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Ma Zhu tears each other, behind the battle of Moo ofo: should shared bicycles be more "shared" or more "cycling"?

At the preparatory stage of Taobao Mall, Huang Ruo, the “pharmacist” who was the vice president of Taobao’s operations, was asked by reporters “Is the essence of e-commerce electronic or business?”
In the book “I See E-commerce”, the answer to this question Huang Ruoyan has experienced the cognitive transformation from "electronics is an adjective, the essence is business" to "electronics-based, business-assisted" and finally "this industry is a double noun".

In the dispute of Ma Zhu, which was smashed by reporters on the afternoon of the 19th, Zhu Xiaohu was eager to increase the activity of theo, and the streets were full of small yellow cars, while Ma Huateng responded with a phrase “Heather of a pile of dumb terminals”. In Ma's view, "smart machine" Mobai and "function machine" ofo have natural differences in future value and potential, and "Little Smart" is bound to be vulnerable under the wave of intelligence.

But are the two big men who are investing in the platform of their respective companies facing the "last mile" problem like ordinary people? Did you really ride a shared bicycle in your daily life? Is smart or not really worthy of sharing bike users?

In the "hundred car wars" of shared bicycles, with the intelligence of the locks, all kinds of bicycles can be easily divided into two modes. Moby and ofo can be said to be the ancestors of the two factions. The model can visually illustrate the difference in this mode.

Theo cooperates with the traditional bicycle factory to produce the "air tire + traditional chain drive + mechanical lock" bicycle, which is lighter in cost and convenient for high-density delivery.

Mobai cooperates with auto industry suppliers to produce bicycles with “solid tire + shaft drive + solar powered smart lock”, which is more cost-effective and durable. Intelligent positioning is also more conducive to subsequent management and maintenance and obtaining user travel data.

The reason why shared bicycles are seen as a solution to the "last mile" problem is because it

can be shared. 2. Can travel.

A better sharing function requires the vehicle to be found more quickly and conveniently by the user. A better mobility function requires the vehicle to have a more relaxed riding experience. From this point of view, Moby and ofo respectively focus on satisfying the two needs of the user.

The difference between the two directions is also evident from the signature of the two organizations. The agency number of ofo is “it can be easier when riding”, while the Mobye is “who wants to be the world’s tentacle-riding intelligence. "Share the bicycle", the former's only adjective is "easy", while the latter is "at the touch of a ride", obviously ofo pays more attention to the user's riding experience, while Moby pays more attention to "smart sharing."

The early development of each of the two teams may explain the difference in this model.

Theo started as a college student bicycle sharing system. It is a typical college student entrepreneurship team. At the beginning of the venture, the funds were limited. On the basis of self-modification of vehicles, all kinds of ordinary bicycles were painted with yellow paint, and the mechanical code lock was installed and pushed to the campus. In bulk purchases, college students are also required to provide their bicycles to ofo in exchange for the right to use all of the bicycles. In the words of ofo, "we don't produce bicycles, we only make bicycle painters."

This is also the route for most of the entrepreneurial teams, using the lowest cost verification model to get financing as quickly as possible. At the same time, in the context of the campus, the scope of delivery is limited, the founding team does not need to consider the functions of intelligent positioning, and does not need exclusive customized models, as long as they can meet the temporary mobility needs of college students.

The New Economy 100 column mentioned that before the B round of financing, the ofo orders had not increased in the past six months. The team believes that the amount of vehicles in each school in a single market is too small to cultivate user habits, so it will be placed in many colleges and universities. The bicycles were concentrated in a few schools, and after the order soared four times, ofo successfully got the B round of financing. This experience of resurrection may also enable the ofo team to continue the market strategy of high-density single market in the subsequent operations, and the high-density launch requires the support of low bicycle cost. It is believed that theo continues to use the ordinary model + mechanical lock. One.

Compared with the ofo bicycles coming out of the campus, Mobai’s founding team, President Hu Wei is a senior media person in the automotive and technology fields. He has a unique understanding of the sharing economy and urban travel. CEO Wang Xiaofeng once worked at Uber, Tencent, Google. After waiting for a number of domestic and foreign Internet companies to serve as executives, the team saw the existence of the “last mile” opportunity for urban travel from the beginning, but also saw problems such as vehicle management, damage rate, and national quality. To this end, they independently research and develop, and carefully designed the first version of the Mobike bicycle, "aluminum alloy body" to avoid rust, "full closed gear rotation" does not need oil on the chain and will not drop the chain, "solid tires" do not have to worry about puncture, intelligence The lock can be positioned in real time for easy maintenance and recycling. In the process of development, dozens of patents have been applied to build a moat for intellectual property.

However, the cost of bicycles of up to several thousand dollars has made it impossible for Moby to get the market as fast as the ofo. At the same time, it is not easy to ride the experience and the deposit is too high compared to the ofo, so that in the case of multiple choices Turn to the embrace of ofo.

In the early competition of shared bicycles, the traffic is more from the offline. As long as the vehicles are put into the market, the users will naturally get the users. The more vehicles are put in, the more users naturally, I believe this is why so many miscellaneous soldiers dare to enter the game. The bottom of the gas.

In the case that the bicycle is generally not enough, whether it is the "high-density pavement" of theo or the "positioning and finding the car" of Mobai, the loyalty of the user cannot be established, or the user who currently shares the bicycle does not have loyalty. This statement, when you want to use a car, which one of the cars around, naturally use which car, anyway, the deposit can be retired at any time.

However, according to the data of Caixin reporters visiting the two bicycle manufacturing bases in Tianjin and Jiangsu in March this year, I am afraid that the ending of the "100-car war" will soon become clear.

This year's order for Ono is about 20 million, and the order for "Little Orange Car" is over 10 million. The "Little Blue Car" bluegogo is expected to launch 6 million to 8 million vehicles. The old bicycle manufacturer will permanently launch the excellent bicycle. The number of bicycles is about 2.8 million, and the total order volume for shared bicycles in 2017 is bound to exceed 30 million. In 2016, the total output of China's bicycle industry was only 53.03 million, of which nearly half were exports.

After 30 million bicycles are put on the market, the situation of “there is no car near when you want to use the car” will be greatly reduced. When various shared bicycles are in front of you, will you choose “ofo” or “Mobai”?

I know that some netizens on the Internet have analyzed that Mobye scans the car and locks the car automatically. It is a few steps less than ofo, which makes Moby more competitive. Friends who hold this view may not use it very often. Sharing bicycles, compared to the dozens of seconds used by the scanning code unlocking, the short-term, a few hours of riding experience is the key point affecting user decision-making. Take the original models of ofo and Mobai as an example. Users who choose ofo are bound to be far more than Moby.

In the dispute between Ma and Zhu, Ma Huateng used the "Little Smart" to compare the current ofo, and believed that the "smart machine" of two-way communication is the future.

Looking closely at the rise of PHS, there are many similarities with ofo. In the absence of a mobile license, PHS got rid of the telephone line with a 2G communication technology that was injurious, and satisfied the user with a lower fixed-line tariff. The demand for mobile calls has gained a huge market. In the absence of relevant patented technology, theo got rid of the piles of the first generation public bicycles with mechanical locks with natural loopholes, and acquired a large number of markets quickly and at low cost.

Although it turns out that the use of broadband Internet access for the future of mobile communications, PHS does not rival the smart machine, but in the end let PHS delisting is not an opponent, but a "tangible big hand."

Before being forced to withdraw from the market to give way to 3g, PHS has been living as an extension of telecom fixed-line for more than a decade. It has won more than 90 million users for China Telecom, which has no mobile license, and forced Unicom and The mobile frequency frequently complained to the Ministry of Information Industry and obtained sufficient space and foundation for the final development of mobile services.

We can't judge whether the future of shared bicycles belongs to "two-way communication" and "big data" as Ma Huateng said. In the face of the "big hand" that really determines life and death, it is still too early to say what the future should be.

Going back to the first question about "e-commerce", should shared bikes be more "shared" or should they be more "cycling"?

I am afraid that this problem is difficult to answer even ifo and Moby himself. When the "Wokong bicycle" of the ofo mode is delisted, Mobai has quietly completed the basic (unibike) of the basic and theofo except for the color. investment.

In the models of Mobai and ofo constantly updated, ofo canceled the pneumatic tires and replaced them with solid tires. On the second day of the Maju battle, a new generation of IoT smart locks was also launched. Mobai also canceled the first generation of heavyweights. The generator replaced the shaft drive with a more flexible and lightweight KMC chain.

Both companies are learning each other quickly, the response is very fast, the market share is comparable, the financing amount is similar, the product quickly converges, online on the traffic, theo gets the entrance of Alipay and Didi, Mobai is backed by Traffic Big Mac WeChat, "Orange Battle" Who can laugh at the end, no one knows.