摩拜盈利分析

摩拜单车触手可骑摩拜单车触手可骑TheLastKilometerCONTENTSTheHistoryofMobikeTheProductofMobikeTheCompetitionforMobikeTheEarningModeforMobikeSTPAnalysisPESTLEAnalysisSWOTAnalysisSuggestionsTheHistoryofMobike2016.04.22LaunchedinShanghai2016.08.16LaunchedinBeijing2016.09.20LaunchedinGuangzhou2016.10.16LaunchedinShenzhen2016.11.17LaunchedinChengduOtherStops…01AluminumStampingFrameandChain-lessTransmission02Puncture-ProofTires03ElectronicLockWithAnti-theftandManagementFunctionsMobikeLiteOn2016.10.19,MobikelancheditsnewversionofBicycle,MobikeLiteDifferences:TraditionaltransmissionsystemBasketwithsolarpanelsThepetitorofMobikeOFOLaunchedon2016.10.9OriginallystudentssharedbicyclesNormalbicyclesInvestedbyDidiBLUEGOGOLaunchedon2016.11.17StrategycooperatedwithbicyclesupplierAlsointroducedelectronicslockYOUONOriginalmunicipalsharedbicyclesFocuson3rd-tiercitiesInvestedbyAntFinancialFromthepasttothefutureEarningModeEarningAnalysisRentalRevenueOnlySupposingthateachMobikeareused2timesperday,andearning1RMBpertimes,andcanbeusedfor300daysperyear,thentheearningperbikeperyearis:2*1*300=600RMBBytheendofyear2016,thereareabout1.5millionMobikesoutstanding,thenthetotalrevenuefromrentalis:600*1,500,000=900,000,000RMBSupposethecostforproducingaMobikeis1,000RMB,aMobikecanlastfor5year.ThenthecostofMobikeforayearis:1,000/5*1,500,000=300,000,000ThebrokenandlosingrateforMobikeis10%peryear,thenthecostforlosingandbrokenis:1,000-200*1,500,000*10%=120,000,000ThentherevenueforMobikeis:900,000,000-300,000,000-120,000,000=480,000,000EarningAnalysisBreak-evenAnalysis&FinancialManagementBreak-evenAnalysis:Holdingtherateofusingandtherateoflosingandbrokenunchanged,thenthebreakevenpointforthecostperMobikeis:900,000,000/1,500,000/0.2+0.1*0.8=600/0.28=2142.86HoldingthecostofMobikeandtherateoflosingandbrokenunchanged,thenthebreakevenpointis:300,000,000+120,000,000/1,500,000/300=0.93EarningFromFinance:Mobikehasacustomerbaseof10millionofwhichover6millionareactivecustomers,foreachcustomer,itrequiresadepositof300RMB.Thenthetotaldepositisbetween1.8billionto3billionSupposethereturnforcapitalis5%,thentheannualrevenueis90millionto150millionSTPAnalysisCurrentCustomer:OfficeWorkerColleageStudentMiddleagepeoplewhofollowthefashionFitnessenthusiastsItemsOfficeworkerColleagueStudentMiddleagepeoplewhofollowthefashionFitnessenthusiastsPricesensitiveLowHighLowLowCareaboutdesignHighMediumHighHighFastlock/unlockHighMediumMediumMediumDecentinMannerHighMediumMediumMediumfortableRunningMediumMediumMediumMediumReservationHighLowLowHighWithBasketHighLowMediumLowSafetyHighMediumHighHighSTPAnalysisConsumerSegmentsItemsMobikeofoBlueGOGOXiaomingBikeDepositMoney299RMB99RMB99199UnitPrice/30mins0.5RMB0.5RMB0.5RMB1RMBmin0.1RMBFashiondesignHighMediummediumLowFastlock/unlockHighlowhighMediumDecentinManneryesnoyesyesfortableMediumMedium/highMediumMediumReservationsystemYesNoyesyesWithBasketyesnoyesyesSafetyHighLowHighHighSTPAnalysisPESTLEPGovermentandpolicyEncourageVehiclestailnumbertrafficrestrictionsEReducethepublictransportationcostTNewdesignTechnologySCANBarGPSNewTierandchaindesignLLegalRiskoftheDepositLegallyprotectionforsteallingandIntentionalDamageSSolveLastkilometertransportationProblemReducePubictransportationpressFitnessfunctionEEnvriomnentfriendlyReducePollutionSStrength29Patentsandanother20inapplicationFashionDesignEnterMarketearlyandwithStrongCapitalsupport/HighMarketshareOOpportunitiesBigDataCollectionFinancialOpportunitesAdvertismentwWeaknessHighInitialInvestmentHighoperationandmaintenanceCostLowCashinflowTThreatsWithoutcustomerbehaviorcontrolHighCompetiorLowentryBarriorDepositfinancialRiskSWOT01DenotionridingDistanceProgram03RankingandAwardingSystem02Distancetrade04PrecisionadvertisingSuggestionsThankYou