Group buying is blooming everywhere, and it is attacked by local snakes

At the end of 2020, as giants such as Alibaba, Meituan, Pinduoduo, and JD.
com entered the market one after another, community group buying "takes over" online education and has become the hottest outlet in China's Internet field.

Source: Visual China

Relying on their own capital and technological advantages, the giants have fully attacked traditional supermarkets and vegetable markets, and have successfully attracted a large number of community consumers by borrowing "prices far below the market average" and the convenience of delivery to the community.

In the vast counties and townships below the third and fourth tier cities, can the wildly expanding community group buying be able to achieve commercial changes?

"Financial and Economic Stories" has been divided into multiple teams, surveyed Henan Xiangcheng, Hainan Sanya, Jiangsu Wuxi, Anhui Chuzhou, Shandong Gaomi and other places, and conducted a panoramic scan of the community group buying market outside the Fifth Ring Road.

Group buying is blooming everywhere, and it is attacked by local snakes

Group buying is blooming everywhere, and it is attacked by local snakes

"There is no takeaway here in Gaosi Town, but the community group purchases are all over the flag," Chen Yuan, the 24-year-old Meituan Optimal Headquarters, told "Financial Stories.

"

Gaosi Town, where he is located, belongs to Xiangcheng County, Henan Province.

There are more than 60,000 people in the town and more than 100 villages under its jurisdiction.

Like most villages and towns in China, Gaosi does not have takeaways, and there is no Didi.

However, Meituan's preferred pick-up points are blooming everywhere.

"Basically, a person who opens a shop is eligible to be the group leader.

My main business is to operate a hot pot seasoning restaurant.
When a promoter visited more than a month ago, I joined the platform and became the group leader.
" Another local The head of the delegation, Zhu Tianping, told the "Financial Stories Collection.
"

Similarly, "Financial Stories Collection" multi-site investigations show that in Gaomi, Shandong, Lai'an County, Anhui, Chuzhou, Anhui, Wuxi, Jiangsu and other areas, community group buying is almost all over the countryside.

Mu Qing, head of Shandong Gaomi Meituan Optimal Selection, told "Financial Stories Collection" that in Gaomi, almost every village has a pick-up point.

"Meituan Optimal, Orange Heart Optimal, and Lots of Grocery are all here.
"

In this regard, the vice president of an e-commerce platform was not surprised.

He said, "This is not surprising.
I knew a few community group buying companies before, and they hit the township market last year.
"

The sinking intensity of community group buying is much higher than that of takeaway or other O2O businesses.

As of December last year, the number of Xingsheng preferred stores alone has exceeded 500,000, covering more than 6,500 cities in 15 provinces across the country, with monthly GMV as high as 4 billion yuan.

According to "Late" report, Prosperity Optimal is about to complete a round of investment of up to 3 billion US dollars led by Sequoia Capital.

Meituan Youyou revealed to "Financial Stories" that its community group buying business has reached more than 20 provinces and more than 300 prefecture-level cities.

Meituan Chairman and CEO Wang Xing once stated on the Q3 earnings conference call, “Meituan Optimal is now the priority strategic area of ​​our entire business, and coverage is also our top priority.

.
.
This can help us better Targeting some underdeveloped areas, especially areas that can penetrate into township levels.
"

Didi told the "Financial Stories" that the current coverage of its Orange Heart preferred business covers 27 provinces and cities.

Community group buying is also a must-play and must-win battle set by the founder Huang Zheng for Pinduoduo.

"Grocery shopping is a good business, a bitter business, a long-term business, and a touchstone for our Pinduoduo people.
"

Compared with community group buying everywhere, the penetration rate of the takeaway industry in cities below the third tier is only 30%-40%, 70% of takeaway orders are contributed by first-tier cities, and there is almost no takeaway in rural areas.

Mu Qing, the head of the Gaomi delegation, told the "Financial Stories Collection", "In Gaomi, the takeaway also sinks to the county seat, but the grocery shopping business has entered the village.

"

Such a huge "virgin land", such a fresh flow of traffic and potential paying users, are hugely attractive to all Internet companies.

Interestingly, when the giant sank, it was also attacked by local snakes.

Mu Qing, the head of Shandong Gaomi, told the "Financial Stories" that, in addition to other sinking community group buying platforms, competitors also include local supermarkets, convenience stores, and even car owners engaged in transportation.

Wang Dali, a freight boss in his early 40s, is one of them.

Wang Dali bought two passenger cars, but after the outbreak of the epidemic, the freight business has been deserted a lot.

When he was depressed, Wang Dali found that the residents in the epidemic had become a pain point in buying vegetables.

Later, he inquired about reliable sources of fruits, vegetables and fresh food, and began to deliver them to his door.

The cost of acquiring customers is very low.

At present, he has built a dozen WeChat groups and accumulated thousands of users, who are distributed in the surrounding area of ​​70 or 80 square kilometers.

He and his staff will update the prices and products in the WeChat group in real time, and customers with purchase needs will place orders in advance through Solitaire.

Then, the driver held the order and drove two four-meter-long light trucks to the wholesale market to place the order.
After the order was placed, it was sent to the distribution point.

The next delivery of food to the door is usually done by an electric tricycle, "electricity is cheaper than gas", and then through WeChat or phone, and the customer to settle the door time.

According to Wang Dali’s observations, his clients are mainly young people working at work and elderly people staying at home.
“Workers don’t have time to buy, and elderly people have limited mobility and are unwilling to go out to buy.
”

There are also many ways to set prices, "cannot be more expensive than supermarkets", and do not set a minimum amount threshold.
"Buy more and buy less and you will send it to your door.
Sometimes you will make a few cents per order and you must plan carefully.
"

Compared with the community group buying platform, Wang Dali believes that its advantage is "fresh products and reliable quality, so our users mainly repurchase".

"When it's good, the order amount will be tens of thousands of yuan a day," Wang Dali told "Financial Stories.
"

In this regard, Mu Qing, the head of the group, told the "Financial Stories Collection", "Those who do group purchases by themselves are the most competitive, because most of our heads are part-time, and they are full-time.
"

Leader: low threshold, fierce competition, multiple jobs

In the past, Internet giants who had a taste of outside the Fifth Ring Road, if they want to take root outside the Fifth Ring Road, recruit a large number of localization leaders and agents, it is very important.

Chu Fang, the preferred agent of Meituan in Chuzhou, Anhui, told "Financial Stories" that the position of marketer mainly recruits salespeople with local marketing experience and FMCG experience.
Their monthly salary is more than 5,000 yuan.
Their main responsibility is to recruit.
, Training, and assessment team leader.

The threshold for the head of the regiment is relatively low.
Generally speaking, as long as there is a suitable pick-up location, which is convenient for the driver to deliver the goods and the customer to pick up the goods, you can be selected.

At present, most of the pick-up points are ordinary convenience stores.

The portraits of the heads are mainly concentrated in mom-and-pop shops where women between 25 and 35 years old look at the shop.
Such people generally have community WeChat groups, work relatively leisurely, and also have a lot of time to interact and sell online.

Pinduoduo, who is familiar with fission, has also replicated this experience in the grocery shopping business, such as supporting the group leader’s level assignment, leader fission, regional manager, separation of the leader from the pick-up point (binding or unbinding), and group leader.
Maintain functions such as self-operated commodities, maintain the team leader and reduce loss.

With the help of thousands of Malay group leaders, community group buying has exploded in rural areas.

In many areas surveyed by Financial Stories, the number of group leaders can double in two or three months, and the growth rate is much faster than the growth of customers.

Peng Pai, the head of the Meituan Optimal Group in Banta Town, Anhui, told the "Financial Stories Collection" that within 400 meters of his home, more than 20 delegation leaders were added in two months.

There is a newly established pick-up point ten meters away.
Most of these stores belong to Meituan Optimal and Duoduo Shopping.

Most of the heads are "multiple jobs", and one person spans multiple platforms.

As a result, even the deliveryman was confused.
When the platform was on the promotion, the order skyrocketed, the deliveryman was unable to deliver the goods.
He even found Peng Pai and asked him to deliver the goods on his behalf.

The rapid expansion of the group leader not only brought prosperity to the platform, but also led to the involution of the group of leaders.

The order volume and delivery volume of some regiment leaders has shrunk sharply, and the internal consumption of groups in some areas is serious.

By January, Peng Pai's delivery volume was only 20% of the past.
In November last year, when he was the head of the regiment, he picked up more than 600 items in a single day, but now there are only more than 100 items.

Therefore, most community group buying team leaders treat the team leader business as a part-time or side job.

Some owners of convenience stores, grocery stores, and small restaurants use the community group buying business as a drain to increase the popularity of their stores.

Han Tianyi, the owner of a convenience store in Zhengzhou, who is the leader of multiple platforms, told Financial Stories, “Although express and group purchases are paid for a few cents, they can bring me traffic.
For example, Someone came to pick up the courier, and it happened that the soy sauce at home was gone, or they brought the children and saw toys and wanted to buy them.
My goal was achieved.
"

After the single amount dropped, some leaders simply chose to withdraw or reduce their energy input.

"There will always be new team leaders coming out to grab the business of our old team leaders.
My wife and I have no motivation anymore.
If we are a monk and hit the clock for a day, let's continue to mix with the platform.
It doesn't matter.
" Peng Pai told "Financial and Economic Stories.
" Speaking of it.

Chen Ming, head of Xiangcheng, Henan, regards community group buying as "insurance" during the epidemic.

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