Community electric Business, how does the dream come true?

Real estate business cross-border community electric dealer

July 9, 2013, a original focus on China's real estate industry investment Group: Shenzhen pattern Year announced that the company hopes to complete under the end of 2013, the "Color Life" service group of the split listing work, and plans to the property management company as the largest domestic community service operators. June, chief executive of the pattern year, made clear that the future of the pattern will be from the traditional property management business across the boundary to the community of electric dealers, to significantly different from the traditional real estate business.

June refers to the "community electric quotient", in fact, the color of life property management community residents into potential consumers, mobile phone app in the form of the merchants and residents linked. Residents of the community to buy vegetables, meals, buy and other needs, can be developed in the app to meet the implementation. In the pattern year "the community Service Electric operator" The movement may consider its property management difference and the real estate Cross-border electric commerce strategy important constituent, but this is also the current Chinese commercial domain rising Cross-border Wind's another practitioner. June bluntly, "color life Community electric business platform" in the country constantly improve, the pattern year hope that by virtue of community value-added services, in 2020 property revenue and profits to exceed the group's real estate business.

Electric Shang and the upstart of community electricity merchants

With the gradual popularization of the internet in China, the number of netizens is increasing at an alarming rate. The position of the network in People's life has been transformed from the past information channel into a way of life, and the network shopping has come into being. The online shopping industry has developed unusually rapidly in recent years, and online shopping has become a kind of consumer fashion, and it has a great tendency to catch up with traditional consumption habits. Has been born like Taobao, Cat, Jing-dong, only goods will, Dangdang and other online shopping-oriented electric business platform, but also created a group of electric merchants, such as Ma Yun, Liu, Li, Guoqing and so on.

However, due to shopping habits, integrity, delivery costs, difficult to see in kind, after-sales service and other issues, constitute the current stage of China's network shopping a huge obstacle, more consumers urgently need a kind of online shopping and real life intact combination of new online shopping. In reality, people's attention and time continue to shift to the line, while life continues to be local.

Community Electric Business is a very popular in recent years an electric community e-commerce (ESN) is for users with community attributes, in the community Web site transactions, for users to provide a more convenient way of community online sales, with fast, efficient, low-cost and so on. Unlike the electricity quotient platform, the Community electric quotient is focused on satisfying the rigid needs of the community residents, the necessities of life in the commodity of the body and the goods in the service, the household, the payment, the education, the health care and so on. July 25, 2012, Taobao announced the second quarter of 2012, the national Urban Living Consumption index, two quarter online shopping services than the first quarter of strong growth to 7.6 times times, 3.24 million people order 2.21 billion yuan local life services, revealing the internet on the great changes in lifestyles.

China's hundreds of millions of internet users constitute a huge consumer demand and potential, hundreds of millions of of the country's e-commerce consumption every year, indicating that the community e-commerce industry unparalleled huge business opportunities, a new round of network wealth will create a new wave of electrical business and network upstart!

Platform dealers and traditional retailers flocked to community power

Fresh category as a community residents just need the important commodity category is the current platform for the big guys are competing into the field, countless capital in these two years into this field. Fresh electricity business Simple point is to sell vegetables online, such as fruits, vegetables, meat, seafood and other fresh necessities of life. From the second half of 2012 onwards, more and more enterprises to join once this so-called "electric dealer last piece of blue Sea", the Days of Cats, Jingdong, Amazon and other electric businessmen have laid out fresh electricity business.

May 2012, as a rising star of the logistics industry, the private logistics company launched the "Shun Fung Optimization" on-line, located in the high-end food b2c;6 month, Amazon China's food classification, a new breed of "seafood"; July, Jingdong Mall officially launched fresh food channels ... Therefore, 2012 is also known as the community of fresh electricity business development year. After entering the 2013, more electric dealers entered the fresh category. In April this year, No. 1th store on the line of "Orchard No. 1th"; July, Suning easy to buy on line Jiangsu famous fresh goods "Yangchenghu hairy Crabs", and support the National order distribution ... At the same time, the domestic entity supermarket a team-yong-Hui supermarket operating fresh distribution site "Half the Sky" in April, but in the operation of less than two months quietly offline. And Yong-Hui supermarket is not the first to try to do the failure of the traditional retailer, China resources, the United States and the US and the Lotus Bee and other attempts to online business, but without exception, are defeated and return.

The Community fresh electricity dealer is difficult to escape nine defeat's destiny

Why originally belong to the community service, in the absence of a successful case of fresh category of electrical business background, why still attracted a large number of electric dealers and traditional retail enterprises to enter it?

This is because the fresh category of five good to attract the electricity business gold rush. First, the high rate of Mao, seafood margin in more than 50%, ordinary fruit about 20%, frozen meat for 20–30%. Necessities of life, large market demand; third, the purchase rate of category rebirth is high; four is the policy positive, this year central one document emphasizes vigorously develops the agricultural product on-line transaction, the chain distribution and the farmer shop; Five is the market space is big, 2012 Chinese network retail trade scale reaches 1.31 trillion yuan people's market, but the food type electricity merchant proportion is less than %。 Fresh fruits and seafood have emerged as the fastest growing agricultural product in 2012, with annual growth of more than 400% per cent, according to Taobao data.

Like the traditional retail supermarket big Guy Yong-hui, China resources million, as well as the electric business Big guy shop 1th, Amazon, Taobao, and so on, involved in fresh will appear "ACC drowning" bleak ending, this is because of fresh electricity business behind the "three mountain" difficult to move, difficult to change a victory nine. One is difficult to save, transportation is easy to lose: the loss rate of fresh goods usually reach situable, and the loss rate of ordinary electrical products is less than 1%, the second is the standardization of fresh goods, delivery time requirements. Fresh is a high loss, highly dependent on cold chain, highly non-standard products, even in the field of fresh experts, it is difficult in the distribution process, grasp this series of user experience. In the supermarket operation system, the user's highly fragmented and non-standard requirements, it is difficult to the low level of the traditional enterprise to be resolved. Third, the logistics cost is high, the average logistics cost in 15–20% or so, individual high even reach 30–40%. Operating fresh this high margin category of electric dealers, only 1% can be profitable, the rest of the merchant's gross profit by the high cost of logistics, packaging and distribution costs swallowed, and ultimately can only operate at a loss.

The commercial breakthrough of Community electric business

In addition to this "three mountains", on the macro level, the electrical business will generally involve the operation of the website, user access, product distribution and after-sale services and many other links. With the establishment of the two big electric quotient giants of the cat and the east of Beijing, the bat three, which controls most of the traffic, has not given the opportunity to other platforms. The platform has been very hard to do, unless you invest more than you think. While traditional physical supermarkets have a supply chain and store advantage, community property has the advantage of terminal customer resources, but in the community as an important source of electricity is IP traffic, and now basically all the traffic is in the hands of bat and Jing Dong Department, other electric operators to obtain high traffic costs will lead them to make ends meet.

is the flow obtained by app or O2O? At present, based on the background of e-commerce moving from pc to mobile end, the development and marketing of app software based on iOS and Android has become one of the choices for electric dealers and traditional enterprises. The company is ready to use the app to connect the merchant with the residents. But the advantages and disadvantages of app are very prominent. The biggest advantage of app is that it can provide a special commercial platform for the commercial application of an enterprise, which belongs to mobile original application, good performance and smooth use. But the disadvantages are obvious. First, the development cost is high, the general development cost of the traditional app is generally 50,000 or so, for some of the large enterprise customers fees are more than 100,000 or even millions. The second is the development cycle, generally in 2-6 months. Third, the low marketing value, now in Android has tens of thousands of applications, and daily increase, but people often use no more than 10 apps, if not consumer rigid demand, users can not download the app and often apply. Four, community E-commerce involves a large number of user privacy information, and app involves a lot of prying into user privacy behavior, so users are increasingly wary of unfamiliar app. Four is the app will occupy a certain mobile space more or less. The app will be lost if the user changes the phone or brushes the machine. The maintenance cost of traditional app is very high. At present, the mainstream mobile phone operating system mainly has Symbian, Windows phone, Android, OS, BlackBerry five kinds, the pattern of Chinese companies such as app must be for different operating systems to do compatibility considerations and development. And the customer upgrades after downloading will be very troublesome. Six is the pattern year company's community electric business app mainly through the application market cooperation promotion, guides the user to download installs, but thus, the promotion cost will be very high.

In addition to the app to get the most critical flow resources of the electric dealer, O2O mode now appears. At present, the development of O2O in China has gradually formed, is to play the two-dimensional code and has a large number of users of social clients in O2O important role.

This June, Tencent first launched the iphone-side micro-credit card, and on August 20, launched the Android version. Users only need to scan the merchant's unique two-dimensional code, you can get a stored in the micro-letter of the electronic membership card, you can enjoy the discount and services provided by the merchants. In addition, the business can also through the micro-letter to the member users to push the relevant promotional information. When the user becomes a member of the merchant, the next step is based on the communication of the acquaintance relationship chain established by the micro-trust. Nearly two months, micro-letter membership card United Beijing Chaoyang Big Yue City, APM shopping malls, Shenzhen coastal city Mall, Chengdu Wanda Plaza, such as the launch of the theme activities. According to the micro-letter membership card Team statistics, the July 27 of this year, micro-letter membership card issuing volume of up to 3215.

The pre-sale C2B mode of the Community electric dealer. such as the cat under the fresh items "freshest" is currently using the pre-sale C2B mode to try to solve the turnover problem. Through the electricity quotient platform gathers the dispersive massive need to form the integration big single, then through the unified purchase way, compresses the origin to the consumer's supply chain cost and the time cost.

In the O2O of physical distribution links, some electric companies are also trying to work with the convenience store under the line, in the convenience store to set up a freezer, the user online under a single commodity put in, the consumer line up and down a single, offline convenience store delivery. Or take a more aggressive approach by directly opening the shop online. such as online consumption and community more developed in Shanghai, Kitchen easy times in Shanghai Zhabei company around the pilot opened 7 offline shop. The customer can pick up the goods online as long as the line is up and down. Even a spring onion can be bought in this way, and the price is even cheaper than the supermarket and the vegetable market, and there is no logistics cost. Every day before 3 o'clock in the afternoon, the kitchen is located in the Zhabei Distribution center will be the day of the various orders processed, and then by the distribution car unified sent to seven outlets. Some of them are semi-finished products. A fish, for example, is priced at 10 yuan. When the consumer gets the hand, this fish is in the afternoon just kill the old Lin to the viscera. This is what most electric dealers can't do at the moment.

Community electronic commerce is a huge market and development direction of future e-commerce. Pattern year from the real estate industry across the boundary into the field of electrical business, and with the cat Taobao, 1th stores and other electric merchants and traditional retail chain Enterprise Wing FAI, China Resources million home and thousands of community shops and tens of millions of competition, it must be in the resource integration, business model, talent reserves, such as under the very big Kung fu, And these all consider the company's business operation ability in the pattern year.