Community O2O platform development mode and development trend?

Community O2O platform development mode and development trend

Author: Dr. Lu Feng, Internet Research Institute, Saidi Research Institute, Ministry of Industry and Information Technology (MIIT)

(Introduction) In 2014, community O2O has become the new direction of predators and startups, from the traditional community service providers to the Internet forces, people from all walks of life have been running to encircle the land, a battle for the entrance to the community services, integration of A battle for the entrance of community services, integration of community service resources will soon start, community O2O future development direction attracts attention.

Competing for the "last kilometer"

The mobile Internet catalyzed the development of the community O2O market, prompting community service entities and Internet companies to online and offline, respectively, around the "last kilometer" of the increasingly fierce competition. Traditional community services are usually completed by the community property or external merchants, low service efficiency, inconsistent standards, more problems, Internet entrepreneurs have also found the opportunities contained in the community services, have tried to use the "Internet" way to solve all kinds of community services, housekeeping, laundry, catering and community e-commerce has become a popular entry point.

In terms of housekeeping and laundry services, influenced by Internet thinking, companies represented by Auntie Come, 95081, Rongchang eBag Wash, etc. are gradually focusing on the operation of online channels; at the same time, online service companies represented by eHomeClean, Auntie Help, and CloudHomeClean have started to go offline and provide offline supporting services.

In terms of takeaway catering services, takeaway catering brands represented by Papa Lin's Dishes, Call a Duck, Picky Eats, etc., are also expanding to the Internet from processing and delivering completed by brick-and-mortar stores to attracting users, collecting orders and even completing payments through the Internet. In addition to direct delivery to the home, there is a group of entrepreneurs for the need to cook and want to do but will not do the user, to provide more meal programs, on behalf of the distribution of semi-finished ingredients of the entrepreneurial team of young vegetable gentleman, directly according to the user's geographic location to send chefs home to cook the love of the chef.

In community e-commerce, enterprises make full use of idle resources, and community around the cooperation of large supermarkets, the use of supermarket warehousing and supply chain, and then solve the final distribution. This field is involved in more kinds of enterprises, e-commerce enterprises and logistics enterprises through internal and external resource integration mode entry, such as Jingdong, Shunfeng, etc.; Internet entrepreneurs through the community information and social entry, such as Dingtong community, good neighbors, community worry-free, etc.. One of the fresh food and household goods distribution, there is no lack of 1 store, this life, Shunfeng preferred, Tuotuo Gongsha and other e-commerce, due to the "last kilometer" is still the distribution of the difficulty, the emergence of the love of fresh bees and other modes of lighter companies, with the help of the community convenience store owners for commodity distribution.

On the "last kilometer", startups, Internet companies and traditional enterprises can be described as painstaking, but in general, the current community services are still many aspects of the problem: First, the community O2O experience is limited. For a large number of elderly residents, online shopping is far less convenient than a trip downstairs, and community stores can also realize the social needs of the neighborhood; Second, there are natural difficulties in the supervision of community services. Traditional service program scenarios, consumption and business premises are unified, the operator is easier to regulate the quality of service of the store personnel, community services are mostly service personnel door-to-door, so it is more difficult to regulate; Third, profitability is difficult. Community O2O field of enterprise noise, consumer calm, can not find the real release of consumer potential model, will not be able to open this looks beautiful market.

Model 1: Logistics cross-border e-commerce model. Logistics enterprise SF relies on the perfect logistics network and logistics information service system to realize the cross-border progress from the logistics industry to the electric business. Shunfeng Heyk is equivalent to the community online shopping convenience life platform, zero inventory in the store, through posters, QR code wall, touch screen display of goods, the store integrated online shopping experience, express mail delivery, convenience services, financial services and other services, which imitates the United States, Japan and Taiwan and other places mature "convenience store + express" form. Hey customer e-commerce and stores to form a complete O2O closed loop, its community service standardization and standardization to do a successful, but the physical store experience is limited in the ability to compare prices of similar commodities, and even far less convenient than the online shopping mall.

Model 2: E-commerce layout community mode. Jingdong relies on its perfect e-commerce information service system, the use of online platform resources, to achieve the effective integration and utilization of social convenience store resources. Following the O2O cooperation with Shanxi Tangjiu convenience, Jingdong has cooperated with ten convenience stores such as Quick, Good Neighbor and Liangyou, and launched a 2-hour delivery service on this basis. Jingdong O2O models include: "small store mode" - for convenience stores, drugstores, the main small stores to transform online stores; "fresh food mode" - Fresh mode" - for supermarkets and hypermarkets to focus on cold chain fresh delivery; "brand specialty chain mode" - for clothing, bags, home furnishing chain enterprises, focusing on value-added services such as door-to-door fitting. Jingdong O2O service advantage lies in the integration of social resources and the ability to control, however, for the promotion of service standardization of community physical stores, it seems that the ability is limited.

Model 3: the convenience project model. Cat House relying on policy advantages (Shenzhen E-commerce project), through direct and franchise forms to establish offline stores, to achieve the effective integration of the last 100 meters of services to logistics companies, and ultimately create a "500-meter circle of life". With Jingdong, Shunfeng and other self-pick-up point is different, the cat house does not hold its own logistics, but docked SF, SITO and many other courier companies. Cat House implemented a dual structure of direct + franchise, direct for the standard logistics pick-up point + experience store form, while the franchise is intended to absorb the different industries of offline stores to join. At present, the cat house only rely on policy resources, there is no online resource integration platform, the ability to integrate social resources is extremely limited, which also relates to the cat house can be replicated in other regions to promote, everything remains to be tested in the market.

Model 4: Community integrated platform model. The community worry-free through the core logistics self-built and local accommodation part-time way, to establish a multi-point to multi-point instant logistics deployment system. The community carefree covers many communities in Shanghai, stationed in the flexible and to the surrounding radiation of about 10 neighborhoods, logistics and distribution personnel that is the community residents, through the installation of the internal scheduling APP on the phone to transfer information and record the workload. The model is oriented towards C2C service intermediate O2O service, is a distributed collaborative **** enjoyment of services, the marginal cost has been the most significant reduction in the optimal use of social resources, however, the distributed service service standardization and quality is still plagued by the most core issues to enhance the service capacity.

Mode 5: Community socialization mode. Dingtone adopts a combination of online APP and offline service station mode, focusing on community socialization, and widely docking third-party services to realize the docking of community service supply and demand information. Dingtone Community adopts the yellow pages model, integrating a large amount of community service information into the APP, focusing on neighborhood socialization, and realizing functions such as second-hand trading, carpooling, home management recommendation, payment of water, electricity, coal and property fees, collection of courier, and community BBS, etc. The model relies on the lightweight APP and offline service stations. The model relies on a lightweight APP application to meet the demand for community service supply and demand information docking needs, but the integration and control of third-party service resources is extremely limited.

Model 6: WeChat store model. Considering the higher opening rate of WeChat and stronger user stickiness, Good Neighbor opens WeChat store and relies on regional agents to achieve effective integration of third-party service provider resources. Good Neighbor effectively connects users with third-party service providers, providing community services such as express delivery, housekeeping, employment, bill payment, and maintenance, which attracts traffic for merchants. The Good Neighbor model fully relies on the integration of the resources of regional agents, and the control of regional agents will be the key to future business development.

Small business, big platform

Community O2O seems to be a small business, but with the value of the platform, there will be an outbreak of platform-level enterprises. The future community O2O service will be a platform enterprise and offline service enterprises multi-party cooperation **** win the market, in the platform enterprise's participation and promotion, community service resources will be integrated and optimized, the community service capacity will be greatly improved and standardized.

Internet companies, logistics companies and community property cooperation will create a huge new market for community services. Due to the natural characteristics of community service outlets scattered, single-point service volume is small, service demand integrated, an Internet platform companies can not dominate the market, the future of community O2O services will be the strengths of all parties to complement the shortcomings of the cooperation **** win situation. The advantage of the Internet company has a huge online platform, online resource integration capacity, service standards, but once involved in the offline, a huge offline service team, a large amount of capital investment are weaknesses. Logistics companies have a lot of logistics outlets, but its density is far from the density of community service outlets, can not meet the needs of nearby services. Community property has the natural advantages of being close to the community service object and dense network, but the service types are few and the service capacity is limited. Relying on the capital and platform advantages of Internet companies and logistics companies, and increasing the standardization and integration of community property services, the potential of the community services market will be greatly tapped.

Traditional community convenience stores will be reduced to display stores, inventory stores or distribution intermediaries, and traditional third-party community service resources will be strongly integrated by e-commerce and logistics platforms, and community services will be unified and standardized. The current community service market is a market where the service providers are extremely decentralized and the service content is extremely unstandardized. After the participation of e-commerce and logistics platform enterprises in community services, the current community service providers will not all die out, but will be integrated under the large-scale advancement of e-commerce or logistics platform enterprises. The cooperation between the two sides will promote the standardization and upgrading of the services of offline community service providers, and the service efficiency will be more optimized.

Because of the characteristics of comprehensive community services, community O2O service companies that initially cut their teeth on verticalized services will eventually be forced to move toward integration. Cloaked in O2O clothing more and more e-commerce business, and more and more segmentation, verticalization, but in the O2O wave of ten thousand people gold rush, vertical segmentation is only the market entry point, a single community segmentation service volume is small, the community service is more comprehensive, most of the initial choice of vertical segmentation of the market will eventually move towards the integrated enterprise.

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