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The term "online shopping" has become a hot topic in the community. Nowadays, Jingdong, pinduoduo, meituan, Didi, Ali and other Internet giants have set up community group buying business. Novel coronavirus pneumonia is a group of boosters for group purchase. More and more people have developed the habit of online consumption, which has further promoted the development of community group purchase industry. According to a previous report released by iResearch, the market transaction scale of China's fresh e-commerce industry in 2019 will reach 279.62 billion yuan, an increase of 36.7% over the previous year, and it is expected to exceed 800 billion yuan by 2023. The huge market space has become an important reason for Internet companies to choose to develop community group buying. In addition, the Internet platform also has the consideration of continuous revenue and traffic growth, so developing new market space has become an important choice. From the perspective of the current operation of the Internet platform, the "old three" are basically followed: quickly set up local promotion teams to run around the country; strive to win customers in the shortest time through price subsidies, and speed up market cultivation; competitors should not only seize business, but also "rob people" with high salary. However, there are still some hidden worries behind the seemingly hot community group buying. In the first and second tier cities, shopping is very convenient for residents. Supermarkets, vegetable markets and retail stores around the community can provide fresh business, and the service radius is often only a few kilometers. In addition to the existing fresh e-commerce, some traditional large supermarkets have also launched new services such as "ordering online and delivering food to the door" in recent years. For users, this is not much different from the service form of community group buying business. This means that many users choose community group buying, which may be mainly attracted by the current low price promotion. However, the subsidy effect cannot be sustained for a long time. Once the subsidy scale is reduced, these price sensitive users may lose. < / P > < p > in reality, the main force of community group buying is "aunts". Among them, a considerable number of people are picky about the choice of fresh food, and they are very concerned about the freshness and appearance of fresh food. Once such indicators fail to meet the expectations, they may lead to complaints and returns. At the same time, it is difficult to guarantee the quality of fresh products. It is easy to be affected by climate, temperature and other factors, and the loss rate is high, which is also the main reason for the loss of fresh e-commerce before. For this problem, the strategy adopted by the community group buying platform is that the supply of goods is directly provided by the vegetable market near the users. In this way, there will be a new problem: fresh food market is famous for its low price, but the labor input of transporting fresh food will inevitably raise the cost of fresh food in the community. < / P > < p > of course, compared with the previous fresh e-commerce, community group buying adopts the mode of group buying, trying to reduce the marginal cost and the terminal price in the hands of users by batch group buying. However, compared with the previous national group buying users, community group buying is limited by the geographical scope and supply factors, which can not achieve such a large batch, and the price range can not be too low. Therefore, the price, the quality of fresh dishes, the service cost and the loss rate will become the unavoidable test of the community group buying business. Another test is that, in addition to low-cost promotion, the operation mode of community group purchase mode does not have many advantages over traditional residents' purchase mode and fresh e-commerce mode. Therefore, whether the community group buying will become a "false outlet", I believe it will not take too long to get the answer. (bige) < / P > < p > 0

2023-03-22 10:04:24