Smart Communities: The Most Important New Traffic in the Next 10 Years (Part 2)

In "Smart Communities: The Most Important New Traffic in the Next 10 Years (Part 1)", the author analyzes the wave of technologies such as IoT, 5G, and AI through five major sections. Smart communities and edge services will reconstruct existing community management The service model also briefly analyzes the difficulties and cruxes currently facing at the actual landing level. As the next part, this article will focus on how to optimize and enhance the existing development path.

The first to fifth parts are detailed in "Smart Communities: The Most Important New Traffic in the Next 10 Years (Part 1)".

6. Path: the development of smart communities

A smart community involves many people, software and hardware, and is extremely complex and expensive. Building a smart community requires the following:

1. Find out the family, think systematically, and formulate clear paths and strategies.

2. Identify key factors and concentrate resources to resolve major contradictions.

3. Make full use of resources to carry out model innovation and mobilize all funds and forces that can be mobilized.

4. Technical integration must take into account effects, costs, compatibility, and returns, take less detours, and ensure continuous investment.

In the next few years, not only the key stage of building a smart community, but also the key stage of the integration of the property industry. This overlap means that whoever builds a smart community is the fastest, and whoever can gain the greatest advantage in the industry competition. The property industry is currently less concentrated, with TOP100 accounting for only 32% of the total market.

The leading property companies have been listed in batches or are waiting to be listed. They all hope to use the capital market to grab land. Take Color Life as an example, the management area before listing was less than 100 million square meters in 2013, and the total management area increased rapidly after listing. As of mid-2019, it has exceeded 1.2 billion square meters. But now there are a lot of listed property companies. Small and medium-sized properties have more choices when they are integrated, and the inspection will be more in-depth.

Scale and funding alone are no longer enough, but the quality and speed of the model, technology integration, and ecological integration must be compared. These are the guarantees for continued leadership in the future.

The situation of each property company is different. The following will discuss how to build a smart community from four common aspects, such as methodology, key factors, full leverage (development of the ecosystem), and long-term mechanism.

1. Methodology: Building a growth flywheel

The so-called growth flywheel is to enhance the cause and effect, which in turn strengthens the cause and forms a self-enhancing circuit, which drives the rapid growth of the entire system. This is a theoretical model widely validated by the market. Amazon is a classic case of growth flywheel. To build a growth flywheel, you must first find the components of the flywheel.

There are three kinds of "human harmony" in the community:

(1) the peace between the owner and the community, which is the satisfaction of the owner;

(2) the relationship between the owner and the owner, which is a neighborhood relationship;

(3) The harmony between the community and employees, this is the organization building.

These three types of "people and harmony" have not yet been realized, which is the main reason that leads to the in situ development of community management. Now Tianshi (new technology wave) has come, and the community has exclusive land (community is home). "Renhe" is a breakthrough point, and we need to find the components of the flywheel around "renhe".

Start with owner satisfaction. In the previous "Dilemma", we have analyzed the crux of the owner's satisfaction is not high enough, and also found the key to solve the problem-do more things that the owner did not expect the community to do, specifically to build a smart community and vigorously develop the community Value-added services. In addition to directly improving the satisfaction of owners, building a smart community is more important in creating effective connections. There are flywheel effects between effective connection, owner satisfaction and value-added services.

The first is the effective connection and the growth of owner satisfaction. The more effective connections, the more community services to the owner, the higher the satisfaction of the owner. More connections.

Growth flywheel for effective connection and value-added services: The more effective connections, the more opportunities for value-added services; the better the value-added services, the more effective connections will be.

The growth flywheel between owner satisfaction and value-added services: The higher the satisfaction of the owners, the better the value-added services; the better the value-added services, the higher the satisfaction of the owners.

Combining these three flywheels, the effective connection, owner satisfaction and value-added services are two-way, forming a large growth flywheel. As long as one of the elements is activated, the overall rapid growth can be driven

Look at neighborhood relations. Once warm, but now indifferent. But indifference will not last because the neighborhood relationship has a solid foundation: Most owners in the same community are at the same age, have similar economic foundations and educational backgrounds, and have similar problems in their lives.

This is a group of people who have similarities and common interests. They do not lack the will to warm each other. What they lack is sufficient opportunities for communication. The effective connection generated by the smart community will provide a large number of communication opportunities for owners; value-added services can also achieve mutual assistance between owners at the consumer level. When communication and mutual assistance become the norm, the neighbourhood is bound to regain its former warmth.

There is a growth flywheel between the neighborhood relationship and effective connection, value-added services, and owner satisfaction: the better the neighborhood relationship, the more effective connections in the community must be, the better the value-added services must be, the higher the owner satisfaction, and vice versa . This is well understood. If you are fortunate to live in a warm community, you must hope that it will continue to be warm forever, and you will try your best to maintain this system.

Therefore, the neighbourhood relationship can also be added to the large flywheel (as shown in the figure below). Each two elements are two-way and can form a growth flywheel. Among these four elements, effective connection is the simplest element, the most direct result of the smart community, and the best realized element, so it is the best driving factor for the growth of flywheels.

Finally, look at organizational construction. High-quality teams are built on the basis of high income; because property costs cannot rise and high income depends on the development of value-added services, a growth flywheel is formed between value-added services, employee income and the quality of the workforce: Well, employees have the opportunity to obtain a lot of additional income; the higher the employee's income, the more attractive the position of the property, you can recruit better employees to continue the survival of the fittest. On the contrary, the higher the quality of employees, the better the value-added services must be carried out, and the income of employees will increase simultaneously. In order to distinguish it from the previous growth flywheel, this flywheel is called a "self-upgrading flywheel".

In the self-upgrading flywheel, employees' income will not fall from the world, and the quality of the workforce cannot be improved, so the driving factor must be value-added services. The best driving factor for the growth of the flywheel is the effective connection. Therefore, the effective connection is the driving factor for the entire self-upgrading flywheel.

The case of Renhe can refer to the famous Anaya community. Anaya's operation team organized a wealth of community activities (effectively connected), provided a variety of value-added services, and produced excellent results. Owners' satisfaction is very high. The owners send 200,000 red envelopes to property staff each year. Neighbourhood relations are also very good, and children can rest assured that the community is running around. In such a warm community, the recommendation rate and repurchase rate are very high, and the house price is more than twice the average surrounding price. Anaya's "people and peace" rely on an excellent operation team, and the intelligent community depends on "instinct". It drives the flywheel to develop itself and does not rely on the team.

2. Key factor: effective connection

Effective connection is both the best driving factor for growth flywheels and self-upgrading flywheels, and the foundation of the property's "nervous system".

The so-called "nervous system" of the property is the external perception and internal control of the "brain" (headquarters). Without the external perception of the headquarters, the owner's needs are not known, the traffic is scattered in various places, and the utilization efficiency is very low; without internal control, effective internal integration cannot be achieved, and high-quality services cannot be provided. To realize external perception, it is necessary to effectively connect the owner, and to achieve internal control, it is necessary to effectively connect the equipment and community workers in the community (community operating system).

From the case of parking, you can see how the "nervous system" works: After the smart parking is completed, the headquarters can clearly know the number and time of parking by the owner (external perception), and directly control the release of the pole (internal control), The owner charges online, everything is under the control of the headquarters, which not only improves the service quality but also increases the income.

The current smart community projects seem to lack a clear goal and assessment index: it may be to increase income, it may be to save costs, it may be to increase the real estate company's house prices and sales volume, or it may be to improve the corporate image.

In fact, there is only one essential difference between a smart community and a traditional community: everything in a smart community is connected. The goal of building a smart community is to connect everything in the community. The core assessment index is the connection ratio. The so-called "input-to-connection ratio" refers to how many effective connections can be generated by the same resource investment.

We often say that Ali produces nothing but sells everything; Didi does not have a car but is the largest travel company; Airbnb does not build a guest room, but the number of guest rooms is the largest in the world. This is the value and power of connection, and the common mistake we make is to admire them, envy and hate them, and at the same time think that the connection is empty and invisible.

Controlling the connection is very powerful, and the consequences of not connecting are serious. Taking fresh food as an example, it is said that fresh food is the last fortress that e-commerce needs to overcome. It is obvious that direct on-demand batch direct delivery is the most efficient way. Why can't it be achieved? It is because the current community has no connection with the owners and aggregates the demand ability. Therefore, it is necessary to aggregate traffic by promoting its own client like Daily Youxian, or to acquire traffic through Baoma, like community group purchase, and also spend huge amounts of money to build a distribution system. Assuming that the community has sufficient connection capacity to achieve on-demand batch direct access, traffic costs, distribution costs, and losses in the fresh produce industry will be reduced, and the overall efficiency can be greatly improved.

The more effectively connected, the faster the growth flywheel turns, and the stronger the "nervous system". With clear goals and assessment indicators, you know where resources should be invested first. For example, the renovation of a parking lot is a very good project. It adds effective connections, and the added revenue can cover costs in a short period of time. There are also projects related to smart homes, such as the security and elevators mentioned earlier, which not only have a high input connection ratio but also upgrade the smart home experience. Smart homes are about to explode, the market is large, and the cost of promotion is large. With this trend and dividends, many projects can be promoted simultaneously at a very low price.

In addition to "hard projects", there are also many "soft projects" that also have extremely high input-connection ratios. For example, the development of the AI assistant of the owner can perform various operations in the community and answer various questions about the community by the owner. After the AI assistant is integrated into the property app, the owner only needs to say “pay the property fee, call the elevator, call the cleaning and cleaning kitchen, make an appointment for a smart dressing mirror, buy 3 tomatoes and 2 eggs ...” into the phone, and the AI assistant will automatically Implementation, if necessary, owner confirmation.

The owner can also ask questions. The questions cover the affairs in the community, as well as the surrounding education, medical care, municipal administration, food, drink, fun, etc., and the scope of the problem can continue to expand in the future. This kind of question answering service is not open, no matter how large the scope of the problem is, it is limited, so it is not difficult for AI. By communicating with the owner, the AI assistant can realize an accurate portrait of the owner, thereby accurately matching the products and services.

The AI assistant will be standard for everyone in the future, and it is the core traffic entrance. The question is what will the first AI assistant be? The community AI assistant is a good starting point: rich scenes, huge crowds, huge realizing space, can be used Current technology meets current needs. Smart speakers are another possibility, but as mentioned earlier, through the community operating system, smart communities can achieve the integration of smart homes.

The "soft project" also includes an internal work management platform that uses mobile devices to fully digitize the daily work content of each staff member, the interaction with the owner and other information, and will complete the work completion degree and order response most relevant to the owner's satisfaction. The core indicators such as speed, feedback speed and processing speed of owner problems, and owner evaluation form a report and automatically calculate relevant rewards and punishments.

In this way, employees at all levels establish a direct and effective connection with the headquarters, which can be directly monitored by the headquarters. The "nervous system" goes directly to each "cell" for the most thorough internal control. The assessment of subordinates by managers at all levels becomes very simple, and it will become almost impossible to shake the pot. This is important for internal integration. The work management platform can also be combined with the owner's AI assistant to automatically issue instructions to staff based on the owner's behavior, further improving the experience.

And some items have "air properties": it is important, but it is usually not conscious of its existence, just like air. The priority of such projects should be lower because the input-to-connection ratio is too low.

3. Make full use of the power: open up completely and build up the ecology together

Today's property companies, and future smart community operators, are two different species. If a property company wants to grow rapidly and complete its transformation, it must borrow from the whole society with the most open mind.

Specifically, the work done before and the work to be done in the future are not a concept at all, and the scope of value-added services is all-encompassing, and it cannot be done by itself. Therefore, it must be open to allow competent people to work, which is to integrate the ecosystem. The ecological circle is the main channel for realizing the realization of smart communities. It is not only the key to competition between property companies, but also the main battlefield for real estate companies and technology companies. Who can control the high-quality ecosystem is the leader of future smart communities. In order to integrate the ecology as quickly as possible and stand out from the competition, it must be completely open.

The only difference between open and completely open is whether to give up thinking about buying tolls. It is open to let others in, but to collect tolls. It is completely open to let others in, not even tolls, as long as the other party can serve the owner. Opening up sounds silly, but reality determines that this is the best strategy.

If the road hasn't been repaired, or only a bad mud road has been built, you have to collect the money first, then many really capable people would rather build a new road by themselves. If you lay a foundation, point out a direction, and tell everyone not to collect money here, let's build it into a wider and longer Kangzhuang Avenue, then there will be many people who are willing to contribute and form a more powerful repair than singles Lu Dajun.

The benefits of buying tolls are only money, but the disadvantages are many and fatal. The first is the slow integration speed; and the small number of selectable cooperation partners, which can easily cause "malnutrition", cause the quality of the ecosystem to be worrying, and traffic may be wasted; The companies that buy road tolls are all strong competitors in the future.

On the contrary, if you choose to open to the whole society completely, the whole momentum will be different. Ecological integration will speed up immediately, and you can also choose partners to the largest extent, which will help to find a truly powerful and suitable partner. You don't need to pay for the toll, but the partners must invest real money in the joint construction of the smart community. Only with high-quality and dedicated partners can a high-quality ecosystem and efficient use of traffic.

The reality is that everyone is buying tolls in various names and in various ways. It is not unreasonable for small and medium-sized property companies to continue to do so, but for head real estate companies who are interested in becoming bigger and stronger, it is time to seriously think and weigh. It is very difficult to give up this easy-to-get income, but you may wish to think carefully about the purpose of collecting money. Traditional property is a very mature business model. Even if everything is unchanged, it can operate normally and be profitable in the short term. Value Added Services Blood Transfusion.

Therefore, the income of value-added services will either become profits or continue to be invested in the construction of smart communities. Now is a critical stage of industry competition, and continuous investment is obviously the best choice. So since partners are already willing to build a smart community together, why bother to collect their money first, and then use this money to do what they have to do?

As you can see from the figure above, the charging process from collecting money to reinvesting is complicated and inefficient, and the co-construction model under a completely open mode is significantly more efficient. And the partners spend their own money to do things for themselves, the effect is definitely better, no need to monitor and evaluate. This is the best way for ecological integration. Not only is it not stupid to take the toll, but it can also take off by taking advantage of it; it seems that taking the toll is actually a fight against yourself.

Take online education as an example. In the summer of 2019, the online education industry invested a total of 4 billion advertising fees, which was fierce competition and huge cost. The community has a concentrated and accurate customer base, which can help them acquire customers at low cost. There are two ways to cooperate. One is to charge, and the other is to require them to feed back the saved advertising costs to the community, and provide equal free courses for owners. And special prices. The first way is definitely to go through several rounds of negotiations first, but it may not be possible to negotiate, and reinvestment after receiving the money is also very inefficient.

The second way is continuous win-win situation: free courses and special courses can not only help the community strengthen the connection, but also help companies to continue to obtain more customers, strengthen their competitive advantages in the community, cooperation will become more efficient and stable. For technology-based online education companies, they can be required to build their communities into virtual bilingual communities (AI + AR), which is also a continuous win-win situation.

Since it does not charge tolls, it is a complete entry threshold of zero, no cash, no equity, nothing at all, the only requirement is "peer co-construction." Partners must continue to invest the saved money or extra money in the construction of smart communities, both to continue to make more money for themselves and to continuously increase effective connections for the community

Letting others make money first is the only way to quickly gain popularity. In this age where speed is decisive, flying first is more important than anything. It is small profits now, but the future is big profits. Not buying tolls does not mean that there is no charge; there is no charge at present, nor is it never charge. The reason for charging in the future is no longer "I occupy this land", but "I provide the connection and value"; partners who participated in the early co-construction can enjoy preferential treatment, and of course, reasonable fees will be charged for coming in to get ready-made traffic.

Since there is no toll, the full opening is likely to encounter resistance from short-sighted people. At this time, the "nervous system" will play a role. Although the headquarters is “the emperor is far away from the mountains,” it is still clear at a glance about the implementation of the front line. The "nervous system" can ensure that the strategy of the headquarters is resolutely implemented, and that complete opening can be implemented.

4. Long-term mechanism: membership

The owner is the member. The community is naturally suitable for membership.

Property costs are probably one of the least expensive. In this case, you don't have to limit your imagination by it. Membership thinking is used to replace property fee thinking, and the growth space is immediately opened, which can support the long-term development of smart communities.

The ultimate goal of the development of a smart community is to realize the three types of "people and harmony" in the community. Membership is the best expression of "people and harmony", expressing long-term mutual trust and stably outputting traffic; membership thinking is manifested in the community It is used in the community and constantly self-reinforcing; membership fee is a hedge against not buying road tolls.

Squatter Bookstore, Amazon Prime, and Costco are three classic cases of membership system. You can refer to them to design a membership system for smart communities. With reference to the points alliance model of Suga, for example (the data is only an example and does not represent the real scene), Zhang San is a community member. One day he bought 100 yuan dishes in the community and got 10 member points. These 10 points are not Produced out of thin air, but fresh food merchants spend 10 yuan to buy from the platform. A few days later, Zhang San's child took two English tutoring lessons in the community and spent a total of 100 yuan. He paid 90 yuan in cash and 10 points, while earning 20 points. At this time, the platform settles 10 yuan for tutoring merchants and recovers 10 points. At the same time, after-school tutoring merchants bought 20 points from the platform for Zhang San for 20 yuan.

In this way, owners will become more dependent on the community, and an industrial community will be formed among the enterprises in the ecosystem. The platform can make money by handling fees, big data, or directly turning membership cards into credit cards. This model requires that the ecosystem has begun to take shape.

Refer to Amazon Prime and Costco's paid privilege model. Pay membership fees to enjoy privileges and special prices. The community can talk to all businesses that want to reach the owner, ask them to give the owner privileges or special prices, and provide them with the opportunity to reach the owner for free. This model is applicable to all large property companies. The larger the volume, the stronger the bargaining power. The companies that can negotiate member cooperation are also very wide. Different property companies may also form alliances on the member system.

In addition to these international classics for reference, there are also social e-commerce companies in full swing in the country that can also learn from them. Removing the impetuousness and integrating the spirit of consumer assistance and gamification into the membership system can make the membership system more interesting.

The implementation of membership in the community is not only about business, but also opens up the imagination of the community at a deep level. No matter what the community will become in business, let's have a lasting love with the owner in the name of membership.

Conclusion

To summarize this article in one word is "connect"; to summarize this article in one sentence is "to connect everything in a smart community".

Effective connection is the best driving factor for growing flywheels and self-upgrading flywheels, and it is also the foundation of the property's "nervous system". In order for the property company to win the competition in the smart community, it must connect all resources and export it as a "community operating system" to form its own industrial integration discourse right; it is necessary to establish a robust "nervous system" to achieve efficient external communication. Perceive and internal control to ensure that the strategy of the headquarters is resolutely implemented; resources should be allocated with the input-connection ratio as the core assessment indicator; a completely open co-construction model should be used to quickly build a high-quality ecosystem and control the deformation channels of smart communities .

There will be many problems in practice, but as long as the key factor of effective connection is seized and the main contradictions are resolved, other problems will be solved.

 

 

 

Article Source: The Internet of Things World   http://www.iotworld.com.cn/html/News/201910/57263592c267fbe1.shtml