1, * * * Enjoy bicycle profit by deposit and deposit fee.
To enjoy cycling with * * *, you must first pay a deposit, and then deposit the fare in the platform. The cost of cycling will be deducted from the prepaid fare in the future.
Mobike deposit is 299 yuan per person, ofo bicycle deposit is 99 yuan, Xiaoming bicycle deposit is 199 yuan, and Youbai bicycle deposit is 298 yuan. In order to ensure that users use their bicycles correctly, and at the same time ensure that the lessor can get priority compensation when the bicycles are damaged.
It is reasonable and legal to charge users a deposit, just like we have to pay a deposit when renting a house and staying in a hotel.
The deposit of traditional rental service is that when the user no longer rents a house or cancels the room or bicycle, the deposit will be refunded directly. However, mobike and ofo enjoy cycling. As long as the user does not apply for a refund of the deposit, the deposit has been under the control of the platform.
For convenience, it is impossible for users to apply for a refund of the deposit every time they use the bicycle, and then pay it the next time they use the bicycle. A large amount of deposit is left in the hands of the bicycle company. In this mode of "one person corresponds to one deposit", as long as the number of vehicles is appropriately increased or the number of vehicles in a specific area is increased, more registered users and deposits can be brought. In fact, this has the nature of raising funds or interest-free financing.
Article 2 13 of the Property Law stipulates that "the pledgee has the right to collect the fruits of the pledged property, unless otherwise agreed in the contract." In this way, the interest income or other interest income generated by the deposit (such as buying wealth management products or stock trading) belongs to the bicycle platform.
According to the data released by AppAnnie, 50,000/kloc-0,200 people use mobike every month. Each user paid a deposit of 299 yuan, and the total deposit received by mobike was 65.438+500 million yuan.
If the user wants to continue to use mobike, the deposit of 299 yuan he paid will remain in his account in mobike. Before you refund the deposit, it can theoretically use the money to make money.
However, the deposit itself does not belong to mobike's assets. Therefore, even if the money is used for wealth management, it is generally used to buy low-risk and short-term wealth management products provided by banks and trust institutions.
Suppose mobike bought a corporate wealth management product with a term of 3 months from the bank, with an annualized rate of about 4%. According to this calculation, mobike's monthly income from this deposit is also about 5 million yuan.
In addition to the deposit, prepaid fees are also an important source of profit for * * * to enjoy the bicycle platform. A large amount of prepaid expenses absorbed can also be used for investment and wealth management.
Therefore, the low price of bicycle rental is only superficial, and raising a lot of money for financial investment is the fundamental reason for these bicycles to compete for the market crazily. What's more, there is no threshold for bicycle rental. As long as the number of registered users of the platform is large enough, it will have the opportunity to become a brand-new entry-level platform.
2. Revenue from big data
For any Internet enterprise, it is a great happiness to obtain user registration through operation and get a phone message from the user.
Before getting on the bus, you must send your phone number, real name and ID number (real name authentication) to mobike or ofo-this is extremely demanding for users, and many users with strong privacy will definitely resist it, but "* * * enjoy the bike" is realized at one time by solving the pain point.
After the user's travel data has accumulated to a certain amount, these data can be diverted to businesses as advertising decisions. Through the large-scale analysis of the data, it can help advertisers to screen more accurate group audiences and put advertisements purposefully, thus helping advertisers to improve the conversion rate of target users, save advertising costs and improve advertising efficiency.
If mobike gets a message from abundant data analysis, about 10% of users who ride in Zhongguancun every noon may buy a cup of milk tea after lunch.
If there is a tea shop in Zhongguancun, it takes 3 minutes to make a cup of milk tea, 20 cups per hour. If you work at full capacity 15 hours a day, the maximum output is 300 cups a day. If each cup of milk tea sells 10 yuan, you can earn 3000 yuan a day.
If the average daily sales of tea shops can only be 1/3 (considering the tidal changes of people flow and other factors), then the average daily income is 1 1,000 yuan. Excluding the expenses such as store rent, labor and material cost, the company earns 500 yuan every day and 15000 every month. If mobike can help the tea shop analyze the data, it is found that only about 10% of all tea drinkers in Zhongguancun have spent in its shop, which means it still has 90% profit margin.
Now mobike says, I can help you with accurate targeted advertising marketing, but you have to give me advertising fees, give me a discount on milk tea, a cup of 8 yuan, and I can help you earn 2000 yuan a day. Of course, the tea shop will cooperate, and a small amount of advertising fees can be exchanged for an extra 1000 yuan, and the profit has increased by 200%.
Why can mobike do it? A: Tencent invested in mobike. Wechat payment has opened up 90% offline payment scenarios, and WeChat needs to enrich the diversion capacity of the last mile in these scenarios to increase the payment flow.
What can provide the last mile diversion for WeChat must be a refined map-level application, which can draw people's travel data, which Tencent lacks.
Mobike helped Tencent draw this rich map, and the founder of mobike played a 24-hour travel map drawn by mobike in a speech. As you can see from the map, the amount of data is amazing.
When you have this map and Tencent's WeChat payment, the scene of "tea shop generating income" I described above is likely to run through it.
3. Advertising revenue
* * * There are two main advertising spaces for enjoying bicycles: one is the page advertisement in the APP. The loading amount of its APP is enough to produce corresponding advertising effects. Start-up interface and built-in advertising are both ways to create profits. In the future, integral mall can implant an APP to cooperate with other manufacturers to exchange gifts; The second is bicycle body advertisement.
Advertising is the biggest profit point of many Internet products. When users have a certain scale, it will also become an income for * * * to enjoy cycling.
4. Daily operating income
If you use 0.75 once, the number of first-tier cities will be 450,000 three times a day. If 650,000 vehicles are added to second-tier cities twice a day, the result will be 2 million vehicles a day. Add up to an annual income of 730 million.
Mobike: 1 yuan every half hour, and half an hour or less is counted; Ofo: If not, half an hour is charged 1 yuan, and half an hour is less than half an hour; Small blue bicycle: the charge is half an hour and 50 minutes, and half an hour is counted for less than half an hour; Xiaoming's bicycle: every half hour is charged 1 yuan, and less than half an hour is counted as half an hour. But how many people can ride for half an hour or an hour?
5. Government subsidies
Reorganize the existing public bicycles in cities and get the support of local governments.
Judging from the net exposure, except Hangzhou, urban bicycles in other cities have been in a state of loss, and they spend a lot of fiscal revenue to support them every year. * * * Cyclists can cooperate with the local government to turn the local * * * bicycle market into a government-enterprise combined transport model (which can be a part of the * * * bicycle market). At least, the existing local public * * bicycles can be included in it, and the locks can be added to turn them into * * * bicycles that can be unlocked through the app and returned together with the borrowed ones. On the one hand, it can save a lot of vehicle investment costs, on the other hand, it can provide auxiliary power for municipal construction. Not only market share, but also policy support. With the support of the local government, the competition barrier in the local bicycle market has been established in half.
In short, although at present, * * * enjoys the bicycle market is not in a state of large-scale profit, or it is still in the stage of spending money, using capital money to do scale and branding. But this should not only be a game of capital, but also focus on products, user experience and offline operations to achieve long-term sustainable development.