{"id":49098,"date":"2026-01-12T07:12:12","date_gmt":"2026-01-12T07:12:12","guid":{"rendered":"https:\/\/daoinsights.com\/?p=49098"},"modified":"2026-01-12T07:12:49","modified_gmt":"2026-01-12T07:12:49","slug":"why-didis-latest-discount-campaign-focuses-on-chinas-everyday-ride-hailing-cities","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/news\/why-didis-latest-discount-campaign-focuses-on-chinas-everyday-ride-hailing-cities\/","title":{"rendered":"Why Didi\u2019s latest discount campaign focuses on China\u2019s everyday ride-hailing cities\u00a0"},"content":{"rendered":"\n<p>In China, ride-hailing is less a lifestyle choice than it is a daily reality. The result is an industry teeming with discounts and competition, and commuters willing to spend a little more to avoid heaving peak-time underground trains.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/en.wikipedia.org\/wiki\/DiDi\" target=\"_blank\" rel=\"noreferrer noopener\">Ride-hailing giant Didi (\u6ef4\u6ef4\u51fa\u884c) \u2013 often dubbed \u2018the Uber of China\u2019<\/a> \u2013 is currently pushing its discount message with a strong, attention-grabbing ad campaign. At the core of the campaign is brand ambassador Tan Jianci (\u6a80\u5065\u6b21). <strong>Tan is unmissable. He waves the universal hand signal for OK \u2013 but this is not your run-of-the-mill celebrity billboard advertising.<\/strong> \u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"972\" height=\"670\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u6ef4\u6ef4\u8fd9\u5e7f\u544a\u8bed\uff0c\u6015\u4e0d\u662f\u6a80\u5065\u6b21\u672c\u4eba\u5199\u7684\u5427\uff1f_1_Cassie-\u51ef\u5c0f\u6eaa_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u72481.jpg\" alt=\"China ride-hailing\" class=\"wp-image-49101\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u6ef4\u6ef4\u8fd9\u5e7f\u544a\u8bed\uff0c\u6015\u4e0d\u662f\u6a80\u5065\u6b21\u672c\u4eba\u5199\u7684\u5427\uff1f_1_Cassie-\u51ef\u5c0f\u6eaa_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u72481.jpg 972w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u6ef4\u6ef4\u8fd9\u5e7f\u544a\u8bed\uff0c\u6015\u4e0d\u662f\u6a80\u5065\u6b21\u672c\u4eba\u5199\u7684\u5427\uff1f_1_Cassie-\u51ef\u5c0f\u6eaa_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u72481-300x207.jpg 300w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u6ef4\u6ef4\u8fd9\u5e7f\u544a\u8bed\uff0c\u6015\u4e0d\u662f\u6a80\u5065\u6b21\u672c\u4eba\u5199\u7684\u5427\uff1f_1_Cassie-\u51ef\u5c0f\u6eaa_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u72481-768x529.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u6ef4\u6ef4\u8fd9\u5e7f\u544a\u8bed\uff0c\u6015\u4e0d\u662f\u6a80\u5065\u6b21\u672c\u4eba\u5199\u7684\u5427\uff1f_1_Cassie-\u51ef\u5c0f\u6eaa_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u72481-400x276.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u6ef4\u6ef4\u8fd9\u5e7f\u544a\u8bed\uff0c\u6015\u4e0d\u662f\u6a80\u5065\u6b21\u672c\u4eba\u5199\u7684\u5427\uff1f_1_Cassie-\u51ef\u5c0f\u6eaa_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u72481-800x551.jpg 800w\" sizes=\"auto, (max-width: 972px) 100vw, 972px\" \/><figcaption class=\"wp-element-caption\"><sub>Images: Rednote\/Cassie \u51ef\u5c0f\u6eaa<\/sub><\/figcaption><\/figure>\n\n\n\n<p>The copy has Tan drawing attention off himself and onto slashed prices. Lines like: \u2018Don\u2019t look at me, look at the hand gesture: 70% off, OK,\u2019 and \u2018I don\u2019t care if the weather is OK or not \u2013 70% off must be OK,\u2019 put the focus solely on discount, with Tan speaking directly to consumers. They\u2019ve put these posters up in commuter areas where potential customers are probably thinking a quiet cab ride would be preferable to battling rush hour with the public.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>There are clever cultural elements at play too.<\/strong> The universal OK hand gesture leaves three fingers raised. In China, discount is expressed as how much of the price you will have left to pay (in this case, 30%). But what\u2019s most revealing is Didi\u2019s choice of localisation.\u00a0\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"961\" height=\"528\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u6ef4\u6ef4\u8fd9\u5e7f\u544a\u8bed\uff0c\u6015\u4e0d\u662f\u6a80\u5065\u6b21\u672c\u4eba\u5199\u7684\u5427\uff1f_3_Cassie-\u51ef\u5c0f\u6eaa_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u72481.jpg\" alt=\"China ride-hailing\" class=\"wp-image-49102\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u6ef4\u6ef4\u8fd9\u5e7f\u544a\u8bed\uff0c\u6015\u4e0d\u662f\u6a80\u5065\u6b21\u672c\u4eba\u5199\u7684\u5427\uff1f_3_Cassie-\u51ef\u5c0f\u6eaa_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u72481.jpg 961w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u6ef4\u6ef4\u8fd9\u5e7f\u544a\u8bed\uff0c\u6015\u4e0d\u662f\u6a80\u5065\u6b21\u672c\u4eba\u5199\u7684\u5427\uff1f_3_Cassie-\u51ef\u5c0f\u6eaa_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u72481-300x165.jpg 300w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u6ef4\u6ef4\u8fd9\u5e7f\u544a\u8bed\uff0c\u6015\u4e0d\u662f\u6a80\u5065\u6b21\u672c\u4eba\u5199\u7684\u5427\uff1f_3_Cassie-\u51ef\u5c0f\u6eaa_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u72481-768x422.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u6ef4\u6ef4\u8fd9\u5e7f\u544a\u8bed\uff0c\u6015\u4e0d\u662f\u6a80\u5065\u6b21\u672c\u4eba\u5199\u7684\u5427\uff1f_3_Cassie-\u51ef\u5c0f\u6eaa_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u72481-400x220.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u6ef4\u6ef4\u8fd9\u5e7f\u544a\u8bed\uff0c\u6015\u4e0d\u662f\u6a80\u5065\u6b21\u672c\u4eba\u5199\u7684\u5427\uff1f_3_Cassie-\u51ef\u5c0f\u6eaa_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u72481-800x440.jpg 800w\" sizes=\"auto, (max-width: 961px) 100vw, 961px\" \/><figcaption class=\"wp-element-caption\"><sub>Images: Rednote\/Cassie \u51ef\u5c0f\u6eaa<\/sub><\/figcaption><\/figure>\n\n\n\n<p>This campaign didn\u2019t hit big, tier-one, cities like Beijing or Shanghai, but Lanzhou, Handan, Yueyang, and Luoyang \u2013 high-frequency, ride-hailing cities where price sensitivity remains acute and daily trips dominate. With that knowledge, the campaign looks less like a play for brand equity, and more like a hard push for scale and conversion.&nbsp;&nbsp;<\/p>\n\n\n\n<p>We\u2019ve been writing about the importance of localisation in the Chinese market in many forms for many moons. <a href=\"https:\/\/daoinsights.com\/opinions\/the-china-playbook-is-dead\/\" target=\"_blank\" rel=\"noreferrer noopener\">Brands all too often think that they can take on China with a one-size-fits-all playbook.<\/a> Didi has shown that winning China\u2019s mass market often comes down to reading context rather than projecting ambition. In a category where usage is habitual and margins are thin, the smartest move is not to shout louder, but to be clearer.\u00a0\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In China, ride-hailing is less a lifestyle choice than it is a daily reality. The result is an industry teeming with discounts and competition, and commuters willing to spend a little more to avoid heaving peak-time underground trains.&nbsp; Ride-hailing giant Didi (\u6ef4\u6ef4\u51fa\u884c) \u2013 often dubbed \u2018the Uber of China\u2019 \u2013 is currently pushing its discount [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":49100,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2],"tags":[36,7,62],"class_list":["post-49098","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-industries-e-commerce","tag-industries-technology","tag-news-marketing-branding","has-thumbnail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why China ride-hailing growth now comes from lesser-known cities<\/title>\n<meta name=\"description\" content=\"In China, ride-hailing is a part of daily life and a competitive market. 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