Discussion on the business operation mode of property companies to homes
The home-to-home business operation model of property companies is gradually becoming a new trend in the development of the industry. The article points out that the property company provides owners with convenient and efficient housekeeping, maintenance and other home services through the integration of internal and external resources. Its operation model includes self-operation, platform cooperation and other forms, aiming to meet the diversified and multi-level living needs of owners. Property companies need to pay attention to the needs of property owners, improve service quality, and achieve sustainable development of home delivery business by optimizing supply chain management and using technology to improve efficiency. At the same time, the support and guidance of government policies also provide a good environment for the development of the property company's home business.
In the previous article, we analyzed the position of property companies in the entire industry chain, how property companies need to do it in order to achieve home business, and what are the relative advantages.
This article will continue to analyze in depth how to build the business model, business canvas and operation model of the property company's home business.
1. Analysis of property-to-home business
1. Business model
The relative advantage of property companies is that they have more contact points with owners than general companies, and most property companies are medium-sized and small property companies, with a few to dozens of properties, even if they have the right to manage a community. According to 500 households in a community, a family has 4 people, and a community has a population of only 2,000, and 100 communities have a population of only 200,000. Therefore, if it is not a super-large property company, such as color life, gemdale, ya life, etc., which has thousands of communities across the country, the number of owners in their own jurisdiction is relatively small.
In this case, the scale advantage is not prominent, and many property companies manage the community in various parts of the city, which is not connected together, and without the scale advantage, the cost of building the supply chain by themselves will not be reduced, and it is very difficult to do it yourself.
Therefore, it is better for the vast majority of property companies to adopt supplier cooperation in the overall business model. For property companies with hundreds of communities, it is also better to invest in industry-related companies.
The property company does a good job in basic services, attracts owners to enter the small program and official account built by the company, and introduces third-party suppliers to cooperate (strict screening is required) to provide services, and services and logistics are provided by suppliers.
We take the business model one step further and form a business canvas. Further analysis of the property company's customers, customer relationships, value propositions, channel channels, key businesses, core resources, partners, revenues, and costs can be seen in detail on the business canvas.
The value chain of the property company's home-to-home business, that is, the realization of the value proposition, and the value-added part of the property company's business serving the owners.
Property companies help deal with after-sales problems by mining user needs, finding suppliers that match needs, selling these services or goods to users.
2. Operating model
We follow the model to further dismantle how the property company's business should be operated. We follow 2 dimensions
a. Customer sales - from customer acquisition, activation, retention, payment, and obtaining products/services
b. Product supply - product production/search, supply connection, delivery, service after-sales guarantee
In accordance with this idea, we have sorted out the sales path of the property company's home business customers as follows:
Carry out offline customer acquisition in the community, BD in the community, advertising space in the community, business points handled by the property office in the community, or online customer acquisition through the owner community, the official mini program official account, etc. After that, through daily promotional means, users are guided to various types of business products, attract users to place orders, and do a good job in customer maintenance, so that users can continue to place orders and manage the life cycle of users.
The product supply path of the property company is sorted out as follows:
Find suppliers through industry associations, corporate BDs, trade fairs, etc., and you can also find suppliers through online business directories, official websites, etc. After passing the qualification assessment, settle in the corresponding property company, make a transaction, and the supplier provides logistics services, service delivery, and after-sales.
We organically integrate sales and product offerings, and we can obtain the model below. The owner places an order, and the order is given to the supplier; The supplier provides service delivery, the owner obtains the product & service, and the entire operating model is complete.
Let's take a closer look at the software systems needed to support the business
a. Owner side - allow owners to enter the system, browse and purchase the services of the property company, make payments, and receive items
b. Supplier side - allow suppliers to settle in, put goods on the shelves, and fulfill orders
c. Property operation and management - provide relevant systems, maintain owners and suppliers, and provide fund settlement
We combine the whole model as follows:
In this way, it can be clearly seen how the owner's sales are carried out, how to find suppliers, what paths need to be passed, and what are the critical paths? What needs to be done to drive the whole model to work?
This article was published by Everyone is a Product Manager Author【markzou】, WeChat public account: [markzou's notes], original/authorized Published in Everyone is a product manager, without permission, it is forbidden to reprint.
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