In the rumors and refutation of rumors, the yellow car shows the ups and downs of the bicycle sharing industry.
It is not the first time that the news about the tight financial chain of small yellow cars has been spread out. In rumors and refutations, xiaohuangche shows the ups and downs of the bicycle sharing industry.
On June 4, media reports said that ofo small yellow cars were facing difficulties such as tight capital chain and large-scale layoffs. The number of layoffs this time will be the largest in the history of ofo, with the overall layoff rate of the headquarters reaching 50%, and there is a possibility of further expansion. The layoffs involve all of the business lines of ofo, including business teams and functional departments. Among them, there are 80 people in the supply chain team, and the layoff rate is 60%, which means that only 32 people are retained in the supply chain.
At the same time, there will be dramatic changes in management. Zhang Yanqi, head of overseas marketing, left the company and the whole overseas department was dissolved. At the same time, senior vice president Nan Nan in charge of marketing and public relations business and Yang Xun, director of public relations content, also left the company.
Overseas business will not be scrapped
In response to this, an internal employee of ofo told first finance that Nannan had indeed left, but mainly for personal reasons. Zhang Yanqi has not left the company. Recently, there has been a major organizational restructuring within the company, and Zhang Yanqi may be responsible for the blockchain business.
The company has not heard about the large-scale layoffs of the company. Judging from the company's large wechat group, the number of employees has increased from about 3000 to about 2800 since the Chinese New Year. There is no reported proportion of layoffs. &The above employees told first finance.
Immediately after the incident, ofo co-founder Yu Xin responded in the circle of friends, saying that the news of COO's resignation was inconsistent and the dissolution of overseas business was untrue. With regard to the issue of layoffs mentioned in the report, Yu Xin said that it was not easy to clarify the matter, and it was only given time to prove that there was someone behind the matter. Yang Xun, one of the parties involved in the rumor, also responded in the circle of friends, saying that he did not leave his post.
Although the ofo side denies the management earthquake and large-scale layoffs, from the discord between ofo and Didi, the departure of three senior executives to ofo bypassing didi mortgage bike to borrow 1.77 billion yuan from Alibaba for blood supplement, and the rejection of Didi's acquisition offer was exposed to pay cuts and layoffs, reflecting the financial and operational pressure of ofo to a certain extent.
No matter whether it is the bankruptcy fate of Xiaolan and Xiaoming bicycle, or Moby's ultimate & quot; arm can't twist the thigh & quot;, there is no clear profit model and positive cash flow, which makes it difficult for bike sharing enterprises to operate independently.
In the early days of bike sharing, the founding team and even investors once believed that the cost could be recovered and profits could be realized by relying on rent. Dai Wei, founder of ofo, once calculated an account: at present, each car can bring about 5-10 yuan of income, and the cost of ofo bicycle is less than 300 yuan. If the depreciation is calculated according to the 12-month scrapping, the daily depreciation is less than 1 yuan. Each operation and maintenance personnel is responsible for about 300 vehicles, with a daily salary of 100 yuan, and the cost of a day is less than 1 yuan. Overall, the gross profit is 70% ~ 80% about.
But with the help of capital, the change parameters in the real competition field are far more complicated than this account.
After several bicycle companies have launched "deposit free" and "free" models, it is not realistic to make profits only by rent. &"Bike sharing business model is established, but the valuation is too high. In the absence of management, rent free mode is difficult to continue in the first and second tier cities, and the deposit run is also very serious. &The former CEO of Xiaoming bicycle, Chen Yuying, once told first finance and economics.
Capital tightening, high management, operation and maintenance costs, only relying on a single rent income is difficult to bring considerable profits. After the new year, Moby and ofo yellow cars stopped the price war. Ofo even launched commercial car body ads and launched open screen ads on app.
According to the publication examples, the resource data provided by ofo is & quot; 15 million bicycles, covering 250 million users & quot; while the advertising price of brand customized body is 2000 yuan / month, and the open screen advertising price is 100-120 yuan, starting from 1000cpm. On the pulse of the third-party workplace social software, the reporter also found that there are many employees of ofo B2B business unit in promoting advertising business.
But in the actual promotion, the brand owners are still worried about the effect of car body advertising. &"On the one hand, the advertising space is relatively narrow. Many sharing bicycles parked on the roadside are covered with psoriasis advertisements, which will reduce the effect. At the same time, mobile advertising should also consider the environmental safety of the brand. &A senior advertising figure told reporters.
The more direct risk comes from the policy. Cities including Beijing and Shanghai have already banned commercial advertisements on vehicles. The revenue growth brought by advertisements is not optimistic.
Hand to hand
New changes are brewing in the bike sharing market, among which giants are the biggest variable.
Harrow bicycle, which was also invested by Ali department, once again received an investment of 2 billion yuan from ant financial services. According to the announcement of Yong'an bank, the joint-stock company's low-carbon technology has obtained a capital increase of 2.06 billion yuan, of which Shanghai Yunxin, a wholly-owned subsidiary of ant financial services, will increase its shareholding ratio of low-carbon technology from 27.6% to 36.7%; Yong'an bank's shareholding ratio will decrease from 10.2% to 8.9%, which is the second largest shareholder, and the overall valuation of low-carbon technology is no less than 14.3%68 million US dollars.
Low carbon technology is the main operating body after the merger of harrow bicycle and Yong'an bank. In the past half a year, harrow bicycle has completed four rounds of financing, with a total financing amount of more than 1.5 billion US dollars. The scale and speed of financing are in sharp contrast with that of the whole industry. Ant financial services led the investment in three rounds of financing, becoming the largest shareholder of harrow bicycle.
After missing the traffic entrance brought by the taxi fight, Ali will not miss the huge offline scene of bicycle. Since March, harrow bicycle has adopted a national sesame credit deposit free strategy, which has become an important tool for Ali to promote payment tools. From the industry's point of view, as two important pieces of Ali family's bicycle sharing, ant financial service's frequent blessing on harrow's bicycle has promoted its strategic position.
On the other hand, ofo, which has been seeking independent development, is trying to establish its own credit system. Previously, ofo and sesame credit co operated to launch a credit deposit free policy in 25 cities across the country. Now, only 5 cities, including Shanghai, Hangzhou, Guangzhou, Shenzhen and Xiamen, can use the credit deposit free policy. In other cities, users need to buy 95 yuan & amp; welfare package & amp; before they can continue to enjoy the deposit free service. The 95 yuan & amp; welfare package & nbsp; is directly charged into the account balance. After consumption, users need to purchase again.