Can the New Year go to the grassroots丨 community group buying platform can have a "good year"

The head of the group, Zhang Yiman, distributes the top news of the group purchase goods for customers

Editor's Note

Hi, how long have you not been home? This year, have you figured out where to spend the New Year?

In your mobile phone, has there already been a ding-dong: "It's good to be there." And turning around, you may be asked again: "Can you still come back?" "Is your bag open and closed, closed and opened, and waiting over and over again for a homecoming trip that says you will leave?" In the busy interval, is it all left with ticket information? After some ticket snatching, I kept asking myself: Do I have to refund the ticket?

All the entanglements are the thoughts of home; all the busyness is like an arrow.

We hope that the epidemic will pass as soon as possible and that our thoughts will be reunited as soon as possible. All perseverance is for the sake of success, and all separation is for the sake of not living up to the waiting. Tell the hometown that no matter where you are, one day, you will "Yu" to celebrate the New Year together.

Starting today, the top news Henan Business Daily "New Year to the grassroots" column launched a series of reports entitled "Yu" You Celebrate the New Year together - I am very good here", and together with you, celebrate the New Year on the spot and warm up the festival.

Top News Henan Business Daily reporter Jin Ailin

Community group buying, which has entered the public's field of vision, is about to usher in the second Spring Festival. At the same time, according to the requirements of epidemic prevention and control, many people choose to "celebrate the New Year on the spot". The Spring Festival, the "window period" of self-expression, also tests the comprehensive operation ability of "community group buying".

Approaching the Spring Festival, what is the order volume of the community group buying platform? What happened to the regimental leaders? What do consumers like to hoard before the Spring Festival?

From "multi-regiment protective body" to "main push one group"

Zhang Yiman has a pair of dragon and phoenix fetal daughters, most of the time and energy is used to take care of children, as the head of the community group buying group can take care of the children while earning a certain income. After being the head of the regiment for about two years, Zhang Yiman's group buying group gradually grew.

Zhang Yiman said that recently the business is good, sometimes up to a day can reach a turnover of about 10,000 yuan. In her view, low-priced items play a role in draining, and quality has become the most important element for consumers. Her hometown is in Zhumadian, and she plans to stay in Zhengzhou for the New Year this year and continue to serve her neighbors.

Zhang Yiman focuses on a fixed platform, "I don't have so much time with my children, and the platform has many goods, and there will be many after-sales problems." The regimental commander Wang Fei (pseudonym) made the same choice.

Wang Fei introduced that the order volume of the community group buying platform he mainly promoted this month doubled compared with last month. Wang Fei is located in a relatively densely populated residential area, and there is no shortage of group purchase orders. He used to be the head of the community group buying group of multiple brands, and now he has become a "main promotion group". In this regard, he explained that several community group buying platforms have their own advantages and disadvantages, and after a period of investigation, he chose a community group buying platform to carry out the main promotion.

Why did it evolve from "multi-regimental protective body" to today's "main push group"? Chen Haichao, a community new retail expert, believes that this problem is essentially the relationship between the platform and the head of the group, in the past, the head of the group can push multiple platforms, the platform can find multiple heads of the group, "but after the entire (industry) precipitation, everyone feels that doing a lot of things may not be able to achieve good benefits, it is better to do a group buying platform." This is the result of natural selection in a competitive situation. ”

The order volume of the group purchase platform is 2.5 times that of the previous month, and the stock of gift box products has decreased

To solve the changes in pain points and needs, it is the "life preserver" for the community group buying platform to be a local life platform. In this case, the way some platforms play has also changed.

Wang Shouren, general manager of local e-commerce Youida Network Technology Co., Ltd. (hereinafter referred to as "Youida Youida"), said that in previous years, the goods of the gift box were overwhelming at this time, and this year, the stock of the gift box model dropped a lot. "Everyone will move around less than before, and this year the gift box will not move."

In terms of development model, there is also a change in the field of wells and fields. In the model of "main promotion of explosive models", There are wells and fields that need to prepare more than 200 SKUs to meet the GMV targets of the day. After several epidemics, Wang Shouren said that the platform launched the supply guarantee model at the beginning of the month, increasing the SKUs to more than 500 to meet the living needs of residents. In addition, the order volume in January was 2.5 times that of December 2021.

The outbreak of the epidemic has not only brought about a test of the supply chain, but also a test of the ability to match the warehouse. Wang Shouren said that for some closed communities with large orders, specially increased distribution personnel.

Some consumers buy freezers for frozen products

Ms. Guo, who works in Zhengzhou, told the top news Henan Business Daily reporter that because she loves to eat fruit, she usually places an order on the community group purchase platform every one or two days. Her hometown is in Anyang Huaxian County, this year she plans to "celebrate the New Year on the spot", Chinese New Year's Eve rice plans to make braised fish, marinated pig's trotters, and buy seafood and meat frozen products have become an important item in her "New Year goods list".

Seafood, meat and other protein-rich frozen products have become the new year goods that community group buying consumers prefer to hoard. Zhang Yiman said that among the neighbors she knew, someone had purchased a Xiaoice cabinet specifically for the purpose of hoarding frozen goods.

In addition, the top news Henan Business Daily reporter learned that as a Zhengzhou people's livelihood supply enterprise, Zhongyuan District and Meituan Preferred to work together to carry out supply assurance work. Up to now, there have been 7 supply group points opened in the sealing and control area and the control area of the Central Plains District, with an average daily sales of thousands of pieces, of which fruits and vegetables, meat, poultry and eggs are the most popular necessities for residents.

What is the prospect of community group buying after the "inflection point"?

During the Spring Festival, it is often the time for community group buying to "show muscles", and cargo scheduling and labor costs often reflect the operational capabilities of community group buying platforms.

In the past year, community group buying has faced the situation of capital entry, stricter industry supervision, and accelerated market clearance, and 2021 is known as the "inflection point year" of community group buying. In 2022, under the trend of cooling capital and increasing segmentation of the track, what is the prospect of community group buying?

Chen Haichao believes that there are three basic logics for community group buying, one is pre-sale, one is self-pick-up, and one is next-day delivery, these three grasps minimize the cost of community group buying procurement logic and appointment logic, and completely form the demand for cost leadership strategy. On the other hand, community group buying uses a low-cost strategy in the display and delivery of goods, which also determines that it is the gravedigger and explorer role of all e-commerce in the past. "Despite all the difficulties it has encountered, it has moved forward steadily."