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.
Secondary market institutions no matter single or double bet, or even more bet, although the target is too clear, but also can continue to track.
The institutions in the primary market are a little bit anxious, huge plates, long battle lines, where are the possible participation points?Here are some personal opinions.
Opportunity 1: Regional fresh and short warranty brands
In the past, due to the difficulty in delineating the demand, commodities with high demand for freshness (fresh, all kinds of short insurance) were basically implemented by sacrificing the commodity richness to achieve the retail model.For example, we see that 7-11’s steamed stuffed bun, rice ball and short guarantee bread can only carry dozens of SKUs. If there is a new product, it means the old product will be eliminated. Even so, the report loss of convenience stores is still very serious, and Yonghui, which claims to have only 5 points of loss, only uses other ways to deal with its own in-store and in-warehouse loss.
Under the model of community group buying, each province has its own strategy, and the city owner also has considerable discretion. After users develop the habit of placing orders independently and transfer a significant share of their wallets to the group buying platform, the demand and description of each region becomes possible.
Predictably, we can see the distribution of regional consumer demand, category, grade, SKU, specification, packaging, and the continuity, volatility and ductility of data in the primary central warehouse.The more SKUs you have, the more complete the consumption picture becomes.
Spin time line, as the regional category structure, order data basically stable, fruits and vegetables, rice flour, edible oil, meat and eggs frozen seafood, what different seasons, each subdivision category can sell how much, how to do commodity operating the highest conversion rate, is the national or local native, capacity planning, channel digestion become a predictable thing.