Community O2O Entrepreneurship Report: Hard work dirty how to make money

Editor's note: Following yesterday's launch of the "Community 020 User Experience Report" (see Vendi), NetEase Technology today continue to launch the "Community 020 Entrepreneur Report", from the perspective of entrepreneurship analysis of the Community 020 business logic and business model. If there is any field in the future that will give birth to the giant bat, 020 is undoubtedly one of the areas with ample imagination.

First, "Community O2O": Ready to send

1. Community users have great potential

According to the China Internet Network Information Center (CNNIC) published China Internet Development Statistics Report, as of June 2014, the size of China's internet users reached 632 million, of which the size of mobile internet users 527 million, Internet penetration rate reached 46.9%. Internet access devices, mobile phone use rate of 83.4%, the first time beyond the traditional PC overall 80.9% of the use rate.

According to data from the National Bureau of Statistics, China's urban population in the end of 2013, the proportion of the total population rose to 53.73%, from the community-wide expansion, the community O2O a large number of users will be the first trigger from the town, especially to the north and deep several major cities, because the Internet penetration development,

2. Group purchase for Community O2O business Development lay a good foundation

If you say, Ali led the electricity business to the internet shopping popularization, then group buy on the line under the traditional service market access to the Internet channels for a good education and user habits of cultivation, group buying initially also stepped on the local life service of the Express road, the rapid outbreak, the Thousand Regiment war and so on are the best proof of its hot performance.

The investor of Groupon, the Groupon, once said, "When you were a Groupon, call the merchant and ask why you worked with Groupon." The merchant said that because Groupon was selling well, it went on to ask what the rationale was. Groupon asks marketers what you used to do on the Internet. Businessmen ask what the Internet is, is that thing on the computer? So many businesses do not understand what the Internet is, and they lack Internet tools to help them do business. "Group buying opens a new chapter in local Life services networking.

According to the "2014 China Life Service O2O Market Research Report" report shows that in the first half of 2014 China Group purchase market turnover amounted to 28.77 billion yuan, an increase of 102.5%. Third party organizations will buy data and O2O life services directly equal, a certain sense is for group buying identity.

Group Buy currently China does not have a listed company, and the main local life services company, after years of slow growth, there has been a vigorous growth momentum.

The "money" of community O2O can be seen through a few data

Data one: The relevant data show that the per capita GDP of more than 3000 dollars, people's lifestyles will change greatly, and the commercial industry will gradually change from the business center to various types of Community business;

Data two: European and American countries, community business occupies more than 60% of the total social business expenditure, while in China, the current overall level is less than 30%;

The concept of community O2O has been pursued by the capital in a new round:

Ii. the O2O and extension of community

1. Community O2O category and current number of users

(1) Community 020 Category:

From the present market has the product to look, the Community O2O Service's roughly has several kinds: the electric business class and the conformity service class.

Electric Business Category: Beijing East, Suning, a shop and other traditional electric dealers and community 001 led by the new community electric business

Integration of service categories: including domestic services, social class, classified information category, Life Service category.

Domestic service categories: E home cleaning, cloud housekeeping, Cat House boys, Rongchang e bag washing and other businesses, mainly to the nanny, hourly, month sister-in-law, cleaning, maintenance and other domestic services, distribution services, transceiver services, such as users of the fold.

Social class: Ding Dong Community, community housekeeper, etc.

Category Information Categories: Cloud Home, the community worry-free, etc.

Life Service Category: 19e, Life U community, affordable and so on

Room Service Category: Life radius, home food, easy to Amoy food, etc.

(2) The user scale of each enterprise, according to the data provided by the start-up Enterprise, NetEase Science and technology simple statistics as follows:

Community 001: Registered users in the scale of about 800,000, customer unit price of 300 yuan.

Life radius: Every day around the country is about 20,000, the customer unit price between 50-70 Yuan, now has 20% of users choose to move to pay the order, this proportion is constantly rising.

E-Bag washing: More than 10,000 laundry per day, more than 70% through the micro-letter public number under the order.

The community worry-free: At this stage, through the community without worry registered users more than 1 million, active users in the scale of more than 100,000, monthly distribution fee of more than 100,000 yuan.

Cloud Home Economics: The present day is about 1500 orders, the total user more than 500,000.

E Home clean: At this stage, full-time aunt has more than 6,000 people, at this stage each Aunt service time in 2-3 hours, customer unit price of 60 yuan.

Hungry: Covering nearly 200 cities, daily orders 1 million single, average price of 20-30 yuan, at this stage hungry Mody in the campus users, Office users and a few of the competition on the sale of the platform launched a close melee.

19e: Vice President Xiaojun revealed that 19e covers more than 300 cities nationwide 500,000 franchise stores, registered users more than 500,000, one-day water break 150 million yuan, monthly for more than 50 million people use.

2. Community O2O Entrepreneurial entry point is the key

For community O2O, finding a service entry point is more practical than any concept. Life RADIUS CEO Xu Weihao that the life of the radius of 45 minutes delivery is to meet a large number of immediate shortage of delivery of pain point; e bag washing The chairman Zhang Rongyao said that at this stage e-bag washing a large number of users are Internet users, they are very easy to accept laundry service, the effect is very good Community 001 Chairman and CEO Shaoyuan revealed that 001 of the community is targeted at 35-50-year-old community women because they manage the family's money bags. Cloud housekeeping and E home cleaning all choose domestic services in Shanghai and Beijing have achieved a very good success, domestic service is one of the basic community Family Services, user frequency is stable, can serve into the home, is a lot of community services can not be satisfied.

Community worry-Free CEO Tang Hao NetEase Technology interview, said that the community from the service latitude into the community, the platform is just outside the observation, must be from the specific service categories to cut, the order of Home Economics and other high-frequency service will be the first choice at this stage.

58 with the city CSO Xiaohua to NetEase technology, 58 in the future in the local Life O2O service projects still adhere to the platform model, for the vertical category will be given to partners, he hopes that entrepreneurs give up platform entrepreneurship, starting from the vertical category, with 58 cooperation.

Iii. community O2O business logic and business model

NetEase Technology interviewed a number of entrepreneurs agree that the Community O2O entrepreneurship is hard work dirty, need "slow Kung fu", many community O2O Enterprises are founded three or four years ago, compared to the 34 listed electric business enterprises, they do is 10 years of resistance to the heart of the preparation. They also say that service is the most critical condition for the O2O of the entire community.

Because the whole Community ecological network, can connect households and households between the only bridge is the service, the past property as the basic community configuration, but today does not fully meet the needs of users.

In the past, the most basic express delivery package has already exhausted many properties, and if the property to try networking services to increase service, more difficult, but a few mature properties willing to do such a trial, but the effect is not obvious. Recently a special for the property to solve the problem of receiving the goods received by courier just received financing, already in Beijing has 4,000 service points, the future will extend to the country.

So the future commercialization potential of community O2O projects can be exerting force from both ends, B end to the property and local service agencies Collection Commission, c-end to charge users a service fee, this is the entrepreneurs agree with the profit channel.

However, the business model of the specific service industry is different. According to the interview, NetEase Technology analysis:

1. Community Electric Business:

Representative Enterprise: Community 001

Business model: The current income from the "business over sales of the Division + brand products divided into + logistics distribution costs." The partitioning of ultra is very low, and this part belongs to the purpose of shop users. According to different business circles, has introduced brand merchants stationed, but also fresh, electrical appliances and other products, this part of the charging platform service fees, about 20%, is the main source of income.

For the community 001来 said, there is no inventory, no warehousing, no supply chain management, relatively light mode of higher profit margins, human costs become its largest expenditure.

Market promotion, relying on direct cooperation with the property, as well as the actual goods to the community to push, the cost is not high.

Future Imagination Space:

(1) Community power providers from the distribution service extension, fresh, electrical, branded goods value-added higher profits.

(2) The Future service flow, covering more areas, distribution services can be opened to increase revenue.

(3) Combined with property to open up a larger community after the market service, and the property end to break through the category of shopping restrictions, can be carried out across the field of cooperation.

Shaoyuan, the founder of the Community 001, who had served as SouFun operations president in the early years, was responsible for the commercialization of the house, and the real estate industry, he revealed, because of the advantages of resources, to the Community 001 into the community to promote a lot of road, Community 001 also give a lot of property to provide Property Initiative will promote community 001 services in community activities, and many exclusive services, the value-added is very high, the potential of a huge.

2. Domestic service:

On behalf of the Enterprise: Cloud Home and E Jia Jie

Business logic and business model: Home Economics as a basic family service composition, service time, service frequency, service demand is clear, it can be said that the Community O2O service standard products. Cloud housekeeping and E Home Jie representative of two models, cloud domestic through the store SaaS system, the offline store directly networked, building a huge line under the online service platform, Xueshuai revealed that at this stage cloud home economics platform is completely free, through the collection of user Services after the Commission to obtain commercial benefits.

E Home cleaning through, their own buyout aunt, to auntie full-time time arrangement, that is to ensure quality and ensure the service time, E home clean through with aunt divided to get income. E Home clean CEO Yuntao revealed, E home clean now introduce recharge card business, now every month recharge user income has reached more than 1 million, the whole company running funds basically not a problem.

Future conceivable space:

(1) Cleaning service is directly into the family services of the Community O2O products, service agencies, service personnel Trust is very critical, Yuntao revealed that there are many families for a long time to serve the aunt, often put forward to help purchase supplies of life needs. Now a lot of cleaning tools companies have to buy out Aunt Service tool demand, which is also an additional income.

(2) Aunt through cleaning, can clearly understand the use of household goods, the future can be increased two times marketing and other behavior.

(3) from the cleaning service extension, domestic service platform can provide monthly sister-in-law, nanny and other services, in the future can create higher profits.

3. Classification Information class:

On behalf of the enterprise: Community Worry-free

Business logic and business model: Classified information class mode, similar to the traditional 58 city, net, but the community classification information model, for the service requirements higher, more sinking, need to be specific to the service itself.

Community worry-free CEO Tang Hao revealed that the current stage of income is divided into two: Information display based on the effect of paid advertising, as well as distribution services revenue. But these two businesses must be built on a huge user base, huge data accumulated under the line, he said, the community worries with the Shanghai municipal government, in many communities to promote, reduce a lot of promotional costs, for the offline service agency information all from the community worry-free self-trial, this part of the cost is higher.

The future classified information Model Community O2O project, for the user number, the activity degree, the merchant quality is the examination important standard, the charge pattern basically is the advertisement charge pattern mainly, plus the service fee charge.

At present, the platform type Community O2O service, the promotion difficulty is big, must complete the service closed loop, but satisfies the information demand, both ends operation to the fund request is high.

4. Meal Room Service:

On behalf of the enterprise: hungry, life radius, home food will

At this stage, the service has been in a few first-line second-tier city expansion of rapid, user acceptance is also high, distribution of the time limit has a higher guarantee.

Source of income: collect 15–20% fees and charges to the restaurant, and charge the client for delivery

Advantages: The income model is more stable, the user approval degree is higher, at the same time also put forward the higher request to the service timeliness, at the same time to raise the service the catering organization to put forward the higher service quality guarantee.

At this stage of the problem: Delivery meal Service competition, a number of companies to compete, customer unit prices generally low, easy to appear group buying chaos. The previous booking platform to participate in line services, for the new start-up company space is not.

Opportunities: At this stage of the service is mainly to the customer service, catering c2b phenomenon in the future very potential, customized services, the future is high margin, high customer price opportunities, start-up companies can become a useful supplement to the platform, and its all-inclusive than small and beautiful more sexy.

Conclusion: As the beginning of the community O2O easier, is hard to dirty, need to activate the offline merchants, gather line traffic. The current influx of capital, good catalyst for entrepreneurs and consumer end. For entrepreneurs, how to control the quality of the service under the line, how to manage the team under the line and the development of traditional service point of cooperation is difficult. Entrepreneurial enterprises can not be impatient, team building, service flow control must start from every detail, and for the market cultivation period, the entrepreneur needs to discard certain benefits, cultivate the habits of users, the potential of a huge future.

(Responsible editor: Mengyishan)