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Born in 2014, group buying of fresh food in the community has suddenly become a super outlet for Internet giants and traditional supermarkets. Alibaba, Jingdong, meituan, pinduoduo, Wal Mart, Baiguoyuan Even didi travel, which has hardly done retail business, has entered the bureau one after another. According to incomplete statistics, there are more than 200 community group buying enterprises in China. Some organizations predict that the market scale is expected to reach 100 billion yuan by 2022. However, the concept stocks of community group buying have been callback recently. < / P > < p > < strong > it is said that alimei group pinduoduo quit the community group purchase? rumor! < strong > < / P > < p > according to the e-commerce big database of "e-commerce" of ECOSOC, from January 2019 to November 26, 2020, there were 26 investment and financing events in the domestic community group purchase e-commerce field, with a total financing of more than 11.7 billion yuan. < / P > < p > at present, the financing war, vehicle ground enclosure and subsidy marketing of various brands of "community group purchase" are the same as those of group buying and online car hailing, which have caused some concerns. Can consumers really benefit from the rapid expansion of the scale of subsidies in the early stage and the formation of an oligopoly market in the later stage? There are also people who worry about the situation of small and medium-sized vegetable vendors: if we can't form a good ecology, we will only leave chicken feathers on the ground. However, it has been rumored that both zhengri group and zhengri group will withdraw from the community. Guangzhou Daily reporter experienced group buying business in several communities and found that all products were in normal use. Ms. Chen, a Guangzhou citizen, told reporters that she would participate in community group buying on her mobile phone, and would also go to supermarkets and vegetable farms to buy vegetables. "The quality of low-cost dishes in community group buying is not so good, and you have to go to the nearby taxi to get more.". < / P > < p > < strong > the high profit rate of community group buying attracts the influx of giants < / strong > < p > < p > why does community group buying attract giants to rush in? This kind of regionalization, minority and localization group buying mode relying on real communities usually operates as follows: Residents order fresh food, daily necessities and other commodities through the "head" in the community, and deliver them the next day or pick them up by themselves. During the epidemic period, Alibaba, pinduoduo, Suning, Yonghui supermarkets and other large and small companies went directly to the production areas and established the mode of origin cooperation in the form of helping agriculture. These factors are reflected in the community group buying, that is, the order volume, the unit price of customers and the gross profit rate of some commodities are soaring. < / P > < p > according to the analysis data of Anxin securities, the profit margin of community group buying can reach 10% ~ 15% under the premise of 5% deduction by the head of the team, which is far higher than that of the agricultural market (vegetable market), fresh e-commerce with front-end warehouse mode and fresh supermarket integrated with store and warehouse. The improvement of the profit margin of community group purchase benefits from the exemption of the cost of distribution, inventory and storage after the arrival of goods. This is the reason why large companies enter the community group buying. < p > < p > < strong > who can win depends on the core competitiveness < / strong > < / P > < p > no matter how fierce the "battle" of the head of the team, where are the front-end products such as fresh food coming from? How to ensure food safety? How to reduce the cost of distribution It is still a common problem faced by many platforms. As we all know, long supply chain, high loss rate and difficult transportation make fresh e-commerce develop in China for nearly 10 years, and it is still the most difficult e-commerce "bone". < / P > < p > < strong > who will win these platforms? Mo daiqing, director of online retail department and senior analyst of ecommerce Research Center, told Guangzhou Daily that since last year, fresh e-commerce platforms have fallen down frequently, and many fresh e-commerce platforms are not prominent in terms of product types, service experience and distribution, and are always in the stage of burning money to cultivate market and consumption habits The mode of forming core competitiveness cannot be sustained. For the platform that is good at marketing and operation, it is not difficult to make high order volume in a short time. It is the real effort to build a stable supply chain, select products and logistics well. By Ni Ming, all media reporter of Guangzhou Daily

2023-03-22 10:04:24