What kind of community is O2O in Ding Dong?

The project was established at the end of 65438+February last year and was launched on March 2 1 this year. At present, angel investment 1 100 million yuan has been introduced with a valuation of 400 million yuan. What is this? Dingdong community? It seems that the price is very high from birth. Ding-dong community claims to be? Essential artifact of community life? APP，？ Socializing? 、? O2O？ 、? Contact with life? It was its founder Liang Changlin who put three labels on it. In the coming community war, Ding Dong community is not the first to prepare for it, but it is fierce. What kind of business logic is behind it? Service first, then socialize. Since the test earlier this year? Dingdong community? There are nearly 6,000 residents. They can watch it with the help of the Ding Dong community? Community announcement? , check the life number, carpooling, second-hand trading, chatting, etc. , here? Forum? Very popular. Some people rent a house here, some recommend a pizza place here, some invite people to travel together, and some complain here. There are all kinds of topics. This is the effect that Liang Changlin wants. His understanding of community life is that there are no major events in community life, only all kinds of trivial matters plus all kinds of boredom, but this is a big scene, and everyone is in this scene every day. ? Until the 1980s, there was still a lot of communication between neighbors in China community, and they were familiar with each other. If anything happens, they will help. Liang Changlin believes that in the community scene, any transaction or activity in any life is social, that is, the social relationship between China's neighbors originally existed, but it has weakened today, and the Ding Dong community hopes to build a new type of neighborhood relationship. On June 5438+ 10 this year, in the case of low popularity, Ding Dong community chose the most? Stupid? The way to do the test is to send people to Shanghai Yulan Xiangyuan, Zhangjiang Tomson Haoyuan and other communities to attract residents to install the App on the spot by giving small gifts. This is not easy, because most people are wary of installing unfamiliar applications. Does this process make Liang Changlin feel? Hard work? . The team in Ding Dong community is also thinking hard, considering building good relationships with people around them and bringing more people online. But Liang Changlin found that this was wrong. The key is to do a good job in life. Socializing is natural? . During the Spring Festival of 20 14, Liang Changlin and several senior executives stayed in Shanghai. They spent almost the whole Spring Festival holiday? Community census? They first look up the data about the Shanghai community from the third-party websites, then go to the community to learn about it in person, verify the information such as house number, house price and number of households, and then classify the communities in the Ding Dong community database. Near the activated community, they also set up an offline service station to send personnel to push, on the one hand, to provide various services for community residents; On the other hand, they are responsible for understanding the characteristics of the community, finding some services that residents need most, and feeding them back to R&D and business teams for corresponding cooperation. Therefore, the functions and services provided by Ding Dong communities to users in different communities are different. What does it have in Magnolia Fragrant Garden? Carpooling function, and it is very popular. But in high-end residential areas, this function may be replaced by car maintenance, clubs and so on. It takes time and energy to improve these services. The practice of Ding Dong community is to open the most active community first. When the number of users in a community reaches 100, the community will be activated, which also provides a buffer time for them to prepare data and develop functions. However, the Ding Dong community itself does not provide specific services. It has a team that is responsible for online pull-up of property, merchants and other institutions to serve C-end users. At present, online organizations are completely free in Ding Dong community. ? O2O platform? It is Liang Changlin's final positioning for Ding Dong community, and ultimately creates value for both users and businesses. The most effective expansion is rapid expansion. In the United States, Nextdoor, a platform based on neighborhood socialization, has also appeared. Today, it covers more than 33,000 communities in the United States and is currently expanding internationally. The rapid rise of Nextdoor benefits from its meticulous service to community residents. Second, because it has found a new way to find the blank neighbors of social groups. In China, there are no giants in the social field of communities and neighborhoods, but there are also a few people who try the water. It has also been suggested that Liang Changlin quietly expand the community in Ding Dong. But he believes that today, nothing can be a secret, and since it is to be done, it must be done with great fanfare. Liang Changlin in the shopping mall still maintains an obvious military style. He divided the Ding Dong community's current team of about 100 people into three teams, namely, air force, artillery and infantry. ? Air force? The best, there are only 2-3 people at present, who are mainly responsible for advertising creativity and delivery; ? Artillery? Responsible for attacking strongholds, that is, contacting property and merchants to reach cooperation with Ding Dong community; Infantry has the largest number, and they are mainly responsible for offline neighbor service and community development. In March this year, the advertisements of Ding Dong community appeared on the subway and on the advertising screens of Focus and Frame. According to Liang Changlin's plan, the air force? To clear the way for infantry, let users know the brand of Ding Dong community quickly. When local promoters arrive in a certain community, they should at least have an impression of the community in Ding Dong. ? Quick? Liang Changlin, too, right? Artillery? This requirement, when they negotiate with property and merchants, the principle is very clear. If you talk about it within a day, cooperate, otherwise you won't talk about it, and finally let users go online? . By the end of April this year, more than 90 communities in Ding Dong have been activated, among which 10 has more than 1000 users. In Shanghai, their plan is to activate 100 communities in April, 500 communities in May and 2,000 communities in June. By the end of June, their expected number of users was 6.5438+0.4 million. In Liang Changlin's view, after three months of development, the core thing accumulated by Ding Dong community is not the number of users, but a more thorough understanding of users. However, this is not enough to establish enough competition barriers for Ding Dong communities. Even so, Liang Changlin refused to use it again. Xiaomi and rifle? Tactics. ? Must be fast, let users know that the battlefield is ours first, and then slowly transform the product? He believes that the most important thing in socializing is users, and it is difficult to attack and defend. Once it occupies the position, it can build a wider and wider moat and maintain the first-Mover advantage in the future competition. But it's also expensive. Is Ding Dong community in Shanghai from April to June? Siege period? The planned investment is 52 million yuan. In addition to advertising, the rapidly expanding team is also one of the main costs. At present, the expansion of Ding Dong community in Beijing has begun. Liang Changlin said that the cost in Beijing will not be less. Therefore, in May this year, the Ding Dong community will conduct another round of financing. It is said that many venture capitalists have sent olive branches. But is it worth spending so much money? Liang Changlin doesn't know either. He thinks? At least today, the cost is the lowest. Once there are competitors, the cost will be higher? .