China's third-largest car rental company, Riccar, recently launched a “You dare to rent, I dare to send” discount campaign nationwide for a month, and once again adjusted the discount rate of this activity: From the original only new customers enjoy “rents. "One-day, one-day delivery" offers direct discount to old users.

Some industry sources pointed out that in the past "double 11", Rica car rental "11 yuan car rental" and "0 yuan car rental" activities both went into play, a substantial concession to make profits triggered the entire car rental industry price war waves. “In November, Ricardo once again offered extra discounts, apparently wanting to once again expand the price competition in the entire car rental industry.”

Related information also shows that car rental campaigns and price wars have been recognized by consumers to varying degrees. A car rental user who participated in the "rent-a-get-one-one" event of Rica's convenient car rental said: "I hope Ricardo will engage in such activities so that consumers can often enjoy real benefits."

According to the dynamic display of Rica's convenience car rental, in addition to offering the banner of “price war”, Rica Express Car Rental also accelerates the pace of offline store expansion. According to the relevant person in charge of Ricardo, Ricardo will also plan to open a new store in Sanya, Hainan, and continue to expand the “layout”.

“Traditional car rental companies are like “elephants”, and because of their “large food intake” and “heavy weight,” their expansion speed is relatively slow.” According to car rental industry sources, due to the heavy asset assets of vehicles, the company’s purchase of vehicle expansion fleets often takes up. Most of the funds for car rental companies have caused many car rental companies to face enormous financial pressure while expanding rapidly.

"Different from the heavy asset expansion of traditional car rental companies, what Rica is implementing is a "light asset" expansion and "heavy asset" operation strategy." Reka's relevant person in charge said that it is like Alibaba is "light asset" to attract businesses. To settle in, in order to expand the scale of the platform of the shop; "heavy assets" lead to flow operations to facilitate transactions, as does Ricardo's new model.

"With the rapid expansion of car rental giants such as Rica, China, and Yili, the concentration of domestic car rental brands will become higher and higher." Car rental industry experts believe that Ricardo's "Happy Valley" type of shop-opening and discount offers, Extending the price war in the car rental industry has the effect of “one arrow, two carvings”, which can both assault and occupy the market share, and can also form a “tangible” price pressure on the newly-listed Shenzhou.

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