How is Uber's NB operation driven?
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I have tried Uber's services many times in the past two weeks, and it feels like it goes against the rules of most taxi-hailing industries. I will talk about it in two parts: algorithms and product design. Magical algorithm and pricing system 1. Uber has its own pricing system, which is indeed cheaper than taxis, 0.25 yuan per minute + 1.5 yuan per kilometer. Where a normal taxi costs 25 yuan, People's Uber only costs 18 yuan. 2. But even if all this money is given to the driver, how can the driver earn such a small amount of money? Unlike taxi drivers who charge a commission of 20%, Uber gives drivers a subsidy of 1.5-2.5 times the amount, depending on whether it is peak time. 3. From 7am to 10am and from 6pm to 11pm, Uber will give the driver a double subsidy. That is, if you as a passenger pay 20 yuan for the ride, Uber will subsidize the driver another 40 yuan. During peak hours on Thursdays and Fridays, it is even 2.5 times, and during normal times it is 1.5 times. This means that Uber will at least subsidize drivers 1.5 times the fare. (It is said that this reward is capped at 50 yuan, which means that the maximum multiple subsidy is 50 yuan to prevent malicious large orders.) 4. You will find that the high-multiple subsidies mentioned above end after 11pm and return to regular prices, because the total number of taxi rides is not large at that time, and domestic taxis generally start routine price increases after 11pm. 5. The magical regional price increase algorithm allows you to increase prices in certain areas at any time. This is not available in traditional taxis. Note that I said "at any time". That is, in places where there are many people and few cars, Uber will still increase the fare for passengers, which may range from 1 to 3 times. 6. But the bright spot is that Uber drivers can see different fare multipliers in different areas, so you can rush to the place near you with the highest multiplier, because you can make more money there. However, as more cars go to that area, the real-time algorithm will adjust the multiplier downward, so late cars will not earn a premium, and the market will return to the balance of supply and demand, and the invisible hand behind the free market. 7. Uber also has a reward policy. As long as a driver completes 20 orders a week, Uber will reward him with 1,600 yuan. This means that as long as this minimum standard is met, the driver can get a subsidy of 6,400 yuan from Uber every month. If you treat this as a serious job, the monthly income is said to be around 20,000 to 30,000 yuan. (According to the latest news I have received, the reward is not that high now. You will get a reward starting from 15 orders a week, up to 400 yuan for 30 orders. If you are in the top 50 drivers each month, you will get an additional 400 yuan, which means a maximum of 800 yuan a week.) Product design for brains 1. You are asked to bind your credit card right from the start, otherwise you will not be able to call a car. I guess most people will be scared away, not to mention that not many people in China know about Uber. But on the other hand, this also creates the best payment experience in the industry. Passengers can just pat their butts and leave, and the driver doesn't need to worry about anything. 2. Drivers are completely unable to grab orders and must accept orders assigned by the system. Drivers have no choice, so they don’t even know where you are going before they pick you up. Taxi-hailing apps allow you to grab orders, so you have choices and it’s easy to snatch orders. In the past, including offline, everyone has encountered the situation where taxi drivers deliberately ask you where you are going and then refuse to take you, and in the end, you still can't get a taxi. 3. After-sales evaluation is required! ! ! This is so ridiculous. Look at the picture below. Do you think you can press the upper left corner to go back and skip? Wrong! Press there to exit the app directly!!! Summary As far as I know, there are indeed people who have switched from taxi driving to driving private cars, and they live a pretty comfortable life. This is exactly the beauty of the sharing economy. You have a full-time job during the day, and after work you open Uber and start taking jobs. First, you will definitely be able to deliver an order to someone in the same office building as you, and then you can work until about 11pm and go home. You can take a break on weekends and go out at night, business will be better. An Uber driver who picked me up once said that if you work harder, you can still make 15,000 yuan a month. If you can complete 70 orders a week, you can be one of the top 50 best drivers in Beijing. Think about the ridiculous monthly actual income of taxi drivers. Uber drivers are still part-time workers. He said that Uber actually made the entire taxi and part-time driver industry more efficient. Behind all this are actually algorithms and big data. It is said that Uber has no more than 10 operating personnel in each city in China. Thinking about the above points, it does save a lot of manpower. [Most domestic Internet companies are operation-driven, while European and American Internet companies are technology-driven] Suddenly it occurred to me that the driver reward policy that changes every week is actually Uber using the bonus lever to test the balance point between the number of drivers and the number of passengers. It’s terrifying to think about it. What’s even more amazing is that it is said that the Silicon Valley headquarters’ carpooling plan has been tested in San Francisco. Suppose the driver takes passenger A to place A, and receives a request from passenger B to go to place B in the same direction. After picking up passenger B, he picks up passenger C and D in turn. Theoretically, during a trip, the train can be guaranteed to keep running and passengers to get on and off continuously, just like a non-stop city train. What kind of requirements does this place on the algorithm? Anyway, I have already offered my knees. A recent hobby of mine is that after getting a car, I silently watch the car on the map slowly drive towards me, and imagine that I have placed a few roadblocks and mines along the way. Of course, Uber has some problems of its own. 1. First of all, it’s a policy issue. Most of the cars in People’s Uber are still defined as “black cars” and may be stopped at any time. 2. The second issue is quantity. If the reputation is not high enough, sometimes during popular hours there will be only one car nearby, and it will take a long time before they can pick you up. 3. Uber drivers are almost never as good at knowing the roads as taxi drivers and they rely too much on Baidu Maps. So, when you meet a female Uber driver who has no sense of direction and you are in a hurry to get on with your journey, you can only wish you good luck. 4. Such high subsidies will not last forever! ! ! 5. The basic user experience of the app cannot be guaranteed. This should be a consensus, right? But in general, the wave of sharing economy and door-to-door services is really coming. Next time I can talk about some changes taking place in various door-to-door services (laundry and car washing, manicure and beauty, cooking and family banquets, etc.). APP Top Promotion (www.opp2.com) is the top Apple and Android application APP promotion platform in China, focusing on mobile promotion operations, research on ASO algorithm rules to optimize rankings, market channel promotion, WeChat marketing promotion, App marketing promotion experience case sharing, and App promotion marketing information. This article is compiled and published by APP Top Promotion, and a link to this article is included. Violators will be held accountable. |
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