beckons to take a taxi from the side of the road to "call a car" on the mobile phone. The rise of the mobile Internet has not only greatly improved people's travel experience, but also allowed more personalized travel needs to be met.
However, the continuous emergence of new modes of travel has also brought many new challenges to traditional taxis. As the most important supplement to urban public transportation, how can traditional taxis better meet the people's increasingly higher requirements for travel services, experience and efficiency, and better utilize their unique advantages while cracking down on their shortcomings?
Development Difficulties: How to break the natural shortcomings of the taxi parade mode
Taxi is a window and mobile business card of the city, but under the impact of online car-hailing, its sense of existence is getting lower and lower. In recent years, there has even been a wave of bad news about taxis, believing that taxis are a backward industry and will eventually be replaced.
However, according to the Frost & Sullivan report, the total transaction volume in China's four-wheel travel market in 2019 was 711.9 billion, of which taxis accounted for 68.6%. In other words, cruise taxis are still the main choice for users to travel, and they are more than twice the size of online taxis.
At the same time, more than 90% of cruise taxis are inviting orders compared to online car-hailing that completely relies on online taxi-hailing. The flexibility and convenience of the recruiting model are the unique natural advantages of taxis, but their low level of digitalization and insufficient service experience have also become natural shortcomings. Song Zhongjie, founder, chairman and CEO of
Dida Travel, believes that taxis are actually a service industry in nature, but it is precisely the taxis' recruiting model that makes no mechanism really motivate taxi drivers to provide good services. "Under the Yang Zhao model, a driver who does good service will not increase his income. A driver who does not provide good service will also not reduce his income because of poor service."
This makes the passenger experience the service The most concerned aspect is that taxis face natural shortcomings. Therefore, how to help drivers improve operating efficiency, reduce empty driving rate, thereby increase revenue, and help the industry establish a more accurate and efficient service evaluation system, so that passengers can feel a better travel experience, is a major issue related to the people's livelihood.
In-depth thinking: How to make the taxi industry regain its glory? How
can more effectively help the digital upgrade of the cruise car industry, mobile travel companies have been exploring and practicing.
On November 21, at the "First China Urban Traffic Governance System and Governance Modernization Symposium" held in Xi'an, Song Zhongjie, CEO of Tida Travel, shared the practical thinking of Tida in the taxi field, and said: "The taxi industry must seize Yangzhao is still the time window for the most dominant travel mode in the current four-wheel travel market in China. Through mobile Internet-based technological empowerment and model innovation, the Yangzhao model is upgraded and reengineered to improve the service experience, operational efficiency and management efficiency of taxis. , The level of supervision has been revolutionary and systematically improved".
At the same time, regarding the quality and efficiency of industry development and the upgrading and rebuilding of the promotion model, Dida Travel also puts forward a new concept: the future of cruise taxis should not be the difference between the two modes of promotion and online recruitment. Long, it should be the two-way incremental development of Yangzhao and Wangzhao. Simply replacing Yangzhao with online appointments will not only fail to take advantage of the inherent advantages of taxis, it will weaken the competitiveness of taxis. The market will be reactivated only if the total amount is enlarged on the basis of the advantage of recruiting.
The key to solving the problem: Promote the two-way incremental development of recruitment and online appointments.
, as an urban taxi smart operation service provider, is a digital solution focused on taxis in the industry. In January 2020, in Shanghai, Song Zhongjie, CEO of Dida Travel, systematically explained the concept of "Taxi·New Travel" aimed at promoting the two-way and mutual incremental development of Yangzhaowangwang, and committed to bringing the "five new".
-Create new value for the industry , guide industry participants to establish a market- and user-oriented thinking model, help urban traffic governance, and play new value;
-provide users with a new experience , so that traditional recruiting users can also gain It is comparable to or even surpassing the experience of online car-hailing, allowing consumers to have a refreshing experience and feelings about traditional cruise cars;
-providing new services for taxi driver services, through the user reviews and online user reviews system Integration, build a more comprehensive and scientific taxi service evaluation standard system,Car rental drivers are more proactive in improving services;
—bringing a new model for industry management , using new management tools, methods, methods and concepts to innovate the operation and management models of traditional taxi companies, improve company operating efficiency, and enhance cruises Competitiveness of the automobile industry;
—bring a new system for government governance and supervision, strengthen data connection and intercommunication with the government, innovate the regulatory system of cruise cars with data and intelligence, and adjust and forecast the freight rate for the competent authorities Supply and demand and urban capacity planning provide a scientific basis for decision-making.
With the in-depth practice of the concept of "Taxi·New Travel", it is expected that the taxi industry will achieve a more significant improvement in terms of service level, operating efficiency, and intelligence level in the future.
Xi’an Practice: "Smart Code" and "Take a Taxi Assistant" taxi digital upgrade has these coup!
According to Song Zhongjie, taxi service is essentially a service industry. The criteria for citizens to choose taxis and online car-hailing are not just the difference between online appointments and roadside bidding, but the service itself. "So, can we use technology empowerment and model innovation to change these shortcomings of taxis and give full play to its advantages?"
has launched 12 innovative functions in more than a year
. In August 2019, Xi’an Taxi Management Office and Tida Mobility jointly launched the nation's first taxi "Smart Code" and "Yang Zhao Taxi Assistant", aiming to more comprehensively improve the service, experience and efficiency of the entire cruise car industry through the digitalization of the Yang Zhao business. The
smart code realizes the digital connection of drivers, taxis, taximeters, overhead lights, transactions, services, and evaluations. The taxi assistant allows passengers to view and call nearby taxis in the corresponding applet. In fact, through the above product innovations, Dida Travel has realized the functions of cruise vehicle dynamic view, itinerary sharing, online car booking, mobile payment, online evaluation, and lost property finding functions, providing more service options for recruiting passengers, and the riding experience is completely new .
In the past year or so, Dida Travel has successively launched 12 functions such as smart code, taxi assistant, one-key cloud recruiting, electronic invoices, and smart travel system on the car and machine side, making the traditional industry of cruising vehicles a brand new vitality.
As of June 2020, in Xi’an, Dida has provided digital services for approximately 9.4 million taxi trips, accounting for 64.0% of the total taxi trips in the city, 59.1% of which will generate user feedback. The daily average of taxi smart codes Scan code 312,000 times. Since the launch of the smart code until June 30, 2020, it has received approximately 16.2 million passenger reviews, and each taxi driver has received more than 550 reviews.
Today in Xi'an, the experience of people beckoning for taxis on the roadside has been completely renewed. Open the taxi smart travel applet, you can know exactly when the nearest empty car arrives within 5 kilometers, and you can directly get on the car with one-click call. After getting on the bus, you can experience the efficient and convenient services of all online taxis by scanning the code once.
and the management department jointly innovated the service evaluation system
through in-depth application cooperation with the Xi'an taxi industry in smart codes and taxi assistants, and Phoenix cloud platform level, the integration of huge recruitment data and online appointment data has enabled Dida to launch the Orange Star service The data reference capacity of the evaluation system is larger and more real-time, which helps the service evaluation system to be more accurate, efficient and comprehensive. From standard operation, clean and comfortable environment, service attitude, no odor in the car, safe driving and other 5 dimensions and 10 service points The item carries out a service evaluation "portrait" for the driver, and sets a "service score" for each driver based on the evaluation data.
has not only established a star rating system for drivers, but also integrated big data such as driver traffic violations, accidents, complaint handling, and administrative punishments with online evaluation data. Increase policy incentives for drivers with good service and high service scores. Drivers with poor service and low service scores are included in the key supervision scope of electronic law enforcement, and continuing education is carried out to improve service levels.
The digital ecology of the entire industry chain is gradually taking shape.
Now, Dida Travel and Xi’an have jointly created an efficient and coordinated digital ecology of cruise cars that link passengers, drivers, vehicles, taxi companies, associations, and management departments: smart codes and taxi assistants Link up and recruit passengers, smart travel system links drivers and vehicles, and Phoenix cloud platform links taxi companies and management departments to achieveTaxi industry data is opened up and shared at all levels.
According to incomplete statistics, there are already taxi industry associations in more than 20 cities across the country who have gone to Xi’an for investigation and study.
Guangzhou: Exploring the digital transformation and upgrading of patrol taxis
In the face of diversified market competition, Guangzhou’s taxi industry adapts to the development trend of the times, decisively deepens corporate reform and innovation, and gathers advantages to start again.
From 2018 to 2020, Guangzhou Public Transport Group Baiyun (Guangzhou Jiaotong) Co., Ltd., the largest taxi company in South China, took the lead in launching a new corporate-enterprise revenue distribution model, and the country’s first self-driving taxi and the first one. A fleet of hundreds of self-driving taxis.
Recently, the Guangzhou taxi industry announced a pilot practice of online reservations for cruise cars, promoting the online reservation of the cruise taxi industry in terms of products, management and services, and assisting the digital upgrade of the cruise taxi industry. The person in charge of related business said that the online appointment of the cruise taxi industry mainly solves the online connection of passengers, drivers, vehicles, enterprises and regulatory authorities, which is the key to the marketization of taxis. By improving the price structure, improving the efficiency of taxi capacity, stimulating the vitality of the industry, and realizing the marketization of taxis.
In August 2016, the "Guiding Opinions of the General Office of the State Council on Deepening Reform and Promoting the Healthy Development of the Taxi Industry" was promulgated, suggesting that we should seize the opportunity to implement the "Internet +" action, adhere to problem orientation, promote the transformation and upgrading of cruise taxis, and standardize Online booking of taxi operations has promoted the integration of the two business types, and the development of cruise taxis has also ushered in new development opportunities.
Text: Zhang Lu
(Information)
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