Read quickly in 30 seconds.
1, the players in the fresh battlefield returned to the familiar and unfamiliar community group buying battlefield.
2. It seems that the community sales model is still the best way to provoke the nerves of uncles and aunts.
3. Community group buying still competes with supply chain capabilities, and the friction between the head and the brand is bound to intensify.
"Those who get fresh get the world." Five years ago, Xin Xu, an investment celebrity, talked about the value of fresh food at a "Future Science and Technology Summit". In fact, the war of fresh e-commerce has not been extinguished.
As a high-frequency life scene, major Internet companies have not given up this pie. Will the influx of capital give birth to a new format or another rout after the Hundred Regiments War?
Community Group Buying Layout, Source: China Merchants Securities
If the time goes back to the end of 20 19, the days of community group buying will be hard, and platforms such as radishes and squirrels will be thundered.
At the end of 20 19, radish was struck by lightning, and the supplier pulled up a banner of "Defending Radish". Source: Network.
In the second half of 20 18, there were 27 financing incidents in the field of community group buying, and more than 30 institutions entered the market, with a total financing amount exceeding 4 billion yuan.
Source: QuestMobile
The tide receded, leaving only a few survivors, such as Sheng Xing You Xuan, Shi Hui Group and Food Club.
The dramatic turning point occurred in early 2020, and the epidemic gave birth to a huge demand in this industry, and the penetration rate of community group buying increased rapidly.
Not only community group buying, but the whole fresh e-commerce has ushered in a recovery in 2020.
Source: Pxfuel
On the track of fresh e-commerce, community group buying may be more "popular" than the front warehouse, saving high store fees and delivery fees.
With the help of the "pre-sale+self-promotion" model, community group buying can effectively reduce inventory loss and performance costs and attract consumers in the sinking market at a lower price, so it is considered by the industry to be the most profitable business model in the fresh retail industry.
Community group buying mode, source: QuestMobile
Generally, you need to set up a self-collection point to buy.
According to the Special Research Report of China Community Group Buying Industry in the First Half of 2020 released by Ai Media Consulting, it is estimated that the market size of community group buying will reach 72 billion yuan in 2020, and it is expected to reach 1000 billion yuan in 2022.
In May this year, Club 10 completed the C round of financing, with the amount of 654.38+0.6 billion US dollars. In mid-July, Sheng Xing preferred to complete a new round of financing with a valuation as high as $4 billion.
Source: Tianyancha
The community group buying industry not only keeps financing, but also welcomes the entry of Internet giants.
Didi established "orange heart optimization", Meituan accelerated the layout of "Meituan optimization", and then Pinduoduo launched "Buy more food", Ali established the box horse optimization business department, and the rookie station also increased the group purchase service.
Lu Xiao (a pseudonym) is also the head of the four platforms of the US Mission, namely, You Xuan, Benbenlv, Duogou Shopping and Shengxing Youxuan. She already knows the arrival time of the platform. "Meituan You Xuan and Benbenben usually arrive in the morning, and Sheng Xing had better arrive around noon, and buy more food at the latest."
/kloc-A community of more than 0/50 people is the foundation of deer. The convenience store she runs is the closest to the community and office building. New users open applets, and her shop often ranks first.
After more than three years of group buying experience, Lu Xiao can quickly and accurately pick out the explosions that best meet the tastes of the community. High-quality head is a scarce resource in the early stage, and 5%~ 10% of the head contributes 80%~90% of the sales of community group buying. As an important channel to connect users, the head is the premise of community group buying operation.
Source: Network
"More than 50% of customers in the community will choose to buy back." Since June, Meituan You Xuan and Duoduo Shopping have joined in one after another, once again refreshing the platform shopping price, and even driving the continuous subsidies of other platforms.
It is not uncommon for heads of delegations to serve multiple platforms. There is no strong alliance between the head and the platform, and the benefits of the head mainly come from the platform commission.
In Wuhan, where the war of robbing people has entered a white-hot stage, Meituan preferred to increase the commission to 10% ~ 20% in order to win the market, which is higher than that of the tenth tour group, prosperity preferred 10% and food enjoyment club 5%.
1 month ago, Boss Yang of a stationery store in Taiyuan started the buy more business. Meanwhile, there are three supermarkets along the street. "The buy more team has been communicating intermittently in several nearby sites for half a month, and it is really attractive to get more than 10, which is equivalent to zero threshold to expand the business of the store."
Source: Network
Buying more food is not the only choice for boss Yang. He has just registered as the preferred head of the American delegation. "Meituan's land is later than buying more food for a few days. I was the first to register. " At present, the US delegation has not yet opened its service in Taiyuan, but Boss Yang has already felt the competition between the two.
At a fixed location within one kilometer of Fiona Fang, Fiona Fang, the US delegation buying more food will attack the city crazily, and even a competitor will emerge every few meters. As one of the first pilot cities to buy more vegetables, Wuhan has shown strong competitiveness.
Meituan preferred Kaesong poster
The market education produced by community closure for half a year has achieved initial results. According to the data of Kaidu Consulting, about 1/4 of the community group buying users were new users during the epidemic, and 72% of them said that they would continue to use community group buying after the epidemic.
"The threshold for pre-registration is very low. As long as you provide a self-lifting venue, you can become the head of the team, and the platform will not conduct too strict screening. " Cheng Orange (pseudonym), a community group buying practitioner, said: "However, this is a necessary choice for the platform to broaden the market. The team leader can also find the most suitable platform for the audience by testing multiple platforms. In the later period, especially the strong platform will not give the head of the group multiple-choice questions. "
According to relevant data, Meituan You Xuan has opened services in 12 provinces (municipalities directly under the central government) and 69 cities, and the speed of buying vegetables is even better. The service scope covers 22 provinces (municipalities directly under the Central Government) and 126 cities, and the expansion scope of the Buy More is almost twice that of You Xuan.
Large subsidies are the most effective way to grab the market quickly, and Pinduoduo is an old player in this field. Pinduoduo shouted the slogan of10 billion subsidy when doing group purchase of e-commerce, and captured the potential audience outside the Fifth Ring Road at a low price.
According to the report data of China Merchants Securities on community group buying, the consumers of community group buying platforms are mainly married middle-aged women in third-and fourth-tier cities. They are more sensitive to product prices and have more time to compare prices and choose, which seems to be in line with Pinduoduo's consistent battle line.
Source: China Merchants Securities
Pinduoduo, formerly known as Pinhao, established the advantage of the national agricultural product supply chain by testing a large number of low-priced fruits and vegetables in the early stage.
Early slogan of buy more, source: buy more.
According to Pinduoduo's previous financial report, in 20 19, the turnover of platform agricultural products reached136.4 billion yuan. According to Pinduoduo, the GMV target of agricultural and sideline products platform in 2020 is 250 billion yuan, an increase of more than 83% over the previous year.
The low-cost strategy of buying more food made Maple Leaf quickly accept this new entrant, and Sheng Xing Shouyi entered this community as early as two years ago. "Buying food can provide very low-priced fruits and vegetables, and now the most needed masks are cheaper than other platforms. 1 yuan. " Maple leaf is used to jumping between two platforms at noon the day before, and even accurate the price difference to a few cents.
"We have seized about 50% of the local market share." Buy more food. The power grid operation manager of a central province revealed: "The company's strategy is to start from several prefecture-level cities and then fall to the county level. At present, the promotion effect is still quite satisfactory. "
The first large-scale test of offline business is the dilemma faced by buying more and eating more. The positioning of Meituan has always been community service and has rich experience in offline operations.
At present, small programs that buy more food have no product search function, and the delivery time is relatively late, so they are not as good as their competitors in commodity SKU and logistics. "In Sheng Xing, the shortage rate of 30 orders is no more than 3 times, and if you buy more than 3 dishes, you will be out of stock." Maple Leaf admits that the low price is the direct reason why she chooses to buy more food.
"Community group buying is a supply chain business. If the platform wants to break through by cost performance or distribution services, it will ultimately depend on the scale effect brought by a strong supply chain. " Mo Daiqing said, "This kind of online sales and offline experience can only last for a long time if we fully serve consumers and ensure good quality."
Editor/Kicker
Typesetting/Jian Huang
Photo/Oriental IC, China Merchants Securities, QuestMobile, Tianyancha, Pxfuel, Internet
Source /IT Times WeChat official account vittimes