Find a stable niche market in a complex business environment

In the complex business environment to find a stable niche market, is the most urgent business.

In the mobile internet age, talking about physical commerce seems less sexy. However, we are pleasantly surprised to find: In the sun shines, the community has become an oasis of business explorers, the real economic veterans, emerging economic riders, Mercedes-Benz.

Why occupy the community?

The popular language of the Internet is that the community has become the gateway for all businesses to compete for users because of its "user volume" growth, "data" precision, and a "just need" market.

First, the acceleration of urbanisation has led to a surge in the community's "user capacity".

At the end of 2012, the urban population accounted for more than 52.6% and the total population was over 700 million, according to the National Bureau of Statistics. Even so, the level of urbanization in China is still not high, the urbanization rate of the developed countries is higher than 95%, the urbanization rate of the medium-sized developed countries has reached 85%, and the urbanization of China has a great space for development.

In the process of urbanization, the social ecosystem, human production patterns and lifestyles have changed. The continuous influx of people, resulting in the city center resource constraints, the crowd gradually to the emerging community gathered. At the same time, the original commercial center is difficult to carry the increasing flow of people, gradually to the emerging Community business Center diversion.

In developed countries in Europe and America, community commerce has long been the carrier of the residents ' comprehensive consumption, accounting for about 60% of the total social business expenditure. In China, the overall level is less than 30%. As of 2012, there were tens of thousands of communities in major cities across the country, with 500 or more communities having commercial development value. There are about 50,000 people in 500 or more communities nationwide, about 25 million households, and 75 million of the population, all of whom are Chinese middle class or above, with a yearly consumption of 10000 yuan, according to the average person's annual consumption of 750 billion RMB.

Second, community based services are "just needed" markets.

Urban lifestyle changes, people want to live in the range of 500 meters to complete the basic daily shopping consumption, the nearest consumption becomes just needed.

Compared with the city center Business Circle, the community commerce is inferior to the size, the commodity type, the service scope. But it has its own advantages: close to the community, customer group fixed, have a higher rate of repeat purchase and customer loyalty. Modern people work under pressure, fast-paced life, not willing to watch a movie, eat a meal, drive half an hour to endure congestion, go downtown consumption, community business just can meet this part of the demand. From the point of view of business itself, the front rent of the community is cheaper than that of the city center, and it is easy to construct the business model of "low investment and steady return".

Once again, it is easy to achieve precision marketing based on community specific groups.

User data is the most valuable resource in an era when Internet thinking is actively transforming traditional business. The business model, business form and product form of the enterprise are designed and operated based on data.

The data of the community is the most accurate. The emerging community is the result of the owner to vote with the wallet, the people living in the same community, basically in the same social status, the same income level, consumption capacity is basically convergent. Therefore, a Community data collection, easy to analyze the local consumer demand for personalized, phased consumption total. Based on this, the corresponding business model can be designed.

Occupy the community, is equivalent to occupy the channel, with the community customer good interaction, easy to cultivate brand loyalty, at the same time develop an epitaxial marketing.

Five trends of Community industry

Due to the characteristics of Chinese urban development, the Community business management presents five trends.

Trend One: Community business development is more in favor of multi-functional complex.

With the living style becoming more and more work, living and shopping in the community environment, a single function can not meet the needs of the people's consumption, community commerce towards the Community complex transformation.

Trend two: Different levels of urban community business consumption behavior is different.

First-tier cities, commercial "experience of the state", "business branding" trend is obvious; two or three line city, community business "shopping mall", "extroversion" obvious, consumption depth along with service and product supply depth with development, four or five line city, new urban area real estate development dynamics is bigger, local consumption behavior has strong being guided.

Trend three: Chain-type operation will become the leading mode of community business.

In the Community business Service system, the introduction of the strength of the chain enterprises into the community, the development of the daily consumption of the "big Shop" is a trend to standardize small stores in the community, improve the level of modern management.

Trend four: A single functional retail business will gradually fade out.

In the future, many community business complexes will become the city's new regional business center, and the retail trade of single function will gradually fade out, and replace it with a highly complex community business which is closer to modern household consumption and trend.

Trend five: Community commerce in the direction of E-commerce development.

Nowadays, the transformation has become a common subject faced by all walks of life. For the Community business, the community of the electric business is increasing, and the nationwide large developers and property management companies have started to develop Community electric quotient system based on the community living Group.

Three points into the Community market

To preempt the community, there are three paths to cut into.

Path One: operation and development of community commercial entities

Foreign community business development has been more mature, most of the development in the government's unified planning, such as the United Kingdom, Singapore and other countries. In China, because of lack of unified management, the development of Community business is still deficient, and the demand of residents is disjointed.

As the saying goes, the place of Chaos, the Montreal gold.

At present, real estate developers, professional business management companies have been involved in the battle of Community business operations. For example, focus on residential development Vanke High-profile layout of Community business, with a unified planning, centralized management model, holding part of the community business, in order to change the value of value-added real estate, professional business management companies are also racing horses.

In the process of doing community business operation, because each city's economic development level is different, consumption habits and psychology are different, in the Community business positioning should be considered. For example, in the first-line city of new community commercial projects suitable for the fine route, in the two or three-tier city of new community business suitable for the large-scale route.

Path two: Complex community service

With the development of E-commerce, people's lifestyle changes, as well as the aging society slowly approaching, the last kilometer became the battlefield of Business competition, service to become the ultimate product.

Financial, retail and logistics enterprises have flocked to the city. The financial institution represented by Minsheng Bank to build the community finance, to seize the "capillary" of the financial pipeline, claiming to open 10,000 stores in three years, Haier as early as 5 years ago, the layout of the Community network, there are more than 5,000; heavy Grain group released 2014 to build 3,000 community stores in Chongqing, product free distribution home.

All the paths of the same path show the common purpose of "channel sinking", all conforming to the same service concept: convenience, benefit, and huimin. The old convenience store needs the function to upgrade, not only provides the daily necessities, it may also need to provide the collection water and electricity expense, on behalf of the deposit and so on service; a hair salon not only gives hair styling, it may also offer dating services. Line is the service industry, with a community of accurate customer resources, what customers need to provide what.

Path Three: Transforming community life with information

The Internet, mobile internet, cloud computing, IoT and other fields of application technology have already entered the community.

Intelligent community, Smart family and other projects have been tried all over the place, but because the community has a decentralized and diverse, intelligent community projects are not the heat, there is no absolute market dominance of enterprises. Nearly two years, the "o2o+ community" concept of the business model in all over the flowering, the major tube companies are in the community platform to explore, but because the property management companies lack of internet genes, and the current internet giant is not enough attention to the market, this area is also in a tepid state. In fact, community residents have a demand for quick and easy service, peripheral life services, community advertising, community power, property value-added services, neighborhood social and other aspects have a lot of space, if someone can seize the user pain point, standardization of services, will be able to excavate a large market with explosive force.