Community fresh O2O: Like mist like rain and wind?

Why is a lot of community O2O busy opening the door? Why is the big gathering of fresh O2O always wool? Why many community fresh chain always have no? ...... What kind of physics or chemistry will happen when communities, fresh, O2O, these three hottest words come together today?

Although Ding dong community contraction front evacuated the Beijing market smoke has not completely dispersed, but at the end of October, Hangzhou local food giant Woo Kang Group launched the 2014 International e-Commerce Expo "Bless benefits @ Fresh" experience shop, announced to "fresh" products to enter the community O2O market, once again the community O2O launched the water, This time, however, it was not a separate community O2O concept, but a fresh label that became a community fresh O2O.

Community fresh O2O: Like mist like rain and wind?

The community fresh O2O bundle together seems to be more difficult to understand, feel foggy, but to take apart look will be clear a lot, it is actually the community +o2o+ fresh organic structure of the composition.

The community, according to the sociological understanding, is "a community of social life composed of people living in a certain geographical area", from the marketing point of view, we think that the community is a channel, directly to the consumer terminal channel, its carrier is a home in the community store, a home terminal, methodology is to solicit, kill guests, Staying and the important support of the transfer.

We through the Internet, mobile Internet customers pull from the Internet to the offline terminal for the consumer experience, and turn it into high-quality customers, but also through the offline terminal will customers to the online platform, increase network traffic, will be offline customers into online shopping customers.

Fresh, no doubt, this is the industry attribute Word, it represents an industry, in the community, O2O these two backgrounds, it is more inclined to refer to some more traditional industries, such as building materials, catering, domestic and so on.

Community, O2O, fresh, three indispensable

Why is it that so many community O2O projects have opened and been quietly closing up since 2005 and nearly 10 years? Why is the big gathering of fresh O2O project still thunder, rain? Why is there a lot of community fresh shops are always out of the sun?

Our research and practice found that the key point is that these projects do not understand the relationship between the three, or only the community O2O, no industry attributes, or only fresh O2O, not to the community, or only the community fresh, no O2O, not really to unify the three, this is the crux of the problem.

1, Community +o2o,no Fresh

Community O2O is a beautiful beautiful concept, as if the community all the services can be achieved O2O, but its problem is too big, what all want to do, what all want to pack in, the result because no industry attributes cause no one needs. Ding Dong community failure is because it does not have the industry as a support, greedy big picture, the results of their own to do dead. Coincidentally, one of the reasons for the failure of the street network is also because of its focus on the big market, lack of industry entry point and guide point.

2. Fresh +o2o,no Community

Fresh O2O, in fact, we often say that the fresh electricity business, such as the cat's Meow Fresh health, the live color of a shop fresh, Jing Dong's fresh, delicious 77, such enterprises are now playing the banner of fresh O2O, do the business of fresh, still from the bottom of the online shopping model, At best, working with some offline entities to solve the problem of the last kilometer, but it can not be called the Community fresh O2O, because they do not have a community channel, no terminal as a support, have to face the poor consumption experience, logistics costs high problems, when insufficient funds can only be dismal, the original excellent vegetable nets, Days fresh with such a fresh electricity business martyrs is for this reason and defeated.

3, the Community + fresh, No O2O

The community is fresh, that is, the distribution in our community around the fresh shop, and then the popular point is "community doorway greengrocer." This kind of fresh shop owner should be based on the community, service surrounding residents, mostly pop or family shop, operating conditions are also good, but they have no concept of the Internet, and there is no strength net, although the market prospects are very good, but because of their limited resources, it is difficult to do strong.

This shows that the community fresh O2O three indispensable, only three effective organic combination, unified to find a way out.

Where are the fresh O2O in the community?

Although the current community fresh O2O market has not appeared a more clear and successful model, but there are some are exploring, and do a better brand.

1. member + Direct matching mode

This pattern is made through membership customization, the field of freshly picked fresh food through the cold chain direct distribution to the customer's home, there is no intermediate link, and delivery time of not more than 12 hours, a great degree to ensure the quality of the product, because it is a centralized distribution of the way, compared with the traditional fresh electricity, greatly reduced the logistics costs.

At the same time, in order to allow consumers to truly experience the product, will normally carry out the line to try to eat, free tasting, visit the base and other activities, to dispel the consumer's product quality and initial test of the concerns.

At present, an acre of farmland, Dolly, and the valley are active explorers of this model.

2. Store + platform mode

This mode of business not only has its own online platform and there are community stores, consumers can choose to shop to buy, can also be purchased through the network, to the shop extraction or door-to-door. Compared with the traditional fresh electricity, store + platform mode is the biggest advantage is the offline entity shop, offline entity store not only carry the function of the consumption experience, but also the function of warehousing, logistics site, this is the traditional fresh electricity business can not be.

Shanghai's Kang goods sinks, the Sunshine Farmer Tian, Guangzhou's fresh attainment all are the practice traveler of this kind of pattern.

3. Logistics + Terminal mode

The third direction of the community fresh O2O is a new type of network platform model, which is represented by 360, which is a mode of cooperation, relying mainly on the optimized logistics channel of Shun Feng to complete the distribution process through the community.

At the same time, the origin of the live through video, photos presented to the Internet, and with peace of mind 365, Release product safety analysis report, so as to increase consumer's visual experience and reduce food safety concerns.

Case study: Campin, how to get through the community, fresh O2O closed loop?

Among the many models, we think that the store + platform model in the current Community fresh O2O environment may be more successful, but the process of exploration there are many problems and key points need to grasp well.

As a professional researcher and practitioner, we have repeatedly communicated and communicated with Campin management to find:

1. Do the first point of the product, and then make the face of the brand

said that big electric power business, can be business to do the whole country, small and medium-sized enterprises simply can not compete with the big power, we feel that this is not necessarily accurate, big electric business is fierce, but may not be able to cover every community. Small and medium-sized enterprises can not compete with big electricity market, but it could start from the market, first to do a point through, do strong, accumulated popularity, experience and then linear expansion, and many points are done naturally formed the face of the brand.

Campin the beginning of business, based on the Pudong new area of flowers and trees, services surrounding the community residents, the community to do mature before the gradual linear spread. This kind of encroachment tactic not only avoids the giant sharpness, also has played the very positive role to the Campin sinks ' brand precipitation.

2. To be a boutique, not a grocery store

Some time ago, I saw a crab share said: "Consumers go to the cat, Beijing east to buy hairy crabs, a search, full screen of hairy crabs, do not know which to choose." "So, to use exquisite thinking to do products, as consumers loyal buyers, only for consumers to choose the quality of good, cost-effective products."

Campin each of the products are carefully selected after the presentation to customers, take the most commonly used salt, in the 1th store Search "salt" after more than 2000 information, a variety of brands, various prices of salt show. And on the Internet platform and community experience shop in Kang-hui, salt is only a "salt deep well iodized salt" price of 3.5 yuan, the founder told us that this is the result of their investigation, consumers buy the most is this salt, and cost-effective, so they only on this one salt.

In addition, in the supplier aspect, chooses the high credibility, everybody compares the brand which approves. Campin of pork products are supplied by the pig, because they survey to understand, Shanghai residents of Pig champion pork products and brand identity is relatively high, after field visits and a variety of comparisons, Campin to pig champion pork as the only main push and preferred.

Similar to this model, not only solve the problem of consumer pain, but also solve the problem of the size of suppliers, but also solve the platform of supply and demand, it is really a three. This is the power of O2O.

3. Shorten the supply chain, adhere to the origin of direct supply.

Said Campin has been taking the best way to provide consumers with direct supply of products, because the direct mode of origin, not only to ensure the quality of the product is fresh, but also reduce the intermediate links, saving the logistics costs, the construction of a price advantage.

And the best place of origin, not only to ensure the product of the authentic food, but also to ensure the quality of the product's ingredients, but also to ensure the price of the product's ingredients. This time, buy hand and supply chain become important O2O influence factor.

4. The product is the root, the service is the source.

The essence of the market competition is the competition of products or services, with exquisite products can only say that half of success, the other half of success depends on how you service system, most of the return, the old customers are the recognition of your services. Therefore, in doing a good product at the same time, do not forget the attentive service. Campin to launch exclusive Customer Manager-type services, in addition to five-star membership services, there are 1 hours of live home with, unconditional return of goods and other services.

5. On line guide line, realize O2O closed loop.

In order to realize the line on the wire, first of all, we must get through the line on the channel, Campin, in addition to the traditional telephone booking, there are PC-side network shopping platform, app and micro-letter public number, the establishment of a full range of consumer contact points, line on-line under the seamless link. The second step is how to transfer the guest, there are many specific methods, for example, through activities to guide customers to install the app, focus on micro-letter, can be set up in the store online shopping experience area, or in the rainy day to tell customers can buy directly online, 1 hours can be shipped home, do not have to run a trip.