Now there are more and more community group purchases. What is its business logic?

1. Consumption logic based on family. The family is the main body, not the individual; It's home, not travel.

2. Drainage logic based on fresh food. Fresh food is the category with the lowest Internet penetration rate among all products. It has distinct characteristics of just need and high frequency, but it also has two fatal defects: fragility and short guarantee. Fresh cut-in and follow-up of standard products have become the only rhythm of product layout of community group buying platform.

3. Scenario-based requirement logic. Traditional physical stores are the logic of people looking for goods, and community group buying is the logic of people looking for people. The bond between goods and people is "field". Scenario is the basis of demand and product selection.

4. Graphic-based display logic. Physical store is the standard principle of physical display. What you see is what you get brings excellent experience to users, but it pays a high cost. Every bottle of water and every pack of paper towels should share the rent, utilities and tally fees.

5. Based on the recommendation logic of the group leader. In the Z era, recommendation is welcome, sales are refused, and the head of delegation becomes the contact point of retail. This distributed KOL (Key Opinion Leader) forms a density site, which promotes products to users like capillaries, completes links and handles after-sales in time.

Shops and communities are integrated and connected to the Internet. The three always belong to a closed-loop chain, which means that offline, online and community form a trinity.

6. Self-raising logic based on arrival at the store. If JD.COM is called express e-commerce, then the optimization of the US delegation, shopping and prosperity can all be called self-promotion e-commerce. Lighting the last 500 meters, not delivering the goods to home, or even sacrificing the user experience to reduce the performance cost are the remarkable characteristics of the community group buying model.

In the iron triangle of cost, efficiency and experience, only community group buying has achieved the ultimate cost. Even if the big factory platform does not subsidize, the price of community group buying products should be lower than that of community group buying and live broadcast.

7. Futures logic based on pre-sale. Not to sell, but to sell; It's not spot, it's futures. The capital flow and logistics are separated, and the goods are still in the supply chain warehouse when the user pays. Lower cost performance, more efficient decoration transaction.

8. Delivery logic based on centralized allocation. There are two kinds of goods, one is suitable for one generation and the other is not suitable for one generation. A product suitable for consignment is characterized by high value, small size, light weight and easy express delivery, which is a traditional e-commerce delivery method. Goods that are not suitable for one-to-one distribution have low value, large volume and heavy weight, and are not easy to express, so they are suitable for centralized distribution. This is the way to put community group buying.

9. Social logic based on temperature. Stumbling factories will eventually pay the price for recklessness, and regaining the head value is the solution.

The logic behind the community is socialization. A business without a team leader is not called a community group purchase, and a transaction without temperature is not called a community e-commerce.

At present, the biggest contradiction of community group buying is not the conflict between big factory platforms, nor the game between capital platforms and local platforms, but the traffic competition between platforms and heads.