Community O2O Experiences "Two Days Of Ice And Fire"

At the moment, the community O2O is experiencing two days of ice fire.

On the one hand, the capital was madly settled and the wading of BAT (Baidu, Alibaba, Tencent) giants; on the other hand, the products were not satisfactory, and the integration of resources under the line was difficult.

Whether community O2O can continue or not, is it "pseudo demand"? A series of questions follow.

A Domain company CEO told reporters that unlike other mobile end products, the complexity of community offline resources has determined the difficulty of O2O's "push" work, and that it is not good for quick success and instant benefit. This "bitter industry" finally spells out service and precipitation.

Burning money and advertising are criticized.

On the 12 day, the media reported that the capital chain of Ding Dong District, which is headquartered in Shanghai, was broken. "It seems that we can't go on."

Immediately, Ding Dong District, through the official Sina micro-blog rumor, said that the funds are sufficient and there is no break in the chain of funds. "Entrepreneurship is to break through the self and do something that has never happened before. Who can think clearly about everything at the very beginning and then execute it invariably?" the company said that the Beijing department was shutting down because of the strategic contraction and making a solid job in Shanghai market.

On the evening of 14, the reporter called Liang Changlin, founder of Ding Dong District, but declined to request the reporter's interview.

Just a few months ago, the Ding Dong District had just won 100 million yuan of successful financing and had a reputation in the circle.

The figure of 100 million yuan also amazed the industry.

Before and after comparison, the online community frequently shows the voice of community O2O.

An industry close to Ding Dong District told the first Financial Daily reporter that according to his understanding, Ding Dong District's investment in advertising should be tens of millions of yuan after completion of the financing. The subway in Beijing and Shanghai can easily see advertisements in Ding Dong District.

Through advertising to seize the market quickly, it really made Ding Dong District taste the sweetness of popularity, and increased bargaining chips with offline resources, but its product end and service experience were criticized by some users.

Many analysts generally believe that it is one of the main reasons why Ding Dong District is in the current predicament to advertise for quick success and instant benefit without making products and services well.

But in the Ding Dong District, it seems necessary for large-scale subway advertising to be launched.

"At the beginning of the line, we spent money to advertise, but we really invested in it, because community O2O really needs to seek quality resources cooperation."

But at the same time, it also admitted that the product is not perfect at present, and the reputation of the product must be reliable and authentic.

A contact with Liang Changlin, who is currently working in the community O2O in Shanghai, told the first Financial Daily reporter that before it could be surprisingly integrated to 1 hundred million, it had nothing to do with the success of Liang Changlin's Ya Ya net and her mother gang.

But in the field of community O2O, he has never been able to migrate the user resources accumulated in the maternal and child industry. At present, the popularity of second-hand market business is still acceptable under the App of Ding Dong District.

In the interview with the first Financial Daily reporter, Tang Hao, a CEO without worry, said that the community O2O is not like the group buying industry. There is a relatively standardized way to play. There are no less than 200 industries in the surrounding area. The complex characteristics make O2O teams play different roles, showing several different models.

Take Ding Dong District as an example, it does community service from the point of neighborhood social interaction, and sets certain threshold for user access. Unlike other App, you can choose to enter a residential area without registration with the mobile phone number. But this kind of "confidence play" can not be understood by some insiders. Most of the community services are low frequency. Whether the service system is built up through neighborhood social interaction, or is there any strong social demand between neighbors?

More than one user test in Ding Dong District has found that the interaction frequency between users at the App side is low, and many of them only respond to one or two responses, some of which have been updated a few months ago.

It is understood that the mode of Ding Dong District may be able to use Nextdoor in contrast to the American community O2O, a privacy application that can be used for real social networking among neighbors.

But an industry insider told reporters that the concept of Chinese community and American community is different. The difference of soil environment makes the possibility of Nextdoor replication in China very small.

Two people close to Ding Dong District interviewed by reporters said that a possible direction of the company's pformation is to focus on online and start increasing investment in community distribution business.

In contrast, the business mode of the district's worry free business is to provide users with life information, search, matching, payment and neighborhood.

To provide promotional and display services to businesses, and to collect revenues from merchant orders and charges.

It can be said that there is not only the "light assets" of order service, but also the "heavy assets" of self built community delivery system.

At present, the district has no worries and claims to have covered 56 cities throughout the country.

But Tang Hao told reporters that this is only the information level coverage, which can be understood as the community yellow pages, that is, that residents can quickly find the surrounding service information, while the real landing services, businesses signing and paying, logistics support are currently limited to Shanghai, and the services in Shanghai alone are not yet ready.

Recently, the district has secured $20 million in A round financing.

Tang Hao told reporters that the money will first be used in the team, because in addition to the technology and operation team of 100 people, the company now has full-time and part-time team members pushing nearly 1000.

In addition, financing will also be invested in offline management and core industries, expanding the size of the "last mile" distribution team and improving service capabilities.

Further refinement.

With money, success does not mean success.

It can be said that financing is not the most important part of the community O2O industry.

This is also one of the reasons why financial resources such as BAT (Baidu, Alibaba, Tencent) failed to get a breakthrough.

A person in charge of the entrepreneurial team in O2O, a community express company in Shanghai, told the first financial daily that compared with the online App technology, pushing the ground is a more arduous task. It needs time and energy to talk about the property of one family and one district.

If we do not want to be confined to the vertical field, but want to do "whole category" community service, pushing the work will be protracted.

"This market can not be won in one or two years, but finally it is precipitated and served."

Tang Hao told reporters that several difficulties of community O2O include the integration of offline businesses, the presentation of product interaction, and the level of management under the line. These are the places to test entrepreneurial team capability.

"If other Internet start-ups are a narrow escape, the community O2O may have to die 19 times to succeed."