November 27, older versions of the Uber App will be full cessation of service in China. Didi launched in early October 26 a new version of Uber Chinese App, take full control of information with Uber driver, on the 27th was the final takeover date. This also means that, officially entered the Chinese market less than three years, and had to exit the Uber.
Over the years, the development of China in Uber bumpy constantly been at a relative disadvantage. But in such a highly competitive and a disorderly market, Uber has introduced a “ride” “ride” and other new services, creative marketing played cards (such as “one-button call ice cream”, “CEO drivers”, etc.), rejection over other local competitors, according to market a second prison. This is an American technology company in China’s largest fortune.
Recalling Uber enter China for three years, we may learn what?
Shanghai trial operation
As the originator of network software called the car, Uber first launched its services in 2010 in the San Francisco area. August 2013, Uber started trial operation in China, Shanghai coordinates.
Business information, company law is subject Uber Shanghai Yu Jia (Shanghai) Network Technology Service Co., Ltd., was established in September 5, 2013, the registered capital of 63 million yuan, the operating range of the network and provides software-related technical and advisory services, business information consulting, marketing planning.
Formal entry into China
In March 12, 2014, Uber official press conference held in Shanghai, announced the official to enter the China market, determined Chinese name “Uber” and to cooperate with Alipay. In July 14 after two and a half of trial operation, Uber officially entered the Beijing market, Beijing is the Uber Article 100 cities around the world.
For the people Uber
August 4, 2014, Uber in Beijing officially launched the “People’s Uber” service “people’s Uber” selected LOGO full of red pop imagery. In the following days, the cost is cheap, driving low barriers to entry “people’s Uber” almost became Uber all in China.
Pricing starts at only local taxi prices starting at 70%, meets activities even 50% discount. One year of driving experience driving as long as there is not an old private car, through Uber few hours of training can start making money, each running a single, there are 1.5 to 3 times in order price subsidies.
From the end of April 2015, more than one place in Beijing, Shanghai, Guangzhou, Chengdu and other networks began to investigate about cars. The official move to upgrade again, favorably step Guangzhou and Chengdu offices were seizure and confiscation of the phone, to Shanghai “fishing law enforcement” catch car driving to Beijing traffic enforcement Corps crack driving the window ……
Interestingly, after the May 7 second being investigated, also taking advantage of the Uber Guangzhou (: on the eve of “The Avengers 2 Alltronic era” in China released) made quite a pun meaning of “Summon Vengeance Alliance “marketing campaign to let people free rides Uber, Guangzhou team also took the opportunity to launch their job posting.
Meanwhile, the lawyer in Silicon Valley for nearly a decade of work Liu Zhen added Uber, Uber China became head of strategy. Uber has begun to repair relations with the Chinese government. In July, the day of the Chinese Communist Party, the Communist Party of China Uber celebrate 94 anniversary. September 23, in honor of Chinese President’s visit, Uber returned to the Seattle area in the user push posters “Welcome President Xi Jinping and his party visited the” map display and all vehicles have planted a Chinese flag.
It is worth mentioning that, Liu Zhen Liu Chuanzhi, founder of Lenovo Holdings or niece, cousin Liu Qing, president of travel drops.
Chengdu, Uber first global traffic
October 20, 2015, in more than one hundred days in Chengdu, Uber announced the completion of Chengdu people called the car needs nearly 3.6 million, equivalent to a daily average of about 3.6 million passengers use the Uber cab out. This makes Chengdu more than New York, Uber order to become the highest city.
Envelopes are microbicides
As early as March 2015, Uber would have been to kill micro envelope. Uber-owned include “Uber China”, “Uber recruitment” and Uber Beijing, Shanghai, Guangzhou and other nine cities micro-channel public number all blocked, users share articles shared only as long as with Uber field will be right down to visible .
Tencent originally called shield because Uber Uber is a violation of policy micro-letter, later known as because of technical reasons, as “system instability.” In fact, around this “unstable” situation continued for three months. To December 4, micro-channel marketing name again to participate, blocked all accounts of Uber.
Loss of over one billion US dollars
February 19, 2016, Uber founder and CEO Travis Kara Nick (Travis Kalanick) in Vancouver to attend a private event admitted: “We are making money in the United States, but in China, we have lost more than a year $ 1 billion. “this is a large part of the $ 1 billion in subsidies battle with drops burned.
That time, the drops have been completed in 300 urban layout, with nearly 5,000 employees ── than Uber total global staff, and to Uber independent entity is operated by a small risk, when operating in the whole of China’s 21 cities only 300 people.
Merged with drops
In the first half of this year drops of financing documents show. 2015 is still a loss of more than 2 billion US dollars. Didi and Uber protracted war of subsidies is not sustainable, contrary to the objective of commercial law. Because of the war without end, “bleeding” without end. In order to end the war as soon as possible, one of them must bow.
August 1, called the car the two giants in the field of travel and Uber China drops merger was announced. Didi travel will acquire Uber Chinese brand, business, information, and all other operating assets in China. After agreement is reached, drops and Uber global travel will be holding each other, become each other’s minority shareholder equity, the valuation of the new company will reach $ 35 billion. Meanwhile, travel drops founder and chairman Cheng Wei will join Uber Global Board. Uber founder TK will also join the board of directors of travel drops.
The game is over, Uber exit.