From the downline to the restart, the drip rectifies the 450 days of the ride

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Editor’s note: This article comes from “Finance”, Wen | “Financial” reporter Huang Yujing, editor | Lu Wei, 36 氪 authorized to release.After a lapse of 450 days, the drip windmill officially returned.On November 20, 2019, Drips and Windmills officially went on trial operation in Harbin, Taiyuan and Changzhou. According to the “Running Plan for Operation of Windmills” (hereinafter referred to as “Trial Operation Plan”), Shenyang and Nantong will be in 11On trial operation on the 29th, Beijing and Shijiazhuang will start trial operation in December.Drip is extremely cautious in handling the restart of the business.On November 6, 2019, when Didi announced that it would start a downwind trial operation in the above cities, many people’s first reaction was “suddenly”.In fact, the timetable for the trial operation, before the official announcement, is also confidential inside Didi, only some executives and core business personnel know.According to people familiar with the matter, since the downline business on August 27, 2018, Didi has been working hard to make safety rectifications.“The relevant departments can agree to the trial operation. This is a good development. Didi must seize this opportunity to avoid any possible negative effects.” But the outside world is more concerned that the drip can really be safer.?What has been done in the past 450 days for the safety of the ride?According to the Trial Operation Plan, the restarted Drips and Windmills further optimized a number of security measures including 110 alarms, face recognition, emergency contacts, trip sharing, and itinerary recording, while permanently offline.Avatar, gender, long-term evaluation and other sensitive information related to user privacy.In fact, over the past year or so, the “ALL IN security” inside Didi is like a long-lasting battle. The travel giant who is required to “eliminate major security risks” has launched a new head of windmill to focus on safety work.The growth team of dozens of people turned to safety and constantly struggled between user experience and security… “After the re-launch, it is the time when the security ‘battle’ officially started. Before that, we are all in reserve’Weapons ‘and ‘ammunition’.” Zhang Rui, head of the business department of Drip Downwind, said in an exclusive interview with Caijing.Reboot: Controversy and Challenges On November 6, 2019, after 435 days of offline, Didi announced the list of the first trial cities in the market.On the eve of the launch, the number of first trial operation cities was reduced to five. The trial operation of Beijing and Shijiazhuang will be postponed to December 2019 due to technical adjustment.For Didi, this is an important moment to wait.In the more than one year after the drop-off business was off the assembly line, the work of some technicians and auxiliary staff was almost stagnant, and the “together” meeting of the shuttle department had been reduced from once in the first quarter to about half a year..”The last time everyone started ‘getting together’ seems to be in May and June. It seems that I can’t really remember.” Liu Han, a staff member of the shuttle company, told reporters after trying hard to recall.The internal sharing sessions of various departments and groups will be held regularly, and the frequency is different. The internals are collectively referred to as “together”.A team leader in the shuttle department responded with a smile. “The meeting is a headache. The students will always ask, when will the ride be on the line, how do you answer?” Now, the drip is finally back on the line, in the dropZhang Rui, the person in charge, seems to be the time when the security “battle” really started.However, what Zhang Ruiqi did not expect was that before the “battle” started, there was another “accident.”In the “Trial Operation Plan” announced on November 6, 2019, Didi will “further improve the user’s access threshold”, “strict risk prevention, return to the nature of the windmill”, “double means to verify the true identity” and “complete the rules and safeguards department”The return was announced based on the six major aspects of the “continuing upgrade of the full safety function” and the “female exclusive protection plan”.Among them, the regulation of women’s travel time has caused public opinion controversy, and the criticism of “suspected gender discrimination” has swept away.The inside of Drip is very important to the above criticism and is very nervous.One detail is that on the evening of November 6, 2019, Liu Qing, the president of Didi, who is still on a business trip overseas, apologized for the restrictions on the travel time of female users in the “Trial Operation Plan” on Weibo: “Everyone’s criticism is fully collected.As a senior female white-collar worker, I feel that the current product of the shuttle is not very useful for female students.”And said: “But on the issue of security, it is really a bit of a trial run.I ask everyone to give us more time, so that we can better protect the safety and experience of everyone’s travel…” “We are caught in the inertia of product design, unilaterally believe that this is a security choice, in communicationThere is indeed a lack of consideration in terms of public perception.Zhang Rui told the Caijing reporter that on the evening of November 7, 2019, Didi announced the revised “Trial Operation Plan”. The program explained the data of the night crime rate of vehicles, taxis and other vehicles.The original intention of the rule setting is to reduce the risk of women’s night travel, and at the same time humbly accept public criticism, in order to provide equal service to users, and adjust the service time of all users to 5:00-20:00.The “Trial Operation Plan” has slightly eased the skepticism, but the controversy has not stopped. In fact, in the past year or so, many products and rules for the ride are presented to the public before they are released.After discussion, after listening to the opinions of all parties, the products or rules will be adjusted. According to the “Trial Operation Plan”, Didi has “upgraded” a number of security functions for the ride. Its “Security Center” provides 110 alarms and itinerary sharing., emergency contacts, real-time location protection, travel recording protection, privacy number protection, etc., among them, permanent offline personalization avatar and other user privacy information, before the carIt is particularly concerned about the need for face recognition and the need for “three-in-one verification” and “background review” by the owner of the ride. “Removing major safety hazards” is one of the main directions for the relevant departments to request the rectification of the drip.Two criminal cases that occurred in succession in 2018 directly led to the dripping of the wind and the wind. Ren Xiaowei, a staff member of the drip train safety team, admitted that he had asked himself: “If I understood the safety at that time, if I couldWork hard, will everything be different?”No. If the drop is down on August 27, 2018, on September 5, 2018, the joint inspection of the Ministry of Transport, the Central Network Office, the Ministry of Public Security and other ten departments and Beijing and Tianjin.The group entered the Drip and conducted a joint inspection. On November 28, 2018, the official issued a notice stating that there are 33 problems in 7 aspects of the Drip, among which the rider was accused of “a major safety hazard.” After more than a yearRectification, Didi announced that “re-starting with awe.” According to the “Finance” reporter, before the announcement of the aforementioned windmill trial operation plan, Didi had reported to the regulatory authorities at all levels. In addition, Didi internally comprehensive evaluationThe location and scale of different cities finally determined the list of cities announced in the “Trial Operation Plan.” After more than a year, Didi restarted and the market has changed a lot – the windmill business in 2019To achieve profitability, the entire market has also welcomed more influents including platforms such as Harbin and Cao Cao. The Caijing reporter learned that the company has achieved profitability in April 2019.As of September 2019, the number of users of Shunfeng has reached 130 million, the total number of owners reached 15 million, and it has been put into operation in more than 350 cities. Didi announced that it will not charge information service fees during the trial operation, which means drippingFor a long period of time, it may continue to operate as a “losing” business like a long-term free taxi service, in order to avoid being continually labeled as “eager to make a profit.” Just a whirlpool of public opinionIn the storm of supervision, this journey of return means a huge challenge for every employee. Institutional cost and responsibility boundary In the middle of 2019, the core members of the Diving Team have once conductedWalking through the desert’s group building activities. When the bonfire nightly, the members cried and cried. As one of the group leaders, Li Wei, for the first time, clearly perceives that the colleagues around him have experienced so many difficulties together.At the moment, Ren Xiaowei’s only KPI (Key Performance Indicator) is “safe”, which is further refined into criminal cases.Rate and incidence of public security cases.However, in the more than one year after the downline, the design of security products and strategies can not get the measured data of online users, and the assessment can only be achieved through internal review and historical data simulation test.”This 450 days, the main thing we do is safety.” Zhang Rui said.Inside the product, the company’s product safety work in this year is divided into four stages: missing gaps, self-cognitive iterations, absorbing external feedback, extensively collecting user opinions and suggestions, and continuously optimizing adjustment plans.Looking at the “Trial Operation Plan”, the safety measures of the drip and the windmill are basically in line with the safety system of the network car, and there are some differences in the implementation of the specific scene.Among them, the two major measures of “recording protection” and “single information verification card” have attracted the most attention.This is also the two major updates that make security products and strategy managers inside the drop-offs the most entangled.In the “100-day Security Action Report” of the trip, the aforementioned measures also appeared, pointing to the protection in the line and pre-departure prevention.The industry believes that the current security measures of the two companies, Didi and Qi, have already achieved relative frontier positions at home and abroad.According to the definition of “Guiding Opinions of the General Office of the State Council on Deepening Reform and Promoting the Healthy Development of the Taxi Industry (Guo Ban Fa [2016] No. 58)” (hereinafter referred to as “Guiding Opinions”), the network car and the shuttle are pointing to different types of travel.Scenes.The former is an operational behavior, while the latter is presented in the form of private car sharing that shares costs and helps each other.This means that the legal responsibilities of platforms, drivers and passengers are different in different modes, and the platform has different control over users.At a user talk, a driver questioned the draft of the “recording protection” rule at the time: “We are private car owners. Since it is a private car ride, why is it mandatory to record in our car space?”So it has been modified several times.Internally, Didi believes that this is partly to sacrifice the user experience for security. It may not only mean the loss of tens of thousands of orders every day, but more importantly, the risk of being legally questioned.“Every minute of work is doing a similar struggle. A small rule change may mean a million-level investment, or it may mean that a large number of users are lost due to experience problems,” Ren Xiaowei said.The passenger information verification card is similar.After several repetitions, I finally went online.Today, Ren Xiaowei is nervously waiting for the latest feedback from users after the trial operation.Not only in the past year, but for the entire travel industry, they have experienced a security battle.According to the “100-day Security Action Report”, the owner of the “Second Face Recognition” and “Passenger Check Card” functions, passenger real-name certification and the credit-keeping credit system were launched, and the vehicle owner safety test and passenger safety class were also carried out.To enhance the safety awareness of users.It is worth noting that head platform companies such as Didi, Dian and so on are also actively promoting the establishment of standards for the group.After the two criminal cases occurred in 2018, the boundary of responsibility of the platform caused intense discussions and continued to this day.Many experts believe that the platform as the operator is responsible for the safety of users, but the responsibility should have boundaries. Especially in criminal cases, few companies or platforms bear such great pressure of public opinion, such as Didi.Even beyond the scope of responsibility defined by law.Xue Jun, deputy dean of Peking University Law School, pointed out that the shuttle platform is mainly engaged in information matching business, which means that the scope of its security obligations for passengers and drivers is mainly at the level of information integration, and cannot be compared with traditional offline security.Obligations require the same amount of consideration.The E-Commerce Law, which has received much attention, was also implemented in early 2019. Among them, 38 articles stipulate the eligibility obligations of e-commerce platform operators for consumers. “E-commerce platform operators are not qualified for the qualifications of operators in the platform.To the review obligation, or to consumers who fail to fulfill their security obligations and cause consumer damage, they shall bear corresponding responsibilities according to law.” For the setting of universal platform responsibility, legal experts have been responsible for the responsibility of the platform.The seminar pointed out that if a particular single value is emphasized, such as 100% protection against security incidents in extreme cases, the cost will increase rapidly.The expert said, “The downline should be a typical system cost is too high.According to industry insiders, in the past year, the safety rectification measures of major travel companies including Didi and Dian are indeed beneficial to the whole industry. These measures further ensure the safety of users.Efforts are worthy of recognition.In the next step, social co-construction is also very important.Cheng Shidong, director of the Urban Transportation Center of the National Development and Reform Commission’s Comprehensive Transportation Research Institute, told the Caijing reporter that “social co-construction” includes the improvement of the safety awareness of passengers and drivers themselves, and the public’s clear understanding of the marketability of the shuttle industry.The establishment of industry standards and norms, etc. Can the Drip and Windmill return to the center of the stage? In the aforementioned safety inspections involving the whole industry, the nature of the ride is once again emphasized. “True Wind” is the combination of the windmill business.After the two security incidents in 2018, every post-entry and incoming enterprises in the industry will first emphasize that the entry into the platform must be a smooth ride.How to ensure that it is a real ride? According to the “Guidance Opinion”, the private passenger car ride, that is, the ride, is the travel information provided by the ride service provider in advance, and the person with the same travel route chooses to ride the ride provider.Bus, sharing part of the travel cost or free travel mutual sharing mode. Then, distinguish between non-profit rides and cars,What is the logo of the express train? Liu Xiaochun, executive director of the Internet Law Research Center of the Chinese Academy of Social Sciences, believes that the most direct and important thing is the price. “When the price of the ride is lower than the profitable range, the operator naturally does notWill come in.Because the operator needs to continue to use this as a business and profit from it.Li Jinlong, vice president of the trip, also pointed out that there are two main points to ensure that the ride is true, “true road” and “low pricing.” Singular restrictions, pricing mechanism, platform service fee ratio, these are the specific means to ensure a smooth wind.The core is low pricing. “Only if the pricing is controlled within a certain scope, it is possible to completely block the profit-prone car owners.The current price of the trip is 30%-80% of the local express train, which can basically avoid the profit-oriented owners.”After the announcement of the return of the drip and the windmill, the six departments once again stressed that the ride should be “true wind” in the “remind” interviews with the eight network car and the shuttle platform company.In addition, the meeting pointed out that it is strictly forbidden to engage in illegal operations in the name of a windmill, to have a certain limit on the number of daily rides per vehicle, and to meet the traffic habits of the city in which it is located.”Return to the essence of the windmill.” Zhang Rui said that the pricing of Didi will be based on the travel cost of the owner, and the price is much lower than that of the network. In terms of the singular, the platform will be standardized according to the locality.According to the different regulations of the rules, the restrictions of 2 to 4 are made. Since 2018, the regulatory authorities have repeatedly stressed that the windmill should return to the wind and it is strictly forbidden to operate illegally in the name of the wind. This means that the ride is also facing compliance tests.There are different restrictions on household registration, wheelbase, displacement, etc., and there are relatively few disputes about compliance standards. Even if there is a similar price, it should only be based on the fuel cost.The “romantic faction” in the calculation of 2 cents – 3 cents should still consider the issue of the actual car ownership and the “realism” of travel costs, but overall it is still within the scope of discussion.It is the issue of landing execution and enterprise selection. The drop-down ride was the largest windmill platform before being “offline.” Analysys data shows that as early as the beginning of 2016, the drop-winding market accounted for nearly 70% of the market.% of the share. Drips and winds have withdrawn from the “stage” for more than a year, and the old and new platforms such as 嘀嗒, 哈啰, Gaode, Cao Cao want to share a piece of cake. Sun Naiyue, an analyst at Yiguan Auto Travel, said thatDuring the period when the drop-off windline was down, new and old players did not have any innovative content in the products and services. Harbin and Cao Cao entered the game for a short time. From the perspective of business volume and windmill management experience,There are many differences between the drop and the sputum. Another industry veteran believes that after the two security incidents in 2018, the entire industry is facing major adjustments, and the safety rectification and upgrading has become the theme.Order out of chaos, which also brought the remodeling industry standards and user experience.In addition, the market in the market has the effect of scale. On the basis of legal compliance, the future market will be more likely to usher in a market pattern of coexistence and prosperity, rather than a single big one.”In our interior, the focus of the past few years has long been out of competition. When Uber competed with Didi, the competition in the special car field was fierce. At that time, we decided not to follow up with our peers to make large-scale subsidies.However, according to the needs of the users of the car, we will continue to polish the standardized service process and the solutions under the sub-scenarios. Only then will we have the brand tonality and user reputation of the Orange Car today. The industry will eventually return to rationality to see who can provideThe safest and most cost-effective service under the same price conditions, Didi hopes to become a long-term healthy development enterprise.” On July 18, 2019, on the opening day of Didi Shunfeng Media, some media asked how to treat it.When Didi faced market competition, the founder Cheng Wei said.(Except for Zhang Rui, the text of the staff in the text are pseudonyms) The cover image is from pexels.