The grocery shopping battle has reached the "Spring Festival stall", and the marketing of community group buying has become even more fierce

Last year, the community group buying, which has been popular for a whole year, has raged the war until the Spring Festival of 2021.

During the Spring Festival, some vegetable markets and small shops were closed, and the residents' demand for buying new year goods and buying vegetables increased sharply.
The major community group buying platforms, which mainly sell vegetables, are eyeing this rare opportunity to flush orders.

An internal employee of Prosperity Optimal said to Shen Ran that he will not take a holiday this Spring Festival.
The company ran for market share.
Many players waited for overtaking in the Spring Festival curve.

At this time, they should not relax their vigilance.

The person in charge of a community group buying platform in a provincial capital city in northwestern China told Shenran that Meituan Optimal and Duoduomai did not rest during the Spring Festival.
Although nearly half of the group leaders were closed, half of the group leaders continued to operate.
Orange Heart It is preferable to enter the city a year ago, and it is estimated that there will be new actions after the Spring Festival.

During the Spring Festival last year, the epidemic caused an unexpected outbreak of community group buying.
Some community group buying platforms represented by Shixianghui took advantage of the trend to rise during the epidemic.
The above-mentioned Prosperity Optimal employees said that after Wuhan was closed last year, the head of Wuhan made nearly 100,000 in a month.

"For grocery shopping, this year's Spring Festival is not a time to rest, but a time to attack.
"

The marketing battle also started during the Spring Festival this year.
Taobao Maicai brought the Shihui Group to the stage of the CCTV Spring Festival Gala.
Various subsidies were also reduced at the same time.

The consumption boom in first- and second-tier cities triggered by the local Chinese New Year and community group purchases were also carried out.
Go up and get a piece of the pie.

The horn of the community group buying war in 2021 has been sounded.

"Curve overtaking", just in the Spring Festival

"Curve overtaking", just in the Spring Festival

Shopping online has never been as lively as this year’s Spring Festival.
"The Spring Festival does not close" has almost become the standard configuration of group buying platforms in major communities this year.

The highest profile is undoubtedly the Ten Hui Group.
A few days before the Spring Festival, the Shihui regiment slogans "No closure during the Spring Festival" and publicly posted the slogan on the truck.
This is the first time that the Shihui regiment has implemented a non-closing policy during the Spring Festival.
In addition, Meituan Optimal, Duoduomai, and Didi's Orange Heart Optimal also followed up.

The person in charge of a group buying platform in a community in a provincial capital city in the northwest told Shenzhen Ran that the Meituan Optimal and Duoduo Shopping, which have already settled in the local area, are operating normally during the Spring Festival.
Compared with the daily routine, there are fewer pick-up points because some group leaders do not open groups during the Spring Festival.
, But this does not affect the normal order delivery.

Most of the team leaders are small shop owners on the streets of local communities.
Many of them are the bottom merchants of residential buildings.
The shops are very close to their homes.

In previous years, many small shops were not closed during the Spring Festival.
This year, they just did more by the way.

For group buying players in major communities, the reason why this year's Spring Festival is important is because this track truly enters the public's field of vision, that is, in 2020.
The current battle is very anxious.
The top players have not yet widened the obvious gap.

For a node with highly matched needs and highly concentrated orders like the Spring Festival, no player will choose to be absent.
What's more, players who participated fully in the Spring Festival last year have already tasted the sweetness.

The offensive assembly call actually sounded more than a month before the Spring Festival.

In December 2020, Orange Heart Optimal obtained the traffic entrance of Didi APP, and users would see Orange Heart Optimal publicity when they took a taxi.
Then Ali led the investment of Shihui Group's US$196 million in financing, and Taobao Maicai went live.
The entrance is on the Taobao homepage, and Shihui Group is the supplier; one month later, JD.
com launched the community group buying platform "Jingxi Pinpin".

On the day it went online, it opened in eight cities including Jinan, Dongguan, and Shenzhen.

The background at that time was that all major e-commerce companies were pushing "New Year's Day" to prepare for the Spring Festival in advance.
Orange Heart Optimal and Shihui Mission urgently "recognize relatives" and "hold thighs" to obtain new traffic entrances, and are also preparing for the Spring Festival battle.
JD.

com launched its own platform after the investment boom, and it did not want to miss the flow of the Spring Festival.

In this process, Meituan Optimal has changed its strategy, from the early crazy open city to more emphasis on operation and maintenance.
A first-line BD personnel from Meituan Optimal told Shenzhen Ran that since January this year, the speed of the giant Kaicheng's grabbing for the leader has slowed down and started operations, focusing more on the back-end supply chain and warehousing and distribution.

One of the reasons behind this is that the Spring Festival is coming, and the focus of group buying platforms in major communities is no longer the speed of opening the city, but the ability to fulfill contracts.
What is lacking is not the order, but the team leader who can be on the job and the sorting that can work at night.
And the driver who can deliver the goods to the team leader on time.

A week before the Spring Festival, a number of Meituan Optimal BD personnel who had previously contacted Shenran left their jobs by appointment.
At the same time, Meituan has launched a recruitment plan with positions covering receivers, returners, sorters, inventory maintainers, etc.
During the Spring Festival period 440-600 yuan/day, including accommodation + free provision of a complete set of brand new bedding, One day off per week, and the salary ends on the day.

In addition, Meituan also has a supporting subsidy policy for staying at work during the Spring Festival, focusing on subsidies for the past few days from 2.
12 to 2.

The Tenhui Group launched the "New Year Leader Salary Increase Plan", which will award three-day commission doubling rewards to the group leaders who opened the three groups from February 9th to February 12th.

Under the reward, there must be a brave man.
The major players have made sufficient preparations for the Spring Festival in advance, so they have the confidence to launch the non-closing policy and try to overtake the traffic curve during the Spring Festival.

More fierce marketing fire

More fierce marketing fire

To prevent price wars, community group buying platforms began to fight marketing wars, which intensified around the Spring Festival.

On January 11, Orange Heart announced that Guo Degang, Cai Ming, Li Xueqin, and Ma Li will serve as Orange Heart's preferred spokespersons.
In the poster, Cai Ming holds green onions and Li Xueqin holds oranges.
The slogan is "Buying vegetables is cheaper.
" On the 22nd, the variety show "Sister Riding the Wind and Waves 2" was launched.
Meituan Youyou became the chief partner.
In addition, Meituan Youyou announced that Huang Xiaoming will become its spokesperson.
Huang Xiaoming is dressed in yellow in the official poster, promoting the Meituan Youyou.

After Ten Hui Group received several rounds of Ali's investment in succession, its marketing style began to become high-profile.
With Ali, the big benefactor, the Ten Hui Group has also invested more ammunition in the marketing battle with the giants.

This year's CCTV Spring Festival Gala, Taobao once again became the exclusive e-commerce partner, and promoted Taobao grocery shopping on the Spring Festival Gala stage.
The host said Taobao Mai Cai brought 80 million fresh fruits and vegetables subsidies to appear on the Spring Festival Gala stage.
Taobao Maicai is just a brand name and traffic portal.
The actual supplier and service provider are the Ten Hui Group invested by it.
In the posters pushed by the head of the Shihui Mission, the Shihui Mission is always side by side with Taobao Shopping.

Last year's Spring Festival Gala, Taobao brought Juhuasuan, and the strategic mission at that time was to sniper Pinduoduo.
With Taobao's brand and with the potential of the Spring Festival Gala, Shihui Group has become the most prominent community group buying platform during the Spring Festival this year.

In addition to direct exposure in marketing and advertising, major platforms have also spared no effort in user acquisition.
"Full 30 return 30 coupons", "shake 2021 bull luck red envelope", "50% discount coupon every day", these various and dazzling discount activities, exploded during the Spring Festival.

On the one hand, fission is used to compete for users, and on the other hand, the brand exposure is increased as much as possible.
The competition in the community group buying industry has evolved from an early point battle to a brand battle.

A community group-buying entrepreneur analyzed Shen Ran, saying that for most of last year, although the industry was very hot, it was still at a very early stage.
Whether it was a startup company or an Internet giant, the first task was to open the city, For most users, the brand of a group buying platform is not very recognizable.
Users are most concerned about price and convenience.

However, after the development of the past year, at the node of the Spring Festival, the point battle has come to an end.
"The team leader who should be robbed is almost the same.
Next, we must do a good job in the operation and maintenance of the stock and save the looted traffic.
, Increase loyalty.
” So the marketing war began.

Marketing wars often start by inviting celebrities to endorse.
Therefore, we can see that both the Orange Heart and the Meituan have confirmed their brand spokespersons on the eve of the Spring Festival.
Brand endorsements do not necessarily bring about direct traffic conversion, but they are very helpful in enhancing brand recognition and trust.
Ten Hui Group used Taobao to buy food and boarded the Spring Festival Gala, which pushed the marketing war to a higher dimension.

"Card slot" first-tier cities

Another big change in the community group buying industry around the Spring Festival is that the giants have begun to "enter the city" and begin to increase their offensives on first-tier cities.

On January 12, a month before the Chinese New Year, Duoduo Shopping opened its doors in Shanghai.
This event is very special, because in the whole fresh food industry, Shanghai has a special position and is one of the most competitive cities.
This is not only the headquarters of Pinduoduo, but also the headquarters of Dingdong Shopping, and it is also the opening location of Hema's first store.
Fresh food e-commerce here is very developed, and Shanghainese are notoriously picky.
More importantly, Shanghai is a first-tier city.

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