One hour rush to the community O2O how big a business can be? Integration of offline resources into a key link

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

[Abstract] One-hour urgent delivery, directly solve the user procurement pain point. Community natural users, and resource-intensive, is a very potential market. No matter what type of player, want to win in the community, the key is still to integrate the offline resources, do a good job "landing".

Original title: How big is the business in the community in an hour?

The photo of Zhengzhou city, Henan province, the surrounding residents in just opened the "Hey Guest" shop to visit, experience

Tencent Science and Technology ran the July 14 report

Summer Night, the next single crayfish, 30-60 minutes delivery, this speed can meet your dwelling and greedy demand? Main leisure food distribution of fresh bee online only two months, has been using the "fast" the impression that the first batch of users, according to the founder of the team, fresh bee nets in Beijing has 150,000 users.

Fresh bee nets currently provide a small selection, a category usually only with a supplier cooperation, including organic vegetables, fruits, crayfish, dairy products and so on. In the distribution, the Fresh Bee network selected by the community shop owner to complete the last kilometer of the distribution, the backstage will distribute orders to the nearest owner of the user there, and then by the shopkeeper to complete the final link distribution. Because the community owner is usually close to the user, the delivery speed can often reach within 30 minutes.

Around the "one-hour distribution" to do community business, before the fresh bee nets also have water test before. Community 001 is one of them, the team is trying to achieve 1-hour distribution from the upstream of the supply chain-choose to work with the community around the ultra, directly from the supermarket to get the goods, and then by their own distribution team completed from the supermarket to the Community users distribution. At present, 001 of the community in Beijing has about 400,000 users, covering more than 4,000 communities.

No matter how fast the delivery of an hour to achieve and maintain, the two companies are committed to solve the user in the procurement of some pain points, fresh bee nets for the relatively young user groups, want to eat snacks and lazy to go out to buy. and the community of 001 targeted users seems to be rarely mentioned in internet companies-housewives over the age of 35, who have a basic weekly or daily purchase demand, but the bulk of the purchase is too much energy, the community 001 is that part of the demand.

Community O2O, first use the Community idle resources.

The two companies mentioned above are reasonably digging up the resources available offline to complete the online service, and you can also label them "community O2O".

Community O2O, according to the current patterns, the basic is based on the community's most basic geographical location for aggregation, the community of this unit of idle resources effectively organized to improve the operating efficiency of the existing model. At present, the concept of Community entrepreneurship projects, there are two major classifications, one is to community service, such as Ding Dong Community, Community Butler, the community worry-free, the other is based on community retail, that is, the Community 001 and love fresh bees.

Fresh bee nets Choose to use the Community shop idle manpower to solve the last kilometer of the distribution link, currently in Beijing accumulated more than 1000 points of sale. At the beginning of the line, fresh bee nets also 7-11 of such chain convenience stores into their distribution point of sale, and the chain of distribution and service to give higher hopes. But in effect, the distribution speed and service quality of this part of the chain are inferior to the pop in the community.

The results also make it easy to understand that community stores have been squeezed by chains of convenience stores and electric dealers over the past few years, and they are more motivated to access new channels to increase revenue and store sales. In accordance with the current fresh bee nets and community owners of the mode of cooperation, the shopkeeper sent a one-way user to receive 5 pieces of money distribution fees, while the fresh Bee network to provide the merchandise will also have a split with the owner.

In addition, in charge of distribution, community shopkeepers can also tie up their own store of other goods, such as the user through the "Love Fresh bees" to see the classification of goods, in addition to the World Cup package, ice cream, haha mirror This category belongs to the fresh Bee network and upstream supplier cooperation, and then to the community shopkeeper supply, beverages, drinks, Life is in urgent need of these major categories are mainly from the community owner's own goods. In other words, fresh Bee Network to provide goods and community shops do not coincide, community shopkeepers in the earning of distribution fees, but also has a new channel to improve the sale of the store. and users can buy high-quality snack food faster, but also can buy the basic daily necessities in the shop.

The fresh bee net chooses the community shopkeeper this idle resource solves the distribution problem, but the community 001 is from the upstream choice and the large business super cooperation, solves the supply and the warehousing question.

Community 001 founder Shaoyuan has been the president of the Search House operations, but also founded the early Electrical business website of the United States, once the work experience let him think of the Community resources and electricity quotient of these two things together. But he avoided the most complex part of the electricity business-the management of supply chains-and chose to work directly with large supermarkets near residential areas.

According to Shaoyuan's understanding, commodity warehousing and trunk logistics This part of the most "heavy" link, is not an internet company's forte, and the traditional large business super in this area has accumulated rich experience. So the Community 001 direct use of ultra warehousing, logistics capabilities, their own people only to do supermarket procurement, as well as from supermarkets to community users of the last kilometer distribution.

How to do service standardization

The two modes of Community business that we mentioned have made good use of the community-wide unused resources, but the standardization of services is the most difficult problem to solve from line to line or offline to online.

For example, when the commodity is out of stock, how to timely feedback under the line? According to the experience of the fresh bee nets and the Community 001, the delivery speed of one hour is usually guaranteed. In particular, fresh bee nets relative to the selection of fixed, less SKU, do 30 minutes-60 minutes distribution is not very difficult. But in the vicinity of the nearest shopkeeper out of stock situation, fresh bee nets will deploy other goods of the shopkeeper to complete distribution, time will be affected. Community 001 solves this problem even more difficult. Because large business super only in the daily inventory, goods out of stock can not be updated in the daytime real-time feedback, plus the Community 001 of the SKU Direct docking Ultra, the number and complexity, can only rely on the community 001 of the staff to pick up when the shortage can be active update. In this way, the work becomes "heavy", and the time cost increases correspondingly.

Quality of service is another difficult problem to ignore, the Community 001 due to the formation of the last kilometer of the distribution team, so the quality of service and attitude is relatively better control. and fresh Bee Network is faced with how to train the management of the community owner of the problem, the shopkeeper distribution of service awareness directly related to the user experience. According to the team of fresh bees, the current user repeat purchase rate of 13%, more than one hour sent to the situation only 5%. If the shopkeeper continues to deliver slowly or other problems, the owner will be demoted backstage, followed by a rating system to oversee the management of the shopkeeper's distribution.

The problems that the Community 001 and the Fresh Bee network face in the service standardization are also decided by the model. The Community 001 and the large business super cooperation, avoids the supply chain management This "heavy work", but also causes the SKU information to update slowly, the delivery speed is difficult to guarantee. The choice of fresh Bee network by the community shopkeeper distribution, solve the problem of delivery speed, but in the owner's training management and brand uniformity also face a lot of challenges.

Community O2O has become the next entrepreneurial hot spot, Jingdong, Shun Fung and other big players into the market quickly stir up the heat. This article discusses the community 001 and the fresh bee nets are all from a relatively small incision into the community,

One-hour urgent delivery, directly solve the user procurement pain point. Community natural users, and resource-intensive, is a very potential market. No matter what type of player, want to win in the community, the key is still to integrate the offline resources, do a good job "landing".