Development mode and trend of community O2O platform
Author: Dr. Lu Feng, Internet Research Institute, CCID Research Institute, Ministry of Industry and Information Technology
(Introduction) In 2114, community O2O became the new direction of predators and the starting point of startups. From traditional community service providers to Internet forces, people from all walks of life raced around, and a battle for community service entrance and integration of community service resources was about to start. The future development direction of community O2O attracted people's attention.
Competing for the "last mile"
The mobile Internet has catalyzed the development of the community O2O market, which has prompted community service entities and Internet companies to March online and offline respectively, and the competition around the "last mile" has become increasingly fierce. Traditional community service is usually completed by community property or external merchants, with low service efficiency, inconsistent standards and many problems. Internet entrepreneurs have also discovered the opportunities contained in community service and tried to solve various community service problems by means of "Internet". Home economics, laundry, catering and community e-commerce have become hot entry points.
In terms of home administration and laundry service, influenced by Internet thinking, companies such as Auntie Lai, 95181 and Rongchang E-Bag Washing are gradually paying attention to the operation of online channels; At the same time, online service companies represented by e-Jiajie, Auntie Gang and Yunjiazheng began to go offline and provide offline supporting services.
In terms of take-away catering services, take-away catering brands, such as Lin's dad's dishes, ordering a duck, picky eaters, etc., have also expanded from physical stores to the Internet, attracting users, collecting orders and even completing payment through the Internet. In addition to delivering food directly to households, there are also a group of entrepreneurs who provide more meal plans for users who have cooking needs and want to do it but can't, representing the young Cai Jun, an entrepreneurial team that distributes semi-finished ingredients, and directly distributes chefs to cook at home according to the geographical location of users.
in community e-commerce, enterprises make full use of idle resources, cooperate with large supermarkets around the community, use the storage and supply chain of supermarkets, and then solve the final distribution by themselves. There are many types of participating enterprises in this field, and e-commerce enterprises and logistics enterprises cut in through the mode of integrating internal and external resources, such as JD.COM and SF. Internet entrepreneurs cut in through community information and socialization, such as Dingdong community, good neighbors and worry-free community. Among them, in the distribution of fresh and daily necessities, there are many e-commerce companies such as Store No.1, Original Life, Shunfeng Youxuan, Tuotuo Commune, etc. Because the "last mile" is still the difficulty of distribution, companies with lighter models such as Love Fresh Bees have emerged, and the owners of community convenience stores are used to distribute goods.
around the "last mile", startups, internet companies and traditional enterprises have taken great pains, but overall, there are still many problems in community service: First, the community O2O experience is limited. For a large number of elderly residents, online shopping is far less convenient than going downstairs, and community stores can also meet the social needs of neighbors; Second, there are natural difficulties in community service supervision. In the scene of traditional service projects, the consumption and business premises are unified, so it is easier for operators to supervise the service quality of in-store personnel, and most community services are door-to-door service personnel, so supervision is more difficult; Third, it is difficult to make profits. Enterprises in the community O2O field are noisy, consumers are calm, and they can't find a model to truly release the potential of consumers, and they will eventually be unable to open this beautiful-looking market.
mode 1: logistics cross-border e-commerce mode. Logistics enterprise SF relies on perfect logistics outlets and logistics information service system to realize cross-border progress from logistics industry to electric commerce. SF Hikers is equivalent to a community online shopping convenience platform, with zero inventory in the store, displaying goods through posters, QR code walls, touch screens, etc. The store integrates online shopping experience, express delivery, convenience services, financial services and other services, which imitates the mature "convenience store+express delivery" form in the United States, Japan and Taiwan Province. Hacker e-commerce and stores have formed a complete O2O closed loop, and its community service has been standardized and standardized successfully, but the experience ability of physical stores is limited, and it is even far less convenient than online shopping malls in terms of price comparison of similar goods.
mode 2: e-commerce layout community mode. JD.COM relies on its perfect e-commerce information service system and uses online platform resources to realize the effective integration and utilization of social convenience store resources. After facilitating the O2O cooperation with Tang Jiu, JD.COM cooperated with ten convenience stores, such as Quik, Good Neighbor and Good Friend, and launched a two-hour delivery service on this basis. Online to offline, JD.COM includes: "small shop model"-for convenience stores and pharmacies, the main store is transformed into an online store; "Fresh mode"-focusing on cold chain fresh delivery for supermarkets and hypermarkets; "Brand monopoly chain model"-for clothing, luggage, home chain enterprises, focusing on door-to-door try-on and other value-added services. The advantage of JD.COM's O2O service lies in its ability to integrate and control social resources. However, it seems that its ability to standardize and promote the services of community physical stores is limited.
mode 3: convenience project mode. Relying on the policy advantage (Shenzhen E-commerce Convenience Project), Cat House has established offline stores through direct sales and joining, realizing the effective integration of logistics enterprises' last 111-meter service, and finally creating a "511-meter life circle". Unlike JD.COM and Shunfeng, Cat House has no self-sustaining logistics, but has docked with several express delivery companies such as Shunfeng and Sitong Yida. Cat House has a dual structure of direct operation and joining. Direct operation is in the form of standard logistics and experience store, while joining is intended to attract offline stores from different industries to join. At present, the cat house only relies on policy resources, and there is no online resource integration platform, so its ability to integrate social resources is extremely limited, which is also related to whether the cat house can be replicated and promoted in other regions, and everything remains to be tested by the market.
mode 4: community integrated platform mode. Worry-free Community has established a multipoint-to-multipoint real-time logistics deployment system through self-built core logistics and part-time accommodation. The community covers many communities in Shanghai without worry, with flexible stationing and radiating about 11 communities to the surrounding area. The logistics and distribution personnel, that is, the residents of the community, transmit information and record the workload by installing the internal dispatching APP on the mobile phone. This model is an intermediate O2O service oriented to C2C service, and it is a distributed collaborative service. The marginal cost has been greatly reduced, and social resources have been optimally utilized. However, the service standardization and quality of distributed services are still the core issues that plague the improvement of their service capabilities.
mode 5: community social mode. Dingdong Community adopts the mode of combining online APP with offline service stations, focusing on community socialization, and widely docking third-party services to realize the docking of supply and demand information of community services. Dingdong Community has adopted the Yellow Pages model, integrating a large amount of community service information into the APP, focusing on neighborhood socialization, and realizing the functions of second-hand trading, carpooling, housekeeping recommendation, paying water, electricity, coal and property fees, collecting express delivery, community BBS and so on. This model relies on lightweight APP application, which meets the demand for information docking between supply and demand of community services, but its ability to integrate and control third-party service resources is extremely limited.
mode 6: wechat store mode. Considering the higher opening rate of WeChat and stronger user stickiness, good neighbors open WeChat stores and rely on regional agents to effectively integrate the resources of third-party service providers. Good neighbors effectively connect users with third-party service providers, and provide community services such as express delivery, housekeeping, employment, payment, maintenance, etc., to achieve drainage for businesses. Good neighbor model fully relies on the integration ability of regional agents' resources, and controlling regional agents will be the key to future business development.
Small Business Big Platform
Community O2O looks like a small business, but it has platform value, and there will be an outbreak of platform-level enterprises. In the future, community O2O service will be a win-win market for multi-party cooperation between platform enterprises and offline service enterprises. With the participation and promotion of platform enterprises, community service resources will be integrated and optimized, and community service capabilities will be greatly improved and standardized.
the cooperation between internet companies, logistics companies and community property will create a huge new market for community services. Due to the natural characteristics of scattered community service outlets, small single-point service volume and comprehensive service demand, an Internet platform enterprise cannot monopolize the market. In the future, the community O2O service will be a situation in which all parties learn from each other's strengths and cooperate with each other to win. The advantage of internet companies is that they have a huge online platform, strong online resource integration ability and standardized service standards. However, when it comes to offline, a huge offline service team and a large amount of capital investment are all weaknesses. Although there are many logistics outlets in logistics companies, their density is far from the density of community service outlets, which cannot meet the needs of nearby services. Community property has natural advantages such as being close to community service objects and dense outlets, but there are few types of services and limited service capacity. Relying on the capital advantages and platform advantages of Internet companies and logistics companies, and increasing the standardization and integration of community property services, the potential of the community service market will be greatly tapped.
traditional community convenience stores will become exhibition stores, inventory stores or distribution intermediate links. traditional third-party community service resources will be strongly integrated by e-commerce and logistics platforms, and community services will be unified and standardized. At present, the community service market is a market where the service providers are extremely scattered and the service content is extremely irregular. After e-commerce and logistics platform enterprises participate in community service, the current community service providers will not all die out, but will be incorporated under the large-scale March of e-commerce or logistics platform enterprises. The cooperation between the two parties will promote the service of offline community service providers to be standardized and upgraded, and the service efficiency will be more optimized.
due to the characteristics of community integrated services, the community O2O service enterprises that started with vertical services will eventually be forced to become integrated. There are more and more e-commerce businesses in the cloak of O2O, and they are more and more subdivided and vertical. However, in the wave of O2O, vertical segmentation is only the entry point of the market, and the amount of services in a single community is small, and the community services are more comprehensive. Most enterprises that choose vertical market segments at the beginning will eventually move towards integration.
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