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    Home > Food News > Food Articles > Can the giants relieve the worries of community group buying?

    Can the giants relieve the worries of community group buying?

    • Last Update: 2021-07-24
    • Source: Internet
    • Author: User
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    A few days ago, the media found that since the second half of this year, a group of Internet giants have been running into "community group buying", including Meituan, Pinduoduo, Suning Food Market and so on
    .

    Compared with 2016, today's community group buying is no longer the same
    .
    When the Internet economy entered the second half, new changes created new demands

    .
    Since the beginning of this year, the new crown pneumonia epidemic has changed many consumption habits and information acquisition habits

    .
    Contactless consumption has entered the daily lives of thousands of households, and high-frequency consumption scenarios such as grocery shopping and community group purchases have been reinvented

    .
    Internet companies expect users from community group buying to enter the scene of consumption of other products and services on the platform

    .

    From an operational point of view, social attributes allow community group buying to operate well and be easy to replicate
    .
    With the help of the community in WeChat, the customer acquisition cost of community group buying is relatively low, and it is easier to sink into the market

    .
    Compared with traditional offline supermarkets and farmer's markets, users "live" in WeChat groups and perceive products and services through interaction, which is actually creating demand

    .

    Some people say that community group buying is the outlet of the Internet
    .
    However, it is also said that community group buying may be a fake outlet

    .
    In fact, the business of community group buying is not easy to do

    .
    Over the years, the traditional large-scale supermarkets have not been idle, and are actively transforming into new retail, and have developed intimate services such as "ordering food online and delivering food to your door"

    .
    In the face of many competitors, it is no easy task for community group buying with a long and complex service supply chain to eat the market pie at once

    .
    Moreover, when the subsidy effect gradually fades, it is still unknown whether community group buying can calmly face the loss of users

    .

    The market space for community group buying is large enough, of course, it is good
    .
    But in the long run, its market structure has not yet taken shape, and its business model still has to be tested

    .
    Relying only on the "pre-sale + group joining" model, community group buying obviously cannot cover the world

    .
    Nowadays, a lot of Internet giants have ended the "spoiler", while injecting more resources into the market, they also left a lot of suspense for model innovation

    .
    For example, can giants use community group buying to penetrate into the diversified community economy and cut into consumer areas such as daily necessities and fast-moving consumer goods as expected? In the face of the lack of standardization of agricultural products and the separation of production and marketing, can giants successfully "expand" with direct mining from the production area? In the face of a "large-scale" community, how can the giants calmly deal with the long chain of competition and fully protect the quality of service and the rights and interests of users?

    Of course, the involvement of giants may stimulate the follow-up and development of professional third-party services and solve the problems of supply and marketing docking and operation promotion
    .
    Community group buying may also extend to the upstream field with the help of the operation of giants

    .
    Even the newly opened supply chain finance and consumer finance with the help of community group buying will find market opportunities

    .

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