Analysis of Mobike and ofo bike competition

1. Introduction

Test models: Xiaomi MAX, iPhone 6P

Operating system: Android 6.0.1, IOS 10.1.1

Test network: WiFi, 4G

Test version: ofo bike 1.8.5, Mobike V3.8.4

Testing time: January 31, 2017 and February 2, 2017.

Test location: a residential area in the suburbs of Taizhou City and near the Sanshan Street subway entrance in Nanjing City.

2. Market Analysis

2.1 Industry Analysis:

2015 was the first year of shared bikes , 2016 was the process year of their crazy development, 2017 was the key year for shared bikes to occupy the market and position themselves, and 2018 is expected to be the year for shared bikes to divide the market, structure the market, and define the rules of the market.

As the pace of urban development accelerates, people are becoming more and more aware of the cost of living and the need to compress time costs. It takes more than 10 minutes to walk from the subway station to the company; the subway stops at one station; and I want to walk around the city wall. The new problem is that people need to solve problems such as temporary travel, short distance at any time, convenience, speed and cost saving. The emergence of shared bicycles just solves the above-mentioned special needs problem. The shared bicycles currently on the market can be borrowed and returned at any time, can be returned at a different location, are inexpensive, and respond to the government's call for being green and environmentally friendly, while also providing a way to exercise. The most important thing is the premise of using Internet+.

By the end of 2016, more than 20 investors had joined the market. From 2015 to 2016, in just over a year, shared bicycles received nearly 1 billion in investment.

2.2 User Group Analysis:

Goal: shorten the distance by 0.5 to 3 kilometers, save 3 to 20 minutes (the shortest time from finding a bike to riding it is 1 minute, riding 0.5 kilometers and locking the bike takes a total of 3 minutes), save 0.8 to 11 yuan in fares (0.8 is the cost of transferring to a bus for 3 stops, 11 is the cost of a 3-kilometer taxi ride in Nanjing),

Crowd: College students, office workers taking buses and subways, people who need temporary vehicles and are idle on a short distance, tourists traveling to other places and need to shorten the distance.

Age: 14% under 20 years old, 45% between 21 and 30 years old, 34% between 31 and 39 years old, and 7% over 40 years old.

Location: universities & university towns, subway stations, bus stations, commercial centers, tourist attractions, and residential areas.

Region: Densely populated first- and second-tier cities are concentrated, and third-tier cities are beginning to be laid out.

Time: 7:30am to 9am, 11:45am to 2pm, 5pm to 7pm, and other free time.

Frequency: About 10% use it daily, about 18% use it once every 1 to 3 days, about 51% use it once every 3 to 7 days, and about 21% use it occasionally.

Estimated number of users: The estimated number of users in 2015 is 2.321 million, the estimated number of users in 2016 is 4.552 million, and the estimated number of users in 2017 is 7.421 million.

2.3 Competitive product selection

There are dozens of bicycle brands on the market: Mobike , ofo shared bicycle, Yonganxing, Yibu Bicycle, Bluegogo, Harlow Bike, Xiaoming Bicycle, Qibei Bicycle, UBike, Youni Bicycle, etc. We now focus on analyzing the two shared bikes with the largest investments, Mobike and ofo. These two apps also have the largest download volumes.

3. Competitive Product Analysis

3.1 Strategic direction: Under the current premise of shared business and the wave of Internet+, the bicycle market will also explode like online car-hailing, satisfying people's demand for convenient, green, healthy, short and fast travel methods. Judging from user usage, the main market for bicycles is still college students and office workers. The geographical areas they target are mainly places with large traffic flows in first- and second-tier cities. In the future, they will be deployed in third- and fourth-tier cities. Once the loyalty of college students is cultivated, they will become loyal users of office workers in the future. The greater the market share, the greater the ability to control the rules.

Now all the major bicycle companies are still in the stage of attracting users. The first key is to attract users, maintain user loyalty, and obtain commercial profits on the basis of satisfying user needs. Secondly, they can use guidance to induce users to proactively report damaged vehicles and park their vehicles in places with higher usage rates. Subsequently, they can consider connecting WeChat and Alipay to make it easy to book a ride. They can consider different charging methods for different groups of people and establish short-term and long-term demands. They can consider cooperating with the government to make bicycles a part of public affairs, etc.

3.3 Structure diagram:

feature:

Mobike: 1. Reserve a bike (a bell sounds when you get close); 2. Self-developed models (lightweight, non-pneumatic tires); 3. Two models (Mobile and Mobike Lite); 4. Display nearby vehicles on the map, so you can find bikes easily.

ofo: 1. The bicycles are obviously colored (bright yellow); 2. The APP is easy to use; 3. Fee classification (divided into two types: student and non-student); 4. Fixed recharge amount (locks in users).

shortcoming:

Mobike: 1. The APP does not use all punctuation marks; 2. The QR code is too small and inconvenient to scan (a common problem for most bikes).

Ofo: 1. When you go back to most of the APP interfaces, you return to the home page instead of the previous page; 2. The bike rules page can be clicked to drop down, but it is blank when it appears; 3. It only shows the number of nearby bikes but not their locations (you must find a bike before you can use the APP); 4. The QR code is too small and inconvenient to scan (a common problem for most bikes).

Summarize:

Mobike: The APP has multiple structural levels, many interrelationships between structures, and detailed content; it is convenient to find bicycles using the APP.

ofo: The APP has a simple structure, clear functions and is easy to operate; it is easy to operate .

3.5 Interface and interaction:

3.5.1 Home page,

Interaction: Both Mobike and ofo’s interfaces are intuitive, with very similar scheduling and layout (including most other bike interfaces). The top is the menu bar, the middle is the map + current location, and the bottom is the function button.

Visuals: Both apps are simply embellished with colors. Ofo used the yellow color of the bike body on the button for immediate use of the bike; Mobike used the orange color of the bike body for the image and positioning of the bike.

3.5.2 Personal Center:

Interaction:

Mobike uses a conventional switching method, opening the personal center as a new page, which is displayed separately on the entire screen; and the page layout distinguishes between primary and secondary content. The pull-up and hidden method is used for the trigger effect, giving users a good sense of use.

Ofo uses a floating window to display the personal center interface from the left side of the screen. The layout is simple and clear, with personal information at the top, usage information in the middle, and advertisements at the bottom. It feels simpler in functionality, but feels more intuitive.

Visual:

In terms of visuals, ofo gives people a better feeling, with consistent interface colors and fresh images. It feels like Mobike has changed the design style of its personal center, which is not consistent with the overall design. The colors still look quite comfortable.

3.5.3 Car use process:

Interaction:

You must download the APP first, and then scan the QR code and be prompted to download. This can easily cause some users who want to experience the service to lose. And ofo requires users to see the bicycle before scanning the code to use it, which may easily cause some users who want to experience it to leave. Mobike directly displays nearby vehicles on the APP, making it easier for users to find vehicles. Both Mobike and ofo have a drawback in unlocking. The QR code is small, and when the user bends down to scan the code, it cannot be scanned successfully immediately and needs to move back and forth.

Both softwares prompt that you can manually enter the license plate number on the car interface, and both also add a flashlight function to increase the success rate of scanning the code when the light is poor. A prompt interface is also given on the QR code scanning interface. The difference is that ofo will directly jump to the manual bicycle number input interface if the code scanning fails for about 5 seconds, while Mobike will stay on the code scanning interface.

Mobike requires real-name authentication after paying a deposit. After testing, it was found that the ID number and name did not match and I failed. I would like to ask, under what circumstances did Mobike obtain my ID number information! ! ! . There is no interface for ID number, and you need to enter British International as the nationality, but the instructions below indicate that it is limited to the ID card, passport, and Taiwan Compatriot Certificate of the People's Republic of China. Mobike first gives a parking spot notification on the bike-using interface. In the new version, you can also manually enter the bike number and turn on the flashlight function.

Visual:

Ofo simply adds some yellow embellishments to create a unified style. Mobike switched to a darker black background color. Mobike has a larger code scanning window. Taking the same example, when scanning 3 models of each, Mobike's success rate will be higher than ofo's direct code scanning (a simple test, not used as final evaluation data). Mobike’s input box is relatively long, which makes people feel that the bike has a lot of codes; ofo directly uses long bars to display it, which is visually better. Mobike's code is near the axle of the bicycle and needs to be moved to the side; ofo's code is next to the QR code. Although the text is slightly smaller, it is more convenient to use.

3.5.4 Payment:

Interaction: Both bikes are very attentive in terms of payment. Payment is very convenient and the prompts are extremely fast. But one good thing is that refunds are also more convenient. I recharged two bicycles three times in a row within one month and refunded the money after use. The process is simple and convenient.

Visual: None. Continuous recharges and refunds caused the credit card bill to soar. For testing purposes, I had already used up a small credit card.

4. Summary:

Ofo:

Advantages: The overall application feels good. It takes the campus as the starting point to cultivate future users. The vehicle cost is low, and combined with the user’s mobile phone positioning, the cost of the hardware itself is further reduced. With the support of Didi , there will be more investment in data and funds in the future.

Disadvantages: The APP does not provide the location of surrounding vehicles, only the number, which means that users must find the vehicle before using it. Mechanical locks have a higher chance of being cracked. Relying on mobile phone positioning can easily cause distance deviation. The model is relatively simple and easy to copy.

Mobike:

Advantages: Many patents. Self-developed vehicles have a low damage rate; aluminum alloy frame, shaft drive, and built-in GPS make it easy for users to find surrounding vehicles on the APP. The publicity in operation is good. The deposit is high and the sustainability is strong. The capital of the limelight is strong.

Disadvantages: The vehicle is heavy and not fast to ride. The model is relatively simple and easy to copy.

General description:

Scam: Expect changes to the QR code. Paste a new QR code on the original QR code, or add unrelated QR codes on top of it, causing users to pay directly to other accounts after scanning the code.

Maintenance: No matter what kind of bicycle it is, there will be vehicle maintenance, which requires users to actively send information to the platform. If it happens in a small number of cases, users will be happy to operate it, but if it happens in a large number of cases, users will turn a blind eye. This results in the bicycle being damaged and unable to be repaired, and the repairs are not timely, which affects the user's use.

The competition on the bicycle road will continue, and no one knows who will come up with new tricks, but Mobike has already developed a new model of "shared electric vehicles", taking a step ahead and opening up a new battlefield in a new field.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @老虎色 is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!