Tang Hao: The three survival rules of the community without worry

Rooted in Shanghai for more than a year of worry-free, because the October 2014 two news, fame spiked. First in the early October, has been a billion yuan angel investment of the Buzz community "was out of the capital chain Broken, Beijing office shut down, the Shanghai team laid off more than 70%." And almost at the same time, the community is not worried about the completion of a round of 20 million dollar financing. Ding Dong community to social as a starting point, rapid expansion, community-free neighborhood services, the pace of caution, both values platform concept, but the results are very different. And Ding-dong community is different, the community worry in individual vertical areas do a good job, but it is not willing to deviate from the foundation of the platform. Then, high platform banner of the community can become a Community business District integrator? The following is the voice of the community worry-free CEO Tang Hao, "Chinese entrepreneur" magazine reporter Chen Xi interview finishing: the establishment of the community worry-free, from my youth when the community complex: then the neighborhood neighborhood familiar with Harmony, the alley, eat and drink everything have ... But with the rapid economic development, people become more and more unfamiliar, the community is not so cordial. I want to do a community-related project, after all, people still want to return to the family, return to the community. It was 2011 and I was a vice president of the tenant. At that time, tenants in mobile search room market share as much as 50%, I strongly feel the fierce trend of mobile internet, I would like to participate in it. So, I and three friends together more than 1 million, May 2012 the establishment of the community worry-free (in the second half of 2013 I was completely out of the settlement), I would like to through the mobile internet to all kinds of life services in the community to connect the scene: No matter forget the key to find someone to unlock, or the house dirty to ask people to clean, Or get hungry and ask for takeout. Doing vertical is arguably a more pragmatic approach, because the platform is relatively difficult to make. But I was in Alibaba, the tenant work, the two are platform-oriented companies, entrepreneurship, naturally think of the platform, feel this direction more reliable. At that time, the United States has Homejoy, Care.com and many other new community models, direct copy is very simple, and more easily with investors to promote. But we have struggled for a long time to think that the Chinese community is unique, or that we want to try something different. Now, we're a little bit intent on the innovation thing. The law of survival One: the development of high-frequency service across the vertical we decided to first based in Shanghai, from emergency services (that is, later door-to-door easy "business") began, the community around the maintenance, unlock and other store information on the platform, the merchant is happy, user feedback is also good. A domestic company through our app, daily business volume turned four or five times times, the boss used to ride the car, and now all bought cars. We also accidentally received money, the push and platform to pack together, as an advertisement to sell to the merchant. But unlock, repair sewer is a sudden low-frequency incident, although the user was very grateful, but then the app collection is only a rainy day. Community worry-free popular very light. One day, my colleagues and I found that within a kilometer of the neighborhood, users can usually remember or impress the merchant notOver ten or twenty, and the actual number of commercial tenants up to hundreds of, there are many resources community residents do not know. This makes me very excited, soon the community worry-free added a enjoy peripheral "business, the community around the merchant information for the integration of the classification on the app. But enjoy the surrounding service form similar to the comments, users of the business concern and recognition is not so high, and many people in the city home very late, not much time to enjoy peripheral services. This low-frequency service still does not awaken the user. Later, we found a pain point is to eat. In this people to food for the day "country, eat" can bring strong user stickiness. 2014, the community worry-free to kill into the take-away market, and outside sales for the point of expansion of the community to send "business." This brings us popularity and income growth. Now, through the integration of surrounding restaurants, we have with more than 10,000 restaurants in Shanghai to establish a cooperative relationship between the sale, which has a pay relationship of thousands of, the community worry-free responsible for the last kilometer distribution, by order. If you help businesses expand their new users, you will get some revenue. From the information flow to the logistics, the span is very big, all of a sudden go very heavy. Since the construction of logistics is very complex, need to optimize and rebuild the management system, many start-up companies do not dare to think. To a certain extent, we are also compelled to do so, because there is no last kilometer of logistics to do very good institutions, hesitate repeatedly we decided to do it ourselves. 2014 Spring Festival, I and a team of several core members busy to the annual Eve, Spring Festival and back early to do system testing. Logistics on the ground operation management and information system requirements are very high, so we added two or three lines of business, difficulty greatly increased. Of course, we do not fully build the logistics team, more than 1000 logistics personnel, the full-time staff less than 100 people, most of them are part-time, mainly integrated in the Community security, freelancers and other idle resources, to buy their spare time, complete the last kilometer distribution. Distribution staff in various communities, we take the online management, through the scheduling system to send them a list. Reserve alternatives at the same time in case of emergency. Because of the complex source of part-time staff, we have established a training system to ensure the quality of service. Weekly company headquarters to provide unified training, each section will regularly arrange counseling plans, and daily meeting summary. The cost of paying part-time staff is more competitive and some part-time workers earn more than 50% of their total income, so they are highly motivated. Community send "now has become the most frequent users of the business, one day business volume reached thousands of single, in Shanghai outside the ring covers more than 100 residential areas, about 5,000 communities." Our current strategy is a horizontal vertical, as a platform will expand the various services, at the same time to the community to send this piece appropriate depth. The rule of Survival II: Platform for the King to restrain the subdivision business in fact, it is not difficult to achieve 10,000 orders, but the key is whether it will eventually bring the company a sustained core value, otherwise it is likely to do wedding clothes for others. A vertical, if the longitudinal injury to the horizontal, it is necessary to adjust. In the community worry-free, each subdivision business should not be involvedDeep。 We were at one point doing better than some vertical takeaway, and I would deliberately restrain the development of the business and let the brakes on the staff. We once wanted to send the community to the business distribution, molded into an independent distribution brand, but considering the company is not big enough, segmentation business may bring new problems, simply or focus on one thing. There are also some foreign sellers to find us, want to transfer our logistics, but we have to remove the user side. I did not agree, because I do not want to become a logistics business. If you want to do a platform, in the vertical to a certain degree on the line, and then deep into the industry's most professional vertical service providers, that is certainly not our beginner. Vertical enterprises easy to single point breakthrough, but later category increase more difficult, platform-type enterprise risk more in the early days, die in the early. Our crisis is not over. Frankly speaking, when the vertical enterprises in the early period of vigorous development, it will bring us a great impact. Take takeout, hungry? "There is no restraint, this more than a year of development particularly fast, you can not with it hard, only differentiated competition." It did not do logistics before, and now has done, to our business has also brought impact. But, hungry? Mainly by standard takeaway, the core circle is schools and office buildings, but with its density expansion will naturally radiate to the community. Our users are based on the community scene to order meals, many people do not eat out every day, may occasionally eat. In addition to eating, but also need to buy vegetables to buy meat and other services, as well as unlock, repair air-conditioning needs, so based on the community scene they will retain the application. It still leaves us some room. Later we found that our users through the community worry-free call to sell more reassuring-restaurants in their neighborhoods or units near, see Touch. Recently, we have introduced fresh products in some communities in Pudong, Shanghai, but also locked meat, vegetables and other related to the life of the high frequency products, the future will not be involved in many categories. Fresh distribution of cold chain requirements are very high, we intend to test in some communities, and then gradually pushed to the city of Shanghai. In fresh products, the community is not worry-free to go the price line, this is with the provision of high-end products shun Fung optimization, the original life and other fresh electricity manufacturers formed a differentiated competition. Business actually has many forms. It's like the traditional business has a small business center, there are vertical stores, have done very well. There seems to be no space in the Internet, in fact, from the industrial scene, this ecology is a blossoming, to a certain extent naturally will come out a good differentiation and division of labor. We are also trying to collaborate with third party vertical electric operators in some areas. There is a game problem of who to answer. You have done well, others have come to pick up your entrance as part of your service, and instead you take someone's entrance as part of his service. Not only to have the flow, but also to have enough business, and the quality of business is good enough. We will continue to increase the vertical business, but now the community start-up is still in the initial stage, and sometimes we met some businessmen, would have wanted to come in, but the process of talking about the company suddenly did not. I think that some vertical businesses rise and fall and quickly meet pointsXiao, to find those reliable business cooperation. If you come up with a high force or a very sexy model, the result is also a problem. The law of survival Three: Canada has reduced the selection of services to the existing team of 100 people, including more than 40 technical personnel, mainly from Alibaba, Tencent and other companies, has opened 56 cities nationwide, 280,000 communities, the number of users more than 1 million, daily life service needs to match the amount of million single. Over the past year or so, we have tried to explore the most effective structure and line width by constantly adding new business to the user. The process is very hard. Too much work may mean that business will fail, because people have boundaries and limits, and everyone has to go wrong. So, while doing addition, we are also doing subtraction. In the past, the community worry about the community around the hundreds of businesses almost all come in, now we will select the merchant, while the category of each business also do subtraction, now has been cut off 20%-30%. This can focus on developing the businesses and categories that users are most concerned about. For example. Our cooperation restaurant has shrunk by about 40%-50%, a small community cooperation restaurant 30, more than fifty or sixty, the dishes have also been reduced a lot. In general, we will choose Shanghai cuisine, Sichuan cuisine, Yunnan cuisine, northeastern cuisine and other restaurants to ensure the richness of the type, as well as the selection of the main selling twenty or thirty dishes from a restaurant of almost 100 + dishes. We do not need to eat to do as the public comments on the whole, so that users find all the restaurants around the community, all dishes, we only put hot restaurants, hot dishes. In this process, but also to help users do the screening. Next, we will continue to do a lot of subtraction, so that users can easily make judgments, or before making judgments, can share the experience of data accumulation in the past. We're also shrinking the customer base. Before the community worry-free attempt to cover the community's three families, even the needs of the elderly are taken into account. We mainly want to cover the old age group through the information complete Community booklet, although the old person also brought us many orders, but after all uses the app to be very difficult, in the future we decided to advocate the young group, they are the future. At present, we are mainly in Shanghai, outside Shanghai City basically in the form of information Yellow pages to provide services, then we intend to expand to other cities. Entrepreneurship for more than a year, I deeply feel the complexity of the community, different community situation, the difference between cities is greater. Some of the community's vertical electric dealers from Beijing have not been well developed in Shanghai, and some have even taken a detour south. So, if the original addition to expand outward, the team to take out a high degree of complexity, we decided to finish subtraction and then go out. We will reduce the core business to only a few, to give users a simple and clear interface, so that in several cities at the same time landing. As for the complex operations that are hidden in the back, they will be phased out according to the community patterns of the cities around them.