Buy more vegetables and go through a dilemma

In the context of the current encouragement of enterprise interconnection, buy more vegetables with a set of old games, increase a completely saturated market business, the reason may be to save the community group buying business, is this really a good choice?

Community group buying has a new way to play, do express collection station!

Recently, many outlets that buy more vegetables have quietly developed parcel collection business, which has become a hot topic for a time, and the last kilometer of express delivery that has not seen new players compete for many years has finally ushered in a strong potential opponent.

Although it was subsequently prompted by the postal departments of many places because of the qualification problem, it still sounded a wake-up call to the industry, and this alarm bell has two meanings.

First of all, the community group buying business is still not doing? Giants have left the market, more to buy vegetables at this time of the transformation of the move, is it equivalent to the final community group buying to do a negative?

Secondly, how much business stock space is there in the express delivery industry? Does the market really need a courier collection company?

Forced out of the business

Recently, some media said that meituan preferred has begun to lay off employees, and before that, orange heart preferred has been officially removed from the Didi Chuxing APP, outside the big factory, the community group buying once star entrepreneurial team Shihui group has also been mired in the mud recently, all kinds of things are proving that community group buying is a false proposition.

But Duoduo came up with a new model: to be a station.

Originally it was a community group buying business, why should it be a station?

In fact, observing the site of community group buying, you can know that the express station has been closely integrated with the community group purchase, and it can be said that the community group purchase naturally carries the gene of the station. Many of the sites that access more to buy vegetables are themselves stations, because the price war hits the business of the station managers is not easy to do, and it is certainly not possible to rely on express delivery as revenue, so choose to access the model of community group buying as a side business to generate income for themselves.

The owner of a Yunda station in Jiaozuo, Henan Province, told Lu Jiu Finance: "Now there is no profit in express delivery, community group buying can give me more income, many of my friends who do express delivery are also connected to the Meituan preferential, buy more vegetables, some sites with good geographical location, a day commission can take two or three hundred yuan." ”

Since the station is doing community group buying so prosperously, then in turn, the community group purchase can also do the station, using its natural traffic advantage as a blessing, which can also provide a new source of income for the group leaders. Pinduoduo may have looked at this point and chose to further combine and transform the two.

In fact, as early as last year, when Lujiu Finance communicated with the insiders of several community group buying, it was judged that this industry would eventually be very tragic, and there was a high probability that its independent business model was not established, or it needed to be greatly adjusted, and it might eventually be a drainage business, and it would be difficult to make money.

Buy more vegetables and choose to be a station, which may be a helpless choice under the community group buying business model, and more business empowerment points are needed.

Lu Jiu Finance found that at present, there are many webmasters who buy more vegetables on platforms such as Douyin to hype "Duoduo Station", in the short video released by the user name is "Duoduo Station", which shows that the duoduo food collection service has reached a system docking with express delivery companies such as Tee Yida and Jitu, and the first batch of stationed sites can directly enjoy the official four major subsidies, including but not limited to 3000 yuan settlement subsidy, up to 500 yuan per day parcel subsidy, free SMS and intelligent voice notification, and PDA and printer, etc. The gameplay is almost the same as the initial community group buying expansion and cash-burning model.

After Lu Jiu Finance studied its poster, it was found that buying more vegetables on behalf of the collection point was actually adding the identity of a courier station to himself, allowing the station manager to increase income through the express delivery business.

Obviously, the pure community group buying business does not seem to bring a good revenue model.

The inevitable after the enterprise is big

Before, Lujiu Finance has expressed its views many times, Pinduoduo is the old road of the C2C platform, the road that Taobao has walked since it started, each one of it has to go again, so the entire process of payment, anti-counterfeiting system, after-sales system, logistics express, and station will be tried.

That is to say, today's Pinduoduo station is an inevitable choice after the expansion of the enterprise's business, because it is impossible to use the business of competitors to complete user delivery.

Previously, when LuJiu Finance investigated community group buying in Sichuan, it was found that the business logic of buying more vegetables was obviously different from other community group buying, and their promotion speed, as well as coverage ideas, had their own rhythm, and did not, like many enterprises, rudely directly bought the data of competitor outlets, directly repeated coverage, but chose to find another way and seek more exclusive cooperation.

Perhaps, as early as the stage of business trial and error, Pinduoduo has realized that it is difficult to support this business simply by relying on community group buying, so in the end, the seemingly uninformed community group buying, in duoduoduo, waste becomes treasure, becoming the last kilometer solution of Pinduoduo's e-commerce empire.

In the past, Pinduoduo's logistics and express storage links, basically adopted an open strategy, although they have a close relationship with Jitu, but the three links and one reach and SF are Pinduoduo's express delivery service providers, Cainiao Station and Fengchao can also provide services for Pinduoduo's parcels normally, and the situation of abnormal competition in the e-commerce link is unusual, but in the small parcel link, it is extremely harmonious.

But why does Pinduoduo have to break the current state of harmony?

This is the inevitable result of the development of e-commerce to a certain extent.

First, there is the persistence of the data.

Pinduoduo's parcels, most of the departments are very low unit price things, it can be said that basically will not be delivered to the door, then if they are sent to rookie or Fengchao, it is equivalent to showing their business status throughout the year to competitors, to put it bluntly, in front of the opponent is equal to their own lack of clothes.

Secondly, there is the issue of service quality.

At that time, why did Ali become a rookie? It was because the entire industry did not have a good last-mile solution at that time, and users complained too much about the courier problem.

Pinduoduo has developed to this point today, how to ensure the coherence and integrity of their services, has been imminent, if you can provide a more high-quality last-mile solution, then it is possible to make consumers feel more trustworthy from the service level.

Finally, there is complementarity between businesses.

At present, several major e-commerce platforms, in fact, each has a related layout, such as Ali's rookie system, Jingdong's own logistics, Meituan's takeaway brothers, etc., each of which develops to the end, in fact, the speed and service quality are fought, because consumers will vote with their feet, and the shopping experience can feed back the volume.

Pinduoduo currently needs a model like the station to make up for the weakness of the back end, so as to constitute a complete ecology. After all, based on the entire link of e-commerce, only when the goods reach the hands of people, it is considered complete.

In a sense, It is the inevitable way for Pinduoduo to move from an ordinary enterprise to a giant.

Is the coaching inn a good business?

The road that Ali has traveled has been verified to be correct, and Pinduoduo wants to continue to be bigger and stronger, in fact, it can directly copy the homework.

According to the poster of the Duoduoduo food collection service system circulating on the Douyin platform, it has been connected with express delivery companies such as Zhongtong, Yunda, Yuantong, jitu and other express delivery companies, and the station can enjoy multiple rights and interests such as increasing the income of the multi-buy vegetable group point and the online drainage of return shipments, and the first batch of stations can directly enjoy the strong subsidies given by the official.

This is similar to the way Rookie Station played in the early days, relying on the honeymoon period of the new platform to achieve rapid expansion. Any new form of business needs to lose money in the early stage of development, such as online car-hailing, community group buying, takeaway and so on. Some patterns have run through, and some are still struggling to explore.

Is the development of the station really a good business? Is the meat in someone else's bowl really so fragrant?

Previously, the station manager of a rookie station in Henan had revealed to Lu Jiu Finance that Ali's rookie is more of a strategic significance, playing a role in a solution, which accounts for a very small proportion of the group as a whole, and has been in a state of losing money, and does not expect this business to make much money.

Cainiao has continued to lose money for many years, but Ali as a whole is profitable, there is enough dairy business to feed Cainiao; but Pinduoduo is currently not profitable as a whole, the basic disk is not stable, the possibility of continuous loss is larger, at this time, choose to do a station, can you really afford such a money-burning business? In addition, does the market really need one more station now?

Let's look at a set of data.

In addition to Cainiao Station, there are also similar service providers such as ZTO's Rabbit Xi Supermarket, Yuantong's Mother Station, Yunda Express Supermarket under Yunda, SF's Yi send and receive, etc., each of which is laying out the construction of terminal services and trying to solve the problem of the last kilometer. According to the data, cainiao rural stations alone have covered 1,000 counties across the country, and the average daily parcel handling volume has increased by more than 280% year-on-year; SF Station has received and sent more than 60,000 in the country; the total number of mama stations under Yuantong has exceeded 36,000 in the country; and the current number of Baishi Neighborhood Stations is expected to reach 50,000 by the end of 2022.

In addition to the station, there are similar to Fengchao such intelligent self-pick-up cabinets as a supplement, it can be said that the current market of these express terminal services, has basically achieved full coverage, then how much market space is left for Pinduoduo?

Moreover, the model of the station is not so beautiful in practical applications, as a collection point, there is no ability to send express delivery to the door, and users are not satisfied. Under the price war, the courier whose single-piece dispatch fee has become more and more meager has to pay the storage fee to the station.

The operator of the station itself is also miserable, Yunda's station manager Geng Boss once revealed to Lu Jiu Finance: "The business of the station is not so easy to do, our side will be limited by the platform, the signing rate, the praise rate will have the corresponding performance and fines, last year I only earned 20,000 yuan." ”

In the context of the current encouragement of enterprise interconnection, Pinduoduo uses a set of old games to increase the business of a completely saturated market, the reason may be to save the community group buying business, is this really a good choice?

Connectivity may be the solution

The idea of the Internet in the past was zero-sum games, but the Internet in the future will be a win-win game.

In essence, in the anti-monopoly environment, there are no enterprises, and they dare to use the advantages of resources and traffic in their hands to choose between the two or take illegal measures against competitors.

In essence, although Cainiao Station is an Ali enterprise, in fact, it is a social infrastructure that all e-commerce companies can choose to use, Pinduoduo can be used, JD.com can be used, Meituan can also be used, and Cainiao has no right to refuse competitors' express delivery into the warehouse.

Buy more vegetables, this small-scale business attempt, but also because of some qualification problems by the postal departments in Xiamen and other places of the regulatory prompt, there are certain policy risks.

Pinduoduo also responded to this, saying that it did not provide "Duoduo buy vegetables" collection business at all sites of Duoduo buying vegetables, but provided "Duoduo buying vegetables express delivery station delivery service system" for sites with express delivery business qualifications.

In response to this matter, some people in the industry believe that the Duoduo grocery system is actually engaged in the delivery and collection of express delivery, which requires express delivery business qualifications, and there is no simple provision of Internet information services. Pinduoduo's road to improving terminal services may not be so smooth.

In China, the express delivery station will often sign a cooperation agreement with the brand side of the station, relying on the business qualification of the brand side, and agree not to use a third-party shipping system to send mail, nor to use a third-party receiving system to store. Individual sites are not qualified to operate.

From the overall business level, pinduoduo's focus at this time should be how to increase the unit price of customers, solve the problem of product quality assurance, and achieve overall profitability as soon as possible.

Looking at the overall situation, the business of the station has been stabilized nationwide, and now that more vegetables want to go in, it is impossible not to burn money, but the cost of burning money may be market turmoil, or waste of resources, and face various restrictions of business rules.

At present, the qualification review of domestic express delivery and terminal outlets is not easy to pass, under the policy and market restrictions, if Pinduoduo wants to build its own logistics system, it can only borrow arrows from grass boats and establish cooperation with existing station brands.

Therefore, if Pinduoduo wants to achieve profitability as soon as possible, at this time, it should choose to continue to "white prostitute" rookie station, rather than building a rookie station.

Profitable as soon as possible and providing consumers with more low-cost products with guaranteed quality may be the focus of Pinduoduo.