Sino-Singapore Jingwei Client, December 15th (Chang Tao) The community group buying on the Internet has recently become the tune of public opinion.
Not only that, but it also triggered a lot of reactions at the industry and capital levels.
For a while, there was endless discussion about whether community group buying would eventually be "a chicken feather".
At present, community group buying is still in the early stage. Under the temptation of subsidies, whether its "pre-sale + next-day delivery + self-pickup" model is a real demand remains to be verified.
What needs to be vigilant is that some players use the concept of community group buying to tell a "live story" to the capital market. They don't want to fight, and it is difficult to maintain such a subsidy war. In the end, they can only be left to suppliers, vendors, and consumers. Chicken feathers".
What needs to be more vigilant is that community group buying has once again evolved into a monopoly game of one or two giants. "The people who eat people will eventually be spit out." In the end, suppliers and consumers are "trapped" in the model, and they are "stuck" by the platform. Put wool".
Looking back, community group buying, this mode of grocery shopping that was "blow and resurrected" due to the epidemic, is actually due to the entry of Internet giants that has once again become the focus.
In other words, the new needs of some users for community group buying are not derived from real life needs, but are stimulated by Internet giants.
Some people describe the scene of capital admission, heavy subsidies, and large-scale recruitment, and the Internet giants personally end up "grabbing food", which is like the eve of the arrival of every storm.
At this stage, subsidies are a powerful weapon to promote community group purchases to expand their territory. This trick is no stranger to these Internet companies that started with subsidies, and it can even be said to be familiar.
But community group buying is not just a traffic business, but puts forward higher requirements for supply chain resources and refined operation. The precipitation of these capabilities cannot be achieved overnight, which is doomed to a more cruel and strict war of attrition.
Under the pressure of financial statements and investors, how long can the players' "subsidy banner" last?
After the subsidy ceases, will the user stickiness and the enthusiasm of the group leader still exist?
It should not be overlooked that the community group buying under subsidies has begun to show a controversial side.
Recently, a number of grain and oil merchants have issued documents to boycott community group-buying platforms subsidizing low prices. The reason is that low-price sales of community group-buying platforms impact supermarket customers. Grain and oil companies have received a large number of complaints from supermarket agents and even request returns.
Another big controversy is whether community group buying has taken away the livelihoods of small vendors.
Although we should not look at problems from a moralistic and static perspective, Internet companies’ awareness of social responsibility obviously needs to be improved.
It is understood that the current major players in community group buying have started the "local push mode" in Beijing and Shanghai, and a full entry into the first-tier cities is on the agenda.
Some players also expressed that they will speed up the opening of cities across the country and provide services.
It is hoped that while chasing market share and orders, players will innovate their business models, increase technological empowerment, and ensure product quality, and not "wrinkle wool" or "leave a place for chicken feathers."
As the People’s Daily commented "Behind the "community group buying" controversy, there are more expectations for the technological innovation of Internet giants": Don’t just worry about the flow of a few bundles of cabbage and a few kilograms of fruit, the stars of technological innovation, the future The infinite possibilities are actually more exciting.
(Zhongxin Jingwei APP)
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