The "last mile" of ofo bike-sharing has now become the "last mile" of life and death.

There is no shortage of stories in the capital market, and there is no shortage of pigs in the entrepreneurial outlet. After being blown to the sky for three years, the bicycle industry finally realized the pain of landing, and it was quite proud to think about it!

Recently, the media broke out in turn that "direct hit |ofo deposit balance is only 3.5 billion yuan, misappropriation of deposit or over 10 billion yuan?" 》

Negative news, such as "the yellow car is going yellow", has spread to another bicycle giant and may not hold on!

Wang Xiaobo's "Silent Majority" said that "in the world of words, China scholars have a strong sense of social responsibility, that is, paying taxes and being a good taxpayer-this is an ugly statement, and it is good to take the world as their responsibility!"

As a sprayer, I won't miss this opportunity. I have been thinking about this article for a week!

According to international practice, apologize "sorry" first, and then start spraying!

1. Charging rules like hooligans: charge after scanning the code, and maintenance will not be refunded.

2. The car damage rate is too high: I found half a street, but there was no sound at all, either the chain was broken or the cushion was missing.

3. The monthly card is really TM expensive: as an office worker, the average car is the "last mile" from the bus and subway station. I only ride dozens of times a month, and the monthly card is so expensive!

4.4. The quality of ofo bicycles is very poor: a large number of cheap broken cars quickly occupy the market, regardless of follow-up issues. Since riding a yellow car to work, the muscles of both legs have been significantly strengthened!

……

To put it bluntly, the fate of the enterprise depends on the boss, the fate of the boss depends on the background, and the fate of the background depends on the reform. If not, pull over!

I'm glad to see the enterprise fall, and when the little blue car falls, there will be a little yellow car. Xiao Huang's car has fallen down, and there will be other cars.

What if it all falls down? This question is choking me a little. )

As an ordinary user, in addition to eating melons and watching the theatre, sitting and watching the capital struggle and enterprise competition, on the one hand, he can enjoy the travel convenience brought by * * *, on the other hand, he can complain about the problems existing in * * * enjoying bicycles, such as bad riding, disorderly stopping and misplacing, affecting order and so on! Comfortable!

From the development of the enterprise itself, to the infighting of capital, to the love and hate of consumers. This also makes people wonder who killed so many enterprises in bike-sharing and who murdered ofo bike-sharing?

In many people's eyes, "ofo bike-sharing" is a product of the capital market, which is "piled up" with money. Yes, "ofo bike-sharing" got the money, but what is more important than getting the money is "product power".

The "product power" of a product determines what it can bring to users. Can it be successfully financed and how far can it go after financing?

Answer, tell a story:

After the story is finished, take stock of Xiao Huang's eight financing experiences:

Walking on the road, or walking into some communities, we can find problems: when we want to ride a bike, we often find that some cars either have no seats or pedals.

Some cars are parked in all kinds of impossible places, such as the middle of the main road, hidden grass, high-speed entrance, some even in rivers and lakes, and some are locked, parked at the gate of the community and parked in the unit building.

Even throwing the car into a remote place, deliberately making people unable to ride, making a video was actually advertised!

* * * A large part of the operating costs of bicycle companies are spent on dealing with lost vehicles, repairing damaged vehicles and recycling parked vehicles where parking is impossible.

This is not to say that users deliberately want something, but in the process of providing and using such a service, many consumers hold the idea that I can do whatever I want after spending money.

There are even reports that some users bought the monthly card of ofo and put a bicycle in the trunk of their car for themselves.

When using some services, most of them are based on their convenience.

Ofo, who was caught in the rumor of lack of money, was forced to stop the free policy of Sesame Credit and chose to independently develop the credit system.

"Most credit systems are about personal wealth, spending power and repayment ability. But what * * * enjoys is the credit system needed by the bicycle industry, which is an evaluation standard linked to the embodiment of long-term personal conduct in car use behavior. We encourage good behavior, punish bad behavior, and work with users to maintain the cycling environment. This is the logic and original intention of building this system. The standard for measuring personal credit and conduct should not be the amount of wealth, but the behavior. "

It can be said that some improper behaviors of each of us when using * * * to enjoy bicycles are adding insult to injury to the industry. Every one of us enjoys the bloody bicycle industry, and the real murderer may be their most lovely user. ?

* * * The bicycle industry is unique. It is a system. The relationship between operators and users in the system is not a simple business relationship, but a decentralized network.

In this network, everyone's behavior will bring gains and losses to the whole network.

* * * The core of bicycle enjoyment lies in the word "* * *", and many consumers have some one-sided understanding of * * *. * * * Enjoyment not only means * * * enjoying the service, but also means * * * enjoying the responsibility behind it.

Every actual consumer who enjoys bicycle service has the obligation and responsibility to maintain the condition of bicycles and the norms of driving and parking.

If users don't take this responsibility and leave everything to the bicycle company, then we are cutting them with a knife and finally watching them die.

It is not enough for the development of any industry to rely solely on the continuous progress of enterprises. It must be that enterprises and consumers grow and progress together, maintain the stability of the industry when they are mature, and form a win-win situation.

The bottleneck restricting the development of bicycle enterprises is not money. No amount of money will be spent one day. More importantly, how to guide users and build a good industry environment with them.

This time, it was exposed that the capital chain was broken and employees jumped ship. On the one hand, the media implicitly exposed the current funding problem of ofo, on the other hand, it implicitly boasted that mobike was free of deposit. It is impossible to guess whether it is commercial competition!

As an ordinary person, I suddenly understand that what Ma Yun regrets most is the establishment of Alibaba.

At that time, ofo was regarded as a new form of * * * enjoying cycling, or it officially opened the gap between * * * enjoying the economic system and led the post-90s generation.

* * * Enjoy the story of bicycle industry from birth to capital, with a golden spoon, success and failure. In the early stage of the industry development, the recognition and intervention of capital made the bicycle-sharing enterprises develop rapidly, and copied bicycles to the whole country in the shortest time.

However, barbaric growth is bound to bear the price of barbarism. Too rough and crazy layout and fast-growing enterprise scale test every cycling enterprise from the aspects of capital, operation, management and manpower. It is difficult to balance funds under huge operating costs.

Many companies that enjoy cycling died because of the break of the capital chain, and most of those companies supported by big capital gave up resistance. Finally, under the influence of capital, they gave up independent development and became traffic tools with their tens of millions of users. Mobike has been bought by Meituan!

For ofo, there was an opportunity to annex mobike and unify the rivers and lakes, above ten thousand people and under Didi. (The following is my own opinion)

As the biggest investor before the last round of financing, Dad Didi turned out to be too controlling, ready to take over the "last mile" and become a big shot in the life service industry. Dai Wei is too rebellious to let his users become traffic victims.

Later, in order to check and balance Didi, ofo found himself a spare tire father Ali, mortgaged the bicycle that had been depreciated in the previous period to obtain financing, but refused to take control.

Ali, take a look. This son's temper is really too strong. He can't completely control it. He still doesn't eat meat that tastes too hard. You might as well devote all your energy to Hello's bike.

Now that ofo is short of funds, Didi and Ali two fathers just don't make moves in their eyes, giving people the feeling that ofo has become an abandoned child. Maybe this is the result of wanting freedom too much.

As for whether the ofo will be finished this time, some people say that Didi and Ali are waiting. When the ofo really can't stand it, they have to lower their noble heads and bargain again.

Under the double-edged sword of capital, some chose to surrender, ofo chose to stick to independence and continue to explore with customers, unwilling to turn their own users into giant traffic cows.

To paraphrase a commonly used explanation in football matches, "ofo is running out of time", the patience of users, capital and friends is limited. If the balance of revenue cannot be achieved at the end of the year, the bloody capital will sacrifice a double-edged sword and make up the last knife on the already scarred ofo.

There is a saying in Zhihu that "200 yuan doesn't matter under the refund frenzy. What about my identity information? "

Yes, if ofo bike-sharing goes out of business, I won't refund the deposit. Think of it as my contribution to the * * * economy updated by the times, and praise for the persistence and innovation will of the post-90 s!

I really tasted the convenience brought by this mode, and as a user, I would like to see ofo bike-sharing stick to it and improve the user experience!

I initiated a poll. How many people have any opinions? I want to know.