A start-up company that claims to be valued at 2 billion

It is a 2 billion-valued start-up, but its initial start-up capital is only 5 million. This is the Community 001. Shaoyuan started business in 2012 two years ago, the community 001 from a Beijing shop to 26 stores, covering more than 4,000 communities in Beijing. It is expected to expand to 30 cities by the end of this year, with a target of 100 cities in the future.

Even so, this has not reached the ideal goal of Shaoyuan start-up--community 001 at least to develop 10, in order to reach the 2002-Year Plan: To achieve the electronic management of the Chinese community (in fashionable terms, is the big Data management), Nuggets real estate services.

As for the current on the landing of the community service labeled O2O, Shaoyuan is not to be complacent: "I do not like others to say I am O2O,O2O unimportant, you may have a new form in the future, that is the theorists of things." I think today we have to do is very pragmatic one thing is to the Internet landing, the commodity system localization, the service channel humanization, the distribution means convenient. ”

Shaoyuan said, he does not do the procurement, not warehousing, do not do logistics, but he would like to help the traditional electric and supermarkets and the revolution, to solve the people shopping pain point-through the supermarkets, the electrical business "last kilometer" neuritis. Functionally, 001 of the community's business is similar to that of Shun Fung. Community 001 Role Positioning is the community electronic operators, to help residents shopping is only the first step, the future of the community's endowment, life, and even financial services is the second step of a greater chess, and finally let "real estate service" and car 4S shop, become a prerequisite for life.

60后 + career

At the end of September 2014 a haze day afternoon, in Beijing's new relocation of the second office, wearing a black frame without eyeglasses Shaoyuan, facing reporters have been coughing non-stop. He said he had a cold, in Guangzhou, Hangzhou, Nanjing, Shenyang and other north and South cities flying him, a day often experienced more than 10 degrees north-South temperature difference. His micro-letters keep updating new stores every day, and sometimes 001 of several communities in different cities open in the same day.

In the 2014, community 001 began to Mengjin. Beginning the beginning of the year to go out of Beijing, the end of the country in more than 30 one or two-line cities, while each city stores in more than three, usually a shop in accordance with the community around 5 km range set. Employees are also expanding rapidly, Shao said, he is now the team to lead more than 1000 people, according to the ratio of 20-50 people per shop, the team will continue to expand. The office is growing.

In the downstairs staff office, there are three "Lei Feng"-the Community 001 delivery member another title, is signing the contract, the term of 3 years. Can sign the contract, are experienced 4 days after military training left. Military training will eliminate 60% candidates. In the Community 001, whether Lei Feng or the administrative staff, have to be subjected to military training assessment to ensure that employees have the quality of hardship and service awareness.

In the Community 001, the main staff is young people, Shaoyuan himself was born in 1965, many people's age and old Shao's daughter almost big. The 001 youngest shop in the community is 18 years old.

Shaoyuan every day with this group of young people together, "They call me Shao Dad, black frame glasses is to meet their aesthetic requirements, said so cool." I've been sitting with them, there's no independent office. Now that I'm being looked for too much every day, I'm hiding in this new office. "His new office has not been neatly packed and has just moved in the bookcase, desk and sofa this morning." There was only one of his little black computers on his desk, and the next treadmill was the guy he used every day--one hour after each meal, and a treadmill.

001 of the staff at the community lunch is a full-time aunt ready to send to the office. They enjoy the air-conditioned, network apartment dormitory, as well as cleaning aunt responsible for cleaning, washing clothes. "I can't make the staff do their clothes. "said Shao. He took the year Shun Fung asked the delivery staff wearing shoes into the customer's home standards.

From the first day of entrepreneurship, Shao began to bring Bento, by subway commute. Another partner, Du Guoqiang, is no exception. This is a rule he made for his start-up partner. "I was in order to hone Du Guoqiang, he from the senior management position of foreign companies down, not to imagine how hard entrepreneurship, I asked him to start the first year can not drive to work, if not, do not venture." I had a lot of pain and I was prepared for it. "Two years later, CTO Du Guoqiang insisted," the eyes lit up, there is a god. "Shaoyuan is very proud. The entrepreneurial transformation of DU, also transformed himself.

Shaoyuan self-deprecating is the elderly entrepreneurship, only one by one points than but O2O entrepreneurial tide in the generation, young people, is physical. "I exercise." He pointed to the treadmill, 2011 years of pioneering ideas, he is high blood pressure, hyperlipidemia, hyperglycemia three high fat, 208 kg. Now, he patted his flat belly said, weight is 140 pounds, he lost meat, in exchange for the Community 001 of the 2 billion valuation, especially after 2014, investors chased him everywhere.

"The old Xue sold me out. Old Xue namely Shire. Shao originally wanted low-key development for at least 3 years, the result, Shire last year at a party, triumphantly said that he cast a O2O project, called Community 001, the community of Big uncle can not go to the supermarket to buy things, but must be inseparable from the Community 001.

The community is 001 famous. Investors to find, the media to find, partners to find, suppliers find, even the government also came to the door. Shenyang and Nanjing and other local governments welcome 001 of the community stationed in the hope of passing the old-age services together. In Haidian, Beijing, the district government often combined 11 communities to engage in community services. Government subsidy endowment, to the elderly Community 001 cards, and supermarkets cooperation with the Community 001, and then the elderly needs of products sent home, even call service also came over. In Guangzhou, a solitary elderly, because children are not around, the Community 001 Lei Feng as the most pro, the family what things, first to Lei Feng to make a phone call. Community 001 in the "buy" the hearts of consumers, in the words of Shao, is to the service humanization.

But Shao did not want to dominate the world. Community thing too much, a community of 001 essential services do not come over, so he wants to build a community electronics operators, integrate more quality service providers, participate in the community's health services, life services. Early help for residents to shop is only the first step in the business concept, service is the core.

Community Business is a gold mine, but the difficulty is finding a truly effective business model. Community 001 By helping residents shop this first step, there is the possibility of consolidating user data, which also lays the groundwork for a better business model to be explored in the future.

Get through the last mile.

Why is supermarkets willing to work with the Community 001?

"Beijing's first co-operation with the Lotus flower, now 20% of the sales are Community 001 brought." Shaoyuan cited an example. June 2012, Community 001 began to operate, he went everywhere to find supermarkets cooperation, no one answered. Finally located in Beijing Chaoyang Road, the lotus flower, willing to cooperate to see, let the Community 001 for its errand delivery, and pay a certain commission.

In 2012, the community received a low commission rate of 001, just 4%. Two years later, when Shao Nen brought 20% to 40% of sales for supermarkets, the business of selling more than 4,000 communities in Beijing and more than 400,000 customers ' channel resources automatically increased the rate of commission payments, working with Community 001.

"Now there are some boutique supermarkets to cooperate with us, some products are divided into nearly 20%, living supermarket also raised to more than 10%." Shaoyuan said, now partners have more than 4,000, in addition to the early Lotus, Carrefour, Wal-Mart and other life supermarkets, this year also with Germany's largest business super Metro in the import of goods on the cooperation. Today's delivery of the SKU to reach 40多万个, the origin of direct products accounted for the promotion.

When the scope of cooperation objects to expand to boutiques, stores, pop, origin, etc., "Community 001 of the average gross margin is also getting higher." "Shaoyuan pointed to the office display on the shelves of imported red wine said, such as high value-added goods into higher, because many fine go custom route, you can directly choose the Community 001 this channel, saving is marketing and offline shop cost.

For the traditional business super save cost, bring income let Community 001 gradually open the situation. "We are helping the supermarkets revolution, bringing them customers, bringing them income, actually providing them with a sales channel and breaking the practice of sitting at home and waiting for guests," Shao said. ”

The traditional business market share that the electric dealer robs, in the view of Shao, completely is the pain point that the inhabitant buys "last kilometer". Especially in the one or two-line city, queue, find parking and so on details, let supermarkets shopping no longer convenient, fast. In addition to the pace of life to speed up, go to large business shopping time and effort, the cost of more and more high.

The traditional supermarkets into trouble, but gave the Community 001 cut chance. Traditional business has a very good supply chain system, all the operation is standardized, why not to cooperate with it? Instead of spending 10 years building a supply chain system that other people already have, it is better to focus on realizing community electronics and what kind of products the family has entered.

"The traditional business decades of foundation, has put every living area of demand and consumption of the form is too thin." So, you put these needs and consumption patterns electronically and stabilize. "From the start up to now, the Community 001 use two years time, the first thing is to explore the model: first, product stability, the second is the community hierarchy, so as to ensure the level of products to achieve accurate sales." "It's definitely not the same for people who go shopping at boutique supermarkets, you know where they are located," he said. "said Shao.

Therefore, the "shop" in the 001 discourse system of the community has not been a concept with the traditional storefront, but refers to a life circle. On the PC, the handset terminal, the consumer can in the Community 001 interface, chooses resides the section, for instance chooses Beijing Wangjing shop, the Tongzhou shop order, guarantees the product to deliver in 1 hours, or the specified time delivery. Today, 24-hour trials are being launched for young people.

Community 001 Actual Storefront, more like an office, Lei Feng and staff to view orders, the deployment of goods place. In addition to online display products, the Community 001 more by the form of mobile fairs to the community to engage in on-site display. The reason for this is that China's rookie netizens still have a large proportion, such as mastering the power of household procurement after 50, 60后, they only use mobile phones, computers to watch news games, but rarely online shopping. Taobao, Beijing east is mainly young netizens, but do not grasp the family's procurement power. ' This is what he's seen as an investor in the last few years, ' says Shao. That is the traditional electric business also to the development of bottlenecks, new users have not grown up, traffic can not grow, coupled with the early days are burning investors money, and prematurely involved in the supply chain link, began to build warehousing, burning money model is increasingly unsustainable, The future of the electricity business is worrying.

When the traditional electric dealers, supermarkets of the drawbacks are avoided, the Community 001 for the lazy people to serve the light business platform, the use of supermarkets supply chain and warehousing, for novice netizens and headache online shopping lazy people. "Do not change the consumer's shopping habits, you have to do is to cater to him." ”

To enter the community service as a breakthrough, Shao said that this is his 2002 in the SouFun CEO formation of the consciousness, including the concept of Community electronics, are formed at that stage. "I help the property to be free electronic, the property uses my electronic platform, he is willing to unite with me." Now the community is more, our absolute energy is to do the community, specifically to help the community to achieve electronic. "The subject and trend of the era of" real estate services, "said Shao, is like the car 4S shop, selling cars accounted for only a small proportion of sales market, more upstream and downstream service-driven consumer market, from accessories, car washing, warranty and so on, involving manufacturing, catering, insurance industry, real estate after the same truth.

Not afraid to imitate

To accurately describe the community 001 is difficult, Shao said: "Now look at the O2O market, so to speak, 95% of people are talking about the concept." "Neither think oneself is O2O, do not think oneself is electric quotient, Community 001 give oneself accurate position is community electron operator."

"Because I was through the N multiple plates, not light to solve a retail problem, but also through the traditional internet do not do things (not covered by the novice netizens), and through the traditional retail do not do things (the last one kilometer distribution), get through the property can not do things (realize the electronic), in fact, I was three links have been through the smooth , collocation together, and finally to the end of the terminal to extend, this is actually a very large project, with now speaking is also a bitter force of life. Shaoyuan put these three to get through the power, is he make up for a lifetime career of failure and regret.

"Three years ago, Kai-Fu Lee daily talk about the era of mobile internet, the advent of the app era, I am also excited ah, I also followed the vote Yes, cast a life voucher, cast millions of less than a year, no download, never interactive." These concepts, especially the new economic bubble, have a 90% bubble. Shao said that as an investor in 10, he had success, and naturally there were many failures. These failures are not to commit in today's entrepreneurial impulse, he thinks that this is the advantage of the elderly entrepreneurial, do not play the concept, see the landing effect.

"To be honest, the real estate after service is a very large project, but now said O2O concept of people, looks like a lot of me, some people do domestic, some people do so-called pipe, some people do so-called convenience store." But how much longer do we have to look at it? "Shao is not worried about shout O2O entrepreneurial tide, will dilute the value of the Community 001." Relying on 3 years ago on the start of the "three through" bitter works, now the community 001 has taken the initiative.

"Interview: Community 001 more lightweight than Shun Fung,"

CE: People think that Community 001 is the model of O2O, what do you think?

Shaoyuan: So many years to tell the truth I have been in a lot of companies as CEO, in the Internet is also an old man, can understand the state of the Internet. With the general cock Silk entrepreneur is not the same, I am not impulsive, not passion, nor rely on the so-called a creative, is the idea.

With the idea, we have so many years of experience. Actually this matter, three years ago nobody called O2O, today, everybody says, you call me O2O, I call O2O, indifferent. Because I think what is called a concept, I do not chase the concept, our idea is that the first is to let the Internet landing, the second is the community electronic, the third solution to the people using electronic means to solve the problem of shopping difficult. So we started the Community 001, Community 001 focus on the first product stability, to do real estate for so many years, our plate is very fine, like in your North five rings, I have the North Court plate, Tian Tong yuan plate, there are Asian Games Village plate, there are Jiangxiang plate. In fact, each plate price, price, housing prices and the crowd are together, are not the same.

CE: You do now to get through the supermarkets mode. Supermarkets's nerve endings are paralyzed, even if they're not, you're letting it pass?

Shaoyuan: Originally we say it in wait, it to the last 100 meters, a kilometer, it is the tentacles broke, not it broke, even express company are broken. We make an analogy, you see today's Shun Fung, today's tact, in fact, they are delivery, we buy food, we do not get the goods. But you are not at home, he is not sent to your hands, the property does not help you collect, no one collected. The mail is the small matter, now many properties you do not pay the property fee it is ignore you, pay the property fee it is will help you to receive the food, it has this risk, has the responsibility.

CE: Shun Fung Hey customer is not the concept of community distribution?

Shaoyuan: Hey, the customer wants to solve this problem, but today it becomes a tall concept. Because hey, the customer can't solve the cold chain problem. In fact, why I can solve the problem of cold chain today, cold chain is not my, in fact it is my partner, he himself in our lives around a kilometer within a very large cold chain system. You see I can not only do one hours today to deliver, and you can also specify the time, you can hope that six o'clock, hope that seven o'clock hope that eight points can be sent, why? We're ready to deliver, can not return, to discuss whether can send nine, could be sent tomorrow morning, because there is a ready-made, localized supply chain, the question is why the distribution team must be my own people, is to pay attention to more convenient delivery, which is the most desired by customers. Right, suddenly remember that there is no oil at home, when I think of the absence of rice, it is, you at any angle, in any position can be orders.

CE: Are you worried about supermarkets to complete the last kilometer distribution?

Shaoyuan: They can't do it, he has to do it, he has already done it, because now his labor is beyond the income, you see him in the supermarket add a person, this is difficult. Especially convenience stores, one more person, you will not be profitable. We can only help him to reduce the staff today, so that in 2012, we have concerns (choose us). Today they have no choice, because in the same five kilometers, everyone is competing for me to choose him, because I am within five km of the same kind of I only choose one, rather than multiple (distribution), I still choose the best quality. So, this is a trend, in fact you are to help it revolution, it does not revolution it did not grow.

CE: Is that we are still a platform model?

Shaoyuan: Yes, we're on platform and channel mode, I am not a buyer, do not need to buy, they do not need to do the supply chain, to do the warehouse, do these logistics, I just to solve the last bit of precision distribution, that thing you will find reliance on any one you can not do. I am today to find shun Fung cooperation, to find yuantong cooperation are the same, you want to buy a meat, let him send, you are not at home, it is not very troublesome, this is why we have to solve the last 100 meters of logistics problems, of course, this is a light logistics.