Chinanews client, Beijing, December 2 (Reporter Wu Tao) "1 cent a bag of salt", "9 cents a green vegetable", "1 cent an orange"...From fruits and vegetables to meat, poultry, eggs and milk, Have everything, have you bought it?
That's right, this is the community group buying that is standing in the air, claiming to be the last battle of Chinese retail.
Internet giants such as Alibaba, Tencent, Pinduoduo, Didi, and Meituan have entered the game, and the money-burning war has intensified.
Are you ready for this wave?
New users enjoy 1 cent to purchase goods.
Screenshot of a community group buying platform.
Internet giants frantically enter the game to burn money
At present, various platforms have different understandings of community group buying. Generally speaking, community group buying is an e-commerce model in which the community is the unit, the community is the transaction scenario, and the group leader recommends products to community residents and facilitates transactions.
Community group buying platforms, group leaders, and consumers are the three important components of community group buying.
The community group buying platform purchases goods according to demand, and then delivers them to the place designated by the group leader. The consumer picks it up. There are also a small number of group leaders (or their teams) who will deliver them home. In several modes, the group leader draws commissions.
The reporter noticed that since this year, several Internet giants have sent elite soldiers to join the community group buying war.
Didi established Orange Heart Optimal in May this year. In just a few months, it covers 16 provinces so far. In July, Meituan Optimal was launched, led by Chen Liang, senior vice president of Meituan and S-team member.
Pinduoduo entered the game earlier, with Kuai Tuan Tuan being the first to launch, followed by Duoduo Shopping.
Ali invested in Shihui Group, and Tencent invested in Prosperity Optimal.
In addition to those who have entered the game, there are also giants eyeing the community group buying market.
The reporter learned from JD.com that JD.com is also preparing for community group buying projects, but has not yet disclosed the candidate for the team.
According to other media reports, ByteDance and Kuaishou will also enter the game. The name of the ByteDance community group purchase is "Buy Today" or "Today's Choice".
However, Bytedance told a reporter from Chinanews.com that the company currently has no plans to enter the community for group buying, nor does it have any intention of launching "grocery shopping today" and related businesses.
Kuaishou has no public response yet.
In addition, it is reported that Alibaba has established a community group buying business unit and wants to spend money to support Hema's entry into community group buying.
Ali has no response to this. Hema told a reporter from Chinanews.com that “community group buying gives Hema an opportunity to develop a larger market and expand more business formats, and it also gives Alibaba more possibilities.”
It is understood that as early as February this year, Hema was exploring the community group buying Hema bazaar in Wuhan.
Hema said, “Wuhan is an experimental field for the Hema Bazaar. We will cultivate this field first and then replicate it on a large scale. At present, the Hema Bazaar is ready to quickly expand to other cities in the short term. Currently working."
It is not difficult to predict that with the addition of Internet giants, the money-burning war of community group buying will intensify.
It is reported that several Internet giants are "digging and optimizing talents for N times the salary".
As a pioneer of community group buying, Xingsheng Optimal Group began to explore its business model in 2014 and was officially registered in 2018.
The data provided by it shows that the current average daily order is 10 million orders, and it is expected that in 2020, the platform GMV is expected to reach 40 billion yuan.
Xingsheng Optoelectronics told a reporter from Chinanews.com that “someones have indeed been poached, but the core management personnel in various provinces and regions are also extremely stable. Some media reports exaggerated statements are all false, exaggerating the atmosphere and attracting attention.”
The rain is coming and the wind is all over the building.
"Housing people everywhere, burning money everywhere, and opening stores everywhere are the three typical characteristics of community group buying at present." Some analysts said.
Requirements for the head of recruitment of a community group buying platform.
Screenshot
The elders win the world
As mentioned above, the group leader is an important part of the community group buying, so there is a saying that "the group leader gets the world."
Many platforms show that there is almost no threshold for long-term recruitment of heads.
For example, the Meituan Optimum Recruitment Leadership page shows that as the leader, you only need to receive the goods offline and arrange delivery. That is, the platform will deliver to your door for free every day, the leader should keep it properly, and then notify the consumer to pick up the goods.
"This is simply a business waiting to collect money." Some netizens commented like this.
But if you want to make more money, then the group leader must establish a community (usually a WeChat group), maintain community relations, share products in the group, organize customer group purchases, etc.
Therefore, the core advantage of the group leader is to have "personal connections", at least to be familiar with the community.
The commissary shops and smoking hotels have thus become sweet pastries.
There are passages on the Internet showing: Wang Xing, Huang Zheng, Cheng Wei and other big men blocked the entrance of the commissary department, and one after another attracted the head of the commissary department to be the leader. When the leader saw that the leader was so popular, he waited for the price.
But the next day, the person selling tobacco and alcohol next to him became the leader.
Although it is a joke, it is not difficult to see that the group leader is an integral part of the community group purchase, and the threshold is relatively low. As long as there is a storefront room, even a pharmacy, a restaurant or even a room and a living room of your home can be a group leader.
A picture circulated on the Internet showed that a group leader’s living room was filled with packaging bags containing vegetables.
In an interview with reporters, Ms. Shen, the leader of a community group buying group in a certain place in Hebei, said that her daily schedule is like this: Every afternoon, she starts to choose products and sends links to products that look good to the WeChat group she has established. In the evening, the orders up to 23 o'clock on the day are collected. Early the next morning, the platform warehouse will deliver the ordered goods to the gate of the community, and successively arrange for consumers to pick up the goods or deliver them to their homes.
The group leader frequently sends product links on WeChat groups to facilitate transactions.
Screenshot
"To maintain popularity, I hired a person to help deliver goods to consumers who are inconvenient to mention themselves." Ms. Shen said, "In order to ensure the quality of the dishes, sometimes I personally go to the warehouse in the morning to supervise their distribution. "
How long can consumers simmer
wool?
A reporter from Chinanews.com observed on multiple community group buying platforms and found that there are really a lot of cheap things, and there are basically spike activities every day or even every hour.
"1 cent a bag of salt", "9 cents a green vegetable", "1 cent an orange", "15 yuan and 2.7 catties of chicken", it is so fragrant!
A consumer told a reporter from Chinanews.com, “I’ve tried it a few times. The quality of the dishes is okay. If they can be delivered home, it will be even better.” “The charm of community group buying is that it’s cheap and there are many types, and even if you buy For 2 yuan tofu, it will also be delivered to your home for free or picked up at the gate of the community."
Are things really cheap, or are only a small part of them cheap as a gimmick to attract consumers?
The reporter observes that most of the 1 cent items are exclusively for new users, and most other products are not expensive compared to those sold in supermarkets.
For example, most of the products on the Orange Heart Optimal Platform are 50% off the market price, and some popular items are less than 20% off the market price.
Buy 2.7 kilograms of native chicken for 15.88 yuan.
Screenshot of a community group buying platform
In addition to consumers, being a leader can also stalk wool.
If you have a shop, after you apply to be the team leader, you will be responsible for keeping the goods, and you can make money by the way.
According to some media, the leader of a certain platform has 20 orders a day and a commission of more than 10,000 yuan per month.
At present, different community group buying platforms have different commission rates for group leaders, with the highest rate reaching 25%.
Leader Shen told reporters, "Her commission rate is 8%, and there is a freight subsidy in the early stage, about 3 yuan per order, but in fact, many consumers mention themselves, and this part of the freight money is in their pockets."
As for how long this wave of wool can last, it depends on how long the Internet tycoons fight for money.
At present, the big platforms are full of confidence, after all, they are the masters of not bad money.
On November 3, Didi CEO Cheng Weigang stated at an internal meeting that “Didi has no upper limit on the investment in Orange Heart Optimization”. Subsequently, Didi dispatched troops and dispatched a large number of technical and operational business backbones to Orange Heart Optimization. Chen Ting, senior vice president of Didi, is appointed CEO of Orange Heart.
Hema Xiansheng CEO Hou Yi said, “This is a brand new e-commerce model. Currently, community group buying is only in its infancy. What everyone sees today is definitely not the final model in the future.”
Wang Xing, founder and CEO of Meituan, said recently: “Based on the entire strategic mission, Meituan Optimal is definitely what we want to do. This is a big market.”
"Selling vegetables is a bitter business, but in the long run it has great social value." Pinduoduo CEO Chen Lei said before, "Our investment in agriculture, whether it is cloud-based technological model innovation, or ground infrastructure investment and Technological transformation can provide tremendous impetus for the sustainable development of the new online economy."
In response to the entry of Internet giants, Xingsheng Optimal also held a management strategy meeting, "First, we must satisfy users so that they will not cause loss; second, we must continue to expand the scale and build our own barriers."
It is not difficult to see that the bigwigs do not mean to shrink from the community group buying.
Consumers: Now that you say so, I can rest assured, Yu!
(Finish)