China’s largest ride-hailing platform Didi Chuxing is working with train stations across the country to ensure smoother journeys during this Lunar New Year travel season. The season prompts the world’s largest annual human migration, as millions travel for family reunions. This partnership covers 62 stations and sees initiatives including specialized car parks for ride-hailing vehicles, dedicated waiting zones, and improved signage. According to Didi, 94% of passengers can now find pick-up locations more easily, parking violations have dropped by 90%, and total journey time has been reduced by 11%.
Didi faces some serious challenges right now, but there’s no denying the power of this initiative. The Chinese government estimates that during this holiday period, 3 billion trips will be made in China alone! Here are two key takeaways for you:
Seasonal initiatives that actually matter. The Lunar New Year season has become another shopping holiday, and plenty of brands launch thematic activations around it – mostly taking advantage of the holiday to stay relevant and sell more products. So we love seeing a brand initiative that goes beyond that, and delivers a better holiday experience for consumers. Any brand can launch yet another zodiac capsule collection, which will become landfill (and climate culprits) once the season is over. But 11% reduced journey time for millions of travelers is real impact. So the next time a holiday rolls around, ask yourself – are there any seasonal problems that your brand can solve, to deliver a better experience for your consumers?
When big tech and governments play nice. There will always be tension between digital disruptors and governments, as regulatory bodies continue to play catch-up to the relentless pace of innovation. However time and again, we’re seeing that the world can be a better place when big tech and regulatory bodies find ways to cooperate. Alibaba and the UN are creating a real-time map of world hunger, while Grab is working with the World Bank and Southeast Asian governments to solve regional traffic problems. Are there opportunities for you to step in and offer your organization’s unique expertise, to help local governments solve local problems and realize better societies?
Happy Lunar New Year! Here’s wishing everyone a prosperous Year of the Rat 
大家新年快乐！恭喜发财、万事如意、年年有余！
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