Consumption window: "move" the vegetable market to the doorstep

Under the community group buying model, the "group leader" of each community has become a key link between the platform and consumers
.

Li Fengyi is the first group-buying "group leader" of Meituan Optimal Chengdu
.
She used to work as a customer service in a communications company, and now she is a full-time mother to take care of her children at school
.
In September of this year, she learned that Meituan Optimal Group is recruiting community group buying "group leaders", so she wanted to give it a try
.
Her daily job is to publish platform product information, collect information on the needs of community residents, and also assume the function of a product transfer station
.

In the community where Li Fengyi is located, there are many young people who are familiar with mobile shopping, and there are also some elderly people who are new to mobile shopping
.
“Many elderly people see that community group buying products are affordable, but they don’t know how to place orders with mobile phones, so I will teach them hand-in-hand
.
” Li Fengyi said that through these efforts, more elderly people will not only experience the convenience and benefits of online shopping.
, Which also significantly increased the number of orders in the group, with a maximum of nearly 400 orders per day
.

Community group buying is a new model that requires the efforts of the "group leader" to build trust among the community residents little by little
.
"Most of the commodities purchased by community groups belong to the categories with a relatively high repurchase rate.
In each purchase, with excellent quality and reliable service, people can gradually become familiar with and recognize this new model
.
" Li Fengyi said
.

Zhao Ping believes that the Internet economy provides more flexible employment positions, including online market buyers, shared motorcycles, and so on
.
The community group buying "leader" is another new job opportunity for some people
.

Because of the direct connection with consumers, the service level of the "group leader" has become a factor that directly affects consumer evaluation in community group buying
.
In the community group buying, the "group leader" and the community residents form a complete community
.
If a user experience is not good enough, it may have a greater impact on the reputation of community group buying
.
Therefore, the service level has become a core element in the test of the "group leader
.
"

"Communicate more with everyone and get in touch with a lot of things
.
" Li Fengyi said, for example, I often come to my door to ask everyone's needs; I often ask about the evaluation of the last service purchased, and what else needs to be improved, etc.
and so on
.
Through these efforts, Li Fengyi not only became more aware of the commodity categories that community residents like, but also established a more trusting relationship with them
.

The work of the "head of the delegation" is inseparable from the support of the platform
.
At present, the community group buying platform has done a lot of homework in the protection of the "group leader"
.
For example, Meituan prefers to provide "triple guarantee" measures for the "leader"-competitive commissions and incentives, a comprehensive training system, high-quality and low-cost products and after-sales support to support the "leader" to serve the community well Family users also help the "group leader" to obtain a continuous and stable income
.
Store operators such as community convenience stores and express delivery sites, or full-time mothers, freelancers, etc.
, can apply to become "group leaders" through the WeChat mini program of "Meituan Optimal Group Leader"
.

Experts say--

Standardized development, good prospects

Community group buying effectively fills up the shortage of community outlets and stimulates residents' purchasing potential.
It is necessary to achieve better development in the norms

At present, from the perspective of the overall development of China’s physical retail industry, department stores, supermarkets, shopping malls, convenience stores and other business formats have gradually matured, with reasonable business structure and a high density of outlets.
However, the development of community entity commercial outlets is in a state of unbalanced development.

.

Last year, the "Opinions on Accelerating the Development of Circulation and Promoting Commercial Consumption" issued by the General Office of the State Council proposed to accelerate the construction of the market system of agricultural products origin, implement the "Internet +" agricultural product export project from the village to the city, and expand the online and offline sales channels of green and ecological products.
Enrich urban and rural market supply and expand consumption of fresh and live agricultural products
.
This year, the National Development and Reform Commission's "Implementation Opinions on Promoting Expansion and Quality of Consumption and Accelerating the Formation of a Strong Domestic Market" pointed out that it is necessary to accelerate the construction of a "smart +" consumption ecosystem, encourage the development of new consumption models such as online and offline integration, and improve "Internet +" consumption.
The ecological system promotes the popularization and application of new forms of consumption, new models, and new scenarios
.

Zhao Ping believes that the new consumption model represented by community group buying can effectively fill the shortage of community outlets, and improve customer satisfaction through accurate understanding of customer consumption needs, and further stimulate residents' purchasing potential
.
From the perspective of development trends, community group buying has more room for growth
.
With the increase of people's income level, imitation and wave consumption gradually fade out, and personalized and diversified consumption methods will become the mainstream
.
Community group buying can carry out more targeted marketing based on the income level and consumption demands of community residents, accurately meet consumer needs, and increase consumption volume and satisfaction.
It is expected to become an important channel for consumers' daily consumption
.

"But the rapidly heating up community group buying field also has a problem of mixed good and bad
.
" Zhao Ping said that for community group buying to go further, the Internet platform must work hard on the consumer experience
.

In terms of product quality, how to realize the effective traceability of products and let consumers buy and use them with confidence is a problem that community group buying platforms need to consider
.
In addition, community group buying usually does not have fixed outlets.
When quality problems or unsatisfactory services occur, how to smooth the channels for consumer rights protection is also worthy of attention
.

Experts believe that it is necessary to introduce industry standards as soon as possible, effectively guide the development of community group buying norms, establish relevant quality control and process control standards, strengthen the supervision of the safety of various information resources and the quality of products directly sourced from the origin, and at the same time, it is necessary to build a more complete set of community group buying The institutional framework to promote orderly and standardized competition in the industry, protect the rights and interests of consumers, and stimulate greater consumption potential
.

　　"People's Daily" (November 18, 2020, version 19)