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Editor’s Note: This article comes from WeChat WeChat official account FBIF Food and Beverage Innovation (ID: Food Innovation), and is reproduced by Entrepreneurial State with authorization.

Speaking of drinking tea, what comes to mind is the tea in a thermos cup for middle-aged people, the tea in grandpa’s teapot, or the tea in a teahouse?

None of the above three seems to have anything to do with young people at present.

In the eyes of many young people, drinking tea is a "traditional" and "complicated" thing, not to mention developing the habit of drinking tea (excluding young people who love tea in Fujian and Guangdong).

Undoubtedly, young people are an important consumer group at present. The "New Consumption Trends in China" jointly published by Ali Research Institute and BCG Consulting mentioned that young customers have great consumption potential, which will drive 69% consumption growth in the next five years.

So it’s 2020. How far is it between China tea with thousands of years of history and young people?

Throughout the tea industry, compared with traditional retail tea, new tea drinks such as hi tea and Naixue tea are more concerned by young people. When young people pursue new tea, to some extent, the distance between young people and tea is closer.

But it also illustrates the pain point of China tea industry:New tea makes young people drink tea, but they don’t fall in love with tea and packaged tea.

Not long ago, we saw a packaged tea in the live broadcast room in Li Jiaqi, and sold 80,000 boxes in 3 minutes. So after a survey, this packaged tea brand named CHALI Chali has sold 300 million packs of tea for six years, with a daily sales volume of over 500,000 packs and tens of millions of fans.

CHALI tea products

Image source: CHALI Chali Tmall flagship store

This data is eye-catching in the packaging tea industry in China. This can’t help but make us think: do young people really don’t like tea? Or is China Tea not ready for young consumers? How does CHALI tea make young people drink China tea?

01 Who doesn’t love China tea or young people?

There is a question worth discussing: China tea and young people, who doesn’t love who?

The popularity of new tea can already be seen. The biggest difference between the so-called new tea and traditional milk tea is that the original leaf tea is used instead of tea powder as the tea base.

It is worth mentioning that Peng Xin, the founder of Naixue’s tea, once mentioned in a public speech that in 2019, the sales of Naixue’s sugar-free pure tea was higher than that of milk-covered tea [1].

This also answers the above questions from the side.In fact, it is not that young people don’t accept tea, but that tea doesn’t accept young people.

People have been drinking tea for thousands of years in China. In the eyes of many people,Drinking tea is a daily thing, and it is also a thing that needs attention.. For example, what temperature water is used, how to wash tea, what utensils are used to make tea, how to soak it, how many times to soak it, and so on.

From the classification of tea, China tea not only has six tea series, but also has a wide variety of categories from the origin. It must take time and energy to figure this out.

But for young people, if they are not really interested, it is generally difficult to take the initiative to learn these doorways of China tea.This sets a threshold for young consumers to drink tea: what kind of tea should I buy? What kind of tea suits me? How to soak?

So, "Instead of thinking about these doorways, just buy a cup of milk tea or coffee.. "-probably is the voice of many young people don’t drink tea.

There is still a problem in the current market of China tea, which sets a threshold for young consumers-the price issue.

In a survey of 2200 young people drinking tea conducted by Tea Life in WeChat official account, one question was "Do you think the better the tea, the more expensive it is?". The results show that both people under the age of 20 and people over the age of 35 believe that the better tea does not mean that it is more expensive, and there is also the possibility of business speculation. This shows thatYoung consumers think that there are some problems in the current tea market in China, such as chaotic and irregular prices.

Young people’s attitude towards tea prices.

Image source: Tea also lives

Now, after 90 or even 00, there is an obvious feature in consumption-paying attention to cost performance, not blindly pursuing high or cheap prices, but seeing whether the price and experience match..

For young people, there are many kinds of tea itself, but the same variety has a large price range, so it is difficult for them to accurately distinguish whether the product matches the price.

From the cost performance, we can talk about products. At present, the retail tea in China is mainly bulk tea. It’s not that young people don’t like to drink loose tea, butBulk tea often has uneven quality.And young people have always been particular about product quality. Secondly, to buy bulk tea, if you want to try a variety of tea, you have to buy multiple packages/cans, which is costly.

The product innovation of retail tea is also a problem, such asFew enterprises try to match tea according to young people’s preferences.There are also homogenization problems in the varieties of fruit tea and herb tea.

Packaging is also one of the reasons why young people don’t choose tea, orAt present, young people are rarely considered in the packaging design of tea industry.. In the era of Yan value, young people have a unique taste in product packaging design, and good-looking, tonal and fashionable are all complaints. However, at present, many tea packaging does not cater to the aesthetics of young people, and still maintains the traditional design style.

How can we let young people buy if they can’t even poke the packaging?

Product problems can be attributed to the basic status quo of the whole tea industry.

One isThe level of industrialization is not highIn many places, tea enterprises are still in the form of small-scale peasant economy, and the production mode is workshop-style. From picking to making tea, the degree of human participation is high, which brings problems such as high production cost, low resource utilization rate and low efficiency of production and processing.

The second isLow degree of standardization.Product standardization is not only reflected in the form of prefabricated packaging, but also in the standardization of planting and production, transportation and storage, as well as the standardization of taste and flavor. Without standardization, how to ensure the quality of each piece of tea is consistent?

The third isSupply chain problem. The common full supply chain mode is that growers provide tea raw materials to processors, and processors (including packaging) sell them to consumers in wholesale and retail modes. Few enterprises can cover the whole supply chain. If there is no full supply chain model, it is very likely that downstream demand will be strong, upstream production will not keep up, or upstream overcapacity and downstream inventory backlog will occur.

At present, many people still rely on friends’ recommendation to buy tea, or go to a tea shop to try it.Brand is not the primary factor for consumers to choose.

This is because the branding of tea in China is not enough. There are several reasons: first, some varieties are limited by the origin and production capacity, and the brand development is also limited; Second, because many brand employees, most of them used to be traditional tea gardens or teahouses, lack experience in making modern consumer goods.

There are fewer brands, and there are fewer brands for young people.

When young people can’t tell the difference between good and bad tea and the price of tea, brand means quality.. Therefore, the lack of brands is also one of the manifestations that the tea industry does not accept young people.

02

On average, 500,000 packs of tea are sold every day. How can "young people fall in love with drinking tea" in tea?

These four problems in the tea industry can easily shut young people out.

CHALI Tea, which sells 500,000 packs of tea per day and 6 packs of tea per second, hopes to try to solve these problems from the aspects of products, supply chain and brand, so as to make young people fall in love with China tea.

It is worth mentioning that slogan in CHALI tea is "BE A TEA FAN (this generation fell in love with this bag.）”。 This generation is young people, and this bag refers to teabags. CHALI Tea takes letting young people fall in love with China Tea as the core of the brand.

In the first step, CHALI tea chooses to use teabags to cut into the track where young people drink tea, and its core product is the original leaf triangle teabag.

Teabag originated in the west. Since Lipton entered China in 1992, teabag has opened the China market.

Nowadays, teabags have become an important part of tea consumption in the world. As far as the proportion of tea bag consumption in the total consumption of tea products is concerned, the world average level is 23.5%, and the consumption of tea bags in developed countries in Europe and America is obviously higher than the world average level, 80% in Europe and 90% in the United States and Britain [2].

CHALI tea triangle teabag

Image source: CHALI Chali Tmall flagship store

By contrast,The consumption level of teabags in China is only 4%.. According to the 2016 China Tea Bag Market Research Report released by Ai Media Consulting, the size of China’s tea bag market in 2016 was about 6 billion.It is estimated that by 2020, it will exceed 35 billion yuan., the market potential is huge [2].

Compared with the traditional bulk tea in China, teabags are more convenient and simple to drink, and only need to add water, which lowers the threshold for young consumers to drink tea and makes them feel that drinking tea itself is not complicated. At the same time, the convenience of teabags brings the diversity of consumption scenes.

Teabags in CHALI tea, for example, have different combinations of flavors, which reduces the cost for young consumers to try different kinds of tea.

Young consumers pay attention to the quality of tea, and the most intuitive expression is whether it is good or not.. In an interview with FBIF, CHALI Tea said that "delicious" is an important standard for the research and development of products in CHALI Tea.

In order to meet this standard, if the international evaluation standard of CTC red broken tea bags is far from meeting the needs of consumers, CHALI Tea has established a unique "CFDS four senses evaluation system", which controls the quality through smell, taste, feeling and vision, and each sense will be further divided into more than five evaluation standards. It can be said that each model will stand the 21-fold test.

Illustration packaging in CHALI tea

Image source: CHALI Chali Tmall flagship store

In terms of products, the core product of CHALI tea is the original leaf triangle tea bag, which includes three kinds of fruit tea, scented tea and health tea. Peach Oolong in fruit tea is especially popular among young people, and it is the best-selling product in its Tmall flagship store, with a monthly sales of 70,000+. In the buyer’s evaluation, many consumers said that "you can smell the aroma of peaches when you open them", "the combination of peaches and oolong tastes just right", "you can see clear peach particles and complete tea", "high value" and "easy to brew".

CHALI tea peach oolong

Image source: CHALI Chali Tmall flagship store

As mentioned above, China tea faces the problem of standardization, and the solution in CHALI tea is to establish a grading system. The standardized grading system in CHALI tea includes tea garden grading, picking grading, making grading, finishing grading and tea grading.

Teabag is actually a way to solve the problem of low standardization and industrialization of tea industry.. The shape of teabags determines that they depend on machine processing, and the promotion of industrialization also means that standards need to be established. In CHALI Tea, six famous teas in China are used to complete a teabag in 33 processes, and the establishment of teabag industry standards is explored.

On the issue of supply chain, CHALI Tea hopesCreate a flexible supply chain with sufficient capacity and comprehensive channels..

The upstream of the supply chain is divided into tea planting, R&D and production. CHALI Tea has 7 tea garden bases in China, and the tea is directly supplied from the producing area. In research and development, we have jointly established a national food and beverage research institute with Otsuka Food in Shanghai and a CHALI tea laboratory with the Tea Research Institute of Guangdong Academy of Agricultural Sciences. The Nansha headquarters base in CHALI Tea House covers the trinity of production center, R&D center and International Tea College.

Base of CHALI tea garden

Image source: official website in CHALI Tea

In the middle and lower reaches of the channel, CHALI tea has formed a channel network combining B-end and C-end:Online whole network sales, B-end big customers, supermarkets+convenience stores, retail experience stores..

At present, CHALI Tea has settled in 10 B2C online platforms such as Tmall, JD.COM, Youzanwei Mall and Xiaohongshu. Last year’s Double Eleven, CHALI Tea was listed as the Tmall Food Million Club, ranking first in herb tea category for four consecutive years. In B2B, CHALI Tea has expanded to hotels, airlines, tourism and corporate office channels.

New retail is an important layout in CHALI tea in recent years. CHALI Tea Store has opened retail tea experience stores in Guangzhou, Changsha, Wuhan and Hong Kong to let more young people contact CHALI Tea Store. The day before yesterday, the tenth store in CHALI Tea was officially opened in Chongqing. In addition, CHALI Tea also has Tmall Smart Store and JD.COM Digital Store.

CHALI Cha Li Chongqing Store Opened

Image source: CHALI Tea Official Weibo

These channels are closer to the daily consumption habits of young people than the traditional sales channels of China tea, such as teahouses, tea shops or brand tea shops.

Young people are most interested in marketing for FMCG. CHALI Tea uses popular "tricks" that young people like in brand building and marketing. I hope.Gradually change the stereotype of many young people about the "tradition" of China tea.

For example, the figure in CHALI Tea appeared in the live broadcast of Li Jiaqi. CHALI tea told FBIF,Live broadcast development to seize virtual shelvesBoth traditional e-commerce companies such as Taobao and JD.COM, social e-commerce companies in Pinduoduo, and entertainment e-commerce companies in Tik Tok and Aauto Quicker are traffic portals for young people, covering people in first-and second-tier cities and people in third-and fourth-tier cities.

CHALI tea appeared in the live broadcast room of Li Jiaqi.

Image source: Taobao live screenshot

In addition, CHALI Tea has cooperated with many brands, such as Southern Weekend, Shuke, Marubi, Lamian Noodles Shuo and other cross-border brands. Last year, we also launched a joint customized Tea bag with Black Tea Bejian Toothpaste, and launched a challenge activity of "Tea takes a small mood" in Tik Tok, with a total of 130 million plays.

CHALI chali x black chabeijian custom-made tea bag

Image source: CHALI Tea Official Weibo

CHALI Tea also co-branded the popular movie IP, for example, it once launched a customized suit of the movie to the sky kingdom and Better Days.

From making teabags, retail system and brand marketing in CHALI tea, we can see that the style of CHALI tea is to make China tea into fast-moving consumer goods. CHALI Tea also said in an interview with FBIF that,I hope CHALI Tea will become the leader of China tea fast-moving products, which is equivalent to Nestle in coffee.Use FMCG to promote the development of tea industry and capture young people.

03

How many reasons does it take for young people to fall in love with China tea?

CHALI tea provides a reference for the rejuvenation of China tea from a practical point of view, and we hope to make a conclusion: How many reasons do young people need to fall in love with China tea?

1, more convenient, more choices

The product is the key. The success of teabag is obvious whether it is in CHALI tea made in China or Lipton from abroad. In the past, consumers had the impression that tea bags were cheap and of poor quality, but now we see that tea bags are just a form that allows people to drink tea more quickly, without affecting the quality of tea.

Besides teabags, what other convenient tea categories may appear in the future?Tea with quantitative packagingIt is a direction, and it is only necessary to add water, without considering the steps of washing tea and how to brew it.

The taste of tea can also be innovated, but it mainly refers to blending tea. The taste of pure tea comes from quality assurance.

Some young people may not like to drink original tea, and mixed tea with fruity or floral fragrance is more attractive to them. Although there are too many fruit teas and herb tea on the market, there is still room for innovation.What kind of fruit, what kind of flowers and plants, and the proportion of matching can be improved by combining consumer research.You can also learn from foreign products.

2, more scenes, let young people drink tea can also become a habit.

Nowadays, when making fast-moving consumer goods, we all pay attention to the combination of "people and goods yard", and the proportion of scene consumption is increasing, which is also the place where China tea needs to make great efforts to innovate.

In a survey of 2200 young people drinking tea conducted by Tea Life in WeChat official account, they were asked the reasons why they didn’t like drinking tea. "It is inconvenient to drink at work and study" is one of the important reasons. This shows that young people have a demand for drinking tea, but the China tea in the market is lacking in this respect.

Investigation on the reasons why young people don’t like drinking tea.

Image source: Tea also lives

Scene consumption is first related to the category of tea, which has been mentioned above. In addition to teabags, instant tea is also the development direction of convenient tea drinking in the future.

Scene consumption focuses on the matching of products and scenes.. For example, the student party wants to drink some tea with remarkable refreshing effect when studying in class, and the working party wants to have some health-preserving tea at home on weekends. It is worth mentioning that CHALI Tea launched "Daily Tea" last year, focusing on drinking different teas at different times and in different scenes every day.Refresh yourself in the morning, relieve boredom after meals, and refresh yourself in the afternoon.Three bags a day and 21 bags a week are all in one box.

CHALI cha Li mei ri cha

Image source: CHALI Tea Official Weibo

The more subdivided the scene, the better it can meet people’s needs. At the same time,Over time, it can also cultivate young people’s habit of drinking China tea.

3. Tea culture can also be young.

Young people don’t drink tea, which is related to tea culture?

Maybe it does have something to do with it. The tea culture in China is extensive and profound. Although most young people don’t know much about it, they are at least in awe. This awe may have developed into a "stay at a respectful distance from China tea".

Looking at the current China tea, some brands will add traditional and illusory explanations such as "Zen" and "Tea Ceremony" to their products.It seems to promote tea culture, but in fact it has established a gap with young people..

The spread of tea culture needs the way of young people. For example, based on tea products, combine the big V that young people like to popularize tea knowledge and interact with young people’s communication methods.

It is worth mentioning that the cultivation of tea aesthetics is the key to the popularization of tea knowledge.. Q&A in Zhihu: "Is the reason why young people don’t drink tea a problem of product experience or cultural identity?" User Chen Jie’s answer points out the internal problems of the tea industry.

"There is a major called Tea Studies in China University, which has established a very complicated knowledge and culture system. However, due to the complexity of the research, practitioners gradually forget the lowest level of tea, that is, the aesthetic education on the taste of tea.Ignoring the cultivation process of the most intuitive sensory experience makes us fall in love with tea in the dimension of spiritual understanding, but unable to perceive tea from the perspective of physical aesthetics.. "

04

tag

Tea does not only mean tea ceremony and tea culture, but also a drink.Middle-aged people drink it, young people drink it, Chinese drinks it, foreigners drink it, the so-called middle class drinks it, and ordinary people drink it.

The problem of "making young people fall in love with China tea" that we are discussing today is not only that China tea industry wants to capture young consumers, but also in this process.Tea enterprises should make changes, solve the current problems and promote the development of tea in China.Let China tea go to the world.

This article (including pictures) is reproduced by the cooperative media and does not represent the position of the entrepreneurial state. Please contact the original author for reprinting. If you have any questions, please contact editor@cyzone.cn.

Wen/Yangcheng Evening News All Media Reporter, Yan Yiwen, Wang Man, Intern, Li Yushan

In recent years, Guangzhou has significantly improved the quality of industry services by adjusting the taxi fare structure, actively promoting the revision and improvement of industry management regulations, promoting industry informatization construction, and strengthening industry supervision. In 2020, the monthly average of industry service quality complaints dropped from the previous peak of more than 2,000 to about 500.

Recently, the Yangcheng Evening News all media reporters interviewed the Guangzhou Municipal Passenger Transport Management Office (hereinafter referred to as the "Municipal Passenger Management Office") and cruise taxi companies, detailed the key moves to improve the service quality of cruise taxis in Guangzhou, and deeply excavated the forces behind the image improvement of the taxi industry.

The service quality of Guangzhou cruise taxis has been improved, and the interviewees provided pictures

Tariff structure adjustment to increase driver income

In 2014, problems such as a significant decrease in driver income in the rental industry, the suspension of vehicle production, and the unreasonable freight structure gradually became prominent, followed by a decline in the service quality of the cruise taxi industry. "In the past, a driver’s monthly revenue was about 7,000-8,000 yuan, but in 2015, the monthly revenue was only about 4,000 yuan, and the income was reduced by half." Lin Le, head of the taxi management section of the Guangzhou Passenger Transport Management Office, told the Yangcheng Evening News in an interview with all media reporters that improving the driver’s operating environment and increasing driver income can improve the service quality of the industry.

The unreasonable fare structure is one of the important reasons for the decline in the service quality of the Guangzhou taxi industry. Cruise taxi operating prices include starting price, freight per kilometer, congestion waiting time fee, night service fee, etc. Before the adjustment of the fare structure, the starting price of Guangzhou taxis was 10 yuan, and there was no night service fee. The long-distance return mileage was 35 kilometers, and the waiting time fee was less. "The waiting time fee for 1 hour is only 26 yuan, so drivers are unwilling to go to congested and remote places, and they are unwilling to provide service at night." Lin Le analysis.

In 2018, Guangzhou proposed a taxi price adjustment plan, which was fully implemented in June of the same year. The starting price was adjusted from 10 yuan to 12 yuan; the renewal price was 2.6 yuan per kilometer for the part exceeding 3 kilometers; the congestion waiting time fee was increased to 44 yuan per hour; night service fees were added, and 30% of the renewal price was charged; the return mileage was 50% of the renewal price from the original 35 kilometers, 20% of the renewal price from 15 kilometers to 25 kilometers, and 50% of the renewal price for more than 25 kilometers.

Xie Weicai, manager of the market operation department of Guangzhou Baiyun Taxi Group Co., Ltd., experienced the industry changes before and after the price adjustment. He told reporters: "After the adjustment of the freight structure, the income level of taxi drivers has improved, and the overall service quality and service level of taxis have been significantly improved, achieving the expected effect." The reporter learned that after the adjustment of the freight structure, the monthly revenue of bicycles (double shifts) can increase by about 3,500 yuan, and the monthly income of a cruise taxi driver can increase by about 1,500 yuan.

The statistics of the Municipal Passenger Management Office show that within one year after the adjustment of the freight structure (June 2018-May 2019), the monthly average number of complaints about the service quality of the industry (1462 cases) decreased by 19% compared with the previous year (the average number of complaints in the previous year was about 1800 cases), the service quality of the industry gradually improved, and the total number of complaints about the service quality of the industry decreased month by month.

New in-vehicle intelligent end points regulate driver behavior

The new management regulations are implemented to clarify corporate management responsibilities

The improvement of the service quality of the Guangzhou taxi industry is inseparable from the standardization of relevant laws and regulations. In August 2019, the "Regulations on the Administration of Passenger Transport of Cruise Taxi Vehicles in Guangzhou" (hereinafter referred to as the "Regulations") were promulgated and officially implemented on November 1 of the same year. "The original" Regulations on the Administration of Passenger Transport of Taxi Vehicles in Guangzhou "came into effect in 2009 and are no longer suitable for the development and management needs of the industry. The new regulations combine the actual development of society and the industry to further strengthen the management responsibility of enterprises and require enterprises to bear the main responsibility." In Lin Le’s opinion, the amendments to the regulations have clarified the driver’s behavioral norms and obligations, which has effectively stimulated the vitality of market operation.

The reporter combed through the "Regulations" and found that the content of the regulations has further strengthened the implementation of the main responsibility of enterprise management. Among them, it is clear that if a driver violates laws such as refusing to load, bargaining, etc., while punishing the driver, the responsibility for poor management of the enterprise will be investigated. For example, if a vehicle belonging to an enterprise violates laws such as refusing to load, bargaining, detouring, and illegal operation by unqualified personnel, according to the standard of "more than five times in two consecutive months and exceeding 6% of the total number of cruising taxis of the enterprise", the enterprise will be fined 30,000 yuan and less than 100,000 yuan.

In addition, the new regulations strengthen the accountability of drivers for violations of the law. It is clear that for violations such as refusing to load, detouring, and chasing passengers halfway, the fine will be increased by 1,000 yuan; for those who refuse to accept inspection violations, the "warning treatment" will be changed to "warning and fine"; drivers who commit multiple violations will have their professional qualifications revoked.

After the promulgation of the "Regulations", the service quality of cruise taxis in Guangzhou has been further improved. According to the statistics of the Municipal Passenger Management Office, the overall complaint volume in 2019 remained at around 1,000-1,100 per month. From August 2019 to January 2020, the average monthly service quality complaints of the industry have dropped to 797, returning to the better service level of the industry during the Asian Games held in Guangzhou in 2010.

"It should be noted that the complaint structure has changed since 2020. In 2020, complaints about refusal to load dropped by 77% year-on-year, and complaints about bargaining dropped by 82% year-on-year." Lin Le said that the proportion of complaints about driver refusal and bargaining has dropped significantly, and complaints are mainly concentrated on service attitudes caused by poor communication between drivers and passengers.

Improve vehicle hardware and strengthen information supervision

"The supervision of violations by the competent authorities has been continuously strengthened; the management system of various taxi enterprises (reward and punishment mechanism), taxi equipment, video end points have been continuously improved; changes in the market environment, taxi drivers have gradually realized the importance of quality service, etc. These are all important factors for the improvement of service quality in Guangzhou taxi industry in the past five years." Xie Weicai said of the reasons for the improvement of the service image of Guangzhou taxi industry.

Driving without professional qualifications, carrying passengers without meters, smoking while driving, chatting on WeChat and watching videos on mobile phones… In recent years, Guangzhou has promoted the application of new on-board intelligent end points, and fully implemented audio & video surveillance. Taxi drivers’ uncivilized and irregular driving behavior is invisible in the face of new intelligent end points.

It is understood that the new vehicle intelligent end point is equipped with a high definition display screen, four high definition cameras and other equipment, which can perform human behavior analysis and AI visual recognition analysis on the driver’s behavior, and send relevant pictures and videos to the "car captain" APP, enterprise managers can correct the driver’s illegal behavior in time according to the information obtained.

The intelligent end point can also identify the driver’s uncivilized and irregular behavior. If the driver is tired driving, leaves the steering wheel with both hands, or does not look straight ahead with both eyes for a long time, the car will remind "for your driving safety, please do not drive tired." If the driver smokes in the car, looks at the mobile phone, does not wear a seat belt or deliberately blocks the camera, screenshots will be transmitted to the background in real time, and enterprise managers can see the driver’s detailed personal information and violations on the background APP. "The use of new vehicle intelligent end points, the improvement of vehicle imaging equipment, and the popularization of information monitoring systems have comprehensively enhanced the service image of the industry and enhanced the public’s riding experience," Xie Weicai said.

Since 2015, the Guangzhou taxi industry has begun to promote the application of technical means. At present, about 20,000 cruise cars in the urban area have all achieved full coverage of the new vehicle intelligent end point. Through the use of information technology means, the whole process of supervision of the service quality of operating vehicles and drivers has been realized.

In terms of improving vehicle hardware, Guangzhou uses 100% new energy vehicles in the renewal or addition of cruise cars through policies such as capacity index incentives and vehicle purchase subsidies. In November 2020, Dongfeng Qichen Company donated 4,000 sets of fully enclosed floor mats in the car to the Guangzhou Taxi Association to solve the current problems of worn floor mats and curling in some cruise taxis, and greatly improve the hygiene in the car.

"Enterprises can make more efforts to improve their service image. For example, by strengthening the service quality assessment of drivers, through the assessment of driver service quality, the better the service, the higher the driver’s income, and the goal of rewarding diligence and excellence." Xie Weicai said that in the future, Guangzhou Baiyun Taxi Group Co., Ltd. will further strengthen the daily service supervision of taxis. Through information management methods such as taxi video monitoring and intelligent end points, it will strengthen the supervision of taxi drivers’ clothing, hygiene and disinfection, and standardize service. Improve taxi service quality.

Precision strikes are not soft, and high-pressure law enforcement has achieved remarkable results

Guangzhou taxi market operation order has improved significantly, bargaining, refusal complaint rate has dropped significantly, but also thanks to the transport sector to actively explore and innovate law enforcement methods.

In April 2016, the municipal traffic law enforcement department set up an electronic law enforcement room to carry out pilot work in the area around the Tianhe passenger station. By setting up high definition cameras on the strictly regulated road section, taxis are dynamically monitored 24 hours a day. As long as there are violations such as bargaining refusal and illegal waiting for passengers to pick up passengers, they will be "recorded". After the implementation of electronic law enforcement for one month, the number of illegal taxis caught in the area decreased by 70% month-on-month.

"Taxi violations have the characteristics of instantaneous and occasional. During the investigation, it is difficult for both drivers and passengers to obtain evidence, and the efficiency of human road inspection alone is low." Law enforcement officials said that the addition of scientific and technological means has greatly improved the efficiency of law enforcement and has a greater deterrent effect on illegal drivers. In November 2018, the municipal traffic law enforcement department further optimized big data law enforcement. Taking Baiyun Airport as a pilot, it integrated on-board video, satellite positioning, electronic monitoring, bayonet data and other technical resources to form a new model of "big data analytics + off-site law enforcement", so that violations can be followed. Since the Spring Festival of 2019, this model has been promoted and applied in areas such as East Railway Station and Tianhe Passenger Station.

Off-site law enforcement is not affected by factors such as location, time, and weather. Even if law enforcement officers are not on site when the violation occurs, they can still screen and collect evidence through big data afterwards. The supervision scope is wide, the seizure efficiency is high, and it also solves the problem of complaints "difficult to collect evidence" very well.

According to statistics, in 2020, the municipal traffic law enforcement department investigated and dealt with a total of 4,553 cases of various types of taxi violations, of which 3,516 were filed by off-site law enforcement, accounting for 77.2% of the total number of cases filed in the year. In addition, from January to November 2020, 4,967 complaints about the quality of service in the industry were accepted, a decrease of 57.43% year-on-year. "As long as the driver has violated the regulations, the basic investigation is accurate, and the number of drivers who take chances with violations has decreased significantly," the law enforcement official said.

In addition to strengthening pavement inspections and increasing investment in science and technology, the municipal traffic law enforcement department has also adopted measures such as safety production law enforcement, administrative interviews, and industry notifications. Since the implementation of the Regulations, the municipal traffic law enforcement department has conducted 25 law enforcement interviews with taxi enterprises and filed 414 cases. Since 2019, a total of 56 safety production law enforcement inspections have been carried out on taxi enterprises, and 39 cases have been filed according to the "Production Safety Law of the People’s Republic of China".