Can a yellow car be yellow?

In rumor and rumor after rumor, xiaohuangche shows the ups and downs of bike sharing industry.
It's not the first time that the news about the tight capital chain of xiaohuangche has come out. In rumors and refutations, xiaohuangche shows the ups and downs of the bike sharing industry.
On June 4, some media reported that ofo xiaohuangche was facing the difficulties of tight capital chain and large-scale layoffs. It said that the number of layoffs will be the largest in the history of ofo, with the overall proportion of layoffs at the headquarters reaching 50%, and there is the possibility of further expansion. The redundancies involve all business lines of ofo, including business teams and functional departments. Among them, the supply chain team has 80 employees, and the proportion of layoffs is 60%, that is, only 32 employees are retained in the supply chain.
At the same time, there will be drastic changes in management. Zhang Yanqi, head of overseas marketing, left and the whole overseas department was dissolved. At the same time, the departing executives include Nan Nan, senior vice president in charge of marketing public relations business, and Yang Xun, director of public relations content.
Overseas business will not be cut
In response, an internal staff member of ofo told China first financial that Nan Nan had indeed left, but mainly for personal reasons. Zhang Yanqi did not leave. Recently, the company has made a major organizational restructuring. Zhang Yanqi may be responsible for the blockchain business.
I haven't heard about the large-scale layoffs of the company. Judging from the company's large wechat group, the number of employees has increased from about 3000 to about 2800 since the Spring Festival, and there is no layoff ratio mentioned in the report. &"The above staff told China first finance.
Immediately after the incident, ofo co-founder Yu Xin made a response in his circle of friends, saying that the news of COO's resignation was inconsistent and that the dissolution of overseas business was untrue. As for the layoff issue mentioned in the report, Yu Xin said that it is not easy to clarify the matter, and it can only be proved by time. Behind the matter is someone pushing. Yang Xun, one of the people involved in the rumor, also responded in his circle of friends, saying that he did not leave.
Although ofo denied the management earthquake and large-scale layoffs, the discord between ofo and Didi, the departure of three dispatched executives to ofo, bypassing Didi's mortgage bike, borrowing 1.77 billion yuan from Ali to replenish blood, and the rejection of Didi's acquisition offer were exposed to pay cuts and layoffs, to a certain extent reflecting the financial and operational pressure of ofo.
There is no clear profit model and positive cash flow in the bankruptcy fates of Xiaolan and Xiaoming bicycles, or in the end of Mobai, which makes it difficult for bike sharing enterprises to operate independently.
In the early days of bike sharing, the founding team and even the investors once thought that the cost could be recovered and the profits could be realized by rent. The founder of ofo, Dai Wei, once calculated an account: at present, each car can bring about an income of 5-10 yuan. The cost of ofo bicycles is less than 300 yuan. If the depreciation is calculated according to 12-month scrapping, the daily depreciation is less than 1 yuan. Each operation and maintenance personnel is responsible for 300 cars, with a daily salary of 100 yuan. The cost of each car is less than 1 yuan. Overall, the gross profit is 70% - 80% about.
But with the help of capital, the changing parameters in the real competition field are far more complex than this account.
After several bicycle companies have launched "deposit free" and "free" models, it is not realistic to make profits only by rent. &"The bike sharing business model is established, but the valuation is too high. In the absence of management, the rent free model is difficult to continue in the first and second tier cities, and the run on deposit is also very serious. &"Chen Yuying, former CEO of Xiaoming bicycle, once told China first financial.
The tightening of capital, high management, operation and maintenance costs, only rely on a single rental income is difficult to bring considerable profits. After the new year, Moby and ofo stopped the price war. Ofo even launched commercial advertising of car body and launched open screen advertising on app.
The example shows that the resource data given by ofo is "15 million bicycles, covering 250 million users", while the advertising price of brand customized car body is 2000 yuan per month, and the open screen advertising price is 100-120 yuan, starting from 1000 CPM. In the third-party workplace social software pulse, the reporter also found that there are many ofo B2B business unit employees in promoting advertising business.
But in the actual promotion, brand owners are still worried about the effect of body advertising. &"On the one hand, the advertising space is relatively narrow, and many shared bicycles parked on the roadside are covered with psoriasis advertisements, which will reduce the effect. At the same time, mobile advertising should also consider the environmental safety of brand presentation. &"A senior advertising personage told reporters.
The more direct risk comes from the policy. Cities including Beijing and Shanghai have begun to ban commercial advertisements on vehicles. The revenue growth brought by advertisements is not optimistic.
Hand to hand combat
New changes are brewing in the bike sharing market, with giants as the biggest variable.
Harrow bike, which was also invested by Ali, once again won ant financial service's leading investment of 2 billion yuan. According to the announcement of Yong'an bank, low carbon technology of the joint-stock company has obtained a capital increase of 2.06 billion yuan, of which Shanghai Yunxin, a wholly-owned subsidiary of ant financial services, has increased the capital by 1.893 billion yuan. Shanghai Yunxin's shareholding ratio in low carbon technology will rise from 27.6% to 36.7%; Yong'an bank's shareholding ratio will drop from 10.2% to 8.9%, which is the second largest shareholder. The overall valuation of low carbon technology is no less than 14%68 million US dollars.
Low carbon technology is the main operation body of harrow bicycle and Yongan bank after the low-carbon merger. In the past half a year, harrow bicycle has completed four rounds of financing, with a total financing amount of more than 1.5 billion US dollars. The financing scale and speed are in sharp contrast with the whole industry. Ant financial services led the investment in three rounds of financing, becoming the largest shareholder of harrow bicycle.
After missing the traffic entrance brought by the taxi fight, Ali won't miss the huge offline scene of bicycles any more. Since March, the national sesame credit deposit free strategy adopted by harrow bicycles has achieved remarkable results, becoming an important starting point for Ali to promote payment tools. In the view of the industry, as two important pieces of Alibaba's layout of bike sharing, ant financial services has frequently given blessing to harrow bike, which has promoted its strategic position.
On the other hand, ofo, which has been seeking independent development, is trying to establish its own credit system. Prior to that, ofo and sesame credit launched the policy of credit free deposit in 25 cities across the country. Now only five cities, Shanghai, Hangzhou, Guangzhou, Shenzhen and Xiamen, can use the policy. In other cities, users can continue to enjoy the deposit free service only after they purchase the 95 yuan welfare package. The 95 yuan welfare package is directly charged into the account balance. After consumption, users need to buy it again.