Peluang dan Ancaman Taksi Vietnam Xanh SM di Indonesia

Summary

Shan SM, a Vietnamese taxi company, is expanding its electric vehicle-based services into Indonesia, challenging the dominance of local players like Bluebird, Grab, and Gojek. With a focus on eco-friendly electric vehicles and competitive pricing, Shan SM is aiming to carve out a niche in a market already saturated with ride-hailing services. However, it faces significant challenges, including limited infrastructure for electric vehicle charging and price sensitivity among consumers. Despite these hurdles, Shan SM’s strategy could reshape the industry by appealing to environmentally conscious customers, but its success will depend on maintaining service quality and trust.

Takeaways

• 😀 Shan SM, a Vietnamese taxi company, aims to expand in Indonesia and challenge major players like Bluebird, Grab, and Gojek with its environmentally-friendly 100% electric vehicle fleet.
• 😀 Shan SM operates electric vehicles from its own brand, Vinfast, while competitors like Bluebird still rely heavily on conventional gas-powered vehicles, with some electric options.
• 😀 The company follows an aggressive market entry strategy with a 'burn money' approach, offering incentives and competitive prices to attract customers.
• 😀 Shan SM targets a gradual expansion in Indonesia, starting with Jakarta in December 2024, followed by plans to extend to Bali and other regions in the future.
• 😀 Indonesia was chosen for its large economic potential, government support for electric vehicles, and a growing infrastructure for electric vehicle charging stations.
• 😀 Shan SM's fleet consists entirely of Vinfast VF E34 electric cars, offering a distinct advantage over Bluebird, which has a smaller proportion of electric vehicles (192 units out of thousands).
• 😀 The business model of Shan SM is based on partnerships with drivers, requiring them to pay a deposit and share profits, unlike Bluebird, which employs full-time drivers with fixed salaries and benefits.
• 😀 Shan SM offers competitive fare pricing, with initial fares of IDR 9,600 for the first kilometer, which is similar to Bluebird's but offers better rates for subsequent kilometers.
• 😀 The adoption of mobile applications for bookings is a challenge for Shan SM as it aims to expand its app-based services, similar to Bluebird's integration with third-party platforms like Gojek.
• 😀 The electric vehicle segment is a growing trend in Indonesia, but price sensitivity remains a significant barrier for consumers, especially in the face of competition from services like Grab and Gojek, which offer lower fares.
• 😀 Shan SM’s focus on sustainable transportation and reducing carbon emissions aligns with global trends but will need to overcome challenges such as limited charging infrastructure, price sensitivity, and competition from well-established companies.

Q & A

What is Shan SM and what is its main goal in Indonesia?

Shan SM is a Vietnamese taxi company that operates a fleet of 100% electric vehicles. Its main goal in Indonesia is to capture market share in the transport sector, challenging established players like Bluebird, Grab, and Gojek, by offering eco-friendly transportation solutions.

How does Shan SM differentiate itself from other transportation services in Indonesia?

Shan SM differentiates itself by exclusively using electric vehicles, offering a green and sustainable alternative to traditional gasoline-powered vehicles used by Bluebird, Grab, and Gojek. This positions Shan SM as a leader in the electric mobility space.

Why did Shan SM choose Indonesia as a market for expansion?

Shan SM chose Indonesia due to its large economic potential, high demand for transportation, and the government's support for electric vehicle adoption. Additionally, the country's infrastructure is evolving, making it an ideal market for Shan SM’s services.

What is the business model used by Shan SM for its taxi drivers in Indonesia?

Shan SM operates a partnership model where drivers must pay a deposit of IDR 3 million and an initial fee of IDR 50,000. Drivers earn revenue through a profit-sharing system, receiving 55% of the profits, but must maintain certain performance standards.

How does Shan SM’s fleet differ from Bluebird’s fleet in terms of vehicle types?

Shan SM’s fleet is entirely composed of electric vehicles, specifically the Vinfast VF E34 model, while Bluebird’s fleet still largely relies on conventional gasoline and gas-powered vehicles. Bluebird has only a small number of electric vehicles in its fleet.

What is the pricing strategy of Shan SM compared to Bluebird, Grab, and Gojek?

Shan SM uses a competitive pricing strategy, with a door-opening fee of IDR 9,600 for the first kilometer and IDR 5,800 for subsequent kilometers. In comparison, Bluebird’s door-opening fee is IDR 9,000 for regular vehicles and IDR 10,000 for electric vehicles. Grab and Gojek use dynamic pricing models influenced by demand and supply.

What are the challenges Shan SM faces in Indonesia’s taxi market?

Shan SM faces several challenges, including limited electric vehicle infrastructure, especially charging stations. Additionally, it must compete with price-sensitive consumers who are accustomed to dynamic pricing models from Grab, Gojek, and other competitors. Furthermore, the company faces the difficulty of ensuring service consistency with its partnership model for drivers.

How does Shan SM plan to address the issue of limited electric vehicle charging infrastructure in Indonesia?

Shan SM plans to collaborate with partners to build 100,000 electric vehicle charging stations over the next three years. This initiative, supported by a significant investment, aims to expand the charging infrastructure necessary for its fleet to operate efficiently in Indonesia.

How does Bluebird maintain a competitive advantage over new entrants like Shan SM?

Bluebird maintains its competitive advantage through its stable model of employing drivers with fixed salaries and incentives, which ensures consistent service quality. Additionally, Bluebird has a loyal customer base, especially in the corporate sector, and a well-established infrastructure.

What role does environmental awareness play in Shan SM’s strategy?

Environmental awareness plays a significant role in Shan SM’s strategy. The company targets consumers who are concerned about sustainability and carbon emissions. While this might not be a major factor for all Indonesian consumers yet, it positions Shan SM as a forward-thinking brand, especially for younger generations who are more eco-conscious.