"My head, my group", do you still love TA tomorrow?

"My head, my group"

It was two months old in the silent house

Shanghai citizen's heart

I want "Baiyueguang" every day and night

According to the "Shanghai Regiment Chief White Paper", in this round of epidemic prevention and control, there are about 130,000 supply group heads and more than 650,000 improved group heads in Shanghai, which will bring timely rain -like supplements to residents and expand at the same time. Another new shopping channel.

When Shang Chao returns as usual, the logistics reaches the renewal

You choose to withdraw from the community group purchase group

Or is it reluctant?

How long can community group purchase still get angry

"Leader" dare to ask where is the way?

01

Where is the future of community group purchase?

Today in Shanghai, "Fireworks Qi" has returned: open the takeaway platform, come to a rich lunch or exquisite afternoon tea; go to the Hema, Ding Dong and other platforms to buy vegetables, and you can send it to the door in a while; brush brush; Familiar online shopping platforms or watching live broadcast, wait for the express delivery after ordering ... In the field of online retail, consumer experience has basically returned to the state before the epidemic.

However, there is a huge change in a field, that is, community group purchase. Those who used to go through the most difficult period during the epidemic during the "my group leader and my group", but now they have uneven attitudes towards group buying. Some will buy in the group from time to time. "I think something is very good, the head of the group is enthusiastic, and the things they pick are cheap and good."

Is there a future in community group purchase? If so, where is the future? How to go?

Along the way, "floating and heavy"

Many Shanghai citizens have only been in contact with community group purchase in April and May this year, and some people mistakenly think that this is the "initiative" of this epidemic, but in fact, community group purchases have already existed. Waiting for the sinking market to develop, and "floating" along the way.

Community group purchases appeared before 2020, but the opportunity to usher in explosive growth was the beginning of the outbreak of 2020. Internet giants have also entered the game. Meituan has "Meituan preferred", Ali has "Taotai vegetables", JD.com has "Jingxi Fun", Pinduoduo has "more food", Didi has "orange heart preferred" ... … For a while, the killing between the platforms is being fascinated, and the smoke is filled. It seems that anyone who does not do community group purchase will be abandoned by the market.

According to data, the number of community group purchase markets in 2020 reached 89 billion yuan, an increase of 78%year -on -year. I thought that the "new air outlet" in 2021 would bring great market opportunities, but this is not the case. This wave of fighting on the Internet platform still takes "burning money, subsidies, and circles" as a competitive method, but no one has won obviously, "kill the enemy a thousand, and damage 800". According to the financial report, the platforms of each platform in 2021 The new business formats such as group buying exceeded 10 billion yuan, and some research data stated that the community group purchase burned 100 billion yuan in 2021.

More importantly, the expansion method of low -cost subsidies in the giants not only harms the interests of themselves and competitors, but also damage the interests of Chinese and roll vendors and commercial entities. After the market supervision follows up in time, in the second half of 2021, community group purchase There is almost no large -scale financing, and the industry has entered the "cold winter", and the news of the closure, contraction, and layoffs of the community group purchase platform continued to spread.

Waiting for "the car is here" late at night

The essence of community group purchases is a new retail model of "pre-sale+self-mention+the next day". It is an online channel innovation of online commodity. It optimizes the overall circulation efficiency of the supply chain and reduces the channels of 10%-20%. Costs provide consumers with good quality and cheap products.

Prior to April and May of 2022, the community group purchase was mainly promoted by the supply side, that is, the major platforms; The distribution capacity of materials is limited, and due to the control of the urban area and the lack of distribution power due to the control of control. At this time, the "head of the group" stood up. Many of them were "volunteer group heads". Just seeing the lack of living materials as their neighbors, through statistical needs, contacted supply, tracking logistics, organizational distribution and other volunteers, solved special needs in a special period.

Of course, community group purchases in a special period cannot achieve the "pre -sale+self -increase+the next day" during the non -epidemic period. Numerous "heads" have experienced the good news of "the car arrives" in the middle of the night or even in the early morning. However, the reason why community group purchases are "used more" during the epidemic during the epidemic than the usual online shopping and instant retail. cost.

During the most "heyday" period, how many "heads" in Shanghai may have a accurate statistics. According to SHANGHAIWOW's "Shanghai Leadership White Paper", there are about 130,000 supply group heads (fruits, fruits, eggs, rice noodles, grain and oil), and more than 650,000 improved regiment heads. "And" group connection dragon "two small programs.

The "fast group" and "group connection dragons" are just tools and have nothing to do with the platforms. Therefore, the supply and distribution resources mobilized by the "heads of the group" are also diverse, and they are not limited to traditional large platforms and large merchants.

"Career Leader" has still adhered to since mid -to -late May. As the epidemic is stable and the supplies of the supplies are further improved, community group purchases have begun to take the "downhill road", especially after June 1st. At the stage, ordinary people can go out of the community to shop in physical stores. During the non -epidemic period, those online shopping, takeaway, and instant delivery services have gradually recovered. Community group purchases suddenly come down. Especially for a few "volunteers", they have their own jobs, and at this time they "retreat".

However, if you did not take the initiative to withdraw from various community group purchase groups, after June, you will still find that shopping links will still appear from time to time in the group purchase group, that is, community group purchase has not completely disappeared. On the one hand, those "professional group leaders" are still there, and they want to continue "doing business"; on the other hand, some residents discovered during the epidemic that community group purchase was also very convenient. The good things I didn't know before, participated in the group purchase, was retained as a habit after the epidemic. "We start the screen window now" "The head of our community is the head of conscience. I am willing to place an order and worry about it, "...

Daniel Cunman proposed in "Thinking, Fast and Slow" that people are inert. In most cases, consumers mainly make decisions through the rapid thinking of "System 1" in daily life. In terms of online shopping, if this consumer finds various ways and finds that his community group purchase group can provide the goods and services he needs, the community group purchase will still be set to "System 1", so as to keep constantly Retirement.

Consumers have four major needs for purchasing channels, namely "more, fast, good, provincial", community group purchase must become the "system 1" for some consumers, which largely tests the "head" selection ability and price Advantages and even character should pay more attention to "good quality and cheap" during the non -epidemic period. Recently, the old -fashioned Shanghai Luyang Village clearly stated that the purchasing behavior of the group purchase was refused. At 6.5 yuan, the group purchase price increased by 44%-57%compared with the store sales price. Community group purchase like this is difficult to sustain. Not only does the supplier do not cooperate, the supervision will also come. More importantly, consumers will not participate in the group once.

Large platform changes "play"

Community group purchase is not a model that appears overnight, and naturally it will not disappear overnight. It should be pointed out that the "professional group leader" who is alone is still insisting, and the big platform will naturally not be absent. However, how to go in the future and what changes to be made, you need to explore.

Industry insiders pointed out that operation issues such as the supply chain and after -sales service system are the core topics that the group purchase platforms are overcome. For example, Meituan preferred the slogan of "fresh and good goods, no worry -free after -sales", trying to push the iron army through its strong offline ground, and to attract consumers to choose from the service and quality level. A lot of preferably emphasize "fresh hair in the place of origin", and rely on the rich agricultural e -commerce business experience accumulated by the main station, highlight the advantages of fresh supply chain and cost control. Favorite.

After Shanghai announced its comprehensive restoration of normal life order, Hou Yi, President of Hema, also said that he would retain the community group purchase model business. He specifically mentioned the "mobile supermarket": the collective procurement of the community -based unit is equivalent to merging all personal orders in the community into one In large orders, Hema will allow the community neighborhood committee and regiment to screen the products after receiving the demand and screen out dozens of products with large demand. Hou Yi said that Hema will add two services specifically for community services: community group purchase storage and storage, community Ole store. Among them, community group purchase storage services are based on Hema X membership stores. They open a group purchase of large packaging products to the community every week, focusing on cost performance. In addition, Hema will also cover more community Ole stores. Under the premise of ensuring the shelf life and quality of the commodity, the price of a number of goods is half to one -third of the Hema store.

Community group purchases also closer the distance between the e -commerce platform and the community of the community. Pinduoduo has launched the "community collection order" function -users with common needs in the same community can directly organize group groups. Whether they can participate in the same WeChat group, just wait for the receipt after the group. Those expires are unsuccessful The group will automatically cancel and complete the refund. This model is still used by residents so far.

02

The community group is very popular, and there are many complaints

Returning to normal life, residents participating in community group purchase have decreased. When the tide of community group purchase retreats, where is the community group purchase and the community group head?

Switch to the top group to "free disturbance"

"The goods are not right, and the charging is good. I learned that the news that the community is about to unsealing, I immediately exited multiple community group purchase groups." Mr. Hua Hua introduced that during the sealing of the community, he joined multiple community group purchase groups and browsed every day to browse every day. The group purchase links of each group, followed by group, payment, receipt, but there are many bad shopping experiences. "Once, I bought a handmade meat dumplings with the group, and the receipt date was repeatedly exchanged. After the delivery, we finally received the big meat dumplings, but there was no vacuum packaging, which exuded a odor. His neighbors, I am embarrassed to say, I threw the big meat into the trash and exit this group buying group directly. "

"Large commodity", "uncertain receipt time", "no after -sales service" ... Many citizens said that in a special period, community group purchases solved the product required for their daily life. After returning to normal life, there was embarrassment. "On the morning of my working day, I suddenly received the head of the group reminded: the group purchase ice cream has been delivered to the entrance of the community, please receive it as soon as possible." Ms. Wang said that considering that the time for the group purchase and receiving, she could not inform or agree in advance, and she immediately canceled all the followers. Group plan. "Vegetable groups, pork groups, cakes, cold drinks ... In April and May of this year, I have settled more than ten community shopping groups. On the way, Ms. Jiang said that from June 1, Shanghai resumed the order of life, and she began to clean up the community shopping group. "The most important criterion for screening community shopping groups is commodity quality and group leader service." Ms. Jiang said that she withdrew from a number of community shopping groups with "secondary charging" and "no after -sales service", leaving only 4 community group buying The group, all set to the "free disturbance" mode.

One of the major reasons for more consumers to choose to retire groups is that many community group purchase groups have become advertising groups for merchants or groups. They only publish product advertising information every day, but they do not reply or answer consumers' questions. Ms. Jiang said: "Why did the goods rise? How to refund the shortage of goods? When will the shortage of goods arrive? ... I have asked three questions in a community group purchase group, and I have not received a reply. The community group purchase group of advertising will be dissolved sooner or later. "

The head of the community group has its own consideration

"Dear neighbors, a bakery physical store nearby has resumed business, and there are many preferential packages, which is cheaper than previous community group purchase prices. I have canceled the group purchase order and it is recommended that the neighbors can go to the physical store to buy a more favorable package." June 1st At 11:00, Li Li, the head of a community on Dongfang Road, Pudong New District, disbanded the group purchase group after the refund fee was completed. This group of leaders initiated group purchase did not take profit, and were called "conscience heads" by residents. Coastal Jun randomly interviewed dozens of residential communities. Some "conscience heads" who did not increase the price or have low commissions retired, and no longer organized group buying. Group or convenience information sharing group.

With the retreat of the "Conscience Corps", some heads chose to continue to operate community group purchase. "I also want to try club group purchase to learn more about the development of this business model." Ms. Lu Qian, the head of Huanlong Road, said that she was a full -time wife. Volunteer service and connect with multiple farms to buy vegetables for residents. "After unblocking in the community, the sales staff of the farm actively called to ask if they were willing to continue to serve as the head of the community? And will provide more training and inspections such as learning opportunities." Lu Qian said that if you can get more training in merchants, you can get more training, and you can get more training in merchants. She can provide more high -quality and high -priced products for her neighbors, and she is willing to continue trying.

Like Lu Qian, Ms. Cai, the head of the community, also retained WeChat group. "During the sealing period, I set up a WeChat group for the child's purchase of a birthday cake. I found that there were many neighbors in the community who had the same needs and met many new friends." Ms. Cai recalled that she organized many times. Drinks, ice cream and other group purchases, considering the convenient distribution of goods and reducing personnel gathering, each group purchase limited to 30 groups, and the group fighting will be completed within two hours. "The community is unblocked, and I will still retain the community group purchase group. According to the needs of the neighbors, community grouping activities may be organized at any time."

Community group purchase deformation record

"Eating fun in summer, this coconut Wenchang chicken pot is praise. The only shortcoming is that the weight is less, and the family of three is not enough. People are still in Shanghai, but the stomach has reached Hainan!" Recently, in the Alezi community group purchase group Someone posted a few photos of new products and distributed their own taste experience.

This is the latest plan launched by the chain supermarket Ao Lezi for the community leader -the "Stop Friends Program". The head of the group is invited to serve as a new product tastor and shares pictures and feelings in the community group purchase group. "During the sealing of the community, do you set up a community group purchase group?" "Are you willing to participate in the new product trial and share your personal experience" ... A few days ago, many heads said that they received telephone consultations from Olay customer service staff. It is reported that this close friend plan has set up two tasks. The head of the group needs to issue a supermarket poster in the owners of their own lives, invite neighbors to scan the code to add customer service as friends, and join the new shopping group; to participate in the leader of the group first purchased by the dealer by themselves, After the new product, and after sharing the trial feeling through the group, you can receive the actual payment amount of the product.

Like Olezi, many supermarkets, restaurants, and shopping malls have aimed at community group purchases. Through a series of training and activities, the community leader was converted into "community grassmen" and "community salesman". "Earlier, many supermarkets had promoters and shopping guides, and they were not very popular with consumers. In the future, the shopping information and experience shared by the community head may be more likely to be accepted by consumers." Zhang Ruiqing, director of the Carrefour North Store, introduced, introduced, introduced, introduced, introduced, introduced, introduced, introduced, introduced by Zhang Ruiqing In order to better integrate with the community, they have made more accurate data statistics. There are 92 residential communities around the store, but if they are enlarged to 5 kilometers, they will cover 167 communities. Before this round of epidemic, Carrefour tried to reach consumers online. Carrefour's Gubei Store established about 23 WeChat communities, but a group is often mixed with 3 to 4 communities. Essence During this round of resistance, the surrounding streets and neighborhood committees also contacted the WeChat group with the Carrefour and re -subdivided these communities. During the epidemic prevention period, a very important confession role was assumed. "This is a valuable wealth. Many merchants in charge said that after the end of the disease, they will focus on developing community group purchases as a supplement to shop offline. It has become a major tentacle of local life. Not only does it work in the retail and catering industry, it may also penetrate into the fields of education and training, cultural exhibitions. It is possible to expand new market space.

03

Sneak into the Shanghai regiment's resource group and find ...

"Seeing the group buying link, the cost -effectiveness is high, so you can't help but place an order." During the community closure control management, the group buying and buying became the most important thing for many residents. The community leaders each showed their magical powers and sent various living materials to the community to help many neighbors spend the difficulties. The coastal "squatting" into multiple regiments resources group found that under the blessing of new technologies such as applets, the head of the regiment can open the group with one click and freely pricing.

You can open the group with one click

During the community closure control management, the heads will initiate community group purchase through a small program. Coastal Jun clicked and found that this small program has a head and membership mode. Entering the head of the regiment, there is a top section of the epidemic material procurement group, so that the head of the regiment can easily find the supplies they need; share the group selection of the group who want to open to Merchants will deliver.

Seeing the group product has two prices, supply prices and page prices, the supply price is what the group leader can see in the background, and neighbors can only see the page price. "The old -fashioned cooked food, the original price of a duck was 168 yuan, the community group head price was 128 yuan, and another fixed rebate was 20 yuan ..." In the group leader exchange group, the coast Jun saw that a supplier was recommending a time -honored name name name. Food, the sales price of the goods is 70%of the original price, and the group leader is about 25%per single commission, one can be shipped. This commission model has attracted many heads of heads to "raise hands to sign up." The supplier uses the residents of the community as the head of the community, and the commission system is divided, that is, each piece of goods is sold, and a fixed commission is given. At the same time, many suppliers have launched a proportional division model, and the specific proportion is based on the gross profit of the commodity.

Polynuts for peach group purchase

Community group purchase can also be prescribed

Regimental supply group

Community group purchase also has a self -employed model. The community group purchase platform is based on its own staff and deploy the community. Generally, the "front store and back warehouse" model allows the store to serve as the role of the warehouse. Concentrated distribution to various communities, reduce the cost of warehousing, and improve the community group purchase business of single stores. Coastal Jun observed that, under the maintenance of professionals, consumers have strong stickiness, high repurchase rate, and profits are generally higher than the commission model.

Expert Opinion

Expert Opinion

Group purchase still has commercial value

But the "head" should not have the right to pricing

During the epidemic, the group purchase is hot. What are the "traffic passwords"? After resumption, can "group purchase" still allow merchants and consumers to achieve "win -win"? Which products are suitable for group purchase, should the "head" have the right to pricing? ... After the epidemic, the group purchase and head of the "fighting achievements" seemed to have entered a more embarrassing situation.

In response, Coastal Jun interviewed the Shanghai Municipal Consumer Protection Commission to discuss the front road of the business model of "group purchase". The Consumer Protection Commission believes that the group purchase initiated by the brand will still have commercial value in the future, but the brand party should dominate the group purchase, and the pricing power of the "head of the group" should not be confused with the "incentive fee".

Many group leaders in the epidemic have business capabilities

As a public account that has never been involved in business, the "Shanghai Consumer Protection Commission" official micro -public account issued seven issues during the April epidemic in Shanghai. During the period, it became a "explosion" and was regarded by many residents of Shanghai as a "official group purchase guide". In the end, more than 60 well -known brands and companies provided vegetables, non -food, baby milk powder, diapers and other necessities for 742,000 Shanghai families through this series of WeChat. Yuan.

Looking back today, the success and popularity of group purchase models during the epidemic period have nothing to do with the environment at that time. "Why can the group purchase be so good at that time? First of all, the group purchase as the brand that the brand directly links the consumer's channel, which itself has very good business logic and cost advantages, which also represents the trend. Quickly build a platform. Secondly, the "people" who participated in the group purchase at that time also had senior business capabilities. Tang Jiansheng believes: "At that time, the group purchase of many big brands was directly communicated and coordinated by the company's senior management, and even the customer service was held by the middle and senior management, because everyone was at home and had time to stay at home. When it comes to demand, the brand can complete a series of things such as poster design, transfer, coordinating distribution, and arrangement of customer service personnel within 2 hours. "

At that time, many of the "heads" of various communities were "high -level workers" of enterprises and institutions. "These leaders themselves have a sense of business rules and business management capabilities, and the communication and consultation with the brand is smooth." Tang Jiansheng believed.

Group purchase initiated by the brand still has commercial value

So, after the epidemic, can the "group purchase" model still allow merchants and consumers to achieve "win -win"? In this regard, Tang Jiansheng believes that in general, group purchase can be divided into three categories: the first category is initiated by the e -commerce platform, and the platform is looking for suppliers. "In fact, this type of community group purchase has been hot since a few years ago, and its essence is the realization of the community's private domain traffic; the third category is initiated by the brand.

"These three types of commercial value are completely different. I think the real value is the third category. After the epidemic, the brand can continue to try group purchase." Tang Jiansheng said that for the brand, the cost of traffic on the line today is gradually gradually gradually gradually gradually. Highly and approaching offline marketing costs, this is actually not too economical. "For example, online celebrities bring goods, although the sales volume is large, but because the Internet celebrities have taken a lot of commissions, in essence, the brand does not make money, and consumers may not be beneficial. In this case, how the brand faces customers directly to customers It has become an important point in the iteration of the commercial channel model. "

If the original opening shop is sitting and waiting for customers, and then online shops are actively looking for customers, then group buying is to grab customers more directly. Tang Jiansheng believes that online social and location -based sales (LBS) allows group buying to "coincides with the right time". As long as the brand has the ability to carry out goods and distribution capabilities, they can carry out group purchases. "Now technological progress, there are QR codes, WeChat groups, only one poster, even if there are no shelves and shops, you can realize 'social sales -based." He said, "The advantage of group purchase is that you do not need to pass through it. Dacha, front warehouses, etc. can directly give consumer dining tables, and you can order meals on demand. "

The Consumer Protection Commission stated that through the group purchase platform built during the epidemic, they observed that many brands have realized that group purchase is a good way to link customers. For example, a brand of fresh milk, the sales reached by group purchase were 10 times the same period last year; the fresh milk of another brand was zero in the Shanghai community. During the epidemic period, it was purchased through groups. It currently covers about 7,000 or eight thousand communities in the city. Since June 1, the Consumer Protection Commission has also paid attention to these brands and found that more than 50%of them have continued to expand coverage through group purchase.

Group purchase suitable for high -repurchase fast -moving goods

However, the Consumer Protection Commission also reminded that not all goods are suitable for group purchase, and group purchase is more suitable for high -retreat. These fast -moving consumer goods have paid high costs for online marketing, and group purchases have a cost advantage. For example, the refrigerator is not a high -recovery product. It is okay to buy it once, but it cannot continue. And cold drinks, chicken and ducks, aquatic products, etc., because the repurchase rate is high, it is more suitable for group purchase.

In addition, some products with the potential of "natural Internet celebrities" were originally worried about selling, and there is no need to take a group purchase express. On the contrary, online red products rashly engage in group purchase, which may touch the "short board" that the merchant is not good at. "There is no need to make group buying like Lvyang Village Cuisine Buns. It is completely unnecessary to make group buying. The store lined up and sold light in less than half a day, and there is an excellent advertising effect." Tang Jiansheng said.

"Leader" should not have the right to priced goods

During the epidemic, some "heads" were accused of selling high prices and made profits from it. In this regard, Tang Jiansheng believes that in the group purchase led by the brand, the head of the group appropriately collects "incentive fees" for the supplier's side, but it should be explicitly stated. As for the "group friend", the head of the regiment should not have pricing power and cannot sell for sale, otherwise the market price will be chaotic. "Now many communities have the heads of public welfare and non -public welfare regiments. The responsibilities and obligations of these two types of heads are completely different. The head of the regiment has profit, not necessarily bad, because consumers' guarantees will be more." Tang Jiansheng said.

For the brand, if you want to do the business of "group purchase" for a long time, you should pay attention to highlight the dominant role of the brand in group purchase, and do not turn it into a group buying dominated by the "head of the group". The Consumer Protection Commission suggested that the brand can let their employees serve as the head of the group, or they can also maintain communication through the brand's applet. In this way, the pricing power will not be chaotic, the product will not be fake, and the problem of after -sales is easy to solve.

In addition, the Consumer Protection Commission also reminds consumers to try to participate in the group purchase initiated by the brand. Before participating, you can go to the brand's official micro and applets to take a look, and carefully identify whether the group purchase is regular.Gold Coast Studio

Author | Kim Jun, Yang Yuhong Jin Zhigang

Graphics | Sun Zhongqin, Nan Liu Yan

Tao Lei talks about the interview object provided

Editor | Xiao Wu

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