Traditional Culture Encyclopedia - Traditional customs - Community group buying there is a problem of low price dumping squeeze employment, specifically how should be dealt with?

Community group buying there is a problem of low price dumping squeeze employment, specifically how should be dealt with?

Community group purchasing field of big events into the state of the day, Walmart to increase the community group purchasing, Jingdong acquisition of the United States to buy groceries, Yipin fresh All in the community group purchasing, Shunfeng Zhongtong or the layout of the community group purchasing ...

In mid-December, an article called "Internet companies whether to steal the business of the vegetable vendors This unfolded to go, and then extended to the "community group purchasing whether the lack of dreams and technical content", "Why China's Internet companies do not have a big pattern" and so on questioning, for the community group purchasing crusade on the sound of the endless. With this, the People's Daily editorial, "Don't just think about a few bundles of cabbage, a few pounds of fruit flow, the stars and oceans of scientific and technological innovation, the infinite possibilities of the future, in fact, more exciting," will be the mood of public opinion to a climax. Community group purchasing from a capital wind mouth changed into a national issue, from a business problem evolved into a moral problem.

In late December, the State Market Market Supervision Administration jointly with the Ministry of Commerce held an administrative guidance meeting to regulate the order of community group purchases, with the participation of Ali, Tencent, Jingdong, Meituan, Pinduoduo, and DDT, six Internet platform companies. This meeting fully affirmed the positive significance and role of the Internet platform to drive economic development, but also seriously pointed out that the current community group purchasing exists in the low price dumping and the resulting squeeze on employment and other prominent issues, and asked the Internet platform enterprises to strictly abide by the principle of not abusing the right to independent pricing, not to enter into a monopoly agreement in violation of the law, not to abuse the behavior of the dominant position in the market, not to illegally implement the operator concentration, not to violate the The principle of fair competition, the use of big data to "kill familiarization", the collection of unreasonable fees from operators, the illegal collection of personal information, the sale of counterfeit goods and other nine must not, and effectively assume greater social responsibility . .

Previously, the clamor of the minority on behalf of the silent majority, community group purchasing is also in everyone's hot debate was blurred in the definition and boundaries. But in a discussion, there is an outline basically clear: that is, the public is opposed to, not necessarily as a new form of community group purchasing, but the uncontrolled expansion of capital, unlimited "dumping", unrestrained monopoly; the public is worried about, is the man for the chopping block, is the greed of the capital wantonly plundering, is a future of the people to be slaughtered!

Madness of the feast is nearing its end

The most important role in the whole chain of community group purchasing, once the hottest head of the group, and now the enthusiasm is fading, collectively seeking to go out.

"The head of the group" with others to do their own can not be left behind the sense of anxiety to become "head", but found to become the head of things are far more complex than imagined.

First of all, it is not profitable. A screenshot of the head of the end circulated online shows that Hezhou daily commission of 85 yuan can be ranked first in the city, a head of the sales of goods 6 only get commission 1.23 yuan, a single day income of more than one hundred dollars of the head of a phoenix feather. China Merchants Securities, a survey report shows that the head of 5 to 10% of the head contributed 80 to 90% of sales.

Secondly, the head of the duties are quite cumbersome. The basic work is the sorting of each order, packing and other such physical labor, more complex is the operation of the group buying group, dealing with after-sales, dealing with each customer and other invisible work that consumes the effort. Platform product quality instability caused by after-sales problems, logistics system instability caused by overtime problems, etc., the long years of accumulated credibility of the group face collapse.

"There is no use of value can only be abandoned". The United States, a series of subsequent actions also let the head of a series of chilling. It is understood that the U.S. Mission has begun to cut the distribution of the head of the overly dense region of the head of the number of heads, not single or single less than the head of the head of the face of elimination; Orange Heart Preferred to set up their own small stores in the community, the head of the drop that this is a "bridge over the river", the use of the head of the accumulation of word of mouth, "their own door! "

The head end of the crisis emerged, and with it, the disadvantages of community group buying overheated market competition is also revealed.

The phenomenon of over-competition in offline community group buying is very obvious. Jitterbug netizens shared that some places within a kilometer were developed more than 50 pickup points, barber stores, stationery stores, restaurants, dry cleaners, as long as a store, they were developed as a group leader. In the community group buying in the western hot spot of the ancient city of Xi'an, the grocery business has been burning into the college, in the ivory tower can also feel the increasingly crazy atmosphere. Xi'an Jiaotong University's friends expressed doubts, "the beginning of only one, and then there came three or four, and from other places to take food over to sell, the competition is very fierce, how a vegetable industry is also so roll?"

Community group purchases of fruits and vegetables purchased fresh quality varies. A small community store owner said that the community group purchases of vegetables cheap on the one hand lies in the Internet giants do use group purchases plus pre-sale model advantage from the agricultural market to get a relatively low-priced sources,on the other hand, those vegetables fresh is also most vendors will not choose to The low end of the product, the so-called penny a penny, the reason for the low price also have dealers to deal with inventory considerations.

Since the second half of the year, as the community group buying spread from key cities to the country, the entire fresh food trading market has been stirred up. Overheated community group purchasing really need a pot of cold water to cool down, the need for regulations to standardize the market order.

Subsidized for the flow of play is the first stage of the game, with the popularity of the community group-buying model in the country, if still heavy traffic to obtain light supply chain operations, ignoring the quality control and logistics specifications, light will be self-destructive, the heavy will be the entire community group-buying industry disaster.

The second phase focusing on warehousing and logistics kicked off.

Community group buying has given birth to a new species of logistics

In the first stage of coaxing the flow, the one that came should come, and the one that did not come should not come again. Community group buying thousands of group war to the second stage, is the need for careful layout, heavy investment, stable warehousing logistics and supply chain construction links.

In this stage, still full of opportunities. For optimistic about the community group purchase trillion market, want to cut from the logistics and supply chain link of the enterprise, do paving the way, always will not be wrong.

Because of the community group purchase of logistics response speed and fulfillment speed and other aspects of the high requirements, at present, the United States, Xing Sheng preferred, drop and other enterprises also want to use the express end system to quickly spread the network of community group purchase. Express enterprises can collaborate with the Internet company to create a community group purchase of the entire fulfillment chain.

With its role as a transit point, Zhongtong, Shunfeng, Caijiao and some other express delivery companies are trying to use their end outlets, stations, venues, capacity and other resources in the vast down market as a breakthrough point to enter the community group buying, but in different ways. Some choose to access the community group-buying platform to become a pick-up point, while others cooperate with the head of the group to reach consumers by leasing venues and other means.

The complexity lies in the fact that although the logistics network of community group buying is also a dense sinking network, it is fundamentally different from the existing distribution network of express delivery, takeout, home appliance delivery, etc., and cannot be borrowed directly. The rise of community group buying will build a new logistics network, and the new logistics network will give birth to a large logistics company.

Delivering courier, takeout or food delivery seems to be in the delivery, community group buying network and courier network, home appliance distribution network what is the difference? The main difference is the scope of service and the density of orders.

The difference in the frequency of demand for consumer goods will be divided into wide-area e-commerce and near-field e-commerce, the courier to build a very long layer of distribution network system, while the community group purchasing is a warehouse of agricultural products, the other end is directly connected to the consumer, and it is the "center warehouse - grid warehouse - self-pickup point". Grid warehouse - self-pickup point" of the three-tier network is essentially a regional distribution network.

A typical express delivery network can extend its reach to more than 30,000 township distribution stations across the country. It is a pervasive network across the country, with an average distance of more than 1,000 kilometers. From the site distribution breadth and density, it is very similar to the network of community group purchasing, but compared with the network built by the community group purchasing, in the frequency of use, it is a little inferior, after all, people's demand for express delivery does not exist every day, but for the demand for groceries every day.

The home appliance field distribution field of the regional type network, usually sent from the factory to the dealer stores, and then distributed by the dealer to a county and township range. But the home appliance category is not a daily consumer goods category, it is not as high-frequency as the demand for groceries, although it is spread wide, so this is a sparse network.

The difference with the takeout delivery network is that the takeout rider gets the meal from the store and then delivers it directly to the consumer, with no need for a warehouse to store it, and no transit but direct delivery. But the network structure of the community group buying is "center warehouse - grid warehouse - self-pickup point", the need for warehouse processing, packaging and other processing and then delivery.

Community group buying focuses on high-frequency consumption, and the high density of orders falling within the region builds a dense and high-frequency delivery network.

In the third and fourth tier cities, such a more dense delivery network has not yet appeared. After the battle of community group buying, whether or not it will end up being a chicken feather, will leave a deep warehouse distribution national network, which is also the most valuable asset.

Whoever can seize the opportunity of the logistics network corresponding to the community group-buying, and develop into a deep distribution network operator covering the whole community, may become an emerging unicorn with a scale far exceeding the scale of the current courier companies.

This company may be born in the traditional e-commerce company, or from the United States, Pinduoduo and other Internet companies out, may be born in the Shunfeng Shuangjie such a company specializing in the supply chain, but also from the traditional food and beverage, apparel, home appliances and other consumer goods distribution company incubated.

Conclusion

Open a new city, from the first order placed to start distribution, it means that the sunk costs in the early stage has been a lot. The front end to talk about the supplier, the middle of the paved logistics network, running seems to be just an APP on the operation so simple, but behind the invisible things are paved with money.

Community group purchasing relies on the logistics network, if there is no front-end large number of orders to support the operation of the supporting logistics network, supply chain system will become meaningless. Single quantity up, front-end procurement to have more bargaining space, procurement costs down, while the logistics utilization rate rose, the whole business system to run up.

This is also a certain degree of evidence, giant burning money to make the battle big enough, not only to compete with the financial strength to show muscle, but also have to do a thing.

Amazon Flywheel Theory: The lower the front-end price, the happier the consumer, the lower the cost of logistics, as a tangent to enter a virtuous cycle.

There is a "pseudo-community group-buying" model, "the fresh food as a traffic entrance, high-frequency to beat the low-frequency, the wool comes out in the pig. The main business does not make money and have no intention of deep plowing, fresh subsidies loss of customers, high gross profit goods to make money." This "pseudo-community group-buying" model offline infusion online to make money, do not touch the logistics and supply chain two major hard bones, no real solution to the efficiency of the final must be unsustainable, and will even die in vicious competition or regulatory pressure.

And real community group purchasing will improve the efficiency of commodity circulation, through the technological revolution to reduce costs and increase efficiency:

(1) from improving the efficiency of the circulation of the entry, and the government's policy of the three rural areas in line with the digestion of inventory, poverty alleviation to help farmers, reduce the cost of circulation.

(2) Empowering socialized sales force and transportation through information technology, allowing "new employment" to replace "old employment", empowering and supporting rather than eliminating. The elimination of the inefficient employment environment and operational efficiency, rather than vegetable vendors such people, eliminating the number of old jobs should bring how many new jobs.

(3) In the supply side through the technological revolution to improve efficiency and reduce costs, to solve the production and supply of long, inefficient, wasteful of resources, lack of information technology, rather than through unsustainable price wars, and the national policy to maintain consistency. We will use technology to reshape the supply chain of agricultural products from C2B to C2M, providing quality of supply.

The light model of "pseudo-community group purchasing" has no vitality, and will not be welcomed and supported by the policy, but will be subject to regulatory crackdown. "Heavy mode of community group buying", the prospect is also a starry sea. Going to do the dirty work, hard work, from the production side to the circulation side to really solve the industry efficiency, empower the industry chain is greater than the empire thinking, connection is greater than the monopoly of the real winners.

The flow is a double-edged sword, can carry the boat, but also can overturn the boat. If Internet companies do not have solid basic skills to strengthen the logistics and supply chain links, the future one day inevitably by the huge flow of reverse.

We don't have to worry about community group buying replacing the business of small traders.

Two days ago, a fruit store in front of the neighborhood that had been open for five years closed. The owner is a husband and wife, these five years, their family life to this small store as the core of the slowly unfolding, from the establishment of a small family to the child has reached the age of soy sauce, and now the closure of the big inevitable reluctance. But the boss's wife is not complaining, but rather is relieved, she said, this year can finally have a good year.

What to do in the future? The boss's wife is not confused. She said, as long as there are hands and feet, down-to-earth and willing to work, where can not settle down?

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