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[YesAuto News] As the largest shared travel platform in China, Didi Chuxing (hereinafter referred to as “Didi”) has always been positioned at the lowest end of the automotive industry chain, that is, the user of the car, and its horizontal development route is continuous Locally launched various travel services, including private cars, express trains, bicycles… But with the advent of new energy vehicles, Didi began to seek a second development route, which is related to the energy environment, automobile revolution, and Didi. Didi drivers are related to passengers, and more related to the long-term development of the Didi platform. This line is the vertical automobile industry chain. So, what is the development path of Didi's second line? What are Didi's cutting-edge layouts for new energy vehicles, what changes is Didi planning “secretly”, and what disruptions will it bring to drivers and passengers in the future? Focusing on the above issues, Autohome New Energy Channel conducted an exclusive interview with Vice President Yang Jun of Didi Travel on August 9. He made it clear that Didi’s strategy has been very clear, and gave us a detailed description of Didi’s new energy The field of travel layout.


●Preface

When the money-burning battle for online ride-hailing came to an end, Didi Chuxing was the only one; when all parties in the time-sharing leasing company were still on fire, they had not yet formed a prairie prairie situation; when the bike-sharing trend began to decline amid the rapid rise, it cleared the market in calmness. We increasingly believe that the domestic shared travel field has entered the second half. So how should the shared travel companies still present adjust their strategies and meet the challenges of the second half amidst competitive changes? These are the frontier issues we are concerned about. To this end, Autohome New Energy Channel has launched the “Travel +” series of special topics. The monthly issue will show you the most authentic shared travel landscape through in-depth dialogue with domestic shared travel companies.


Read the full text in 60 seconds:

●Didi is extending from a one-stop travel platform to a platform for auto operators. While expanding horizontal travel services, Didi is expanding into the entire automotive industry chain.

●New energy vehicles are an important carrier for Didi's future development. There are already more than 400,000 pure electric vehicles on the Didi platform, and it is confident that it will achieve the goal of “1 million new energy vehicles on the platform by 2020”.

●Didi will absorb new energy vehicle owners for the platform in four ways: vehicle owners actively register, comprehensively deploy charging facilities, help drivers choose suitable operating vehicles, and sell customized new energy operating vehicles.

●Personal family cars are different from operating custom cars. Didi said that the purpose of making custom cars is twofold: reducing costs and improving experience. But in fact, there is another potential motivational purpose: vigorously promote carpooling business.

● Didi used to connect cars with smart phones. In the future, it hopes to connect cars with smart cars.

Do you know that there are already 400,000 pure electric vehicles on the Didi platform?

Didi Travel, which was founded only 6 years ago, has many glamorous labels. It is the largest one-stop travel platform in China, with nearly 500 million Chinese users, serving more than 30 million user orders every day, and more than 30 million drivers participating in sharing every month. 21 million… After the battle with Kuaidi and Uber in China and the acquisition of Apple's $1 billion investment, Didi Chuxing has become a dominant “monopoly” in China.

However, Cheng Wei, the founder, chairman and CEO of Didi Chuxing, remains vigilant and sensitive. In his view, Didi is an extremely insecure company and needs to maintain a sense of crisis.

The source of the sense of crisis is that we are in the process of an unprecedentedly rapid change in the automotive industry, and there are many uncertainties in this change. For Didi, only by finding a sustainable, ecologically closed-loop path in cars and travel can a higher moat be built. The advent of the era of new energy vehicles can be regarded as the starting point of Didi's transformation.

At the China Internet Conference in June 2016, Liu Qing, the president of Didi Chuxing, mentioned for the first time Didi’s plans in the field of new energy vehicles: “In the next five years, the Didi platform should have the capacity to reach 1 million electric vehicles. “.

Yang Jun, vice president of Didi Chuxing, told us that Didi really started its new energy deployment. He smiled and said: “At the time, this number shocked the industry. There were more skeptics than believers. But along the way, (we) feel more and more confident about this goal.”

As of July this year, the Didi platform has 400,000 pure electric vehicles, in addition to a large number of hybrid and other new energy vehicles. According to data from the Ministry of Public Security, as of the end of June, there were 1.99 million new energy vehicles in the country, of which 1.62 million were pure electric vehicles. From this point of view, Didi’s 400,000 shared vehicles are still extremely valuable and are expected to be realized. The goal of connecting 1 million new energy vehicles in 2020.

★Didi's choice: what to do vs what to do

Yang Jun mentioned in a speech: “The car born for sharing must be a new energy car.” When we threw this thesis to him again in an interview to ask the reason, he listed it very clearly. The characteristics of several new energy vehicles.

First of all, from the perspective of the general background: new energy vehicles are the general trend, environmental problems are urgent, and the Internet brings new applications.

Secondly, from the perspective of the cost and experience of the Didi platform and new energy vehicle owners and passengers. According to statistics from Didi, new energy vehicles have a lot of economic benefits for car owners. Full-time car owners run more kilometers per day, and their fuel costs are nearly 4,000 yuan per month. However, judging from the current national average electricity bill, running the same kilometers The electricity bill is almost half of the gas bill, so it is equivalent to a direct increase in net income of about 2,000. This is a particularly direct attraction, and this is what Didi is willing to see. The author has also communicated with many Didi drivers. A driver driving a BAIC EV160 in Beijing said that new energy vehicles are cheaper than fuel vehicles in terms of mileage. His EV160 is charged twice a day, about one each time. Hour, each kilometer is equivalent to 0.2 yuan-0.25 yuan, but the fuel cost under the same mileage may be 0.5 yuan-0.6 yuan, and it must be a small displacement fuel vehicle. And another driver also told the author: “In addition to cost considerations, another advantage of using new energy vehicles is that there is no limit to the number.”

However, although “new energy is suitable for sharing” is the correct proposition, and Didi planned to use new energy as early as June 2016, but the two major actions of Didi in the field of new energy vehicles have occurred in the past six months or so. : First, in December last year, Didi announced that a global new energy vehicle service company would settle in Zhongguancun, Beijing; second, on April 24 this year, Didi and 31 auto industry chain companies jointly initiated the establishment of the “Torrent Alliance” in Beijing, and plans to In the next 10 years, it will serve 2 billion users worldwide and promote more than 10 million shared new energy vehicles.

Obviously, in the field of new energy, from planning to large-scale implementation, Didi took one and a half years to prepare. There are not only new energy sales and retention, but also Didi platform's anxiety about new energy vehicle mileage, charging anxiety, and later stages. Consideration of maintenance and other issues. Yang Jun said: “Our understanding is that there is a process. Originally, Didi is the most downstream of the automobile industry chain and the user of cars (a one-stop travel platform such as special cars, express trains, ride-hailing cars, shared bicycles, etc.). Energy and manufacturing seem to It is far away from us, but in fact, we found that as we deal with this industry more and more, it is necessary for us to do some demand-side reforms (automobile industry). The national policy is to promote supply-side reforms. That is on the demand side-the needs of drivers and passengers, as well as the demand for energy-saving, emission reduction and long-term benefits as a platform. In addition, what Didi does and what it does not need to be considered.”

After comprehensively considering the positioning of “what to do” and “what to do”, Didi began to rapidly deploy new energy sources. We also summarized the four ways Didi will expand the number of new energy vehicles in the future.

1. Open-ended, compliant new energy vehicle owners are welcome to join. Didi has always encouraged the registration of new energy vehicle owners, but both the driver himself and the new energy vehicle must comply with the national requirements for online car-hailing access regulations.

2. Construct charging facilities and launch Xiaoju charging in January 2018. In Yang Jun’s view, the charging network has to solve three problems: convenience of layout, charging experience, and different prices; for this reason, Didi has adopted a large-scale franchise method to attract charging operators and improve the application of Xiaoju charging APP. , Improve the rationality of planned electricity tariffs.

But in terms of charges, a Didi driver believes that Xiaoju’s charging charges are still more expensive: “It’s not as cheap as the State Grid. Although the State Grid charges a service fee of 40 to 80 cents, it is still cheaper to charge during the trough.”

In terms of charging efficiency, Xiaoju’s current average level of charging requires almost an operating vehicle, one hour to one and a half hours, and some batteries and more powerful vehicles and piles can achieve about 45 minutes. Yang Jun said that the charging time is not only The power of the charging pile depends on whether the vehicle can withstand high-power charging. Most charging piles on the market now have a power of 120kW, but these technologies of 300kW and 350kW have come out. With the rapid follow-up of vehicle batteries, a 30-minute full charge is just around the corner. In addition, in the field of battery replacement, Didi currently has hundreds of vehicles in the trial of battery replacement. Although it still faces some technical challenges, Didi pays attention to these trends.

3. Help the owner choose the car

That is, Didi's D0 project. Didi uses big data to make comprehensive calculations to help car owners choose a good car, including a certain car that does not save electricity, is not solid, and the accessories are not cheap. New energy vehicles are new technologies for everyone, and there are not many heavy users. D0 is Didi, together with China Automotive Research Institute and Tianjin Testing Center, to screen, test, and collect feedback on new energy vehicles that have been released and marketed, and recommend some suitable vehicles to the owners; at the same time, Didi purchases a large number of new energy vehicles by itself. The energy vehicles are rented to Didi drivers (this is something that Didi has not done before). If there is a problem with the new energy vehicles purchased by Didi, as a major customer, Didi will talk to the car factory, which is more powerful than individual users.

4. Make new energy exclusive customized vehicles

Didi's D1 project is also Didi's largest “cross-border” project. It is to cooperate with car companies to create a series of new energy customized cars. Currently, most of the new energy vehicles and fuel vehicles used for sharing are designed for individual families, but professional operations have some special requirements for vehicles, and the design details are not the same as family vehicles. Through the analysis of operating scenarios, a large amount of data research and feedback, Didi has also begun to try to define what a shared new energy vehicle is like.

Talk about customization: Didi takes the initiative to find a car and reach cooperation with home

Yang Jun said that the purpose of Didi customization is twofold: the first is to reduce the cost of the entire mileage, whether it is for Didi, the driver or the passengers; the second is to improve the passenger experience, hoping that passengers will have “Wow” feels different.

Many people subconsciously have a misunderstanding that there is no essential difference between a personal family car and a shared car, but this is obviously wrong. From the characteristics of shared bicycles, we can see the differences in GPS electronic locks and solid tires, and this difference is much greater for new energy vehicles.

Didi has realized that many new energy vehicles are not suitable for full-time drivers: For example, the three-guarantee policy of 120,000 kilometers in 8 years is far from enough for full-time Didi drivers. Didi needs 30%. Thousands of kilometers or even 500,000 kilometers of design. However, car manufacturers will not make this design for family cars, and Didi believes that it is necessary to stand up and promote this matter.

So in March of this year, Didi and Chehejia reached a strategic cooperation. The two parties will jointly launch new energy vehicles suitable for shared travel. The benchmarking travel scene is Didi's most mainstream express car business. Custom vehicles are expected to be launched on the market in 2020.

Didi Chuxing's new energy “big event” time plan
the goal planning time
Promote 1 million new energy vehicles 2020 year
Promote 10 million new energy vehicles 2028
Launched new energy custom vehicles 2020 year

When it comes to the cooperation between the two parties, Yang Jun did not respond to the rumors of the 51:49 joint venture stock comparison, only that Didi took the initiative to facilitate the cooperation. He said: “We want to do this, so we are looking for suitable partners in the market. We have actually talked to several or several OEMs. Didi believes that the tools for shared travel should be like this. Maybe few people believe it at the beginning, but sharing bicycles has given you some different ideas. There is no doubt that cars are much more complicated than bicycles, but there is always someone to take this step, so Didi actively seeks cooperation. But good. The news is that more and more car manufacturers have accepted this point of view and are making their attempts. Although their understanding of details is different, the general direction is becoming more and more the same.”

Yang Jun added that if there is a better choice, Didi is actually not willing to invest in the development of custom cars, but prefers to spend it on the client side, but there is indeed no shared car suitable for operation on the market. However, after Didi launches custom cars in the future, it will not force car owners to buy them. Yang Jun said: “If Didi cars are cheap and good, they are likely to be the products chosen by Didi car owners, with a higher penetration rate. Moreover, Didi did not specify how many units it must sell because Didi does not sell cars. Didi does not care how many cars can be sold, but cares about better cost per kilometer and better experience.”

As for Didi's custom car, what is different? Yang Jun smiled and said: “Everyone will definitely have a lot of reveries, revealing a little bit, that is, more space and more comfortable, easier to get on and off the car.” In terms of cruising range, the initial plan is in the 350km-400km range. In addition, because Didi knows the density of orders, the smart brain of the Didi platform will remind the driver when to charge the most ideal time. Yang Jun said frankly: “This is more complicated than that of a petrol vehicle, because petrol vehicles are refueled about twice a week. You don't have to face these decisions every day, but electric vehicles are already very good if they are charged once a day.”

But in fact, after communicating with Didi drivers, the author discovered that Didi still has a “potential” economic motivation for deploying new energy customized cars-the development of carpooling business. The express bus business is Didi’s main business, while carpooling is the most profitable part of the express bus business, and it is more in line with the word “sharing”. However, Didi drivers generally don't like to receive carpooling business, because Didi drivers still charge based on mileage and duration. For example, if the trips of the three carpooling passengers of A, B, and C are 2 kilometers, 4 kilometers, and 5 kilometers respectively, after the driver completes these three carpooling services, the Didi platform will pay Didi according to the total mileage and total time. Didi drivers, and in terms of mileage, discarding the overlapping part, excluding the distance in the process of picking up people, the actual distance of these three passengers may be only a little more than the farthest 5 kilometers, and Didi also based on the total 5 kilometers. The itinerary and duration are paid, but for the three passengers of A, B, and C, the Didi platform charges separately according to the flat price, and the total income is more than that of Didi drivers. Of course, from the perspective of passengers, although carpooling will sacrifice part of the time cost, it will also reduce part of the cost. But for Didi, if the carpooling business is further developed, it needs more seats and a better experience in the vehicles, and this is the key feature of customized cars.

Connected by smart phones in the past, and connected by smart cars in the future

In a sense, Didi is a product of the development of smart phones. The rise of Didi also connects millions of car owners and passengers with one mobile phone, and has gained big data and operational advantages on this basis. With the advent of customized cars and smart driving, Didi has consciously allowed cars to replace mobile phones to achieve full platform connectivity.

Yang Jun said frankly that Didi has invested a lot in the early stage of custom cars because it involves R&D and design, but the steadfast thing is that Didi sees the demand and the market is there, and this is also the basis for Didi to convince car companies to make it. theory. In his opinion, the personal home market of more than 20 million units per year is indeed huge. Today's travel market is far from being able to reach it. However, in the personal home market there are dozens of car manufacturers and hundreds of cars to compete together. Almost every market segment All are the red ocean, but the shared travel market is the blue ocean. Therefore, who can accurately target this market first and make the most suitable car for operation is undoubtedly a great gain. Yang Jun added: “This is why many partners have started to do it, because the car's development cycle is very long. It's not that you want to understand it today and it will come out tomorrow. It will take a few years.”

And D1 will undoubtedly need to be networked, and then it can be intelligent, and for the level 1-Level 5 autonomous driving classification that is popular in the industry, Didi is also making relevant hardware preparations and layouts.

At the Torrent Alliance held in April this year, Cheng Wei said that Didi's future goal is to serve 2 billion customers, which means that Didi will also attach importance to the layout of foreign shared cars abroad, which is what Didi has been doing. Yang Jun said: “Didi still has many layouts overseas, especially in South America, but the situation in each country is different. There are more than 200 million cars in China, which is also the main source we share. But in countries such as India The number of possessions is very small, only more than 20 million. A billion people have so many cars. They are either very wealthy people or pure tool vehicles. There are not many shares that can be shared. Therefore, India’s online appointments are all It is directly launched by operators. Once Didi’s customized cars succeed in China, they will go out in the future.”

Didi is not afraid of competition, everyone knows the strength of Didi

When it comes to Didi's future layout, we have to mention the current competition that Didi faces. As AutoNavi and Meituan enter the field of online car-hailing, will they have an impact on Didi?

Yang Jun was very relaxed about this: “Tell me about our attitude. First, this market is very large, and the market for shared travel and public travel may be more than tens of trillions. We are actually open and welcome. We hope that everyone will work together. To expand this market; second, we actually welcome friends with innovative spirit and ability to come in. Didi has also learned a lot from friends along the way. Didi welcomes this kind of competition, but it is not hypocritical. . But for the kind of competition that is simply copied, frankly speaking, competition is of little significance. You have also seen that some manufacturers use excessive subsidies to compete in some cities, but Didi is not afraid. Everyone knows the strength of Didi.”

End of full text:

It has to be said that on the basis of the original travel supply and demand matching, Didi is spreading a huge shared travel network, and is extending its layout in traffic directions, smart driving, customization, charging, aftermarket, etc., in addition to personally building Factory-built cars, Didi seems to have covered everything related to travel. Yang Jun generally stated that there are actually two lines: a horizontal, one-stop travel platform, which continuously introduces the travel services consumers need, and the other line is the vertical automobile industry chain, but all of Didi’s business layout is separated. No travel, travel tools. In the final analysis, Didi's business model is a platform.

But on the other hand, Didi is indeed making its assets heavier for a broader layout. With more operations and services, this must be a difficult turning point, but it is indeed an innovative expansion. Once successful, Didi's position in the industry will be difficult to leverage, and the layout of the entire automotive industry chain will also help it become a true travel empire. The last question we asked Yang Jun was: “With such a wide spread, is there a lot of pressure?” Yang Jun smiled and said, there are pressures, but the strategy is very clear, and the rest is a problem of ability.