The five practical problems that the community O2O entrepreneurs need to face

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Future Community O2O Competition or will present the Thousand Regiment War. We have a faint sense that there are grassroots entrepreneurs in the local, there are large property groups in the wild enclosure, there are large capital-supported community O2O operators in the great strides to expand. Because of the strong localization of community O2O, no one can integrate communities across the country.

On the evening of July 21, I received a telephone call from Guangzhou community O2O practitioners. We explored the many problems that community O2O faced in practice, and frankly, these are just the tip of the iceberg in many of the problems. Before I in the "good community O2O need to consider what factors" in the article has been roughly summed up three points: (1) The existence of a community of multiple interest chain, (2) Users and merchants at both ends of education, (3) online offline whether there is a disconnect. Of course, these three points speak more pan, last night we discussed more details of the problem. Here we talk about the main content to show, for the industry to explore together to promote the development of the industry.

What kind of cooperation does the enterprise have at present?

(1) Cooperation with large property chain groups: These property enterprises have the strength to integrate various services within the community, but lack of internet genes, no internet people's drive and sensitivity. So internet entrepreneurs do a community app with these large properties to work together, covering the community is definitely a piece of film. This cake looks very attractive, and naturally there are a large number of food distributors. Here is the first element: Hurry! Take these main positions in front of the other peers! The Second product is good, it is good to endure toss. This is more difficult, now most of you copy me, I copy you, no eyes basically think is a template out, at most changed a suit, changed a name. The third operation really must be willing to toil, let others see touch. The most important thing is that you have to bring people to see the effect, to the property, or to the user or to the merchant, even if they are broken, it is absolutely not to please, that is really hopeless.

(2) Integration of small and medium-sized property Management enterprises: Small and medium-sized properties generally because of their limited business coverage, the revenue is not very ideal, so they are the most promising to be a breakthrough integration object. Cooperation with them in the initial stage is not very difficult, difficulties, in addition to the need to take out the results as soon as possible, there is this integration is a family to negotiate to docking, pace slowly very difficult.

(3) Integration of business and user resources: this cooperation is familiar to the Ding Dong Community and the community worry-free. A focus on client-side resource integration, a focus on merchant-side resource integration. As long as the intention to serve the good side, there will be bargaining power and business talk and property talk. Focus on the user's key to see if the user is really good to serve, in fact, the user is the most bad service, focusing on the needs of businesses to promote users, but also to control the quality of business services, in essence, is to please users, so that users come up to buy products or services. After all, it's a matter of control!

Offline control is a problem.

The advent of a new product is bound to take many of the entrepreneur's vision, but also with merchants and users of many expectations. Community O2O Natural is a two-doormat, users expect to use your app property services and merchant service quality and efficiency can be greatly improved, the property is expected to use your app can be in a short time to reverse the dilemma, increase revenue. As a community O2O operator, if you are not able to solve these problems in the short term, your partner (property) will give you the supercilious look, your users will silently unload you, your merchant in countless times white and so gradually lose patience with you, wait until you hectic to him/her to talk about cooperation, he/ She'll throw you a cold face. Reader, what are you trying to say? To replicate a few communities? Haha, you are not joking. Each community will have its own special circumstances exist, not the same as the building cover can be replicated in the past, because the composition of the community is a lot of different personalities, interests and differences in the concept of the living. Different people, community culture is different, community atmosphere is different, community environment naturally will be different.

So do not expect a large-scale replication of the city from a model community, this must be a step expansion of the work. Is the color life looks like a cow fork, it is only limited in its own can cover the network. Of course, these large property companies also have the killer-investment in small and medium-sized properties, through the acquisition of property to achieve the scale of the operation of network coverage.

So, go slowly, can occupy the site will be less and more, go fast, products and services to keep up, so that businesses and users hurt the heart, reputation sweeping.

What to do when the property is finished

Someone will ask. If you work with the property, in the process of cooperation, the property learned a set of processes and methods, their own to make a complete and the cooperation of the community to work alone how to do? Is it possible? We can't rule it out, but there must be a process, and once the user accepts a platform, And then let the user give up the original platform to another platform that doesn't make much difference in nature, do you think so? Because this migration cost is very high. Once people get used to shopping and communicate on a certain platform, they have a certain degree of dependence, even if the migration will take some time to promote.

Of course, the community O2O operators can also be based on their own integration of the community can talk to the property, according to the data to do analysis, resulting in property and business-friendly information report. This may be persuasive.

What are the profit paths for businesses

Generally speaking, there are three profit points: (1) advertising, (2) drainage, and (3) promotion orders. But I think in addition to advertising a little bit more reliable, the other two are not reliable. Drainage, put the user under the diversion line? A small community is so big, you put the user diversion to the offline entity shop, users know where the shop, and then there is the need to use your app to solve it? Similarly, the store knows which building the user lives in which number, direct door-to-door service is OK, The app's role is to start with the new, pull the new to "die." A bill? Physical store for a sign around the community to walk a few laps to finish, or at the front of the community to set up a card can also be necessary to go through the app? And now the group purchase, maps and other applications include lbs+ to promote the single option, not bad for your community app one! The premise of advertising is that the user must be sticky , only this app uses extremely high frequency, and can provide the same category service extremely many, the user cannot one seek, then the auction rank or the search rank or the default recommendation and so on, here has the use.

What trends will the community O2O in the future

Here can be a small prophecy, the future of community O2O competition or will present the thousand-Regiment war. Now we have a faint sense of grassroots entrepreneurs in the local, there are large property groups in the wild enclosure, there are large capital-supported community O2O operators in the expansion of the great strides. Because the Community O2O localization attribute is very strong, no one can integrate the whole nation's community, everybody is exploring, all in desperately beat. In the early days, everyone kept their own three-acre, head to do a good job, do their own products, coax their own users, so still feel the fierce competition; in the medium term, some already have the strength of the operators began to swallow the weak enterprises, this period will obviously appear the characteristics of the vassal regime; The market will obviously appear in a few industry giants, mutual infiltration, mutual game.