China launched an asymmetric attack on Didi? Who can win the industry or the Internet player

In the cold winter of capital, the most tragic business war in the history of the Internet is about to break out! This time, the war is related to the New Third Board.

The first Internet stock on the New Third Board - Shenzhou Youche (838006.OC), has made another move. On the morning of September 22, Shenzhou Special Car officially announced the opening of the U+ open platform of the C2C model, and at the same time it launched the banner of "never take a commission". To put it simply, Shenzhou Special Car has launched the Shenzhou brand "Didi".

This is like throwing a deep-water bomb in the Internet travel market. It is obviously a very upsetting news for Didi, which has just merged Uber China and hopes to achieve large-scale profits as soon as possible.

The Internet travel war is about to break out, how will the future pattern be interpreted?

Shenzhou Special Car suddenly made a big move.

On the morning of September 22, Shenzhou Special Car officially released the U+ open platform strategy, announcing the free opening of traffic, technology and brand resources to qualified car owners across the country, and promised to never take a commission. When users use the Shenzhou Special Car APP to call a taxi, they can freely choose Shenzhou Special Car's own vehicle or U+ open platform vehicle.

In other words, Shenzhou Special Car has opened the B2C online car-hailing platform and has begun to connect to the C2C mode. China's special car wants to build a China's "Little Didi" to find out Didi's psychological shadow area at this moment.

On the same day, Shenzhou Special Car also launched a new preferential policy of charging 100 yuan and giving away 50 yuan.

As soon as this move was used, all parties in the Internet travel industry immediately looked shocked + confused + you were awesome.

The intention of Shenzhou Special Cars in this move is very obvious: on the one hand, it "digs" Didi's drivers and vehicles to supplement its own vehicle supply; on the other hand, it blocks Didi through appropriate recharge discounts and never-ending commissions.

Didi cares a lot. The investors' 10 billion US dollars burned but there was no hope of profit. In addition, they encountered a capital winter, Didi must achieve large-scale profits as soon as possible, otherwise investors will not be able to explain it. As a result, Didi was forced to compromise and merge with Uber China. After the merger, the two well-known market players stopped fighting. As long as the price increases, the reduction or even the driver subsidies are cancelled, it should be easy to make money by commissions.

But Lu Zhengyao, the founder of Shenzhou Special Car, refused to agree.

The reason is very simple. Whether it is B2C or C2C, it is essentially the Internet travel market. In the long run, two-way entry into the other party's territory is inevitable. For new players who travel online, Shenzhou Special Car cannot give up C2C. In fact, Didi has also entered the B2C market from C2C.

Lu Zhengyao chose to block. First, connect to C2C mode; second, never give a commission; third, get 50 for 100 yuan.

Lu Zhengyao is not doing anything nonsense, he has his theoretical foundation. Lu Zhengyao has always believed that the C2C model that relies on commission is not valid. He feels that the threshold for C2C model to go to commission mode is too low and is doomed to be vulnerable. This judgment has become his belief in life.

Under such belief, we see Lu Zhengyao's new actions.

At present, this new action is destined to make Didi uncomfortable. In the short term, both the passenger side and the driver side have enough motivation to use the services of Shenzhou. After all, passengers save more money and drivers make more money, so they will naturally choose China.

Didi burned tens of billions of dollars, but did not create stable user stickiness. It is very tragic, Didi’s road to profit is destined to be more and more difficult.

Lu Zhengyao's choice was clever.

Let’s take a look at the latest trends in the entire Internet travel market.

In the cold winter of capital, Internet companies that do not make money are becoming increasingly unpopular, especially if Internet companies that raise rounds E, F, G, and H still cannot make profits.

Against this background, Didi must make profits and enter the international capital market as soon as possible, otherwise life will be difficult.

But the days of Shenzhou Special Car are completely different now. Shenzhou Youche (the main operating entity of Shenzhou Special Car), which has already landed on the New Third Board, has several consecutive rounds of private placement financing and pre-recharge, and the total cash on the book has reached 6 billion. Shenzhou Youche has reserved enough food and ammunition for this capital in winter.

Obviously, this is the best time to launch an attack; and from the attack method, it is almost a zero-cost war.

For Shenzhou Special Car, the supply of vehicles connected to C2C solves the problem of occasional vehicle shortage in the B2C mode, which is a great thing for existing businesses; at the same time, because neither subsidies are provided to both supply and demand parties, for Shenzhou Youche, what is required is nothing more than more servers and access costs, which is almost 0.

However, for Didi, this is a fatal step: the zero commission of Shenzhou Special Cars directly falsify the C2C commission model, and Didi's road to listing is even more confused.

In fact, this also shows the exquisite timing of the Shenzhou special car. Just imagine, if C2C mode was directly activated to fight Didi head-on with it on the first day of the Chinese New Year last year, how much would it cost and what would the ending be?

Behind the timing choice is in-depth thinking on the Internet travel business.

Unlike Internet players, Lu Zhengyao's team understands better what business is. At the beginning of last year, Shenzhou Special Car chose the B2C model to enter, and all vehicles were operated by themselves to ensure supply. This model has been verified in this year's semi-annual report: the average loss of Shenzhou Special Car orders dropped to 14 yuan, and under controllable losses, the average daily order volume increased significantly to 350,000. In fact, the latest data shows that the average order loss has dropped to an extremely low, and the break-even is right in front of you.

This is also another important background for war. Since B2C is going to make money, why not enter C2C immediately?

But Shenzhou Special Car, which entered the C2C market, does not intend to make money by taking commissions. In fact, with traffic, there will naturally be a business model, but how to make money in the future? Shenzhou Special Car said it still needs to continue to explore.

But no matter what, Didi already felt the chill. So, how will the market be interpreted in the future?

In fact, the situation has been clearer in the past 12 months: traditional industry players who have mastered Internet tool technology are often more awesome, while entrepreneurs with pure Internet background are fading. For example, Lianjia and Soufang in the real estate transaction field, Lianjia's advantages are becoming more and more obvious.

So, when China "fights lightly" enters the C2C market and Didi also "fights lightly" enters the B2C market, who do you think can win?