Good Neighbor Wisdom Community O2O Experience Summary

The real community O2O, the Offline service center can provide a large number of user traffic for the online platform, otherwise the opening of the Offline service center is a failure.

Good Neighbor Wise community through a period of time of product development and the actual operation of the situation, has drawn some experience and lessons, but also we have to more clearly target and direction of the time, so I in view of the current situation, made a few summary:

I. Implementation of the overall objective

Some time ago, our team in the process of implementation, there have been deviations, we want to be the final target users on the platform, although we do a lot of offline activities actually did not get enough users, offline sales is too heavy, under the current online sales model, even if the sales volume is larger, can not achieve profitability, so I think, If we do community activities to promote the operation must have a fan, money to the user benefits must be able to catch the target customers, training users on the mobile phone platform consumption habits, light sell things do not earn money, also can not get users of things, we firmly can not continue to do, we must make adjustments as soon as possible;

Second, community and property communication work

We have obvious communication not in place, unclear question, the property lacks the trust to us, simultaneously we carry on the offline low price promotion commodity to encounter the resistance in many quarters, mainly is the existing Community supermarket and the property company relations we did not take into account, our competition with the community supermarket, will affect the property company's benefit, So we can not promise to give the property company greater and more benefits, otherwise, later community activities will be blocked, so I suggest that we can choose from Community convenience stores and community supermarkets to integrate, we help them business platform, find a cooperation between them to compete, the supermarket owner from the promotion of their competitive angle, will be able to accept our conditions, especially in some communities have a few supermarkets such a situation;

Iii. Construction of Community service centers

There are problems with our location, are in the community inside the office, unless rely on our staff in the community to continue to promote, otherwise the community service Center few people know that the store's customer traffic is almost zero, the real community O2O, Offline Service Center can provide a large number of user traffic on the online platform, Otherwise, the opening of the Offline service center is a failure, from this perspective, we can first around the property, to find Community Street Talk, let them provide a place, even if we bear a certain rent costs, but also to ensure that the Offline service center is convenient enough for the line to drive customer flow into the import, Offline service centers can be integrated in community, instead of opening a service center in every neighborhood, it costs too much, we spend a bit on building 5 community service Centers, and the offline Community service center will be very eye-catching, very influential, and the role of the Community Committee itself does not need to consider profit, Unlike property companies, we will be able to support the community through the creation of community activities, to enhance the image of Community streets and neighbourhood committees, and the government departments are strongly supportive.

Iv. What products should be put on the shopping mall in the platform

From the current line of the general merchandise category, the category is less, gross margin is not high, in a loss to make a yell, this is not advisable, even if the total category of goods can be fully up, but also because of inventory and the purchase of capital pressure and lead to rapid development, so I suggest grain and oil and other similar to the supermarket life products we do not consider their own stock Find a supermarket to supply us directly, the goods must take the differentiated route, we integrate good product resources, can help some new products to do promotion, do promotions, do buy all can, grasp a few core points: good quality, new products, profit, shipping fast, affordable, this is our platform products on line product principle, We mainly from the solution of user pain point, to meet the needs of users, only in this way we will establish user stickiness;

V. How to build User Trust

I personally feel that the cooperation of the property company is a double-edged sword, property company Management Services Good community, we do not trust, afraid to bear the risk, the owner complained that the property management service is not good for the community, we want to rely on property companies to carry out trust endorsement, in the name of the property to promote, but counterproductive, not positive effect, So work with the community and the property, don't think too far, we from the concept of activating the community, is the advanced community to do activities, do what kind of activities, of course, the public good, publicity platform, profit as a supplement, as far as possible not obvious commercialization, parent-child activities, care for old people, service experience class can, is to avoid direct selling of goods; When we can take root in the community, do the activities of the community, enrich the life of the community owners, so that links between the neighbors, we will be able to obtain the continued trust of users,

Finally about the product I want to say: we think too much, do too little, functional modules to plan a lot of, but in fact the line used very little, we should do subtraction at the present stage, and then do addition, many function points will drag the platform to death, but also many functions have not yet developed to die, repeated in doing no work, So the product first pick one of the most important point to do it well, and the property of many functions I feel can give up, to meet the needs of the owner of the most important. At this stage can not meet the needs of all groups, to find their common needs, is to serve the good owners.