Chapter five hundred and seventy fourth wolf in sheep's clothing
This novel interaction method, the experience of remotely unlocking the car lock through a mobile phone, always inadvertently gives people a sense of technology and instant visibility.
When Mobike was on the Internet, it claimed to have hired [Papi Jiang] with tens of millions of endorsement fees, and it used a press conference to promote the high technological content of its products...
Despite this, the senses given to consumers are illusory and empty. After all, in the inherent impression of most people, isn't it just a bicycle?
It's so hyped, but it's still a bicycle, and it can't be turned into a motorcycle with just two wheels.
But when you try it yourself and experience this unique unlocking, the "click" sound always gives people a different and novel experience.
Although this function is essentially like a car key, putting sparse and common functions on a bicycle is a so-called dimensionality reduction attack.
What's more, before this, no one would think that a bicycle needs to be equipped with such a tall lock, but if it is placed on such a bicycle costing 3,000 yuan, it does not seem to be unacceptable.
After unlocking it, the guy jumped on the horse decisively. Although it was still a bicycle, I don't know if it was a psychological effect, but he felt that the feeling of riding this bicycle was different.
"It's not bad, it's very comfortable to ride. I suggest you give it a try. I have to go to work quickly, so let me give in." With everyone watching, this guy set off on his bicycle in high spirits.
A group of young people were left who were eager to try. They couldn't help but look at the remaining Mobike bicycles. In the dark, they seemed to hear a strange sound coming from the Mobike bicycles.
"Uncle, come and play. You don't need 499 or 399. You only need a deposit of 299 and you can enjoy a half-hour riding service for 1 yuan~"
We are all young and energetic people, how can we resist this temptation? We immediately stopped hesitating, took out our mobile phones and prepared to scan for a shared bicycle to experience it.
After all, everyone said that the deposit is refundable, so you don’t want to just stare at the 300 yuan pitfall, right? (Funny)
Interludes like this are constantly happening on the morning rush hour commute in Shanghai. The vast majority of young people who have seen Mobike ads online have become the first brave people to try it out.
And when the 2,000 Mobike bicycles no longer just parked in place, but began to move quickly, their own advertising function also began to quietly manifest.
However, the real killer of shared bicycles has inadvertently begun to show its fangs, which is the financial attributes that theoretically come with its products.
Bike sharing seems to be a simple public transportation project, but it is just a financial project covered by skin, especially the rental deposit system that seems reasonable.
It is precisely because in life, whether renting a house or staying in a hotel or other traditional rental services, there is a reasonable and legal deposit system.
Therefore, under the influence of inertial thinking, when shared bicycles require a deposit, the vast majority of users think it is reasonable.
However, the biggest difference between shared bicycles and traditional rental services is that when we end a rental service, the deposit will be automatically refunded.
But when this process was transferred to shared bicycles, especially with the help of the convenient tool of mobile phones, this process has been subconsciously ignored by everyone.
In other words, the designers intentionally let users ignore it. Compared with the cumbersome operation of paying a deposit once for every use, placing the deposit on the platform is obviously a more convenient move.
Coupled with the paralysis of the propaganda that "the deposit can be refunded at any time, and the refund will be credited to the account immediately", no matter how vigilant the user is, after several successful refund attempts, there is a high probability that they will no longer perform such repeated meaningless operations.
With the support of this financial model, shared bicycles are obviously no longer just a means of transportation that simply relies on rental income, but more like a walking sales machine.
A simple calculation shows that the original rental business of 1 yuan and half an hour, in theory, a Mobike bicycle costing 3,000 yuan can only earn 48 yuan from seamlessly picking up customers a day, and it will take 5 days to recover the capital.
Of course, this is only theoretical. In fact, under the ideal condition of a bicycle, if it can run for one-third of the day, it can definitely be regarded as a model worker.
Therefore, it is conservatively estimated that it will take nearly a year to achieve profitability based solely on rental income. However, Mobike can theoretically reach the standard of five years of high-frequency use without manual maintenance!
In other words, in theory, there is a profit period of up to four years. From this perspective, shared bicycles are just an ordinary profit-making project.
In fact, rent is just an appearance. The key point is that each shared bicycle does not only correspond to one user. After all, this is shared bicycles, not buying and selling bicycles.
Compared with making money from rentals, which has a long one-year payback cycle, a Mobike actually only needs to attract 10 new users to pay a deposit, which is enough to make back the investment!
Recruiting 20 new users means double profits... Repeatedly, a considerable amount of cash flow will appear in the hands of the shared bicycle companies.
Although this deposit does not belong to the company in name but to the user, as long as the user does not apply for a refund of the deposit, the money will always be in the hands of the company!
For convenience of use, due to inertia, most users will not return their deposits frequently. As long as the cash flow is stable and there is no large-scale run effect, it is enough to ensure that there is always a stable amount of funds in their hands to use.
At a glance, this model looks very familiar. Rounding it off, it looks like a bank, or even a fund institution that raises funds from users.
Moreover, it is still the kind of fund institution that does not need to pay interest and income to users at all. It only needs to continue to release shared bicycles into society regularly and quantitatively, which is enough to maintain this operating model.
What's more, rent is also a stable income that can grow rapidly. This model may seem unremarkable at first glance, but over time, it will spread across the country like a prairie fire...
Naturally, it’s out of control!
Of course, more and more people will see through the true nature of this model, which is a wolf in sheep's clothing!
However, when you see through an extremely profitable but simple and crude model, especially when there are only a few pedestrians on this track, you will choose to join in the trend and make a fortune together...
Or flipping the table vigorously and awe-inspiring?
Both are human nature. If you choose the latter, then I can only give a thumbs up and say: "You are noble and you are amazing."
In reality, the fancy shared bicycles that have sprung up like mushrooms after a rain may have given an answer.
What's more, in the face of the general trend of the times, even if you choose to lift the table with righteousness, it is just a mantis trying to do something, and it will not stir up any waves.
At the same time, at the end of the day, Mobike’s operations team also handed over the fresh summary data report to Hu Weiwei.
Holding this warm data report and looking at the considerable data above, the remaining anxiety in Hu Weiwei's heart was swept away and turned into joy.
The intuitive impact of data made Hu Weiwei feel a little dazed. No matter how slow he was, Hu Weiwei had discovered that the potential of this project seemed to be far beyond his imagination.