"Shared economic wind" blows, where will the next wave go? From cars, bicycles to charging treasures, umbrellas, these shared products take turns to enter people's daily lives. Recently, in the youth long-rental apartment city of Jiyue City, Nanshan District, Shenzhen, Guangdong Province, there are businesses aiming at the business of washing clothes. This shared-style laundry is dominated by “laundry + social + leisureâ€. In the gap between laundry and coffee, it also attracts many people to “early tasteâ€. Some capitalists said that although the business model of sharing washing machines is logically no problem, it is still unclear whether it can withstand the test of the real market.
“Aiming at the mobile crowd in long-term rental apartmentsâ€
"Laundry 10 yuan 35 minutes, drying 10 yuan 30 minutes, the capacity is 10 kilograms, each additional 1 yuan for drying, 3 minutes increase, support WeChat and Alipay payment." According to Shenzhen "easy wash" washing service Ltd. Ni Yizhen, the chairman of the board of directors, said that the sharing of washing machines in Shenzhen is not a temporary rise.
In 2014, Ni Yizhen began field research, “from the factory area, street shops, to high-end communities have triedâ€, and finally chose Shenzhen Youth Apartment Community as the first stop.
“Most of these hotel-style long-term rental apartments are mostly floating population. Most of them will not buy washing machines exclusively. First, it is not convenient to move in the future. Second, they occupy their own space. Third, young white-collar workers are more willing to dry their clothes. Time saves to do other things.†Ni Yizhen said: “At the same time, young people are more accepting of new consumption patterns.â€
At present, “Easy Washing†has cooperated with Jiyue City, Vanke Park, 18Plus, Kaisa, Lizhi Apartment and China Merchants Real Estate. 250 sets of shared washing machines have been placed in several stores. “It’s just looking at the apartment market. The key now is to cooperate with more branded apartments to win the reputation of the market.†Ni Yizhen did not shy away from his development strategy of “staking the horseâ€.
Luo Fengming, the founder of the long-rental apartment leasing platform “Hewuâ€, said that for the apartment side, the sharing of the laundry can reduce the cost of the domestic washing machine, saving the cost. At the same time, many hotel-style apartments vary in size, some do not have balconies themselves, or the rooms are small in size and difficult to configure. “Shared laundry can play social cards under the line, and it will also help improve the service quality of the apartment community.â€
From self-help to sharing, is the essence the same?
In fact, “self-service laundry†has existed in China for more than ten years before the rise of the concept of “shared laundryâ€. Around 2011, coin-operated washing machines began to appear in some university dormitories and factory dormitories. Since 2015, there have been large-scale home appliance companies such as Haier and Midea, which have intelligent self-service laundry, with A pp as the visual operation interface, and WeChat and Alipay as the payment ports. However, the “self-help model†has not been fired. Until May of this year, a self-service washing machine with its own laundry and drying functions appeared on the streets of the Shanghai business district. It was caused by the fiery “sharing†concept. Negotiation.
In the shared laundry room of Shenzhen Jiyue City, open the mobile phone A pp or use the mobile phone to scan the QR code, the interface will automatically transfer to the function page, in addition to upgrading the past coin mode to mobile payment, the user can also query the washing machine in the interface. Status, waiting time, etc. According to industry insiders, the traditional self-service washing machine is more concentrated in the coin-operated laundry field. The machines used are several hundred yuan for one household machine. As long as the external coin-operated coin box or card reader is added, it can be crowned. The name of the commercial machine entered the market. The shared mode washing machine is an all-in-one machine with both drying and washing functions, with higher power and built-in communication module.
However, industry insiders said that the so-called "shared model" is actually the development and continuation of the "self-help model." In this regard, Ni Yizhen said that the shared mode washing machine is fully intelligent operation, the focus is to use the technology of the Internet of Things to build a big data platform, the future will rely on the big data platform to realize, rather than a single laundry service. “Operation teams can collect user information through Internet tools such as A pp, public number, website, and small programs to achieve possible follow-up operations and make the project grow exponentially.â€
Health status becomes one of the difficulties in promotion
However, industry insiders said that the user's spending habits are difficult to promote the sharing of laundry. In addition to accepting the sharing model, concerns about health conditions are also one of them.
Miss Li, who lives in Jiyuecheng, has used the shared washing machine for the third time. She said that shared laundry does solve everyday needs. However, due to concerns about hygiene, curtains, quilt covers, coats and other hand-washing, difficult to dry "big things", she will prefer to share the laundry, while the close-fitting small clothes insist on hand washing. She said: "Although the shared washing machine indicates the function of ozone and high temperature sterilization, it is not clear what others have cleaned before." This statement has been recognized by many tenants.
Question: Sharing the washing machine target customers is a niche
Zeng Xiaochun, who is engaged in laundry and entrepreneurship, believes that the target customers of shared washing machines are still small in the moment, and it will take some time for them to be accepted by the public. “From my point of view, washing clothes is a very personal matter. Sharing washing machines socializes private scenes. At first, young people may be tempted to use them. In the long run, they are willing to solve the problem of washing clothes in their own residential areas. â€
With the rise of rental housing, it is a topic of concern whether sharing washing machines can exploit the market. Zeng Xiaochun believes that the tenants of low-end rental housing are very sensitive to the price. Compared with the coin-operated washing machine of RMB 5 once, the shared washing machine of 10 yuan to 20 yuan is too expensive; the tenants of the medium and high-end rental housing have more or are equipped with individuals. The washing machine is not a pain point for sharing the washing machine.
“If no other cash is realized, the recycling cycle is too longâ€
At present, the “pain point is not painful†of sharing washing machines is a common view in the venture capital industry.
Liu Ying, co-founder of Entrepreneurship Magic Academy, said that although the business model of sharing washing machines is logically no problem, once the user's consumption habits are developed, there will be considerable benefits in the life of the washing machine, but the shared washing machine. The business model still needs to be tested by more markets.
“The current staking of the shared washing machine invisibly exacerbates the attributes of its heavy assets. At the same time, a shared washing machine service provider has a low cost of replacement for developers or properties. If the service provider cannot produce the user quickly, The influence is easily replaced by other service providers. In addition, the shared washing machine must be able to develop other realized value other than laundry, otherwise the annual recycling cycle is too long without the deposit guarantee." Liu Ying said .
According to industry insiders, taking a set of washing machines with ozone disinfection and drying function imported from the United States as an example, the cost price is more than 40,000 yuan. With the current use frequency and charging situation of the laundry service, the return time is up to 3 years. The shared laundry model needs to change from “heavy assets to light platformsâ€, meaning 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 costs. “The washing machine is now a mass consumer product. It has little effect on the cost of living for one person. It is normal to have a washing machine. It is not necessary to wait in line to use the shared washing machine.â€
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Sharing the economy, is the "wind" small?
In fact, the entrance to the "shared economy model" is far more than a washing machine. Standing in the sharing economy, in addition to the well-known shared bicycles, there are also shared charging treasures that can be seen everywhere in the major shopping malls. In addition, there are umbrellas, basketball, and even inflatable dolls.
On the one hand, Wukong bicycles, cool cycling bicycles, and small blue cars have all delisted, and the deposit is difficult to retreat. On the other hand, LeTV, which was the pioneer of the shared charging treasure, announced that it would stop sharing business and take back all charging equipment. Shuffle, adjustment, and exit, all the information has provoked the sensitive nerves of the industry. Sharing the vents, what better?
Chen Qingsen, senior investment manager of Haipeng Capital, believes that the focus of the sharing economy is on the business model of the project. "Shared bicycles and shared charging treasures have been sought after by a large amount of capital from launch to expansion. It can be said that they are forced to open the market and become capital-driven projects, but the most fundamental thing is that their business model is not too big a problem. Accounts can be counted, I think they are currently a better business model in the sharing economy.†Chen Qingsen said that in the future, in addition to emphasizing product operation, a better way to share the products of the washing machine is to create an image. People who want to attract investment in the industry find new growth points for the washing machine industry.
The idea of ​​developing the needs of laundry users at multiple levels has also been recognized by Chen Wenxiong, chairman of Yingying Capital. "Washing clothes with a shared washing machine, the process is clean and efficient is only the foundation. If you can develop a new scene of laundry and use it as an entrance to drive other consumption, then the imagination space will be great." Chen Wenxiong believes that in addition to sharing washing machines now In addition to the big social scenes that are being sold, it is also promising to create relatively private laundry scenes, such as dating for men and women in single apartments.
0.8mm Pin Header
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