Interpret the bumpy shared car rental how to use one year to stay in East China boss
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Looking back at the past year, people started to pay attention to the car Internet because of the special car. Therefore, the P2P car rental service for the automotive Internet began to be gradually known and pushed to the cusp and grabbed the media layout. When it comes to P2P rental cars, you have to mention bumpy shared car rentals. As a result, the name "bump" is so memorable and imaginative; secondly, there are Lu Yi's Mercedes, Zhang Zhaoying's BMW, and Xu Xiaoping's Tesla. Is renting publicly.
How to use a year to firmly consolidate the position of the East China P2P rental car market leader, let us spend some time to review the bumpy shared car rental this year have done.
Market layout
Bumpy Share Car Rental launched in Shanghai in May 2014 and expanded its business territory to six cities in Nanjing, Hangzhou, Guangzhou, Shenzhen, and Beijing in one year. Compared with its peers, the expansion rate is not fast. However, in the same industry, after the sudden collapse of branches and large-scale layoffs caused by blind expansion, the stable and stable style of bumpy shared car has made its rise after the ebb and flow of sand. According to public statistics, the number of online users of bumpy shared car rental has exceeded one million, and online vehicles have exceeded 50,000. This data has made it unattractive for the industry's latecomers, and has also given peers a thin slice of ice. The media circles once rumors that Bump was blackened by a competitor in the black market when he entered the Beijing market. It is obvious that each expansion of the bumps has a deterrent effect on the entire industry.
feature of product
Maybe it is a unique feature of the southern enterprises. In the external advertising of bumpy shared car rental, there are few words like “low price†and “subsidyâ€. Instead, the term “extreme experience†is mentioned more. It is from its introduction. It is not difficult to find a series of personalized services. For example, to provide car owners with one-on-one car butler services, opened 24 X 7 customer support and road assistance channels; provide tenants with a one-click appointment "citywide pick and drop" service. Resolving users' pain points to change users' traditional impressions on rental cars is only a consistent solution to the needs of users.
With the determination of the overall tone of the product, the “selected†channel on the bumpy platform has a more subdivided rental model. Wedding cars, rented stands, 100% rentable, luxury cars, personalized cars, off-road vehicles, sports cars, can be seen as a synonym for specific functionalization, speed, reliability, personalization, and symbolization. On the basis of guaranteeing the perfect car rental experience and reasonable quotation, the establishment of subdivisions combined with brand tone can also be a kind of considerate service and innovative exploration.
Capital operation
Bumpy share car hire has a rather heavyweight list of investors, real money fund , strategic source venture capital, Jingwei China's famous name among them, at the previous press conference in Beijing, bumpy angel investors Xu Xiaoping also personally arrived at its platform , And put their own two cars on the bumpy platform for shared rental. When asked if the same funds will be used to raise funds for a large number of advertising and subsidy wars, bumpy shared car rental CEO Chen Weiyu said at a previous press conference in Beijing that 60% to 70% of current bumps were spent Service operation. In her opinion, the lightweight P2P rental car at the back end should be focused on front-end off-line services. As a P2P startup that gambling profits even in the hands of users, it will continue to be full of service content and gradually accumulate customer resources, so that it will have the opportunity to stand out from its peer competitors and build up competition barriers.
Marketing strategy
Originally thought that car Internet companies would only play low-priced, playing subsidies, and bumpy shared car does not seem to be willing to take this traditional marketing marketing money. The Shanghai auto show flash video that had been madly transmitted on the Internet and the video of adults driving children's electric vehicles to work had all come from bumpy hands. There was almost no money in the short term to let the outside world know that there was no rent, but only unexpected ones. Car rental platform.
Of course, the most curious and slightly envious of the outside world is how bumps and bumps, as an entrepreneurial company, have allowed so many big names to stand on their platforms. In its publicly released public service announcements, Lu Yi, Jiang Yiyan, Zhang Haoying, Pan Shiyi, Xu Xiaoping, Cheng Lei, Cao Qitai, Cai Zhisong, and Liu Qingyang were all present. Nine people from all walks of life will be recording public interest videos with the theme of “Don't own life/car sharingâ€, and advocate sharing cars with “sharing†instead of “purchaseâ€, and put their idle vehicles on the bumpy shared car rental platform. Used for public rental. When the Korean mythology team came to China to perform concerts, it also chose bumpy shared car rentals. The most profound memory of the outside world is this year's mainland China's original first place in the Eastern Billboard Awards Ceremony that designated bumpy shared car rental as its star red carpet car, this is the first time in 22 years that the Oriental Billboard has been selected for the people’s car with a star on the red carpet. , pioneered the entire Chinese language award ceremony car.
Industry pattern
I remember that the pattern of the special car market in the previous year was “Dribbling in the north, shaking the car, and having a quick taxi in the southâ€. Nowadays, the P2P car rental industry has striking similarities. “North has PP car rental, Bao car rental, South bump share. "Car rental", the north-south pattern has formed.
At present, bumpy shared car rental has been ranked as the P2P car rental boss status in East China, but Bump himself does not seem willing to externally locate it only in East China. CEO Chen Weiyu disclosed at the press conference in Beijing that the bump has been laid out in the country and is expected to be at the end of June this year. Layout of 15 cities across the country, this year has a tendency to overtake competitors.
to sum up
Bumpy shared car rental did not position itself as a simple car rental platform, but a concept of life. The phrase “do not hold the life†was repeatedly repeated in the star public interest video and became the core concept through which bumpy development took place. Many entrepreneurs who share the economy are not profitable in the early stages and patiently use the low cost to educate the market and win customers. In this long-term growth process, the brand concept will come first, and operations and services will become particularly important at this time.
