The EZZY team is a rhetoric in the sharing of the automotive industry, claiming that it will expand its operating area from Beijing to the four first-tier cities of “North, Guangzhou, and Shenzhenâ€. But nowadays, the team has announced its dissolution overnight. This news has exploded. The entire car circle.
"When you get up to the company tomorrow morning, this business no longer exists. If this is your last day at EZZY, what would you do?" This is the new car platform EZZY founder and CEO Fu Qiang in May this year new What was said at the EZZY strategy conference. After 5 months, this sentence became a reality in EZZY.
"Not going to work, the company informed us on vacation on the evening of October 23." On October 24, an EZZY internal employee told reporters when the company started working again and the company did not notify.
On October 25th, EZZY officially announced that the company had terminated the services of the EZZY platform and was actively handling the follow-up matters, setting up a liquidation group to carry out liquidation and liquidation.
According to public information, the main company of EZZY is Beijing Dameng Technology Co., Ltd. (hereinafter referred to as Beijing Daming Technology) with a registered capital of 300,000 yuan. Its founder, Fu Qiang, previously worked in the investment banking department of Galaxy Securities. He left the company in 2014 and transformed into the car time-sharing field in 2016. In March 2016, EZZY was officially launched. The models are high-end models such as BMW i3 and Audi A3. the Lord.
In May of this year, EZZY announced the launch of a new brand image at the launch of the Hilton Hotel in Beijing, and announced that it will expand its operating area from Beijing to the four first-tier cities of “North to Guangzhou and Shenzhenâ€. It is expected to achieve the layout of 5,000 vehicles nationwide this year. At that time, some media reported that since its launch in March 2016, EZZY has accumulated nearly 100,000 users.
On October 24th, the news of "the dissolution of the shared car platform EZZY team" quickly swept the car circle.
On the afternoon of the same day, the reporter came to the registered address of Beijing Daming Technology Industrial and Commercial Materials Co., Ltd. - No. 140371, 14th Floor, Building 1, No. 33, Renmin University North Road, Haidian District, Beijing. At the scene, the reporter found that the No. 33 Institute was an office building. According to the staff of the office property company, “the 14th floor does not have 140371, and I have never heard of this company.â€
In response, the above-mentioned EZZY internal staff told reporters, "I don't know the address in Haidian District. Even if we find our office, it doesn't make sense. Because the employees are not in the company, the other employees who are still working, they have An independent place to work, but I don't know where it is."
The EZZY internal staff revealed that they have not terminated the labor contract with EZZY.
The reporter learned that the official APP of EZZY is currently in the state of “no car availableâ€. From October 24th to 25th, the reporter used the APP to search for vehicles in Haidian District, Chaoyang District, Daxing District, Beijing, etc., but all showed “no vehicles available nearbyâ€. The reporter called EZZY customer service to inquire about the reason, and the phone has been in the state of no answer.
EZZY's operating model is different from that of other car time-sharing companies. The biggest feature is that its vehicles are medium and high-end models. At the beginning of 2016, EZZY chose the pure electric version of the BMW i3 as a rental car with a guide price of 400,000 yuan. After the brand upgrade in May this year, a group of fuel vehicles Audi A3 with a price of about 200,000 yuan were put on the line again.
In addition, unlike other time-sharing leasing companies, EZZY announced that it can be “returned anytime, anywhereâ€, and users can park in legal parking spaces or parking lots. Another car time-shared player's road song also adopts this mode, but the user parked the vehicle is not in the cooperative parking lot of the way song, the next time the user of the car needs to pay the parking fee (subsidize a small fee). EZZY said that the vehicle parking fee will be fully reimbursed.
Some analysts believe that the high cost and the unsolvable profit problem are the main reasons why EZZY will stop operating in the short term. Peng Bo, a partner of PricewaterhouseCoopers Sloan Consulting, said in an interview with reporters: "At this stage, the car is still in the training stage, and the funds are tight due to the lack of financing. In the startup company. Not uncommon."
According to public data, Beijing Dameng Technology won the 40 million yuan angel round from Ceyuan Ventures in April 2015. Since then, in April of this year, EZZY announced another round of A financing, but did not disclose the investors, and did not disclose the amount of investment.
Unsuccessful "profit" problemSince the beginning of this year, the sharing of cars has become a new enthusiasm, and has been favored by all parties, including Internet companies, traditional car companies and dealer groups. According to incomplete statistics, as of the end of 2016, there were more than 370 shared car platforms in the country, and more than 100 were put into operation.
The attention of the capital market to shared cars is also growing. According to public data, from 2013 to 2016, the capital entering the shared automobile sector increased from 10 million yuan to 150 million yuan, an average annual increase of 50 million yuan; and from January to June this year, the total financing of several shared automobile companies is close. 400 million yuan, the annual financing growth rate is expected to exceed 800%.
Although the enthusiasm of players is high, how to achieve profitability is still the primary problem that hinders the development of shared car platforms. "There are more than 30 time-share leasing companies in China, and only one book is currently profitable." Peng Bo told reporters.
According to PricewaterhouseCoopers statistics, at present, the average bicycle loss of time-shared car companies is between 50 yuan and 120 yuan per day. According to this calculation, the daily loss of 500 new energy vehicles launched by EZZY in the market is close to 25,000 to 60,000 yuan.
“If you can't achieve interconnection, it will be very difficult to lease the profit on time. If the price of the platform vehicle is lower and the quality is better, the chance of profit may be even greater.†Pang Qinghua, chairman of the huge auto trade group, on October 24 At the press conference of "The Huge Group and Dongfeng Fengshen Signed New Energy Strategic Cooperation Agreement", the reporter said that even if it is not yet profitable, the huge group will not give up the attempt to share the automobile project, and will continue to match and integrate various resources of the society in the future.
In this regard, Peng Bo believes that it is more difficult for shared cars to achieve profitability at a lower unit price in the short term. In the future, it is necessary to increase the utilization rate of bicycles, which is affected by factors such as the number of users, plus the time for time-based lease development in China. Not very long, and companies are still at the stage of exploration. "It may take another year or two for the shared car to truly realize its profitability," Peng Bo said.
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