Last year, Suning took the lead in launching the suxiaotuan community group buying business. Since this year, starting from didi in June, not only new companies have entered this track. In June, Didis community group buying brand orange heart optimization was launched and has successively settled in Chengdu, Chongqing, Mianyang, Neijiang and other cities. On November 10, orange heart announced that daily orders exceeded 7 million.
In July this year, meituan announced that it would set up the preferred business unit, which will be headed by Chen Liang, senior vice president of meituan and member of S-Team.
In August, pinduoduos community group purchase project buy more vegetables was launched, and a small program called buy more vegetables was launched.
In September, Ali announced the establishment of HEMA optimization division to enter the community group buying track. In addition, Jingdong also recently heard that it will enter the community group purchase.
Community group purchase is the first mock exam to help the market sink.
On November 30, meituans third quarter financial report conference call, Wang Xing, founder of meituan, said that meituan preferred could help us penetrate into cities and markets of lower level, especially in the fourth, fifth and sixth tier cities.
All entrants are currently in the third and fourth tier cities. Taking didi as an example, when orange heart optimization was launched in June, Didis first choice was Sichuan, and then expanded to Chongqing, Xian and other cities.
An industry source told the first finance and economics reporter that the operation mode of community group buying can go deep into the sinking market, which is also the market that Internet giants have always wanted to open.
However, entering the sinking market means that a careful penetration strategy is needed, not through a quick price war. According to the industry insiders, from the perspective of regional promotion strategy, many platforms adopt the strategy of radiating from provincial capital cities to prefecture level cities, and then to counties, towns and villages, gradually infiltrating and reaching the sinking market.
The strategy of subsidizing price war is still an important strategy of Internet giants, but if the subsidy is not carried out, the order quantity may decline rapidly.
Internet giants enter the community group buying, from the strength and technology point of view, has a certain advantage. Previously, when didi CEO Cheng Wei mentioned the attitude of community group buying business, Didi said that there was no upper limit for Didis investment in orange heart optimization and made every effort to win the first place in the market.
In this regard, Mo daiqing, a senior analyst at the e-commerce research center of Netcom, told the first finance and economics reporter that didi values the development of community group buying and hopes to further obtain new users and realize transformation through community group buying. For Didi, the advantage of cutting into this track is that it has strong financial and technical support.
But even so, there are still numerous pits in the community group buying track operated under the heavy line. The relevant person in charge of Xingsheng optimization told the first finance and economics reporter that only returning one item, community group buying is more complex than ordinary online shopping. From the perspective of logistics model, Xingsheng chooses the mode of central warehouse grid station store. If the goods need to be returned due to loss, the return process will be more complicated. The person in charge explained, if its online shopping returns, you just need to send a courier to the merchant. However, for the return of community group purchase, the user needs to return the goods to the store, and then the distribution personnel of the grid station will return the goods to the grid station during distribution, and then the driver of the central warehouse will deliver the goods back from the grid station. After several times, there will be all kinds of problems, such as loss of goods and more serious damage.
In addition, the construction of the supply chain, street sweepers, logistics distribution and other links need to pay attention to. For example, first-class suppliers (i.e. source suppliers, which can connect with the supply base) are the most ideal cooperative suppliers. Such suppliers have the control ability, pricing power and de inventory ability of the source. However, such suppliers need to run in for a long time. They will not only consider the order quantity of the platform, but also consider the performance ability and division of labor of the platform. For example, when cooperating with suppliers, Xingsheng will contract the sorting and packing work.
The chiefs distress
Team leader is the connection between the platform and users, and is also the core of community group buying. The relevant person in charge of Xingsheng optimization said that the community group buying platform basically relies on the head of the team to obtain users. On the one hand, the team leader is familiar with the nearby residents, and the other is that he can carry out publicity through stores. In addition, store word-of-mouth fission is also a way to obtain new users through user introduction.
Wechat group is the core resource of the team leader. It can not only communicate with users through wechat group, but also push some products through wechat. On the platform, a leaders wechat group has seven to eight hundred people, and at least three to four hundred people, because the head needs point-to-point service, it wont cover too much. For the user, the team leaders responsibilities include pulling new products, operating wechat groups, recommending products, processing orders and after-sales. Facing the platform end, the team leader needs to receive and sort out the goods and dock with the platform.
In terms of income, the income obtained by the head of the team through community group purchase is composed of commission and additional purchase generated by new users in the store. At present, the team leader can get about 10% of the online order amount as commission.
The giants entry into the board has really shaken the industry. The above-mentioned person in charge said that Xingsheng optimization also accelerated the pace of expanding its stores. In September, it will increase by 8000 to 10000 stores a week, and at present it will increase 15000 stores a week.
These store managers who are constantly pouring into the industry become the head of the team and the focus of the platform competition. Only a small number of leaders focus on one platform, and most of them are part-time.
The industry insiders said, in the price war between social group purchase and group purchase, subsidies may not come from the platform completely, and suppliers may also bear part of it. If the quantity is large, the supplier is not willing to lose so much money. For example, a store owner in one city, Yuelu, Changsha City, has taken into account the head of three platforms at the same time. He said, one day, I received more than 1000 orders from a new platform for activities, but 80% of the orders were not received. The after-sales work was carried out from 9:00 a.m. to 2:00 p.m., and the opinions of users in the group were very big. Not only that, but also the team leader is worried that after the giant is familiar with the playing method, whether he will bypass himself to reach the user directly, thus overhead the head. Source of this article: Guo Chenqi, editor in charge of first finance and Economics_ NBJ9931
The industry insiders said, in the price war between social group purchase and group purchase, subsidies may not come from the platform completely, and suppliers may also bear part of it. If the quantity is large, the supplier is not willing to lose so much money.