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Some time ago, shared bicycles were regulated in various places, and many bicycles were confiscated. Among them, the problem of random parking of vehicles was of great concern to everyone. Later, a 12-year-old boy riding a bicycle caused a car accident, which attracted widespread attention in the industry. The problem of vehicle management of shared bicycles became apparent and needed to be solved urgently. The solution proposed by Mobike was to use the credit points of passengers to restrict users' bad behavior, so as to achieve the purpose of regulating parking and driving behavior.
However, does it really work to use credit points to constrain users? If the credit score is less than 80 points, the user will spend 100 yuan for one ride. Do you think those people who do not meet the credit score standard will still use the Mobike shared bicycle platform? In fact, there are very few users with credit scores below 80 points at present, so this regulation is actually aimed at those users who use Mobike bicycles normally and have credit scores above 80 points. This is to constrain their behavior and tell them not to cross the line, not to have improper behavior, and to maintain good riding habits. At the same time, Mobike can obtain the location information of the vehicle through the "GPS+Beidou+GLONASS" three-mode satellite positioning, and deal with the behavior of illegally parking vehicles in a timely manner. A multi-pronged approach can effectively constrain riders. However, it should be noted that there is a more extreme problem. According to user feedback, they believe that such a clause is useless. People without quality will not change easily. After deducting points, they will prefer other bicycles, so that Mobike users will be lost. So, what does Mobike think? Since it has been determined that this user is unqualified, it is lost, and there is no pity. And if we follow this logic, if unqualified users park randomly and qualified users do not park randomly, then the credit score will only constrain the qualified group? This does not make sense. To put it simply, the binding force of the credit score lies in the future. If you want to continue to use Mobike services, you must maintain a good credit score. Once you behave improperly, you will be deducted points. After the deduction, you will have to pay a high riding fee, which is a punishment. Can credit score be used as a judgment indicator? In Mobike's credit score rules, illegal parking and forgetting to lock the bike will be deducted 20 points and 15 points respectively. Other behaviors such as violating traffic regulations and handling the vehicle privately are also not allowed, and all credit points will be deducted directly. After the credit points are deducted, you can get credit points by riding normally, reporting faults, reporting illegal parking, inviting friends to register and sharing rides. Therefore, if you are deducted points, it is best to add points as soon as possible, otherwise you will not be able to use Mobike with peace of mind. From the point of view of deduction, generally speaking, as long as the rules are followed, points will not be deducted casually. Therefore, judging a person's behavior by the standard of credit score may write the most valuable industry in the process of business evolution. From a financial perspective, credit can be used to apply for credit cards, to consume in advance, and to enjoy many preferential services, such as Sesame Credit; from the perspective of the self-media industry, after the credit score is deducted, it is not possible to participate in the platform's lottery activities, such as the competition for the big fish bonus of the big fish account; from the perspective of personal behavior, people with high credit scores can win the trust of more people. Should ofo also strengthen credit score management? Is it difficult ? In fact, ofo's random parking phenomenon also exists, and there are many types of vehicles, including smart locks and non-smart locks. In this way, the management of credit scores is very difficult compared to Mobike. Some vehicles do not have positioning devices and are low in cost; the vehicles are also much lower in hardness and complexity of the device, and are easily damaged. In addition, the supervision of vehicles cannot be entirely based on reports, which is unrealistic. Therefore, it is difficult for ofo vehicles to achieve the same effect as Mobike in credit score management. Even if a rule is set to increase the usage fee if the score is lower than a certain value, it will not have much effect. Many analysts believe that the low cost of ofo vehicles is a means of strategic layout. With low vehicle costs, ofo can put more vehicles in the market with limited funds. In fact, ofo's initial operation market was only campus, so vehicles like the yellow bikes were sufficient to meet the needs of students. In today's social market, users are uneven. In order to improve user data, as long as the number of users can be increased, it is a good thing. Under the crazy expansion, there are inevitably fish in troubled waters. In addition, ofo's initial deposit was only 99 yuan, compared with Mobike's 299 yuan, even after the price was raised to 199, it was still 100 yuan lower, and there was also a division in the level of consumer ability. Compared with the two, it does not seem to be a rational behavior for ofo to compete with Mobike through credit points. In addition, ofo needs new tricks in user management and behavioral norms. It is not wise to blindly imitate Mobike. 1. Manage users in different levels according to their usage behavior Different consumers use ofo bikes at different frequencies, in different driving areas and at different time periods. Based on these data, users can be classified into different categories, such as office workers, company sales, students, etc. Different management rules can be implemented for different users. For example, office workers are mainly recommended cheaper weekly and monthly cards, company sales can extend their riding time, and students can be given appropriate and relaxed policies on the parking of yellow bikes. Or use the hierarchy system and interest-based labels to distinguish different users, which can also be used in the later e-commerce and precise marketing advertising push. 2. It is better to cultivate products and users than to spend money on shopping With the maturity of the shared bicycle market, ofo and Mobike have received huge financial support. In order to continue to expand their advantages, the two companies have spent money on user subsidies and cultivated user riding habits. The subsidy discounts are to convert those users who have not paid a deposit. However, shared bicycles should not be made into products with too much commercial marketing, just like the money-burning war between Didi and Shenzhou. In the end, it is not only the companies themselves that suffer, but also the consumers. After the market was damaged, regulators stepped in, and users complained about the high prices without subsidies. Now it seems that the illusion of burning money will eventually be exposed after the high temperature subsides. Instead of using high prices to create prosperity, it is better to focus on products, update business models, and respond to the ever-changing market and users with continuous innovation, and strive to provide users with better services. This is the right way. Mobike and ofo have different operating concepts and user tastes, so of course they cannot implement the same operating rules. Regardless of the effectiveness of Mobike's credit score rules, what ofo needs to do now is not to follow blindly, but to find its own development routine. Whether it is product innovation or making a fuss about existing users in operations, or promoting profitable projects, it is desirable and necessary. 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. |
