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China Bike Sharing Report: March 2017

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The Latest Stats & Data On The China Bike Sharing Battle. Who's Winning The War? Ofo, Mobike Comparison.

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China Bike Sharing Report: March 2017

  1. 1. CHINA BIKE SHARING REPORT MARCH 2017 MATTHEW BRENNAN CHINACHANNEL.CO
  2. 2. CHINACHANNEL.CO DAILY ACTIVE USERS (THOUSANDS) DATA SOURCE: QUESTMOBILE FEB 2017 9 18 47 112 303 438 487 812 978 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
  3. 3. MALE DATA: LIBRA GLOBAL ANDROID MARKET ANALYSIS PLATFORM (2016) 71.92 53.23 28.08 46.77 USERS BY GENDER FEMALE CHINACHANNEL.CO
  4. 4. CHINACHANNEL.CO TENCENT PENGUIN INTELLIGENCE USER SURVEY RESULTS
  5. 5. 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
  6. 6. 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)
  7. 7. CHINACHANNEL.CO EVERY APP ON THIS HOMESCREEN IS A CHINESE BIKE SHARING APP.
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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.
  12. 12. CHINACHANNEL.CO MOBIKE BRANDING ADVERTISMENT ON WECHAT MOMENTS
  13. 13. 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
  14. 14. 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.
  15. 15. NEW BIKE PRODUCTION CAPABILITIES 2017 ESTIMATED PRODUCER UNITS (MILLIONS) TIANJIN FUJITEC 13 FLYING PIGEON 4.8 TOTAL 17.8 Data Source: Tencent TechCHINACHANNEL.CO PRODUCER UNITS (MILLIONS) TIANJIN AIMA 5 FOXCONN 5.6 SELF PRODUCED 5 TOTAL 15.6
  16. 16. 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
  17. 17. 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 CIRCULATION 360 200 200 320 END OF 2017 PREDICTED SHARED BIKES IN CIRCULATION 540 600 350 320 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
  18. 18. CHINACHANNEL.CO
  19. 19. 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
  20. 20. 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
  21. 21. CHINACHANNEL.CO NEXT STOP...
  22. 22. 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: MATTBRENNAN@CHINACHANNEL.CO LINKEDIN: HTTPS://CN.LINKEDIN.COM/IN/MATTHEW-BRENNAN COMPLIED BY
  23. 23. CHINA BIKE SHARING REPORT MARCH 2017 MATTHEW BRENNAN CHINACHANNEL.CO

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