What is the value of O2O community service O2O neglected community service?

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Last week, I wrote an article "O2O" what is vomit and vomiting, and then exchanged with many O2O practitioners, including a Beijing property company engaged in the O2O project that I am interested in. At the O2O, the property company also recognized that O2O was an opportunity to provide O2O services to the communities it served.

In the O2O, what is vomiting vomit? This article, I sorted out the past year more mainstream, popular, well-known six kinds of O2O models, are group buying, coupons, micro-letter, Alipay, line online under the combined, Wanda Electric business. At that time did not contact the community service O2O, also did not think in this direction, and in Beijing, the property company O2O project leader Exchange, I found that community service O2O is also a very valuable model. Since this model has a chance, but why not inflow, not hot? This needs to be analyzed from the angle of two O2O services provided by Internet enterprises and community property.

Community service O2O Why not inflow?

First, the property company is not the Internet, the electric company, the lack of (so-called) Internet genes. The understanding of how to carry out O2O is not thorough enough, how to build O2O platform is not clear and complete the development of ideas, they just through the in-depth understanding of their own property services to understand clearly that O2O is their development opportunities, but the development O2O only this is not enough, the property company also lacks the O2O operation ability.

Second, internet companies are still not interested in the market. Internet companies pay more attention to the market of the whole network, want to establish tens user scale of O2O services, then get financing, and then listing, to the community as a unit of small market is not interested. And the Internet company also does not have the property service resources, the community service O2O and does not open the property company, the market which provides the service for one community is not worth much, but also is inferior to provides the standard O2O service to attract the different community user to use.

Thirdly, community diversity is not easy to operate. If you want to do the market community service O2O, very difficult, because different communities in different locations, different types of people, different resources, property companies are different, standardization of all services is very difficult, can only standardize some of the most basic services, and then for different communities to provide different services, so that, Property companies can only do small plate, and ultimately difficult to make market.

Four, it is not easy to move community residents to the Internet. To do O2O services, users are the most important, community service O2O target users are very clear, but how to move community residents to the Internet to use Community O2O services is difficult. It is difficult for internet companies to do this, but property companies have solutions, and property companies can communicate all the relevant notices of the community through the O2O service platform, which can attract community residents to the O2O service platform, but how to retain residents, Providing attractive services to the residents will test the operational capability of the property company.

Five, the service content is not clear. Property companies do not want to know exactly what value-added services for the residents, the current community properties of the most basic services is to integrate some maintenance services or with express, electric business enterprises to become service stations, from the point, and so on, in addition to other services are some touch not to the direction of the This can be felt in the communication with the O2O in charge of the property company. The property company formed the O2O Project Department, then the leadership let department personnel to find cooperation, the property company leaders have an idea hope can help the fresh electricity supplier Distribution "The last 100 meters", I recommend they can go to try to talk with the excellent vegetable network to try, and then the result is excellent vegetable network does not need to cooperate at present. This result is inevitable, itself excellent vegetable net order quantity is limited, if a community only a few single, excellent vegetable net can own distribution, since the first 900 meters are distributed, and why the last 100 meters distribution mission to the property company, add additional costs, only fresh orders to a certain scale after the company and property companies, Let the distribution of the last 100 meters is the most ideal cooperation.

The profit model is not clear and there is a lack of market imagination. There is no good service, there is no good profit model, the market is not clear, this situation is not attractive to internet companies. Property companies also do not want to know how to operate, the most basic thing is to do with family life related repair and decoration services and with express, Electric Company cooperation distribution "the last 100 meters" become a service station.

What is the value of community service O2O?

From the above, the community service O2O has many problems to solve, but the community service O2O also has its value.

First, the value of community service. Community Property Company's most basic function is to provide services for community residents, community service O2O can provide residents with family life-related repair and decoration services and cooperation with express company distribution "last 100 meters" to become a service station. These two points are very valuable to the community residents, especially now the major electric dealers in the search for the right location to establish their own points or service stations, community property is a very good choice, the cat has started in October last year to form a cat logistics community service station. In addition, the community properties can be fully integrated with the surrounding merchant resources, through the property O2O platform to provide recharge fees, online supermarkets, ordering takeout services.

Second, the residents advertising value. Advertisement is the most basic profit model, the community property has mastered the basic situation of each household in the community, and has a good understanding of the basic situation of family composition, user attributes and so on. So community properties can also be around the residential life to provide online advertising services, which for advertisers is very attractive. People flock together, the same living standard of residents living in the same community, for advertisers to target audiences are very clear, very focused, there is a great value of advertising.

Third, the value of organization activities. Community property may organize some activities, such as organizing group purchase merchandise, group travel, or in the community to hold some offline promotional activities.

Internet companies working with community properties or creating new markets for Community services

Is community service O2O valuable? Probably not for Internet companies, for community properties. From the scale, to a single community as a O2O platform, so the market value is not big. But the integration of different community services O2O platform is a super trouble, so internet companies do O2O services will choose to bypass community properties, but bypass community properties and many community basic services can not be provided. Property companies alone also difficult to prop up O2O platform, in the Internet technology and content operations are difficult.

Although Internet companies and community properties can not do the community service alone O2O, but the cooperation between the two sides will create great market value. Internet companies to integrate a large number of communities in a region responsible for providing technology and operations, each community property responsible for their community services and organizational activities, such development will no longer be a problem, and can be excavated a new field of market value, play a 1+1>2 effect. (Text/Wang Liyang)