Winning the new financial era

Chapter 358 Advertising or Live Streaming
"Eagle, what do you think?"

On the outdoor field of a certain golf club, Zhu Xiaohu, who was dressed in white sportswear, asked Zhang Ying, who was dressed similarly to him.

Zhang Ying was aiming at the hole, turned around and asked, "What do you think?"

"I'm talking about Huimin's trip!"

"It's not to pull Penguin, but to launch a joint membership with several other groups under him. Isn't that good?"

Zhang Ying smiled, "Zhang Yida is a very measured young man, so we don't have to worry about him."

"You're just in such a good mood, you're not in a hurry."

"When investing, you have to have a good attitude! Otherwise, you will only make yourself very tired if you care so much."

Zhang Ying looked at Zhu Xiaohu, "You just think too much, so you're looking for trouble."

Zhu Xiaohu fiddled with the club in his hand, and said with a wry smile, "Why am I thinking too much? Have you read the third quarterly report of Huimin Travel?"

"Look, it's not optimistic!" Zhang Ying also put away his smile and said in a heavy tone.

"The total revenue is 27.94 billion yuan, the total expenditure is 38.7 billion yuan, and the net loss is 10.76 billion yuan."

Zhu Xiaohu shook his head and sighed: "This is still a quarter! The loss is almost 1.6 million U.S. dollars. I want to see how long the 10 billion U.S. dollars in the C round of financing can last."

"It's very simple, divide ten by one point six, and the result will come out, six quarters."

Zhang Ying slapped his head, "Oh, it may be less than six quarters, and the purchase of bicycles and trucks worth US$10 billion cost almost US$3 million.

There is still 7 million dollars left. If calculated at a loss rate of 1.6 million dollars per quarter, it will probably last for 13 months.

Huimin Travel obtained financing in April, and it is estimated that it will declare bankruptcy in May and June next year! "

Zhu Xiaohu glanced at Zhang Ying, a little speechless, and pretended to be angry: "Hey, let me tell you the business, don't show off your very limited sense of humor."

Zhang Ying patted Zhu Xiaohu on the shoulder and said, "Don't be too pessimistic. Have you read the financial report carefully?

Stripping off the two businesses of aggregation taxi and ride-hailing, the revenue will be reduced by 20 billion, and the loss will also be reduced by 5 million.

In other words, the revenue of shared bicycles should be more than 7 million to nearly 8 million, and the loss is almost 5 million. "

"Is 5 million more still less?" Zhu Xiaohu said again, "A yearly loss is more than [-] million. How many companies can afford such a loss?"

Zhang Ying waved his hand, "The loss of more than 5 million yuan is mainly caused by the depreciation of bicycles and trucks.

The value of physical assets such as bicycles and trucks exceeds 7.5 billion yuan, and depreciation alone costs [-] million yuan every quarter.

If the depreciation is removed, Huimin Bicycle has actually become profitable. "

Zhu Xiaohu spread his hands, "But the actual situation is that it is impossible for you not to consider the loss caused by depreciation.

This batch of bicycles will be scrapped after one, two, or three years. You have to put in new ones, right?
It's impossible to ignore it, right?That will only lead to a decline in the number of bicycles, a decline in the market, a decline in revenue, and a decline in users. "

Zhang Ying nodded, "I understand what you mean, we have to proceed from the actual situation!
Huimin Bicycle now has a quarterly cycling income of 5 million yuan, calculated based on the actual stock of 900 million bicycles.

The daily income generated by each bicycle is only [-] cents.

If this "six cents" figure can be reduced to one yuan and two yuan, Huimin Bicycle will basically be able to break even. "

"Two for one piece?" Zhu Xiaohu shook his head and laughed, "It's not easy! Either the bicycle rate will be doubled, or the order volume will be doubled.

For the former, if the price is doubled, it is still unknown whether it can maintain a daily order of 3 million to 4 million.

In the latter case, the volume of cycling orders has hit the ceiling, and shared bicycles have been launched in fourth- and fifth-tier cities.

Where else can I continue to vote?To the countryside? "

Zhang Ying nodded, "Your analysis is correct, it is very difficult to do. However, isn't Zhang Yida trying to find a way? He also launched services such as aggregated taxi-hailing and ride-hailing."

"Can that be called a solution? Without aggregation of taxis and free rides, Huimin Travel only lost more than 5 million yuan this quarter. With these two businesses, the loss has doubled!"

Zhang Ying thought for a while and said, "I can't understand it this way. In the early stage, it was subsidizing users and issuing a lot of taxi tickets, which inevitably caused losses.

The main purpose is to change the user's taxi-hailing habits and let them get used to taxi-hailing through Huimin Travel.

This is the cost of educating users and cannot be saved.Did you see that Didi also spent tens of billions?
In the long run, it should not be difficult for these two businesses to make profits, but the profits will not be too high.

But it’s not bad, and the traffic of Huimin’s travel has been realized accurately. "

"You are right, but I still reserve my opinion and am not optimistic about the profitability of Huimin travel."

Zhu Xiaohu sighed, "Think about it for yourself! Even if the aggregation of taxis and ride-hailing is successful, how much profit can it make?

Didi currently has 1000 million orders per day, with an average order price of 20 yuan.

It is estimated that Huimin Travel has grabbed 10% of the market, with a daily income of 2000 million yuan and a quarter of 18 billion yuan.

Then the commission with partners is 20%, which is 3.6 million yuan in revenue.

The 3.6 ​​million yuan is needed to maintain system research and development, employee salaries, and the most expensive user operations.

Also beware of competition from Didi, rebellion from partners, and even plagiarism from others.

In the end, it would be good to maintain a 30% profit margin, that is, a quarterly net profit of 1 million yuan.But this 1 million is not enough to fill the hole in Huimin's bicycles.

The hole of Huimin Bicycle is still 5 million yuan short, who will fill it?

advertise?Ruixiang, Pet Holdings, and Pinduoduo combined contributed 1000 million in revenue this quarter.

Deposit financing?Ruimin Wealth Management contributed 1.5 million in revenue this quarter, and distributed 75% of the profits to Huimin Travel. "

Zhu Xiaohu took a long breath, and then said: "It's useless to make any bells and whistles. We only need to focus on one essence: Huimin Travel's main business is shared bicycles, and its main asset is also shared bicycles.

So in the final analysis, in order to solve the profitability problem, it has to fall on the riding income.

If this problem is not solved, Huimin Travel will never be able to make a profit. "

Zhang Ying squeezed his chin, thought carefully about Zhu Xiaohu's words, and said after a long time, "What do you want to do?"

"I'm going to jump off the car!"

……

"Old Lu, how is it? Can your body handle it?"

In Zhonghe Group's office, Zhang Yida looked at Lu Qi who was sitting on the opposite side of the sofa, and couldn't help expressing concern.

Fierce!Absolutely fierce!
During this period of time, Zhang Yida heard his subordinates report a lot of problems about Lu Qi's work and life style.

Wake up at 4am to answer emails, go for a run, and start work by 6am.

Self-discipline and workaholic, two labels were attached to Lu Qi like this.

The company's post-80s and post-90s generation feel ashamed of this uncle born in the 60s.

"Ha ha!"

Lu Qi smiled, guessing that Zhang Yida heard about his work and rest time somewhere.

"Get used to it! When I was at Microsoft, it was this schedule.

When people are old, they often can't sleep in the middle of the night. It's better to use it for work and exercise than tossing and turning in bed. "

Zhang Yida nodded. As expected of a capable person who climbed from an ordinary programmer to a vice president of Microsoft, he indeed has many advantages that ordinary people do not possess.

"Pinduoduo and Doushi, after I learned about it in detail, I really admire Yida for your vision and strategic goals."

Zhang Yida smiled and said nothing. He also wanted to hear what Lu Qi said about the two companies and himself.

"Let's talk about Pinduoduo first! In China, where the e-commerce structure is basically stable, it can suddenly emerge. I have to say that you have chosen a good market for Yida.

The third- and fourth-tier cities and rural markets happen to be the markets that Ahri and Goudong have not covered, or the coverage is not enough.

These people are sensitive to prices and don’t have too many demands on brands, and Pinduoduo’s factory model just meets their needs.

In addition, I will not comment on such means as attracting Penguin to become a shareholder, entering WeChat Zodiac, blocking competitors such as Pinhaohuo, etc., all of which are necessary. "

Zhang Yida said with a smile: "Then do you think that Pinduoduo will hope to punch Goudong and kick Taobao in the future?"

"It's too far to talk about this now," Lu Qi laughed, "We'd better be more realistic, and focus more on sinking users, and building factory systems and logistics.

When the fire is here, e-commerce will naturally have a place for Pinduoduo.As for surpassing Taobao and Goudong, let nature take its course! "

It seems that Lu Qi still lacks confidence in Pinduoduo, Zhang Yida didn't bother to explain, and continued to listen to him.

Lu Qi added: "For Douvision, in the field of short video, I never thought that there would be such a big market and opportunity.

This is a segment neglected by the giants, and startups have great opportunities.

But there is a very serious problem that requires us to think carefully. "

Zhang Yida asked, "What's the problem?"

"Monetize," Lu Qi said, "For the commercial realization of DouTV, we have to consider whether it is a side broadcast or an advertisement?"

"Is there any difference?"

Lu Qi nodded, "It's very different, let me use Kuaishou as an example!
Kuaishou video content mainly records daily life. The content creators are mainly ordinary people, who are closely related to life and have strong social attributes. The videos of long-tail users have more exposure opportunities.

Its decentralized positioning helps diversify video content, easily resonates with audiences, and forms a sense of identity and strong community cohesion.

Therefore, if you do live broadcast, Kuaishou is naturally better than us.

For Douvision, the video content is more trendy and personalized, with beauty filters, funny stickers and VR special effects, combined with "magic" and "ear-catching" high-rhythm music, making it more "fashionable" and "personal" ” feature.

However, centralized positioning, while eye-catching, popular content has high similarity and repetition, so the audience will only pay attention to a few KOLs, and the relationship between users is weak.

We may not be so suitable for live broadcasting, and advertising monetization is more suitable for us. "

(End of this chapter)