O2O is a cross-border game.

* The author of this article is South Seven road


Reviews 2014 years of Internet entrepreneurship, O2O is definitely the hottest concept, not one. A year, a variety of O2O entrepreneurship-related projects and concepts began to focus on outbreaks, catering, home economics, nail, car, rent and so on, penetrate into people's daily life every link.


as the industry's most sensitive wind investment institutions, naturally will not miss this entrepreneurial feast, have smashed the sky-high investment, occupy the site, all kinds of unprecedented huge financing succession: hungry Mody E round of financing 350 million U.S. dollars, the United States Group network D 700 million U.S. dollars financing, drop a taxi announced the company to obtain more than 700 million U.S. dollars D Round Finance, public comment the new round of funding of 850 million dollars may soon be completed. I believe this momentum will continue this year.


O2O Entrepreneurship has formed prairie, more entrepreneurs will enter. How do Internet entrepreneurs combine O2O with traditional industries? What are the pitfalls of O2O's entrepreneurial process? South seven of the interview O2O community entrepreneurs, neighborhood CEO Fang, listen to the Tencent and Vanke background of entrepreneurs on the O2O awareness.


O2O is a cross-border game


O2O and People's life is more and more close, and the Internet to the traditional industry and offline increasingly fast spread inseparable. With the changes in the age of the mainstream consumers, even the new generation of people have become the main social force. More and more consumers prefer a fast, efficient and convenient way of life. At present, most of the domestic production mode of life, many industries existing models have existed for more than 10 or even decades. such as takeout, such as community O2O. When the Wang of the United States to bring the Internet play to the catering industry, and people's lives close, but by the long-term neglect of the catering industry burst out of astonishing energy, the United States Regiment estimated 2015 years of income over 100 billion, the overall value of billions of U.S. dollars.


the rapid expansion of the United States and Alibaba former Vice President Canga Wei joined a close relationship, his rich offline management, and traditional business experience, in a very short period of time to improve the overall management level and operational efficiency of the United States. With the internet thinking, but also with the traditional industry experience, which has become the O2O field of entrepreneurship for the founder and the team's rigid requirements. As Cai said, "The future belongs to those who know the Internet in the traditional industries, not to those who know the Internet but do not understand the traditional industries."


As a young entrepreneur, Fang is a rare and bold contrarian who has developed from an internet company to a traditional industry. After graduating from college, he entered Tencent, as a network architecture, product planning and other positions, and then went to Huawei overseas as a global technology solutions marketing consultant. After returning home, Vanke Group's wisdom community just started, so he went to Vanke to participate in the Smart Community project. "Because of the realization that the line has grown very mature, the larger space is below." In the process of participating in the whole project, he felt strongly that the traditional enterprise and Internet company's thinking and operating methods, efficiency of the huge gap. But at the same time realize that there are huge business opportunities and market potential. So the idea of "neighbourhood" of the community O2O Entrepreneurial project was born, and the mobile Internet was used to transform the community management that had been quiet for decades.


he found the original colleagues, when the Tencent technical director of He Pengfei, after many communication, finally be sincerity and the project moved, as the CTO of the company. With ZTE's overseas market management background, Shorin joined the overall responsibility for the market. The company's team quickly built up. After the team was perfected, Tencent, Huawei's Internet experience and the Cross-border experience of Vanke's offline community management allowed him and the team to quickly identify the product's entry point--as a third-party platform to help homeowners and homeowners solve problems and raise revenue. The company's business is quickly on track. 2014 completed the Tens Angel financing.

The status quo and O2O of
community property


Although the domestic community property management has been decades of history, but the management and business model has never undergone a major change. In order to better understand the status and problems of the property, in-depth understanding of the community and the existing predicament of the property. Fang led the team to spend 2 months, surveyed 17 property companies in different regions of the country, but also repeatedly learned and studied a number of property ERP management software. The results of the neighbourhood survey show that the existing property management way behind, far beyond people's imagination, closed and backward management way has been far from the pace of modern social development:


cost of high efficiency is very low: a 10 building around the community, need hundreds of security, cleaning, management personnel. Because the communication of the property is basically rely on telephone and walkie-talkie, many small complaints or user needs processing, it will take a long time to solve or even unresolved, some properties even rely on Excel forms to manage;


The level of information is too low: Many properties do not realize the information management, but also stay in the stage of manual maintenance, which makes the business of the same community is fragmented, fragmented, can not be effectively integrated; Many properties are used in complex traditional ERP management system, many features flashy, but the purchase cost is not low, The cost of operation learning is very high, even leads to the psychological exclusion and conflict of the property personnel;


Income Channel Single: As a result of decades of traditional management model, property management fees have almost become the most important and even the only income of all properties, the limitations of income greatly limited the quality of service, the user's satisfaction can not be upgraded, the only solution is to improve the property price, which often lead to the owners of the opposition or even boycott Eventually formed a vicious circle,


These problems are only the tip of the iceberg, the existing management model of community property facing the O2O tide, has been to change the turning point: either actively change, or wait to die, by the new generation of subversion. Who can better meet the needs of the property, solve the existing pain points, who will be able to win the community O2O first camp. This is what the neighborhood wants to do.


Linlijian.png


due to the rise of mobile internet, although the Internet and offline integration is speeding up, but because of long time artificial segmentation, people habitually divide the industry into traditional and internet, online and offline. In the psychology of many Internet entrepreneurs, the goal of moving to the traditional industry is to seize the customers of the original enterprises, or even outright bankruptcy, such as electricity and retail. In this state, "subversion", "revolution" and so on has become the mantra of many internet entrepreneurs, this situation caused by traditional industry practitioners instinct resistance and resistance. Thus increasing the entire industry and entrepreneurship upgrades and costs. Community O2O is a typical example.


as a community O2O entrepreneur, the neighborhood is not the first home. According to the current statistics provided by Fang, there are about 500 national entrepreneurship projects related to the concept of Community O2O, and the data is still growing rapidly. Of these, 95% of entrepreneurs want to bypass existing properties or simply want to replace the property. Only 5% of entrepreneurs want to coexist with the property. The dual experience of the Internet and Property Let Fang realize that only the latter can better deep into the community, the real benign ecological environment should be the Internet and the offline property to be integrated into one, symbiosis and win, rather than blunt fragmentation or even confrontation. Community O2O finally realize is the Internet and industry complementary and highly integrated.


Future community will be O2O


Traditional community properties in the face of the rapid development of mobile Internet, but also aware of their own predicament and crisis, the collective suffering from anxiety disorder. Facing the rapid development of O2O, many property companies or active or passive to make their own response: some of the sharp sense of the large companies have begun to take the initiative, such as the main O2O and the new style of property management model concept, the color of the year's life has been officially listed in Hong Kong in 2014, internet company 360 also participated in the investment , Shenzhen, a bold choice and start-up companies to cooperate, has begun to fully deploy neighbourhood products, but more is not independent development capacity and financial resources of small and medium-sized property companies in the face of mobile internet and O2O impact, more is watching and panicking, low-cost information is imminent.


According to survey, the current national registration of property companies in the total of tens of thousands of, of which 97.14% are small and medium-sized companies, that is, most of the property does not have the ability to develop and information. As a result of the Cross-border experience of the Internet and property, Fang is well aware of the current situation and situation of these small and medium-sized properties. The huge changes brought about by internet make small and medium-sized property at a loss. Neighborhoods are designed to provide the best solution for these pain points and the status quo. As Fang joked, "Not to deeply solve the user problem of products are bullying." "In order to better make products that meet the needs of the property, Fang led the team in the property company to close the development of 6 months, and constantly closed test modifications, until the product overall stability." In view of the property situation, the neighbourhood has made the deep change and the adjustment:


in products, the team by the impact of Tencent culture and edification, and strive to pursue simplicity and ultimate. This is also the current property management of the current situation, the existing property management practitioners, the overall level of education is not high, the proportion of elderly people in the community is not low, simple operation, easy to start is the first demand. For users, you can achieve rapid warranty and service requests, through micro-letter payment, etc. to achieve rapid payment, and community residents without gap communication. For property personnel, it can deal with the business quickly at the mobile end, improve the efficiency of the work order, and realize the effective tracking of the work order. At the same time, the data display, using visual data analysis, rather than rough data list, at the same time to meet the needs of users and property at all levels of demand;


in the business model, there is a big difference between neighborhoods and other similar communities O2O products. The use of deep cooperation with the Community model, to help the community raise income, to get rid of the original property management fees alone, the abnormal income model, rather than to split, to seize the income of the property. In the process of community O2O, many properties are not enthusiastic response to one of the main reasons is that there is no direct driving force, and the increase in income to solve this problem. In this case, they designed dozens of types of fees, covering a variety of billing scenarios.


in traditional properties, property management fees (including parking fees) will account for 90% of the total income, however, in the neighbourhood design mainly depends on the community value-added services, including community life Services (home economics, car washing, laundry, etc.), community group purchase, precision advertising, community access, and so on, to diversify the income structure, Increase in quantity and service diversification. In order to solve the supply chain problems, and satisfying oana and other professional supply chain brand companies strategic cooperation, the current electrical business category reached nearly 1000 categories, a total of 40,000 SKUs, while using precision marketing and user behavior analysis, in the pilot community, the purchase conversion rate reached 29.3%.


This innovative community O2O model, when Fang to the property demo, the traditional properties quickly understand the project model and prospects. Acceptance greatly increased, the product line less than a year, has been covered, including Guangdong, Hunan and other 4 provinces, 8 cities, covering more than tens of thousands of buildings, data is still in rapid growth. "iphone redefined the phone, and the neighborhood wanted to redefine the property. "For the entire team, this is the source of their entrepreneurial power."


* This article is the Tencent entrepreneur interview 009, South Seven: Dissatisfied Interactive founder, Tiger sniffing, creative and other contributors, micro-letter public Number: South Seven road