The life-and-death situation of shared bicycles has changed. Who can do the work first?

If it were not for the title of "Zombie Bike", we would not know that there is a "Xianzhou Road" in Jiangning, Nanjing. There is a "cemetery" for shared bicycles. Unlike others, this is a "special event" for Mobike.

Data review, Nanjing people ride in public, very good!

It seems to be in trouble, but there is a glimmer of light.

At the end of December 2018, the annual data of Nanjing’s public bicycles were released, and all cycling indicator data increased. Data show that in 2018, the 98,000 public bicycles distributed at nearly 3,000 stations in Nanjing were used by more than 40 million people throughout the year, with a total cycling mileage of 96 million kilometers, which can circle the earth's equator approximately 2,400 times. The public cycling mileage of citizens is equivalent to a carbon dioxide emission reduction of 21,000 tons. According to the Ant Forest formula, it is equivalent to planting 143,000 Scotch pine trees in one year.

The user whose surname was Ding ranked first in cycling in 2018. He rode a total of 3,738 times, an average of more than 10 times a day, with a total riding time of 747 hours and a total mileage of approximately 8,970 kilometers. There are 11 top users who have ridden more than 2,400 times a year.

We visited the third runner-up in 2018. This cycling expert is very energetic. He is not at all 64 years old. He is in a very young state. The Nanjing people who love cycling are so beautiful.

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Yes, there are not only experts in public cycling in Nanjing, but also "compulsory riders". Citizens like Qin Donghua are not only fans of public bicycles, but also "experts at finding bicycles." He once found 10 bicycles in one month.

According to comprehensive public reports, in June 2017, the country's first shared bicycle "Wukong Bicycle" announced that it would cease operations. The founder said that after investing more than 1,000 bicycles, less than 100 were recovered, resulting in a loss of more than 3 million yuan. "The missing bicycles are treated as public welfare." Coincidentally, in the same month, Wu Shenghua, the founder of 3Vbike, revealed that he spent his own money to build 1,000 bicycles, but only a few dozen were recovered after being put on the market. In some areas, the vehicle loss rate reached 100%. No matter what color the shared bicycles are, and no matter what kind of amazing data they create through subsidies to attract new users, when it comes to vehicle wear and tear and loss rates, everyone is "tired and not in love."

It seems that only Nanjing's public bicycles have such an "obligation to find riders". In the interview with Qin Donghua, in addition to his enthusiasm for public welfare, the small rules of the public bicycle management mechanism of "one support, two push, and three customer service calls" played a big role.

When citizens find a suspected abandoned public bicycle, they first push the bicycle onto the pile and then call the customer service hotline. The clues will be distributed immediately, and the management staff will rush to the scene to take over the processing. After the vehicle is confirmed to be correct, enthusiastic citizens will receive certain rewards. Although it was just a small act of kindness, the city's public managers "took over" the act of kindness. When it came to finding a bicycle, citizens and the public bicycle company formed positive feedback that encouraged each other. Citizens and managers jointly established urban order, and their love for Nanjing was released. The homeless cars kept returning home with the help of citizens.

One move to recruit, one move to death, who knows the winner?

There are tens of thousands of Mobike zombie bikes in the yard on Xianzhou Road in Jiangning, many of which are new Mobike bikes. Newer bikes are already facing the fate of being abandoned. On the streets of Nanjing, 50 of the first batch of public bicycles launched in 2012 are still in operation.

According to 2018 data, each Nanjing public bicycle rides an average of nearly 1,000 kilometers. These 2012 models are priced at 100 kilometers per year.0 kilometers accumulated, nearly 7,000 kilometers have been ridden. This is exactly the value of the sharing economy.

“There are 62,000 public bicycles scattered throughout the streets and alleys in the main urban area of Nanjing. Some stations are very remote, and some thefts are inevitable. However, compared with cities such as Hangzhou and Taiyuan, which have large scale public bicycles, the loss rate in Nanjing is very low and is decreasing year by year. ”

Tian Feng, the head of Nanjing’s public bicycles, is very careful about shared riding.

“If there are 400,000 shared bicycles in Nanjing, and each one costs 600 yuan, that’s several hundred million. Several hundred million dollars may be depreciated or even scrapped within one or two years. No enterprise, including Internet companies, can afford such losses. ”

In Tian Feng’s view, shared bicycles are still relying on capital to survive at this stage. Different from the "money-burning model" of the Internet, Nanjing's public bicycles must use their "limited financial resources" to ensure the "last mile" travel needs of citizens.

As one of the first cities to launch public bicycles, after 6 years of development, by 2018 Nanjing has:

· There are nearly 3,000 public bicycle stations (1,515 in the main urban area)

·More than 98,000 public bicycles have been put into use (62,000 in the main urban area)

·More than 600,000 public bicycle physical cards have been issued

·“Chanxing Nanjing” App has hundreds of thousands of registered users active in the main city area

One step is tight, the other is slow, and the chess is carefully operated

Based on city size, economy, population and other factors, the suitable benchmark city for Nanjing’s public bicycles is Hangzhou. At present, Nanjing is not only larger in scale than Hangzhou, but also has lower operating costs than Hangzhou. Tian Feng believes that this is due to the innovative and advanced employment model used by Nanjing Public Bicycle Company.

It is understood that Hangzhou Public Bicycle Company has more than 700 employees, while Nanjing Public Bicycle Company has only more than 200 regular employees, and the remaining 400 people are "short-term employees" who work 4 hours a day, 2 hours in the morning and 2 hours in the evening. Through big data and manual intervention, the site dispatch of temporary personnel is completed, which not only improves efficiency, but also saves 2/3 of the company's overall personnel wages.

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From a timeline perspective, the technological development of the Nanjing Public Bicycle Company overlaps with the impact of Internet shared bicycles on the market. In the fierce market competition, the public bicycles have not declined, but have "drove" and entered a major improvement in skills.

In March 2017, the Nanjing Public Bicycle Company upgraded the "Travel Nanjing" APP in the main urban area. New users can rent a car without a card.

In October 2017, Nanjing’s first “gate-type” public bicycle station was put into pilot operation. Start exploring the dockless model.

In December 2017, all public bicycles in Nanjing realized QR code riding services. A small drawback is that the App cannot be bound to the original physical card, and you need to open a new account and pay a deposit before you can use it.

In December 2018, the APP mobile code scanning and physical card binding services were completed. After old users bind the APP, the physical card can be given to other people for use, which not only solves user experience bugs, but also allows two people to share one card, which can not only attract new users but also increase daily activity.

There are many upgrade goals for 2019. The one that has been nearly completed is the deposit-free pay-per-use service by scanning the QR code.

Who lost the first move?

atIn Nanjing, in 2015, 2016, 2017, and 2018, shared bicycles represented by Mobike and ofo started from scratch, soaring from 10,000 to 700,000 in one year, and then dropped to 317,000 in the next year. The data is like a roller coaster. In the same time window, Nanjing's other "bus" public bicycle has drawn a stable growth curve of 36,000-71,000-96,000-98,000.

In the Snake game GAME OVER, the development of the body blocks the passage of progress. This is very similar to the story of the disillusionment of shared bicycles. In the development of shared bicycles, the stuck link is "order".

Shared bicycles piled chaotically in front of Nanjing Qingjiang Square

The development of Nanjing’s public bicycles has also been stuck. Although it started ahead, the rise of the pileless model directly impacted the original plan. With its own public service genes, the selection and layout of Nanjing’s public bicycles need to be integrated into the urban public transportation system, and the starting point must be the docked model. Due to the emphasis on order, the planned and developed public bicycles were once taken away from the market by "free" shared bicycles, and the roads were narrow. However, after walking through the crazy canyon of shared bicycles, public bicycles relied on order and regained the market.

Naked swimmers may be more topical, but the hard work of those who persist should also be seen.

Long test: Public cycling, the stars gradually come to Zhongyuan

From shared bicycles to in-depth bicycle sharing, it is not a simple word order adjustment, nor a public service agency deliberately transforming into an Internet company, but from the perspective of urban public services, adding value to the sharing economy and improving an effective public riding model for smart cities under the big data model.

Although Tian Feng once envied the money-burning capital investment of Internet bicycle sharing, using subsidies to conquer cities and seize users, he has always stuck to the scope of public services and held on to the little "capital" invested in public resources. Do not be overwhelmed by the momentum of competing products, but find the development direction of your own products through competitors, and master the refined operational skills brought by the Internet. In 2018, not only did various operational indicators improve, but the "hematopoietic function" was further enhanced through site body advertising and other methods.

The public service attribute does not restrict Nanjing’s public bicycles from having Internet attributes. When they entered the sharing economy from public services, and after the shared bicycle bubble subsided, they took over and became the guardians, promoters and contributors of this industry.

Not long ago, Qingju Bicycle approached Tian Feng to discuss whether Nanjing Public Bicycle could provide paid operation and maintenance services. After 6 years of market training, Tian Feng’s team not only has experience in daily management, but also has experience in big data applications and precise layout. A stable vehicle condition tracking and maintenance team is an investment that Internet companies cannot make. These unique secrets are the unique advantages of Nanjing's public bicycles. Tian Feng revealed that in addition to opening up operation and maintenance capabilities, with the support of the competent authorities, they will open up more cooperation scenarios.

[Source: Yangtze Evening News]