Pain Point Painless Community O2O solve what problem

Community O2O is now a hot spot, but what can it do to solve the pain point?

Sorry, embarrassing.

What is a pain point?

A taxi is difficult-tick a taxi to solve the pain point; cheap-group deal to solve the pain point, pick up the pain point to solve the problem, find a way--Baidu map and the pain point of the Gold Map solution, card recognition entry-the pain point that the card Almighty solves, the communication record safe QQ The pain point that the correspondence record solves; Www.aliyun.com/zixun/aggregation/34766.html "> Flight Butler solves the pain point.

But from the current situation of the Community O2O: community O2O, no pain point!

We generally see community O2O projects that reflect their value in these areas:

√ Convenience: such as business map, all kinds of payment, access funds.

√ Cheap: All kinds of merchandise discount promotions, to cultivate user habits.

√ Delivery: For the elderly people's rice, oil delivery.

√ Temporary storage: normal temperature, cold chain storage.

Comparatively speaking, the logistics demand slightly "painful" some, however the logistics does not directly cause the user the socialization interaction. These problems lead to a result, because community O2O is regarded as the important entrance, the user value is huge, so the community O2O is demanded! More than 90% of the entrepreneurs in this field are profit-driven, in order to occupy the emerging portal, almost completely ignoring the actual user needs. The point of departure is not clear, directly lead to the project is constantly in trial and error, the cost of investment is huge, many attempts to become heavier.

At present, the domestic more famous cases are: color life, combined with property services of the Community integrated service platform, Ding Dong Community, community services and owners of the community to combine the service community platform; Amoy Changzhou, local life consumer service platform. Other projects include local consumption, local logistics, local hygiene and so on. In general, all Internet projects do not make money, where obscure projects on the ground is easy to profit.

Can we analyze the nature of the field and predict its development?

One, the synthesis, the pain point disperses, the social viscosity weak means the community O2O belongs to the strong operation platform.

Community O2O Main services can be divided into 4 categories: local services, local consumption, logistics, community social.

From the field of many features analysis, the field is very much like the current local site. Similar characteristics are: Faced with more fields, full chain through complex. The difference is: extend more below the line.

This area does not have a very strong pain point, if the field of service does have a future prospects of the establishment of the premise, then this area will inevitably become a "powerful operation" of the characteristics of the platform.

Second, the comprehensive field of operation is difficult, the vertical subdivision of successful projects may be a sudden rise.

Historical experience tells us that when comprehensive difficult to do, the subdivision of the vertical field is likely to break through quickly. For example, we have already seen the regional real estate vertical website, these website development speed is much higher than the local portal website development speed.

In the Community O2O field, only domestic one of the cake will be big enough, and this similar field there are dozens of!

What does community O2O bring to us? --the world is more flat, the service of the Internet more meticulous!

Third, the search for Low-cost operating portal will become a key point in the next few years.

Why the Ding Dong District can be one step ahead of other projects? Because its founder Liang Changlin has the background of the Ya-ya community. The ability of community operation means to obtain the cost of users and relative viscosity.

For now, every project has a very mediocre approach to acquiring users, and the cost of acquiring users is high.

What does it mean to get a user's price? I use two of the community to sell vegetables examples to illustrate.

1, a Master of O2O the essence of the vegetable dealers why can beat opponents?

In a certain area, there is a limit on the amount of consultation in any shop. The deciding factor for the competition between stores and stores is the conversion rate. Through traditional services, Word-of-mouth and other means can be increased by 2, 3 times times conversion rate, and master the data analysis, customer service technology, this conversion rate can increase to about 10 times times.

2. Many fresh O2O items choose the reason for high value-added products.

Many fresh electric business entrepreneurs, often said after a period of time to try, began to compress the team and give up low-end products, only to do high-end, that only in order to survive.

In essence, these Internet-era food dealers just built a website, they are still traditional paella, they are too expensive to obtain per user. The right path should be: To get users with low-priced products, and to sell profits by concentrating on high-priced products.

This highlight is the conclusion I get when I analyze an actual fresh O2O project. This conclusion also applies to the Community O2O project, the same money and time investment, conversion rate must determine the competition pattern.

The complex community O2O operational characteristics may bring about the market pattern of regional segmentation.

Complex operation, a wide range, so in the future is likely to appear in this pattern: integrated Community O2O Region Division, vertical Community O2O national chain monopoly.

This is much like the current situation of regional media, the different is extended to the offline community O2O company is relatively heavy, more suitable for the appetite of traditional investors.

V. The extent of Community O2O to the line is likely to exceed the current entrepreneurial imagination.

The founder of a Home economics service has told me that their initial business model is similar to that of cloud home economics, completely imitating American projects and doing only information services. However, after the business, they found that the domestic service industry is extremely irregular, the month sister-in-law company often send untrained high price month sister-in-law, encounter problems to take illegal means to solve. And the contribution of such intermediary agencies to the platform is extremely limited. As a result, they do not open their own shop, after the shop found service problem solved, profits also greatly increased.

Community O2O is a seemingly wonderful piece of meat, but the meat and the entrepreneur are separated by a seemingly close but dangerous ditch. The biggest problem with community O2O is that the pain is scattered, I suggest that the entrepreneur or the vertical to cut, unless you can solve the problem of obtaining user costs.

(Wen/Ningjie network zhouning Micro-letter public number: ningzhenet)