Tick-tock master received a text message from Xiao Honghua.

The second brand upgrade in the history of Dida Co., Ltd., the change and unchanged of "the other" in seven years, and the new year's day in 2022, Vientiane was updated. 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.

65438+10.4, the answer was revealed. In the past 37 days,

Together with Dida, 3 million users created and upgraded Dida's brand-new positioning language, brand culture and brand vision system through five periods of "New Travel Culture Brainstorming", showing the development course of Didi Platform.

View from a height or a distance

7 years

tail

Brand-new connotation

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 a number of 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 has created with the vast number of users, which reflects people's general call for a pleasant and warm new travel culture.

. Everyone agrees that the "tick-tock riding" on the platform is the "real riding"; 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 jointly create the cultural system of Didi brand. Through the "New Travel Culture Brainstorming Meeting", the culture of building consensus is more deeply rooted in people's hearts, and it is more meaningful because of continuous practice.

In the first issue of "New Travel Culture", Dida launched a title discussion with netizens about hitchhiking owners, which attracted 770,000 netizens to participate. Among them, 78.37% netizens voted for "Pioneer". It is generally believed that hitchhikers have the spirit of "pioneers", because they lead passengers on the road of green and low carbon, and they are also the pioneers 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 platforms are like-minded travelers because they are common.

idea

And values. I have always yearned for a kind and happy social environment, which is well reflected by the combination of hitchhiking and fellow traveler culture. "

At the same time, in order to extend the new concept of travel culture into action, Dida Company and netizens have jointly refined the "Eight Ways of Hospitality for Ride Owners" and "Eight Ways of Ride 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 the new travel mode; But what remains unchanged is the initial intention of walking with sustainable transportation and the times. I believe that with the joint construction of partners and users, the future will be more predictable.

The battle for the network car driver started, and the flower pig was launched free of charge all day. Only 1.5 yuan was charged for each order. What do you think?

Online car calling service

Is the industry driving force dispute over? Actually, it's not. Network car observation news August 14.

Flower bead

From August 20th, it will be implemented in 78 cities including Shenzhen, Chongqing, Suzhou and Harbin.

on the way

Besides being single, single,

Only the fixed information fee of 1.5 yuan is charged for each order, and the driver can take as much as he runs.

Different from the past, the commission-free mode introduced by Flower Piglet this time is all-day commission-free, that is to say, no commission is drawn at any time all day, and only 1.5 yuan information fee is charged for each order.

As can be seen from the poster of Flower Pig, this commission-free policy covers almost all cities that have opened Flower Pig, and the introduction of this commission-free policy has undoubtedly brought another heavy blow to the newly annealed network car industry.

As Didi was removed from the APP, the registration of new users was suspended, and Flower Pig became the key product promoted by Didi. Judging from the introduction of all-day free commission for Flower Pig, Didi has indeed shifted its development focus to Flower Pig.

For a long time, Flower Pig has been spit out by drivers because of its low price, but since July, Flower Pig has been on the line with orders in advance, cards have been smashed, and

rush hour

Activities such as order price increase have attracted a large number of drivers to join again.

Some drivers think that in the past, the orders for pigs were all price lists, and the price was the same as or even higher than that of express trains without commission. If Didi launches activities such as pig energy card and running water card at the same time, the price of flower pig will be the highest among the major car rental platforms at present.

In fact, regarding activities to avoid painting,

Gaode taxi company

It was the first to put forward this plan. In September last year, Gaode taxi jointly launched the "morning peak commission-free" plan in the industry, and then launched several holiday commission-free plans.

Following the removal of Didi APP in July this year, Gaode Commission-free Alliance once again announced the start of the summer Commission-free season, and continued to be Commission-free during the morning peak of summer working days from July to September, and also launched various forms of Commission-free activities. And put it on hold again

Meituan

Also launched a 7-day commission-free activity for novice drivers.

The benefits of commission-free service to drivers are also tangible and visible. The commission-free service only solves the pain point of the driver's questioning about the platform extraction problem, and also increases the driver's income. At the same time, the platform can quickly absorb scarce transportation resources, which is a win-win situation for both the platform and the driver in the short term.

With the shortage of orders in the whole industry in the last month, Flower Pig once again set off a wave of commission-free upsurge, which undoubtedly earned more benefits for online car drivers.

During the investigation, Didi has not changed much in the reward policy, and many drivers have lost. Which platform gives drivers a big reward, the welfare will run on which platform. As soon as the pig commission-free model comes out, many drivers will defect and run pigs. After all, which platform has money and high price is what we care about.

According to the pricing rules provided by Suzhou riders, we can see that the mileage fee and duration fee have basically not changed, but the starting price has increased.

At present, the starting price is 7. 1 yuan, and the starting price of the new pricing rules has risen to 9.3 yuan, while the starting price before the price increase in July was only 6. 1 yuan, a very large increase.

I'm fed up with high fees and some commission-free platforms.

shop signs

However, there are many restrictions, and the pig is infinitely free of commission and the freight is increased. The sincerity is full.

In this case, in order to keep drivers running, the platform must only increase incentives to attract drivers to join, and multiple platforms will continue to confront each other, so that drivers can earn more fees. If only one platform is dominant, drivers will be slaughtered like fish on the chopping block, without any rights, and will only be exploited by the platform every day!

If you are also an employee of the online car industry, welcome to move out and let more online car drivers know the latest information of the online car industry. We will continue to pay attention to the latest developments of various car platforms and bring you the latest intelligence and information!

Not surprisingly, galaxy has grown into a big factory tradition like a network car.

Cut to the chase, the brand Galaxy was first heard by Brother K from the media, when they had just finished filming.

Yinhe L7

Because there is not much to disclose after signing the confidentiality agreement, it just means that Geely will send a high-end brand, which may be related to

Byd company limited

Look up

About the same height.

And ... . .

That L7 is not that big, but the design is quite good.

In fact, Geely did the same, such as the interaction between Faxuan and BYD, "Galaxy, the starry sky that everyone looks up to", and the flag at the press conference.

Only do high-value new energy vehicles.

",the brand is positioned as a high-end new energy brand.

Galaxy has a grand strategy, and the product price is between 200,000 and 400,000. It doesn't matter.

AION

Or, ideally, it can be a competitor of Galaxy. At the press conference

Galaxy also released seven new cars in one breath.

They will all be listed in two years, which releases a very positive signal-

"Don't jump ship these two years.

Geely Yinhe

I'm afraid you will work overtime until you are autistic. "

In short, from

The light of the galaxy

And brother L7, K thinks that the Milky Way.

The high-end brand image is tenable.

Yes The accident in the middle was purely accidental.

But it's a pity that the striker hasn't crossed the line (L7 hasn't announced the price yet), and the demolition began at the back.

Recently, social platforms exposed Galaxy's next electric hybrid vehicle-

Galaxy L6 real car map

This car is built on the CMA platform and is positioned as a compact car. L is the long battery life hybrid in the galaxy, and E is pure electricity.

Those riders who talk about changing shells and changing oil to electricity can stop. They are all oil cars.

engineering level

Galaxy L6 is worth looking forward to.

, will be equipped with a new generation of Raytheon plug-in hybrid system, consisting of a Raytheon 1.5T hybrid engine and P 1+P2 dual motors, and will also be equipped with a 3-speed DHTPro gearbox. That's all I can say.

Yinhe L6

It's really not like that.

Tucki P5

Really? Brother k didn't see the shadow of the milky way light from above. Just released a lonely concept car, the rear of which is even worse than Tucki P5.

I won't say much about subjective views. In short,

I forgot the terrible power of the Milky Way at a glance.

And don't buy a white car with a green net. It smells pungent. If you drive past Hongqiao Railway Station, you will be stopped to question the degree of operating qualification certificate.

However, brother k can take a car online.

Prove that the quality is ok.

Like Tucki P5, opening the car door is not frameless, and the last man show of "mid-to-high-end car" is gone. Understandable Home has locked the competing products of Galaxy L6 into

Chang'an

Extra

, Yida plus two motors are L6!

Just like you, the memory of death began to attack brother K's brain at this moment.

Released by Geely 19 Singapore.

Geometric brand, positioning high-end pure electricity

At that time, the news released by Geely was the first model benchmarking.

Tesla

Model 3

The poster made really has the feeling of impacting the high end!

Then you will know that Geometry A has become a network car running all over Hangzhou, much like the rear of Geometry A..

Maple leaf 60s

Work together to serve migrant workers in Hang Cheng.

I see, high-end is not an adjective,

It's just a noun or pronoun.

. If you really want to say that I ride a high-end pure mesh car, it's not surprising. Everyone is called a handsome boy.

Back to the text, Galaxy may not be as tall as it was at the press conference, but it is still.

A more pragmatic brand

Carrying the burden of Geely's electrification transformation, just like

common people

Id card. Brand.

lucky

Galaxy is still aiming at the new energy market of 1.5-0.3 million.

, Galaxy L6 can be regarded as discontinued.

Haodi L.

After the product upgrade, it was replaced by CMA platform and a new generation of Raytheon hybrid technology, and its competitiveness has also been greatly improved.

In addition, based on the prototype of galactic light,

Yinhe E8

It will also be delivered in the fourth quarter of this year. It is said that there are already patent drawings. Brother k glanced at the face value and it was still online.

In short, the brand positioning is different.

Will not allow the Milky Way to become the next geometry.

. But if you eat the cake of the conference and want to wait for 654.38+0 million Geely, then Galaxy may not be able to do it.

Finally, brother k gives a suggestion.

L6 Galaxy cannot be white!

This article comes from the author of Easy Car Km/h, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.