From life to social, to platform

From life to social, to platform. Both to the heavy Bo light, but also fast-break quick pick. In the upcoming Community war, Ding Dong Community is not prepared for the earliest one, but it is ferocious, it held high behind the fight, what kind of business logic?

Last December, the project, March 21 this year on the line, has been introduced 100 million Yuan Angel investment, valued 400 million yuan, this is "Ding dong Community" to create a record, it seems to be born on high prices.

Ding Dong community claiming to be "the essential artifact of community life" app, "social", "O2O", "Life Link" is its founder Liang Changlin for it posted three tags.

The community is regarded as the last piece of "Pure Land" which has not been commercialized, and in the past two years many commercial forces, including property developers, banks and internet start-ups, have been seizing the community in various ways.

In the upcoming Community war, Ding Dong Community is not prepared for the earliest one, but it is ferocious, it held high behind the fight, what kind of business logic?

Socially

"In the middle of the night in the neighborhood to see the new Beetle, its owner is too cute, I am not on the clockwork, car can drive away, personal feeling beetle or old section of the relatively good-looking." ”

In the early hours of April 28, the net named "Mary Next Door Lin" Users in Ding Dong Community forum to himself. As of 28th at 9 a.m., this post has received 15 replies.

"Mary Next Door Lin" Live in "Magnolia Incense Court", this is a large community in Pudong, Shanghai, residents almost exclusively young white-collar workers, they mostly rent-oriented.

From the beginning of this year's Test so far, Magnolia Incense Court use "ding-dong community" Residents have nearly 6000 people. They can see the "Community Bulletin" with the help of Dong Ding community, Query life number, can also carpool, second-hand transactions, chat, and so on, where the "forum" is very popular, there are people here for rent, someone here to recommend pizza shop, there are people here to invite the same tour, there are people here grumble, a variety of topics.

This is the effect Liang Changlin want. His understanding of community life is that community life is no big deal, it's all sorts of trivia and boredom, but it's a big scene, and everyone is in this scene every day. "Until the 80 's, there was a lot of communication between neighborhoods in China, get to know each other, have something to shout and help," Liang Changlin, "in the community scene, any life of any transaction, activities are social, that is, the Chinese neighbourhood of the social relationship exists, but only today weakened, Ding Dong community hopes to build a new neighbourhood relationship.

This January, in the absence of visibility of the situation, Ding Dong community chose the most "stupid" way to do the test, sent to push personnel to Shanghai Magnolia Incense Court, Zhangjiang Tomson Garden, such as a few community, to give gifts and other ways to attract residents live Ann.

This is not easy because most people are wary of installing unfamiliar apps. This process makes Liang Changlin feel "very hard".

Ding Dong Community team also thought, consider the relationship well, through the surrounding people pull more people online. But Liang Changlin found this to be wrong, "the key is to do a good job of life, to do well, social is a natural thing."

In the Spring Festival of 2014, Liang Changlin and several senior executives stayed in Shanghai, they almost the whole spring festival holiday are doing "community census", they first from the third party site to find the data on the Shanghai community, and then personally to the plot, verify the number, house prices, household numbers and other information, and then in the Ding-dong community database to classify the community.

In the vicinity of the activated community, they also set up an offline service station, and the deployment of personnel, on the one hand, for the community to provide a variety of services; On the other hand, they are responsible for understanding the characteristics of the community, find the residents most need some services, and feedback to the research and development and

Therefore, Ding dong community for different community users of the functions and services have different. In Magnolia Incense Court, it has a "carpool" function, and is very popular. But in the high-end community, this function may be replaced by car maintenance, clubs and so on.

It takes time and effort to refine these services. Ding Dong Community Practice is, first open the most active community, when a community of users reached 100 people, will be active in the community, which also prepares them for data and functional development provides a buffer time. However, Ding Dong District itself does not provide specific services. It has a team responsible for pulling properties, merchants and other institutions on the line, for the C-end of the user Service, at present, Ding Dong community on the online institutions completely free.

"O2O platform" is Liang Changlin for the Ding Dong Community set the final positioning, it will ultimately create value for users and businesses.

However, the social way to cut into the community, is also ding Dong Community's best way to Excel. 2003, Liang Changlin from the Army, the establishment of the YA-Ya network, this is a vertical type of mother and child community, at present, the Ya-Ya network in the mobile end of the product-MOM help also accumulated more than 10 million of users.

I can't break it.

In the United States, there is also a--nextdoor platform based on neighbourhood social networking, which today has more than 33,000 communities in the United States, and is now expanding internationally. The rapid rise of the nextdoor is due to the meticulous service it provides to the community, and the second is that it finds a gap in a social crowd--a neighbour. In China, there are no giants in the community or in the neighborhood, but there are a few people who are testing water.

It has also been suggested that Liang Changlin quietly enlarge Ding Dong District. But he believes that today, there is nothing to be a secret, if you want to do, do it with fanfare.

The Liang Changlin in the mall still maintain a clear military style. He divided the group of about 100 people into three teams, namely Air Force, artillery and infantry. The "Air Force" is the most refined, currently only 2-3 people, they are mainly responsible for advertising creative and put; Artillery "is responsible for attacking the stronghold, that is, to contact the property, merchants, to reach the cooperation with Ding Dong Community; The largest number of infantry, they are mainly responsible for the next line of neighborhood services and community expansion.

This March, Ding Dong community ads in Shanghai's subway, as well as the audience, the framework of the advertising screen on the hot debut. According to Liang Changlin's plan, the "Air Force" to clear the way for infantry, quickly let users know the brand of ding-dong community, local push personnel to a certain community, at least to the Ding Dong community has an impression. "Fast" is also Liang Changlin to "artillery" requirements, they are in with the property, business negotiations, the principle is very clear, "one day to talk down on cooperation, otherwise it will not talk about, and ultimately let users push them online."

By the end of April this year, Ding Dong Community activated the community has more than 90, of which the number of users in more than 10 of the community. In Shanghai, their plan is to activate 100 communities in April, activate 500 communities in May, and activate 2000 communities in June; By the end of June, the number of subscribers they had expected was 1.4 million.

In Liang Changlin view, after 3 months of development, Ding dong Community accumulation of the most core things is not the number of users, but the user's understanding more thoroughly. But this is not enough to build a sufficient competitive barrier to the Ding Dong community.

However, Liang Changlin refused to use the "millet" tactic. "Must be fast, first let users know that the battlefield is our, and then slowly transform products," he said, social, user is the most important, and difficult to defend, once the occupation of positions, you can build more and more wide moat, in the future competition to maintain the first advantage.

But it's expensive. April-June is Ding dong community in Shanghai, "siege period", it plans to invest 52 million yuan, in addition to advertising, rapid expansion of the team is also one of the main costs. At present, Ding Dong District in Beijing's expansion has started. Liang Changlin said the cost of spending in Beijing is also not small. Therefore, this May, Ding Dong community will also carry out a round of financing, it is said that more than VC has been sent to the olive branch.

But is it not cost-effective to spend so much money? Liang Changlin don't know. "At least today's cost is the lowest, and once there is a competitor, the price will be higher," he said.