What is the mode of community group buying? What is the future development direction?

We can see that there are basically three forms of community group buying:

1, radix oriented. Many farmers in the suburbs of cities set up their own groups in urban communities to sell their products and then send them to the communities by car. This is the first generation of community group buying model.

2. Facing the supply chain. Supply chain enterprises that sell land recruit partners in the community. Community partners are responsible for operating the WeChat group in their own communities, collecting orders from supply chain enterprises after sale, and the supply chain then distributes them to the communities. The product category, price and promotion rules of this sales model are all determined by supply chain enterprises, which are the management focus of this sales chain.

This is the mainstream form of community group buying at present, and many offline supply chains have joined in.

3. Facing the community. The owner of the WeChat group in the community retails spontaneously, and the supply chain only supplies according to the owner's instructions. Generally, offline community stores will adopt this model for community sales. As the closest party to users, community owners know the needs of users and the dynamics of competitors best. Therefore, this mode is "let the people who hear the gunshots command the gunfire", which is the most efficient.

From the base to the land sale, and then to the community, the management focus of community sales gradually sinks to the nearest place to consumers.

Future development direction

Specialization is the most important feature of the future development trend of community group buying business, which includes the following three aspects:

1, professional players enter the arena

As we all know, community group buying started with the combination of "small farm+baby mom", but in 20 18, more and more professional players joined the market.

2. Product line expansion

Othello is a kitchenware manufacturer, whose products are mainly exported. Although it opened a store in Tmall, its sales volume was very small. Starting to purchase goods for the community this year, the terminal retail price can reach half of the supermarket price. The sales volume of an activity exceeds the sales volume of Tmall in one year, so there is no need to spend money on traffic and no accounts receivable.

Products bought by the community should cover all products consumed by families. Although fresh food can attract attention, only the whole product can be relied on by users and become a part of users' daily time budget.

3. Management center of gravity sinks

The mobile Internet provides us with the technical conditions for high online collaboration. As long as the community store and the supply chain share some data, the user experience will be better.

For example, a community store shares its tobacco and alcohol inventory with the tobacco and alcohol supply chain, and the supply chain can replenish the goods in time, or transfer the goods that are not easy to sell to other stores, or stock them in time when the online store initiates a group purchase. Efficient data-based collaboration between supply chain and community stores (communities) is one of the typical characteristics of new retail.

4. WeChat traffic differentiation

Wechat traffic is a huge treasure. With more and more professional merchants doing business in WeChat, the traffic of WeChat shows a trend of differentiation:

Friends circle: Platforms (such as Pinduoduo) provide products and preferential mechanisms to cater to users' shopping motives of taking advantage. This kind of purchase mainly occurs in the circle of friends or some non-professional shopping groups.

Wechat official account: The platform (see the store) provides products that meet the tonality of the fans of the official WeChat account. The official WeChat account mainly provides traffic (pay attention to the fans in the official WeChat account), and uses the content to trigger buyers' occasional purchase impulse.

At present, there are also some entrepreneurial projects that provide products to other media platforms (such as today's headlines, Tik Tok, second-hand and so on). Among network celebrities, it is basically consistent with their business logic, and we call it the service media supply chain.

Wechat Group: The community has developed into a specialized retail group, and buyers continue to purchase steadily to meet daily needs. Community community has the highest transaction frequency and the best stability, and has become a must-see place for more and more buyers every day.

It is accidental that the flow of friends circle or WeChat official account is converted into purchase; Community community is a special retail scene. Group owners build groups to sell goods, and group friends join groups to buy things. Therefore, the community WeChat group is the most valuable traffic source in WeChat.

Applet is a technical tool to penetrate the above three scenarios, which is beyond our discussion. After data analysis, we can still find that the mainstream source of various "small program e-commerce platforms" must be one of friends circle, official WeChat account and WeChat group.