[Marketing] quick taxi COO Zhao Dong: What do we make money?[i world network operators Note] When you have a large user base, what can you do? The idea is nothing more than the regular fees and advertising. Available for order \u0026 ldquo; subsidies \u0026 rdquo; taxi software renowned online and offline, the fees and advertising are \u0026 ldquo; force \u0026 rdquo; the user leaves the practice. Like chess \u0026 ldquo; the next step \u0026 rdquo ;, quick taxi with a third method. Wen / Wen Yu in the United States, a taxi Uber software because the site by O2O way that private car driver network for users to take, in order to affect the interests of taxi drivers, resulting in Uber business by local governments and the taxi driver in 2013 huge resistance, difficult to expand the business. Recently, the company in the global market, but also by a number of countries and regions taxi drivers \u0026 ldquo; snail tactics \u0026 rdquo; boycott. Of course, Uber is now facing a mess, certainly not because of their patterns are not good enough, otherwise they can not get the capital market valuation of $ 3.5 billion has been given recognition. But the \u0026 ldquo; proud \u0026 rdquo; mode because they do not meet the area of market interests, unable to better develop future growth system, so that the company difficult. Look at the Chinese market. 2013 at the Nike Pepper Shoes end of 2014 at the beginning of China's fight car market faster and Didi (now drops) Two companies \u0026 ldquo; landing in \u0026 rdquo; of \u0026 ldquo; Shipping war \u0026 rdquo; caused an uproar, when most of the comments melody basic all It is \u0026 ldquo; fast, Didi and how much money in subsidies, still can not see the future \u0026 rdquo ;. Throughout the first half, the taxi software posterior have all kinds of speculation, some say \u0026 ldquo; they are not a taxi to fight for survival purposes cart software, its greatest value to customers through enlightenment play a role, so that mobile payments become known. \u0026 Rdquo; but whether it is not \u0026 ldquo; taxi software out at large \u0026 rdquo ;, is not \u0026 ldquo; mobile payments cover of darkness \u0026 rdquo ;, not deny that at present two software basic \u0026 ldquo; backbone \u0026 rdquo; in the form of line with Chinese-style service: they do not violate any single interest group; they use input subsidies generated, the large advertising expenses actually gave them the most direct users; most importantly, the entrance into the market and consumption habits of users is very valuable . In a few months ago on a charity fast, fast taxi chief operating officer Zhao Dong short \u0026 ldquo; \u0026 rdquo ;, Confessions share how to grow the system by the user to create marketing value. The following is the Zhao Dong Confession: a subsidy war early in 2014, allowing quick taxi became known Chinese mobile Internet business, changing the way many passengers to travel but also to the traditional taxi industry Nike Shoes has brought great changes. After some time ago subsidy activities, many friends have asked me to play fast car now so fire, then prepare how to do? On the company's future development and profitability model What plan? In fact, I think the current Long March just gone first step quick taxi just two years old, or a start-up companies, the future long way to go. But since people are concerned about rapid development of the taxi, and I am willing to 'Successful Marketing' platform, chat with this topic. Subsidy activities to quickly bring any subsidies for the taxi before the event the number of cities in our country is 41, the date the order volume of about 400,000, 23 million users, about 300,000 drivers, through subsidy activities, our first quarter Overall data: City 261, orders for 6.23 million single-day, more than 100 million users, more than 1 million drivers. Subsidies in exchange for the user and order explosive growth, brand and high frequency exposure. For on-line less than two years of fast taxi, it was a good value for money, if all take investment and advertising, it is estimated to consume over a couple of days, the effect is certainly better now. At present the number of our cities have nearly 300 cities, after the mid-May subsidies stop, although orders had dropped to 5 million single or so, but as we started \u0026 ldquo; a taxi back to vouchers \u0026 rdquo; and \u0026 ldquo; World Cup quiz activities \u0026 rdquo; and a series of independent marketing, quickly returned to the daily orders in the first quarter level of around 6 million single. When you have a large user base, what can you do? The idea is nothing more than a conventional charge and advertising. In fact we all know, Internet products directly to user fees is very difficult, especially in China rarely have a service said \u0026 ldquo; because I serve you, so I want to make money \u0026 rdquo ;. So, advertising might be a good idea? But out of consideration the user experience, from last year in March (at the time of the order we have hundreds of thousands of users in Hangzhou, Shanghai and other places), we declined to less than two hundred brand customers or mobile advertising agency serving intentions. Whenever questioned \u0026 ldquo; in the end you can not make money \u0026 rdquo; when we say \u0026 ldquo; Air Jordan 13 Retro \u0026 rdquo ;, now can not give up because of money due Air Jordan 18 to the insistence of the user experience, thus affecting the rapid growth of subscribers, it must be worth the candle. Of course, we are not entirely without regard to money problems. When fast taxi 2.0 on the line, we started to focus on creating the end of August last year, his \u0026 ldquo; \u0026 rdquo ;. user growth system This is an integral system. The more users, the higher the number of the taxi rank, taxi every time the more points. Proven integration capabilities for user stickiness and external cooperation has a very important role. Under the same conditions of service and subsidies, quick taxi users can earn points, which became part of the users insist on using only quick reasons. In addition to increasing user activity and loyalty addition, there is a greater integration of usefulness. After 10 months of hard work, we now have access points store hundreds of different industries quality brand. Users in the fast integration Mall vouchers can be exchanged for a taxi again, and the US group, the United States together superior products, Dangdang and other electric commercial enterprises vouchers, can be exchanged for movie tickets, theater, KTV, hotel coupons, You can even redeem lottery bill, game packs and other virtual products and so on. Why are these big brands are willing to cooperate with faster? For example, we are now the first US group about a partnership earlier this year, because it is the first time cooperation, both sides are more cautious. US group to come up with 10,000 copies $ 10 voucher to redeem our users do, but asked not to be registered new users USgroup mobile client, we know that the cost of pulling a new user on the mobile Internet is now High electricity supplier class higher, the industry generally accepted cost between 200-300 yuan. The results of an on-line activities, in the absence of any promotion under the premise, less than 15 hours it was all finished redemption. In one weeks time, more than 70% of users have completed the US Mission mobile client download, registration and the first consumption, within one month of substantially all exchange users have completed the first purchase, 45% of the users or even two time consumption, the equivalent of the Air Jordan 2 US Mission to nike dunk heels get a new user each plus the cost of new orders as long as 10 dollars. And the US group by statistics found that although the vouchers is $ 10, and there is no limit on the amount of consumption, but most users off price is very high, higher than the average customer price of US group users, it is because fast taxi users mostly white-collar workers, spending power belongs to the high-end crowd. Pulsation in order to promote their new line of blueberry drink in seven cities nationwide selected by lottery Points Mall doing, only women participate every day 3500 places will be able to get the $ 20 taxi vouchers. Activity continued for five days, millions of people who participated in the lottery, equal ripple put very little money to clearly know how many female users to understand the pulse of the new blueberry flavor, which for traditional FMCG industry is very meaningful while the user is not passively receiving advertising messages, but the initiative to get to know. Quick taxi partners for marketing value of the first, a large number of users and spending power, the majority of 20-45-year-old high-end consumers; second, put precise, geographical orientation and the crowd can be oriented so that the former brand Events can penetrate into the designated cities (from the front line to three or four lines), which can be specified by the data analysis information to reach specific groups of people, such as by a taxi fare data to determine the number and spending power of users, or specify delivery to frequently or five-star hotel to the airport crowd. These are the traditional Internet advertising can not do; and third, active user participation, user involvement at the time and not feel \u0026 ldquo; \u0026 rdquo ;, is marketing but feel the initiative in their own hands, to the user recommended It is what he needs, not make people feel disturbed. From the beginning of the year to now, by next redeem and online and offline marketing activities, fast taxi average every month tens of millions more in revenue, cooperation has brought us benefits users and market levels. From at 10:00 on June 12, World Cup All in activities formally launched, only one hour to more than 30,000 people participated, to June 19, the cumulative number of participants activity has more than 2 million, an average of Nike Lunar Haze 250,000 people per day to participate. This shows that we have from product to marketing, gradual growth of communication with consumers also play a role. Points just quick taxi overall planning and profit model of a small part. I think that a good product will always need long-term planning, as if we never make money and tangled. (Edit / world network operators Wu Meng, the successful marketing of this article originally appeared in the magazine, edited by i world network operators, please indicate the source and author)