Internet giants and upstarts hunting community group buying listed companies are also chasing the wind

category:Finance
 Internet giants and upstarts hunting community group buying listed companies are also chasing the wind


Hu Xinxin, as the representative of the team leaders, has become the object of the invitation of the major platforms, and behind this is the community group buying station on the wind and the Internet giants and upstarts running horse enclosure. A number of industry insiders in an interview with the securities times believe that the influx of heavyweight players in the field of community group buying has made the industrys competitive environment more intense. In addition, the homogenization of community group buying business is obvious at present, and the team leader and supply chain are expected to become the core of competition among the major platforms in the future.

With the Internet giants competing to enter the Bureau, but also let the wind of secondary market speculation rise again. In this context, the industry believes that we should guard against the risk of pure concept speculation in the market.

Internet giants enter

This chamber is a pioneering enterprise represented by the Ten Star Group, Xingsheng optimization and food enjoyment Association, which is the competition of Internet giants and upstarts such as Ali department, meituan, pinduoduo and didi.

On December 3, tianyancha app showed that pinduoduos main company, Shanghai xunmen Information Technology Co., Ltd., added brand information such as Duoduo piecai, Duoduo chicken and Duoduo orchard. In fact, pinduoduo launched buy more vegetables at the end of August this year, and it was the first batch of pilot projects in Wuhan and Nanchang. At that time, it was regarded as a precursor of its layout of community group buying.

On July 7, meituan issued a notice on organizational adjustment, setting up the optimization division to enter the community group buying track. At the same time, the original Xiaoxiang business unit was renamed as shopping business unit to continue to develop the business of buying vegetables. Subsequently, meituan preferred to put forward the thousand city plan, which planned to cover 20 provinces of the country by the end of the year, and gradually sink to the county-level market, which can be seen as a big representation of meituans continuous increase in community group buying.

Wang Xing, CEO of meituan, once said on the financial report telephone call that fresh retail business has always been a new business area with strategic importance for meituan. Online fresh retail not only improves the business operation efficiency, but also provides consumers with a more convenient shopping experience.

Before that, another new upstart in the Bureau was Didi. In June 2020, Didis orange heart optimization was officially launched in Chengdu, Sichuan Province. And didi CEO Cheng Wei recently publicly talked about orange heart optimization for the first time, saying: didi has no upper limit on the investment in orange heart optimization, and has made every effort to win the first place in the market.

After a few months, the action of Internet upstarts can be called lightning speed. According to the latest data provided by didi orange heart to reporters of E company, as of December 4, orange heart optimization has been launched in 20 provinces (municipalities directly under the central government), including Sichuan, Shaanxi, Guangxi, Guizhou, Yunnan, Henan, Jiangxi and Zhejiang. On November 11, the national daily order volume of orange heart optimization exceeded 10 million.

Talking about why to cut into the community group buying track, the relevant person in charge of didi orange heart optimization told securities times u00b7 e company reporter that in the second half of 2019, the company had begun to explore. We found that this is a business cut that can achieve large-scale and high user penetration, and the business covers cities and towns from the provincial and municipal level.

In fact, Didi has accumulated a lot of experience in user operation and channel development, and the company has also opened up the whole business chain and integrated upstream and downstream supplier resources. Based on this, orange heart optimization has been launched rapidly, while didi group has given unlimited support, and the internal resources of the group will give full support to orange heart optimization. The person in charge disclosed.

It is also reported that as of November 27, Duoduo has covered 14 provinces and cities except Beijing, Shanghai and Shenzhen, most of which are concentrated in the sinking market. Meituans practice in the field of fresh food is divided into two paths. Meituan adopts the mode of front-end warehouse + instant delivery, focusing on Benchmarking Alibabas box horse in first tier cities. Meituan preferred focuses on the second and third tier cities, adopting the mode of pre-sale + self delivery.

Internet giants are also running in. Ali, in September, Ali announced the establishment of HEMA optimization division to enter the community group buying track. At the same time, Alis banner is hungry? In July this year, it began to recruit community promotion specialists and so on, and chose to land in Zhengzhou, Henan Province for the first battle.

In addition to directly participating in the community group buying business, Tencent and Ali have also invested in the star enterprises of the tuyere. For example, Tencent has invested in community e-commerce platform as early as 2019. On November 30, another community group purchase platform, ten Hui group, announced the completion of C3 round of financing, among which Ali was the leading investment institution.

In addition, the byte beating and fast Kwai recently were also exposed to group purchase market. However, byte skipping officials denied this. Byte skipping said that the company had no plans to enter the community group buying, nor did it intend to carry out todays shopping and related businesses. In June, however, the e-commerce sector of group buying was widely regarded as a new sector in the industry.

Zhu danpeng, an analyst of Chinas food industry, told the securities times u00b7 e company that community group buying must be one of the outlets in the new retail field in the future. During the epidemic period, Chinese consumers have enjoyed the benefits, convenience, safety and efficient services brought by the whole community group buying. For Internet enterprises, relying on their own strong industrial chain, logistics and service system advantages, will greatly increase customer stickiness. .

From the perspective of capital logic, the proportion of fresh food online in the community field is relatively low. At the same time, the fresh food market is large enough, about 3.5 trillion yuan, which brings huge imagination space to the market and capital. In addition, the purchase frequency of fresh food is relatively large. By introducing and binding traffic, the original business of each major Internet enterprise can be strengthened. Li Chengdong, a well-known e-commerce analyst, told the securities times u00b7 e company reporter about the underlying core logic of Internet enterprise layout community group buying.

According to Jiang Han, a senior researcher at Pangu think tank, its normal for big companies to make efforts to buy community groups. Whether they are traditional e-commerce giants or Internet social networking and short video giants, online traffic is on the verge of drying up. In this context, offline new retail has proved to be a good direction, and after the epidemic, people gradually recognize the importance of community, and community health The way of life is also gradually known by most people, in such a case, fali community group buying is very normal. .

Head and supply chain will be the core

According to the recent data of Tianyan professional edition, there are nearly 200 enterprises involved in community group purchase and community fresh food related business in mainland China. In addition, there have been more than 10 times of financing in the field of community group buying and fresh e-commerce in China this year, amounting to 10 billion yuan, which is enough to show that the community group buying has won the favor of venture capital and has become one of the hot investment tracks at present.

In this regard, AI media consulting analysts believe that the community group buying market continues to sink, and at the same time, with convenient access services, users can achieve a high degree of education. It is expected that Chinas community group buying market will maintain a good growth trend in the future, and the scale of Chinas community group buying market is expected to reach 100 billion level by 2022.

However, the rapid development of community group buying will also face some challenges and changes. Li Chengdong believes that at present, there is no obvious difference in the commodity supply, storage and community operation among the major platforms of community group buying, and the homogenization competition is more serious, and the competition in the future will become more intense. On the other hand, it will have a great impact on the ability of the Internet giant to enter the small business.

So, for the community group buying mode, which are the core factors of its development? Zhuang Shuai, an e-commerce analyst, believes that community group buying has four elements: team leader, sales tools, supply chain and warehousing and distribution. From the perspective of these four elements, it is obvious that the leader and the supply chain are the most important parts. The team leader is equivalent to the wing, and the supply chain capability is the basis of the industrys Internet profitability. With the supply chain capability, any subsequent business model can achieve profitability.

Internet giants and upstarts in the field of community group buying, but also let the wind of speculation in the secondary market again.

Securities Times u00b7 e company reporter noted that Oriental Fortune and flush have recently compiled community group buying index. The index has closed positive for seven consecutive trading days, up nearly 6%. In terms of stocks, in the past 10 trading days, Guolian aquatic products, Honghui fruits and vegetables, and SEMAR clothing ranked the top, with cumulative increases of 27.54%, 22.12% and 11.89%, respectively.

Not only that, but also the aquaculture stocks closely related to community group buying increased more obviously. Zhongshui fishery closed up more than 7% on December 4. The stock had been trading for five consecutive days before the end of December 4, and the cumulative increase of more than 70% in six trading days was another demon stock in the secondary market. On the evening of December 4, the Shenzhen stock exchange news showed that it would continue to focus on the monitoring of the reclaimed water fishery with abnormal growth for many consecutive days, and take timely regulatory measures.

The main business of reclaimed water fishery is carried out around ocean fishery, and the main products include tuna, squid and other marine food for trade. In the first half of 2020, the company realized operating revenue of 153 million yuan, a year-on-year decrease of 45.25%; net profit loss of 42.9904 million yuan; in the first half of 2020, the company fished 8402 tons of various kinds of fish, an increase of 16.94% over the previous year of 7185 tons.

It is worth noting that recently, many listed companies have announced their participation in the investor interaction platform or will increase efforts to promote community group buying business in the future.

On December 4, Huifa food said on the interactive platform that the companys community group buying business was advancing orderly. Golden Dragon Fish said on the interactive platform on December 1 that at present, the companys retail channels have been involved in the community group purchase business, and established the community service network of golden dragon fish. In the future, the community group purchase business will continue to develop as a supplement to terminal sales.

In addition, Xuerong biology also said on the interactive platform that thanks to the companys multi-channel sales strategy in recent years, the company has settled in e-commerce platforms such as HEMA Xiansheng, daily Youxian and dingdong shopping. Meanwhile, the group purchase online sales of WeChat friends circle, micro-blog and jtiktok, and strengthen the brand power of the snow Yung brand.

On November 30, Zhongbai group said that it has successively cooperated with third-party platforms such as multipoint, meituan flash shopping, hungry Mo, Jingdong home and taoxianda to continuously promote o2o home business. At the same time, the company has established wechat small programs such as Zhongbai neighborhood shopping, zhongbaihui group and Xiaosen selection to carry out community group buying business.

Honghui fruit and vegetable said on November 16 at the interactive product platform that the companys sales channels include community group buying platforms. At present, it has cooperation with meituan, Tongcheng life, qianxianhui, pinduoduo and orange heart. Guolian aquatic products has spoken frankly on the interactive platform before. At present, the cooperative community group buying platforms include Xingsheng optimization, Jingdong community group buying, etc. So, what is the gold content of the community group buying business of the above concept listed companies? An analyst of a consumer industry securities firm told the securities times u00b7 e company that most companies related businesses only involve the product supply of community group buying, so the expectation of future benefits is not clear. Zhou Maohua, a Macro Analyst of Everbright Bank, also said in an interview with a reporter from the securities times u00b7 e company that recently, driven by the news of domestic Internet giants layout of community group buying, the corresponding leading stocks and plate stocks are sought after by funds. At present, the future development prospect of community group buying is not clear at present, and some leading stocks are continuously losing money. Investors should also be alert to market purity Read hype. Source: Securities Times editor in charge: Yang Bin_ NF4368

Honghui fruit and vegetable said on November 16 at the interactive product platform that the companys sales channels include community group buying platforms. At present, it has cooperation with meituan, Tongcheng life, qianxianhui, pinduoduo and orange heart. Guolian aquatic products has spoken frankly on the interactive platform before. At present, the cooperative community group buying platforms include Xingsheng optimization, Jingdong community group buying, etc.

So, what is the gold content of the community group buying business of the above concept listed companies? An analyst of a consumer industry securities firm told the securities times u00b7 e company that most companies related businesses only involve the product supply of community group buying, so the expectation of future benefits is not clear.