china bike sharing report: march 2017
TRANSCRIPT
CHINA BIKE SHARING REPORT MARCH 2017
MATTHEW BRENNAN
CHINACHANNEL.CO
CHINACHANNEL.CO
DAILY ACTIVE USERS (THOUSANDS)DATA SOURCE:
QUESTMOBILE FEB 2017
9 1847
112
303
438
487
812
978
12 13
9 10
69
143
255
306
486
MAY-16 JUN-16 JUL-16 AUG-16 SEP-16 OCT-16 NOV-16 DEC-16 JAN-17
AUGUST: MOBIKE ENTERS BEIJING
SEPT END: MOBIKE ENTERS GUANGZHOU
NOV: MOBIKE ENTERS SHENZHEN & CHENGDU
OCT: OFO STARTS DEPLOYING OUTSIDE UNIVERSITY CAMPUSES
MALEDATA: LIBRA GLOBAL ANDROID MARKET ANALYSIS PLATFORM (2016)
71.92
53.23
28.08
46.77
USERS BY GENDER
FEMALE
CHINACHANNEL.CO
CHINACHANNEL.CO
TENCENT PENGUIN INTELLIGENCE
USER SURVEY RESULTS
WILL BIKE SHARING BECOME YOUR
FUTURE LONG TERM TRAVEL CHOICE?
DATA SOURCE: TENCENT
PENGUIN INTELLIGENCE
SURVEY DEC 2016
28.7%
70%
1.2%
INTEND TO USE BIKE
SHARING OFTEN
CHINACHANNEL.CO
INTEND TO USE BIKE
SHARING OCCASIONALLY
NO INTENTIONS TO USE AGAIN
HOW LONG IS YOUR TYPICAL JOURNEY
WHEN USING A SHARED BIKE?
DATA SOURCE: TENCENT
PENGUIN INTELLIGENCE
SURVEY DEC 2016
30.7%
61.3%
8%
CHINACHANNEL.CO
OVER 5KM
LESS THAN 3KM
3 TO 5KM
BEIJING SHANGHAI GUANGZHOU SHENZHEN
LESS THAN 3KM 63.4% 65.8% 57.6% 63.4%
3-5 KM 28.9% 28.1% 32.4% 31.1%
OVER 5KM 7.8% 6% 10% 11.6%
ANALYSIS
BIKE SHARING IS MOSTLY USED FOR SHORT
DISTANCE JOURNEYS. ‘THE LAST MILE’ IN
ORDER TO REACH YOUR FINAL DESTINATION.
(SEE NEXT SLIDE)
CHINACHANNEL.CO
EVERY APP ON THIS
HOMESCREEN IS A
CHINESE BIKE
SHARING APP.
CHINACHANNEL.CO
TO COVER DISTANCE FROM SUBWAY /
BUS STOP TO FINAL DESTINATION
IN WHICH TYPE OF SITUATIONS WILL YOU
TYPICALLY USE SHARED BIKES? (MULTIPLE CHOICE)
SEE A BIKE WHEN WALKING
AND USE IT TO SAVE TIME
RIDE BIKE FOR FITNESS / EXERCISE
SEE OTHER PEOPLE USE THEM / WANT
TO TRY OUT SOMETHING NEW
TRAVEL AROUND WITH FRIENDS
GET AROUND CAMPUS
OTHER
62.9%
49.8%
20.4%
18.5%
16.4%
6.3%
10.3%
DATA SOURCE: TENCENT
PENGUIN INTELLIGENCE
SURVEY DEC 2016
CHINACHANNEL.CO
WHICH OF THE FOLLOWING REGARDING
BIKE SHARING HAVE YOU TAKEN PART IN?
DATA SOURCE: TENCENT
PENGUIN INTELLIGENCE
SURVEY DEC 2016
6.4%
21.8%
PROACTIVELY RECOMMENDED
SOMEONE TO USE BIKE SHARING
SHARE A TRAVEL ROUTE / DISCOUNT CODE /
FREE TRIAL ON A SOCIAL NETWORK
REPORT A BIKE MALFUNCION
TAKE PART IN A BIKE SHARING
PROMOTION
REPORT BIKE MISUSE /
VIOLATIONS
TAKE PART IN A PROMOTION THROUGH
THE WECHAT OFFICIAL ACCOUNT
NONE OF THE ABOVE
13.2%
11.6%
63.2%
44.0%
39.3%
8.1%
13.9%
18.9%
33.2%
62.1%
26.1%
26.2%
OFO USERS MOBIKE USERS
WORD OF
MOUTH IS
STRONG
CHINACHANNEL.CO
WHEN I WANT TO GET A BIKE THERE
ARE NONE CLOSE BY
WHICH ASPECTS OF THE BIKE SHARING EXPERIENCE
ARE YOU NOT SATISFIED WITH? (MULTIPLE CHOICE)
CONCERN IN HAVING A BIKE AVAILABLE
FOR THE RETURN JOURNEY
BIKES AREN’T THAT COMFORTABLE
TO RIDE
BIKE’S (IN APP) LOCATION
NOT ACCURATE
(IN APP) CREDIT SYSTEM IS USELESS
DON’T LIKE THE CURRENT PRICING /
BILLING METHOD
OTHER
55.2%
41.4%
40.5%
26.1%
21.2%
14.5%
9%
DATA SOURCE: TENCENT
PENGUIN INTELLIGENCE
SURVEY DEC 2016
CHINACHANNEL.CO
ANALYSIS
TOP 2 REASONS GIVEN FOR DISSATISFACTION WITH THE BIKE SHARING
SERVICE (PREVIOUS SLIDE) ARE DIRECTLY RELATED TO THE NUMBER OF
BIKES IN CIRCULATION.
THE PLAYER WHO CAN PUT THE MOST BIKES OUT INTO CIRCULATION THE
FASTEST WILL LIKELY WIN THE WAR. TRADITIONAL METHODS OF USER
ACQUISITION E.G. ONLINE PROMOTION (SEE NEXT SLIDE), DISCOUNT
COUPONS, BILLBOARDS ARE ALL SECONDARY TO THE MOST IMPORTANT
FACTOR WHICH IS HAVING THE BIKE THERE IN FRONT OF YOU AVAILABLE
FOR USE.
CHINACHANNEL.CO
MOBIKE BRANDING
ADVERTISMENT ON
WECHAT MOMENTS
CHINACHANNEL.CO
WHEN I WANT TO GET A BIKE THERE
ARE NONE CLOSE BY
WHICH ASPECTS OF THE BIKE SHARING EXPERIENCE
ARE YOU NOT SATISFIED WITH? (MULTIPLE CHOICE)
CONCERN IN HAVING A BIKE AVAILABLE
FOR THE RETURN JOURNEY
BIKES AREN’T THAT
COMFORTABLE TO RIDE
BIKE’S (IN APP) LOCATION
NOT ACCURATE
(IN APP) CREDIT SYSTEM IS USELESS
DON’T LIKE THE CURRENT PRICING /
BILLING METHOD
OTHER
55.2%
41.4%
40.5%
26.1%
21.2%
14.5%
9%
DATA SOURCE: TENCENT
PENGUIN INTELLIGENCE
SURVEY DEC 2016
CHINACHANNEL.CO
ANALYSIS
PRICE IS A LESS IMPORTANT CONSIDERATION FOR USERS WHEN DECIDING
IF/WHEN TO USE BIKE SHARING.
CURRENTLY PRICES ARE ARTIFICIALLY LOW (OFTEN FREE). IN THE SHORT
TERM (A LEAST 1 YEAR) GAINING NEW USERS AND BUILDING STRONG
USAGE HABITS AMONGST EXISTING USERS IS THE MOST IMPORTANT GOAL.
FIERCE COMPETITION BETWEEN MARKET PLAYERS WILL ALSO PREVENT
PRICE RISES UNTIL A STABLE LONG TERM MONOPOLY / OLIGOPOLY MARKET
EMERGES.
NEW BIKE PRODUCTION CAPABILITIES 2017 ESTIMATED
PRODUCERUNITS
(MILLIONS)
TIANJIN FUJITEC 13
FLYING PIGEON 4.8
TOTAL 17.8
Data Source: Tencent TechCHINACHANNEL.CO
PRODUCERUNITS
(MILLIONS)
TIANJIN AIMA 5
FOXCONN 5.6
SELF PRODUCED 5
TOTAL 15.6
CHINACHANNEL.CO
ESTIMATED FUTURE NUMBER
OF SHARED BIKES ACROSS CHINA
TIER 1 CITIES: 1.8 MILLION
TIER 2 CITIES: 4.39 MILLION
TIER 3 & 4 CITIES: 11.25 MILLION
TOTAL 17.45 MILLION
BEIJING SHANGHAI GUANGZHOU SHENZHEN
POPULATION
(MILLIONS)24.19 21.72 14.04 11.37
OFO BIKES IN CIRCULATION
(THOUSANDS)150 100 80 80
MOBIKES IN CIRCULATION
(THOUSANDS)150 100 100 100
END OF 2016 ESTIMATED TOTAL
SHARED BIKES IN CIRCULATION360 200 200 320
END OF 2017 PREDICTED SHARED
BIKES IN CIRCULATION540 600 350 320
END OF 2016 BIKES PER CAPITA
(BIKES/POPULATION)1.5% 0.9% 1.4% 2.8%
FUTURE MAXIMUM
SHARED BIKES PER CAPITA
(BIKES/POPULATION)2.5% 2.5% 2.5% 2.8%
Data Source: Tencent TechCHINACHANNEL.CO
TIER 1 CITIES
CHINACHANNEL.CO
CITY POPULATION
OFO BIKES IN
CIRCULATION
(THOUSANDS)
MOBIKES IN
CIRCULATION
(THOUSANDS)
END OF 2016
ESTIMATED
BIKES IN
CIRCULATION
(THOUSANDS)
END OF 2017
PREDICTED
BIKES IN
CIRCULATION
(THOUSANDS)
HANGZHOU 9.02 / / / 220
TIANJIN 15.47 50 50 100 380
CHENGDU 14.43 100 100 200 360
WUHAN 10.61 100 50 150 260
SUZHOU 10.58 50 50 100 260
CHANGSHA 7.43 50 50 100 180
YIWU 6.47 50 50 100 160
YANTAI 6.51 50 50 100 160
XIAMEN 3.86 60 50 100 90
ZHENGZHOU 9.50 50 50 2.5% 230
Data Source: *******CHINACHANNEL.CO
TIER 2 CITIES
CITY POPULATION
OFO BIKES IN
CIRCULATION
(THOUSANDS)
MOBIKES IN
CIRCULATION
(THOUSANDS)
END OF 2016
ESTIMATED
BIKES IN
CIRCULATION
(THOUSANDS)
END OF 2017
PREDICTED
BIKES IN
CIRCULATION
(THOUSANDS)
CHONGQING 30.17 2 2 4 750
NANJING 8.00 8 8 16 200
XI’AN 8.69 0.6 0.1 0.7 210
SHENYANG 8.1 / / / 200
DALIAN 6.7 / / / 160
JINAN 6.8 0.6 1.1 1.7 170
QINGDAO 8.7 3 3 6 210
NINGBO 7.6 / / / 190
TOTAL 4,390
Data Source: *******CHINACHANNEL.CO
TIER 2 CITIES CONTINUED
CHINACHANNEL.CO
NEXT STOP...
MATTHEW BRENNAN
CO-FOUNDER OF CHINA CHANNEL
MATTHEW IS A REGULAR KEY NOTE SPEAKER ON THE TOPIC OF WECHAT AND CHINA’S MOBILE
ECOSYSTEM. HE WORKS PRIMARILY WITH INTERNATIONAL BUSINESSES HELPING TO FORM AND
IMPLEMENT THEIR WECHAT PLATFORM STRATEGY THROUGH TRAINING, WORKSHOPS, COACHING.
MATTHEW IS A FLUENT MANDARIN SPEAKER AND HOLDS 13+ YEARS ON THE GROUND
ENTREPRENEURIAL EXPERIENCE IN CHINA. HIS COMPANY ORGANIZES CHINA’S LARGEST WECHAT
MARKETING CONFERENCE SERIES FOR INTERNATIONAL COMPANIES.
EMAIL: [email protected]
LINKEDIN: HTTPS://CN.LINKEDIN.COM/IN/MATTHEW-BRENNAN
COMPLIED BY
CHINA BIKE SHARING REPORT MARCH 2017
MATTHEW BRENNAN
CHINACHANNEL.CO