How long will the fire of community group buying burn and beat? | big jackpot slots, zero roulette, slot gacor agen138

As a new e-commerce channel, community group buying has certain advantages in customer acquisition costs, logistics costs, labor costs, capital costs, and price costs.

Author /Gan Wendou

Few people know about Lashou.com.

Many people know Ge You, and LaShou.com, which Ge You endorsed, was once very popular - that time was 2011, but this was already 7 years ago.

In 2010, more than 4,000 group buying websites emerged across the country, which was known as the Thousand Group War in history.

As for Lashou.com, it was the popular fried chicken in this crowded group buying war 8 years ago.

The situation is changing, the horizon is falling day by day, until the new sun rises again...

The time jumps to 8 years later today. The Thousand Regiments War has long ended, and Meituan, which emerged from the Thousand Regiments War, went public in the fall of 2018.

The time jumps to August 2018, 8 years later. The summer is still very hot. It is said that more than 8 companies in the group buying industry have received financing; however, this time it is no longer a simple group buying, but a new track called community group buying is added to the community.

Linlinyi, Dailuobo, You, Me, You, Shihuituan, Shixianghui... A lot of new community group buying companies have emerged within a month, and announced that they have obtained billions of dollars in financing.

There are many giants among them; for example, Daily Youxian invested by Tencent soon announced the launch of community group buying in Shijiazhuang. Surprisingly, there are also Meituan-based Squirrel Pinpin and Alibaba-based Box Community...

Different financings have the same thing: they all seem to start from the field of fresh food.

In the summer eight years later, the group buying business seemed as hot as the highway at noon in summer. This scene seemed to have returned to the eve of the Thousand Group War.

Just this time, how long will the fire of community group buying burn and beat? What’s going on with community group buying? What does the future hold?

In order to answer these questions, this article attempts to discuss and answer from the following points:

1. What is community group buying? What is the background of its birth?

2. Why did community group buying and fresh food become the darlings of capital overnight? What is its value?

3. What are the problems with community group buying? Where are its barriers and core competitiveness?

4. Based on community group buying, where will the development trends of community group buying and e-commerce go in the next few years?

5. From the imagination and extension of community group buying, what is a better group buying model or e-commerce model?

1

What is the background of community group buying?

What is community group buying? What is the background of its birth?

Let’s discuss first: What are the factors behind the birth of community group buying? What is community group buying?

RememberWhen Pinduoduo first went public, the slogan that popped up on the website was: 300 million people are working on Pinduoduo.

This number shocked many people at the time.

Under the siege of e-commerce dominated by Taobao and JD.com, Pinduoduo managed to carve out a way out; by targeting and satisfying the vast majority of people outside the Fifth Ring Road that were ignored, and by bargaining down WeChat social dividends to the extreme, it was able to go public in three years.

This summer, when people are still discussing and forwarding hot topics on the table: whether the hot sales of Wujiang mustard on Pinduoduo and JD.com is due to consumption upgrading or downgrading, the community group buying track has become hot.

This time, under the inspiration and eyes of Pinduoduo, community group buying has made a breakthrough in the fresh food field that it is difficult to satisfy and cover, and distributes and delivers goods around the main people and residents in communities in second-, third- and fourth-tier cities.

I remember a Japanese writer said: "Objects are self-projection."

Anything you buy is actually a projection of self-awareness, psychological needs, and life values on the items.

I deeply agree.

In recent years, on social media, Internet celebrity brands such as Heytea, Mangtea, Answer Tea, Yidiandian, and Funiutang have emerged one after another.

Post-70s and post-90s, post-90s and post-00s, consumption expenditures are divided into groups, and consumption grading is becoming more and more common.

In this era, there is no shortage of goods and there is no shortage of channels to buy things.

What is missing?

In fact, among residents of second-, third- and fourth-tier communities, under the pressure of various housing loans, car loans and cash loans, what people lack is more cash flowing in their pockets; what they lack is cost-effectiveness and high quality at low prices, better and more favorable goods, and better and faster channels to buy these goods.

The broad masses of the people have never stopped pursuing cost-effective, affordable and high-quality products.

High cost performance and socialization seem to be the standard features of new e-commerce companies.

Community group buying satisfies both cost-effectiveness and social interaction.

Under this background and factors, community group buying was born.

So, what exactly is community group buying?

In Changsha, Hunan, when community group buying is booming, one day you may be easily dragged into a WeChat group by your neighbors and friends to buy fruit.

Community group buying, the actual scenario is:

Based on real offline communities, group pre-sales are carried out through WeChat groups, and the needs of people in the same community are gathered together. After paying through WeChat, they are shipped in a unified way and then picked up at the community gate.

Of course, group purchases include not only fresh fruits, but also food, daily necessities, and even household items.

Essentially speaking: community group buying is an e-commerce channel based on real LBS communities, where the C end drives the B end (that is, the consumer end drives the supply end).

There are two types of innovation: one is technological innovation and the other is model innovation.

In terms of innovation, social zone group buying is a micro-innovation in e-commerce channels and models.

Is community group buying a technological innovation?

Apparently not.

At present, the threshold for participating in community group buying is actually not high, and does not require particularly advanced technology. The main group of people are mothers and group leaders in the community, as well as community group buying companies that provide unified supply and distribution support to group leaders.

So, strictly speaking, community group buying is actually a micro-innovation model.

Compared with other e-commerce channels, the three standard tools it usually uses are: WeChat group, mini program, and WeChat payment.

Essentially, the current community group buying is an e-commerce channel that lives in the WeChat ecosystem. Maybe one day it can be independent and make its own APP.

In fact, the group leader is both a seller and a consumer in the community. It is based on a real geographically close community, so community group buying is a shopping scene based on trust and emotion, and it is warm.

If the goods are broken, it is easy to damage neighbor relations.

In fact, what is more important in community group buying than the goods may not be the goods, but the emotions and WeChat groups behind the goods.

So, how long can community group buying last? What is the value behind it?

2

What isthe value of community group buying?

Why did community group buying and fresh produce become the darlings of capital overnight? What is their value?

To see how long something can last, first ask what problem it solves? Where is the value?

Let’s discuss first: What are the differences between community group buying and traditional group buying, and what are the differences between community group buying and traditional e-commerce?

1. Traditional group buying

Let’s talk about group buying first:

The starting point of group buying was originally that merchants hoped to attract a large number of customers to quickly increase popularity and sales by offering a lower price than normal; and customers could also enjoy lower discounts than normal purchases.

The current group buying platforms and forms are generally divided into two types:

One is that the merchant directly gives the promotional price, and then the consumer purchases directly on the group purchase page to complete the consumption, represented by Meituan and Juhuasuan.

The advantage is that the threshold for consumer purchase and participation is very low, and direct purchase does not even require an appointment; merchants can easily withdraw funds through group purchases at low prices in the short term.

But the shortcomings are also obvious:

For example: Merchants originally hoped to attract customers to the store with low prices, but now customers have already arrived and directly enjoy the low price instead of the normal price.

Essentially: Merchants do not attract a large number of customers to the store because of low prices. Instead, they often give profits out of thin air to customers who have already arrived at the store, and also give high deduction points to group buying websites.

For a long time, merchants on the platform have become competitive with each other to see who has the lower price, resulting in lower and lower merchant profits and higher and higher operating costs.

Due to rising group purchases and merchant costs, consumers often enjoy increasingly lower service quality, and sometimes the price is not much lower than the original price.

Over time, consumers have less and less trust in group buying platforms and merchants.

Another form of group buying is: merchants also offer promotional group buying prices, but consumers need to join the group.

Different from the traditional group buying model that directly gives a fixed price, it is through group buying. You need to share the purchase link with friends to join the group. If the number of people in the group is successful, the goods will be shipped and the purchase will be officially completed.

This form of group buying is represented by Pinduoduo, which has just gone public.

Essentially speaking, group purchasing is a pre-sale model. It has a higher participation threshold for consumers than direct group purchasing, but it is also more interesting:

Merchants can collect consumers scattered in cities across the country through group grouping and then deliver them uniformly. Consumers can mobilize friends or form groups with strangers to quickly drive traffic to the platform and merchants. When more buyers gather, the price of goods can be reduced due to large quantities.

This model has certain innovation and social interactivity.

But the shortcomings are also obvious. In addition to the low price of group booking, the products received are generally cheaper. At the same time, customers cannot see the merchants online, which increases the cost of trust.

Moreover, putting together products first and then shipping them will virtually increase the purchase time and threshold. Consumers are scattered across the country, which does not reduce logistics costs and waiting times.

With the later development of group buying, consumers will find it less convenient to place orders directly through group buying.

What about the current group buying methods of community group buying?

Generally, the group buying company directly gives a lower price and product link on the WeChat mini program, and then the group leader throws it to the WeChat group for group purchase price directly within the specified time: pre-sale and self-pickup, no group buying required, interaction and consultation are in the WeChat group.

In terms of customer acquisition cost, community group buying directly acquires and interacts with customers through the community WeChat group established by the group leader and neighborhood relationships, which has a certain customer acquisition cost advantage over traditional group buying websites. But it is simpler to operate than the group-joining website.

As for the purchase method, there is no need to join a group. It is relatively simple and convenient to purchase directly through the group purchase page in the WeChat group.

In terms of logistics costs, through the WeChat group pre-sale method, you can first collect the needs of community users, put together a large order, and then deliver the goods to a community address. The logistics cost will be better.

It seems that compared to traditional group buying and group buying, community group buying has more advantages in customer acquisition cost and logistics in terms of ideal model.

2. Community group buying

What are the differences and advantages of community group buying compared with traditional e-commerce platforms?

First of all, in terms of customer acquisition cost:

Traditional e-commerce generally acquires customers through searching and purchasing traffic ads. However, as online traffic rankings and traffic costs have increased in recent years, a large number of merchants have begun to flee, and even new e-commerce platforms such as Pinduoduo have emerged that use WeChat sharing to quickly acquire customers and rise.

However, things are developing faster and faster now. Perhaps inspired by the rapid rise of Pinduoduo, there is a communityGroup buying opens up the financing model.

On customer acquisition:

Community group buying uses mothers scattered in various cities and communities to first establish a WeChat group, and then directly complete consultation, interaction, and discussion in the WeChat group, and finally place orders through mini program links.

It seems that the customer acquisition cost of community group buying is relatively low, mainly driven by mothers who have almost zero cost.

In terms of product prices:

Traditional e-commerce generally searches for products, then conducts price comparisons on shelves, and then decides to purchase. This can easily cause a large number of merchants to sink into obscurity at the bottom, or even compare prices with each other.

As traffic costs rise, the prices consumers ultimately pay for things are not lower than those in physical stores, or even higher.

Pinduoduo mainly sells group deals at low prices, and the price seems to be favorable, but along with this comes low product quality and low brand awareness on the platform.

As for community group buying, through centralized pre-sale and then unified delivery from the place of origin or local warehouse and then self-pickup, price and quality can indeed be balanced and cost-effective.

In terms of purchasing methods:

Traditional e-commerce mainly focuses on active search. Faced with a wide range of products, consumers have many choices, but they also lack reference and suggestions.

Pinduoduo is mainly about group buying. Many times if you want to enjoy low prices, you need to forward them to friends. The threshold is actually relatively high.

Meituan mainly provides low prices directly, while community group buying involves direct consultation and purchase in WeChat groups; relatively speaking, the interactivity and timely feedback are relatively strong, and the purchasing method is relatively simple.

In terms of logistics costs:

Traditional e-commerce mainly distributes and delivers goods through express logistics after placing an order. The cost of delivery and fulfillment per customer unit price is actually relatively high.

In this regard, Pinduoduo also uses express logistics to send goods to different addresses according to each order address after the group grouping is completed. The logistics cost is actually not low.

As for community e-commerce, due to a group pre-sale, they can put together a large order and deliver it to a community address, which invisibly reduces logistics costs. This has obvious advantages.

In terms of funding:

Because community group buying is a pre-sale method by placing an order and paying first, merchants receive the payment and then deliver the goods in a unified manner. First, there is a certain demand and then prepare certain goods. This can greatly reduce financial risks and inventory turnover risks.

Traditional e-commerce generally first has certain goods and then sells them to find uncertain customers. In fact, the capital and inventory risks are relatively high.

In terms of labor costs:

Traditional e-commerce mainly hires specialized operations and customer service personnel for pre-sales and after-sales consultation, while community group buying mainly mobilizes part-time mothers scattered in various communities, in the form of community partners, not in the form of paid employment. In comparison, the labor cost is almost 0.

To sum up, community group buying, as a new e-commerce channel, has certain advantages in customer acquisition costs, logistics costs, labor costs, capital costs, and price costs.

The most fundamental thing is: community group buying first has certain demand and then prepares certain goods; while traditional e-commerce first has certain goods and inventory, and then looks for uncertain customers, which naturally has lower costs.

So, looking back to the front, it is not difficult to understand why community group buying can gain a lot of capital in the short term.

Community group buying as a type of e-commerceThe reason why channel innovation is so popular is that it has a certain value.

However, will this form of shopping that relies on WeChat groups for distribution last long? What are the risks and problems associated with community group buying?

3

What is the core competitiveness of community group buying?

What are the problems with community group buying? Where are its barriers and core competitiveness?

There is no absolute perfection in this world. When God opens a window for you, he may also close another window for you.

Traditional e-commerce and emerging social e-commerce have many advantages, but they also have obvious shortcomings; and community group buying is no exception.

What are the disadvantages and barriers of community group buying?

1) Community group buying is just a micro-innovation in e-commerce channels and models. The value of channels, in today's rich sales channel context, is not as easy to form core competitiveness and barriers as technological innovation.

As model innovation and micro-innovation, it often means that the entry threshold for this industry is not high and the barriers are relatively low. There may be many participants and imitators, and the competition may be fierce. Community e-commerce is essentially an e-commerce channel and a sales channel.

There used to be a saying in the retail industry: channel is king.

Nowadays, e-commerce platforms are blooming everywhere, and there are too many channels; moreover, the value of channels is not as prominent today as it was before.

Essentially, Wal-Mart is a channel for selling goods, Taobao is also a channel, JD.com is a channel, Pinduoduo is a channel, WeChat mini programs are channels, and even offline commissaries and FamilyMart supermarkets are all channels for selling goods.

These channels have one common feature - that is, they hardly produce goods. They just aggregate goods from various manufacturers and brands. In essence, they can be regarded as porters of goods. They earn either admission fees, traffic distribution fees and basic product price differences.

Just like Nongfu Spring’s advertisement: I don’t produce water, I’m just a porter of water.

As a porter, if you cannot quickly generate volume today, you are actually at the non-core layer of the industry chain. Only by relying on huge traffic and sales can channels earn considerable price differences or traffic distribution fees.

The best retail brand model is actually one where the goods are produced and defined by oneself, and the online and offline channels for selling the goods are also controlled by oneself.

In this regard, the more typical ones are Zara, which sells clothes all over the world, Apple, which sells mobile phones, and Starbucks, which sells coffee.

Of course, there are also Uniqlo, Muji, Xiaomi Home, and Hema Fresh.

In addition, you will see: Now Wal-Mart and FamilyMart are not only content to be the movers of goods, but are now also selling their own branded goods and food.

So today, the value of channels is not as prominent as before.

It can even be said that with the increase of decentralized e-commerce channels represented by WeChat official accounts and mini programs, e-commerce and retail are no longer king of channels, but products + channels.

The market does not lack channels, but it lacks even more new and unique products.

As an e-commerce channel, what are the barriers to community group buying?

In the long run, the core aspects of community group buying are actually the supply chain and user experience.

When it comes to e-commerce, it is naturally inseparable from user experience. In fact, it is to solve the problem of buying and selling.issues, including quality and price, software experience, and after-sales experience.

Similarly, community e-commerce also includes several key elements: display APP, supply chain, payment, logistics, receipt, and after-sales.

Which link is the most important, the rarest and the core competitiveness?

Let’s take a look first: Community group buying groups are mainly based on local communities. Communities are naturally close to users, but at the same time they are also very limited by geographical location. The older adults in the community may trust offline stores to buy fresh fruits.

The age group of consumers for community group buying is actually mainly those born in the 70s to 90s.

These people have the habit of ordering takeout and buying fruits online, and their orders are mainly placed in the WeChat group under the guidance of the group leader.

Customers may not actually care about the use of the software at first, because customers are in the WeChat group, which is highly interactive and immediacy.

Once there is stale fruit, it may not be a big problem once or twice, but after three or four times it will become awkward between neighbors.

In addition, in terms of logistics, it is best to buy in a group on the same day and receive the goods the next day, which is more ideal.

Take a vivid example: When you are sitting at home and want to buy 2 pounds of fruit, you can take out Meituan because it is fast enough.

You can also go to JD Daojia or JD Supermarket’s fresh food channel. The speed and quality are also acceptable.

Among these, is the software experience more important, the team leader’s resources, or logistics or distribution?

But the most premise and basic point is: if after placing an order, the quality of the fruit received is often unstable, often not fresh, and the price is not cheaper than in physical stores, then it will be difficult for neighbors based on the community to continue to buy in the community group buying.

Taking into account logistics and product selection, community group buying will definitely exist in the form of physical store warehouse + community in the second half.

So, in the long run, the core links of community group buying are: supply chain and user experience, which are essentially trust and warmth.

So, considering product selection and supply chain:

2) Community group buying, how to ensure that fresh, cheap and reliable products are continuously provided to the community residents behind the group leader?

3) How to ensure the richness of community group buying products? In addition to the monotonous fresh fruits, whether there are also food, daily necessities, and even one-stop household necessities is a challenge.

4) How to ensure that if you place a group purchase order on the same day, you can receive the goods the next day?

This is also an important challenge.

To ensure continued good products, categories and logistics, we need to consider enough product selection operators, and more importantly, close enough warehouse density, and fast enough and fresh cold chain logistics distribution.

These are infrastructure and heavy investments.

Once the categories are added, it means an increase in logistics and supply chain costs. It is easier to control quality and speed in seven or eight categories, while increasing SKUs to seventy or eighty means a rapid increase in logistics and supply chain costs.

But there are too few SKUs and categories, and consumers feel that the items are too few and too monotonous.

Moreover, the construction of new warehouses with sufficient density, close enough to users, and fast enough delivery means that various costs will rise rapidly. In the end, whether there will be long-term price and convenience advantages over physical stores is an important question.

Actually, stillThe most important thing is: community group buying is based on WeChat groups for customer acquisition and purchase, and relies heavily on WeChat groups and group leaders to attract new customers.

5) As competition intensifies, there will be more and more community group buying companies and shopping WeChat groups. Will people always stay fresh and get used to the noisier shopping scene and shopping method of buying things in WeChat groups?

WeChat groups are particularly interactive, but at the same time, consumers may need to constantly stare at bouncing group messages. With the increase in community group buying platforms, a consumer in the same neighborhood may join the WeChat groups of several community companies at the same time, and stare at several WeChat groups at the same time, which can easily cause interruption and aesthetic fatigue.

Furthermore, since the leaders of community group buying are usually mothers in the community or a single individual, without the support of a physical store, when you go to a certain point in the community to pick up and receive the goods, it is easy to create a sense of instability and distrust without a physical store.

6) Do you need physical store support? Is it better to take the form of a community store + community, or to take the form of direct mother + community?

Perhaps, there is no absolute, it is feasible to use different tactics and market play at different stages.

You may not need physical store support in the early stage, but you will definitely need to add store and warehouse support in the middle and later stages.

If you use a physical store, it means that community expansion and growth will be slower, the model will be heavier, and the cost will increase significantly, but consumers will have a better sense of trust.

If you don’t need a physical store, you can directly expand the community through the model of Baoma+community.

But in the long run, there is no physical store support. Once consumers are tired of aesthetics or product control is not good, it will be difficult for trust and performance to continue to grow.

7) As a group buying channel, under the background of fierce competition, how can community group buying companies ensure that community leaders have long-term and sustained dividends, and at the same time, after dividends, continue to ensure that group buying products have sufficient gross profit and competitiveness?

The growth and recruitment of community group buying are often driven by group leaders who live in the community.

At the same time, group buying itself is not a sales channel with high gross profit and high threshold.

These two factors determine that there are certain problems and risks in the long-term growth of the community group buying model.

8) Finally, community group buying, as an e-commerce model that resides in the WeChat ecosystem, is very dependent on WeChat’s official policies in the future and WeChat’s user habits and user stickiness. This brings potential uncertainty risks to the sustainable and stable development of community group buying companies in the future.

The above 8 points are what I think about the problems and risks of community group buying.

4

Development trends in the next few years

Based on community group buying, where will the development trends of community group buying and e-commerce go in the next few years?

After careful consideration, here are the following 9 points:

1. In the future, community group buying should be group-based on WeChat

As community group buying competition becomes fierce enough, group buying companies will gradually cultivate the habit of consumers placing orders on the company's WeChat mini program. When enough consumers know about community group buying and group buying mini programs, the final purchase scenario may no longer be a WeChat group, but will be directly migrated to a certain community group buying company's mini program and platform.

As for the group leader, his main focus is no longer on maintaining the group, but may eventually evolve into the integrator or store manager of surrounding community life stores.

2. Consumption channels and consumption patterns will be diversified

Community group buying may just be a publicOne of the multiple consumption forms will even evolve into a consumption channel similar to Costa’s membership system; consumption channels and consumption forms will become more and more diverse.

In addition to visiting stores and going to offline stores to experience and purchase in-store, consumers can also sit at home and visit home scenes in the future.

You can purchase through takeout channels and traditional search-based e-commerce channels, as well as social e-commerce channels based on social networking and content sharing recommendations, as well as various group purchase channels and mini-program channels.

Consumption channels will become increasingly stratified and personalized.

3. Evolution to supply chain

Some community group buying companies may evolve into a supply chain, supplying and delivering goods to external stores and channels.

As a channel innovation, in fact, the more suitable products for community group buying should be novel, unique and non-standardized products, because only such products will have controllable gross profit and room for growth.

4. E-commerce channels are increasingly sinking

Including warehouse channels and stores becoming increasingly sinking, goods and services are getting closer to users, communities and third- and fourth-tier cities.

Community stores have the advantage of being close to users, so there is good room for growth in the community economy and community stores.

5. Store-warehouse combination model

Based on the balanced consideration of consumer experience and efficiency and cost, the best retail channel is a model that combines online and offline, and stores and warehouses.

In places that are certainly close to users, there are offline stores that can be experienced personally, and products and services can be quickly delivered to homes through nearby warehouses. Taking into account both user-side experience and supply-side efficiency costs.

6. New membership-based e-commerce platform

Domestic group buying companies and group buying platforms can actually be regarded as a new type of membership-based e-commerce platform.

Meituan group buying can currently be regarded as an offline membership-based e-commerce platform with zero membership fees. In the past, the membership form usually involved purchasing a membership card first, and then enjoying some special benefits when making purchases, mostly including price discounts.

Group buying and group buying are membership benefits that can be enjoyed at a low threshold without a membership card. It can also be regarded as a kind of membership rights. Moreover, in addition to the membership discounts brought by collective participation, group buying also has a social atmosphere and fun.

7. Prices are becoming more and more transparent

As goods circulate faster and faster, standardized product prices will become more and more transparent.

In consumer channels, the personalization of goods and brands and the convenience of obtaining services will increasingly become the core competitiveness of merchants and retail channels.

With more and more consumption channels, consumption information asymmetry is getting smaller and smaller. On the contrary, companies and channels that provide personalized products and fast and convenient services will become more and more popular among consumers.

At the same time, people are divided into groups, and the classification of consumer groups and consumption channels will become clearer.

8. The proportion of social e-commerce channels is increasing

The proportion of interactive and social e-commerce channels based on content and subscription will further increase in the future.

Social networking can make shopping warm and fun, and the essence of social e-commerce is the consensus and benefits brought about by sharing and interaction. It is bottom-up, with downstream users driving the upstream supply side, and it is a C2B model.

The traditional search-based, shelf-style e-commerce platform where people look for goods will gradually introduce membership systems and socialization.

9. There will be more and more intra-city logistics and intra-city e-commerce companies

As warehouse and store channels sink, consumers are increasingly demanding speed. Only when e-commerce is based in the same city and community can it be fast and convenient enough to reach and obtain goods and services.

5

What is a better group buying/e-commerce model?

Based on the extension of community group buying, what is a better group buying model or e-commerce model?

The trend of e-commerce must be to get closer and closer to users, fast, good and economical.

Is there an e-commerce model that can be extended and upgraded based on community group buying?

We can discuss:

The future direction of community group buying is not just fresh food, but may be the entrance to life services around the community. Some existing community group buying has already penetrated into some community services: express delivery, laundry collection, housekeeping services, education and training, etc.;

Then, based on the upgrade of community group buying, we will build such a platform based on social networking and transactions, and initially provide unified supply and logistics to group leaders.

After a certain degree of stickiness is formed in the later stage, enough group leaders and local service stores from surrounding communities can be aggregated on a platform and mini program. The group leaders and store owners will be authenticated. After the certification, the group leaders can publish products and trade independently.

Based on transactions, you can also interact on the mini program in the form of social posts and fish pond conversations, allowing enough community people to interact socially while shopping, and enough group leaders and local merchants to take the initiative to start groups;

An e-commerce platform that is based on the local city and extends to a community, community, and social network that is close enough to users?

For example: if you want to buy fruit or get a haircut service with a boundary of 3 kilometers around the community, you can directly go to this platform and see the certified group leaders within 3 kilometers nearby, or the group purchase of fruits and life services provided by the store; as long as the goods and local services are posted, people from nearby communities can join the group, and they can pick up the goods directly at the store and enjoy the group purchase price.

This is not the most important thing, the key is:

1. A community and social atmosphere

You can see the community users within 3 kilometers nearby, you can see who is buying the same products in the same city, who has joined the group buying, and you can post shopping and food posts, similar to the Xiaohongshu model.

You can even join a community fish pond, similar to Xianyu’s fish pond, and interact and chat like a WeChat group. Instead of joining the noisy WeChat group, you can directly share and interact with people in nearby communities after joining a group.

2. Enjoy discounts and offers

Quantity changes and price changes. If you participate, you can enjoy discounts and interactive fun.

The more people there are, the greater the discount. The first 5 people and the last 5 people who join will enjoy different tiered discounts. The quantity changes and the price changes. One person can also buy directly as a group, but the discount will be relatively small.

At the same time, group leaders and store owners can build nearby fish ponds. By visiting community fish ponds, they can not only recognizeGet to know more friends in the surrounding communities and enjoy the group purchase discounts brought by participating together, making local community life and e-commerce more warm.

3. Reduce merchants’ capital and inventory risks

Through the pre-sale + in-store pickup model, merchants’ capital and inventory risks are reduced.

For example: you can pre-sell fruits in the morning and pick them up at the store in the afternoon. You can also start a group to pre-sell surrounding beauty and hairdressing or catering services 2 hours in advance. After the pre-sale, you can go directly to your door for consumption.

The above is based on the new e-commerce model extended to community group buying, and the name of the model and project is called: Blue Community.

Positioning: a social social community e-commerce company 3 kilometers away.

Mission: Make communities and e-commerce real and warm in the vast city.

Model: offline community store + online community + online socialization = neighborhood community.

The key points of product achievement are:

1. Let the group leaders certified by the platform be willing to start groups on it, because it can attract fans 3 kilometers away based on the community and build an active community that is larger than the WeChat group.

2. Based on offline nearby communities in the same city, build a warm, personalized and transparent interactive shopping method.

3. Based on group participation and the quantitative changes generated, build a cost-effective and reliable entity community transaction method.

4. Get rid of the shopping methods and scenarios where community group buying WeChat groups are too noisy and inefficient.

5. Build a decentralized social community with direct communication and interaction from merchants and supply chain to customers.

It can be compared to Alibaba’s current box community. It was also based on WeChat groups at the beginning, and is now directly transferred to the box community on the app.

The biggest advantage of community stores is that they are very close to users. Being close means that it is very convenient to obtain services, whether it is self-pickup or home delivery.

Do you think community group buying will be WeChat-based in the future?

[Source: Tencent Entrepreneurship Author: Gan Wendou]