In the past 5 months of 2017，188bet best bookmaker bicycle rental (referred to as "mobile bicycle") has always been the focus of public opinion: first, they were surprised by the spread speed and financing amount of this model，Then make a fuss about the deposit。After the "Rainbow War" broke out，All sectors of society are concerned about disorderly parking and parking、The broken cars become a disaster and gradually lose tolerance，Relevant local regulatory regulations have begun to solicit opinions。Meanwhile，The authenticity of “sharing” in the media、There are more and more discussions on the pros and cons of "pan-sharing"。

The "mobile bike" 188bet best bookmaker is still being explored on a large scale.As of the end of May 2017，The total sales volume of the top five “colors” has exceeded 10 million units，The annual launch may reach 30 million units，Conservatively estimated “asset investment” will exceed 10 billion，Offline operating costs may also reach 188bet best bookmaker level。

In this situation，Whether a participant or a bystander，188bet best bookmaker best to first understand the three economic propositions related to this “phenomenal model”。

The name "sharing" is inappropriate

188bet best bookmaker time-sharing rental platforms and their investors have been occupying the “sharing” banner for some time。

In fact, in the user’s mind、All they talk about is "little yellow car"、"Little Blue Car"，Who cares whether you "share" or "rent"。Insisting on claiming to be “sharing” is nothing more than coveting valuation；The reason why the opponents hold on to Jiang Yangzhe is not that they don’t like "Jiang Yangzhe" but because "if the name is not correct, the words 188bet best bookmaker not be smooth"，If words don’t go your way, things won’t happen”。

First，There is a huge difference between the two models of "sharing" and "renting"，The former is "asset-light" and the latter is "asset-heavy"。

Both have their own strengths，188bet best bookmaker not intended to be discussed。Only from a valuation perspective，The asset-light model has great advantages。For example: Apple is a model of asset-light model、Foxconn (02038, which has a market value of more than 800 billion US dollars and produces Apple mobile phones.HK) is an asset-heavy model，Market value less than HK billion；Alibaba is an asset-light model、Market value more than 300 billion US dollars，JD.com is an asset-heavy model，Market value less than 60 billion US dollars；Didi is an asset-light model，The latest valuation is rumored to be US billion，China Car Rental (0699.HK) is an asset-heavy model，Market value approximately HK billion。

The intention behind confusing “asset-light” and “asset-heavy” is obvious。Founder of Sika Deer Breeding Base，I insist on raising horses，I don’t know if they were a gang of gangsters but a group of people shouting “If it’s a deer, it’s a deer, it’s a deer”、"What does it have to do with you whether 188bet best bookmaker a deer or a horse?"、“Raising horses is not easy，Please stop causing trouble"...

Secondly，188bet best bookmaker unfair to startups that truly implement the concept of sharing。

For example, almost with Mobike、ofo’s “Intelligent 188bet best bookmaker” started at the same time，Cooperate with the street、Go deep into the community to mobilize residents to donate dilapidated items、Idle 188bet best bookmaker。Then repair and modify the 188bet best bookmaker，Install GPS positioning、Smart lock spray QR code，Finally released around the community。This model is more efficient than placing an order for 10 million units with Foxconn，Throw thousands of cars onto the street several orders of magnitude lower。

When 188bet best bookmaker’s time to be serious, you should be serious，Don’t blame someone with ulterior motives for treating a deer like a horse for too long，I think there is not much difference between a deer and a horse，They all have four legs，They are all vegetarian...

The smash hit Internet bicycle rental reflects the distinctive "Internet thinking"，188bet best bookmaker might as well be called “mobile bike” by referring to the term “online ride-hailing”。

Insufficient “effective demand”

With the rise of “mobile phone bicycles”，Countless people enjoy its convenience，I couldn’t help but secretly praise in my heart: 188bet best bookmaker’s so needed。

But，What is valuable to merchants is “effective demand”，Purchasing power and willingness to pay are indispensable。For example, Gulfstream will not produce the G650 based on the number of top rich people，Not to mention how many losers want to buy。The former may not be willing to pay，The latter has no purchasing power。If you just need a "hat", don't take 188bet best bookmaker casually，Besides, not all rigid needs are “valid”，Don’t get excited when you see demand。

For mobile bikes，Purchasing power is not an issue，Willingness to pay is a hurdle。Quantifying willingness to pay requires the introduction 188bet best bookmaker concept of "marginal utility"。

188bet best bookmaker depends on the person、Due to time、Subjective psychological phenomena that vary from place to place，Refers to a specific person at a specific time、The highest price a location is willing to pay for a unit of goods。

For example, a hungry man is willing to pay up to 20 yuan for a hamburger。After eating one，The merchant said the second one is 40% off，He said I’m not hungry anymore。The merchant said half price，He said "Okay，One more”。The merchant said that the third one is 30% off，He said “I won’t eat even if 188bet best bookmaker’s given to me for free”。In this example，The marginal utility of hamburger to this man dropped from 20 yuan to 10 yuan，Down to zero again。

The "stumbling blocks" faced by "188bet best bookmaker bicycles" are: in the typical "last mile" scenario (too close to drive or take a taxi、Slightly further walk)，The marginal utility to typical users may not cover operating costs。

If the subway station is about 1 km from the office、15 minutes walk，Would office workers pay 13 yuan for a taxi (note: the starting price is 13 yuan within 3 kilometers in Beijing) or rent a 188bet best bookmaker for 5 yuan？

I’m afraid most people’s attitude is to rent a ride within 1 yuan、Free is better。But，What is the probability that 188bet best bookmaker car will return to the subway station after being ridden several times？If temporary workers are needed to search and rearrange subway stations，What is the labor cost？And，Scheduling is just one of the many responsibilities of offline operations，Indiscriminate parking and parking must be corrected、Recycling of faulty vehicles reported by users for repair、Broken car found during patrol inspection、Centralized maintenance...

Average price per booking、How much operating costs 188bet best bookmaker be shared，Requires long term、Reliable data can only be obtained by accumulating a lot。

Although quantitative analysis is not yet possible，However, 188bet best bookmaker can be qualitatively believed that the “mobile phone bicycle model” belongs to the “low passenger order”、Reoperation”。

188bet best bookmaker difficult to do business with low customer orders。such as public transportation，The ride only costs a few dollars、But no one cares what shape 188bet best bookmaker squeezed into，That’s it“Low customer orders, light operations”.Almost all city bus systems are not self-financing。Take Beijing as an example，Public bus subsidies reached 25 188bet best bookmaker in 2015。

The unit price for 188bet best bookmaker bicycle rental customers is extremely low (they often offer free rides and even give out red envelopes)，Users have higher requirements for experience (easy to rent and return、Good condition、The car is clean and tidy, etc.)，Parking cannot affect public order。Compared with public transportation，188bet best bookmaker bicycles can be described as “low customer orders、Reoperation”，And there is no government subsidy without asking for anything in return，Only greedy investors throw money at them。

Unless huge subsidies are obtained (Beijing alone is conservatively estimated to subsidize 1 billion per year)，188bet best bookmaker bicycles cannot survive for a long time。

"Marginal 188bet best bookmaker" does not converge

Marginal cost refers to the increment in total cost brought by each unit of newly produced products or services，188bet best bookmaker often more telling than average cost。

For example，A "small dining table" receives 8 primary school students at noon every day，Ingredients、Water and electricity、Direct costs such as labor are 100 yuan。The average cost of providing services to each student is 12.5 yuan。At this time，What is the cost of adding 1 new diner？Possibly zero，Because 188bet best bookmaker enough to “evenly distribute” the food for 8 people。It may also be too big for the owner of the small dining table to bear。For example, the room is too small，188bet best bookmaker already the limit to cram 8 children into the room，The only way to increase the number of guests is to rent a larger house。

Compared with traditional industries，The biggest feature of the Internet is that the marginal cost approaches zero。1 million views vs. 1.01 million views，The impact on website operating costs is negligible，But the clicks generated by the additional 10,000 people can generate real income。On the other hand，For users (not considering the “wall” and paid content), the cost of switching from website A to website B is also negligible，Moving from Sichuan cuisine to Cantonese cuisine、188bet best bookmaker countless times easier to switch from Japanese to German style。

The core logic of the so-called "188bet best bookmaker thinking" is to "run blindfolded、Encircle as many users as possible，Get MAU、DAU goes to financing，Spend the money raised in exchange for more MAU、DAU，Then raise money at a higher valuation。"Friends" compete to see who can get the money first、Who has circled more、Who burns bravely，This is also a kind of "you can't survive without going crazy"。

Once you go offline，The 188bet best bookmaker law of zero marginal cost has completely failed and often even goes the other way。Because "people are stupid、More money、Irritated”，The startup company adhering to the 188bet best bookmaker thinking is so happy、“Integrating offline resources” regardless of cost often pays a sky-high price。

For example, "Mobile 188bet best bookmaker"，The number of vehicles launched increased from 1 million to 1.01 million，First order 10,000 new cars，Although you can enjoy the "group purchase price", the cost will never "tend to zero"。For operations、Scheduling 10,000 new vehicles，Requires about 50 "temporary workers"，Their pay 188bet best bookmaker never go to zero。When the number of placements increases from tens of thousands to hundreds of thousands、Millions，There is no logic of narrowing operating costs but they are expanding: there are only 50 temporary workers，Just pay 150,000 per month (assuming 3,000 per person per month)；The cost of 50,000 temporary workers per month is more than 1.5 billion，Maybe thousands of regular workers 188bet best bookmaker be hired to manage 50,000 temporary workers。

188bet best bookmaker companies go offline，I often habitually fantasize that I can make a lot of money if the scale reaches a certain level，But because the marginal cost of the provided service does not converge，The larger the scale of the loss, the more severe the loss，Until the financing is burned out。

"There are people in the beheading business,No one is doing the losing business”，Burn hundreds of millions、Billions，Daily orders reach one million、tens of millions，Investors will eventually realize that “losing money is only at this stage”，188bet best bookmaker can be profitable on a larger scale and time scale” are all nonsense。

2015 is the “year of explosion” of O2O、2016 is the “year of death”。2016 is the “year of explosion” of “188bet best bookmaker bicycles”，The probability of O2O’s tragedy happening again is not small。

*Source of 188bet best bookmaker article: Huxiu.com，Author: Eastland，Original title: "Three economic propositions related to “188bet best bookmaker + bicycle rental”》

[Extra number]Want to capture the trend of the cultural 188bet best bookmaker？Want to know the most cutting-edge cross-border innovation in cultural tourism？Want to learn the latest information shared by industry leaders？Want to interact and have in-depth exchanges with industry elites？Come“2017 China Cultural 188bet best bookmaker Consumption Innovation Summit”Let’s go!June 13-14, Beijing·International Conference Center，A feast of top content for cultural 188bet best bookmaker consumption is waiting for you！Learn more about the meeting&To register, please click:I want to register！(Discounts for early registration)