In April 2019, Didi acquired all the products and resources of Tutu.com and packaged them into Beijing Hongyibo Technology Co., Ltd., which is wholly owned by Didi.
In March 2020, the car-hailing service of Tutu.com changed its face to become "Hua Xiaozhu Taxi", with the slogan of "lowest price on the whole network" as the main slogan. After the trial operation in Zunyi and Linyi, it quickly entered the third- and fourth-tier cities and has now settled in 120 cities. City.
Hua Xiaozhu mainly focuses on the sinking market. Its operation method is similar to Pinduoduo, and it provides a lot of subsidies at both ends of passengers and drivers; and adopts the social fission mode, users can continue to obtain coupons country email list through check-in, friend assistance, etc., and passengers can get new tickets award.
We will start from Hua Xiaozhu's Pinduoduo-style operation, analyze the split scenarios of Hua Xiaozhu, analyze the feasibility and risks of Hua Xiaozhu's model, as well as the deep meaning and purpose of Didi's move.
3. Product positioning and user analysis
1. Who is Hua Xiaozhu?
"Hua Xiaozhu Taxi" is a mobile travel platform that seeks new growth points in the sinking market after the growth of Didi.com's car-hailing encounters a ceiling; it is committed to creating a brand of affordable travel, and advocates returning travel to its essence and providing passengers with more benefits , safe and convenient travel services; provide drivers with one more service option and an additional income supplement; convey the positive energy of travel to the society with a young, optimistic and positive attitude.
2. What problem is Hua Xiaozhu trying to solve?
1) User pain points
The pain points of users of taxi-hailing products are divided into two aspects: passengers and drivers.
Passengers: The penetration rate of Didi Express in third- and fourth-tier cities is insufficient. In some third- and fourth-tier cities with outdated public transportation facilities, users still have the problem of travel difficulties; users in the sinking market are price-sensitive and lack willingness to take taxis; The traffic routes are cumbersome and the comfort is low; there is an urgent need for low-cost, comfortable and cost-effective taxi-hailing products to fill the gap.
Drivers: In the sinking market where express cars are not popular enough, taxis and "black cars" are still the main areas of taxi-hailing. Taxis are relatively safe but have high rental costs; there are a large number of "black car" drivers who earn extra money in their spare time in third- and fourth-tier cities , Because there is no company affiliated, there are security risks, and it is difficult to gain user trust; black cars in third- and fourth-tier cities urgently need to organize affiliated management, avoid safety and other issues, and alleviate the problem of public taxis.