滴滴欲進軍全球市場,須先解決多方利益沖突
中國最大的打車應用平臺并不滿足于征服國內市場。 上周四,在舊金山由《名利場》雜志主辦的新企業峰會上,滴滴出行總裁柳青表示,滴滴“將毫不動搖地走向全球”。雖然并未透露公司進行全球化擴張的詳細計劃,但柳青稱,滴滴出行相信“本土公司”的實力。滴滴在與優步中國競爭中獲得的勝利支持了這一說法,該公司于八月份收購了優步中國。 滴滴出行與全球多家打車應用公司均建立了關系網(包括去年秋季它與另外三家公司建立的結盟),因而外界對其將采取何種戰略完成其國際化進程感到好奇。以下列舉了滴滴全球化進程中可能面臨的沖突問題: 東南亞:由于東南亞國家地理位置臨近,因而該地區顯然會成為滴滴進軍的主要國際市場。滴滴去年與多家公司建立了合作,其中就包括東南亞本地打車服務巨頭Grab。不夸張地說,在該地區開展競爭性業務將有些尷尬。但是滴滴同時也是Grab的投資者,而這意味著滴滴不僅看到了Grab在東南亞市場取得的成功,且有可能收購Grab。此外,Uber也參與了東南亞市場的競爭,這意味著Uber和滴滴在繼獲得彼此非投票理事席位后,面臨的又一沖突。 印度:印度交通市場廣闊,自然也將成為滴滴的潛在目標市場。然而,同樣地,作為滴滴大聯盟的一部分,滴滴也已與當地公司Ola建立了合作。與Grab一樣,滴滴也投資了Ola,因而也有可能將其收購。并且,同樣地,滴滴與Uber在印度市場的激烈競爭將使局勢變得更為復雜。 歐洲:在歐洲,除Gett等幾家本地打車應用公司外,滴滴將與Uber直接競爭。同樣地,因為滴滴和Uber彼此擁有對方的非投票董事席位,因此這一競爭也將令雙方感到尷尬。在歐洲,滴滴還將面臨另外的沖突,即與Lyft的競爭。在七月份舉行的《財富》科技頭腦風暴大會上,Lyft的聯合創始人兼總裁約翰· 齊默(John Zimmer)稱,Lyft“很可能”在其他國家開拓業務,但是并未透露更多信息,而進軍歐洲則不會令人感到意外。 美國:對于滴滴來講,在美國拓展打車業務無疑是頗具挑戰的,不僅由于其在美國與兩大巨頭(Uber和Lyft)的關系,還因為占領美國市場本身并非易事。Lyft正在評估與滴滴的合作,而滴滴也是Lyft的投資者。滴滴將其應用與Lyft司機網絡整合,允許中國游客通過滴滴的移動應用預約Lyft打車服務,這也意味著,滴滴其實已經對其美國業務前景窺見一斑。 其他地方:當然,滴滴也可以進軍拉丁美洲、非洲或其他較小區域的市場,但也將面臨與Uber和本地對手的競爭,而這些國家的市場條件與中國極為不同。 盡管成立只有短短幾年,但滴滴表現出了極大的決心和進取精神,因而其全球化拓展野心亦是意料之中,盡管滴滴尚未完全征服龐大的國內市場。滴滴將如何實現全球化拓展仍然是個迷。由于滴滴還有很多其他的宏大目標,如參與自動駕駛汽車市場的競爭,因而這也僅僅是一個開端而已。(財富中文網) 譯者:司慧杰/汪皓 | China’s biggest ride-hailing company won’t stop at conquering its home country. Didi Chuxing is “definitely going global,” president Jean Liu said on Thursday at Vanity Fair‘s Next Establishment Summit conference in San Francisco. Liu declined to elaborate on the specifics of the company’s plans to “play a global game,” but she did say that Didi Chuxing believes in “local players,” a statement supported by the company’s victory over former rival Uber China, which it acquired in August. Didi Chuxing’s strategy to become an international company is a curious one, given its web of relationships with other ride-hailing companies around the world, including an alliance with three others it announced last fall. Here are some conflicts it potentially creates: Southeast Asia: While the region would be an obvious area for Didi’s expansion because of the proximity, Didi is allied with local ride-hailing king Grab as part of the multi-company partnership it announced last year. Setting up a competing business there would be awkward, to say the least. But Didi is also an investor in Grab, which both means it has an interest in seeing it succeed in its home market of Southeast Asia, and that it could just acquire Grab. Uber is also competing in Southeast Asia, another conflict of interest since Didi and Uber have each a non-voting seat each other’s boards. ? India: A large market for transportation, India is an understandable potential target for Didi. But again, it’s already allied with a local company, Ola, also as part of its big alliance. And like with Grab, Didi is an investor in Ola, so acquiring the company could be an option. And once again, Didi’s relationship with Uber, which is fiercely competing in India, complicates things further. ? Europe: Here, Didi would most directly battle against Uber, in addition to a few local ride-hailing companies like Gett. Again, because Didi and Uber have non-voting seats on each other’s boards, this would be awkward. Another conflict that could arise in Europe would be with Lyft. At Fortune‘s Brainstorm Tech conference in July, Lyft co-founder and president John Zimmer said that it’s “very likely” that Lyft will do business in other countries, and while he didn’t elaborate further, Europe wouldn’t be a surprising target. ? U.S.: The U.S. would undoubtedly be a challenge for Didi to go into with its own ride-hailing operations, both because of its relationships with the two biggest players in that market (Uber and Lyft), and because trying to jump into the game would be an uphill battle. Lyft is evaluating its partnership with Didi, which is also an investor in the U.S. company. That said, Didi is already getting a glimpse of what operating in the U.S. might be like, thanks to a recent integration of its app with Lyft’s network of drivers, which lets Chinese travelers summon a Lyft ride via their Didi mobile app. ? The rest of the world: Certainly, Didi could head to Latin America, Africa, or other smaller regions, but it would face Uber, local competitors, and markets conditions that are very unlike its own. Given how aggressive and determined Didi has been during its short few years of existence, it’s no surprise that it has global ambitions—despite the massive size of its home market in China, which it’s far from having entirely conquered. How it will do all this is still a mystery. And since the company has other lofty goals—like getting into the self-driving car race—this is only the beginning. |