Muna 2017, apo musika wepamusha wakagovaniswa bhasikoro wakanga wava kuzara, ma scooters emagetsi, mabhasikoro emagetsi uye mabhasikoro akagovaniswa akatanga kuoneka mumaguta makuru mhiri kwegungwa.Chero ani zvake anongoda kubatidza foni uye kuongorora iyo-maviri-dimensional kodhi kuvhura uye kutanga.
Gore rino, Chinese Bao Zhoujia neSun Weiyao vakavamba LimeBike (yakazotumidzwa zita rekuti Lime) muSilicon Valley kuti ipe masevhisi ekugovana mabhasikoro asina dockless, mabhasikoro emagetsi uye scooters emagetsi, uye vakawana mari inodarika mazana matatu emamiriyoni emadhora ekuAmerica isingasviki gore. 1.1 bhiriyoni emadhora ekuAmerica, uye nekukurumidza akawedzera bhizinesi kuCalifornia, Florida, Washington…
Panenge panguva imwe cheteyo, Shiri, yakavambwa neaimbove mukuru weLyft uye Uber Travis VanderZanden, akatamisawo ma scooters ayo emagetsi akagovaniswa mumigwagwa yeguta, uye akapedza 4 kutenderera kwemari mukati isingasviki gore, aine huwandu hwekuwedzera. kupfuura 400 mamiriyoni emadhora ekuAmerica.Iyo "unicorn", iyo yaive yakakurumidza kusvika pakukosha kweUS $ 1 bhiriyoni panguva iyoyo, yakatosvika pamutengo unokatyamadza weUS $ 2 bhiriyoni muna Chikumi 2018.
Iyi inyaya inopenga muSilicon Valley.Muchiono cheramangwana rekufamba kwakagovaniswa, ma scooters emagetsi, mota dzemagetsi dzine mavhiri maviri uye dzimwe nzira dzekufambisa dzinogona kugadzirisa dambudziko re "maira yekupedzisira" dzave dzinofarirwa nevashambadziri.
Mumakore mashanu apfuura, vatengesi vakaisa mari inodarika US $ 5 bhiriyoni muEuropean neAmerican "micro-travel" makambani-iyi inguva yegoridhe yemhiri kwemakungwa yakagovaniswa mota dzemagetsi.
Vhiki rega rega, mabhureki emagetsi ekugovaniswa anomiririrwa nemhando dzakadai seLime neShiri anozowedzera zviuru zvemagetsi scooters uye nekuzvisimudzira pasocial media.
Lime, Shiri, Spin, Link, Lyft… Mazita aya nema scooters awo emagetsi haangogari chete munzvimbo dzine mukurumbira mumigwagwa, asi zvakare anotora mapeji epamberi emasangano makuru ekudyara.Asi mushure mekuputika kwakangoerekana kwaitika, aya aimbova maunicorns aifanira kutarisana nerubhabhatidzo rwemusika rune hutsinye.
Shiri, yakambokosheswa 2.3 bhiriyoni, yakanyorwa kuburikidza nekubatanidzwa kweSPAC.Ikozvino mutengo wayo wemugove uri pasi pemasendi makumi mashanu, uye kukosha kwayo kunongova madhora zana nemakumi matatu nemashanu chete, zvichiratidza mamiriro epamusoro-soro mumisika yekutanga neyechipiri.Lime, inozivikanwa semukuru wepasirese wemagetsi ekugovera scooter opareta, The valuation yakambosvika 2.4 bhiriyoni US madhora, asi kukosha kwakaramba kuchiderera mune yakatevera mari, kuwira kune 510 miriyoni US madhora, kuderedzwa kwe79%.Mushure menhau yekuti ichanyorwa muna 2022, iko zvino yave kusarudza nekuchenjera kuramba yakamirira.
Zviripachena, iyo yaimbova seksikäs uye inoyevedza yakagovaniswa nyaya yekufamba yave isingafadze.Kushingairira kwevekudyara mari uye vezvenhau vaive pakutanga, ivo zvino vasemeswa.
Seri kwezvose izvi, chii chakaitika kune "micro-travel" sevhisi inomiririrwa nemagetsi scooters mhiri kwemakungwa?
Iyo Sexy Nyaya Yekupedzisira Mile
China's supply chain + yakagovaniswa mafambiro + mhiri kwemakungwa musika mukuru, ichi chikonzero chakakosha nei varidzi vemhiri kwemakungwa vaipenga nezvemusika wekufamba wakagovaniswa pakutanga.
Muhondo yepamba yokugoverana mabhasikoro yakanga ichipisa, guta guru remhiri kwemakungwa rakaona mikana yebhizimisi yaivamo ndokuwana chinangwa chakakodzera.
MuUnited States, vatori vechikamu vanomiririrwa naLime neShiri vakawana "matatu-matatu ekufamba seti" yakatarisana nemabhasikoro asina dockless, mabhasikoro emagetsi uye scooters emagetsi kuti asangane nekupfupi-kure kwekufamba zvinodiwa zvevashandisi vakasiyana.Mhinduro yakakwana.
Sun Weiyao, muvambi weLime, akataura mubvunzurudzo kuti: “Mwero wokuchinja kwezvikuta zvemagetsi wakakwira zvikuru, uye vanhu vanowanzoronga kuashandisa zvisati 'zvasvika pasi'.Munzvimbo dzine huwandu hwevanhu, mwero wekushandiswa kwema scooters wakakwira.;uye pakufamba nzendo refu, vanhu vanonyanya kuda kusarudza motokari dzemagetsi;vanhu vanoda zvemitambo mumaguta vanoda chaizvo kushandisa mabhasikoro.”
“Panyaya yekudzoreredza mutengo, zvigadzirwa zvemagetsi zvine zvimwe zvakanakira.Nekuti vashandisi vanoda kubhadhara zvakanyanya kuti vanakirwe nechiitiko chirinani chechigadzirwa, asi mutengo wechigadzirwa wakakwirawo, sekuda kutsiva bhatiri kana kuchajazve. "
Mupurani inoumbwa nema unicorns, musimboti weiyo C chinzvimbo chitori chemagetsi scooter, kwete chete nekuda kwediki tsoka, kukurumidza kukurumidza, uye nyore kunyengedza, asiwo nekuda kwekukosha kwakawedzerwa kunounzwa nehunyanzvi hwayo uye hunhu hwekuchengetedza nharaunda. .
Nhamba dzinoratidza kuti chikamu chemashure-90s muUnited States vakabata rezinesi rekutyaira chakaderera kubva pa91% muma1980 kusvika pa77% muna 2014. Kuvapo kwenhamba huru yevanhu vasina mota, pamwe neiyo low-carbon model inokurudzirwa. nemafambisirwo emagetsi ekugovaniswa, zvakare inoenderana nekumashure kwekusimuka kwekufamba kwekuchengetedza kwezvakatipoteredza kubvira mireniyumu itsva.
"Ropafadzo" kubva kuindasitiri yekugadzira yeChina chave chimwe chikonzero chakakosha che "kuibva" mapuratifomu ekunze aya.
Muchokwadi, ma scooters emagetsi aimboshandiswa nemakambani akadai seShiri neLime ainyanya kubva kumakambani ekuChina.Zvigadzirwa izvi hazvina chete zvakanakira mutengo, asiwo nekukurumidza chigadzirwa kugadzirisa uye yakakura maindasitiri cheni ecology.Kukwidziridzwa kwechigadzirwa kunopa rutsigiro rwakanaka.
Tichitora Lime semuenzaniso, zvakatora makore matatu kubva kuchizvarwa chekutanga chezvigadzirwa zve scooter kusvika pakuvambwa kwechizvarwa chechina chezvigadzirwa zve scooter, asi zvizvarwa zviviri zvekutanga zvezvigadzirwa zvakaitwa nemakambani epamba, uye chizvarwa chechitatu chakazvimiririra chakagadzirwa neLime. .Kuvimba neChina's mature supply chain system.
Kuti iite kuti nyaya ye "maira yekupedzisira" iwedzere kudziya, Lime neShiri vakashandisawo "huchenjeri" pachikuva.
Mune dzimwe nzvimbo, vashandisi veLime neShiri vanogona kutora zvakananga ekunze emagetsi scooters kumba, kuchaja ma scooters aya husiku, uye voadzosera kunzvimbo dzakatarwa mangwanani, kuitira kuti chikuva chibhadhare vashandisi imwe mari, Uye kugadzirisa dambudziko. yokupaka zvisina tsarukano yemagetsi scooters.
Zvisinei, zvakafanana nemamiriro ezvinhu epamba, matambudziko akasiyana-siyana akabuda panguva yekusimudzirwa kwekugoverana magetsi scooters muUnited States neEurope.Semuenzaniso, ma scooters mazhinji anoiswa padivi penzira kana pamusuwo wekupaka pasina manejimendi, izvo zvinokanganisa mafambiro akajairwa evanofamba netsoka.Paive nekunyunyuta kubva kune vamwe vanhu veko.Kune zvakare vamwe vanhu vanokwira scooters padivi penzira, izvo zvinokanganisa kuchengetedzwa kwevanofamba netsoka.
Nekuda kwekuuya kwedenda, nzvimbo yekufambisa yepasi rose yakakanganiswa zvakanyanya.Kunyangwe iwo akagovaniswa emagetsi scooters ayo anonyanya kugadzirisa maira ekupedzisira akasangana nematambudziko asina kumboitika.
Rudzi urwu rwekurudziro zvisinei nemiganhu yenyika rwakagara kwemakore matatu uye rwakakanganisa zvakanyanya bhizinesi remapuratifomu ekufambisa aya.
Semhinduro ye "maira yekupedzisira" yekufamba kwekufamba, vanhu vanowanzoshandisa zvigadzirwa kubva kuLime, Shiri uye mamwe mapuratifomu akapindirana ne subways, mabhazi, etc. Mushure mehosha, nzvimbo dzose dzekutakura kwevanhu dzinotarisana nekudonha kwakanyanya kwevatakuri.
Zvinoenderana nedata reCity Lab muchirimo chapfuura, nhamba yevafambi vezvifambiso zveveruzhinji mumaguta makuru muEurope, America neChina yakaratidza kudonha kwakanyanya kwe50-90%;kufamba kwetraffic yekuchamhembe kwe subway commuter system munzvimbo yeNew York chete kwakadzikira ne95%;iyo Bay Area MRT muNorthern California System ridership yakaderedzwa ne93% mukati memwedzi mumwe.
Panguva ino, kukurumidza kuderera kwehuwandu hwekushandiswa kwe "yekufambisa matatu-chidimbu seti" zvigadzirwa zvakatangwa neLime neShiri zvakave zvisingadzivisiki.
Uye zvakare, ingave scooters yemagetsi, mabhasikoro emagetsi kana mabhasikoro, aya maturusi ekufambisa anotora muenzaniso wekugovana, dambudziko rehutachiona mudenda raunza vanhu kudzika nhanho yekunetseka, vashandisi havagone kuvimbiswa kubata mota iyo vamwe vanayo. kungobatwa .
Sekureva kweongororo yaMcKinsey, ingave bhizinesi kana kufamba kwemunhu, "kutya kubata hutachiona pazvivakwa zvakagovaniswa" chave chikonzero chikuru nei vanhu vachiramba kushandisa micro-mobility kufamba.
Uku kuderera kwebasa kwakanganisa zvakananga mari yemakambani ese.
Mukupera kwegore ra2020, mushure mekusvika padanho revanhu mazana maviri emamiriyoni pasi rese, Lime akaudza vanoisa mari kuti kambani iyi iwane kuyerera kwemari kwakanaka uye kubuda kwemari kwemahara kekutanga muchikamu chechitatu chegore iroro, uye kuti zvaizoita pundutso. kwegore rose ra2021.
Zvisinei, sezvo kukanganiswa kwedenda kuri kuwedzera pasi rose, bhizinesi rakazotevera harina kunaka.
Maererano nemushumo wekutsvakurudza, kushandisa imwe neimwe yemagetsi scooter yemagetsi isingasviki kana pazuva kuchaita kuti mutyairi asakwanise kuwana mari (kureva, mari yemushandisi haigone kubhadhara mari yekushandisa yebhasikoro rega rega).
Sekureva kweThe Infomation, muna 2018, Bird's scooter yemagetsi yakashandiswa avhareji kashanu pazuva, uye avhareji mushandisi akabhadhara madhora mazana matatu nemakumi matanhatu.Chikwata cheShiri chakaudza vanoisa mari kuti kambani iri munzira yekuburitsa madhora 65 miriyoni mumari yegore negore uye gross margin ye19%.
A gross margin ye19% inotaridzika zvakanaka, asi zvinoreva kuti mushure mekubhadhara kubhadharisa, kugadzirisa, kubhadhara, inishuwarenzi, nezvimwewo, Shiri ichiri kuda kushandisa madhora gumi nemaviri chete yasara kubhadhara hofisi yekurenda uye yevashandi mari yekushandisa.
Zvinoenderana nenhamba dzichangoburwa, mari yeShiri yegore muna 2020 yaive madhora mazana manomwe nemasere emamiriyoni, nekurasikirwa kwemari inodarika mazana maviri emamiriyoni emadhora.
Mukuwedzera, kune imwezve kuwedzera kwemari yekushanda yakasimudzwa pamusoro peizvi: kune rumwe rutivi, chikuva chekushanda hachina basa rekuchaja nekuchengetedza zvigadzirwa, asiwo kuvabvisa utachiona kuti vave nechokwadi chehutsanana;kune rumwe rutivi, zvigadzirwa izvi hazvisi zvekugovana Uye kugadzira, saka zviri nyore kuputsa.Matambudziko aya haawanzo muchikamu chekutanga chepuratifomu, asi sezvo chigadzirwa chakaiswa mumaguta akawanda, mamiriro ezvinhu aya anowedzera.
"Kazhinji ma scooters edu emagetsi emagetsi anogona kugara kwemwedzi mitatu kusvika hafu yegore, nepo tarisiro yehupenyu yemakoiri emagetsi akagovaniswa ingangoita mwedzi gumi neshanu, izvo zvinoisa mberi zvinodiwa zvezvigadzirwa."Mumwe munhu anobata maindasitiri ekugadzira ane chekuita nehunyanzvi Nyanzvi dzakati kunyangwe zvigadzirwa zvemakambani eunicorn aya zvishoma nezvishoma zvichichinja kuenda kumotokari dzakazvivakira mune inotevera nhanho, mutengo uchiri kunetsa kudzikiswa nekukurumidza, ndicho chimwe chezvikonzero nei nguva zhinji mari ichiripo. zvisingabatsiri.
Ehe, dambudziko rezvipingamupinyi zveindasitiri yakaderera richiripo.Mapuratifomu akadai seLime neShiri vatungamiriri vemaindasitiri.Kunyangwe vaine mamwe capital uye mapuratifomu mabhenefiti, zvigadzirwa zvavo hazvina mhedziso inotungamira ruzivo.Iyo chigadzirwa chiitiko vashandisi vanoshandisa pamapuratifomu akasiyana Ivo vanochinjika, uye hapana akanakisa kana akaipisisa.Muchiitiko ichi, zviri nyore kuti vashandisi vachinje mabasa nekuda kwehuwandu hwemotokari.
Zvakaoma kuita purofiti yakakura mumasevhisi ekufambisa, uye nhoroondo, makambani ega anga achinyatso batsira anga ari ma automaker.
Nekudaro, mapuratifomu anonyanya kuhaya ma scooters emagetsi, mabhasikoro emagetsi, uye mabhasikoro akagovaniswa anogona kuwana tsigiro yakasimba uye kukura zvine mutsindo chete nekuda kwekugadzikana uye kukuru kwevashandisi traffic.Munguva pfupi denda risati rapera, vanoisa mari nemapuratifomu havagone kuona tariro yakadaro.
Mukutanga kwaKubvumbi 2018, Meituan akawana zvizere Mobike yeUS $ 2.7 bhiriyoni, izvo zvakaratidza kupera kwe "hondo yekugovana bhasikoro".
Hondo yebhasikoro yakagovaniswa yakatorwa kubva mu "online car-hailing war" inogona kunzi imwe hondo inofananidzira munguva yekupenga kukuru.Kushandisa mari nekubhadhara kuti vatore musika, mutungamiri weindasitiri uye wechipiri vakabatanidzwa kuti vatore musika zvachose ndiwo aive maitiro akakura kwazvo eInternet yepamba panguva iyoyo, uye hapana kana chimwe chazvo.
Muhurumende panguva iyoyo, vatengesi vaisada, uye zvakanga zvisingabviri kuverenga mari uye mari yekupinda-yekubuda.Zvinonzi boka reMobike rakapora mushure mechiitiko ichi, uye kambani yakarasikirwa nekurasikirwa kukuru, mushure mekugamuchira mari yakawanda uye kutanga kutanga "kadhi yepamwedzi" sevhisi.Mushure maizvozvi, kuchinjana kwekurasikirwa kwemusika kwakava kwakanyanya kunze kwekutonga.
Zvisinei nekuti iri online mota-kurovera kana kugovaniswa mabhasikoro, zvekufambisa uye masevhisi ekufambisa agara ari maindasitiri anonyanya kushanda aine purofiti yakaderera.Kushanda kwakasimba chete pachikuva kunogona kubatsira zvechokwadi.Nekudaro, nerutsigiro rwekupenga rwemari, vatengesi vari munzira vanozopinda muropa "hondo yekuvandudza".
Mupfungwa iyi, ma scooters emagetsi muEurope neUnited States anogona kunzi akafanana nemabhasikoro akagovaniswa, uye ndee "golden age" ye venture capital inopisa mari kwese kwese.Panguva yekushomeka kwemari, vatengesi vakangwara vanobhadhara zvakanyanya kune data remari uye yekupinda-yekubuda chiyero.Panguva ino, kudonha kweunicorn kugovera magetsi scooters kuguma kusingadzivisike.
Nhasi, apo nyika iri kujairana nedenda zvishoma nezvishoma uye hupenyu huri kupora zvishoma nezvishoma, kudiwa kwe "maira yekupedzisira" mumunda wezvekufambisa kuchiripo.
McKinsey akaita ongororo yevanhu vanopfuura zviuru zvinomwe mumatunhu makuru manomwe epasi mushure mekuputika, ndokuona kuti nyika zvayadzokera kune zvayakajairwa, tsika dzevanhu dzekushandisa dzimotokari dzinotakura vanhu dzakavandika muchikamu chinotevera dzichawedzera ne9% zvichienzaniswa. nenguva yedenda yapfuura.Iyo propensity yekushandisa yakagovaniswa vhezheni yemotokari-yekutakura yakawedzera ne12%.
Zviri pachena kuti pane zviratidzo zvekupora mumunda we micro-travel, asi zvakaoma zvikuru kutaura kana tariro yeramangwana ndeyemagetsi scooters.
Nguva yekutumira: Nov-19-2022