Shulou(Shulou.com)11/24 Report--

In order to attract more users, the online ride-hailing platform not only issued the corresponding preferential subsidies, but also launched "one-bite price" and other low-price marketing activities.

As the name implies, "one-mouthful price" means that the price spent by passengers is fixed no matter how long the driver drives. In the past, in places with a large number of people waiting for people at the railway station, you may encounter masters who shouted "XX money to a certain place", but this kind of "one-bite price" is not transparent and is often more expensive than the actual taxi price. Xiaotong basically does not accept such service, and this phenomenon begins to disappear gradually.

(photo Source: Pixabay) in the era of ride-hailing, the platform will inform consumers in advance of the approximate price of each model. In contrast, the "one-bite price" special car on the platform is indeed more favorable for a few yuan, even if the route cannot be changed in the process, it has attracted many passengers to try.

However, this measure, which seems to be very beneficial to the people, has caused strong dissatisfaction among ride-hailing drivers and even complained directly to the relevant parts.

Huimin but not the driver? Xiaotong learned from "Zhejiang people call me as a unified platform" that a ride-hailing driver left a message, not to mention whether the low price of "one bite price" will affect the entire market freight rate system, and its existence will greatly increase the probability of traffic accidents.

Generally speaking, the ordinary online ride-hailing order fee is composed of minimum consumption, mileage fee (in different periods), long-term fee and long-distance fee, even if there is a long-term traffic jam, the time fee paid by passengers can also make up for the driver's fuel and time costs.

(the "mouthful price" is indeed a more favorable source: Gaode Taxi / Didi Taxi) but after the price is fixed, drivers can not lose money until they arrive at their destination as soon as possible, and their overall income is significantly reduced.

At this time, some netizens may ask: since the "one-bite price" order does not make money, why don't ride-hailing drivers cancel it directly?

"one-bite price" is one of the business models of online ride-hailing platform, which itself is not illegal, drivers also have the right to accept "one-bite price", most platforms can find the switch button of this mode.

(photo Source: Pixabay) Xiaotong learned from some ride-hailing drivers that the platform will not dispatch orders for a long time without opening the "one-bite price" and "special price", or dispatch short-distance orders with low profits, and some subsidies and incentives can only be enjoyed by special cars.

Although the income has decreased, but not without doing it alone, considering all kinds of factors, ride-hailing drivers can only open the "one-bite price" mode.

To put it bluntly, the "one-mouthful price" is nothing more than the platform directly handing the benefits of ride-hailing drivers to passengers, which is unfair to drivers, and the longer the traffic jam, the greater the drivers' losses.

Xiaotong learned from thepaper.cn that the Hangzhou Market Supervision and Administration Bureau, in conjunction with relevant departments, plans to hold a price policy warning meeting in mid-August, ordering online ride-hailing companies (platforms) to strictly implement record prices and ban prices such as "one-bite price" and "preferential price".

(photo Source: thepaper.cn) in addition to Hangzhou, Wuhan, Hefei, Shanghai and other places have also begun to regulate the price behavior of ride-hailing platform companies. Hefei issued a notice on further strengthening the management of online taxi booking, which pointed out that the online ride-hailing aggregation platform should not interfere with the price behavior of the online ride-hailing platform company.

Wuhan is carrying out a "six major" special campaign, clearly requiring the online ride-hailing platform to disclose pricing rules, online ride-hailing pricing should be clearly marked; Shanghai Hengdao travel platform temporarily offline a price product.

If this trend continues, other cities may follow suit and let the ride-hailing industry return to reasonable pricing, and the "one-bite price" may become history. As a result, the income of ride-hailing drivers will begin to rise. Is it?

According to data released by the Ministry of Transport, 5.79 million online car-hailing driver licenses have been issued nationwide as of June 30, up from 439.2 million in the same period last year. In other words, there have been nearly 1.4 million more ride-hailing drivers in the past year.

Perhaps due to the increasing number of car buyers, the number of ride-hailing users began to decline gradually, from 453 million in 2021 to 16 million to 437 million in 2022.

If you only look at the data of a city, you will find that the ride-hailing market is becoming saturated and the relationship between supply and demand is beginning to change.

(photo Source: Pixabay) take Guangzhou as an example. According to the market operation monitoring index information released by the Guangzhou Transportation Department in the first half of 2023, the average daily order of online car-hailing bikes in Guangzhou is about 10.22, compared with 12.61 in 2022.

In addition, there are a large number of ride-hailing platforms, not to mention the well-known ride-hailing platforms such as Didi, Cao Cao and T3, and other platforms can only enhance their popularity through promotions such as "one-bite price" and "special price".

However, can the gradual imbalance in the number of drivers be changed by forcibly abolishing the "one-bite price" and huddling with drivers?

Abolishing the "one-bite price" of low prices will reduce the enthusiasm of consumers to choose ride-hailing in the short term, although the unit price of each order has gone up, but the smaller number of orders will also make ride-hailing drivers uncomfortable.

If you want to take a long-term point of view, as more and more consumers buy cars, ride-hailing users will not continue to grow, and the promotion power brought about by "one-mouthful price" will also be weakened.

(figure Source: Pixabay) in the view of Xiaotong, in order to alleviate the contradiction between supply and demand in the ride-hailing market, on the one hand, it is necessary to adjust the income ratio between the ride-hailing platform company and the ride-hailing drivers to ensure the income of the ride-hailing drivers as much as possible. On the other hand, ride-hailing users will not continue to grow, under such circumstances, if the platform wants to attract users to take a taxi, preferential promotion is indeed the best way, but it should not be based on the premise of harming the income of drivers.

After several years of reform, the ride-hailing market has been significantly improved in terms of user safety, driving efficiency and service quality, and the governance system and governance ability have gradually kept up.

Nowadays, in the face of the controversial "one-bite price", it is reasonable for ride-hailing drivers to be angry about this, but how to make the ride-hailing drivers, passengers and platforms satisfied, it really needs to be judged by the relevant departments in a comprehensive manner in order to re-stimulate the vitality of the ride-hailing market.

Judging from the current situation, apart from the "one-bite price", there are still many contradictions between drivers and passengers, such as some drivers have no reason to cancel orders / illegal cross-platform orders, in the face of unreasonable complaints from some passengers, the platform chooses to favor passengers, and so on. It still takes time to resolve.

This article comes from the official account of Wechat: ID:dianchetong233. The author: Eagle.

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.