Volume 3: Taking Roots 2016 Chapter 675: The Turn of Times
If the protagonist in the capital market in the first half of 2016 was the live streaming platform, then when it came to the second half of 2016, the protagonist had undoubtedly become shared bicycles.
As the saying goes, things change over time. There is always more money in the capital market than projects. When the live broadcast platform tends to be saturated and the investment threshold gradually becomes apparent.
The hot money in the market will naturally flow to the new favorites, and obviously, shared bicycles are the new favorites emerging in the capital market.
With a large amount of hot money pouring into the shared bicycle market, the field of shared bicycles has suddenly sprung up like mushrooms after a rain, from the originally deserted situation of two or three big cats and small cats, to hundreds of shared bicycle companies.
That is to say, China is a vast country with abundant resources and enough space for these shared bicycle companies to start businesses and develop their businesses. If it were some small countries, even if there were only one or two companies, they would probably be overwhelmed.
At the same time, all kinds of colorful bicycles began to appear on the streets. Obviously, if this industry continues to develop in this way, there will be very few colors left for latecomers to choose from.
With a large amount of hot money pouring in, making the shared bicycle business bigger and stronger is naturally a good thing that will bring more benefits than disadvantages for the leader who is the first to enter the market and grab the market share!
After all, for a niche market with millions of people, even if you occupy more than half of the market share, it is only a mere 500,000. But if the market soars to tens of millions...
Even if your market share "plunges" by half, the number of users you have gained has already exceeded one million. It may seem like a drop, but in fact it has increased.
This is also the advantage of being the first to enter the market and grabbing land. Sometimes, when facing a blue ocean, people with stronger professional abilities may not necessarily be able to get the biggest piece of the pie.
On the contrary, the first group of people to enter the market often have the opportunity to make a fortune.
Whether it is Mobike or Ofo, they are obviously among the first batch of people to enter the market and grab market share.
In particular, Ofo was founded in 2014 as a student startup on the Peking University campus and gradually got on the right track through step-by-step exploration.
Until 2015, starting from the Peking University campus, the company gradually expanded its market to major universities in Beijing, and successfully implemented its business model based in universities.
And with this achievement, it received financing incentives one after another, and then started its rapid development. Only those who run fast enough can get round after round of financing.
With the tank full of gas, the accelerator was naturally full of power. It only took a very short time to double the orders from 5 million to 10 million!
And after receiving strategic investment from Didi Chuxing, the undisputed leading player in the sharing economy, the ofo is undoubtedly more confident and unstoppable.
After all, as a latecomer in the sharing economy, being recognized by Didi Chuxing means it is “designated” as the No. 1 shared bike company, right?
Taking advantage of the summer vacation, which is a window period for college students, the factory behind the shared bikes has wound up and started producing shared bikes at full capacity, preparing to take over the college market in one fell swoop.
By then, with such an extremely solid rear base as a backup, you can attack or defend, start the city travel plan, and further turn your advantages into victory!
As for Mobike, which has already entered the Beijing market, Dai Wei has nothing to fear at all. When the little yellow bikes emerge from colleges and universities, they will naturally be able to sweep the world.
After all, the high cost of manufacturing Mobike is always Mobike’s biggest flaw!
Even if a lightweight version is launched, ofo can still produce 3 or 4 shared bicycles at the same price. In terms of occupying the market, the advantage of quantity is obviously far greater than that of quality.
Especially for products like shared bicycles, how can the concept of "sharing" be realized if there are not enough of them?
If users cannot take and use shared bikes whenever they want and enjoy the convenience of them at all times, then what is the difference between this and the idea of putting it on the shelf?
However, although Ofo has started its expansion strategy, Dai Wei, as the helmsman, has always been stationed in the main battlefield of Beijing, playing the role of the team's brain.
Dai Wei certainly couldn't turn a blind eye to Mobike's series of marketing moves under his nose. The "VR treasure hunt" event caused a sensation in Beijing.
After all, while riding a bicycle, you also have the opportunity to get cash rewards or other rewards. No matter what it is, it’s all free, so why not do it?
It completely adds a sense of unknown anticipation and joy to the boring commute. If you are lucky enough to get a rare reward, you can also show it off to your friends and play the role of social currency...
From this perspective, it can be said that it is killing several birds with one stone. For working people, how can they resist such temptation?
Therefore, Dai Wei visibly discovered that the number of Mobike bicycles downstairs in the company was increasing day by day, and even many employees in the company showed signs of starting to use Mobike bicycles!
This sugar-coated bullet has already arrived at his doorstep, forcing Dai Wei to face up to this opponent.
However, Dai Wei's approach to dealing with the issue is obviously different from that of ordinary people, as he was able to turn the "flying dragon riding on the face" of the shared yellow bike into an unhealthy one.
What Dai Wei cares about is not Mobike itself, but one thing he has been unable to figure out, which is undoubtedly Zhou Dongsheng, who is also one of the early investors of Ofo.
Why didn’t they think of allocating some resources to Ofo? All the benefits went to Mobike. They really don’t care about it.
Thinking of this, Dai Wei's heart became more and more confused. Suddenly, his thoughts turned and he thought of the founder of Mobike - Hu Weiwei...
All doubts seemed to be resolved. Although it was a bit absurd to think so, maybe the taste of this young man Zhou Dongsheng was just that absurd?
Whether it is the entry of Zhuchang Capital or the establishment of the "VR Treasure Hunt" marketing campaign jointly launched by four companies, it is obviously the work of Zhou Dongsheng.
After all, according to the public information disclosed by Dongsheng Investment, the biggest commonality among these four companies is undoubtedly that they all received investment from Zhou Dongsheng.
Zhou Dongsheng has gone to such great lengths to build a stage for Mobike, and it is clear that he has put a lot of effort into it. If he is not really optimistic about Mobike, then he can only consider other reasons...
Obviously, in Dai Wei's opinion, if the choice is between Mobike and Ofo, he will definitely choose Ofo even if he has to choose a hundred times. There is absolutely no reason to choose the former.
Therefore, it would be most appropriate to use other reasons as excuses.
Dai Wei was naturally not afraid of Mobike's overwhelming marketing, thinking, "It's just a matter of spending money, right?"
Compared with Mobike, Ofo has undoubtedly obtained much more financing, and with the strategic investment support of Didi Chuxing, it can work together with Didi Chuxing in the field of shared travel!
The value of this linkage cannot be much weaker than that of Mobike, right?
However, it is obvious that the value of marketing has not been effectively reflected for the Ofo bike, which is still focusing on the university market.
In order to fully implement his strategy, Dai Wei chose to wait a little longer. After all, he had plenty of money, and he had already found a spokesperson for the shared bike!
Didn’t Mobike hire a top internet celebrity as its spokesperson? So the yellow bikes must be more upscale than the other one.
If you use top internet celebrities, then I will use top stars!
Right now, the entertainment industry is experiencing a period of rapid traffic growth, and for a group of top stars who are supported by capital, it is also the time when their commercial value is maximized.
By then, with the support of top stars, and the entry of the shared bikes into the urban travel market, wouldn't this combination of efforts be more effective than Mobike's marketing campaign?
Just wait, Mobike will just be left behind by Ofo!
Just as Dai Wei was dreaming about his ambitions, there was a sudden knock on the office door. Dai Wei, who was interrupted from his sweet dream, was a little unhappy, "Come in!"
The assistant walked in with a happy look on his face, "Good news, Mr. Dai! Someone from Xiaomi's investment department is here to visit you and is waiting outside. Look..."
"What am I looking at? Why don't you invite him in? He's a distinguished guest!" Dai Wei was shocked and jumped up from his chair.
Isn’t this just like sending a pillow when you are sleepy? With Didi Chuxing in front and Xiaomi in the back, isn’t this enough to fully demonstrate the potential of the small yellow car?
I was just thinking about how to spend the money, and now someone is sending money to my door. In this way, the speed of the shared yellow car will undoubtedly be further accelerated. Maybe the city travel plan can really be put on the agenda!
Dai Wei was overjoyed and took the initiative to go out to greet him.
…
Also in Beijing, at the headquarters of Mobike Technology Company, which is across the street from the ofo, a meeting was being held internally to tally the results of the “VR Treasure Hunt” marketing campaign.
"Since the launch of the campaign a week ago, the number of cyclists in Beijing and Shanghai has exceeded 1 million, with an average daily increase of more than 100,000. The marketing effect is remarkable. At the same time, according ..."
"Knock knock..." Before the speaker could finish his sentence, an untimely knock on the door suddenly sounded.
Hu Weiwei couldn't help but frowned slightly. During a meeting like this, obviously no one would disturb them under normal circumstances.
Unless there is an emergency situation that needs to be reported immediately, thinking of this, Hu Weiwei immediately said: "Come in!"
"Mr. Hu, people from Tengda's strategic investment department are waiting outside. They want to have an in-depth discussion with you about cooperation!" the assistant said with a happy face.
Everyone in the conference room looked at each other with varying expressions. Some were surprised, some were ecstatic, and some even shouted out loud.
"Fuck! Tenda!"
This big man is absolutely a well-deserved leader in China, especially in the Internet field. No one can match him, and only Alibaba can be compared with him.
For startups, obtaining authoritative certification from the Tenda Group may be one of the few shortcuts to success.
As long as it can get the Tengda label, both its market value and priority in the capital market will undoubtedly be improved by several levels.
After all, this is Tenda, which knows how to make money better than anyone else!
The idea that following Tengda will ensure you never have to worry about food has long been a consensus in certain circles.
The value of the three words "Tengda System" does not only come from Tenda's wealth, but the most attractive thing is undoubtedly that Tenda controls the traffic entrance of the Internet!
From Penguin to WeChat, Tenda has always controlled the largest traffic entrance of the Internet - social networking! For every Internet user, the first thing is often to have a social account.
This is like an ID card in the Internet world. Without an ID card, you will undoubtedly be unable to move forward. As Tenda controls the "Internet ID card", it is conceivable that it controls a huge traffic port.
Whether it is Penguin or WeChat, they both control hundreds of millions of users. Once they get the promotion support from Tencent, it will be equivalent to hundreds of millions of exposures!
Whether it is the penguin pop-up or the WeChat nine-square grid entrance, they are undoubtedly the traffic entrances that people flock to. It may be an exaggeration to say that if you get one, you can get the world.
But there is no doubt that this is an attractive shortcut that can save you a lot of detours.
Of course, a blacksmith must be strong himself. If you don’t have the corresponding ability, you won’t be able to afford it even if you are given more traffic.
However, Tengda's visit suddenly opened up Hu Weiwei's mind. After taking over the two cities in the north and south, Hu Weiwei had already turned his attention to the south.
These two pearls of the South China Sea in Guangzhou and Shenzhen are undoubtedly dazzling. No matter which city they enter, they are the best choice for Mobike.
The emergence of Tengda undoubtedly tilted the balance of choice towards Pengcheng.
After all, in Pengcheng, in terms of company size, Tenda may only be ranked among the top, but in terms of Internet companies, there is no doubt that Tenda is absolutely the best.
Although Tengda is already strong enough, it is still slightly inferior to China Ping An in Pengcheng. It turns out that no matter how much money games make, it is not as profitable as selling insurance!
But if Mobike can get support from Tenda, it will undoubtedly be of great help to Mobike in winning the Shenzhen market. By then, it will have won three of the three markets among Beijing, Shanghai, Guangzhou and Shenzhen, and winning the fourth will be a natural thing.
Thinking of this, Hu Weiwei couldn't help but cheer up and said to everyone in the conference room: "You continue to calculate the data and summarize it. This report card is very important to us..."
"As for the people from Tengda, I will go meet them right away." Hu Wei looked confident.
After all, Mobike is obviously no longer an unpopular project in the capital market that no one is interested in, as the shared bicycle industry takes off.
Today, as one of the few leaders in the industry, it is naturally the only choice for top investors like Tengda!
After all, for investors like Tengda, if a company does not have great potential and is not valued by Tengda, they will most likely only make a choice among the top companies in the industry.
Such an investment idea is undoubtedly efficient and direct, and it can be said to be the simplest way.
However, without a scale like Tenda, it is obviously not an easy task to simplify things.
…
