Let the satellite engage in the competition between energy ofo and Mobai into the group mode

Shared cycling partners can be divided into bicycle camps, channel camps, and technology and brand camps.

Source: Interface

Text: Xiao Han

After playing for more than a year, there is still no win or loss. Ofo and Mobye gave up the low-level fun single-handedly and entered the age of the gang.

After entering 2017, you will find that theo has more news than Mobai. In the past, the news of the two companies revolved around their own companies, such as how many vehicles were put in, how many cities they entered, and so on. And recently, their news and press conferences are very interesting to point to a place - cooperation.

You can hear the message that ofo has access to Didi, and you can see the style of Moby binding WeChat. You can see that ofo cooperates with telecommunications to engage in NB-IoT actions, and can also see Mobala's response to Unicom's free ride.

In fact, the current shared bicycle field has poured in a lot of capital and players, but after fierce competition, even shared bicycles in many places like Beijing have been affected by traffic today, ofo and Mobai, or the whole In the shared bicycle industry, there is still no obvious outcome.

Since the single-handed fight can't make an enemy, theo and Mobai have embarked on the group mode, in order to overwhelm each other through more companies, industries, platforms and resources. Depending on the field described by the partner, the car and the partner of the company can be divided into a bicycle camp, a channel camp and a technology and brand camp.

First, the bicycle camp: ofo slightly better

Sharing a bicycle, of course, the first thing is a bicycle, so this is also the main player in the ofo and the Mobai group.

On May 6, ofo was invited to participate in the 27th China International Bicycle Exhibition.

Although they do not produce a bicycle, the shared bicycle companies such asOo have become the “big brother” in the domestic bicycle field, and will appear in almost any important exhibition in the bicycle industry.

This time, the partner with the ofo team is the Phoenix bicycle. At the small meeting place built by both parties, the chairman/CEO of theo, Dai Wei, went up and took the hand of another man. Dawei is only in his twenties. He is as young as ofo with silver glasses. He looks youthful and full of vigor. And holding the right hand of Dai Wei is a middle-aged man, although there is also a smile, but how to look like a strong smile - this is the president of Phoenix Bicycle Wang Chaoyang.

Ofo cooperates with Phoenix

According to the plan, Phoenix will provide theo with a capacity of 5 million bicycles, so that ofo has enough bicycles to expand globally. Industry analysts believe that after the cooperation between Phoenix and ofo, a large number of orders can be obtained, which can even account for 7-8% of its production capacity. And ofo can also rely on the manufacturing capacity of Phoenix to guarantee their bicycle supply.

Phoenix has registered trademarks in more than 80 countries around the world, ranking first in China's bicycle export brands for more than 40 years. Phoenix's overseas channels can also help ofo to promote more countries overseas as soon as possible. Currently, ofo has been launched in three overseas countries: the United States, the United Kingdom and Singapore.

At the same time, the pigeons of the old domestic bicycle manufacturers and the new bicycle manufacturer Fujita are also the foundries of ofo. At the visit to the Flying Pigeon Factory held a few days before theo, a person in charge of the pigeons told the media that it would also provide theo with a capacity of 5 million bicycles per year.

Since the mention of the Phoenix and the flying pigeons, it is natural to mention another old bicycle company - permanent bicycles. Different from Phoenix's choice of cooperation, the permanent holding parent company Zhonglu shares directly invested in a shared bicycle player Yuba bicycle, hoping to use Ubune to directly compete with his existing stronghold in the government public bicycle field.

Yuba bicycle was founded by former Ctrip executives Yu Yu and others, and has received strong support from Zhonglu shares. Currently, it is mainly operated in cities around Shanghai and the Yangtze River Delta.

On the side of Mobai, the most well-known case of the group with the manufacturer is of course Foxconn. On January 23, 2017, Foxconn announced a strategic investment in Mobai and reached an important production agreement with it.

According to the agreement, the two sides will cooperate in the design, production and supply chain of bicycles, and Foxconn will also open a production line of Mobike bicycles at dozens of factories at home and abroad, which can provide 5.6 million vehicles for Mobike bicycles. /year production capacity. Coupled with the existing production capacity of Mobai, Moby's production capacity in the future is expected to exceed 10 million vehicles / year.

In production, theo and the Mobai one bound the Phoenix bicycle, and the other was with the global foundry giant Foxconn.

But production can only solve the problem of quality and quantity. In the face of increasingly demanding consumers, the introduction of stylish and personalized cars is also an important part of attracting users. In this regard, ofo is going faster.

A few days ago, the 2017 Beijing MTA Tianmo Music Festival opened in Zhangjiakou. Under the superb sound music and cool digital technology, the Tianmo Music Festival was even crowned the Chinese version of the SXSW Southwestern Conference.

Not to mention whether the Tianmo Music Festival can be called the Chinese version of SXSW, at least in the lively event scene, the car found a lot of desert bikes that look very domineering (this is really a perfect match with the Tianmo Music Festival) And inside ofo is called a muscle car.

Although the ofo did not disclose which company the muscle car was designed and produced, in fact, it has already developed and customized models with smart bicycle/motorcycle companies such as 700bike, light passengers and Yunma.

In March of this year, ofo and 700bike jointly launched a customized version of the bicycle ofo Curve. At an earlier time, the motorcycles that ofo and Yunma have also been put into operation in some scenic spots in Hangzhou. In addition, at the launch of ofo Curve, ofo co-founder Zhang Yuding also showed the smart motorcycle TS01 jointly developed with light passengers.

Ofo cooperates with 700bike

The cooperation with these companies helped theo solve the two problems of positioning and vehicle shape design, so that ofo has certain advantages in terms of intelligence and appearance.

Overall, ofo has the upper hand at the cycling level.

On the one hand, the layout covers bicycle manufacturers such as Phoenix and Feige, and on the other hand, it also includes R&D companies such as light passengers, Yunma, 700bike and other smart motorcycles/cyclists, and seizes both the production capacity and the vehicle model.

On the other hand, Mobye has mastered the design from the very beginning, but it does not seem to completely hold the problem. Mobai's "deprecated" Mobai classic bike is actually developed by CSG Design. Since there is no deep customization with more bicycle R&D companies, the Moby models are not rich ino.

At the same time, Mobye's current heavyweight producers are only Foxconn, and less than ofo. Of course, the number of partners can only reflect the capacity of the shared bicycle company to a certain extent. After the cooperation with Foxconn, Moby said that it has a total of 10 million vehicles per year plus other companies. Without the addition of other companies, the two manufacturers of Phoenix and Flying Pigeon have already provided 1000 capacity for theo. Ten thousand vehicles per year.

Second, the channel camp: ofo Mobai flat

Putting a bicycle out on the street is only the first step. Having enough users is the key to success. To have enough users, you need to have more traffic and channels.

The group of ofo and Mobai in this respect is divided into two levels. First, they respectively bind the two big traffic owners, Didi and WeChat, and then launch their own open platform strategies, open API to cooperation. Partners, with a view to further expanding their number of users.

In terms of binding traffic to the gold master, Mobye is going to be a bit more than the morning.

In January of this year, when the WeChat applet was just launched, Mobye launched its own small program, but it did not seem to cause much repercussions at the time, because the small program itself did not fire.

After the Spring Festival, the weather is getting warmer, and the shared bicycle industry has ushered in the climax of competition.

On the one hand, ofo and Mobai have increased their efforts and set off a wave of free cycling activities. On the other hand, second-line players outside the two, such as the small blue sky car, Xiaoming bicycle, Yuba bicycle, one-step bicycle, and the bicycle of the Hellobike players have also come online, and they have entered Shanghai in the opposite direction - you must know This is the hometown of Mobai and ofo.

For a time, colorful shared bicycles, like small flowers and grasses, bloomed in first- and second-tier developed cities such as Beijing, Shanghai, Chengdu, Chongqing and Hangzhou.

Why is it everywhere? Think about the Beijing where you live. In some core areas, the shared bicycles that have been arbitrarily stopped have been affected to walk. By the time of March 27th, the ofo who got the investment of Didi came out with the news that it would be connected to Drip APP in April 2017, which further ignited the competitive atmosphere of the shared bicycle industry.

Faced with the rumors of "flowering everywhere" and ofo for each color bicycle, Moby took the lead in releasing his own big move.

Two days later, on March 29, Moby announced that it would access WeChat in all aspects. Not long after, the Mobike bicycle appeared on the WeChat wallet page "third party service" in the first position, but the bottom also said "limited time promotion" words.

In fact, the use of ofo to access the Drip Platform has long been an open secret, but its actual action is not as fast as industry speculation. On April 27th, a month after Mobai’s access to WeChat, theo and Didi officially announced that the small yellow car was in the drop app, and it was gradually opened to users of Drip.

The picture shows the ofo bike in the Drip APP and the Mobike in the WeChat wallet.

The flow of Didi and WeChat is useless. However, it should be pointed out that whether it is Mobai access to WeChat wallet or ofo access to Drip APP, its display position is relatively backward, users need to click or pull multiple times to see, so the actual bring How big is the effect?

Originally, I hope that the pre-emptive Mobility will take the lead in drying out its own data. The company said that since its access to WeChat on March 29, Moby’s active subscribers in April have grown by more than 200%, increasing in one month. 24 million registered users.

The strange thing is that ofo did not respond to this matter. On the contrary, some media began to speak for the two, and they have thrown out the analysis data and research reports. The results are equally interesting - some people say thato is the first, and some people say that Mobai is already king.

Of course, as a person who eats melons, this kind of thing that dominates the king is just a good idea. If you are serious, you will lose. Of course, you will have more apps and more bikes. OK, get down to business.

Remember the news when theo and Moby received the Didi and Tencent investment respectively? At that time, many media and industry insiders wrote that once they were connected to Didi or WeChat, they would bring huge traffic advantages in an instant, but after the two really embraced the thigh of the traffic owner, It seems that there has not been any obvious change in the competitive situation.

Ok, it must be that the author is too dull. But then again, the group of ofo and Mobai on the channel really started.

On May 12, ofo took the lead in getting something called “ofo open platform”, claiming to open API interfaces to partners around the world and connect their services to partner apps, so that users can be in third parties. The shared bicycle service of ofo is directly used in the APP. Its first partners include Ant Financial, Didi Travel, Gaode Map, China Telecom, China CITIC Bank, China Lodging Group, Vanke Real Estate and other companies, covering payments, travel, maps, banking and travel.

You guessed it, Moby immediately followed.

On May 19th, a week later, Mobye launched the Mobai+ strategy and introduced 8 strategic partners including China Unicom, China Merchants Bank, China UnionPay, Baidu Map, Yuet Circle, Shenzhou Special Car, China Lodging Hotel and R&F Properties. . The form of cooperation is similar to the open platform of ofo, that is, through the open API, the APP of the above company can also directly scan the code. However, the open platform of Mobai will gradually open up. Currently, only the sports community Yuet Circle has access to the Mobai API, while other companies are planning this.

Mobai + Strategy Conference

OK, now the logic of the two channels is basically clear, that is, on the one hand, they hold the traffic masters like Didi and WeChat, on the other hand, they open their APIs to implant their services into banks, real estate, hotels, maps. Wait for the big traffic app to increase the number of users.

In the car's things, these two styles have effects, but the effect of the former is more obvious. For their partners, because their apps are not riding, and these companies can't put the riding service in a conspicuous position, the platform that participates in oro or Mobai is more to share the bicycle. This hot spot.

So in general, ino in this round of the group, theo and Mobai tied.

Third, technology and brand camp: both have their own emphasis

If you pay close attention to the news, you will find that there are more "distinct" partners in Ofo and Mobai, such as China Telecom, China Unicom, Big Dipper, Greenland, Vanke, certain government, and even a UN department.

After sorting out the various partners of ofo and Moby, the car stuff divides their partners outside the bicycle and channel into two categories: technology partners and brand partners.

Speaking of technology partners, the first one is the small "Internet of Things Alliance" built by Ofo and Mobai.

As we all know, the ofo bicycles did not have a positioning module at the beginning of the line. Although it later introduced its own electronic lock and installed the positioning function, most of its bicycles are still equipped with mechanical locks and bicycles without positioning function. So in the bicycle Internet of Things, ofo is more anxious than Mobai.

At the end of February this year, ofo and Huawei and China Telecom signed a cooperation agreement in Beijing. The three parties will play their respective advantages and apply the new generation of NB-IoT IoT technology to the lock of ofo shared bicycles to help improve the user experience of theo electronic locks. Positioning function, while improving your own operation and maintenance efficiency.

Ofo cooperates with Huawei and China Telecom

However, the three parties did not disclose the details of the cooperation. After the leader finished the signing, the word was dismissed, leaving a face of the author.

It may be that the application of NB-IoT technology to bicycles will take time. On April 6th, under the guidance of the government part of the National Development and Reform Commission, the company reached a cooperation with the domestic navigation/location service provider Beidou Navigation. Dai Wei, chairman of ofo, said that the satellite positioning technology based on Beidou navigation will be used to launch electronic fences to regulate the parking problem of bicycles and improve the management efficiency of vehicles.

So what about the action on the side of Mobai? Of course, it is exactly the same, but Moby is the first to locate the Internet of Things.

On March 1, Baidu Cloud announced that it will use its own “Tiangong” intelligent IoT platform to provide accurate positioning services for Mobike bicycles. Both parties will also be able to accurately position the electronic fence to regulate the user's parking behavior.

On May 23, Moby also announced the formation of its own Internet of Things circle, and its partners are China Mobile Research Institute and Qualcomm. The three parties announced that they will open the first eMTC/NB-IoT/GSM multimode field test in China, and will install Qualcomm's MDM9206 LTE-IoT multimode modem for the Internet of Things on the Mobike smart lock to increase the positioning accuracy of the Mobike bicycle. .

Mobai cooperates with China Mobile and Qualcomm

Well, according to the influence of the company, China Mobile is bigger than China Unicom, and Qualcomm is slightly stronger than Huawei, so the small league of Mobai is slightly bigger. According to the information disclosed by their respective IoT small leagues, the details given by Mobye are also rich.

As for which IoT small league is stronger, readers will judge it by themselves.

OK, if the cooperation between the shared bicycle company and Beidou positioning, Huawei, Qualcomm and other companies is technical cooperation, then the cooperation between ofo and Mobai and the following partners is more due to brand and market considerations.

As can be seen from the above table, ofo's brand partners in the real estate, government, materials chemistry, energy, communications and other fields, not to mention how they work together, but from the choice of partners, It is a major company such as Vanke, Greenland, Hanergy, UN Program Development Agency, and Dow Chemical.

This again shows that the cooperation between ofo and Mobai is more due to market and brand considerations.

The cooperation between ofo and Mobai and the real estate company in the above table mainly includes setting up parking spots on the property of the real estate company or holding activities such as rainbow riding. Cooperation with government agencies is mainly to launch some activities that promote cycling.

There are several interesting cooperations that need to be introduced. In the cooperation between ofo and Jiutian MSI in the above table, ofo announced that it will support the satellite startup to launch entertainment satellites. Its first satellite is expected to be launched at the end of this year, and the final award will be 60. The cooperation between Mobai and China Recycling is the latter to provide bicycle recycling technology to achieve waste utilization. The cooperation with Dow Chemical is to provide lightweight materials technology to reduce the weight of Mobai.

Fourth, the conclusion: shared bicycle into the group mode

Since the fire last summer, the war of sharing bicycles has been nearly a year. During the year, ofo and Mobai Company launched a confrontation in the fields of bicycle launch, urban expansion, supply chain, and public opinion, but they never had a win or loss.

Under this circumstance, the two companies have begun to match the vertical and horizontal camps, and have wooed Phoenix, Foxconn and other bicycle manufacturing companies, cloud horses, light passengers such as bicycle design companies, CITIC, China Merchants Bank and other financial institutions. , Unicom, mobile and other communications operators, Qualcomm Huawei and other communications equipment manufacturers and Vanke, Greenland and other real estate developers as their partners, in the field of bicycle design and manufacturing, Internet of Things technology research and development, marketing and brand marketing, etc. Round of competition.

At present, the "group" between Ofo and Mobai has already opened, and with the increase of the number of partners, the expansion of the field, one of the two will not keep up with the rhythm, and then separate Winning and losing.

Enter [Sina Finance and Economics Unit] Discussion