Community electricity quotient contains two layers of meaning, namely Community electronic commerce and community-electronic commerce

The Community electricity quotient contains two layers meaning, namely community electronic commerce and community electronic commerce. Community e-commerce is based on the community on the basis of E-commerce, and the community of E-commerce, is around the platform of E-commerce How to study the E-commerce to do the community.

From the mainstream direction, internet business in the future two development direction, one is community, one is large-scale. The community is vertical and the scale is horizontal. and the community electric quotient of these two characteristics (traditional electric trader only solves the scale problem), the electronic commerce solves the area limit the scale problem to represent is the online characteristic, but the community is rooted in the area, represents is the offline (Offline) the characteristic. In the high-speed growth of mobile network, the original online and offline "marketing, trading, consumption experience," the three major business activities, now have a good interaction.

It is called the reverse attack, not only that the community electric quotient is a trend, but also present the community electricity quotient is still in the development. The O2O mode of the community electric dealer to break down the traditional retail ceiling, it is expected to become a traditional retail to counter the impact of the electric dealer another measure, will become the mobile internet era of life consumption in the field of online interaction under a new business model.

Nowadays, the weak link of the electric quotient is the integration of the business resources and the promotion of the value. The bottom end of the line is generally bad, the idea is very old-fashioned, the model is very primitive, the practice is very old-fashioned, people have been feeling not to pick up the atmosphere, and even the criticism of the unreliable, the key is not to solve the bottleneck of O2O development. In this paper, the author tries to make a phased study of the community electric dealers from several bottleneck problems of O2O closed loop:

The Community electricity Quotient 1.0 solves is the scale economy question, 2.0 solves is the value-added service question, 3.0 solves is constructs the Ecology Circle question, 4.0 solves is the last kilometer comprehensive service system establishment.

Community Electric quotient 1.0-2.0: from scale effect to intimate service

While organizing users at low cost, and organizing inexpensive goods, the Community Electric Business 1.0 era is like an organizer, matching resources in places closest to consumers. From Groupon to Foursquare to guilt, the U.S.-led localization services Internet company has guided the first wave of community power-group buying and location information services, with Community electric dealers entering the 1.0 era.

In fact, group buying is the most effective way for community electric entrepreneurs to accumulate registered users and expand resources at an early stage. By constantly attracting new registered users with different low-priced products each day, the cumulative case can be better negotiated with the next partner. The focus of this model is the ability to accumulate business resources at low cost, to form a scale effect, but not to fundamentally upgrade the service capabilities of the offline merchant.

The simple price war and many other restrictions make the group purchase site in the purchase of goods less space. Subsequently, the emergence of large-scale group buying site failure tide. Similar to the pattern year, the neighboring taste net, the Great Wall property and so on although provides some characteristic community electric business service, but limits in the scale is too small, can only be the local area's little.

Community Electric Quotient 2.0 time has come quietly

For example, a community electric business company that we have served the customer company realizes that under the promotion line merchant service ability is the community electric commerce big platform development Tendency, even if is buys and the location information service, Strictly also is not the transaction type electronic commerce, but realizes the profit by the service, but this is not enough. The idea of the client company is to make the offline store a community electronic store by providing management and information technology such as intelligent routing, Network marketing, convenient service, process transformation and performance management, and connecting with more online electric merchant resources in the platform mode. According to the nine Sudoku Theory of business model, the model is as follows:

Under this mode, all services for offline businesses are free (including intelligent routing), so that companies can quickly achieve offline business resources expansion. The company through Intelligent routing Master Mobile Internet access (provide mobile advertising) at the same time bundled with the individual users, and its value-added services to provide a good bundle of business users, to achieve the company, businesses, consumers win the healthy development of the three-party situation. The author thinks, this kind of business model already has the embryonic form of Community electric Quotient 2.0. The rapid expansion of the country's 10 provincial capitals from client companies shows the feasibility and effectiveness of its business model.

Community Electric Quotient 3.0: Expand Platform, build ecological circle

Even so, customer companies realize that E-commerce is still a "hand-knife" industry, surrounded by enemies around the feeding, slow pace is life-threatening. Therefore, it is necessary to evolve to higher-order eco-commercial systems in order to be more secure. The establishment of ecological circle needs to solve two forces, one is to rely on partners to improve the scope and speed of market expansion. In the expansion of the business process, a single merchant to advance the cost of a year to recover, to achieve 200 cities in a year to promote the financial bottlenecks. Therefore, the customer company needs to introduce the agent cooperation pattern, attracts the local agent to participate in the construction ecosystem. Based on this, customer companies are set up a ground marketing alliance, through the way of profit-sharing, to attract the life of consumer sites (such as group buying nets, reviews, etc.) agents to join the alliance. As a result, the alliance's smaller partners have more business opportunities. Channel agents have expressed their willingness to advance equipment and promotional funds to participate in subsequent advertising.

Second, rely on the cooperation of merchants to achieve a three-dimensional binding. For example, a customer company realizes that the use of traditional coupons is extremely low and can be used to ensure that coupons are available anytime, anywhere, by associating them with the phone's MAC address, which is recorded when accessing an intelligent route to access Wifi. Moreover, through the establishment of the ecological system, so that the Western restaurant issued spa coupons, spa issue of fitness coupons, fitness venues to issue coupons for Western restaurants, the formation of life consumption closed-loop management, can greatly improve the use rate of coupons and the stickiness of the platform.

If 2.0 is through value-added services to tie a single line of merchants, the 3.0 is through the eco-cycle synergy to improve the network stickiness of merchants.

Community Power Quotient 4.0: The last kilometer comprehensive service system construction

Community electric business Development to 3.0 stage, in fact, there has been a great impact on the traditional electric business, on the basis of the 4.0 phase is to solve the traditional electrical business of many of the mishap, including: fake problems, payment problems, after-sale problems, integrity issues, as well as transaction convenience, distribution timeliness and other issues, The main embodiment of the last kilometer of the service experience problem.

Given that the most important factor in the construction of the last kilometer integrated service system is the sinking and infiltration of community channels, the author boldly prepared the future Community electrical network through the establishment of community service networks, and in the form of Star Scout, in each community depth to dig a large number of high-quality idle labor, and then through the organization of training and appropriate packaging, can provide the last kilometer package service for the Community electric dealer, including: Living goods as the core of live advertising, "micro-chain" form of the delivery of the collection of logistics and distribution, to "mobile convenience stores" to expand the retail sales, to fake and honest evaluation, unsecured payment as the core of the credit system construction services.

At present, Ali, Baidu, Tencent, Beijing East, Suning and other giants have been high-profile play O2O banner. Tencent uses the social tool of micro-credit to develop mobile social customer relationship management to develop new members of the offline business; Ali from Amoy Point, Micro Amoy, mobile phone taobao, quick taxi, as well as pay treasure wallet, such as multiple interaction to penetrate; Beijing-East selected the community service into the O2O market, it is with fast passengers, good neighbors, Friend and other brands to expand the line of more than 10,000 cooperative stores.

The last kilometer under the line the construction of the integrated service system will become the focus of the O2O closed-loop competition.