Economic Daily - China Economic Net Beijing September 27 (Reporter Shi Xiaojuan) In 2015, the National Two Conferences, the construction of "Internet + Smart Community" officially appeared in the government work report, and the new community service industry entered a period of rapid development. At the end of 2016, the Ministry of Commerce issued the “13th Five-Year Plan for the Development of Residents' Living Service Industryâ€, and various policies were introduced in various places across the country to encourage capital to enter the community business field. Taking Beijing as an example, the city's commercial commissions will accelerate the improvement of community business services as a major task for several consecutive years. In the past few years, under the dual drive of policies and new technologies, smart communities have blossomed everywhere, and new business forms have emerged, gradually becoming a rigid demand for the benefit of all.
Speech by Zhao Chenxi, CEO of Guoan Community (Beijing) Technology Co., Ltd.
New change and new mission
With the rapid development of the industry, problems have also arisen. Experts said that after the "community" was preceded by "smart" and "intelligence", the focus of the industry's attention gradually shifted to "no one". Many companies, such as the Ali Convenience Store and the Bingo Box, are busy making articles on “no one†and “self-helpâ€.
Too much emphasis on the importance of technology, blindly value its driving force on product sales, which makes many companies ignore the essence of community business - product quality, community user needs, consumer experience. As a result, the development model is similar, and the service quality is poor. Many community consumers lament that community shopping is more and more convenient, but shopping fun is also less and less, pure money transactions, but also make business relationships become stiff and cold.
In fact, the "community" said that it has existed in ancient times. With the changes of the times, its connotation has also increased or decreased, but after all, it has not left the center of "people." Technology and emotion are not one-or-one relationships. Mature smart communities need supporting support from mature community businesses, while mature community businesses need to combine technology and emotions.
Especially in the context of the rapid rise of consumption and the rapid rise of the sharing economy, the consumption of community residents has shown a trend of individualization and diversification, and consumer demand has continuously shifted to a service-oriented, quality-oriented and social-oriented direction.
Undoubtedly, these new changes have presented new development propositions for practitioners.
The launching ceremony of the Guoan Community Love Experience Series Press Conference
Innovative explorers in the community business
In this regard, the innovative service model of the Guoan community provides reference and reflection for the industry. Guoan Community is a local life community service brand created by CITIC Guoan Group. With innovative technologies such as the Internet, cloud computing and big data, Guoan Community has successfully built a one-stop community sharing platform for serving community residents. Under the guidance of the innovation and development strategy, the Guoan community has developed rapidly. It has entered eight cities including Beijing, Shanghai and Tianjin, and has more than 400 community stores in Beijing.
Since its inception, the Guoan community has been an innovative explorer in the community business. Based on a deep understanding of the needs and sharing patterns of community residents, the Guoan community continues to enrich and improve its business development model, and through the emotional empowerment of innovative technologies, to create more consumer scenes that focus on emotional experiences, thereby bringing more community residents Have a temperature consumption experience.
Specifically, the Guoan Community offline store is an example. Unlike the traditional community service system, the Guoan community store is not only a shopping supermarket, but also an open space for sharing and a window of emotional exchange.
When you enter the store in the Guoan community, you will feel the sense of harmony between the long-lost old neighborhoods. Community residents are two or three partners and three or five groups. Here, talk about buying food and clothing, talk about home experience, and experience various smart community services. In the specially set activity area, all kinds of friendship and public welfare activities are more colorful. The chess player is in the midst of the battle, and the newspaper readers are dedicated to...
“I found the feeling of home here.†The words of a community uncle vividly reflect the unique experience that the Guoan community brings to the community.
Another temperature practicer, Guoan Xia, cannot be ignored. They are the full-time service personnel of the Guoan community who are highly integrated with the needs of residents and play the life of the community residents. This group, like its name, is well-trained, energetic, and daring. I want to think of the residents, the urgent needs of the residents, provide multi-dimensional service content such as express delivery, housekeeping, maintenance, etc., 24 hours service to the community residents.
Experts said that if the service system of the Guoan community is compared to the adult nervous system, then Guoan Xia is a neuron that feels stimulation and conduction. They are close to the community life, provide users with personal services, and provide quality supervision of services and goods, greatly increasing consumer stickiness and brand loyalty.
This housekeeping-style community service has become a solid emotional link between the Guoan community and the community. The quality consumer experience created by this is obviously not a substitute for “no one†or “self-helpâ€, and it is also unmatched.
Behind these “seeing†community services is the strong support of the Guoan community to open and share a one-stop service platform. With innovative technologies such as the Internet, cloud computing and big data, the Guoan community collects consumer data of community residents and analyzes its age, gender, frequency of shopping, preferences, etc., and designs “housework†based on accurate depiction of portraits of community residents. Services such as "Old Age Home", "Community Shopping", "Public Service".
These sectors have jointly built a multi-dimensional composite service system covering consumer consumption, entertainment, learning, and pension, so that the Guoan community has formed a borderless open community service ecosystem.
Clicking on the Guoan Community APP client can provide a deeper understanding of the various needs of the community residents. The functions of each section complement each other, data sharing, and emotional empowerment with Guoanxia and community stores. The deep interactive interaction between the online and the offline brings more community consumption experiences to the residents.
This is an important reason why Guoan Community stands out from many traditional community service enterprises. It also maps the innovative community service model of Guoan Community—in-depth integration of online and offline to realize resource sharing, information sharing, service sharing and skill sharing. A community service ecosystem with temperature.
As Zhao Chenxi, CEO of Guoan Community, said, the current Guoan community is an ecological circle that builds ecology and creates a smart community service. This ecosystem needs to be the basis for solving life needs. What is more important is to promote the formation of mutual help and sharing of intimate emotional connections between people.
Four activities practice the concept of community service with temperature
At the news conference of the National Security Experience-Series event just ended on September 26, the Guoan Community released the Guoan Community Changshu Card, the Guoan Community Senior Carnival, the Guoan Community Brand Festival, and the Million Family Super New Year Card. A large series of events.
Some media commented that this is the form of the theme activity of the Guoan community, which enhances user participation and allows community residents to experience the community service experience with temperature. The four series of events blew the assembly number of a one-stop community service ecosystem with temperature, which will bring a strong demonstration effect to the industry.
For a long time, the home repair industry has been full of problems such as opaque service charges, difficult service providers, and insecure after-sales, which have caused headaches for community residents.
In response to the urgency of the residents of the Guoan community, the “National Community Rehabilitation Card†campaign was launched. In line with the concept of a card in hand, home care and worry-free emotional service, according to the common kitchen and toilet dredging, circuit lighting repair, lock installation and other more than 100 kinds of home repair needs, the annual security service plan was formulated. The service companies selected by the event are high-quality enterprises that have been carefully selected and stand out from the industry, thus ensuring the quality assurance of professional maintenance and service.
The relevant person in charge of the Guoan community said that the Changshu card fully considered the characteristics of the residents' home repair consumption, that is, consumption and zero use can apply for refunds, which is convenient and time-saving. At the same time, we launched 98 yuan, 168 yuan, 365 yuan package service, from free maintenance 3 times to unlimited maintenance throughout the year, the package price allows residents to enjoy more comprehensive and practical services.
In order to let more residents understand the experience of the event, the Guoan community has deliberately extended the time span of the event, starting from September this year and continuing until December. Some experts commented on the pain points of community life in the card repair, which not only avoided the waste of time and energy, but also ensured the absolute safety of the residents and property. Really fulfilled the urgency of the people, worried about the worries of the people.
In addition to home repairs, the dietary health issues of older residents are equally interesting. The Guoan Community launched the “National Community Community Carnival†Chongyang Festival to spread the concept of healthy old age.
The event was held on October 28th (the 9th day of the lunar calendar). This day is the Double Ninth Festival and the Old Man's Day. The autumn is very cool, and it is a blessing to live with the elders of the family. In this festive season, the Guoan community was linked in 8 cities including Beijing and Shanghai. A total of 100,000 community elderly residents were invited to have lunch together and participated in the event. It was a good time to talk about it.
In this regard, some people may question the Guoan community's use of activities to make a show. In fact, a little understanding of the Guoan community will dispel this idea. Old-age community residents are the key targets of the long-term concern of the Guoan community. Their humanized care can be described as meticulous and comprehensive. The old-age meals that residents have been relishing are typical examples.
Taking the old-age meal as the entry point, the Guoan community has built a series of suitable service products from the residence to the medical care and health care, so that the elderly community residents can truly be old-fashioned, old-fashioned, and old-fashioned. I am happy and old.
October 28 is also the first anniversary of the establishment of the Guoan community. In order to better summarize the past and plan for the future, the Guoan Community will hold a brand day event, join hands with Beijing TV Station, invite a number of large-scale businesses in the industry, and discuss the industry with partners around the theme of “The Future of the Brandâ€. Development trends, how to provide more one-stop community service with temperature is one of the important topics.
The last item in the series, the Guoan community focused on the most popular double eleven online shopping. From the "single bachelor's day" that was previously devastated to the "hands-on festival" of the whole people's carnival, every year, the merchants will dig their minds and create a variety of gimmicks, let consumers liberate their wallets unprecedentedly: happy to celebrate, to buy If you are unhappy, you need to be comforted, you have to buy it. If you need it, you have to buy it. You don't need to buy it. But the excessive frequency of the goods will inevitably lead to redundancy and waste.
In this regard, the Guoan community launched the “Million Family Super New Year†campaign based on the actual interests of the community residents. At the same time, the concept of "only useful" is proposed. Since it is necessary to pick up the goods, it is better to have some necessities such as rice noodles and grains, and it is economical and put an end to waste.
The novel and healthy consumption concept is believed to make the community consumers shine and show a demonstration effect on the development of the industry. In addition, the "Million Years of Goods Card" launched by the Guoan Community - the "send to the door" hypermarket, allows people to shop around without having to shop around to maximize convenience.
Return to the essence of business to provide a new path for development
The industry media that have long been concerned about the Guoan community pointed out that the connection is one of the key words of the Guoan community service concept. Whether it is the above mentioned Guoan Community Store, Guoan Xia, Guoan Community Changshu Card, etc., it is also the Guoan Community APP. The one-stop service platform reflects that the Guoan community strives to connect the community's service resources with the needs of everyone in the community with a complex multi-dimensional service, and to connect each family and each resident in the community with each other. In this way, build a community service ecosystem and a community life circle. The most important feature of this ecosystem life circle is multi-dimensional, emotional, and re-experience.
It is this development orientation with a forward-looking strategic vision that allows the Guoan community to have a multi-dimensional and humane community service concept throughout its overall development strategy or specific product line layout. It has become a strong support for the Guoan community to implement the brand concept of “making the community life richer and more convenientâ€. As a result, the consumption loyalty and loyalty of the community residents have been greatly increased, and many community residents are affectionately referred to as “temperature-based community stewardsâ€.
This distinctive core competitiveness has established a solid competitive barrier for the Guoan community, making it stand out from many traditional community business enterprises and become the industry leading brand.
Under the new normal of the new economy, the tide of consumption upgrading is magnificent. While making the needs of community residents more personalized, diversified and inter-connected, it also poses new challenges for each community business enterprise. When new concepts such as “no one†and “self-help†faded and the drawbacks began to appear, and the industry became fascinating, the Guoan community built an innovative development concept of the temperature-based intelligent community ecosystem, which cleanly and purely grasped the essence of business. Undoubtedly bring profound thinking to the industry and provide a new path for development.
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