Community O2O not solve this problem, it is empty talk

Into the 2014, the Community electric business concept is not lively, first has the Beijing-East announced cooperation with 10,000 convenience stores O2O, and then the country has emerged thousands of Shun Fung Hey Inn, to Vanke, the pattern of the representative of the real estate developers also early layout of the community this market. Enter this industry in addition to the industry chain-related enterprises, there are similar community 001, love fresh bees to solve logistics last kilometer distribution as the starting point of grassroots entrepreneurs.

Let's first analyze these types of O2O patterns. First said to Shun Fung as the representative of the Hey Guest mode. For Shun Fung, the strategic layout of the shop has at least a few layers of significance.

First, the logistics as the last key link in commodity trading, to get through the last kilometer to achieve the normal contact with the end consumer group there is a huge business opportunity for Yu Shunfeng. In Shun Fung Hey shop behind, hiding is shun Fung trying to build local LIFE + Service electric business ambition. From the field to the table, Shun Fung Control is the lifeline of the entire industrial chain, relying on the whole process of cold chain + rapid logistics advantages, shun Fung optimization has become the first domestic to go out of the broad deep, the fresh distribution to expand to the second-tier cities of the vertical food electricity, storage of fresh goods can be distributed 54 cities, Non-warehousing direct supply of goods can be achieved through the rapid logistics system such as Fung-Feng, 24-hour direct access to the hands of users.

The second is the "last kilometer" of the delivery cost of about 30% of the total cost of logistics distribution, which is also the entire express industry, Wei has repeatedly mentioned to solve this problem, through the Hey shop through the last kilometer of distribution, can thoroughly solve the logistics problem. If you do not get through the last kilometer of distribution, the future once there are enterprises to seize the strategic heights to get through the last kilometer is the equivalent of a person pinched the throat, shun Fung first layout completely understandable.

About Shun Fung Hey store's future many Internet practitioners hold the pessimistic argument that they need to precipitate too much money, education community residents to the "Hey Shop" cost is too high, and more importantly, the existing product line is too single, in the solution of product and user demand diversification issues compared with the electric business platform does not have the advantage, Can the existing revenue of Shun Fung be able to support to see the moment of dawn? And the media often cited data is, 2012 shun Fung revenue reached 20 billion yuan, net profit of 1.2 billion. Industry estimates, if the average annual growth rate of 40% per annum is calculated, 2013 Shun Fung net profit of about 1.6 billion yuan, and open 4,000 stores, single shop cost of 500,000 yuan, last year's net profit will be completely burned, and so far Shun Fung has opened more than 2000 stores nationwide, Does that mean half the net profit has been burned this year?

The algorithm itself is in the Shun Fung Hey store no revenue as a hypothetical premise, but the actual situation is not all shops are loss, and more important is the community residents to shun Fung Hey store the habit of sending Express, Hey Inn in addition to send and receive courier, to provide clothes dry cleaning, prepaid, Order tickets and other people's lives are closely related to services, and the future more imaginative space is the direct payment of residential property charges, utilities and other core services.

For Shun Fung Hey shop, it is now facing the problem is the lack of physical power operators operating experience, involving cumbersome trading links. In solving the problem of product and user demand diversification, this is why we now see it in the store more just shun Fung's few own products, and no other goods in kind, and experience with the electric business platform compared to no big advantage. In addition, with the advent of the mobile electric business era, the randomness and immediacy of shopping more and more strong, in the product compared with the electric business platform without differentiation, Ali Jing Dong spent so long time to cultivate users online consumption habits how to break?

Then say the real estate community O2O model represented by Vanke. Vanke will be done by the community called "Five vegetables A soup", of which "five dishes" contains the five dining hall, supermarkets, banks, laundries, pharmacies and the three categories of living with the owner of the daily life of solidarity, "one soup" refers to the "Happy market" (vegetable supermarket chain). The real estate business is also an activist in the layout community. Since 2002, its property management platform color Life Group through the acquisition of property management companies, the way to expand in the community's sphere of influence. At present, the color life services community has more than 500, covering about 4 million people.

Veterans are not optimistic about the community O2O of these real estate companies, this is determined by their genes, in the past more than 10 years, the real estate industry is enjoying the collective profiteering, the entire industry can easily make money lying, community O2O as a low margin and heavy industry, let them heavily furnished, obviously too idealistic. To do a good job of community O2O, the first hurdle that needs to be crossed is how to realize the interest game with real estate developers and property companies. A simple case is in some communities, if the relationship with the property is not good enough, express enterprise even don't want to come in, let alone god horse O2O. For example, Vanke's Happy post stipulates that each generation of a parcel to the express company to charge 1 yuan, if more than 3 days, the recipient will also be 1 yuan/day standard to pay custody costs.

The real estate enterprise does not have the community O2O, but it will be a successful spoiler, because of historical reasons, China's community resources are highly concentrated in the hands of a small number of developers subordinate property companies, anyone who wants to bypass the property companies to go it alone is wishful thinking, and to integrate the country so large community resources, Perhaps more difficult than recreating a Ali electric trader.

Next, the third type of grassroots entrepreneurs. At present, the main point of this type of entrepreneur is to localize the Community logistics distribution platform, utilize the surrounding ultra of the community, take the logistics distribution as the main connecting tool, help the business super solve the last kilometer distribution problem and reduce the time cost of the community residents. The most typical of these is the Community 001.

For the community 001来 said, the self-built logistics must bear the high cost, but it put the supermarket and convenience stores do not want to dry dirty dirty dry, help them reduce costs, so can effectively bind ultra. To solve the logistics distribution is only a part of its business model, Community 001 is moving towards the local community electric platform, through the control of logistics and distribution of the derived commercial value far more than the logistics and distribution costs.

Another community O2O entrepreneurial team Love fresh bee is the light asset model, it does not set its own full-time distribution team, mainly using the Community convenience store idle resources to complete the last kilometer of distribution. The advantage is that the risk is lower, but the disadvantage is that the service can not standardize, the quality of service is difficult to protect, other peer replication threshold is also lower, more importantly, it can not be like the community 11 with end consumers to do interaction can not connect more business services.

But no matter what form the community O2O, The problems they need to solve together are: 1. The cost of education for community residents, the current community residents are mostly middle-aged and elderly people, how to let them accept this new community shopping model requires a higher drainage costs; 2. The ability to extend the business model, if only to provide the last kilometer of basic logistics distribution, plus Commission rebate, gross margin is also in 10 %, so the need for community residents to extend more personalized services, such as domestic cleaning and other personalized services. 3. Resources integration capacity, the community contains a huge gold mine, but the property companies under the monopoly of the community has a very close and stable community ecosystem. In the face of the absolute monopoly of property companies, how to successfully enter the community is not an easy thing, this is related to the value of the business model level.

The veteran had a few days with a friend from Shanghai to eat and chat, he is a home field infiltration of 10 years old veterans, last year, sales over 300 million, is a very successful entrepreneur. Now he is also crossing the border to do community O2O, in chat we have mentioned that the industry appears to be a blue sea, but compared with other Internet industry entrepreneurs, the industry's entrepreneurial failure rate will be higher. The biggest difficulty for the entrepreneur is not the product but the profit of the monopoly. If you can not comb through the relationship with the upstream property and developers, no deep network background, no matter how good business model and product can not have a eminence situation. Models, products, marketing, etc. can be replicated, the industry's most important competitiveness is the ability of entrepreneurs to integrate resources