Community group buying can be said to be a track without barriers, and everyone can get a piece of the pie. For all types of merchants, enterprises and entrepreneurs, community group buying is a business opportunity that cannot be missed. Community group buying can be done as follows:
1. Platform purchasing type
The front-end sells through WeChat groups and mini programs. After that, the company conducts centralized purchasing in the market through aggregation, and purchases according to sales. In the end, the team leader informed that users can pick up the items themselves.
This is the most initial and lightest mode. It requires basically no investment, so it is also the best choice for many players who are new to the track or small-scale players. There is no need to open a store or inventory, and the self-pickup method also eliminates the last-mile logistics link and reduces terminal distribution costs. You only need to focus on online operations and maintenance.
Under this model, from the procurement side, the platform needs to focus on how to ensure consistent product quality; from the operational side, how to improve the loyalty of team leaders is the top priority.
2. Store layout type
This model is slightly heavier than the former, and the corresponding cost will also increase. But under this model, the supply chain will be supplemented and improved to achieve "store-warehouse integration." Stores are both retail nodes and warehousing points.
At the same time, stores can also attract online mini programs from offline, and online community group buying business will also bring customers and traffic to offline stores, thereby realizing bidirectional traffic flow online and offline and opening up development space. , effectively improve brand awareness.
Convenience store-based Kaola Selection and Xingsheng Selection, and community fruit spots-based Yimi Xian Life and Tian Xian Pairing adopt this model.
3. Self-built warehousing type
This is a "heavyweight" model. In this model, more emphasis is placed on building a back-end supply chain, which is costly. But the advantages are also obvious: product quality can be effectively guaranteed; user brand recognition is high.
This model is generally the late choice of giants entering the market and players who have established a foothold. Once the system is completed, it can bring great advantages and operate efficiently and stably.
Daily Fresh’s Daily Tao Together, Suning’s Su Xiaotuan, Food Enjoyment Club, etc. are all platforms of this type.
4. The community recruits group leaders (such as mom groups and community groups) for each unit. The group leaders organize online group buying needs for core categories such as fresh food. Users can use the group buying solitaire mini program in the WeChat group. Group consumption is completed within the group, and the group buying company is responsible for solving the supply chain and unified distribution.
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Notes
1. Good quality and low price
On the premise of maintaining product quality Lower prices can be said to be a required course for group buying. For community group buying, this requires good supply chain management. At the same time, differentiated marketing can be used to maintain price advantages by using off-season vegetables and imported fruits.
2. Good experience
A poor shopping experience may push users to competitors. If you want to ensure a good customer experience, you need to ensure that there are no problems in every link. , in addition to the back-end supply chain, the front-end community group buying applet must also have functions such as management backend, LBS positioning, order printing, and marketing plug-ins. The group leader is the most critical link, and the group leader’s business can be guaranteed through training. Ability and service awareness.
3. Warmth and human touch
Different from traditional group buying, the main people in community group buying are neighbors in the same community. In the "Thousands of Groups War", only keeping warm and caring Only by maintaining a human touch can we maintain competitiveness, avoid group leaders and users from defecting collectively, maintain existing users at the same time, and achieve sustainable and healthy development by actively attracting new customers from old customers.