Beijing residential rental market.

It's interesting to see how Ziroom evolved from its inception to address
the challenges and opportunities in the rental market.

Ziroom's focus on providing high-quality rental properties tailored to the needs of young professionals
and graduates reflects a keen understanding of market demands. The emphasis on improving living
standards and offering a better quality of life to tenants sets Ziroom apart in an industry where standards
and services can often be lacking.

Xiong Lin's transition from a technical background to management, coupled with his experiences at
companies like Lenovo and IBM, likely equipped him with the skills and insights needed to lead Ziroom
effectively. His vision for creating a leading rental brand aligns well with the market trends and demands
you've outlined.

It's also notable how Ziroom conducted extensive research, including visits to international rental brands
like Leopalace, Airbnb, and HomeAway, to understand best practices and adapt them to the Beijing
market. This demonstrates a commitment to innovation and continuous improvement.

Overall, Ziroom's journey from its inception to becoming a prominent player in the Beijing rental market
is a testament to strategic vision, adaptability, and a deep understanding of customer needs.

Ziroom's marketing strategy revolves around providing high-quality rental spaces and services tailored to
the needs of various segments of the rental market. Here's a breakdown of their strategy:

1. Target Market Segmentation: Ziroom segments the rental market into categories such as new
graduates, young professionals, young couples, etc., and tailors its products and services to meet
the specific needs of each segment.

2. Product Quality and Differentiation: Ziroom focuses on offering safe, comfortable, and tastefully
decorated rental spaces. They differentiate themselves by providing high-quality furnishings,
appliances, and services, aiming to enhance the overall living experience for tenants.

3. Property Management Model: Ziroom follows a B2C model where they own properties,
renovate them to standardize quality, and rent them out online. They also collaborate with
property suppliers and designers to ensure consistent quality and offer after-sales services.

4. Online Services and O2O Integration: Ziroom emphasizes online services for property selection,
booking, contract signing, and payments. They integrate online and offline channels to
streamline the rental process and improve efficiency.

5. Service Excellence: Ziroom offers a range of services during the lease term, including
maintenance, cleaning, and handling of tenancy affairs. They have set high service standards,
such as offering refunds for dissatisfaction and quick response times for maintenance issues.

6. Pricing Strategy: Ziroom positions itself as a premium rental service provider, charging slightly
higher rents compared to traditional shared rentals but offering superior quality and
convenience. They also charge service fees and deposits to ensure financial security for both
tenants and property owners.

7. Marketing Channels and Communication: Ziroom utilizes multiple channels for marketing and
communication, including its website, Homelink's offices, online advertising, social media, offline
 events, and direct customer interactions. They engage in both online and offline activities to
reach and engage with potential tenants effectively.

8. Service Support Staff: Ziroom has dedicated teams for various aspects of property management,
including housekeepers, furnishing directors, cleaners, service engineers, telephone customer
service staff, and home designers, ensuring efficient and comprehensive support for tenants.

9. Service Process Optimization: Ziroom has well-defined processes for cleaning, maintenance, and
complaints handling, aiming to provide timely and satisfactory solutions to tenant issues.

Overall, Ziroom's marketing strategy focuses on providing high-quality rental experiences through a
combination of superior products, services, online platforms, and efficient operations.

Based on the information provided, here are the key findings of the research paper on Ziroom:

1. Ziroom Apartment: Ziroom operates stand-alone residential apartments targeting urban youth
aged 20-35. These apartments are strategically located near public transport and amenities,
offering high-quality services and community-focused living.

2. Apartment Features: Ziroom apartments are primarily one-bedroom or studio apartments,

renovated and furnished with superior appliances and furniture. They offer a variety of services
including maintenance, cleaning, parcel handling, and community activities.

3. Customer Feedback: Customers appreciate Ziroom's standardized services, convenient online

processes, and monthly cleaning services. However, some find the rent slightly high compared to
other options.

4. Current Situation and Goals: Ziroom has experienced rapid growth, expanding its operations to
multiple cities and collaborating with enterprises. The company aims to manage tens of
thousands of properties across China and become a top brand in rental and living services.

5. Profiles of Ziroomers: Ziroom serves a diverse group of tenants from various countries and
regions, industries, and provinces in China.

6. Challenges and Reflections: Ziroom faces challenges such as high costs, maintenance expenses,
and the need for continuous investment. The company must navigate market fluctuations and
competition while maintaining high-quality services and profitability.

Overall, the research paper provides insights into Ziroom's business model, customer satisfaction,
growth strategies, challenges, and future outlook.

Runkeeper
The key findings of this research paper on RunKeeper can be summarized as follows:

1. Founding Story: Jason Jacobs, the founder of RunKeeper, was inspired to create the app after
realizing the potential of using smartphones as fitness tracking devices during his training for a
marathon.
 2. Early Success: RunKeeper initially focused on providing a GPS-based fitness tracking app for
runners. It gained early success, becoming one of the top health and fitness apps in Apple's App
Store.

3. Shift in Revenue Model: RunKeeper transitioned from a paid app model to a subscription-based
model with RunKeeper Elite subscriptions. This shift aimed to create a more predictable revenue
stream but faced challenges with user adoption and confusion.

4. Expansion and Vision: RunKeeper expanded its vision beyond running to become a central hub
for all health and fitness data with the introduction of the Health Graph API. This move aimed to
position RunKeeper as the "Facebook of Fitness," aggregating health data from various apps and
devices.

5. Venture Capital Funding: RunKeeper raised significant venture capital funding, including a $10
million Series B round, to support its vision of becoming a comprehensive health platform.

6. Challenges and Turbulent Years: Despite early success and significant investment, RunKeeper
faced challenges with execution and direction. The company struggled to balance its core
running app with the broader vision of the Health Graph platform. It also experienced issues
with internal operations, management, and user engagement.

7. Need for New Capital: By early 2015, RunKeeper was in desperate need of new capital to sustain
its operations. However, the founder faced difficult choices about whether to pursue additional
funding, sell the company, or refocus on the core running app.

Overall, the research paper highlights the journey of RunKeeper from a successful running app to a
broader health and fitness platform, the challenges it faced along the way, and the pivotal decisions that
determined its future direction.