The reason why community group-buying is regarded as the efficiency victory driven by supply chain lies in intensive demand reverse procurement, bundling the flow reach and flow operation ability of the leader, which greatly saves the performance cost and improves the performance efficiency.The distribution cost of a single order is about 0.8~1 yuan, which is a structural change and brings great imagination space and carrying possibility.
Community group buying can support the low order model (which is why the comparison at this stage is based on the number of pieces on each platform).
First of all, the real running through the fresh the category, and can be expanded to the living room, kitchen, toilet scene consumable, impulse purchases, hoarding of goods, plan, under the guidance of reasonable, the user can be completely this platform as a similar taobao platform, platform on a day to take a look at, buy one, spend more than a dozen pieces, in exchange for deterministic “need to store pickup walk” and “absolute price lower than traditional business channels and stores”.
So habits are formed, then go round and round, then community group buying becomes the core supplementary channel.
“Community group buying next year must be a big loss, but no one can afford to lose”.
For Pinduoduo, community group buying is a crucial issue affecting pinduoduo’s survival, with strong strategic determination and determination.
Pinduoduo’s basic plate itself lies in low-line cities, fresh agricultural products, general merchandise around kitchens and bathrooms, and highly overlapped with the core group and category of community group-buying. However, the order frequency and sinking degree of Pinduoduo is not as good as community group-buying, and the two are competing against each other.
Moreover, Pinduoduo found that it is more effective and easier to understand a user’s needs, experience and recover users with the help of a point in the community than to do a good after-sales service of e-commerce.The future does not exclude:
(1) Pinduoduo gets involved in the business of offline stores, gets through the suppliers of its main stations, and forms a nationwide and extremely sinking network;
(2) pinduoduo go to their own corner of Meituan local life.
For Meituan, community group buying is a channel that cannot be lost in the high-frequency portal.
Their share of takeout has grown from 70% to 80%, but there are still 600-800 million users who don’t know Meituan. They don’t even use taobao, they don’t even need to return goods, they don’t need to buy many, they think it’s fake and shoddy, and the quality is poor.With a certain level and a relatively stable price/quality ratio, they can stay on the platform and form the forward flywheel of platform GTV, order volume and user number.