China Bike Sharing Report: March 2017

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  • 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 ARENT THAT COMFORTABLE

    TO RIDE

    BIKES (IN APP) LOCATION

    NOT ACCURATE

    (IN APP) CREDIT SYSTEM IS USELESS

    DONT 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 ARENT THAT

    COMFORTABLE TO RIDE

    BIKES (IN APP) LOCATION

    NOT ACCURATE

    (IN APP) CREDIT SYSTEM IS USELESS

    DONT 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

    XIAN 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 CHINAS 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 CHINAS LARGEST WECHAT

    MARKETING CONFERENCE SERIES FOR INTERNATIONAL COMPANIES.

    EMAIL: MATTBRENNAN@CHINACHANNEL.CO

    LINKEDIN: HTTPS://CN.LINKEDIN.COM/IN/MATTHEW-BRENNAN

    COMPLIED BY

  • CHINA BIKE SHARING REPORT MARCH 2017

    MATTHEW BRENNAN

    CHINACHANNEL.CO

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