Text: Ten Summers
"Standing on the vent, pigs can take off." To say that the hottest industry in the past two years, many people will think of live streaming with goods. I have to say that this is indeed one of the outlets for creating wealth in the past two years. However, in addition to live broadcasting and carrying goods, large-scale community group buying has also been launched nationwide. Even many giants have set their sights on this market and have entered the track of community group buying.
The emergence of community group buying is to seize the "vegetable market", and now the vegetable industry is indeed in a "shutdown" situation. Internet giants have always been optimistic about the e-commerce market, and now they are focusing on the fresh retail market. No wonder some netizens said that recently went to the vegetable market, I feel that there are obviously fewer people selling vegetables on the stall. Asked other stall owners, they said that now everyone uses their mobile phones to order vegetables, and the money sold by the stalls is not enough to pay the booth fee. Many greengrocers said that the business was "robbed" and now it can only rely on old customers to support.
And if these old customers don't patronize in the future, they can only pack up their things and leave. In fact, the reason why the vegetable market has become an area for Internet giants to compete for layout is because the domestic fresh retail market has reached 5 trillion. As more and more people use mobile phones to shop, a large user base has promoted the rise of community group buying. Over time, the stickiness of users and community group buying platforms will only get higher and higher. It is precisely because of the high stickiness of users in this regard that it can also bring huge traffic to the Internet giants.
In order to grab business (mainly traffic), many platforms have even launched a penny to buy vegetables and fruits. In order to win the "last battle of Chinese retail", on some platforms, "a penny a bag of salt", "one dollar a piece of green vegetables"... From fruits and vegetables to meat, poultry, eggs and milk, few people can resist wool. In the face of the dimensionality reduction blow of hundreds of millions of subsidies from Internet giants, aunts who sell vegetables are doomed.
Nowadays, the online grocery shopping business is in full swing in major cities across the country, including Meituan grocery shopping, hungry, etc., all promising to send vegetables home in 30 minutes, "Even if you buy a dollar, we will send it for free." "Although at the end of the day, not all services are guaranteed to be delivered within 30 minutes, it does save a lot of time than going to the wet market in person.
The so-called buying is not selling the fine, the major Internet giants are burning money to enter the community group buying market at the same time, but also carefully set up a bureau. At the same time, the People's Daily has also begun to pay attention to the advantages and disadvantages of community group buying. A journalist once wrote that sixpence and the moon cannot be combined. Frankly speaking, if you keep thinking about a few bundles of cabbage with reduced prices, the innovation ability of the whole country and nation will stagnate, which will greatly restrict the development of the country and the nation.
Some experts and scholars believe that although the community group buying platform is hot, the wet market and vendors will not be easily replaced. After all, people are more willing to pay for fresh vegetables, especially the elderly. They can go to the market early in the morning to buy fresh ingredients. If you buy vegetables through the Internet, you can only choose them with the help of other people's hands. In this case, the quality of the dishes cannot be guaranteed. Simply put, after a consumer buys it once or twice, he or she will leave as soon as he finds that the dish is not fresh. That is to say, as long as there are middle-aged and elderly people, there is a demand in the wet market.
Now, in addition to community group buying, this business has become a "new opponent" in the vegetable market, and is regarded as a "mortal enemy" by the big aunt who sells vegetables. In fact, it is the unmanned retail that set off a boom as early as 2017, but it only lost its competitive advantage after only a period of fire. Many unmanned convenience stores and unmanned containers fell one after another, and many people at that time thought that unmanned containers were only suitable for selling drinks, and consumers of other complex goods were not willing to "pay".
In fact, before Ma Yun "retired", he gave entrepreneurs a "big gift", which is his new prediction: e-commerce will be eliminated in the next decade, when it will be the world of new retail. In recent years, Ma Yun has always emphasized that new retail is the future development trend. According to relevant data forecasts, the size of China's new retail market will reach 1.8 trillion yuan in 2022, and e-commerce will be eliminated within 10 years.
Different from community group buying, new retail is mainly based on the "online + offline" shopping model built by big data and artificial intelligence technology. For example, when we buy a smartphone online, we can pick up the goods directly from the Tmall supermarket downstairs, avoiding logistics and improving the shopping experience.
However, in special cases, contactless services make capital optimistic about the unmanned retail market. Only this time, I did not plan to do a convenience store business, but began to sell vegetables like an Internet giant. Technically, there isn't much innovation. However, it is through mobile payment, face recognition and other technologies to self-help food. It is equivalent to moving the unmanned payment service in the supermarket to the community.
At first, many consumers will find it novel and try to buy goods in unmanned kitchen cabinets. But with the passage of time, these cabinets are not updated in time, and consumers' desire to buy is not so strong. In addition, the consumer group is relatively limited. For the elderly who can't pay with their phones, these cabinets are completely useless.
Although many companies believe that this is a good way out of entrepreneurship, it is foreseeable that under the impact of community group buying, unmanned kitchen cabinets may eventually be the same as previous unmanned convenience stores. From the initial fire to no one's attention, in the end can only withdraw the cabinet.
This also tells us that there are also potential risks in community fresh food and group buying. In the early stage of competition, the Internet platform used huge funds to form an absolute advantage over traditional physical stores, and when consumers found that the fresh industry was monopolized and the discount was not enough, they wanted to look back for physical stores, and the small shop at the door may have closed. So, will you buy fruits and vegetables in these unmanned kitchen cabinets?