'Shared economic wind' blowing, the next wave of where? From cars, bicycles to charge treasure, umbrellas, these shared products turn into battle, into people's daily lives. Recently, Nanshan District, Shenzhen City, Guangdong Province, Long-term apartment apartments in the city, some businesses aimed at the business of washing clothes. This shared laundry main flagship 'laundry + social + leisure', in the laundry space, but also coffee while the exchange, has attracted many people come 'Fresh taste.' A capitalist said that although the shared washing machine business model in the logically no problem, but whether to withstand the test of the real market is unclear.
'Targeting the Flowing Crowd in Long-Term Apartments'
'Laundry 10 yuan 35 minutes, drying 10 yuan for 30 minutes, the capacity is 10 kg, drying for every additional 1 yuan, an increase of 3 minutes to support WeChat and Alipay.' According to Shenzhen 'easy to wash it' washing Services Limited Chairman Ni Yijie's argument that shared washing machines landing in Shenzhen is not a sudden rise.
In 2014, Ni Yijun began field research. From the factory area, Wang Pu Street, to the high-end communities have tried, and ultimately choose Shenzhen apartment apartment community as the first stop.
Most living in these long-term hotel-style apartments, mostly migrants, most of them do not buy a washing machine, one is inconvenient to move later, and second, take up their own space, third, young white-collar workers are more willing to laundry drying Save time and do other things. "Ni said: 'At the same time, young people are more receptive to new consumption patterns.'
At present, 'easy to wash it' has cooperated with Joy City, Vanke Buzz, 18Plus, Kaisa, Lychee Apartments and China Merchants Real Estate etc. 250 shared washing machines have been put into several stores. Now the key is to cooperate with more brand apartments and set a good reputation in the market. "For his strategy of" staking their feet in a circle ", Ni is not shy about it.
Luo Fengming, founder of the long-term apartment rental platform 'co-housing' analysis, said that for the apartment side, the sharing of laundry settled can reduce the release of household washing machines, saving costs in this area.Meanwhile, many hotel-style apartments vary, some There are no balconies or the rooms are small and not easy to configure. "Shared laundry can be used for offline social cards, which also helps to improve the quality of service in the apartment community. '
From self-help to sharing, the essence is the same?
In fact, as long ago as the concept of 'shared laundry', 'self-service laundry' has existed in our country for more than a decade, and some university dormitories and factory dormitories began to show coin-operated washing machines around 2011. Starting from 2015, Haier, The layout of the United States and other large home appliance intelligent self-service laundry to A pp for the visual user interface to WeChat, PayPal as a paid port. However, 'self-help mode' has been fire, until May this year, the Shanghai district appeared in the streets a group Own laundry, drying function of the self-service washing machines, through the speculation of hot 'shared' concept, it caused the public hot.
In the shared laundry room of Shenzhen Joy City, open the mobile phone A pp or scan the two-dimensional code with the mobile phone, the interface will automatically turn into the function page. In addition to upgrading the coin-operated mode to mobile payment in the past, the user may also inquire about the washing machine in the interface Status, waiting time, etc. According to insiders, the traditional self-service mode washing machines, more concentrated in the field of coin laundry, the use of the machine is a few hundred dollars a home machine, as long as the add-in coin box or swipe , You can crown the 'commercial machine' name, enter the market while the shared mode of washing equipment is both drying and washing machine functions, more power and built-in communication module.
However, insiders said that the so-called 'sharing model' is actually the development and continuation of the 'self-help model.' In this regard, Ni Yi-hsung said the shared mode washing machine is fully intelligent operation, and its emphasis is on Internet of Things To build a big data platform, the future will depend on big data platforms being realized instead of a single laundry service. "Operations teams can collect user information via Internet tools such as A pp, public numbers, websites, applets, and possible follow-on operations , Make the project get the extension of growth '.
Health status into the promotion of one of the difficulties
However, the industry said that the user's spending habits is the promotion of shared laundry difficult.In addition to the shared mode of acceptance, the health concerns are also one of them.
Miss Lee, who lives in Joy City, has used the shared washing machine for the third time, she said, and shared laundry does solve everyday needs. However, out of concerns about hygiene, curtains, quilts, coats and other hand washable and difficult to dry She said she would give priority to shared laundry and small personal handy clothes, she said: 'Although the shared laundry machine has its own ozone and high temperature sterilization capabilities, it is not clear what other people were doing before.' A saying get a lot of tenants agree.
Question: Shared washing machine target customers are niche
Zeng Xiaochun, who started a laundry business, believes that the target customers for shared washing machines are still niche nowadays, and it will take some time for them to be accepted by the public. "From my point of view, washing clothes is a very private affair, sharing washing machines and socializing private scenes At the beginning, young people may be fashionable to use, after the long run or willing to wash clothes in their own settlements solved this issue.
With the rise of rental housing, shared washing machine can take the opportunity to open up the market has become a topic of concern.Zeng Xiaochun that low-end rental housing tenants are very sensitive to the price, compared to 5 yuan a coin-operated washing machines, 10-20 Once shared washing machine too expensive; tenants in high-end rental housing more or have a personal washing machine, washing machine is not shared for the pain point.
'If nothing else, the recovery cycle is too long'
At present, sharing the washing machine 's pain is not hurt' is a common view of the venture capital sector.
Liu Ying, co-founder of Entrepreneurial Magic School, said that although the business model of shared washing machines is logically free of problems, once the user's spending habits have developed, there will be considerable benefits over the life of the washing machine, but for shared washing machines Business model, or need to accept more market test.
'Shared washing machines currently staking their names, virtually aggravating its heavy asset attributes.At the same time, a shared washing machine service providers for developers or property, the replacement cost is very low if the service providers can not be faster to users Of the influence, easily replaced by other service providers.In addition, the shared washing machine must be able to develop in addition to the laundry other than the realization of the value, or in the absence of a guarantee deposit, the annual recovery cycle is too long. .
According to insiders, to a group of US imports with ozone disinfection and drying function of the washing machine, for example, the cost of 40,000 yuan or more, to the current frequency of laundry service usage and fees, back to the time of up to 3 years. Laundry model from 'heavy assets to light platform' means that the degree of dependence on capital is not low.
Liu Wenxuan, senior investment manager of Guoxin Fund, said that sharing washing machines inevitably consumes time and money. "Washing machines are now mass consumer products, and have little effect on the cost of living of a person. Self-provided washing machines are already normal and are not queued for sharing Washing machine.
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Shared economy, the wind is small?
In fact, the admission 'shared economic model' far more than the washing machine standing in the shared economic tone, in addition to well-known shared bicycles, there are major shopping malls catering shared everywhere treasure. In addition, there are umbrellas, basketball and even Inflatable doll and so on.
On the one hand, Wukong cycling, cool cycling, small blue car have delisted, the deposit is hard to refuse. On the other hand, was sharing electric Bao Po pioneer army music announced to stop sharing business and recover all the charging equipment. Shuffle, adjust, Out, all the information has stirred the sensitive nerve of the industry. Sharing tuyere, which one is better?
Chen Peng, senior investment manager at Hapeng Capital, believes that the focus of the shared economy is on the business model of the project. "Shared cycling and shared charging are heavily sought after from launch to expansion, arguing that markets are forced to open with money and become capital Driven project, but the most fundamental is that their business model is not much problem, account can be figured out, I think now they are better business model in the shared economy. 'Chen Qingsen said that for the more shared washing machine weight Assets of goods, the future In addition to emphasizing the operation of products, a good way is to create a new growth point for the washing machine industry by creating imagination to attract industrial investment.
For the multi-level development needs of laundry users that this view has also been the British capital Chen Wen-hsiung's recognition. 'Washing clothes with a shared washing machine, the process clean, high efficiency is just the basis, if we can then develop a new laundry scene, And as a result of the entrance to lead other consumption, that imagination is great. "Chen Wen-hsung believes that in addition to sharing the washing machine is now selling large social scenes, the relatively private laundry scene to create a very promising, such as single men and women apartment Dating and so on.