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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