Small community has the potential to the emergence of social electric dealers

in the Community intelligent shopping terminal equipment like ATM machine

Community Distributor: For users with community attributes, the transaction behavior in the community website provides a more convenient online marketing method for users, which has the characteristics of fast, high efficiency and low cost. Using the trust relationship between the Community users, the success rate and speed of e-commerce transactions are higher. For businesses, the community's precision marketing effect is more prominent.

Newspaper reporter Li Yang

If the left is an enterprise and the right side is a community, then Ali Group chooses the community. "A few days ago, when asked about the logic of Alibaba restructuring, Ali Group Strategy department Chief of Staff Zeng said. The reform of community will be the most important thing in the future microbicides of Ali Group. In the old electric dealer Alibaba will improve the community to the strategic development of the height, Chongqing easy e-commerce companies, such as emerging electric business enterprises are also trying to seek a breakthrough from the community of the electricity business.

Industry insiders believe that, while the prospects for business-to-business sites are popular, but the real benefits to the business are few, because most of the business-to-business site is simply to provide the commercial supply and demand plate electronic carrier. In the future, e-commerce not only to make business-to-business and Consumer-to-consumer, the company to merge with each other, but also with the portal site, instant messaging, mobile phone computers and other terminal manufacturers, and even the traditional industry business integration.

Cases：

Buy vegetables can be "ATM machine"

Online to buy vegetables, fruits, meat and oil and even water and electricity costs are not new, but in the community lobby through a device like ATM, point a few vegetables will be automatically delivered to the doorstep, this way of shopping is rare. Recently, the commercial newspaper reporter in Nanan District Road near the district found dozens of such equipment. It is understood that this is the Chongqing daily Fresh network vigorously layout of Community intelligent shopping terminal equipment.

This is a natural extension of the "daily fresh" line of vegetable direct-supply patterns. Before the Internet to buy vegetables, fees need to pass the computer orders, but now through the ATM machine, just select the goods, and then use the real name of the application of the shopping card in the sensing area brush, that is, complete the order. In the afternoon, the Distributor will deliver the vegetables to the designated community. "Daily Fresh NET Chairman and CEO Wu said, if a community more than 300 households have fruits and vegetables, such as the distribution demand for FMCG, the company promised to open distribution services and layout of the daily fresh ATM intelligent shopping terminals.

Wu Limited said, because the fruits and vegetables and other products difficult to standardize, therefore, the traditional electric business model is difficult to penetrate, and the layout of intelligent shopping terminals, can be used to pay utilities and other related convenient life services, improve users on the online purchase of non-standard fresh agricultural products stickiness, supplemented by high-quality shopping experience, to create an innovative E-commerce service brand.

According to the Wu Limited introduction, at present, the company's Daily fresh ATM machine has been successfully stationed in Loncin first River, Luneng Star City, the sea, such as several large high-end community. It is expected that by the end of 2013, more than 300 daily fresh ATM machines will be laid out, covering almost all the high-end communities in the main city. "In addition, daily has started the development of mobile business applications and the penetration of cable network, users can also work through mobile phones, such as mobile terminals under the order, home can be in the electronic dish box to take the goods ordered. "he said.

Characteristics：

Dividing customer groups by city community

It is understood that such as the daily fresh nets to move to the online community consumption is not an isolated example, the current scale of the larger already have "quick home Shopping Network", "Bridge Shopping Network" and so on.

"They have a common denominator, according to Urban community planning to divide the target customer groups, personalized to meet the different positioning of the community residents shopping, consumption needs." "E-commerce supply Chain Chongqing Institute director Shenhong said that this model is the electric business enterprise and property management enterprises to cooperate with the electronic payment as the core to the Community logistics support of integrated distribution of E-commerce new model."

In addition to the above mentioned electric enterprises will move the entity community to the online practice, many large electric business enterprises are also "small and beautiful" professional reform, to the community of the electricity dealers.

Recently, Ali Group Strategy department Chief of Staff Zeng publicly said: "The reform of the community will be Ali group in the future microbicides the most important thing." ”

It is understood that Alibaba's community has two meanings, first, the internal enterprise management, according to the type of community-style operation; the other is the construction of external ecological chain, will be business-to-business suppliers, business-to-business buyers, Taobao store, Ali Mother Alliance, Taobao on behalf of operating service providers, logistics partners, etc., into the scope of Ali community. Based on the concept of community, Alibaba will be the original 7 business groups split again into 25 division, and independent operation, the various departments can do their own independent attempts, such as poly cost-effective, financial, lottery can do their own clients.

In Shenhong's view, the realization of community-electric dealers have two paths, one is the electric business enterprise refinement, specialization, the establishment of the electric business community, to achieve social shopping, the other is in the urban community based on the division, the community to improve the electrical quotient.

News depth

The service group is the personalized small audience

Shenhong said that the trend of media and community was beginning to emerge after the electronic commerce experienced a low price, a scramble for sourcing, smashing advertising and building warehouses. At present, the community of electricity dealers have become a common goal of many electric enterprises.

So why is the community of electricity dealers widely sought after by enterprises? Shenhong says we can understand that the community of electricity dealers use the advantages of the network to the community. The advantage of community is that the community becomes the entrance of e-commerce, which shows more value in the case of the high marketing cost and the difficulty of exploiting new users.

"The entity community is a collection of groups of similar needs, the network community is according to the hobby, the demand difference divides the different user," in Shenhong view, on the one hand, the Community electronic commerce development idea is "the experience is supreme", the credibility is high, the community member to the electric business enterprise's value determination will attract more members to join, The more people who participate in the community, the greater the association between the user and the user, and the greater the value to the consumer. On the other hand, users can get more accurate and reliable information content, but also more conducive to mining users of consumer demand, to promote consumer purchase behavior, and the different community consumption needs of the trend has more accurate forecast.

The famous angel investor Shire has said that in the context of the low credibility of domestic businesses, the community of electricity dealers will be more than the Western model inventors to produce greater value.

So what is the key to doing a good job as a community distributor? "The daily fresh net vigorously layout Community electric quotient basic idea, is high income white-collar and so on class's time cost is high, simultaneously has the high quality consumption, the service demand." This is where they differ from the people who go to the market to buy food. Wu Limited said.

Famous electronic commerce observers, Shanghai million-engine consulting CEO Ruzenwang that the community of E-commerce should be in the target customer groups, products, costs and so on, to do a precise positioning.

"The community of electric power providers of the service groups are personalized small audience, rather than the public; In the product aspect, should be the non-standard product as the core, but not the standardized product, in the product operation aspect, the community operation cost is high, therefore the product premium must have the safeguard, otherwise cannot make ends meet, moreover," precipitates the user " The same is the foundation of Community e-commerce development and growth. "Ruzenwang said.