the order was over 2 million.

In January 9th, after the beep was announced, the beep would be paid by WeChat to subsidize the user's activities. A month later, both sides handed over a transcript.

The official data of didi revealed that from January 10th to February 9th, the average number of orders paid by WeChat was 700 thousand orders, the total WeChat payment order was about 21 million, and the total subsidy amount amounted to 400 million yuan. During the activity, the number of taxi users broke 40 million, doubled compared with that before the activity, and the average daily order was 1 million 830 thousand. In February 7th, the peak reached 2 million 620 thousand on the first day of February 7th, and the peak value of the order was over 2 million.

In January 9th, after the beep was announced, the beep would be paid by WeChat to subsidize the user's activities. A month later, both sides handed over a transcript.

The official data of didi revealed that from January 10th to February 9th, the average number of orders paid by WeChat was 700 thousand orders, the total WeChat payment order was about 21 million, and the total subsidy amount amounted to 400 million yuan. During the activity, the number of taxi users broke 40 million, doubled compared with that before the activity, and the average daily order was 1 million 830 thousand. In February 7th, the peak reached 2 million 620 thousand on the first day of February 7th, and the peak value of the order was over 2 million.

In March 28th, the Department of transportation held 2014 annual second regular press conference, deputy director of the Policy Research Department of transportation, Li Yang said at the press conference, call taxi service, some of the current business to use mobile phone software taxi passengers and drivers are given a material reward, this may have affected the fairness of the market.

Previously, NPC and CPPCC, Party Secretary of the Ministry of transport, Minister Yang Chuantang said that the Ministry of transport will accelerate with the relevant departments to formulate Guidance standard mobile phone call cart software development, develop a taxi call service standardization technical standards, information support system and guiding the city level and above established taxi service management.

This also means that the transportation sector should try to stabilize the unfair caused by the taxi software, which is not necessarily a bad thing for two taxi companies, but it brings new problems to Tencent and Alibaba.

What are the businesses that can use similar activities to quickly expand when a taxi software subsidy contest is suspended?