Community O2O will be called the Electric business Waterloo?

For the community, whether banks or telecoms operators have been pioneers, banks have launched a variety of community banks, and even Beijing Bank in the Wangjing region has built a unique female banks, and telecom operators have built a large number of Community business Hall. But banks and telecoms operators did not form a climate when they built community stores, compared with 711 of other retail outlets, and then gradually disappeared.

The community is the most active place for the Chinese, and the most basic living space, is generally considered the most commercial value, but it is the nightmare of large business enterprises. Today, the people who occupy the Community market are still tens of millions of small shops, those beauty salons, snack stalls, grocery stores, tofu square, fruit shops and so firmly occupy the core of the community's business circle, the Internet can change?

Jingdong once claimed to and Community Shop Building Alliance, so as to realize the O2O of the national landing and the fastest delivery of goods, and Shun Fung is the construction of the Hey store will be the Post Office mode in the people's home, it is said, like Lakara also in the Community store cooperation. However, the community of these companies is not a smooth road, the future is not very optimistic.

Internet companies are less likely to enter the community than to enter the countryside for five reasons:

1, the convenience of community business has gone beyond the internet, internet companies, many of the basic business model in the community is not more advanced than the Community shop

Under the booming of the Internet economy, the community business is still more resistant than the large market, there is a reason, because it has the experience of e-commerce can not be compared, and these resources trust high, stable, in other words, customer stickiness is also high. We should not despise the social business model because of the small role of the community, in fact, the world's most advanced marketing model is not in those big multinational companies, but community stores.

Internet business is really convenient, but that is compared with the big business of apart, if compared with the flexibility of the community store, internet companies to promote those things are actually the community shop outdated things, the community shop not only not backward, but more advanced.

2, the community has its own independent social relations, this social relationship is natural and strong, far more than the Internet tools to establish a social relationship more vitality, the Internet is characterized by the end of the earth as a neighbor, and the community does not need, because the community has feelings.

It is no exaggeration to say that feelings are the biggest advantage of community stores. Distant relatives than neighbors, community shops rooted in the community, every day to meet with the neighbors, naturally have a sense of closeness. Deep understanding of community residents living and shopping habits, master the family basic situation of community residents, carry out various forms of market research, regular analysis of changes in residents ' purchasing behavior, from commodity preparation, service content to meet, and constantly adjust commodity structure, increase best-selling goods, sincere retention of customers, make them more loyal. This is the advantage of a community store, and Internet companies cannot socialize with each other.

3, the line under the O2O in the community within the role of very little, O2O is not prepared for the community, O2O imagined into a community service is to O2O misunderstanding and chaos.

O2O is used to address channel integration rather than targeting physical stores, especially in community stores. Whether it is the so-called forward o2o or now some people cheat the reverse O2O, online capture to consumers, online transactions closed-loop, or the source is the business online capture, and then extended to the offline completion of the transaction, for the community business is superfluous. A few steps, it is more convenient to pay the hand with the money.

4, the development of the electric business, the Community shop has its own way of survival, now the Internet enterprises forced to enter, is tantamount to another strong demolition of the established pattern, it is difficult to imagine.

With the rapid development of electric dealers, real retail industry has suffered a shock, large shopping malls are directly affected, and in the electric business and commercial complex under the double attack, the community shop has quietly changed the state of the industry, after the screening of the market, now, the convenience of the experience of consumption gradually occupy the main body.

Following the fiery business opportunities come, is the duplication and confusion of the industry, because no screening and guidance, there are many similar shops, and some of the functional shops can not afford the rising costs, instead of rent in the periphery. Throughout the shop circulation, snack bar is prosperous, some characteristics of chain stores, such as fruit shops, fast food restaurants began to multiply the Community shop model, such as tailors, barber shops, real estate agents will also survive in the flow.

Online shopping is the owner of leisure time to buy all kinds of retail goods, and community goods is to meet the most basic needs of life, is two completely different consumption tendencies. According to research, at present, the community shop mainly has education, telecommunications network, catering, beauty salons, pharmacies, convenience supermarkets and so on, to experience and convenience mainly. Although most community shops and online shopping products overlap less, but the electricity quotient to a certain extent also affect the operation of the Community shop, for example, the clothing store in many places have closed down increasingly scarce.

5, the Community store has its own success secret, can use the Internet to improve their ability, but still is the community's marketing survival status, internet companies want to replace or completely change its business, not yet.

It has been concluded that to successfully open a community store, must work on the "eight": the largest degree of proximity to community residents; convenience: variety concentration, shopping time is short; time: Business hours longer (more than 15 hours); Service: More humane, become Community service Center, provide customers with multi-level, Multifunctional service; positioning: For different business circles, the crowd, to carry out different combinations of goods, in line with the local consumption habits, characteristics, Price: value for money, quality and price is consistent; Real, affordable, not higher than the competition shop, but the pursuit of breaking, special. Quality: From the integrity of the quality system for control, the implementation of good sales links, key points. The pursuit of lasting benefits, depending on the quality of life; Marketing: Into the family, friendship, neighborhood, although the community store has many convenience store characteristics, but it must not be simply equated with convenience stores.

Many companies are thinking of a picture of the community owners, through an app or a platform, these and community-related "basic necessities" are bound together, you think will be more than the "eight on" more competitive?