阿里大消费平台带动飞猪租车强劲增长 88VIP下单用户规模扩大40%

作者：龚作仁文章来源：Laborer

2026-03-27 17:21

作者：龚作仁文章来源：Laborer

2026-03-27 17:21

邦小白快读

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飞猪租车业务增长强劲，用户消费趋势向品质化转变，提供实用服务信息。

1. 业务增长数据：过去一年飞猪租车预订量同比增长近60%，用户数增长40%，得益于阿里大消费平台支持；新能源车订单量大增超70%，珠三角和长三角地区占比超40%，SUV车型受欢迎。

2. 用户消费趋势：年轻用户追求品质化，日均租车价提升近10%，88VIP用户规模扩大40%，日均价提升15%，复购率高出10%；消费频次增加，从工具型转向生活方式型。

3. 服务实操干货：飞猪推出“舒心租”服务，无增项费用，取车前免费取消，车损免赔保障；针对高峰期如国庆春节，提升赔付标准；线下门店取还车耗时减半，订单量增70%。

4. 未来计划：2026年飞猪将加大AI应用，如AI导购、AI验车工具，帮助用户快速匹配需求；清明假期租车预订量同比增45%，自驾游市场升温。

租车行业消费趋势和品牌营销机会显著，新能源车需求旺盛。

1. 消费趋势观察：用户行为向品质化转变，日均租车价提升10%，90后用户占比近50%，05后订单量翻倍增长；偏好新能源车、房车等特色产品，打卡美食影综内容倾向明显。

2. 品牌营销案例：飞猪联合汽车主机厂发起“明星自驾团”活动，每场直播观看人次近百万；推出网红车型“尝鲜卡”、新能源车次卡等新品，累计售出7万件；与长安凯程合作定制背驼车，兼顾房车空间与皮卡乐趣。

3. 产品研发启示：新能源车型数量快速增长，订单占比超40%，中大型SUV受自驾游爱好者青睐；差异化服务如小伤免赔受青睐，飞猪计划倾斜流量资源。

4. 渠道建设：阿里大消费平台交叉导流显著，机票酒店等品类用户订单占比超50%，2026年将加大生活服务场景导流。

飞猪提供增长机会和扶持政策，帮助商家应对内卷风险。

1. 增长市场与机会：租车预订量同比增60%，用户数增40%；新能源车订单增超70%，珠三角长三角占比超40%；清明假期预订量增45%，自驾游需求上升；交叉销售如接送服务订单占比超50%。

2. 合作与扶持政策：飞猪倾斜流量和营销资源给差异化服务商品，如品质新车；推出AI工具如导购、验车、参谋，降低获客和运营成本；2026年计划加大获流拓客投入。

3. 风险与应对：行业面临低价内卷和劣质服务风险，飞猪通过商品多样化、信息透明化、推荐智能化破局；高峰期如春节提升无车赔付标准，保障用户需求。

4. 可学习商业模式：创新探索如租车次卡新品售出近7万件，“舒心租”服务订单持续增长；线下门店取还车订单增70%，耗时减半。

租车行业需求推动产品设计和数字化机会，新能源车成重点。

1. 产品生产需求：新能源车供需两旺，订单量同比大增超70%，热门城市车型数量快速增长；中大型SUV受自驾游用户喜爱；定制车型如飞猪与长安凯程推出的背驼车，兼顾空间与驾驶乐趣。

2. 商业机会：珠三角长三角新能源车租车订单占比超40%，年轻用户偏好特色产品；飞猪联合商家推出新品如房车次卡，累计售出7万件；清明假期预订增45%，自驾游市场扩大。

3. 数字化启示：飞猪将AI深入融合经营，推出AI导购、AI验车工具，帮助降本提效；信息透明化策略，更充分展现车型服务特色。

4. 电商推进：阿里大消费平台带动增长，淘宝租车预订量增近60%；线下门店落地，取还车效率提升。

行业趋势和新技术解决方案应对客户痛点，AI应用突出。

1. 行业发展趋势：租车业务强劲增长，预订量增60%；消费向品质化转变，日均价提升10%，年轻用户如05后订单翻倍；新能源车需求旺，订单增超70%。

2. 新技术应用：飞猪2026年将推出AI工具如AI导购、AI验车、AI经营参谋，深入用户搜索和商家经营，降低获客成本；推荐智能化策略，帮助用户快速匹配体验。

3. 客户痛点与解决方案：行业面临低价内卷和劣质服务问题，飞猪通过商品多样化、信息透明化破局，如“舒心租”服务保障车损免赔；针对无车风险，高峰期提升赔付标准。

4. 服务创新：线下门店取还车耗时减半，订单增70%；交叉导流模式，生活服务场景订单占比超50%。

平台策略聚焦招商和运营管理，规避风险提升效率。

1. 平台最新做法：飞猪从商品多样化、信息透明化、推荐智能化三方面入手，帮助商家跳出价格比拼；2026年加大投入获流拓客、提升服务品质，如AI经营提效工具。

2. 招商与运营管理：倾斜流量和营销资源给差异化服务商品；借势阿里大消费平台交叉导流，日常消费场景订单占比超50%；线下门店落地，取还车效率提升，订单增70%。

3. 商业需求与问题：商家需破内卷风险，飞猪提供扶持如AI工具降成本；用户需求品质化，平台通过“舒心租”等服务保障，高峰期无车赔付标准提升。

4. 风向规避：防止劣质服务破坏形象，飞猪打造差异化新品如租车次卡；清明假期预订增45%，平台需应对高峰需求。

产业新动向揭示商业模式转变，内卷问题引发策略启示。

1. 产业新动向：租车消费从工具型向生活方式型转变，频次增加，品质追求提升；新能源车供需两旺，订单增超70%，年轻用户如90后占比50%，05后订单翻倍。

2. 新问题与启示：供给侧低价内卷与市场需求背道而驰，飞猪策略如商品多样化破局；差异化服务如“舒心租”保障车损免赔，提供政策参考。

3. 商业模式分析：飞猪通过交叉销售（接送服务订单占比超50%）、创新产品（如背驼车、次卡新品售出7万件）收获价值增长；2026年计划整合AI工具提升效率。

4. 数据与案例：业务增长数据如预订量增60%，用户数增40%；案例包括明星自驾团直播观看近百万人次，线下门店取还车耗时减半。

声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

Fliggy's car rental business shows strong growth, with users increasingly prioritizing quality, offering practical service insights.

1. Business Growth Data: Over the past year, Fliggy's car rental bookings surged nearly 60% year-over-year, with user numbers up 40%, supported by Alibaba's broad consumer platform. New energy vehicle (NEV) orders jumped over 70%, with the Pearl River Delta and Yangtze River Delta regions accounting for over 40% of bookings; SUVs are particularly popular.

2. User Consumption Trends: Younger users are driving a shift toward premium experiences, with average daily rental rates rising nearly 10%. The 88VIP membership base expanded 40%, with a 15% increase in average daily spending and a 10% higher repurchase rate; usage is evolving from utilitarian to lifestyle-oriented.

3. Service Practicalities: Fliggy launched its "Worry-Free Rental" service, featuring no hidden fees, free pre-pickup cancellations, and damage waivers. During peak periods like National Day and Spring Festival, compensation standards were raised. Offline store pickup/return times were cut in half, boosting orders by 70%.

4. Future Plans: By 2026, Fliggy will enhance AI integration, such as AI shopping guides and vehicle inspection tools, to quickly match user needs. Bookings for the Qingming holiday increased 45% year-over-year, indicating a warming self-drive travel market.

The car rental industry shows significant consumption trends and brand marketing opportunities, with strong demand for new energy vehicles.

1. Consumption Trend Observations: User behavior is shifting toward quality, with average daily rental rates up 10%. Post-90s users comprise nearly 50% of the base, while post-05s orders doubled. Preferences lean toward NEVs, RVs, and themed products, with clear inclinations for food, film, and entertainment-related content.

2. Brand Marketing Cases: Fliggy partnered with automakers for "Celebrity Self-Drive Tours," attracting nearly a million views per livestream. It launched novelty products like "Trial Cards" for popular models and NEV multi-use cards, selling 70,000 units cumulatively. A collaboration with Changan Kaicheng produced custom camper vans blending RV space with pickup truck versatility.

3. Product Development Insights: NEV model availability is growing rapidly, representing over 40% of orders. Mid-to-large SUVs are favored by road trip enthusiasts. Differentiated services like minor damage waivers are popular, with Fliggy planning to allocate more traffic resources to them.

4. Channel Development: Cross-platform traffic from Alibaba's consumer ecosystem is significant, with over 50% of orders coming from users in travel-related categories like flights and hotels. By 2026, Fliggy will increase integration with lifestyle service scenarios.

Fliggy offers growth opportunities and support policies to help merchants mitigate market saturation risks.

1. Growth Markets & Opportunities: Car rental bookings rose 60% year-over-year, with users up 40%. NEV orders increased over 70%, with the Pearl River Delta and Yangtze River Delta regions contributing over 40% of volume. Qingming holiday bookings grew 45%, reflecting rising self-drive demand. Cross-selling, such as shuttle services, accounts for over 50% of related orders.

2. Cooperation & Support Policies: Fliggy prioritizes traffic and marketing resources for differentiated service offerings, like premium new vehicles. It introduced AI tools for shopping guidance, vehicle inspection, and operational analytics to reduce customer acquisition and operational costs. By 2026, it plans increased investment in customer acquisition.

3. Risks & Countermeasures: The industry faces risks from price wars and subpar service. Fliggy addresses this through product diversification, information transparency, and smart recommendations. During peak seasons like Spring Festival, it raised compensation standards for vehicle unavailability to safeguard user demand.

4. Learnable Business Models: Innovations like rental multi-use cards sold nearly 70,000 units, while the "Worry-Free Rental" service sees sustained order growth. Offline store pickup/return orders increased 70%, with processing time halved.

Car rental demand drives product design and digital opportunities, with NEVs as a key focus.

1. Product Production Needs: NEVs show robust supply and demand, with orders surging over 70% year-over-year. Model availability in popular cities is growing rapidly. Mid-to-large SUVs are preferred by self-drive tourists. Custom models, like the camper van developed with Changan Kaicheng, balance space and driving enjoyment.

2. Business Opportunities: NEV rentals in the Pearl River Delta and Yangtze River Delta account for over 40% of orders, with young users favoring specialty products. Fliggy and merchants launched new products like RV multi-use cards, cumulatively selling 70,000 units. Qingming holiday bookings rose 45%, indicating an expanding self-drive market.

3. Digital Insights: Fliggy is integrating AI into operations, introducing tools for guided shopping and vehicle inspection to cut costs and improve efficiency. Transparency strategies better showcase vehicle and service features.

4. E-commerce Advancement: Alibaba's consumer platform fuels growth, with Taobao car rental bookings up nearly 60%. Offline store implementation has enhanced pickup/return efficiency.

Industry trends and new technology solutions address client pain points, with AI applications standing out.

1. Industry Development Trends: Car rental business is growing robustly, with bookings up 60%. Consumption is shifting toward quality, with average daily rates rising 10% and orders from young users (e.g., post-05s) doubling. NEV demand is strong, with orders increasing over 70%.

2. New Technology Applications: By 2026, Fliggy will roll out AI tools for shopping guidance, vehicle inspection, and operational analytics, deepening integration into user search and merchant operations to lower customer acquisition costs. Smart recommendation strategies help users quickly match experiences.

3. Client Pain Points & Solutions: The industry grapples with price wars and poor service quality. Fliggy addresses this through product diversification and information transparency, such as the "Worry-Free Rental" service offering damage waivers. For vehicle unavailability risks, it raised compensation standards during peak periods.

4. Service Innovation: Offline store pickup/return times were halved, increasing orders by 70%. Cross-platform traffic models see lifestyle service scenarios contributing over 50% of orders.

Platform strategies focus on merchant recruitment and operational management to mitigate risks and boost efficiency.

1. Platform Latest Practices: Fliggy addresses merchant challenges through product diversification, information transparency, and smart recommendations, helping avoid pure price competition. By 2026, it will increase investment in customer acquisition and service quality, such as AI-powered efficiency tools.

2. Merchant Recruitment & Operations: Traffic and marketing resources are prioritized for differentiated service offerings. Leveraging Alibaba's consumer platform, cross-platform traffic contributes over 50% of orders from daily consumption scenarios. Offline store rollout has improved pickup/return efficiency, boosting orders by 70%.

3. Business Needs & Issues: Merchants need to overcome market saturation risks; Fliggy provides support like AI tools to reduce costs. As users demand higher quality, the platform ensures service guarantees through "Worry-Free Rental" and raised compensation for vehicle unavailability during peak times.

4. Risk Mitigation: To prevent subpar service from damaging reputation, Fliggy develops differentiated products like rental multi-use cards. With Qingming holiday bookings up 45%, the platform must manage peak demand effectively.

Industry developments reveal business model shifts, with market saturation issues prompting strategic insights.

1. Industry New Directions: Car rental consumption is transitioning from utilitarian to lifestyle-oriented, with increased frequency and quality pursuit. NEVs show vigorous supply and demand, with orders up over 70%. Young users, including 50% from the post-90s cohort and doubled orders from post-05s, are key drivers.

2. New Problems & Insights: Supply-side price wars conflict with market demand for quality. Fliggy's strategies, like product diversification, offer solutions. Differentiated services such as "Worry-Free Rental" with damage waivers provide policy references.

3. Business Model Analysis: Fliggy achieves value growth through cross-selling (e.g., shuttle services accounting for over 50% of related orders) and innovative products (e.g., camper vans and multi-use cards selling 70,000 units). By 2026, it plans to integrate AI tools for efficiency gains.

4. Data & Cases: Key metrics include a 60% increase in bookings and 40% growth in users. Case studies include celebrity self-drive tour livestreams attracting nearly a million viewers and offline store pickup/return times being halved.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

3月27日，据飞猪车业务生态合作伙伴大会披露，过去一个财年，飞猪租车业务保持强劲增长态势，特别是得益于阿里巴巴大消费平台资源、场景及技术的加持，来自淘宝的租车预订量同比增长近60%，下单用户数增长40%。机票、酒店与车业务的交叉销售再上新台阶，以接送服务为例，来自上述品类用户的订单占比超50%。

性价比更高、舒适度更好的新能源车在租车行业供需两旺。飞猪数据显示，近一年平台上的新能源车车型数量快速增长，热门城市新能源车租车订单量同比大增超70%。珠三角、长三角地区的新能源车租车订单占比已超过40%，其中中大型SUV是自驾游爱好者的最爱。

随着租车行业供给侧竞争的加剧，如何打破“低价内卷”困局、防止少数劣质服务破坏行业形象，是从业者最关心的问题。

（图：飞猪租车业务保持强劲增长态势）

从需求侧来看，年轻用户租车消费的品质化趋势明显。飞猪数据显示，近一年用户下单租车的日均价同比提升近10%。其中，88VIP用户的表现更为强劲，下单用户规模扩大40%，下单日均价同比提升15%，复购率也高出近10%。另外，车型数据也印证了这一现象，飞猪数据显示，过去一年豪华车、商务车的订单占比提升5个百分点。

“近两年租车正从‘工具型’消费向‘生活方式型’消费转变，坐飞机或高铁落地后再租辆车随心自驾的趋势彰显，大家的消费频次越来越高，对品质、体验的追求也越来越高。”飞猪车业务负责人宋致菲认为，供给侧的低质竞争与市场真实需求背道而驰，“2026年，飞猪除了在流量和单量上继续扶持商家以外，也将重点通过打造差异化的新品、新体验，来与商家一起破局‘内卷’、收获价值增长。”

具体而言，飞猪将从商品多样化、信息透明化、推荐智能化三方面入手，帮助商家将用车服务跳出单一价格因素的比拼，同时更充分地展现车型、服务、权益的特色，让用户能以简单、安心的方式快速获得符合自己需要的体验。

年轻用户的租车消费增长更快，差异化需求更明显。飞猪数据显示，2025年“90后”租车下单用户占比接近五成，包括大学生在内的“05后”增速更强劲，订单量同比翻倍增长，他们对新能源车、房车等特色产品，打卡美食、影综等特色内容的倾向也更为明显。

宋致菲介绍，过去一年飞猪与一批租车商家在产品和营销方面开展创新探索，已取得不俗表现。

例如，飞猪联合汽车主机厂发起的“明星自驾团”活动，平均每场直播观看人次接近百万；飞猪与商家推出的网红车型“尝鲜卡”、新能源车次卡、车损保障卡等租车次卡新品，累计售出近7万件。

不久前，飞猪与长安凯程还联合推出定制版背驼车，兼顾房车的大空间与皮卡的驾驶乐趣，为“野奢”自驾游用户提供了全新的租车选项。

（图：飞猪与长安凯程推出的定制版背驼房车）

服务升级举措也在持续推出。去年1月，飞猪上线无任何增项费用的一口价“舒心租”服务，用户取车时间前均可随时免费取消，如有剐蹭也可享受车损免赔等保障，近半年“舒心租”订单量持续增长；针对国庆、春节等用车高峰期，飞猪大幅提升下单后无车、到场无车赔付标准，保障和兜底用户出行需求；2025年飞猪线下租车门店持续落地，租车中心门店取还的订单量同比增长超70%，取还车耗时平均减少过半。

飞猪方面表示，2026年飞猪车业务将围绕获流拓客、提升商品与服务品质、AI经营提效等方面加大投入，帮助商家破“内卷”、提收入。例如，进一步借势阿里巴巴大消费平台，加大日常消费、生活服务消费场景对租车和接送服务商家的交叉导流；对提供品质新车、小伤免赔等差异化服务的商品进一步倾斜流量和营销资源；将AI深入融合到用户的搜索预订与商家的日常经营，推出包括AI导购、AI验车、AI经营参谋等一系列AI工具，帮助商家降低获客和运营成本。

清明假期临近，自驾游市场迎来春节后的新一轮预订高峰。飞猪数据显示，截至目前清明假期的租车预订量同比去年增长45%。

注：文/龚作仁，文章来源：Laborer，本文为作者独立观点，不代表亿邦动力立场。

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FAQ回顾

飞猪租车业务在过去一年的增长情况如何？

过去一个财年，飞猪租车业务保持强劲增长，来自淘宝的租车预订量同比增长近60%，下单用户数增长40%。88VIP用户规模扩大40%，复购率高出近10%。

飞猪平台上的新能源车租车市场有哪些趋势？

飞猪平台上新能源车车型数量快速增长，热门城市新能源车租车订单量同比大增超70%。珠三角、长三角地区的新能源车租车订单占比已超过40%，中大型SUV最受自驾游爱好者青睐。

飞猪2026年将如何帮助租车商家提升服务与收入？

2026年飞猪将从商品多样化、信息透明化、推荐智能化三方面入手，通过AI工具如AI导购、AI验车帮助商家降本增效，并对品质新车、小伤免赔等服务倾斜流量资源。

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2026-03-27 16:19:26