Gain customers online and offline with the help of acquaintances

Community group purchases help e-commerce "break the game"

　　The staff took the temperature of the volunteers who had just arrived in Wuhan Zhongbai Warehouse Baibuting Garden Road Store. Xinhua News Agency reporter Chen Yehua

　　Since the beginning of this year, community e-commerce has broken through. Contactless distribution such as "spell purchase", "community group purchase" and "community group purchase" has become an important way for people to consume. Community group buying has been regarded as a "dark horse" competing with traditional supermarkets and fresh e-commerce, which can reduce the cost of customer acquisition, increase the rate of product repurchase, save distribution costs, and can also acquire customers online and offline through acquaintance relationships. Make up for the shortcomings of traditional e-commerce.

Popular in group buying group

　　"Today's group: pork spine, selected beef brisket, fresh cabbage, Hainan coconut king, fresh garnish, peeled fish and rhododendron..." In a brand WeChat group purchase group in Shangheju Community, Xihuan Road, Dongguan, Guangdong, from Vegetables, fruits, seafood, meat, egg and milk products and home department stores, etc., the kind of group is like a "large department store". In the group buying group, every morning the “head of the team” will send the new product links to the group one by one, and “shout” to promote the special price products that day, then the owners can either take orders in the group or directly in the group Orders are placed in a small program of group buying, and the order quantity can reach more than 500 copies a day.

　　It is understood that there are as many as five or six group buying groups stationed in the community. Basically, each group buying group is close to 400 people. Among them, Mr. Lu, the Jiajia group buying group promoter, said that during the epidemic prevention, the number of group buying orders in the group was more popular than before. At special times, everyone pays more attention to safety. Group buying online transactions, next-day offline fixed-point delivery, user self-promotion, and the "zero touch" approach of buyers and sellers are more favored.

　　The “house” economy provides new opportunities for the rise of community group buying and community group buying. According to statistics, the group's popular consumer products are concentrated in daily needs. There are six major popular categories: beauty and skin care, food and beverage, women's underwear, daily necessities, maternal and infant products, and digital electronics. Competing for the community is a new battlefield for each brand to increase sales and conversion. According to statistics, the purchase conversion rate of top community e-commerce can reach 20%.

　　"Community group buying is a short-term, spontaneous consumption method, which is a good supplement to the online fresh food model." Zhou Geng, associate professor at the Business School of Nanjing University, said that for consumers, community group buying will establish direct contact between merchants and consumers. Realize timely delivery and on-demand delivery, which can well meet the needs of community residents' family needs, especially daily necessities and fast-moving consumer goods, while avoiding a large number of people concentrated in supermarkets and vegetable markets, reducing the contact between people. Risk of infection. For businesses, diversified community group purchases have established shopping channels, which can reduce the inventory burden of merchants and provide residents with the greatest convenience in life.

Social empowerment of new retail

　　Recently, Xiaowei Technology's "2019 Community E-commerce Annual Ecological Report" shows that with the continuous integration of social traffic and e-commerce transactions, which promotes the rapid fermentation of "people and commerce", various social platforms have begun to engage in other than advertising Diversified monetization methods, embracing e-commerce transactions with a more positive attitude, and promoting the rapid development of social e-commerce. In 2019, the scale of Chinese social e-commerce transactions exceeded 1 trillion yuan, a year-on-year increase of 59%. It is expected that social e-commerce will account for 11.5% of the overall e-commerce in 2020.

　　Whether it is a community or a community, it is based on the gathering of a group of people. The members of the group can speak and interact autonomously. The community and the community are the connection and aggregation of the relationship of the crowd. Currently, community group buying, direct selling industry, membership-based e-commerce and other industries all focus on community marketing. Due to the popularity of mobile payment and the improvement of supply chain logistics facilities, community group buying is popular throughout the country, especially in South China, East China, and Central China. . Industry experts said that the e-commerce ecosystem has become more industrialized, the social assets of the community have exploded, consumption scenarios have fully penetrated life, all kinds of shopping festivals have been enthusiastic, and non-e-commerce platforms have joined the race track, becoming the top 5 in promoting the growth of community e-commerce The key factor.

　　Dong Xu, Brand Director of the New Ten Group believes: "Community group purchase is in line with the Chinese people's livelihood economy. It is to let people eat fresher and cheaper dishes, and bring good ingredients and quality life concepts to more urban families. Is the reason why community group buying can continue to develop in the long term."

　　So, how to make the community group purchase bigger and stronger? Experts said that community group purchases and community group purchases are a type of social new retail, and they all realize the retail format of products through social relationship chains. Behind group purchases, they all need the support of a huge supply chain system, and rich products can enhance the attractiveness of "small profits but quick sales" and "cheap and good quality" in the community. The characteristics of products are often small amount, just need the best, and can be attracted to the public as soon as they see it, so the design, value, efficacy and brand of the product will play a big role.

　　Yang Junfeng