The present situation of community property and the misunderstanding of O2O

As a young entrepreneur, Fang is a rare person to reverse the development of an internet company toward a traditional industry.

After graduating from university, Fang into Tencent, as a network architecture, product planning and other positions, and then went to Huawei overseas as a global technology solutions marketing consultant. After returning home, Vanke Group's wisdom community just started, so he went to Vanke to participate in the Smart Community project.

"Because of the realization that the line has grown very mature, the larger space is under the line", in the process of participating in the whole project, he felt the traditional enterprise and Internet companies thinking and operating methods, efficiency of the huge gap. But at the same time realize that there are huge business opportunities and market potential. As a result, the community O2O Entrepreneurial project "neighbourhood" idea was born, with the mobile internet to transform has been quiet for decades of community management.

He found his former colleague, the He Pengfei of Tencent technical director, and became CTO of the company. With ZTE's overseas market management background, Shorin is responsible for the market. After the team was perfected, Tencent, Huawei's Internet experience and the Cross-border experience of Vanke's offline community management allowed him and the team to quickly identify the product's entry point--as a third-party platform to help homeowners and homeowners solve problems and raise revenue. The company's business is getting on track, and the angel financing of Tens was completed in 2014.

The present situation of community property and the misunderstanding of O2O

Although the domestic community property management has been decades of history, but the management and business model has never undergone a major change. In order to better understand the status and problems of the real estate, in-depth understanding of the community and the existing predicament of the property, Fang led the team spent 2 months, research in different regions of the country 17 property companies, the study of a number of property ERP management software. Fang that the existing closed and backward management methods have not been with the pace of social development, the specific circumstances are as follows:

1. Low cost and high efficiency

A 10 building around the community, need hundreds of security, cleaning, management personnel. Because the communication of the property is basically by telephone and walkie-talkie, many small complaints or user needs processing, it will take a long time to solve or even unresolved, and some properties even rely on Excel forms to manage.

2. Low level of information

Many properties do not realize the information management, also stay in the stage of manual maintenance, which makes the business of the same community is fragmented, fragmented, can not be effectively integrated; Many properties are used in complex traditional ERP management system, many features flashy, but the purchase cost is not low, the operation of learning costs are very high, Even lead to the psychological exclusion and resistance of property personnel.

3. Single Income Channel

As a result of decades of traditional management patterns, property management fees have almost become the most important or even the only income of all properties, the limitation of income greatly limits the quality of service, the user's satisfaction can not be upgraded, the only solution is to increase the unit price, which often lead to the owners of the opposition or even boycott, and eventually formed a vicious circle, Lose。

Fang that the existing management model of community property has come to a turning point in change. Who can better meet the needs of the property, solve the existing pain points, who will be able to win the community O2O the first camp, and this is what the neighbors want to do.

In the psychology of many Internet entrepreneurs, the goal of marching to the traditional industry is to seize the customers of the original enterprises, even leading to the bankruptcy of the original enterprises, such as electricity and retail. In this state, "subversion", "revolution" and so on has become the mantra of many internet entrepreneurs, this situation caused by traditional industry practitioners instinct resistance and resistance, thereby increasing the entire industry and entrepreneurship upgrades and costs.

According to the current statistics provided by Fang, there are about 500 national entrepreneurship projects related to the concept of Community O2O, and the data is still growing rapidly. Of these, 95% of entrepreneurs want to bypass existing properties or simply want to replace the property. Only 5% of entrepreneurs want to coexist with the property. Fang that the latter can better penetrate the community. The real benign ecological environment, should be the Internet and offline properties to integrate, symbiosis and win, rather than blunt fragmentation or even confrontation.

Everything in the future community will be O2O.

Traditional community properties in the face of the rapid development of mobile Internet, but also aware of their own crisis, the collective suffering from anxiety disorder. Facing the rapid development of O2O, many property companies have taken the initiative or passively to make their own response: some large companies with a keen sense of smell have begun to take the initiative, such as the flagship O2O concept of the property company color life has been listed in Hong Kong, 360 also participated in the investment; Shenzhen excellence has begun to deploy the products of the neighbourhood. But more is not independent development capacity and financial resources of small and medium-sized property companies, in the face of mobile internet and O2O impact, more is watching and panicking, low-cost information is imminent.

According to the survey, the total number of registered property companies in tens of thousands of, of which 97.14% are small and medium-sized companies, that is, most of the property does not have the ability to develop and information. Fang that the great changes brought about by the Internet to the small and medium-sized property at a loss, the neighborhood is to address these pain points and the status quo to provide solutions.

In order to better meet the needs of the property products, Fang led the team in the property company in the closure of the development of 6 months. They believe that, first of all, the existing property management practitioners, the overall level of education is not high, the proportion of elderly people in the community is very high. Simplicity, easy to start is the user's first demand.

In addition, the product is really able to meet the user and property at both ends of the just need:

For users, the realization of rapid warranty and service requests, through the micro-letter payment, such as the realization of rapid payment, and community residents without gap communication;

For the property personnel, realizes the fast processing service at the mobile end, enhances the work order processing efficiency, simultaneously realizes the work order the effective tracking;

In the data display aspect, uses the visualization data statistical analysis, but is not the simple rough data list;

In the business model, the neighbourhood adopts the model of deep cooperation with the community, helps the community to raise income, get rid of the abnormal income pattern of the original property management fee, instead of dividing and seizing the income of the property. In the process of community O2O, many properties are not enthusiastic response to one of the main reasons is that there is no direct driving force, and the increase in income to solve this problem. In this case, they designed dozens of types of fees, covering a variety of billing scenarios.

In traditional properties, property management fees (including parking fees) will account for 90% of total income, however, in the neighbourhood design mainly depends on the community value-added services, including community life Services (home economics, car washing, laundry, etc.), community group purchase, precision advertising, community access, etc., will diversify the income structure, increase the number of Service diversification. In order to solve the supply chain problems, and satisfying oana and other professional supply chain brand companies strategic cooperation, the current electrical business category reached nearly 1000 categories, a total of 40,000 SKUs, while using precision marketing and user behavior analysis, in the pilot community, the purchase conversion rate reached 29.3%.

In the promotion, the first local brand customers, the formation of benchmarking effect. At the same time with the local rich property resources agent cooperation, so conducive to agents, the formation of scale effect, in the core links such as the supply chain to adopt a stake in the strategic approach of cooperation. In the end users, the community site activities are the best way to promote, pay attention to prizes, registration and so on, the cost is not high, but the effect is very ideal.