Hello launched its own brand accommodation business "Hello inn" and "Hello Hotel"

针对这一事件，哈萨克斯坦3月30日表示，"感谢大家的关注，对这一事件不予置评。"

In response to the incident, Kazakhstan said on March 30, "thank you for your attention and do not comment on the incident."

据"哈尔滨饭店"一位员工介绍，目前合肥有3家哈尔滨品牌饭店，成都有1家，近期广州、武汉等城市将有加盟店。该店类似于奥尤酒店的轻加盟模式，操作更方便。

According to an employee of "Harbin Hotel", there are three Harbin brand hotels in Hefei and one in Chengdu, and there will be franchisees in Guangzhou, Wuhan and other cities in the near future. The store is similar to the Oyo Hotel light join mode, more convenient operation.

2017年，Oyo模式进入国内后，掀起了一股旋风，带动了中小型单身酒店的普及。18个月，在全国范围内赢得50万间客房，覆盖300多个三四线城市，提高了本地酒店的连锁率，使国内众多传统连锁酒店和新兴互联网企业纷纷步入正轨，如华珠H连锁酒店、通珠程义龙的奥宇，美团的光明大酒店等纷纷推出疯狂的加盟业务。

In 2017, after the Oyo model entered the country, it set off a whirlwind, driving the popularity of small and medium-sized single hotels. In 18 months, it won 500000 guest rooms nationwide, covering more than 300 third and fourth tier cities, and improved the chain rate of local hotels, which made many traditional chain hotels and emerging Internet enterprises in China rush into the track, such as H chain hotel of Huazhu and Tongzhu Cheng Yilong's oyu, meituan's Light Hotel and so on have launched a crazy business to join.

2020年5月，哈尔滨旅游首席执行官杨磊表示："哈尔滨旅游的大部分用户都是下沉市场的普通人。基于这个用户群，哈尔滨希望成为一家低端酒店。"。在滴滴、美团重蹈覆辙后，哈立紧盯着与奥约同一下沉市场的酒店，进入奥约的酒店业务，但未能突破壁垒。

In May 2020, Yang Lei, CEO of Harbin travel, said, "most of its users are ordinary people in the sinking market. Based on this user base, Harbin hopes to be a low-end hotel.". Paying close attention to hotels in the same sinking market as Oyo, ha Li has entered into the hotel business of Oyo, which failed to break through the barriers, after the sinking market was repeated by didi and meituan.

下沉版"滴滴"支撑基本面市场

Sinking version of "didi" props up the basic market

哈莉的故事起源于2016年。当时，国内的自行车共享业务突然火爆起来。随着资本的追捧，各大城市出现了各式各样的自行车共享，包括当时的独角兽ofo和摩拜，以及新成立的哈立等初创公司。

Ha Li's story originated in 2016. At that time, the domestic bike sharing business suddenly became hot. With the pursuit of capital, various kinds of bike sharing appeared in major cities, including the unicorn ofo and Mobai at that time, as well as the newly established start-up companies like ha Li.

但遗憾的是，随着一二线城市补贴大战的白热化，2018年，两个曾经占据95%市场份额的企业相继倒闭。莫比把自己卖给了美团，ofo离破产只有一步之遥。

However, it is a pity that with the white hot of the subsidy war in the first and second tier cities, in 2018, two enterprises that once occupied 95% of the market share failed one after another. Moby sold himself to meituan, and ofo was only one announcement away from bankruptcy.

此时，在"单一自由战争"中幸存下来的哈萨克斯坦成功占据上风，"蓝色小车"开始在各大城市出现。

At this time, Kazakhstan, who survived in the "single free war", successfully took the upper position, and "small blue cars" began to appear in major cities.

哈尔滨自行车联合创始人韩梅认为，在战略方向上，哈尔滨没有选择竞争激烈的一、二线城市，而是选择尚未回收的三四线城市等下沉市场。因此，在单一自由战争中，哈萨克斯坦没有受到影响。相反，它进行了车型的迭代，迅速扩张，在沉沦的市场中站稳了脚跟。

Han Mei, the co-founder of Harbin bicycle, believes that in the strategic direction, Harbin did not choose the first and second tier cities with fierce competition, but the sunken markets such as the third and fourth tier cities that have not yet been reclaimed. Therefore, in the single free war, Kazakhstan has not been affected. Instead, it has carried out the iteration of vehicle models, rapidly expanding and gaining a firm foothold in the sunken market.

单一自由战争后，2018年下半年，哈萨克斯坦获得蚂蚁金融服务公司4亿元战略投资。凭借充足的资金，哈萨克斯坦开始推出更便宜的自行车月度卡，增加自行车的保养，为用户体验打下良好的基础。

After the single free war, in the second half of 2018, Kazakhstan received a strategic investment of 400 million yuan from ant financial services. With sufficient funds, Kazakhstan began to launch cheaper cycling monthly cards and increase the maintenance of bicycles, laying a good foundation for the user experience.

随着ofo和摩拜的发展，一、二线城市正处于空窗期，这也让哈尔滨顺势而为。哈尔滨自行车CEO杨磊曾表示，在自行车共享领域，公司已经成为第一家，只要能进入城市和地区，很快就会占据优势，其他品牌"没有力量反击"。这种农村包围城市的战略也成为哈萨克斯坦其他企业的重要借鉴。

With the development of ofo and Mobai, the first and second tier cities are in a period of empty windows, which also allows Harbin to follow the trend. Yang Lei, CEO of Harbin bicycle, once said that in the field of bike sharing, the company has become the first one, and as long as it can enter the cities and regions, it will soon occupy an advantage, and other brands "have no power to fight back". This strategy of Encircling Cities from rural areas has also become an important reference for other businesses in Kazakhstan.

随着自行车共享业务的成功，哈尔滨在不断下沉的市场中积累了自己的玩法。

With the success of bike sharing business, Harbin has accumulated its own way of playing in the sinking market.

2018年，哈尔滨自行车在上海召开"旅游新势力"暨品牌提升两周年媒体沟通会，宣布公司正式更名为"哈尔滨旅游"。哈尔滨自行车已经从单一的自行车共享企业演变为多元化的经营特色，并开始沿着共享运输能力拓展垂直业务。

In 2018, Harbin bicycle held a media communication meeting for the second anniversary of "new force of travel" and brand upgrading in Shanghai, announcing that the company officially changed its name to "Harbin Travel". Harbin bicycle has evolved from a single bicycle sharing enterprise into a diversified business feature, and began to expand its vertical business along the shared transport capacity.

2018年，哈萨克斯坦将继续推进共享摩托车业务。但由于政策原因，共享摩托车不能像自行车一样在北京、上海、广州、深圳等大城市推出。也就是说，下沉市场已经成为共享摩托车的主战场。

In 2018, Kazakhstan will continue to promote its shared motorcycle business. However, due to policy reasons, shared motorcycles can not be launched in big cities such as Beijing, Shanghai, Guangzhou and Shenzhen like bicycles. In other words, the sinking market has become the main battlefield of shared motorcycles.

就像哈萨克斯坦一样，松果和滴滴也是市场的早期产品。虽然哈萨克斯坦在自行车方面取得了成功，但对于处在同一起跑线上、选择在同一地点参赛的哈萨克斯坦来说，在摩托车领域并没有太大优势。

Just like Kazakhstan, pinecone and didi are also early in the market. Although Kazakhstan has achieved success in cycling, it does not have much advantage in the field of motorcycles for Kazakhstan, which is in the same starting line and chooses to compete in the same location.

随后，哈萨克斯坦将重点放在网上租车上，推出了网上租车服务，这项服务迅速在全国300多个城市推广，其中大部分是三四线城市。基于近10亿人的"下沉市场"，面对如此大的市场，以网约车起家的滴滴也希望能分得一杯羹。

Then, Kazakhstan focused on online car hailing and launched its online car Hailing service, which quickly spread in more than 300 cities across the country, most of which are third - and fourth tier cities. Based on the "sinking market" of nearly 1 billion people, facing such a big market, Didi, who started with online car hailing, also hopes to get a share.

滴滴从去年开始进军下沉市场，并推出了网约车下沉品牌"华小筑"。全国网约车监管信息互动平台发布的2020年11月订单信息显示，华小筑订单量354万辆，月增长10.5%，排名第一。可以预见，汽车招呼和"华小柱"的哈尔滨网必将在更多的城市展开激烈的竞争。这是一个"旷日持久"的竞争过程，短期内很难看到结局。

Didi began to move into the sinking market last year, and launched the online car Hailing sinking brand "huaxiaozhu". According to the order information of November 2020 released by the national online car Hailing supervision information interactive platform, the order volume of huaxiaozhu was 3.54 million, with a monthly increase of 10.5%, ranking the first. It can be predicted that the car hailing and "huaxiaozhu" of harbin.com are bound to launch fierce competition in more cities. This is a "protracted" competition process, and it is difficult to see the end in the short term.

同时，哈尔滨市去年还试水了物流配送服务"哈尔滨快运"，这是一项依托网上售车的物流业务。然而，在分销业务的细分场景中，也有不少行业巨头。作为一个后来者，哈尔滨在这条轨道上的未来还是未知数。

At the same time, Harbin also tested the logistics distribution service "Harbin express" last year, which is a logistics business relying on online car Hailing. However, there are many industry giants in the segmentation scene of distribution business. As a latecomer, Harbin's future in this track is still unknown.

面对旅游业务的增长，哈萨克斯坦需要尝试新业务。

Facing the growth of travel business, Kazakhstan needs to try new business.

复制奥尤和美团，努力服务当地生活

Copy Oyo and meituan, make efforts to serve local life

杨磊曾在内部讲话中表示，"单边业务发展空间有限，具有较强演进能力的多边复杂业务将成为哈新业务的选择。"公司未来新业务的方法是发展一些想象力更大的业务，比如团购、去商店、葡萄酒旅游等。"

Yang Lei once said in an internal speech that unilateral business development space is limited, and multilateral and complex business with stronger evolutionary ability will become the choice for Kazakhstan's new business. "The methodology of the company's new business in the future is to develop some businesses with greater imagination, such as group buying, going to the store and wine travel."

哈萨克斯坦目前的行动目标是，将共享出行中累积的每月7232万（2020年11月数据）用户流量扩大到其他业务领域。近年来，哈尔滨的入境业务和酒店业务成为公众关注的焦点。

It is Kazakhstan's current action goal to expand the monthly live 72.32 million (November 2020 data) user traffic accumulated in shared travel to other business areas. Recently, the arrival business and hotel business of Harbin have become the focus of public attention.

近年来，中国本土酒店巨头在连锁经营过程中的酒店动作不断，尤其是轻加盟模式受到市场的青睐。

In recent years, China's local hotel giants in the chain process of the hotel action constantly, especially the light join mode by the market.

2017年11月，Oyo进入中国市场。短短两年时间，受到行业巨头和资本的空前关注，并将酒店特许经营业务拓展到三四线和县域。

In November 2017, Oyo entered the Chinese market. In a short period of two years, it received unprecedented attention from industry giants and capital, and expanded its hotel franchise business in the third and fourth tier and the county.

据了解，哈尔滨光明大酒店的业务还主要服务于二三线城市、部分四线城市优质区域的核心区域，以及大学城等哈萨克斯坦旅游覆盖率较高的地区。

It is understood that the business of Harbin light hotel is also mainly serving the second and third tier cities, core areas of high-quality areas in some fourth tier cities, and areas with higher travel coverage in Kazakhstan such as university city.

哈尔滨光线大酒店的加盟形式有两种，一种是现金加盟，即每年支付9888元的品牌使用费和5000元的服务押金；另一种是"现金+置换房"模式。与连锁酒店的运营成本相比，哈尔滨光明大酒店在短时间内更具成本效益，运营风险更低。

There are two forms of joining in Harbin light Hotel, one is cash joining, that is, paying 9888 yuan of brand usage fee and 5000 yuan of service deposit every year, and the other is "cash + replacement room" mode. Compared with the operating cost of chain hotels, Harbin light hotel is more cost-effective in a short period of time and has lower operational risk.

对哈萨克斯坦而言，当地生活服务将成为下一个重点，与美团的竞争将日趋激烈。

For Kazakhstan, local life services will become the next focus, and the competition with meituan will become increasingly fierce.

哈萨克斯坦对"共享经济第一股"的影响？

Kazakhstan's impact on "the first share of sharing economy"?

在哈萨克斯坦，共享旅游/搭便车、当地生活、连锁酒类旅游、物流和配送等业务已经布局完毕，几乎所有的互联网业务都在下沉的市场中重新展开。

In Kazakhstan, where the businesses of shared travel / free riding, local life, chain liquor travel, logistics and distribution have been laid out, almost all Internet businesses are being done again in the sinking market.

哈尔滨之所以要打造沉沦的互联网商业景观，无疑是为了进一步实现自行车的流量化，获得更高的资本想象空间。

The reason why Harbin wants to create a sunken Internet business landscape is undoubtedly to further realize the traffic of bicycles and obtain higher capital imagination space.

据《接口新闻》报道，哈尔滨旅游将于今年第二季度初在美国上市，募集资金约20亿美元（约合130亿元人民币）。据该通讯社报道，此前，该公司将在美国私下提交IPO申请。

According to interface news, Harbin travel will go public in the United States at the beginning of the second quarter of this year, raising about $2 billion (about 13 billion yuan). Earlier, it would file an IPO application in the U.S. in private, according to the news agency.

从目前的布局来看，哈萨克斯坦未来上市时，已不能称之为"共享单车第一股"，而是涵盖多种业务的"共享经济第一股"。

From the current layout, when Kazakhstan goes public in the future, it can no longer be called "the first share of bike sharing", but "the first share of sharing economy" covering a variety of businesses.

但"共享经济第一股"不能靠"涨价"来创收。

But "the first share of sharing economy" cannot rely on "price increase" for revenue.

据央视报道，3月19日，一则"上海自行车半小时收费2.5元"引起热搜。有网友表示，上海的自行车收费规定改为前15分钟1.5元，后每15分钟收费1元，相当于1小时4.5元。物价上涨会打消部分用户的积极性，收租方式在资本市场上难以获得更高的认可。

According to CCTV reports, on March 19, a "half-hour charge of 2.5 yuan for a bicycle in Shanghai" hit the hot search. Some netizens said that the charge rule for a bicycle in Shanghai changed to 1.5 yuan for the first 15 minutes, and then 1 yuan for every 15 minutes, equivalent to 4.5 yuan for an hour. Rising prices will dissuade some users, and the mode of rent collection is difficult to obtain higher recognition in the capital market.

因此，哈萨克斯坦正努力将自己的流量和品牌引入更多的企业，将整体业务从"盈利"转向"增长"，并将业务向互联网规模模式靠拢。试图借鉴美团的"无国界游戏"，稍有不同的是，哈立反击从线下走向线上，将更多的网络业务拓展到自行车之外。

Therefore, Kazakhstan is trying to introduce its own traffic and brand into more businesses, change the overall business from "making profits" to "making growth", and move its business closer to the Internet scale mode. Trying to learn from meituan's "borderless game", the slightly different thing is that HA Li counterattacks from the offline to the online, expanding more network business beyond cycling.

2018年，美团以37亿美元收购摩拜，此后更名为美团自行车。不断投入新车占领市场，拓展电动汽车等新的出行方式。美团2020年财报显示，自行车业务仍是美团单季度亏损60亿的第二大亏损业务。

In 2018, meituan acquired Mobai with us $3.7 billion, and since then it has been renamed meituan bicycle. It has continuously invested in new cars to occupy the market and expand new travel modes such as electric vehicles. According to the financial report of meituan in 2020, the bicycle business is still the second largest loss business among the 6 billion losses of meituan in a single quarter.

关于哈尔滨的自行车生意是亏损还是盈利，目前还没有确切的消息。然而，亏损的美团自行车业务，虽然很难量化与美团的业务合作效果，但从资本市场的角度来看，旅游业务每天近千万个应用的开通频率，对于支撑美团1.73万亿港元的市值仍有很大的价值。

There is no definite information about whether Harbin's cycling business is losing money or making profits. However, the loss making meituan bicycle business, although it is difficult to quantify the business collaboration effect with meituan, from the perspective of the capital market, the daily opening frequency of nearly 10 million apps in the travel business is still of great value to prop up the market value of meituan's HK $1.73 trillion.

哈萨克斯坦能否扩大其当地的生活服务业务，并演变成一个"共享经济总量"与一个下沉的市场？要弄清楚还需要时间。

Can Kazakhstan expand its local life service business and evolve into a "sharing economy aggregate" with a sinking market? It will take time to find out.

陈乔辉杨小河

By Chen qiaohui and Yang Xiaohe

Link：https://new.qq.com/omn/20210331/20210331A0385B00.html

update time：2021-03-31 14:51:27