Are shared bikes doomed to fail?
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The closure of shared bikes has not slowed down people's suspicion and suspicion of it. Topics such as mergers, deposits, and activity are affecting and even changing people's original perception of shared bikes. From small mid- and downstream platforms to large head platforms, shared bikes are experiencing a bottom-up public opinion baptism and market test. Is bike-sharing a false proposition? If not, where will bike-sharing go? These questions are becoming the main issues that need to be answered in the current bike-sharing market. In essence, the development of shared bicycles is a drama dominated by capital, which represents the anxiety shared by capital and the industry in the era of mobile Internet. The participation of Internet giants has brought competition in the shared bicycle industry to a larger level. The layout of shared bicycles has risen from a simple capital level to a deep industry level. Participating in the layout of shared bicycles has become an indispensable way for Internet giants to obtain traffic. As the enthusiasm for capital fades, shared bikes are facing more and more development difficulties. The competition for traffic is about to end, user activity continues to decline, and the single development model is becoming the main problems that plague the development of shared bikes. Whether these problems can be solved will directly affect whether the competitors in the second half of shared bikes can bid farewell to the current capital-driven status quo and enter a new stage of development. Judging from the current market development trend, the shared bicycle market has entered a period of deep reshuffle. After experiencing a wave of bankruptcies in the early stage, most of the participants who can still survive well in the shared bicycle market now have their own unique advantages in some links or aspects. With the saturation of the market, especially with the upgrading of people's demand for shared bicycles, the development model in the mobile Internet era that simply relies on subsidies and investment to try to achieve self-development will become narrower and narrower. As user demands upgrade, shared bikes also need to undergo an upgrade to achieve their development in the new market state. Just as Taobao divided Taobao and Tmall, the current shared bikes are also undergoing an adjustment in their development strategy. How to promote the new development of shared bikes through in-depth adjustments and how to achieve the optimization and upgrade of shared bikes with the help of new technical means have become important issues that need to be solved in the current shared bike market. To change the original model, shared bicycles need to cultivate carefully. As a product of the mobile Internet era, the development logic of shared bicycles is still based on traffic thinking, that is, to increase the frequency of users using shared bicycles through subsidies and investment. This development model can help shared bicycles quickly establish market advantages in the early stage of development, win the attention of capital, and find the first pot of gold for self-development. After the market structure of shared bicycles is established, the survival of shared bicycle companies is no longer the main issue that determines their development. How to promote the current user activity through in-depth operation and optimization and upgrading has become the main theme of the current development of the shared bicycle market. Finding the balance between market demand and the deployment of shared bicycles, optimizing and upgrading the shared bicycle riding experience, and continuously increasing the "re-riding rate" of existing users have become important issues that need to be urgently addressed in the current development of shared bicycles. The so-called shared bicycle "graveyard" previously reported by the media is a major manifestation of the fact that the supply of shared bicycles has exceeded user demand. How to find a balance between user demand and market supply is becoming the main theme of the era of intensive cultivation of shared bicycles. The future in-depth development of shared bikes must be to say goodbye to shared bikes. Didi’s development tells us that after an industry or company matures in the development of something, it must improve its own ecosystem and radiate outward from its core business to find new development possibilities. According to this logic, the future development of shared bicycles needs to increase its layout in industries other than shared bicycles. Therefore, the future development of shared bicycles must bid farewell to shared bicycles themselves. With the advantage of accumulated traffic, what shared bikes need is to realize traffic monetization through cross-industry cooperation. For example, we can draw a relatively clear user portrait based on the user's riding trajectory data, and then promote our own traffic monetization and meet the diverse needs of users by making corresponding recommendations to users. The main direction of shared bicycle development is to de-share bicycles, that is, to expand and extend its own development industry chain with shared bicycles as the entry point to find more development possibilities, thereby realizing the diversified development of its own business. For example, we can link shared bicycles with related industries such as food, travel, hotels, and finance to achieve diversified and multi-dimensional self-development, bid farewell to the current single development state and achieve deeper development. To enhance the added value of shared bicycles, the strategy of focusing on marketing instead of technology should be abandoned. Although shared bicycles are equipped with smart locks and solar power generation devices, these technologies only solve the task of collecting user rental and return data for the development of shared bicycles. The current smart lock technology cannot completely solve the deeper data. Therefore, the future development of shared bicycles must rely on new smart locks to obtain more and more refined data. In addition to upgrading the current smart locks, shared bicycles should also have the ability to analyze and organize intelligent data, and obtain multi-directional and multi-dimensional self-development by analyzing users' riding data. They can even find ways and methods to apply this data in other fields by analyzing users' data on shared bicycles, thereby realizing the multi-dimensional and multi-industry development of shared bicycles. At present, the development of shared bicycles is still based on the development strategy of focusing on investment and marketing. This development model plays a very important role in the early stage of the industry. If the development is still carried out in this way after the shared bicycle market position is established, then after the market demand is saturated, if it is still developed in this way, it will inevitably fall into a vicious circle of low user activity and inefficient market development, which is also very unfavorable to the development of the entire industry. At present, the new issues facing shared bicycles are directly affecting their development trends and directions as well as their own correctness. With the end of the mobile Internet era and the advent of the new technology era, shared bicycles will face greater changes and challenges. So, in the new technology era, how should shared bicycles develop to overcome the current development difficulties and achieve a new stage of development after all the difficulties? Using new technologies as a breakthrough point, we can find ways and methods to solve the dilemma of shared bicycles. The end of the mobile Internet era has made us start looking for new profit growth points. The transformation and integration capabilities of new technologies have allowed us to see the ideas and methods of development in the post-Internet era, and the same is true for shared bicycles. By increasing the application of new technologies in shared bicycles, we can also find new development opportunities in the new technology trend and bring its development into a new stage of development. For example, through the application of big data, we can improve the existing shared bicycle distribution methods, optimize the distribution of shared bicycles through data integration, and improve the application efficiency of shared bicycles. In addition, we can also use new technologies to enhance the breadth and depth of users' use of shared bicycles so that shared bicycles can be used for more than just riding, thereby expanding the market breadth of shared bicycles... From one perspective, the current dilemma faced by shared bicycles is the singleness and weakness of Internet technology in the application of the sharing economy. Therefore, increasing the application of new technologies in shared bicycles will undoubtedly increase their attractiveness and attachment to users, thereby finding ways and methods to stimulate user activity. Find and enrich the development model of shared bicycles, and reduce the difficulties caused by the current single development model of shared bicycles. In essence, the current development of shared bikes still follows the development model of the Internet era, relying on extensive deployment and large subsidies to acquire users. This development model can play a certain role and effect when Internet technology has not yet affected people's behavior habits. With the end of the traffic advantage brought by user migration, this way of relying on acquiring user traffic to gain development momentum is increasingly facing unprecedented difficulties. If shared bikes want to break the current development dilemma, one of the important points is to find a development model beyond the mobile Internet era and enrich this development model. In this way, the development of shared bikes will not go into an increasingly narrow development dead end, and shared bikes will truly develop into a new species that meets the consumption upgrade needs of users. Optimize and innovate the relationship between shared bicycles, platforms and users, and let shared bicycles play a good role as platforms, so that they can truly return to the scope of the sharing economy. At present, shared bicycle platforms connect with users through shared bicycles, which invisibly increases the pressure on shared bicycle platforms. In fact, it cannot fundamentally reduce the idle rate of shared bicycles in social resources, and may even cause a waste of social resources. If we can change the current relationship between the three parties, stimulate the subjective initiative of users, and regulate their irregularities in the use of shared bicycles by increasing the usage costs of users, it will undoubtedly increase the usage rate of shared bicycles and even bring the development of shared bicycles into a new era. Imagine if every user is the owner of a shared bicycle, and the shared bicycle platform acts as a supervisor and regulator, and other users can also obtain certain benefits when renting idle shared bicycles, then can the enthusiasm of these users be mobilized, which will in turn help to standardize the parking, use and management of shared bicycles? Therefore, as a type of sharing economy, what shared bicycles need to do is to reorganize and adjust the relationship between the three parties, truly return shared bicycles to the scope of sharing economy, and reconfigure social resources on the platform to achieve the goal of maximizing resource utilization, rather than the current waste of social resources. The deep reshuffle of the shared bicycle market will continue. At present, when the current development model and development ideas have not been adjusted, shared bicycles will face dual pressures from the market and public opinion. As new technologies break the thinking mode of the Internet era, the development of shared bicycles will face adjustments. Returning to the essence of the sharing economy and expanding the connotation and extension of the shared bicycle model may be the real way and method to get shared bicycles back on the right track of development. When capital retreats and the market returns to rationality, the development of shared bicycles may cool down, and shared bicycle platforms can make changes starting from users, and users can pay again. Should we give a new species whose development model has not yet been finalized a little more time? As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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