共用商業模式是個美麗謊言？
楊惟雯
2016年起，是個大風吹的一年。風口來了，吹起了一隻又一隻豬；風口停了，站在風口飛起的豬，都相繼掉了下來。
根據品途商業評論統計，2016年大陸的共用經濟市場規模接近4萬億元，專案從單車、充電寶、手機，到睡眠艙、汽車、雨傘、服裝、馬紮等，可謂五花八門、層出不窮；但2017年，共用經濟系列項目卻一批批宣告進入死亡倒數計時。
EZZY創始人的“臨別感言”道出了許多黯然離場的創業者心聲:
“我們的每一個牛逼都是含著淚吹出來的，那花了巨大的成本和心血，也讓我們最終走到今天這個地步。但我從沒有後悔進入這個行業。有時候我想，如果還有機會能夠做下去，如果當時在資本市場融到錢，如果用戶和股東還能繼續信任我們，我們完全有可能去創造一個很有吸引力的商業模式。”
令人感傷的是，創業者除了理想，需不需要有常識？
一、共用單車的潮起潮落
2017年6月13日，悟空單車打響共用單車倒閉第一槍。停止運營後，悟空單車將押金全部退還給了使用者。
隨後，“猝死潮”接踵而至，沒退押金的用戶們就沒有那麼幸運了。
2017年8月，運營町町單車的南京鐵拜網路科技有限公司因非法集資、資金鏈斷裂，公司與棲霞工商局失去聯繫，因此被納入異常企業經營名錄。同月，町町單車宣佈倒閉。
町町單車8月倒閉的同時，酷騎單車“退押金難”問題持續蔓延，其與P2P平臺誠信貸之間撲朔迷離的關係也讓外界心生警惕。
自2017年9月中旬起，酷騎單車位於瀋陽、合肥、鄭州、西安等多地的分公司都陸續被曝出“人去樓空”，仍有7億元押金未退還用戶。
2017年11月，24天內完成3輪融資的小鳴單車和用戶口碑爆棚的小藍單車相繼離場。10月26日，小鳴單車員工對《華夏時報》記者表示，小鳴目前欠用戶的押金大概在5000萬元左右。
而小藍單車的形勢更加撲朔迷離。10月20日，小藍單車曾發佈公告稱，用戶於2017年10月30日之前申請的退款，將於2017年11月10日前退還完畢。而到了11月中旬，小藍單車承諾的退款期限已過，卻有不少網友反映並未收到退款。
3Vbike和卡拉單車則是被“偷出局”的。2018年2月，卡拉單車用19天時間投放了667輛車，結果只找回來157輛車，投資方撤資退出，隨即宣佈倒閉。
2018年6月，3Vbike創始人巫盛華在接受《法晚•看法》記者採訪時表示，由於未能融資成功，他自掏腰包造了1000輛自行車，投放市場後僅找回幾十輛，部分地區車輛丟失率達到100%，實在撐不下去了。然而，在停運兩個月後，這家神奇的企業宣佈“復活”，稱已改裝智慧鎖，並轉型本地加盟模式計畫進軍五六線城市，據網易財經報導，3Vbike的加盟費33萬元起，由加盟商負責運營，享受車輛三年廣告收益。
該模式與首家倒閉的悟空單車的合夥人模式類似，戲劇性的是，該模式的失敗正是悟空單車倒閉原因之一。3Vbike短時間內“複製”失敗模式再上路令人生疑，它會否重蹈悟空單車覆轍值得關注。
總之，共用單車是近年資本寒冬下的一個特例。自2014年問世以來，盈利模式尚不明朗，經營現金流持續為負，但資本卻趨之若鶩，義無反顧地燒錢推動共用單車行業向前發展。
其中摩拜、ofo集恩寵於一身，而其背後的投資方陣營不一，前者以騰訊為代表，後者則背靠阿里、滴滴。
而騰訊、阿里瞄準的都是共用單車平臺上的流量，然而現階段在現實環境下均無法創造利潤，這樣僵持下去，除了對資本的內耗外還有什麼？
二、共用充電寶還在天真地等春天來臨
分時租賃一直是這一年共用經濟的風口，繼共用單車之後，共用充電寶也成了資本市場的爆點。
但隨著前段時間共用單車市場的問題頻發，本來就飽受質疑的共用充電寶行業也緊隨其後走到了洗牌階段。短短幾個月內，就有十幾家共用充電寶業務宣佈停運。
2017年4月，共用充電寶企業融資情況逼近頂峰，僅半個月就有街電科技、Hi 電、小電科技、來電科技相繼獲得融資近3億元。
在入局的數十家機構中，不乏IDG、紅杉中國、騰訊投資、順為資本等知名投資企業。據IT桔子統計，2017年上半年，在共用充電寶領域，共發生19起投資事件，投資總額超10億人民幣。
然而，進入下半年，共用充電寶開啟了死亡的閘門。
2017年10月11日，來自杭州的共用充電寶公司“樂電”宣佈停止運營，成為首家公開宣佈“死亡”的共用充電寶企業（據知情人士，6月河馬充電已經倒閉）。緊隨其後，共用充電寶企業“PP充電”傳出了退出市場的消息。
截至2017年11月，樂電、小寶充電、泡泡充電、創電、放電科技、PP充電、河馬充電等7家企業均已走到項目清算階段。從此前的無限風光到如今的慘澹收場，不過隔了半年時間。
與此同時，隨著小玩家們的逐一退出，共用充電寶行業格局也在日漸明朗。
當下，業內只剩下四家相對規模較大的企業：來電、街電、小電及怪獸充電，且這四大巨頭的管道鋪設策略不盡相同。
來電採用城市合夥人的策略；街電採用城市服務商策略；小電採用直營+服務商策略；怪獸採用直營的策略。
例如來電科技CEO袁炳松在2016年8月份就首次宣佈盈虧平衡。來電的盈利方式除了使用者使用收費，和資料線充電寶產品售賣，其他部分主要來自於螢幕流動廣告收費。據悉，一個容納20個充電寶左右的機櫃的大屏主要用於播放廣告，目前廣告占總利潤的40%左右。
數月前，騰訊創業曾蹲守共用充電寶點進行調研，最終得出的結論是：“快速擴張中的共用充電依然面臨種種問題。雖然部分品牌設備使用頻次不低，但在用戶和商家體驗上都有改進空間，設備故障率、不同場景中的付費意願以及商家端的福利和分成，都是這個行業接下來急需思考的問題。”
其實，共用充電寶可能是個偽需求。
充電寶作為智慧手機的附屬品，用戶現在完全可以自行買到功率大攜帶方便的充電寶，而不會選擇進行二次消費。這是在共用充電寶模式提出初期就存在的質疑。而一般服務的商家現在也會為手機沒電的客人提供充電的服務，很多店鋪的前臺和座位都有可用插頭。而這樣，致力於提高續航能力的手機廠商、充電寶賣家和所有的實體服務業就都成為了對手。
還有一點，就是用戶在使用共用充電寶的時候，有資訊安全方面的考慮。有網友表示，將陌生USB插入自己的手機，完全是一種冒險行為。早在2015年，揚州就出現過因為使用陌生的充電寶導致帳戶被非法劃款的新聞。所以，共用充電寶的盈利模式難實現。
另外，場景需求和管道維護難。跟共用單車不同的是，作為一個B2B2C模式的共用經濟，商家端需要做一定的管道維護。而競爭如此激烈的情況下，商家資源有限，就算搶下地盤也無法保證自己就是商家唯一的選擇。電費和商家補貼都是昂貴的運營成本。
在沒有做好十足的技術和市場準備，導致用戶在使用的時候就出現諸多問題從而影響了用戶體驗。比如，APP在使用過程中會出現定位不準確；線下商家出現變化不能準確的體現在APP上；還有出現掃碼之後充電寶並不能使用諸如此類的問題。還有充電寶本身的品質及使用故障問題，都是維護使用者基數的一大痛點。
最關鍵的是，所謂共用充電寶其實和共用經濟已經沒有多少關係了，它本質上就是一個充電寶租賃生意，最大的不同，恐怕就是多了一個二維碼。
三、共用汽車——故事很好聽，然後呢？
長期以來，共用汽車肩負著“改變國民出行方式”的宏偉使命，實際卻因缺乏清晰的盈利模式飽受詬病。
3月10日上午，“友友用車”官方微信公眾號更新推送，稱由於之前簽署的投資款項未如期到位，決定退回所有使用者帳戶存款，停止運營。
友友用車創始人李宇曾對媒體表示：“共用汽車目前難盈利，收入完全不能打平成本。”
10月23日下午，共用汽車EZZY召開臨時性的全員會議。會上，公司創始人、CEO付強突然宣佈了公司即將解散、清算的消息。
但EZZY創始人付強敗得並不甘心，“今天我們失敗了，只能證明我們自己沒有做好，並不代表共用經濟的失敗，更不能說明共用汽車的失敗。”
羅蘭貝格估計到2018年，中國共用汽車出行潛在市場有望達到1.8萬億元。然而在巨大的市場前景下，共用汽車行業的格局仍不明朗，行業仍存痛點。
例如，共用汽車還存在便利度不夠、停車費用高、充電困難…..等諸多影響用戶體驗的問題，這也在一定程度上加速了友友用車和EZZY的滅亡。
不過在業內看來，用戶有無需求、市場的痛點是否足夠大才是考慮的重點，值得關注的是，近期出行巨頭滴滴、摩拜單車也摩拳擦掌，快速切入共用汽車領域，美團點評也被曝出正在招兵買馬，有意入局共用汽車。
大陸未來的出行之戰，應該會更加精彩。
四、其它共用新模式
1.共用雨傘
和共用單車一樣，共用雨傘很大程度上考驗了人性的弱點。
上海的雨，說下就下，出門偏逢“暴躁”雨，這是共用雨傘的基礎，能借傘而不是隨便買一把轉瞬即壞的小破傘，自然是極好的。
問題是，不是每個說有傘的地方都有傘。每批投放不久，剛露了一個小臉，共用雨傘就陷入了無傘可借的尷尬—-因大量雨傘被破壞、私占，盈利模式不清晰，往往一夜間大家紛紛將雨傘帶回家了。因共用雨傘只要使用一次，記住密碼後，就可以帶回家永久使用了。
然而，有部分業內人士認為，共用雨傘的贏利點與共用單車不同，許多共用雨傘運維模式靠廣告，而非押金與租金。
2、共用租衣
2016年至今年，服裝租賃雖然並沒有像共用單車那般大火，比起共用充電寶似乎也算不得話題點，但和共用雨傘、共用健身倉等比起來，共用服飾還算“發揮穩定”，也聚集了大批投資人。
但11月末，多啦衣夢共用租衣APP顯示無法正常運營，頁面呈空白狀態。面對退錢要求，多啦衣夢拋出一句話：“要錢沒有，用衣服來抵。”
而多啦衣夢雖有8000萬的融資在手，依舊未能扛住共用領域猛烈的“燒錢之爭”。而究其失敗根源﹕
首先是用戶對共用租衣的需求並不剛性。其次，盈利模式不清晰、服裝和快遞等成本巨大也是其倒閉的主要原因。
這是共用租衣領域首家倒閉的企業，未來賽道上會有怎樣的“廝殺”我們不得而知。但可以確認的是，搭載著共用經濟列車上的“偽共用”和“偽需求”終會在大浪淘沙後被淹沒於無形。
3、共用睡眠倉
2017年7月，北京、上海、成都等城市出現了“共用睡眠艙”服務，半小時6元，裡面有恒溫空調、小風扇、Wi-Fi、插座等設備。
然而，7月21日晚，北京警方表示，目前這家公司在全市設立的16處場所已停止運營，將立即著手“共用睡眠艙”拆除和撤離工作。
新華社稱，警方調查發現，這些“共用睡眠艙”無須登記身份資訊即可使用，易被違法犯罪人員利用，藏身落腳；“共用睡眠艙”為封閉式，內部空間狹小，發生火災後無法及時撲滅逃生，存在治安和消防隱患。
五、跋
事實上，“共用”概念很像資本市場的“春藥”，只要聽到這兩個字，投資人就有按捺不住的砸錢熱情。所以IT時代網更是將共用經濟項目比成“共用賣春”。
在此，共用商業模式是否是個美麗謊言，值得吾人反思？
答案在未來，只能留給時間來驗證了。
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