中国打车软件大战熄火 市场争夺落下帷幕

China’s two biggest internet companies have called a truce after spending billions of renminbi in the past six months to grab market share in the nascent taxi-hailing app market.在中国新的蓬勃发展的微信应用于市场，两大互联网企业为了抢占市场份额，在半年时间里斥资几十个亿人民币，如今双方再一宣告停战。Alibaba and Tencent have treated savvy, smartphone-wielding Chinese to taxi rides, and lavished tips on taxi drivers, to drum up support for their respective taxi apps – Kuadi Dache (Alibaba’s “Swift taxi”) and Didi Dache (Tencent’s “honk honk taxi”).阿里巴巴(Alibaba)和腾讯(Tencent)不仅掏钱请求中国用于智能手机的聪明消费者搭乘出租车，还仁慈补贴出租车司机，目的就是在用户中间推展各自的微信应用软件——“慢的微信”(Kuaidi Dache,部分归属于阿里巴巴所有)和“滴滴微信”(Didi Dache，部分归属于腾讯所有)。

Wang Jian, an expert on ecommerce from Analysys International, a Beijing consultancy, estimates that about Rmb2bn ($325m) was spent between January and June, but says that since then, both taxi apps have scaled back the massive subsidies they are paying. “The two sides have ceased fire,” she said, after battling to a stalemate with each claiming about half of the Chinese market.北京咨询公司易观国际(Analysys International)电子商务专家王健估算，1-6月间双方在这场决斗中总共投放了约20亿元人民币（合3.25亿美元）。不过她回应，自那以来两个微信应用于都增加了大规模补贴。

如今，在打伤各占到一半市场的平局之后，“双方早已停战”。What one analyst likened to “the first battle in the world war of the internet” pitted two companies with deep pockets against each other. Shenzhen-based Tencent is Asia’s biggest listed internet company with a market capitalisation of $157bn, while Alibaba, the ecommerce juggernaut that values itself at $130bn, is set to list in the US this autumn.有位分析师把这场对决称作“世界互联网大战的第一场战役”，对阵的两家企业都享有实力雄厚财力。总部在深圳的腾讯是亚洲仅次于的上市互联网公司，市值1570亿美元。

而电子商务巨头阿里巴巴将于今年秋天在美国上市，该公司对自身的估值为1300亿美元。Both Tencent and Alibaba have been competing on everything from instant messenger apps to restaurant review websites to rolling out virtual credit cards (both thwarted by the central bank) in an effort to dominate the coming era of the mobile internet. Over 500m Chinese say that they use their smartphones, which cost as little as $50, to get online.为了在将要来临的移动互联网时代占有优势地位，从即时通信应用于到餐厅评论网站，再行到公布虚拟世界信用卡（此类措施遭了中国央行的阻扰），腾讯和阿里巴巴在各个领域进行了全面竞争。目前最低廉的智能手机售价在50美元左右，多达5亿中国人回应他们不会用于智能手机网际网路。

But few price wars have been as expensive for business, and as lucrative for consumers, as the taxi app war.不过，以企业付出代价之低、消费者利润之可观而论，没哪次价格战能匹敌这次微信应用于之战。The first shot was officially fired on January 10, the day Didi Dache first cut taxi fares and introduced the subsidy, after raising $100m that month from Tencent and CiticCapital.这次价格战的第一枪是在今年1月10日月打响的，当天滴滴微信首度发售了乘车费用而立减半活动，实行了补贴政策。在此之前，滴滴微信刚在1月初从腾讯和中信资本(Citic Capital)筹措到1亿美元。

The taxi war’s most brutal attrition phase was in Feb and March of this year, when millions of renminbi were filling the pockets of taxi drivers and news websites reported that some drivers were being rewarded Rmb100 to pick up a fare, about five times the going rate for a ride.尤为惨重的消耗战阶段是在今年2-3月期间，数百万元人民币流向了出租车司机的腰包。据多家新闻网站报导，部分出租车司机载有一次客就可取得100元人民币补贴，这差不多是一般车费的5倍。Getting a taxi in Beijing was nearly impossible without a smartphone, while Shanghai went so far as to ban taxi-hailing apps during rush hour at the end of February.当时在北京完全到了没智能手机就打将近车的地步，而上海则在2月底禁令高峰时段用于微信软件。

Wang Yu, who drives a Beijing taxi for the Jin Jian Taxi company, said “During the peak of the competition between Didi and Kuadi, taxi drivers stopped cruising around, looking for fares. We would all find a place to park and turn on the software. It was like this because the rewards were so high for both drivers and riders.”北京金建出租车公司的司机王玉（音译）回应：“在滴滴和慢的竞争最白热化的时候，出租车司机索性不出街上转悠拉活了。我们都会去找个地方停下，把微信软件关上。

经常出现这种情况，是因为司机和乘客都能获得很高的奖励。”Both apps paid riders a subsidy of Rmb10 per taxi ride, which would often be paid to the driver as a tip, on top of the driver subsidy of Rmb5, according to interviews with drivers. Both also had a tipping function that the customer could use to leave a tip of Rmb5 to Rmb20.根据对司机的专访，每趟车程这两个应用于都会给乘客10块钱的补贴，这些钱往往不会转交司机，作为司机所获得5块钱补贴之外的小费。此外，这两个应用于还都获取了小费功能，顾客可以用该功能留给5到20块钱的小费。

For all the money spent, neither side managed convincingly to win. Each started the price war with about half the market, and each finished with about half, although Kuadi is slightly ahead according to Analysys International data.虽然投放了巨资，双方却都没获得压倒性胜利。价格战伊始，双方各占到约一半市场；价格战完结时，双方仍然各占到约一半市场。

不过根据易观国际的数据，慢的微信要稍微领先。By June 30 Didi had a market share of 45.6 per cent and was represented in 178 cities, while Kuadi had 53. 6 per cent and was in 306 cities.截至6月30日，滴滴微信享有45.6%的市场份额，覆盖面积178个城市。而慢的微信享有53.6%的份额，覆盖面积306个城市。

As of the beginning of August, both apps continue to pay taxi drivers token rates as a reward for using the software.到8月初的时候，两个应用于还在向出租车司机缴纳象征性的奖励。Didi pays roughly Rmb6 per three rides, according to a spokesman.一位发言人回应，出租车司机通过滴滴微信每载客三次可获得6元奖励。

Mr Wang, the taxi driver, said that the bonus barely paid for the phone bill from a fare – it usually is necessary to call to find where the customer is standing.上述的王玉师傅说道，这个奖励额度还抵不过电话费——司机往往得打电话才能确认乘客的具体位置。“The amount is really very petty. Maybe the phone bill would be more than the Rmb2 reward for the ride,” he says.他说道：“这个奖励额度太小了。光电话费有可能就比两块钱的抢单奖励低。”“But I still use the software,” he says, adding that it reduces the amount of ‘empty cruising’ looking for fares. “It efficiently connects me with a taxi callers nearby.”“不过我还是不会用这个软件。

”他说道因为它增加了找寻乘客时的“空驶亲率”，“它有效地将我和附近想要微信的乘客联系到一起。”He says the app can bring in an extra Rmb30 to Rmb40 a day in fares. He says that he picks up about six or seven rides each day via the software.他回应，微信应用于一天能给他多带给三、四十元的车费收益，自己每天通过微信软件大约相接六、七位乘客。Both Kuadi and Didi have declared victory – Didi’s Zhou Li said that the data, which shows the app war to be a draw, was a “distortion” and that in reality Didi now has 68 per cent of the market.慢的和滴滴都宣告取得了胜利。

滴滴的周莉回应，虽然数据表明这场微信应用于大战以平局收场，但数据不现实，滴滴现在的市场占有率只不过是68%。For Tencent, the prize is even bigger than just taxi customers – they have been trying to encourage people to use Tenpay, their PayPal-like online payment system, because Alibaba dominates online payments with its Alipay.对腾讯来说，“战利品”某种程度是出租车乘客——他们仍然希望希望人们用于财付通（Tenpay，腾讯类似于贝宝(PayPal)的在线缴纳系统），因为就在线缴纳领域来说，阿里巴巴的支付宝(Alipay)正处于领先地位。Alibaba, meanwhile, has been at a disadvantage due to its lagging position in mobile chat, which is dominated by Tencent’s WeChat and QQ messengers, which many Chinese use as their first point of contact with the mobile internet.而阿里巴巴的一个劣势则是在手机聊天方面领先于腾讯，后者的微信(WeChat)和QQ是许多中国人用于移动互联网展开联系的第一自由选择。

Both are trying to get their customers hooked on online-to-offline payments, reckoned to be one of the most lucrative emerging mobile businesses.双方都在希望让顾客爱好者上“线上到线下”（Online to Offline，即O2O）缴付模式，据信这是最有利可图的新兴移动业务之一。“After six months of promotional activities, we have formed a habit among drivers and consumers” said Ms Zhou, with more than 1bn users and 1m drivers working with the Didi software.周莉说：“在展开了半年的广告宣传活动后，我们早已在司机和消费者中间培育起了一种习惯。

”滴滴微信目前用户多达1亿，司机100万以上。But Ms Wang of Analysys International says that to keep people using the software the companies may have to think of other less expensive ways to drum up interest.但易观国际的王健回应，为了让人们之后用于微信软件，企业有可能必需考虑到其他没有那么烧钱的方式来提升人们兴趣。“The subsidies were purely to obtain users. Now without monetary rewards, they will have to come up with other ways to keep the numbers from eroding” said Ms Wang.王健说道：“这些补贴纯粹是为了谋求用户。

如今没有了现金奖励，他们必需想要出有别的办法来制止用户数上升。”Luxury moves射击高端市场In July, Kuadi Dache announced that it would be buying a fleet of luxury cars – BMW 5 series sedans and Audi A6’s – to complement its cheap and convenient taxi-hailing app, writes Charles Clover.今年7月，慢的微信宣告将出售一批高档车——宝马5系由和奥迪A6轿车，以补足其低廉、便利的叫车应用于。Their target – San Francisco-based taxi app Uber Technologies Inc, which offers a premium service with luxury cars – has just formally launched its service in Beijing in mid-July, after launching in Shanghai, Guangzhou and Shenzhen earlier in the year.要效仿的目标是总部坐落于旧金山的租车应用于优步(Uber)。

优步获取豪华轿车租赁的高级服务，今年早些时候在上海、广州和深圳发售了叫车服务，并于7月中旬月落户北京。Kuadi is creating a luxury-car service named “Yi Hao Zhuan che” in Chinese, which is aimed at Uber’s target high-end clientele.慢的微信正在打造出一项取名为“一号专车”的豪车租赁服务，目标对准了优步所针对的高端客户。Uber is not yet a huge factor in the Chinese online car hailing market, which is sewn up between Kuadi Dache and Didi Dache. Uber fares are multiples of the municipal taxis whose fares are held artificially low by government fiat, and it would be impossible to compete with taxis on price.中国在线微信市场还是掌控在慢的微信和滴滴微信手里，优步尚算不上最重要力量。城市出租车的车费受到政府法令的人为压价，优步的收费是普通出租车的好几倍，因此不有可能与出租车进行价格竞争。

所以优步目前在中国还没像在欧美那样遭反感杯葛，而在西方许多城市，出租车司机工会齐心协力将优步排斥出有市场。That has meant that so far Uber has not seen the same backlash in China that it has in Europe and the US, where taxi-driver unions have made a concerted effort to keep it out of many cities.但豪车服务——在高档车里还获取WiFi和报纸——也许能在中国租车市场的顶层消费者中间流行起来。而对优步来说，即便是一小块中国市场都是它的一大步。中国是全球仅次于的智能手机市场。

But the luxury-car service, which offers WiFi and newspapers in the high-end cars, may yet catch on among the top segment of the market.但优步也有茁壮的苦恼，优步应用于在华运营基于谷歌(Google)地图，而谷歌在中国从6月初就仍然被封锁，造成地图有时无法长时间读取。For Uber, even a small chunk of China is a major step – China is the world’s largest smartphone market, with more than 500m Chinese saying that they use smartphones to access the internet.优步的另一个障碍，是中国各大城市都有的一个特色：交通堵塞。在北京，车子抵达顾客所在位置平均值必须9分钟，远高于世界其他主要城市。

优步期望飞驰E级或奥迪A6的吸引力将填补等车的不悦。

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