這家美國(guó)公司用短短一年時(shí)間打開(kāi)了中國(guó)市場(chǎng)，除了市場(chǎng)需求，也可以看到Uber一直在極盡所能地調(diào)整策略，迎合中國(guó)用戶(hù)的喜好。

It only took this American company one year to open up China’s market. Market demand aside, it seems that Uber has tried literally everything to adjust its strategies in order to accommodate Chinese users.

Uber在中國(guó)火了。一面在多地被當(dāng)?shù)毓俜揭苑欠ㄟ\(yùn)營(yíng)為由進(jìn)行查處和罰款，一面又在朋友圈被刷屏。

Uber became a big hit in China. On one hand, its drivers are being pulled over and fined by transportation authorities in multiple cities as illegal operations; on the other hand, its news is everywhere on Moments of Wechat.

尤其是在“五一”前被廣州市查處，緊接著不久Uber就在深圳推出“一鍵呼叫英雄”活動(dòng)，配合熱映大片《復(fù)仇者聯(lián)盟2》，為乘客隨機(jī)安排了扮作美國(guó)隊(duì)長(zhǎng)、鋼鐵俠、綠巨人、雷神等英雄人物的司機(jī)接駕。

Especially Uber’s office was banned at Guangzhou before May 1st holidays. In short order Uber initiated a campaign “To hail a superhero” at Shenzhen in response to the popular movie Avengers 2. Passengers were randomly assigned with drivers who dressed up as superheroes like Captain America, Iron Man, Hulk, Thor etc..

與國(guó)內(nèi)類(lèi)似的打車(chē)服務(wù)軟件相比，令Uber聲名鵲起的不僅是它的低價(jià)，更是它的創(chuàng)意營(yíng)銷(xiāo)：它們?cè)谖骱瞥隽?ldquo;打船”;在后?？梢砸绘I叫到人力三輪;找工作的學(xué)生可以用Uber“一鍵叫高管”;在上海甚至可以直接“打飛的”，直接由趙又廷駕駛;春節(jié)期間可以叫來(lái)舞獅表演; 一不留神兒還能叫到開(kāi)著特斯拉的佟大為，或是微博以辛辣點(diǎn)評(píng)著稱(chēng)的時(shí)尚博主帶你看秀;在天津地區(qū)，Uber一下，相聲師傅馬上就到。這些活動(dòng)為Uber賺滿(mǎn)了眼球。

Compared to its counterparts in China, Uber attained its fame not only by its low cost, but also its innovative marketing strategies: Uber put forward a campaign of “hailing a boat” at West Lake; or to hail a pedicab at Hou Hai; students who are looking for jobs can use Uber to “hail a senior officer”; in Shanghai even “hail a helicopter drove by Youting Zhao” is available; to hail a lion dance during New Year Festival; there is also a chance you can see Dawei Tong in a Tesla come to give you a ride, or a fashion blogger whose microblogs are known for their pungency takes you to a show; in Tianjin area, you can Uber a crosstalk comedian. These campaigns have won over Uber many eyeballs.

但這家在人們印象中本該如PayPal、eBay一樣水土不服的外國(guó)企業(yè)，卻在短短一年多時(shí)間里，摸到了中國(guó)市場(chǎng)的脈搏。

This foreign company expected to get transplant rejection as Paypal, eBay nevertheless have their finger on the pulse of Chinese market in a time period of just over one year.

2010年，Uber第一輛車(chē)上路，它一開(kāi)始就是一個(gè)有成熟盈利模式的移動(dòng)互聯(lián)網(wǎng)公司。像以往所有“Copy to China”的故事一樣，Uber的模式迅速被盯上了，很快國(guó)內(nèi)就出現(xiàn)了類(lèi)似的滴滴快的、易到等等一眾創(chuàng)業(yè)公司。近期又出現(xiàn)了一波主打“拼車(chē)”概念的公司。

Uber’s first car hit the road in 2010. It started out as a mobile internet company with a mature profitable business model. Like all the other “Copy to China” stories, Uber’s mode caught attention immediately. Before long, a number of similar startups like Didi, Yidao emerged at home. Lately a wave of “Carpool-concept” companies boomed as well.

但是，跟過(guò)去那些故事不一樣的是，Uber并沒(méi)有因?yàn)?ldquo;水土不服”而在中國(guó)敗下陣來(lái)。相反，在滴滴、快的們終于扛不住“補(bǔ)貼燒錢(qián)”而合并之后，Uber開(kāi)始大力補(bǔ)貼了，并且成效非常顯著。

However, Uber adopted a different storyline than any other companies before it, it did not fail in China for its “Transplant Rejection”. On the contrary, Uber started to make good efforts compensating its drivers which was very effective while Didi and Kuaidi could not afford to “burn their cash on compensation” and later merged.

就目前的勢(shì)頭來(lái)看，Uber在中國(guó)野蠻生長(zhǎng)的速度已經(jīng)讓背靠阿里騰訊兩大巨頭的滴滴快的公司感到了壓力。他們緊急推出了狙擊Uber的產(chǎn)品，但看起來(lái)還是難以阻擋這個(gè)美國(guó)公司的擴(kuò)張。

The pace at which Uber grows madly in China have made Didi Kuai di - whose backstop is two giant companies Ali and Tencent - feel very stressful. They swiftly put forward products that could potentially kill off Uber, but it seems to be difficult to stop the expansion of the American company.

比起在國(guó)內(nèi)的各種競(jìng)爭(zhēng)，Uber面臨的“最難啃”的大概還是政府方面。“我們跟不同的政府部門(mén)都在接觸。”Uber上海地區(qū)經(jīng)理王曉峰說(shuō)，Uber跟很多城市的相關(guān)部門(mén)有過(guò)閉門(mén)會(huì)議、交流會(huì)議，和不同類(lèi)型的部門(mén)也有過(guò)溝通。另外，每個(gè)城市的汽車(chē)租賃行業(yè)其實(shí)情況也各不相同。

In comparison of all kinds of competition in China, the most tricky problem Uber faces is probably the one with government. “We are in contact of various departments of government.” Xiaofeng Wang, Uber Shanghai Area Manager said, Uber had closed-door conferences, communicational conferences with relevant authorities in many cities. Uber has also dealt with departments of various types. In addition, the situations of car rental industry can vary in every city.

今天，盡管困難重重，Uber已經(jīng)挺進(jìn)了全球300多個(gè)國(guó)家和地區(qū)。作為一家創(chuàng)業(yè)公司。它在全球每個(gè)月創(chuàng)造著超過(guò)5萬(wàn)個(gè)就業(yè)機(jī)會(huì)，一年60萬(wàn)，未來(lái)還可能更多。移動(dòng)互聯(lián)的力量強(qiáng)大迷人又令人迷惑，而社會(huì)終究會(huì)朝前走著。

Today, despite of all the hurdles, Uber has made into more than 300 countries and areas around the globe. As a startup, it is creating more than 50,000 jobs in each month, 600,000 a year, potentially more in the future. Mobile internet is robust, fascinating and confusing, but society is always moving forward.