In 2016, the shared travel market was extremely hot. Not only did the network new car policy trigger a new round of “trick racingâ€, buto and Mobai completed eight times of financing in 70 days, and the “cycling battle†was also filled with smoke. In the face of the trillion-dollar travel market, any new model that ran a little bit of achievement will easily become the object of capital hunting.
Car rental market
If you divide the bicycle according to the distance of travel, the bicycle solves the problem of 3 kilometers, and the solution solves the problem of 30 kilometers, and between 20 kilometers and 100 kilometers, it is regarded as an opportunity by many entrepreneurs who rent a car. The time-sharing car rental mode is a car rental mode that is reduced to zero and charged in minutes and hours, while the traditional car rental mode is charged in days.
Time-sharing car rental is not a new concept. It is almost in sync with the taxi fight. There are also quietly appearing players in the market. After the slaughter in the travel market, many of the pioneers of time-share car rental have become martyrs. With the arrival of shared bicycle heat, many people began to think about whether car sharing can be freely repaid like a bicycle. As a result, a series of entrepreneurial projects such as car2go, PP car rental, bump car rental, soda travel, Beiqi Green Dog, and car rental have emerged, becoming the latest players in the travel market.
ã€background】
The time-sharing car rental market is over 100 billion yuan?
In the travel market, time-share leasing is known as the “fifth pole†that is independent of bicycles, taxis, net-cars and traditional car rentals.
According to the distance traveled, the industry generally believes that the bicycle market is within 3 km, the taxi market within 30 km, and the time-of-day car rental market for 20-100 km, and the traditional long-term rental market for more than 50 km.
The reason why the time-sharing lease is called the “fifth pole†is because the market potential is huge. The industry generally believes that 10-100 kilometers of mileage is the most demanding and profitable travel scene, which also determines that the field can accommodate multiple levels of players. The time-sharing car not only penetrates the upstream and downstream of the automobile industry chain, but also opens up a “car-free†incremental market with a scale of more than 200 million people. In theory, the market size should exceed 100 billion yuan.
Statistics show that China's short-term car rental market has huge growth potential. According to rental income, the scale of China's short-term self-driving car rental market increased from RMB 2.5 billion in 2009 to RMB 9.9 billion in 2015, far exceeding the growth rate of mature markets such as the US, Brazil, Japan and Germany.
As one of the entrepreneurs in this field, Humble Car Rental CEO Chen Weiyu believes that there is a lot of opportunity for time-share car rental. The Chinese car rental market is highly fragmented. The top five traditional leasing companies have a market share of about 14%, while the United States and Germany. Brazil and Brazil are 95%, 91% and 58% respectively, and the potential growth potential is evident.
From the demand side, there are more and more people in China who have “no carâ€. According to the data of the Traffic Management Bureau of the Ministry of Public Security of China, as of September 2016, the number of private cars in China was 140 million, but the number of motorbike license holders. Up to 350 million people mean that more than 200 million driver's license holders have self-driving needs but no cars.
According to the prediction of the China Association of Automobile Manufacturers, China’s driver license holders will reach 1 billion in 10 years, while China’s current roads and related infrastructure have a maximum capacity of 300 million vehicles. The “have no cars†group will It has reached 700 million.
According to this analysis, Yu Tao, CEO of soda travel, said that the time-share car rental solution is 2-10 hours, and the market pain points of multi-destination trips are rigid and high-density in terms of time dimension, experience dimension and accessibility dimension. Demand. Soda Travel is a technology company focused on car sharing and smart travel SaaS service platforms.
Although market demand and application scenarios exist, but in the current situation of time-based car rental, the platform side faces enormous cost pressure. If it is compared with taxi travel with simple economy, it is difficult to take time-to-time car rental. Advantage. Zhang Bingjun, CEO of PP car rental, believes that “in terms of the short-term rental market itself, the short-term rental demand is relatively low, the shorter the time, the more cost-effective the taxi, the longer the time and the more cost-effective car rental.â€
According to Zhang Bingjun, from the market feedback, the long-term rent demand of 3-5 days is the highest, because the short-term rent and the taxi market have formed a competitive comparison, and the demand for short-term rent is relatively low. Subject to the constraints of consumer scenarios and the impact of user renting habits, users who rent in days are the most demanding.
In 2016, the sharing economy model of the travel market gradually went deeper. On the cakes in the travel market, bicycles have been shared within 3 kilometers, and Didi has occupied a market within 30 kilometers. Will the market within 100 kilometers between traditional car rental and taxi trips be re-warmed?
[dilemma]
The cost is difficult to cover, and the pioneers of that year became martyrs
In 2011, Avis officially launched the “time-sharing car†business in China, which is the first time that a domestic car rental company has launched a time-sharing car rental business.
However, in Yang Yang, the founder and CEO of micro-renting car, in 2011, time-sharing leasing still stayed in the concept. Few companies used it as a business model to operate. In 2012-2014, there was a real start in China. When the player is rented. When entering 2014, there were a large number of players who rented cars in time, but because of the immature market environment, many players played from the pioneers to become martyrs. After several rounds of shuffling, there were only a handful of them.
On July 1, 2015, CoCar, which has been highly regarded, became the first death case of the P2P rental car industry; in December 2015, Baojia Renting Car announced that it will reduce the number of employees in the advertising, marketing, operation and other departments by 300; In June, e-days were integrated with EVCARD, an electric car rental company owned by Shanghai International Automobile City. In addition, when the reporter queried the IT orange database, it was found that the time-share car rental platforms such as the friendly car, the car and the car, and the car rental were all shown as closed.
Although we often say that "the elements of success are mostly the same, the reasons for failure are different." But the breakdown of these time-sharing car rental platforms that have been forced to transform or shut down has encountered a problem: the efficiency of the vehicles is not enough to cover the cost of platform operations. Of course, this is actually the dilemma faced by almost all time-sharing car rental platforms on the market.
Ether Capital Investment Manager Shou Lingchao said frankly that the entire time-sharing leasing industry is currently losing money. The difference is only the problem of much more and less losses. In fact, according to the calculation of professional institutions, for a time-sharing platform, a car must be rented 4 times a day, each time for more than 45 minutes, it is possible to make a profit, "the current usage rate of the car rental platform in the market. Only 50% of the standard usage rate is not even available."
As an entrepreneur in the time-sharing car rental field, Yang Yang’s point of view proves the difficulty of profit from another angle. According to his calculation, a car of about 80,000 yuan, plus system development, equipment, personnel maintenance and operation costs, one day The cost is about 240 yuan, combined with the frequency of rental per car per day, the rental price must be 65 yuan / hour to recover the cost, which is obviously not a small pressure for consumers. "So, the profit point of time-sharing leasing is not in tool service, but in the value of the automobile tool service industry chain."
"Time-sharing leasing is a service model that emphasizes the ground-breaking nature. It requires a high degree of service capability and resource control. If the use of pure Internet is dangerous, and in the later stage, operating costs will become higher and higher. Yang Yang said.
From the experience of foreign countries, the return period of time-sharing lease is also very long. The Autolib electric car time-sharing project started in 2013. Currently there are more than 3,000 electric vehicles operating in Paris and other places. The company’s profit forecast is also It is going to 2017.
The efficiency of the vehicle is one of the biggest problems, and the other challenge is the immaturity of the market environment.
From 2011 to 2014, the soil of the sharing economy is still gestating, and the habit of renting a car for users is far from being achieved. At the same time, coupled with the insufficient penetration rate of mobile payment and the lack of advanced time-sharing system, this makes this Most players who don't have enough money in the market are eliminated.
In retrospect, the companies that survived tenaciously survived in two categories: one is a platform for PP car rental, micro-rental, and bumper car rental, which has received strong capital support; the other is based on OEMs and industries. The enterprise of the upstream player of the chain is inherently strong.
ã€status quo】
New energy and car manufacturers intensively enter the market
In 2015, the rise of new energy vehicles stimulated the time-sharing car industry once.
New energy vehicles have become the “new darling†of the time-sharing leasing industry. They not only enjoy the country's car subsidies, tax and fee reduction, license support and unlimited road rights, but also are explicitly encouraged by many local policies.
In October 2015, the Friends of the car rental brand was upgraded to a friend's car, focusing on the new energy car time-sharing; in January 2016, the car was established; in March 2016, Yikai car rental was established; May 2016, LeTV Auto released “Zi Pai Le Enjoy†and launched the electric vehicle sharing travel ecosystem, which is a time-sharing platform for new energy vehicles.
The rise of new energy vehicles is accompanied by the country's policy tilt on automotive energy and environmental protection. Taking Shanghai as an example, in 2016, Shanghai issued the “Guiding Opinions on Promoting the Development of Time-Sharing Leasing Industry for New Energy Vehicles†in Shanghai, and clearly encouraged the time-sharing of automobiles.
But new energy vehicles actually have traditional drawbacks. The need to charge limits the use of time-sharing leases. In the case where the infrastructure such as charging piles is not popular, new energy vehicles can only compete in the short-distance market within the city and DDT.
Therefore, starting this year, many time-lapse car buyers found that their competitors have changed.
In October 2015, BAIC and Foxconn established Beijing Hengyu, an electric vehicle timeshare leasing company, to launch the GreenGo Green Dog car rental brand. Subsequently, more and more auto manufacturers entered the car rental service market directly. In January 2016, GM launched a new car time sharing service platform Maven. In April 2016, the German “Daily Group†“Car2Go†project was Chongqing officially opened; in November 2016, BMW signed a contract with Chengdu to lease EVCARD in China to promote the car sharing plan for BMW i3 electric vehicles in the Chinese market.
According to the platform data provided by the bumper car rental, from the distribution of car rental demand, 50% is self-driving tour, 20% is test drive experience, and only 20% is traditionally just needed to travel. It is this 20% test drive experience user demand, discovered and utilized by car manufacturers.
The reason why automakers also prefer time-of-use leasing of new energy vehicles is mainly due to three reasons. First, auto idleness is becoming an international feature, automakers are facing increasing sales pressure; second, national policy is very supportive. New energy vehicles enjoy the state's subsidies such as car subsidies, tax reductions, licenses, and unlimited roads. Third, the reform of official vehicles has prompted time-share leasing to become one of its service models.
When the simple time-sharing car rental platform is difficult to make profit, more and more OEMs have started to build their own time-sharing platforms, mainly promoting new energy vehicles and niche models, and want to pass the "test drive" and "lease" forms. , open the sales market. Liang Weihong, co-founder of Panda Capital, believes that most vehicle manufacturers are doing "strategic purposes" to make time-sharing cars. "They don't care if the car rental business can make money. They are more concerned about the future. Can they sell more in this way?" More cars."
ã€mode】
B2C, C2C, what is better?
According to the operational logic, there are two main types of time-sharing car rental platforms: B2C mode and C2C mode. The former is a self-owned vehicle and the latter is a shared private car.
In the time-sharing car market in foreign countries, there have been many players in these two modes. Zipcar, which was founded in 2000, and Relay Rides, which was founded in 2008, are typical representatives of B2C and C2C, but unfortunately, In the end, neither of these two companies came to the end. Zipcar was acquired by car rental giant Avis Budget in 2013, while Relay Rides changed its name to TURO, giving up the time-charging business and turning to the daily rental market.
In terms of the current market environment in China, the B2C model and the C2C model have their own advantages and disadvantages. In terms of service experience and management difficulty, the B2C model performs better, and the C2C model performs better in terms of vehicle size, vehicle type, and price. excellent.
PP car rental and bump car rental are the C2C car rental platforms currently on the market. According to Chen Weiyu, CEO of the rental car, the B2C model is relatively single and the vehicle rental is relatively high. “B2C mode heavy asset operation mode, as well as the restrictions on purchase of vehicles in cities such as Beijing and Shanghai, make them difficult to expand.â€
“The C2C model is a light asset business model that does not have physical vehicles, integrates and utilizes idle private car resources, and has a richer model, while rents are 30%-50% lower than traditional rental cars,†said Chen Weiyu.
In fact, the B2C model of time-sharing car rental platform is in the ascendant in China. Especially with the help of new energy vehicles , many new B2C platforms have emerged. Typical representatives include Car2Go, Beiqi Green Dog, and First Automobile Gofun.
In general, the B2C model is currently dominated by new energy vehicles, and most of them are fixed-point repayments; while the C2C model is dominated by traditional fuel vehicles, and the mode is usually taken near or retrieved.
Ether Capital Investment Manager Shou Lingchao believes that the advantage of the former is that the service is more systematic and more specific. Usually, there are service stations in the parking lots of office buildings, large shopping malls and schools, and home service can be provided. Each site has 2-3 people. The cost and cost are relatively low, and the series of services such as car cleaning and parking will be guaranteed; while the C2C mode involves more conflicts such as bruises and scratches, and will involve many human and material resources in coordination.
Regarding the way to get the car back, Shou Lingchao believes that only the B2C model can achieve the same way as Mobye and ofo in the future. "Because only the model is unified, it is convenient for manpower to gather and manage, but now Most of the B2C models are electric vehicles, and they will face the problem of lack of charging piles, so it is difficult to get them anywhere."
But regarding the development trajectory of these two models in the future, maybe B2C or C2C mode itself is not so important. When a mode runs through and achieves a certain scale, it will naturally expand to another layout, just like Didi Travel. And the UCAR Group is also becoming more and more like.
Liang Weihong, co-founder of Panda Capital, believes that now is an era of experience economy, whether it is B2C mode or C2C mode, if operators can make it easier for users to rent cars, the process is more convenient, there is a chance to come out, if If the final efficiency can reach a balance point, both modes can survive or coexist.
ã€trend】
Time-sharing car rental will be a tool for carrying services
When entrepreneurs are determined to take a share in the time-sharing car rental sector, they cannot evade two choices, one is the choice of business model, that is, whether it is B2C or C2C; the other is the choice of operating the city. It is also crucial.
Different from Didi, Uber's free expansion between cities, time-lapse car rental in first-tier cities and second- and third-tier cities face a very different environment. When the time-lapse car rental operation in the first-tier cities is generally in dire straits, the vertical scene of small cities may be a good choice. At present, in second- and third-tier cities, time-sharing such as car rental, green car rental, etc. The platform for car rental business.
Shouling super analysis of the logic of different cities to do time-sharing, "the cost of big cities is higher than that of small cities. Take the mobile car as an example. The cost distance of big cities from A to B is higher than that of small cities. The allocation and control are relatively important. A lot of trouble."
Based on this, many B2C models are mainly concentrated in the second and third tier cities such as Chongqing, Wuhu and Chengdu. The investment in a thousand vehicles can satisfy the market. The big cities are mainly C2C, mainly based on the north, but its operation. The efficiency is very low and the quantity is also certain.
Of course, in the tourist city, the B2C model of time-share car rental is also facing competition from traditional car rental giants such as car rental cars and car rental cars. The car rental and car rental in China have also accelerated the layout of the tourist city this year. The time-sharing car rental platform will face the market competition in stores and brands. This is not an easy road.
There are currently about 250 players on time in the market, and the competition is obviously not small. Yang Yang, founder and CEO of Micro-Car Rental, believes that this number will continue to grow at a high speed in the future, and will undergo a transitional elimination period in the future, which will reach its peak in 2017-2018. "Under fierce competition, only some enterprises can survive, and the remaining enterprises will expand in a large scale, enter a stage of full development, and then enter the second competition and elimination. Finally, the entire time-sharing car rental market will be monopolized by some enterprises. â€
Yang Yang believes that the future time-sharing car rental is actually based on user travel, through service to obtain value-added income, time-sharing car will penetrate the entire travel scene and become a tool to carry services. “Users don’t pay for the tool, but pay for the service that the tool brings.â€
Liang Weihong, co-founder of Panda Capital, believes that the key to future competition for time-share car rental is whether the product service experience is good enough and whether the operational efficiency is high enough. “If the OEM can make a car that is more suitable for time-share rental, and ordinary Cars are different, it's easier to park and it's easier to find a car. This is also a good idea." And this is the hot Moby mode.
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