Last year, Xiongbai achieved a valuation of 10 billion yuan from zero, but before that, the Republic also had a great Internet + transportation company - Didi Chuxing!

This company has pulled the company to 10 billion US dollars in three years, with a valuation of 70 billion yuan, so how did it rise?

Its strategic and tactical nature is simple.

The success of Didi Chuxing is a benchmark event for Chinese Internet companies, so that now when many companies encounter the problem of promotion, they think of a trick: subsidy!

Xiongbai shared bicycle uses an overwhelming advertising and marketing model, under the role of idol stars, quickly occupy the market, and the Ali giants who invested in of of can not sit still, and they immediately urge of of Dai Weiwei to quickly make a marketing confrontation strategy.

Now OF has raised more than 3 billion yuan again, which can be described as a lot of money.

Di Weiwei thought that Didi Chuxing had achieved the first place in the online car-hailing industry, and won the Chinese market through the subsidy burning model, Didi dared to start an expensive price war with its American competitor Uber, and through generous subsidies, Uber, the originator of the ride-hailing application, was beaten all over the place, and Uber directly lost $1 billion in the Chinese market, and Didi finally monopolized China's online car-hailing country.

He Dai Weiwei decided to replicate this model!

Then we must first study the model of DiDi Tho.

Smart people who know the sky-high subsidy must know that this subsidy is not as simple as sending money, there are conspiracy, dark wars, bayonets, and black magic products.

Didi first defeated Shake, the earliest ride-hailing software, with hooliganism and financing models. Didi uses aggressive means to automatically pop up prompts on mobile phones with both Shake and Didi Taxi installed, guiding users to uninstall Shake, and for a long time, Didi will push fake orders to the driver, although the driver can't grab the job, but will feel that his hands are slow, this is its early hooliganism.

Second, the subsidy tactics of the taxi software Didi were actually not Didi's at the earliest.

But Didi has used it to the top!

The first to start subsidizing was the 100-meter taxi shake.

At first, it was a subsidy for drivers, and the taxi driver recommended a passenger to install the 100-meter taxi shake App to reward the driver with 10 yuan, and recommended a driver to reward 20 yuan, so the method really worked, and the driver's enthusiasm was very high. Later, we began to try to subsidize passengers, and passengers who successfully took a taxi using a 100-meter taxi will get a subsidy for the phone bill.

However, the shaky capital chain soon had problems.

So he shook and died.

After Didi's success!

In August 13, WeChat was launched, but, compared with Alibaba's Alipay, WeChat payment has been lacking a very explosive application scenario Didi and > so Didi and Ma Huateng successfully reached a strategic cooperation, Didi access > Tencent actually did the payment field, Alibaba felt the crisis.

In the ride-hailing industry, Alibaba also saw an opportunity, so it invested in another of Didi Chuxing's lesser-known competitors, Kuaidi Taxi, and integrated its mobile payment app Alipay with Kuaidi.

Against the emerging >, they have the support of two Internet giants, and Didi Chuxing and Kuaidi Taxi are also aiming at each other.

If you want to kill the other party, Didi still subsidizes this trick, Tencent invests, and the subsidy continues, the effect is amazing, Didi's trading volume has skyrocketed, and the subsidy has exceeded 100 million in a week.

For drivers and users, binding bank cards and credit cards has a relatively high threshold for use, and at the same time brings potential safety hazards, and it is easy to cause user loss in the actual operation process

key to get it. Coupled with the cash subsidy, the effect is amazing.

In late January, Kuaidi launched a more ferocious subsidy campaign to subsidize passengers and drivers. At that time, Didi's subsidies were canceled, and the situation quickly reversed, and Didi's transaction data began to decline sharply.

WeChat and Alipay spend on the "payment showdown".

During the competition, Didi Chuxing had an inspirational story known as "Seven Days and Seven Nights".

In two weeks, Didi Chuxing's order volume increased by 50 times, and 40 servers simply couldn't hold up. In the end, Cheng Wei called Tencent founder and CEO Ma Huateng overnight, and Ma Huateng mobilized an elite technical team at Tencent to prepare 1,000 servers overnight. In the Yinke Building on Suzhou Street, Didi Chuxing fought for seven days and seven nights to rewrite the server-side architecture.

At that time, the engineers and programmers who built the background program at Didi Chuxing worked overtime for seven days and seven nights. In the end, some people couldn't take off their contact lenses, and some people fell to the ground in a coma.

The two sides have invested a total of about 2 billion yuan in subsidies.

Undoubtedly, at the same time, the number of orders is growing rapidly.

The subsidy war is in full swing.

The number of orders climbed rapidly, and then the two sides entered a tug-of-war, burning money faster and faster, from a few million to tens of millions a day in the early days, and then to 100 million a day during the peak period in March and April. The fast subsidy is ten yuan, and the didi supplement is eleven; Didi subsidizes eleven, and the fast one makes up twelve. Later, product manager Ma Hua came up with another idea: the subsidy for each order is random, ranging from ten to twenty yuan. In this way, the other party will not be able to follow up at all.

At the beginning, Didi's hands kept shaking when he was crazy about burning money, and the original intention was to grab the market, but later he found that the more money burned, the more valuable it was, and the subsidy war was not a zero-sum game, but a positive-sum game.

When Didi first started burning money, it didn't know whether it was for fast or for itself, but the taxi market expanded rapidly, jumping from hundreds of thousands to millions. At the same time, the market share of both sides has not decreased, but has played an educational role

The role of the market. Instead of spending money on TV station advertising, it is better to directly let the user experience the product, which is the most profound experience accumulated in the subsidy war.

Uber, the powerful ride-hailing originator, suddenly set its sights on the huge Chinese market, and investors in Didi Chuxing and Kuaidi finally realized that the two companies could no longer compete with each other.

Otherwise, they will all be defeated by Uber, and each of them is no match for that American behemoth!

So they united to the outside world, which is reminiscent of the Kuomintang and Communist Party alliances in those years.

In February 2015, the two companies merged, with Didi Chuxing taking a 60% stake in the new company, and Didi Chengwei annexing Kuaidi Taxi.

Let's fight against American Uber!

Uber in the United States has some competitive advantages that are difficult to surpass, such as better application and more stable technology. Investors valued Uber at $42 billion, equivalent to 10 times Didi Chuxing's valuation at the time. At a time when Didi Chuxing is focusing on the Kuaidi-hailing merger, Uber is catching up: in a matter of months, it has taken control of nearly one-third of China's private car-hailing market.

"At that time, we felt like the People's Liberation Army of the past, we only had rifles, and we were bombed by enemy planes and missiles," Didi Chen said. Their weapons are advanced. ”

So, Chen Wei held a meeting with some executives to discuss the matter. They analyzed Didi Chuxing's daily transaction volume and adjusted the amount of subsidies given to drivers and passengers. Chen Wei also regularly reminds employees: "If we fail, the result is destruction." ”

Didi's counterattack is still a subsidized money-burning game.

Of course, there is also black technology in December, and Dimi was launched. This is a point reward system for drivers, relying on big data to prevent drivers from picking orders. The product logic of the taxi software is how to allow users to get a taxi, the subsidy is to encourage users to use the car, and how to motivate drivers to let users who can't take a taxi get a car, which depends on Dimi, which has increased the success rate of Didi's taxi by 10%.

After the birth of Dimi, Cheng Wei began a major counteroffensive.

Didi Chuxing said it would subsidize 1 billion yuan, which Uber can't match. At the same time, Chen Wei and his advisers began to find ways to crack down on Uber in the U.S. market. They liken Uber to an octopus with tentacles all over the world, but the body is still in the United States.

Didi decided to stab the octopus in the abdomen. ”

Didi Chuxing expands its business in the U.S. market and goes to the U.S. to subsidize and burn money. Didi is ferocious, and Uber has to follow suit with subsidies.

At the height of the rivalry, Didi Chuxing and Uber spent up to more than $1 billion a year to subsidize drivers and passengers. As a result, both companies need to have a new capital injection.

Apple injected $1 billion into Didi Chuxing.

A month later, Uber financed from Saudi Arabia. The signal from the two companies is clear: the two sides are going to engage in a protracted war to burn money.

In the end, Uber couldn't burn Didi and bowed his head.

That summer, almost everyone around the world knew another title of Didi head Chen Wei, "Uber killer".

Uber agreed to sell its China business to Didi Chuxing and exit the Chinese market.

It was also a face-saving exit for Uber, as it acquired a 17.7% stake in Didi Chuxing, as well as $1 billion in cash.

Didi completely uses money to kill all competitors, and there are more than 40 players in the taxi market at its peak, which is very barbaric, and the company can't afford to play without so much money.

Didi Dache disclosed a new round of financing totaling $7.3 billion in June last year, with investors including Apple, Chinese Life, Ant Financial and others, and the company received a valuation of $28 billion in this round of financing. Didi Chuxing is supported by two Chinese internet giants, Alibaba and Tencent!

Didi won, and the biggest magic weapon is subsidies.

Now the financing of OF has surpassed that of Xiongbai shared bicycles!

Rich, Dai Weiwei decided to restart this subsidy tactic and have a big showdown with the male worship hornet!

The tactics in his mind were formed, the first step was to ride for free, the second was upside down, and the third subsidy tactic followed, and the young Dai Weiwei's eyes flashed with murderous aura.