A Meituan cyclist has conquered demons and monsters all the way. Through financial informatization and continuous innovation of financial products, he has achieved a bit of experience in reducing costs and increasing efficiency.
Whether it is Xiao Huang, who is waiting for the refund of the deposit by millions of people, or the eggshell apartment that has been shattered on the ground, it is all caused by the loss of cost control after the crazy expansion. Therefore, cost control is the foundation of the shared travel industry, and it is also the source of creating corporate competition barriers and realizing profits. The author has been fortunate enough to witness the whole process of (Mobike) Meituan Bicycle from 0 to 1. Finally, through refined operation, especially many innovations in financial products, cost reduction and efficiency increase, and finally achieve operational profitability.
Cost control, the ultimate goal is to achieve profitability and improve return on investment. Through the DuPont formula, we see three paths to country email list improving shareholder value returns: product margins, asset turnover, and financial leverage.
To put it simply, financial leverage is the knowledge of making money with other people's money, while asset turnover is how to use your own internal strength to make money through your own asset management capabilities.
The formula is:
Asset turnover ratio = turnover / assets = total sales (Total Revenue) / total assets (Total Asset)
How can shared travel companies improve asset turnover? It can be seen from the formula that when the total assets remain unchanged, the increase in sales, that is, the riding rate. In terms of image, it is to provide cycling tools (bicycles or motorcycles) with good experience in time when the user needs to ride to reach a transaction. The words "provide" and "good experience" require a lot of operating costs to support. "Provide" mainly refers to the delivery, scheduling and maintenance of the asset supply side (bicycles, motorcycles) (operational costs do not include R&D and procurement on the asset side); "good experience" mainly starts from the perspective of user experience, such as unlocking response time, Hot spot scheduling, silt cleaning, body cleaning, part-time car swing, etc.
The composition of the cost
The cost of shared travel companies is mainly divided into two parts, one is the asset side, and the other is the operation side. The asset side is the R&D and purchase cost of the vehicle. This part will be fully demonstrated when the company makes business decisions, so it is not listed here.
The second part of the variable cost generated by the operation end is the largest pit, such as the part of the iceberg hidden under the sea. From the top executives of the enterprise to the front-line truckers, they must attach great importance to and cooperate in order to achieve better results. A little carelessness will lead to a bottomless pit of blood loss.
2. Operating cost control
Shared travel operation is mainly to meet the core demand of "car riding". On the premise of complying with local regulatory requirements, vehicles in good condition are dispatched to places where users need and can reach them, such as in front of community gates and subway entrances. , to achieve accurate delivery.
Operations are mainly divided into the following categories:
1. Supply-side selection and access system
If there is an operation, someone has to provide the service, and there is a need for a supplier. In practice, the "outsourcing + third-party" service model has been explored, and the more substitutable types of work are gradually completed by outsourcing or a third-party. Through piecework or other measurable methods, more work is more rewarding, which not only motivates employees to fight, but also reduces costs and improves efficiency. At present, the "outsourcing + third-party" model of the front-line operators of bicycles has increased from 15.3% in the initial stage to 100%.
At the same time, suppliers will be admitted beforehand, assessed during the event, and evaluated after the event. Suppliers with strong operational capabilities will be appropriately inclined in terms of price negotiation and assessment, so as to realize the survival of the fittest and a virtuous circle.
2. Intelligent operation
This part is relatively complex, mainly through high-tech means such as machine learning, big data, AI, and the Internet of Things, as well as complex algorithms such as discrete variables, multi-cube specifications, and feature engineering, to achieve intelligent order dispatch, intelligent scheduling, and user portraits to prevent fraud. Behavior.
3. Intervention, scheduling
Intervention: Find the broken cars and suspected broken cars scattered outside, through the operation brother or transport to the transfer point, accumulate a certain amount and then collect it to the maintenance warehouse, or directly transport it to the maintenance warehouse, and then repair or scrap it according to the rules. (The battery swap of a motorcycle is similar to the intervention process).
Scheduling: According to the nature of the work order, the operator will use different vehicles (tricycles, small breads or vans) to the designated location and dispatch the vehicle to the appropriate location.