The second brand upgrade in the history of Dida Company, seven years' change and unchanged about "the other".

On New Year's Day in 2022, Vientiane was renewed. Dida Company released a suspense poster-"No master, no endorsement, no name change, tick-tock, another brand upgrade method, three-day countdown", which aroused the interest and speculation of many netizens and the media.

654381October 4, the mystery was revealed. In the past 37 days, 3 million users and Didi Company have created and upgraded a brand-new brand positioning language, brand culture and brand vision system in Didi Company through five periods of brainstorming on new travel culture, showing the brand-new connotation of Didi platform after seven years of development.

In terms of brand positioning language, Dida Company upgraded to "another way of travel"; In the brand culture system, Dida Company and 3 million users * * * have created many new concepts, including real hitchhiking, intelligent taxis, pioneers, fellow travelers, hospitality, hitchhiking and urban light sources. In terms of brand vision, Dida has made minor changes to the Logo, which looks more stable and stretched; On the basis of the original tick-tock orange, the brand color adds tidal orange and injects new green.

The person in charge of Didi said that in the past seven years, Didi has always adhered to the core development path of "tapping potential and increasing efficiency" and created "another way of travel" with users. This brand upgrade is not only a summary and sublimation of Didi's unique road in the past seven years, but also a prospect and commitment to the new stage in the future. Didi will open a new way of travel at the bottom of a warmer and more pleasant culture.

From hitchhiking to another way of traveling

As the largest hitchhiking platform in China, Didi has developed steadily and steadily in the travel industry. It is reported that the past positioning of Dida Company was "hitchhiking taxi", but this positioning did not better show its uniqueness. Completely different from the network car sharing mode with additional capacity, Dida Company has always followed the development mode of "tapping potential and increasing efficiency" without adding additional vehicles on the road, thus providing a "another trip" solution for road traffic.

The brand upgrade is positioned as "another mode of travel", which reflects the correct understanding of the platform attributes and characteristics of Dida Company and users, and also shows the firm commitment of Dida Company to society and users.

In the cultural system, Didi and users have created a large number, which reflects people's general call for a happy and warm new travel culture. Everyone agrees that the "tick-tock ride" on the platform is a "real ride"; The "traditional taxi" digitally empowered by the platform is a "smart taxi"; The 6.5438+0.08 million riders on the platform are the "pioneers" of low-carbon travel; There are 205 million carpooling partners on the platform, all like-minded "fellow travelers";

On the platform, the "sharing mode" of downwind should be "hospitality mode" and "hitchhiking mode"; The endless stream of taxi overhead lights in the city is a reassuring "urban light source"; The significance of gathering on the platform is to turn not blocking the road into an art of traveling.

In terms of brand vision, compared with the original LOGO, Didi's upgraded new LOGO is more calm, atmospheric and determined, which intuitively presents the temperament changes of Didi's accompanying users for 7 years.

In the new visual system, "Tick-tock Orange" has been injected with a hint of "new green", which not only conforms to the core strategy and direction of not blocking the environment and traffic, but also makes more users feel the environmental protection and vitality of another way of travel.

In addition, the new visual system adds the cultural symbol of "new travel mode", which is the exclusive visual recognition of another travel mode, symbolizing the smooth traffic brought by "tapping potential and increasing efficiency" and "not adding congestion". However, the connection between "land" and "big" still exists: it outlines the appearance of urban roads and implies that another mode of travel is closely related to urban ecology.

The story behind brand upgrade: how to create "another" with users.

The special feature of this upgrade is that 3 million users and Didi have jointly created the cultural system of Didi brand. Through the "New Travel Culture Brainstorming Meeting", the knowledge and culture of * * * will be more deeply rooted in people's hearts, which is more meaningful because of continuous practice.

In the first issue of New Travel Culture, Dida launched a discussion with netizens about the title of hitchhiking owner, which attracted 770,000 netizens to participate. Among them, 78.37% netizens voted for "Pioneer". It is generally believed that hitchhiking owners have the spirit of "pioneer" because they lead passengers along the green and low-carbon road and are also pioneers of the trend of "helping others" in society.

It is of positive social significance to re-explore the relationship between hitchhiking and riding. The person in charge of Didi products said that this will not only enable drivers and passengers to have a clearer understanding of their respective rights and obligations, but also promote them to cherish them and strive to create a harmonious and friendly atmosphere among peers.

After 530,000 netizens' hot discussion at the brainstorming meeting, the title of "fellow traveler" was widely expected, because it not only reflected the gap between the two sides' trips, but also showed the "like-minded" of both sides in adhering to green and low-carbon travel. Many netizens have shared the story of smooth sailing, because the two sides have a tacit understanding of mutual concern and tolerance, and have become fellow travelers who convey warmth, mutual assistance and peer strength.

The product "Send you a little red flower" recently launched by Dida Company is a vivid portrayal of the connotation of fellow travelers. In less than a week, the 10 thousand small red flowers sent by passengers were delivered to the owner. In less than a month,100000 small red flowers full of gratitude are in full bloom.

The co-founder of Dida said that he was deeply moved by the concept of "fellow travelers". He said that the word "fellow traveler" has rich expansibility and imagination. Life is like a reverse trip, you and I are both pedestrians. No matter what road, like-minded, will be really happy, really warm, really happy. "

Another senior hitchhiking user said, "Not only passengers and car owners, but also the platform is like-minded fellow travelers, gathered together because of the same ideas and values. I have always yearned for a kind and happy social environment, and the combination of hitchhiking and fellow traveler culture reflects this environment well. "

At the same time, in order to extend the cultural concept of new travel into action, Didi Company and netizen * * * have also refined "Eight ways to treat guests with hitchhiking owners" and "Eight ways to get a ride with hitchhiking passengers". Many civilized and friendly behaviors are being practiced by more and more hitchhiking users.

It is understood that in the past more than half a year, Qi Xin, all employees of Tick Tick Tick, worked together to race against time, optimized contact points from all aspects, and made good preparations for products and technologies to ensure that users, partners, employees and the public could simultaneously perceive a brand-new Tick Tick from the inside out at the first time.

Under the brand upgrade, Didi has changed and remained unchanged for seven years.

Every brand upgrade is an important milestone. In June, 2065438+2008, 1, Didi upgraded its brand for the first time, from "Didi Carpool" to "Didi Company", which opened up a new field of taxis on the basis of hitchhiking business.

In the past four years, Dida Company has explored how to better help the taxi industry to transform, empower taxis and rejuvenate. This is a road full of challenges without a frame of reference.

In 20 18, Didi put forward the strategy of "new taxi trip", and began to promote three major taxi projects-network reduction, intelligent digitalization and online and offline integration, deeply empowering taxis from the perspective of industrial digital transformation, helping taxis to establish a credit system, truly serving users and helping the taxi industry to improve efficiency.

At present, the three strategic cooperation cities of Dida Company have reached 18 cities. In Xi 'an, a demonstration city of Sanhua, it has been in operation for more than two years, and the proportion of digital calling is nearly 95%, which is a brand-new calling experience. The favorable rate of passengers has remained above 98% for many months, the cumulative number of smart codes used has reached 654.38+87 billion times, and the cumulative service evaluation has exceeded 68 million times. This means that every taxi driver in xi 'an has received an average of 3,000 service evaluations, which has become the digital cornerstone for drivers to improve their services.

Under the tide of carbon neutrality, Didi Company released the Landuoduo Plan on 20021National Downwind Day, becoming the first mobile travel platform to help hitchhikers certify their carbon assets. In February, 2002 1,1,the first free-rider carbon emission reduction group standard in China was officially released, and the carbon emission reduction value of private passenger cars ushered in a scientific calculation model, which also made users' carbon reduction behavior recognized, scientifically measured and encouraged.

At the same time, in the past year, Dida Company is also striving to build a more harmonious, green and warm ride ecology. Use culture to lead people, infect people, and use small red flowers to stimulate more human light in travel.

The person in charge of Didi said that after the brand upgrade, Didi will continue to forge ahead with the innovation and efforts of engineers in new modes of travel; But what remains unchanged is the initial intention of walking with sustainable transportation and the times. I believe that with the joint efforts of * * * and the vast number of partners and users, the future will be more predictable.