In the past two years, Didi Chuxing has been vigorously exploring the international market: on the one hand, it has participated in the investment of companies such as American Raffles, Southeast Asia Grab, India Ola and Brazil 99; On the other hand, Didi Chuxing went into battle personally and operated travel business in several overseas markets, including Japan, Australia and several Latin American countries, among which Latin American countries were the top priority of Didi Chuxing's internationalization strategy. ?
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Fight for hegemony in Latin America
It is understood that Latin America is the fastest growing region of Internet traffic in the world, with as many as 200 million Internet users, which makes it possible for mobile travel to exert its strength in this region. ?
So Didi Chuxing and Uber met again in Latin America. According to the data, Uber began to enter the Latin American market in 20 13, and by the end of 20 19, it had launched taxi and take-away services in 6 countries in the region, becoming the "first brother" in the field of travel in Latin America. Didi's trip to Latin America began on 20 18 and 18, and the preferred market was Brazil. ?
In order to quickly achieve the strength against "old rivals", Didi Chuxing first invested 65.438 billion US dollars in 99, a local taxi software company in Brazil, and then acquired this company for 900 million US dollars, thus becoming the largest taxi application in the Brazilian market. ?
On April 20 18, Didi traveled into the Mexican market and applied Didi locally. Rider; At that time, Uber's market share in Mexico had reached 87%. After more than a year of expansion, Didi Chuxing has provided online car rental, taxi and take-away services in 32 cities in Mexico, covering more than half of the country's population.
Today, Mexico has become the largest overseas market for Didi Chuxing, with a local market share as high as 30%; Meanwhile, Mexico has become Uber's worst market in Latin America. ?
In the middle of 20 19, Didi Chuxing announced that it would continue to March into Colombia and Chile, and said that 10000 local drivers in these two countries had started to provide Didi Chuxing express service. 20 19, 1 1, Didi Chuxing announced its official operation in Costa Rica, a Central American country, covering major cities such as the capital San Jose.
Liu Qing, president of Didi Chuxing, introduced at a forum last year that Didi Chuxing has more than 2 million active users in Latin America, and there are 1200 employees in charge of the Latin American market, accounting for one tenth of the total number of Didi Chuxing employees.
In addition to seizing the market, Didi Chuxing has a more "lofty" goal in Latin America. For a long time, the Mexican market has been plagued by traffic jams and the air pollution problem is serious. Didi Chuxing plans to help Mexico and other Latin American countries solve traffic congestion problems through its advanced data analysis and artificial intelligence expertise. ?
In addition, Didi Chuxing released the "Smart City Partnership Plan 2020" on 20 19, promising to increase technical input and promote the sustainable development of transportation in Latin America. Putting electric vehicles into operation at the beginning of this year is also regarded as the action of Didi Chuxing to fulfill this promise. ?
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Cultivate the Japanese market
In the same year of entering the Latin American market, Didi Chuxing also entered developed countries such as Japan and Australia. ?
Japan is the "hometown" of Chuxing investor Softbank Group. Thanks to this relationship, Didi Chuxing entered Japan through a joint venture with Softbank Group. Mobility? Japan.
Despite the support of "shareholder dad", there are still many obstacles in the Japanese business of Didi Chuxing: on the one hand, private cars are forbidden to carry passengers in Japan, and Didi Chuxing can only cut in from the taxi market; On the other hand, because taxis are relatively expensive in the Japanese market, taxis are not the mainstream choice in the market, and Didi Chuxing faces the challenge of changing Japanese travel habits.
In order to cultivate the travel habits of Japanese consumers using taxi software, Didi once again offered a "subsidy" means. When I first entered the Osaka market, Didi Chuxing introduced the preferential measures of free starting price on Friday and Saturday. At that time, the starting price in Osaka was 680 yen (equivalent to RMB 43 yuan). This subsidy is very attractive, but it remains to be determined whether Didi Chuxing can retain users after the subsidy. ?
However, Didi Chuxing still has great advantages in the Japanese market, that is, it is adjacent to the Japanese market, and a large number of Japanese tourists visit China every year. Therefore, Didi Chuxing first chooses to go online in Osaka, Tokyo, Kyoto and other tourist cities. Visitors to Japan can call a car in Japan without downloading the Japanese version of Didi Chuxing, or they can use Alipay and WeChat to pay. ?
With Didi Chuxing's efforts to open the Japanese market, its old rival Uber followed closely, and the latter chose to cooperate with local taxi companies in Osaka, Nagoya and other cities. ?
In addition to Uber, Didi's competitors are local Japanese companies, as well as a joint venture company established by Sony's payment company and six taxi companies, Minna? No? Taxi (used to be everyone's? Taxi), launched the mobile phone taxi service in April 20 19, and the software name was S.Ride. In addition, Toyota invested in Japan Transportation (Japan? Taxi) is the taxi software with the largest number of users, with about 60,000 registered taxis, accounting for a quarter of the total number of taxis in Japan, and the software download volume exceeds 5 million. ?
It is worth noting that mobile payment in Japan is far less popular than that in China, and there was no habit of relying on artificial intelligence systems (such as the Grain Rain system used by Didi Chuxing) to schedule traffic before; Didi's trip into Japan will stimulate local enterprises to pay attention to mobile payment, and will also allow more enterprises to start developing car-hailing services based on artificial intelligence. However, it is still unknown how much market share Didi Travel can win.
Compared with Japan, Didi Travel in Australia is relatively optimistic, thanks to Uber's first step in completing market education. Uber 20 12 entered Australia, and it took four years to legalize the local online car service, which also cultivated users' habits. By the time Didi travels 20 18, Australia is already a relatively mature online car market. At present, Didi Chuxing has opened express services in Melbourne, Geelong, Newcastle and Brisbane, covering a population of 2 million.
At present, Didi Chuxing means there are more possibilities. ?
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