In the central era, the O2O of the reverse community

On December 11, on the pro version of the micro-credit course, Zhangxiaolong, the "father of the Micro-trust", delivered a video address to the micro-credit public. Zhangxiaolong mainly refers to the "eight-point" of the ecological design and planning of micro-trust, especially the center of micro-trust ecosystem.

The O2O also applies to communities with obvious social characteristics. For example, the current domestic do more mature ding-dong community and the life circle of Mr. Koala, the former encounter crisis shows that the online social as the starting point, the infiltration line of the positive community O2O mode is gradually declining. The latter has rapidly emerged as a O2O model with huge offline resources and reverse communities on the reverse line.

What is community O2O?

The so-called Community O2O, refers to in the mobile Internet and electronic commerce popularization era, through the line to the offline resources integration, completes the product or the service "the last kilometer" the distribution, its core is takes the community life scene as the center, constructs the user and the merchant, the door-to-door service provider connects between the platform.

Unlike traditional electric dealers, community O2O not only have social attributes, but also emphasize offline products and services, which have obvious localized geographical attributes. The current mainstream model of community O2O more emphasis on access to the online channels, with social or vertical services as a starting point, gradually penetrate the line, including community convenience stores, fruit shops, dry cleaning and offline home, express, car rental, take-away services, such as convenience, to create a community business closed loop. On the other hand, domestic community services generally do not keep up with the residential needs of owners, and there is also a lack of effective communication between property and community owners and community suppliers. Ding Dong's loneliness has shown that the community life service problem is not a simple online channel or an app can be solved, but the need to integrate a variety of community supply chain resources to provide a variety of services to the community needs.

In the time of going to the center, community O2O not only need to break through the traditional electric business thinking, but also grasp the pain point and demand of community service. Specifically, the current domestic community life is roughly the following pain points:

First of all, property services need to upgrade the industry;

Secondly, the problem of safety and service in the community "lazy economy" is outstanding;

Thirdly, there is not enough trust and feasibility in the new neighbourhood relationship under the Internet.

Community O2O in the central era

Under the background of O2O and rapid development of mobile internet, community O2O break through the traditional online thinking. This is determined by the characteristics of the mobile internet era.

On the whole, the future community O2O should pay more attention to the differentiation, a wide range of offline communities and services, and provide a unified, high viscosity platform to solve the above three major pain points, to do a comprehensive community O2O system platform, but also to provide and monitor the offline business information, product information, It can also make good social connections with the neighbors and merchants of the Community platform on the premise of ensuring safety and trust degree.

Inadequate penetration of the market

November 27, Iresearch and published the "2014 China comprehensive category of local life service Electric market industry Development Research Report." Data show: 2013 Local life Service O2O market scale of more than 170 billion yuan, the year-on-year growth rate of 45%, but currently in the entire local life service market penetration is still low, less than 4%. Local Life Service O2O market itself is growing faster, will be expected to become the next trillion-tier online market.

In addition to the inadequate penetration of the line, the large community O2O market is also reflected in community social and community service needs. CCTV has conducted a survey of China's neighbourhood relations, which surveyed 15 large cities nationwide. The results show: 84% of People's UI neighborhoods are barely recognizable; According to a survey by Tencent Science and Technology, which covers 19,694 netizens, only 24% of users think they are "diligent" in their lives, with 69% of users clearly saying that their communities do not have relevant O2O services. This means there is a huge market prospect for community social and community "lazy economy".

Community socializing in a centralized way

The rise of micro-letters reflects a natural, socially-oriented gene in the social sphere, particularly in the community. At present, the Community social field development is immature. This is reflected in: the current domestic most of the Community management disorder, the population of the flow of relatively large, community security deficiencies. In this very immature community environment, residents are more concerned about the safety of community life, comfort and convenience of life and other basic physical needs and security needs, and community social needs are relatively high level of demand. This also coincides with Maslow's five hierarchy of needs theory.

In addition, community social polarization is serious. Social networking is not only between acquaintances and strangers, but also intergenerational socializing among people of different ages. In typical metropolitan communities, the permanent population is dominated by commuters and retirees. This is the social differentiation problem and pluralistic phenomenon brought by the transition period of the industrialized society in China from the industrialized society. This is why the micro-letter to the central rise, and the Ding Dong community is one of the root causes of the ultimate fold.

Real estate is the entrance

Because of the huge market potential, the big old commercial giants have tried the water community O2O, such as Ali "Day Cat community service Station", Shun Fung Hey guest experience shop and Minsheng Bank will soon implement the 30 billion Community financial strategy. In the future, real estate will become another major gateway to the hardware, becoming one of the few central entrances to the central era. The real estate is related to people's necessities of life, and is highly penetrated into every field of personal and commercial, which is the bottom support of the whole line business system.

The difficulty of community O2O lies in "the last kilometer", while the most proximity are non-property. Compared to the Top-down community O2O, developers are typically O2O from offline to online. Developers have a natural user data, you can better manage and use large data, through large data to predict the potential needs of owners, and then adjust the large community and its supporting service content and community business, and finally get consumer target customer base. From this point of view, property is the best carrier of community O2O. December 10, the official IPO in the Hong Kong stock market Wanda Commercial real estate, the establishment of about 300 billion of the valuation forecast, it is due to the introduction of Community O2O concept.

Typical cases of Community O2O

At present, the domestic Community O2O field is on the eve of the outbreak. Broadly speaking, the domestic community O2O business model is broadly divided into two types:

Vertical Service Type: This is the mainstream model of community O2O, including home economics, e-Bag wash, beaver House, Love Chef, tool-type community worry-free, community butler, Ding Dong Community, 001 of the social class, neighbours, neighbours, etc. Among them, Ding Dong Community is more representative, social cut, through the online classification information, infiltration line.

Integrated platform: Take Mr. Koala's circle of friends as an example. Take the property as the cut-in point, through integrates the logistics, the property and the supplier resources, devotes in constructs the mobile electric business management platform, creates the O2O Intelligent Community Service platform. Relatively speaking, this kind of platform can provide more meta service than vertical subdivision platform, and the coverage of community residents is more extensive.

Limited to space, this article selects three representative community O2O typical cases to analyze separately:

Nextdoor: Social-Entrance infiltration line

Nextdoor is a more mature community dating site in the United States. October 2011, the website officially online closed beta version. As of December 2012, Nextdoor has established 6,000 community sites with 500~750 families in each community, with positive feedback and high user participation. Nextdoor now covers more than 33,000 communities in the United States and is expanding internationally.

The biggest feature of Nextdoor is community social cut. Relying on the soil of mature community service in the United States, Nextdoor has creatively filled a void--social networking--through online social cutting. While in China the social sphere of community neighbors is also to be filled, it is quite different: first, the social nature and frequency are different. The floating population of the United States is a permanent migration from the whole, and the frequency is much higher than China, while China is a temporary migration, belonging to the "migrant workers"; second, the crowd is different. The diversity of community social areas in the United States, including religious beliefs and church factions, ethnic groups and interests and so on, China is more unitary, mainly between the geographical and intergenerational.

Compared to the United States, the domestic community offline services are seriously lagging behind the needs of owners. On the one hand, the Community property Information Network Service ability degree is low, communication with the owner is not smooth, on the other hand, the original property of the resource integration is not enough, not only affect the properties of their own operation and survival, also failed to provide the most convenient comprehensive life services for community owners, such as push activities, courier collection, domestic maintenance, community advertising. This is the domestic imitation nextdoor entrepreneurs have to understand the two major objective existence.

Ding Dong Xiao Qu: the lack of infiltration under the line of social penetration

Ding Dong District on March 21, 2013 officially on the line, has introduced 100 million angel investment, valued as high as 400 million. It is essentially a daily community life service app: through online mobile phone app, continuous infiltration and integration of offline services, while providing a neighborhood social platform.

Ding Dong community relies on imitating nextdoor to make a start, has the social cut, is the typical representative of the community O2O. It takes "social", "O2O", "Life link" as three characteristics, belongs to the online light mode, and focuses on solving the problem of asymmetric information in traditional community service. However, because of the differences between China and the United States, social and central nature and its own model attributes, ding-dong's product structure is not reasonable, for the specific connection and implementation of the service, the control of the platform is weak. Fundamentally, it offers virtually no real life service and more focused on social and media attributes.

The decline of Ding dong Community represents the domestic community O2O simply imitate the American experience of bankruptcy. This is because in the central era, the domestic community society is increasingly being micro-letters and the vertical social software, such as The Stranger to eat up; On the other hand, Ding Dong community only saw its social cut business model, but neglected the nextdoor in the United States rise of the mature community service environment. More importantly, ding-dong community also follows the traditional O2O thinking, pay attention to the line of contempt, which with the community O2O has a strong localization of the regional attributes seriously inconsistent.

The life Circle of Mr. Koala: the property is the entrance building platform

The life Circle of Mr. Koala (hereinafter referred to as "Life Circle"), officially launched in May this year, is the first O2O Intelligent Community service platform in China. Since the on-line, the Life Circle has initially established its own service network system. Operation only one year, koala community has served more than 80 large property companies, covering more than 1700 community, service more than 2.7 million owners. And Ding Dong community is different from the community O2O, Life Circle is the reverse community o2o typical. Its success is to grasp the key to the community O2O: Iron property rather than the flow of tenants, to community property as a starting point, and then integrate community power, property, suppliers of multiple resources, set up a line under the integrated Community ecological platform.

As a community O2O platform, life circle through three major fulcrum to create a comprehensive community ecological closed-loop:

First, property services. Through with the Sino-Austrian, Poly, the Great Wall, Citic and other large property companies to cooperate, Life Circle has a large number of property services platform resources and electricity supply chain resources;

Second, the online platform and its operational capabilities. Because of the strong network system operation ability and experience, the life circle through the establishment of online platform, greatly enhance the property management of the information Network service capabilities, and to integrate the property under the jurisdiction of the related services resources;

Third, the center of Community social and property management platform. Life Circle also provides a good credit certification system, in addition to the Community's experience shop, for the community owners and third-party suppliers to establish an open platform for suppliers to provide products and consumers seamless grafting platform, to provide owners with "safe, convenient and reliable" O2O door-to-door online shopping experience, as well as offline community social experience, Meet the user experience and actual needs of all parties.