Community O2O has become an important factor in the future, the profit model is still not proved

By Alibaba, Beijing-east and other enterprises listed Dongfeng, the 2014 E-commerce market to maintain a high speed and high-profile development trend. This kind of business mostly is the space distance near community as the bearing platform, therefore, the Community O2O has become the electronic commerce industry future decisive important factor.

By Alibaba, Beijing-east and other enterprises listed Dongfeng, the 2014 E-commerce market to maintain a high speed and high-profile development trend. However, in the case of the limited growth of the traditional electric business market, more and more electric enterprises began to put the development focus on the O2O field, take-away, taxi, supermarkets, even printing, dry cleaning and other businesses have become a member of the power of the army. At the same time, this kind of business mostly is the space distance near community as the bearing platform, therefore, the Community O2O has become the electronic commerce industry future run-off important factor.

However, the current community O2O also face problems and challenges, the first is not clear profit model. The current popular taxi-type software has been questioned by the industry, through the financing of the training of the user groups if not really form the use of habits, whether it is the Commission model or advertising value-added service model is difficult to normal. and the Logistics category and property O2O Enterprises also need to bear the high cost of land and human resources, once not for enterprises and offline businesses to bring a significant increase in the income effect, it will be difficult to maintain long-term.

Second, there is a deviation of the service content under line online. In the community service, because the distance is relatively short, once the content of online services is biased, users will easily discard online channels. And in such as laundry, home economics and other services, users of the "full closed" service flow is suspicious, if the online service does not have an advantage or even weight, users can not develop high-frequency use of the habit.

Finally, the community service is difficult to achieve standardized replication. The service quality of community O2O is easily influenced by emotion, environment, character and learning ability, so it is difficult to realize rapid replication. At the same time, the geographical characteristics, population attributes and consumption habits of different communities also differ greatly. O2O Enterprises can not be standardized service templates for simple to apply, intangible also increased a lot of investment and time costs.

To cope with the challenge, community O2O should pay more attention to the cultivation of participating parties ' usage habits. Generally speaking, only by coordinating the interests of merchants, property and street offices, can we smoothly carry out business promotion, and then carry out value-added services to achieve profitability in the mature market. Therefore, compared with the traditional e-commerce, the community O2O to face more interests, in addition to consumers, but also to the merchant, property, street office as a service object. Meanwhile, the competent department should promote the O2O of Community public service from the angle of strengthening the community management.

At present, there are many pain points in Chinese community service, which is the opportunity for the Community O2O enterprises to cut into the market. But under the circumstance that the experience cannot be replaced online, the community O2O must exert the value-added effect of the line channel, and enhance the value-added of the service, such as transparent information, close transaction, and controllable distribution. Its services can not be in the user experience in the first part of any deficiencies, while the cost, efficiency, comfort and other aspects to provide additional value. From the current situation, discount is still the most effective breakthrough point, and how to let "lazy people" more "lazy" there is room for further play.

The community O2O also should pay attention to the offline entity shop layout, its core value lies in the user's actual use experience, only with the service object 0 distance contact, and lets the service object to produce the trust, thus is rooted in the Community interior entity store not only may with the user and the merchant carries on face-to-face consultation, At the same time also more conducive to understanding the actual situation of the community and people's actual demands, to facilitate timely after-sale follow-up and business adjustment. Because the current physical store costs are high, when necessary, government, developers and property should be related to the enterprises a certain degree of convenience and preferential policies to promote the rapid landing of services.

(The author of the Department of Sadie Strategy Wisdom Park Planning and Design Center analyst)