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Uber faces uphill battle to usurp local champion Didi inChina

优步和滴滴激战中国市场

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导读：中国大城市已成为各种叫车服务提供商争夺市场份额的战场，战火甚至烧向了全球。主要叫车公司也在涉足叫车以外的领域，进军汽车金融和售后服务。

Car-hailing apps are big business, highlighted by recent large-scale, high-profile investments in Didi Chuxing and Uber, the two leading services inChina. The country’s traffic-clogged urban centres have become battlegrounds in a fight for market share between the rivals that is going global.

叫车应用是门大生意，最近中国两家主要叫车服务提供商滴滴出行(Didi Chuxing)和优步(Uber)获得引人瞩目的巨额投资，便突显出这一点。中国交通拥堵严重的大城市，已经成为各叫车服务提供商争夺市场份额的战场，战火还在烧向全球。

As mobile usage inChinahas surged, so the consumer take-up of car-hailing apps has been swift and comprehensive. An FT Confidential Research survey of 1,000 Chinese consumers found usage rates above 60 per cent across city-tiers, age groups and income groups (see chart).

随着中国手机用户数量的大幅飙升，叫车应用也很快在消费者中全面普及。英国《金融时报》旗下研究服务部门“投资参考”(FT Confidential Research)对1000名中国消费者的调查发现，不同城市级别、年龄段和收入水平的消费者中，使用过叫车应用的比例均超过60%。广州科技翻译公司、科技翻译服务。

Users had made an average eight rides using car-hailing apps over the past month, spending an average total of Rmb181 ($27.5). Unsurprisingly, younger, higher-income consumers living in first-tier cities were the most frequent users, but 76.8 per cent of all respondents said they often booked rides using these apps.

过去一个月，用户平均使用叫车应用打车8次，总花费平均为181元人民币（合27.5美元）。意料之中的是，生活在一线城市中更年轻、收入更高的消费者使用叫车应用的频率最高，但在所有受访者当中，表示经常使用这些应用约车的比例也达到76.8%。

Didi Chuxing, backed by internet giants Alibaba, Tencent and, most recently, Apple, is the market leader. According to our survey, 91.3 per cent of car-hailing app users said Didi was one of the three ride-booking services they most frequently used. Uber was second, at 35 per cent, though its popularity was just 22 per cent in third-tier cities, against Didi’s 91.9 per cent (see chart).

获得互联网巨头阿里巴巴(Alibaba)、腾讯(Tencent)投资，最近还获得苹果(Apple)投资的滴滴出行是市场领军者。我们的调查显示，91.3%的叫车应用用户表示，滴滴是他们最常用的3个叫车应用之一。优步的这一比例是35%，排名第二——尽管它在三线城市用户中的这一比例只有22%，而滴滴有91.9%。

Feel the cash burn

感受烧钱

High cash-burn rates are not unusual in the scramble for market share inChinaamong companies offering online-to-offline services. Car-hailing services are no different, with both drivers and consumers receiving generous subsidies. Uber has admitted to losing more than $1bn a year inChinawhile Cheng Wei, Didi’s chief executive, said the company set aside $4bn last year on what he called “market fostering”. Funding levels for leading players indicate that this cash burn will continue: three weeks after Didi Chuxing secured $1bn from Apple last month, Uber announced a $3.5bn infusion fromSaudi Arabia’s sovereign wealth fund.

在争抢中国市场份额时，提供线上到线下(O2O)服务的公司大举烧钱并不罕见。叫车服务也不例外，无论是司机还是消费者都获得了慷慨的补贴。优步承认在中国市场一年亏损逾10亿美元，而滴滴首席执行官程维表示，该公司去年拨出40亿美元用于他所称的“市场培育”。主要叫车公司获得的注资规模表明，这种烧钱将会持续：在滴滴出行上月获得苹果10亿美元投资3周后（此外中国人寿周一刚刚宣布将向滴滴出行投资6亿美元——译者注），优步宣布获得沙特主权财富基金35亿美元的投资。

Didi: trying to stay ahead

滴滴：努力保持领先地位

UberChina’s head of strategy reportedly said this month the company plans to overtake Didi in the country by the end of next year. We are not convinced it will succeed. Didi’s popularity among consumers reflects a market share that was built on co-operation with local taxi fleets, while Uber only offers private car services.

据报道，优步中国(Uber China)的战略主管本月表示，该公司计划到明年年底在中国市场超过滴滴。我们并不确信它会取得成功。滴滴受到消费者的欢迎，反映了它的市场份额，这种市场份额建立在与当地出租车合作的基础之上，而优步只提供私家车服务。广州科技翻译公司、科技翻译服务。

Didi also provides other transport options: users who have had one drink too many can book a driver to chauffeur them home in their own car.

滴滴还提供其他交通选项：饮酒了的用户可以预定代驾将他们送回家。

While Didi does not have Uber’s global reach, it is expanding overseas to tap into the growing trend for international travel by its Chinese users, partnering with regional players in other countries to take on Uber there. It has teamed up with Lyft in theUS, Grab in Southeast Asia and Ola inIndia. This group is working to take on Uber by integrating its members’ technologies for a more seamless user experience, but it will continue to lack the cohesiveness of Uber’s single company platform.

尽管滴滴没有优步那样的全球影响力，但它正在向海外扩张，以利用中国用户赴海外旅行日益强大的趋势。该公司在其他国家与当地公司合作，以便在那里向优步发起挑战。滴滴已经在美国与Lyft、在东南亚与Grab、在印度与Ola建立了合作。滴滴正在努力整合各合作伙伴的技术，为用户提供更流畅的体验来与优步竞争，但它仍然缺少优步作为单一公司平台的那种统一性。

Smaller players inChinaare also fighting to stay in the race. UCAR, which is backed by domestic car rental firm CAR Inc, is prepping an A-share initial public offering while Yongche, which was acquired by technology firm Leshi last October, has received a capital injection from its parent.

中国较小的叫车应用公司也在努力求生。本土汽车租赁公司神州租车(CAR Inc)投资的神州专车(UCAR)正准备在A股市场上市，同时去年10月被科技公司乐视(Leshi)收购的易到用车(Yidao Yongche)获得了母公司的注资。

Money can’t buy you love

金钱买不到真爱

Brand loyalty is an issue, according to our survey, with an average 1.66 car-hailing apps on user smartphones. For all its popularity, nearly half of Didi Chuxing users said they also often use other ride-hailing apps.

我们的调查发现，品牌忠诚度是一个问题——用户的智能手机上平均有1.66个叫车应用。尽管滴滴出行受到用户欢迎，但它的近一半用户表示，他们也经常使用其他叫车应用。

Companies are spending heavily to subsidise services: we estimate a 10-mile ride around Shanghai using Uber’s People’s Uber service would cost just Rmb24.9, while Didi’s Didi Kuaiche would charge Rmb32.7. An equivalent standard taxi journey would cost Rmb36.8 (see chart).

各叫车公司正在斥巨资对叫车服务提供补贴：我们估计，在上海使用优步旗下的人民优步(People’s Uber)，10英里的里程只需花费24.9元人民币，而使用滴滴快车需要32.7元人民币。相同里程的出租车价格将是36.8元人民币（见图表）。

Drivers are open to using different platforms simultaneously, according to interviews with 23 drivers in Beijing, Shenzhen, Nanjing, Chengdu, Wuhan and Taiyuan.

根据对北京、深圳、南京、成都、武汉和太原的23名司机的采访，司机们往往同时使用不同的平台。

Subsidy levels change frequently, but on a recent morning during the Beijing rush hour Uber drivers received up to 1.8 times the fare from the company, with subsidies capped at Rmb50 for each booking, plus an extra Rmb100 once 22 bookings had been completed. Drivers working for Didi Kuaiche received up to 1.4 times the cab fare, with an Rmb40 subsidy cap and an Rmb80 bonus after 20 bookings.

补贴水平时常变动，但是最近一天在北京的早高峰时段，优步司机从该公司获得了最高达1.8倍的车费，每单补贴至多50元人民币，此外每完成22个订单可以额外获得100元奖励。滴滴快车的司机获得了最高达1.4倍的车费，每单补贴至多40元，完成20个订单后可以获得80元的奖励。

Some drivers indicated a preference for Didi over Uber because it settles its accounts with drivers on a daily basis, while Uber only does so weekly, but most drivers switch between services depending on the subsidy offered. Smaller services, such as UCAR and Yongche, tend to offer higher per-trip fares, but these apps do not generate enough traffic to guarantee an income for drivers.

一些司机表示，相对于优步，他们更喜欢滴滴，是因为后者按天结算账单，而优步按周结算，但是多数司机在不同公司间换来换去，哪家给的补贴高就选哪家。神州专车和易到用车等较小的叫车服务，给司机的每单车费往往更高，但是这些应用提供的订单量不足以保证司机的收入。

Smaller players may find temporary success in subsidising rides — Yongche will match every Rmb100 spent by users on the app — but promotions end and consumers move on. A recent Uber promotion in Nanjing offered rides throughout the city for a flat Rmb9.9, but drivers there told FTCR that they, and their customers, drifted back to Didi once it was over.

较小的叫车公司或许会在车费补贴战中取得短暂的胜利——易到用车推出了“充一百送一百”的活动——但是活动结束后，消费者就会改用别的应用。最近优步在南京推广时，推出了全城拼车9.9元的活动，但是优步司机告诉“投资参考”称，在活动结束后，他们及其顾客又用回了滴滴。

Beyond car-hailing

进军叫车以外的领域

Major players are venturing beyond car-hailing, moving into auto financing and aftersales. Didi has launched an auto financing business to sell cars to Didi drivers in co-operation with China Merchants Bank. It also allows users to test-drive new cars from Mercedes, Audi and others and has started directly selling cars, including those made by Beijing Hyundai, via its app. Uber and Yongche have also co-operated with local financial institutions to offer financing.

主要叫车公司正涉足叫车以外的领域，进军汽车金融和售后服务。滴滴推出了汽车金融业务，与招商银行(China Merchants Bank)合作向滴滴司机销售汽车。滴滴还为用户提供试驾奔驰(Mercedes)、奥迪(Audi)等品牌新车的机会，并开始通过其应用直接出售汽车，其中包括北京现代(Beijing Hyundai)生产的汽车。优步和易到用车也与本地的金融机构合作提供金融服务。

Expect car-hailing platforms to move into areas including vehicle maintenance and repair, insurance, advertising and online travel, tapping into substantial user data to do so.

预计叫车平台将进入包括汽车保养和修理、保险、广告以及在线旅游等领域，利用大量用户数据实现对这些领域的扩张。

Policy overhang is expected to clear

政策威胁有望解除

Policy remains a big uncertainty. Companies are operating in an area that is legally grey at best, andChina’s central government is only now finalising regulations. We expect these ultimately to take a more pragmatic approach rather than draft rules that seek to apply similar regulatory standards to those imposed on heavily regulated, state-run taxi firms.

政策仍然是一个很大的不确定因素。目前叫车应用公司开展业务的领域，充其量只能算法律灰色地带——中国中央政府如今才刚刚开始完善法规。我们预计政府最终将采取更务实的方式进行监管，而不是通过起草法规、试图对叫车应用公司施加像对受到高度监管的国有出租车公司那样的监管标准。

Taking central government rhetoric at face value, there is much for the bureaucracy to like about these services. They are innovative, internet-driven and provide a much-needed solution to the traffic congestion strangling major urban centres. Between 2005 and 2014, the number of private passenger cars soared 691 per cent, while the number of taxis rose just 15 per cent, leaving many cities comparatively underserved (see chart).

如果中央政府的话代表其真实想法的话，政府有很多理由喜欢这类服务。它们是创新性、互联网驱动的服务，为深深困扰大城市的交通拥堵问题提供了亟需的解决方案。2005-2014年间，私家车数量攀升了691%，而出租车的数量仅增长了15%，使得很多城市的打车服务相对供不应求（见图表）。

In Beijing, there are roughly 95,000 private car drivers now working for car-hailing apps against 67,500 taxis.

在北京，如今约有9.5万名私家车主为叫车应用工作，而出租车仅有6.75万辆。

However, as in other countries, taxi firms have not welcomed the new services. Chinese taxi drivers have launched hundreds of protests across the country, while local government treatment of the services has been unequal — Uber’s offices in Guangzhou were raided, while Didi was given a licence by the Shanghai municipal government.

然而，正如其他国家一样，中国的出租车公司并不欢迎这些新服务。中国的出租车司机在全国各地举行了数百次抗议，同时地方政府对这些服务的态度也不尽相同——优步位于广州的办公场所遭遇突击检查，而滴滴却得到了上海市政府颁发的许可证。

The Shanghai government’s response at least demonstrates an effort to balance the various interest groups and accommodate car-hailing services, and eventually we expect this approach to win out at the national level.

上海政府的回应至少表明了政府在平衡不同利益群体和接纳叫车服务方面的努力，我们预计这种监管方式最终将在全国范围内获得成功。

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