共用單車商業模式反思
楊惟雯
這是2017年大陸資本市場最火紅的一部鬧劇…….如果算上悟空單車、町町單車、酷騎單車、3V bike、小藍單車和小鳴單車，2017年以來大陸已經有6家共用單車公司相繼倒下。
令人不禁好奇，共用單車為何在一年內集體“陣亡”？這些共用單車公司究竟失敗在哪裡呢？此種共用單車商業模式究竟可不可行？值得吾人反思……
一、共用單車的商業模式剖析
其實，共用單車的商業模式是成立的，酷騎單車前CEO高唯偉曾表示：
共用單車的盈利模式本來是好的，正常情況下，騎一次0.8元（黃金單車半小時1.5元），每輛車一天的騎行頻次在1-2次，一輛單車成本是400多元，考慮損耗和運維費用，差不多6個月就能回本。
目前共用單車企業分為收取押金騎行和免押金騎行兩種方式。
免押金騎行一般需要考察消費者的協力廠商信用評分，超過一定分值就可以免收押金。
收取押金的單車企業一般將押金統一存放在銀行進行專門管理。消費者的押金和預付資金餘額均可退，但各企業退款時效、具體金額與消費者的支付方式、餘額組成有關。
二、共用單車的無序競爭
但實際的行業環境太混亂，大家惡性競爭破壞了整個市場。繼酷騎單車、小藍單車相繼倒下後，先前陷入「押金難退」問題的小鳴單車也未能倖免於難。
由於大家惡意競爭，把整個市場都弄壞了。例如﹕
1、單車行業如果是租賃模式，利潤沒那麼高﹔
2、免租金，導致沒有好的現金流﹔
3、押金監管方面的問題也很多﹔
4、只靠互聯網增量吸金模式，這一條路暫時沒有一家走得通。
另據小鳴單車實際控制人鄧永豪也認為：共用單車主要的問題還是本身缺乏盈利模式，由於共用單車隨便停放，損耗很大，調度成本太高，單靠每次收費0.5元根本無法回收成本，除非在使用電子圍欄的情況下，才有可能產生收益。
當資本市場無理性狂歡，各行各業創業者只比資金投入，看誰砸的錢多，剛開始各種資料很好看，但結果都不好過，最後造成行業與用戶都是輸家。
其實，監管者、行業、用戶都有責任。當行業野蠻成長，而政府沒有提前做規劃，導致一開始大家即無序競爭。
所以，共用單車本來是一個很好的商業模式，可惜在資本不理性的狂歡進入後，整個商業模式扭曲變形了，比燒錢誰燒得厲害了，只有做死自己。
三、共用單車的監管和規範
“倒閉潮”已經過去了一大波，共用單車行業中目前存活的都是經營狀況相對較穩定的企業。相關部門日益增加的監管和規範，能否改變共用單車的行業亂局？
據中國消費者協會認為，共用單車是互聯網租賃經營的創新形式，作為城市慢行交通的新興服務形式，具有公共性和便利性的特點，促進了消費者綠色出行、便捷出行。
中消協要求廣大共用單車企業：
一是嚴格落實《關於鼓勵和規範互聯網租賃自行車發展的指導意見》要求，誠實守信、依法經營，承擔起消費維權第一責任人的責任；
二是強化責任意識，自覺承擔共用單車行業健康發展的主體責任，確保企業運營狀態安全穩定有序；
三是深化安全意識，盡可能採取免收押金的方式提供自行車租賃服務，主動採取技術性保護措施，確保消費者個人資訊安全。對於企業收取消費者的押金和預付資金，要採用安全透明的資金監管方式，確保消費者押金和預付資金的安全；
四是要優化服務意識，把保護消費者合法權益放到優先位置，方便消費者投訴諮詢，快速回應消費者訴求，及時化解消費者疑慮。
或許，只有等經過一段時間，資本回歸理性，配合政府適當的引導，共用單車才有未來。
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