生活服務生態圈之爭
楊惟雯
共用單車之爭已近尾聲，目前除了摩拜、ofo，似乎已經不存小三的機會了。
一、阿里投入共用單車市場的擔憂與對策
面對看似大局已定的共用單車市場，阿里仍志在必得，仍盡力在掌握更多主動權。繼續重金投入是阿里的方式之一。12月7日，ofo完成最新一輪融資，投資方包括阿里巴巴等。
然而，阿里重金押注的對象並非只有ofo。
哈羅單車（Hellobike）正在緊鑼密鼓地推進D2輪融資，並且其D1輪的投資方螞蟻金服有望再度跟進。此前的12月4日，哈羅單車剛剛宣佈完成3.5億美元的D1輪融資，螞蟻金服是主要投資方之一。
值得注意的是，今年10月份，哈羅單車與江蘇永安行低碳科技有限公司的合併，背後推動者正是螞蟻金服。在哈羅與低碳科技合併之後，哈羅單車試圖成為繼摩拜、ofo之後的第三梯隊。
哈羅單車將成為永安行及螞蟻金服重要的戰略合作夥伴，並將在共用單車、共用電單車、共用汽車等業務領域，推動和螞蟻金服、永安行及眾多合作方的合作。
那麼，阿里現在重金殺入共用單車市場又是出於哪些方面的考慮，它將如何影響共用單車格局的走向？
共用單車肩負著“改變國民出行方式最後一里路”的宏偉使命，而騰訊、阿里瞄準的都是共用單車平臺上的流量，以及完整生活服務生態圈之爭。因此，摩拜和ofo對於騰訊、阿里的重要度，都有輸不起的堅持。
尤其阿里入局相對較晚，未能在ofo獲得絕對控制權，對ofo的掌控力度相比騰訊之於摩拜，要弱一些；而在摩拜的背後，還站著美團，它對共用單車虎視眈眈，更關鍵的是，美團與阿里不合已是眾所周知的秘密。
反觀騰訊和摩拜，目前為止，騰訊已經投資摩拜的三輪融資。2016年10月，騰訊首次入局共用單車，跟投摩拜的C+輪融資。2017年2月6月，騰訊又連續領投摩拜的D輪和E輪融資，摩拜這兩輪公開的融資額分別達2.15億美金和6億美金。騰訊目前為摩拜第一大機構股東，持股比例為10%－15%，擁有一個董事會席位。
而在2016年10月，美團創始人王興個人也參與了摩拜的C+輪融資。對於王興入股摩拜，摩拜單車要跟王興學習打仗的經驗。而對於王興來說，從美團切入打車、線下新零售等動作看，其再次入股摩拜則可能希望構建在生活服務領域的生態閉環，因為摩拜可能成為此生態的重要流量來源。
另外，摩拜、ofo是否有可能合併？
很顯然，一旦摩拜、ofo合併，騰訊、王興必將形成合力對抗阿里，削弱阿里的話語權。因此，馬雲態度上應“不支持兩輛車合併”。
而影響摩拜、ofo合併與否的另外一個關鍵變數，則是滴滴。從滴滴自身的業務考量，它有較強的訴求推動摩拜、ofo合併。不斷壯大的共用單車已經在分食滴滴1-3公里範圍內的訂單，且摩拜已經不滿足於只做單車業務，它在聯合首汽約車、滴答拼車等合作方切入更多滴滴所在的市場。如果不推動兩輛自行車合併，則未來摩拜可能有機會成長為滴滴的勁敵。而阿里雖然也是滴滴的股東，但並不足以掌控滴滴的決策，畢竟，騰訊同樣是滴滴的股東。
據公開信息，當年滴滴、快的合併後，阿里和騰訊在新公司中平均持股，且在董事會的7個席位中，騰訊、阿里各占一席，皆未能獲得絕對控制權，滴滴合併快的對阿里來說，是一個失敗的例子。這可能也是阿里不支持摩拜、ofo合併的前車之鑒。因摩拜、ofo合併，阿里的話語權會不會又被削弱，這很難講。至少，從目前的局勢和動作看，阿里有這方面的擔憂。
所以，阿里正在積極斡旋，試圖在複雜的共用單車格局中掌握更多主動權。繼續投資ofo，以及重金扶持哈羅單車就是其中例子。
二、阿里扶植旗下“口碑，補足“生活服務”生態系
2015年6月，阿里巴巴集團與螞蟻金融服務集團聯合宣佈，將投資60億元，共同創立本地生活服務平臺公司——“口碑”，專注協助本地生活服務的轉型升級。之後約2年時間裡，口碑一直依附於支付寶。 2017年雙12，是阿里旗下口碑公司的獨立節點，它投入“數十億資源”參與雙12，並借力推口碑APP。
口碑為何現在要推獨立的APP？
口碑公司CEO範馳稱是這樣解釋的： 我們現在做APP，要從兩個角度去看：
第一，阿里集團需要生活服務入口，這是集團的使命，如果我們不做公司就失去了一個非常重要的機會，所以我們咬牙也要做；
第二，現在到了比較好的關鍵點，大家對吃喝玩樂非常高頻，如果我們不做，可能就會永遠失去這個機會；
第三，現在已經到了互聯網流量收割的末期，用戶手機第一屏的位置已經基本確定，所以，如果不沖一下，對集團來講會失去一個非常好的機會，做獨立APP是我們比較強的訴求，但更重要的還是提供服務給到商家和用戶。
三、“生活服務”生態圈之博弈
在生活服務領域，已經有一個不可忽視的玩家——美團。
從團購起家美團如今已經遠不只是一家做團購的公司，它已經將業務延伸到外賣、酒店、旅行、打車、電影票、線下新零售…等多個領域。
2017年9月27日，王興在清華大學演講時說，“美團點評不但是中國最大的服務業互聯網平臺，而且也是全世界最大的服務業互聯網平臺。”
在王興看來，餐飲、旅遊、到店綜合品類每個領域都可以值幾百億美元，美團不僅有機會成為和A（阿里）、T（騰訊）同一個量級的公司，而且“很有機會成為世界冠軍”。
圍繞生活服務這個巨大的市場，阿里已經佈局餓了麼，口碑、飛豬、滴滴、ofo、淘票票、盒馬鮮生….等多個垂直生態。
而美團背後的騰訊，同樣對佈局“生活服務”這個高頻領域有著濃厚的興趣。除了投資美團點評，騰訊旗下還有同程旅行、滴滴、摩拜、貓眼微影，還入股的永輝超市旗下的超級物種，與阿里已有的佈局形成對壘。
所以，共用單車于阿里而言，已經不只是共用單車那麼簡單—–
阿里佈局共用單車是“純生態打法”，口碑APP覆蓋的只是“生活服務”生態中的“吃喝玩樂”，共用單車也是阿里“生活服務”生態中必不可少的場景。
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