How does community O2O "cold start"?

The last time I saw investors, investors threw a question: how do community O2O "cold start"? The so-called "cold start" refers to the initial in the absence of financing, no business, and even users do not have the circumstances of how to quickly cut into the market. This is also all the community O2O entrepreneurs get financing before the inevitable problem, today, and we discuss the community O2O "cold start" a few into the path.

Property company

The whole property industry is in the cold winter to seek transformation. Taking Shanghai as an example, according to the Shanghai Association of Property Management industry, the average collection rate of the entire Shanghai property is 74%. And from the Shanghai District Housing Management departments grasp the situation, 12 to date, the Shanghai property company actively withdrew from the administration of the community about 220. Many property companies are caught in a vicious circle of "loss-reducing costs-declining quality of service-residents discontent-the difficulty of price adjustment for property costs". Even if some of the community's collection rate reaches 97%, property companies are still facing the dilemma of property costs and costs to hang, in this respect, many property companies began to play parking fees, rental basement, advertising revenue ideas, but this part of the right to return should be owned by all the industry, and then create a new conflict of interest ...

In this context, cooperation with property companies is the best way for community O2O entrepreneurs to enter. The exchange of resources also spawned many business cooperation scenarios.

1. Logistics Distribution: Use the property company's idle resources to complete the distribution within the district. The property company's service personnel has the natural superiority to the district interior environment familiarity degree, moreover some upscale community does not have the Community security the permission, The courier personnel even the gate all is difficult to enter, the logistics distribution income also will become the future property company income growth important pattern.

2. Property Management: Including the charge of property charges, the push of the community news and so on. These are mostly value-added and extension services, seemingly insignificant to help property companies realize the internal system of information, reduce the number of employees to achieve the goal of reducing human costs, but also to increase the bargaining chips for entrepreneurs, to facilitate cooperation with property companies to reach the intention

3. Community PR: the promotion and marketing activities within the community. This is one of the most important ways to get community users in the early stage of community projects, and property cooperation will drastically reduce marketing costs and even gain some exclusive resources.

4. Community services: such as maintenance and housekeeping services. From the point of view of the user, I passed the property introduced by the aunt far more than through the mobile phone app found to be more reliable, but also easier to get my trust, after all, in the domestic community O2O still difficult to get rid of "acquaintances economy." Another problem is similar to the first one, through the aunt Help and other platforms to contact the Aunt may even the Community security this is difficult to pass.

5. Platform operation: For example, Cai Life and Vanke's "where to live." Color life through the consumer points to deduct property fees, "where" has joined the "property communication" to strengthen the property and user interaction between the personalized ... Of course, this involves the transformation of traditional housing enterprises from the bottom up, they themselves hold offline channel resources, and community O2O "cold start" does not have a direct relationship.

Businesses

With the large invasion of electric dealers, offline businesses, especially the real retail industry has become an indisputable fact of the recession.

According to the prospective Institute of Industry data, China's total retail sales of consumer goods 23.438 trillion yuan in 2013, the nominal growth of 13.1%, excluding the real increase in price factor 11.5%, 2014 growth continued to decline. Sales of large retail companies are in the midst of a continuing slump. 2013, the national retail sales of key large retailers rose 8.9% year-on-year, the growth rate fell 1.9%, two consecutive years of decline in growth and the lowest since 2005. Over the same period, the network retail market transaction size reached 1.89 trillion yuan, an increase of 42.8%

Community O2O entrepreneurs seize the opportunity to help offline businesses together to fight the invasion of electric dealers is also a "cold start" important path.

1. The location of relatively remote businesses: this part of the business because of the location factor offline flow less, but also has the advantage of lower operating costs. Entrepreneurs in the early days of less users should start from this part of the business, to draw them to join the platform will be much easier.

2. Low density coverage, improve the quality of cooperation merchants: for the start-up period of the Community O2O Project, the early cooperation merchants should not blindly biting the number of businesses. On the one hand, too many businesses can not guarantee the standardization of services, and even bring users a bad experience. On the other hand, the entrepreneur will not have much of the online flow of all the guidance of these cooperative businesses will bring them a significant increase in the number of other businesses to play a clear model role. Take our retail project as an example, two km coverage of 4-5 of the offline shop is fully enough.

3. Use the cooperation merchant to carry on the offline promotion: The above second article merchant obtains the considerable economic benefit to have established the good cooperation relationship with the entrepreneur. At this time, entrepreneurs can make full use of the offline resources of businesses to promote, such as shop posters, gifts, and so on, and even businesses to shop customers to actively promote the app. Entrepreneurs must understand that the upfront increase in exposure is the simplest and most brutal issue for converting users.

4. Merchant Distribution: That is, the use of business errands. This is due to a number of different areas of subdivision. Can be like the United States to sell into their own value-added services, but also to do imaging like fresh peaks of peer-to-peer crowdsourcing services. Of course, the most obvious problem is the distribution service standardization, which requires the right of the entrepreneur.

User

After the product on-line from the first to the 1000th user's acquisition should be the entrepreneur early stage biggest headache question, especially is in the product does not complete the financing to be unable to burn the money the case. However, this problem is difficult to generalize because of the wide span of subdivision areas.

I happen to see an article in I black Horse today, how do startups go from 0 to 1? From those stupid things. The original author thinks that the entrepreneur should start to accumulate the seed user from the most "stupid" method, the author is also quite agreeable to this point of view, incidentally share two classic cases for reference.

Poly-Mei Excellent product was first called Tuan Mei Nets, three founders experienced a game after the failure of advertising clicks, Xiaoping investment of 180,000 U.S. dollars are still running out. As a result, three of them went to work on their own cosmetics, Daiusen in everyone online registered a vest, with a few years BB cream of the senior person's identity, sent a post, BB cream for a detailed analysis, and at the end of the article embedded Group of the United States network links. Finally, this article has hundreds of thousands of reading volume, but also to the group of the United States to bring the first group of users.

Wang era of the school of the school bus to send students to the railway station to obtain the first batch of seed users. The 06 Beijing Subway is far from being so developed, students often need to go home in the winter months ahead of time to catch the train. So the school has launched an activity in which students fill out their real information, schools, names, majors, and train shifts. As long as the same place at the same time to gather 50 people, the net to rent a bus to send everyone to the railway station free of charge. In this way, Wang only spent 14,000 to get 8,000 users.

To sum up, the entrepreneur, before getting financing, should first consider and property company cooperation, integration of channel resources, and the geographical position of the merchants settled in depth cooperation, while cultivating high-quality businesses to promote the line, and finally through the "stupid" method to obtain the first batch of seed users, to achieve community O2O "cold start."