资源描述
,Market insights and outlook,Berlin, August 2018,Bike Sharing 5.0,2,This study provides a comprehensive overview of developments on the bike sharing market,Management summary,1,Key trends ininnovative mobility, Major innovations and new regulations are on the way to reshaping the mobility market New business models follow an asset-light approach allowing consumers to share mobility offerings Bike sharing has emerged as one of the most-trending forms of mobility in the current era Digitalization has enabled bike sharing to become a fully integrated part of urban mobility,2,Bike sharing marketdevelopment, Bike sharing has grown at an extremely fast rate and is now available in over 70 countries Several mostly Asian operators have been expanding fast, but first business failures can be seen On the downside, authorities are alarmed by the excessive growth and severe acts of vandalism Overall, the bike sharing market is expected to grow continuously by 20% in the years ahead,3,Role of bike sharingin urban mobility, Bike sharing has established itself as a low-priced and convenient alternative in many cities The three basic operating models are dock-based, hybrid and free-floating Key success factors for bike sharing are a high-density network and high-quality bikes Integrated mobility platforms enable bike sharing to become an essential part of intermodal mobility,4,Future of bikesharing, Bike sharing operators will have to proactively shape the mobility market to stay competitive Intense intra-city competition will lead to significant service improvements Use of smart analytics and artificial intelligence will enable operators to optimize their networks Dedicated infrastructure and bicycle-friendly regulations will aim to promote bike sharing,Source: Roland Berger,3,Mobility as a serviceRegulationsAutonomous driving,123, Integrating public transport and new mobility providers in a single platform with integrated ticketing and pricing More customized and a wider variety of options for customers that could be either more convenient or more cost-effective than public transport, Cities to implement regulations banning the use of motor vehicles in cities and stimulating the use of electric vehicles in public transport tenders, for example Stimulating demand for public transport and environmentally-friendly mobility options in city centers, More cost-effective solution compared to public transport or owned cars, for example, due to significant reduction in personnel costs Attractive robocabs could achieve a high modal share, but might not be feasible in every area due to traffic congestion,1Key trends in innovative mobilityMajor mobility trends will heavily impact all mobility providers in the futureMobility trends,Source: Roland BergerPhotos: Kaspars Grinvalds/Adobe Stock; Alison Hancock/Adobe Stock; Olivier Le Moal/Adobe Stock,4,Source: Roland Berger,1Traditional transportationInnovative mobility: Lower asset intensity,2,Asset intensity,Informationprovider,Agent,Service provider,Vehicleprovider,Infrastructure provider,Informationprovider,Agent,Service provider,Vehicleprovider,Infrastructure provider,OwnUseShareConsumer behavior,Asset intensity,OwnUseShareConsumer behavior,1Key trends in innovative mobilityBusiness models are shifting toward lower asset intensity Customers prefer sharing and using over owningBusiness models,5,Sources: Expert interviews; Roland Berger,Economy/society,Regulation,Consumer,Impact,UncertaintyTechnology,Automated driving (Level 4 City),Sharing vs. owning,Digitalization of operations & sales,GDP development,Environmental regulations,Distribution of disposable incomeAutomated driving (Levels 1-3),New materials,(lightweight, nano, compounds etc.),Smart products/devices Safety regulations,Connecti- vity/IoT,Car is not a status symbol any more,PT electrification City regulationsUrbanization,Progress in micro- electronics (SoC, MEMS etc.),Technological progress in automated driving (cars, buses, trains) and consumer attitudes toward cars as the primary means of individual transport are the key parameters for the future development of mobility,1Key trends in innovative mobilityHow mobility will develop depends primarily on two factors: technological progress and customer acceptanceKey influencing factors and trends impacting advances in mobility in the next 15 years,6,Sources: Susan Shaheen, Roland Berger,1965,1995,1998,2013,1.0,White bikes Invented in Amsterdam, Netherlands 50 white bicycles, permanently unlocked Often stolen/damaged,2.0,Coin-depositsystems Founded in Copenhagen, Denmark Bicycles distinguished by color and design Designated docking stations Small deposits to unlock bicycles More reliable, but almost no information about customers,3.0,IT systems First system founded in Rennes, France Bicycles distinguished by design or advertising displays Fixed or flexible docking stations User interface necessary forcheck-ins/outs Advanced technology used for locating, reserving and accessing bicycles,4.0,Multimodal systems Used worldwide Bicycles distinguished by design or advertising displays Fixed, flexible, mobile or virtual stations User interface necessary forcheck-ins/outs Advanced technology used for locating, reserving and accessing bicycles Linked to public transit (e.g. schedules, stations) Cleaner technologies (e.g. solar-powered stations, sustainable bicycle redistribution),Smart mobility Predictive algorithms to maximize utilization of the bike fleet Customer data is systematically collected, exchanged with partners and used to improve the customer experience Sanitized and enriched movement data is used to generate ancillary commercial revenues Fully integrated in attractive mobility platforms, with seamless payment Advanced partnership models with other modes Extended business models that help make bike sharing operations profitable,2017,1Key trends in innovative mobilityOver time, bike sharing has developed into a highly technologized and integrated mode of transport business around the globeBike sharing development5.0,3,200,North America,South America,840,500,37,Europe,Asia Pacific,15,500,610Middle East,Worldwide71 countries 1,250 systems 10,000,000 bikes,Sources: Press research; Roland Berger,7,Africa22,2Bike sharing market developmentAround 1,250 bike sharing systems with more than 10 m bicycles are already in use around the globe Asia is the largest marketGlobal presence of bike sharing systems December 2017,946,643,450517,367,1,270,No. of bikes in bike sharing schemes 00010,000CAGR1) +60%4,500,855,639,486535,388,1,250,1,115,1,005,Global development of bike sharingLargest bike sharing cities by regionNo. of bike sharing schemesNo. of bikes 000,888,New YorkSeattle San Francisco,Sources: Press research; Roland Berger,8,2Bike sharing market developmentThe number of bikes in bike sharing systems is still growing significantly Biggest bike sharing systems implemented in ChinaGlobal development and distribution of bike sharing systems,201020112012201320142015201620171) Compound annual growth rate,9,Global player,Local champion,Regional coverage,Focused,Diversified,Mobility offering,Strategic direction Defending market leadership position in German cities Cooperation with retailers started, e.g. Lidl in Berlin, Local expansion in San Francisco and Bay Area Introduction of electric bikes ongoing Launch of own bike sharing service JUMP Integration of JUMP in UBER app, Launch of bike sharing service via Didi app Integration of ofo and bluegogo in Didi app, Heavy fund raising for global expansion Focus on quality improvements in operations Heavy fund raising for global expansion Data sharing for integration in map services ,e.g. Baidu Heavy fund raising for expansion to Europe Introduction of e-bikes and e-scooters announced, Defending market shares in German cities Use of hybrid system for pickup and return,2Bike sharing market developmentThe competitive bike sharing landscape is becoming more diverse, with UBER and Didi the most recent new entrants to the marketBike sharing Competitive landscape,Source: Roland Berger,10,Sources: Press research; Roland Berger,4.1,9.3,1.0,0.8,0.5,Development of bike sharing in ChinaDrivers of market growth in China,Rise of private players Several private operators have entered the market since 2014 They are now battling for market share and profiting from global scaleUnregulated market In many cities, operators do not have to apply for a license to offer bike sharingHigh investments Private operators have raised investments of more than USD 3.0 bn, enabling them to rapidly expand their business in China and abroadSufficient production capabilities Chinese bike manufacturers have production capacity for more than 80 million bikes per yearUnsaturated demand Consumers prefer bike sharing over other modes of transport due to low cost and easy access,2013Bikes 000,2014,2015,2016,2017,No. of bikes in bike sharing schemes million bikes,No. of bike sharing schemes,415,430,396,237,164,2Bike sharing market developmentIn China, the number of shared bikes has increased immensely since 2015 Market entry of private operators key driver for growthFocus on China Recent market growth,The vast increase in bike sharing schemes, led by Chinas largest operators ofo and mobike, is having a major impact on Chinese cities,Focus on China Rise of private operatorsKey facts,Founded: No. of cities:No. of countries:No. of registered users: Funding:,201418013200 mUSD 2.2 bn,Founded: No. of cities:No. of countries:No. of registered users: Funding:,201520012200 mUSD 0.9 bn,Positive effectsLess traffic congestion 80% of Chinas 100 biggest cities see improvements in local traffic conditionsLess air pollution New bikes absorb polluted air and remove particulate matter before releasing it,Sources: Press research, Roland Berger,11,Negative effectsIncreased vandalism and littering Customers deliberately demolish shared bikes and discard them illegallyHigher risk of accidents Improper traffic behavior (e.g. use of smartphones) is driving an increase in fatal accidents,Photos: yurouguan/iStock; JoeDunckley/iStock; tonisvisuals/iStock; 400tmax/iStock,2Bike sharing market development,Florence4)2,850 bikes,OfoMobike,500 bikes,Manchester1,000 bikesCambridge2)550 bikesLondon1)6,300 bikes,Newcastle1,400 bikes,Berlin3,500 bikesPrague300 bikes,Bergamo 500 bikes Milan3) 12,000 bikes,Paris5)5,500 bikes,Dsseldorf600 bikes,1) Ofo: 2,800 bikes; Mobike: 3,500 bikes 2) Ofo: 450 bikes; Mobike: 100 bikes 3) Ofo: 4,000 bikes; Mobike: 8,000 bikes4) Ofo: 150 bikes; Mobike: 2,700 bikes 5) Ofo: 2,500 bikes; Mobike: 3,000 bikes,Focus on Europe Expansion of Asian operators European systems mostly with dock-based,concept New market entrants, mostly from Asia, are disrupting the European market with free- floating systems Ofo and Mobike in particular have each raised sufficient funding to pursue their expansion strategy in Europe In April 2017, ofo launched its first bike sharing scheme outside Asia in Cambridge Mobike followed two months later with a scheme in Manchester Both providers have already announced that they will set up further schemes in Europe, as they see huge potential for bike sharing in Europe However, ofo recently just pulled out of several European cities to focus on the key markets,2Bike sharing market developmentFollowed by other Asian players, ofo and Mobike have intensified expansion of their business to a range of attractive European cities,Madrid170 bikes,Delft100 bikesRotterdam,Mantua300 bikesBologna1,000 bikes,Pesaro300 bikes,Tirana4,000 bikes,Sources: Press research, Roland Berger,12, Chinese bike sharing startup bluegogo filed for bankruptcy in November 2017 With 700,000 bikes, the bluegogo was the third-largest bike sharing operator in China, after Mobike and ofo Due to a recent cash shortage, bluegogo failed to pay its employees and refund users deposits, Hong Kong-based startup gobee pulled out of the French market in February 2018 The company stated that the mass destruction of its dockless bike fleet was the primary reason for the exit According to gobee, a thousand bikes had been stolen and almost 3,400 damaged nationwide,Bluegogo bankruptcyGobee exit in FranceObike vandalism in Munich, Singaporean startup Obike faced high repair costs due to damage caused deliberately to bikes in Munich The damage appeared to arise from amassive protest by Munich citizens Following its bankruptcy in July 2018, Obike ceased operations in Munich without removing its rental bikes from the city,Photos: testing/shutterstock; Antonello Marangi/shutterstock; franswillemblok/iStock Sources: Press research, Roland Berger,13,2Bike sharing market developmentAlthough the global market is growing and attracting significant funding, first movers are facing serious issuesSome of the challenges facing bike sharing operators,14,Measures taken by cities to clean up the streetsLimits on number of operators per city and fleet size per operator,Restrictions on parking locations and number of bikes per parking zone,Penalty fees for breaches of any kind,Requirement to install tracking devices on rental bikes,Immediate disposal of damaged rental bikes,2Bike sharing market developmentCity authorities have taken different measures to prevent vandalism and regulate the local bike sharing marketRegulation efforts,Photos: gionnixxx/iStock Sources: Roland Berger,15,643,2021,+20%,20,000,2019,16,000,2017,10,000,20132015Source: Press research, Roland Berger,1,270,No. of bikes in bike sharing schemes 000, Significant fundingSufficient financial means to fund expansion and development of new products, including e-bikes Enhanced connectivityBike sharing accepted as an urban transportation mode and fully integrated in multimodal offerings Changes in buying behaviorsSharing rather than owning More fragmented marketsGrowth mainly in a higher number of cities, but with a smaller customer base in Europe and US Stronger competition and regulationProgressive market consolidation and limitation on number of operators per city at the municipal levelHigher quality requirements for fleets,Market developmentForecast key rationales,Market size EUR bn1.21.8,
展开阅读全文