Chinese e-commerce giant "volume" after the community group purchase, began to "volume" community group purchase。

new mode

In the past two years, the community group buying model has become popular in Chinese social networks.。In community group buying, the three niches of supplier, head and consumer are involved.。Specifically, the supplier provides the goods, and the head of the group opens the group purchase on the WeChat applet to attract consumers to buy the same item with good quality and low price.。Among them, the head of the group is divided into the head of the group and the head of the sales, the head of the group through the group to earn commissions, suppliers can also be their own head of the group;。

According to the data of the "Fast Group Industry Insight Report for the First Half of 2023" (hereinafter referred to as the "Fast Group Report") released by the third-party organization, the market size of the above-mentioned group purchase model will reach 200 billion yuan (RMB, the same below) in 2022.。Among them, "fast group" by virtue of free, efficient and convenient function advantages to quickly attract users, 2022 GMV close to 150 billion yuan, more than 1 million leaders every day to open a group to sell goods, accounting for nearly half of the market share.。

The rapid rise of the fast-track group, including the model behind it, is associated with a shift in behaviour on the Principality and among consumers.。

Take Kuaituan, for example, for suppliers, there is no need to pay the same entry fee as before in Taobao, Jingdong and other platforms, a key to open the group, the threshold is low.。It is reported that the fast group now does not charge any fees to the head of the group, the head of the group only needs to pay the six thousandths of the fee required for WeChat withdrawal.。In addition, fast cash withdrawals are more attractive to suppliers, allowing them to make quick withdrawals.。After the consumer orders to pay, the money immediately to the merchant's fast group account, the merchant can also withdraw at any time。

For consumers, the low price of community group buying is an important reason to attract them。The emergence of this community group buying model to some extent caters to the phenomenon of consumption degradation.。The Express Mission report mentions that the Express Mission platform focuses on affordable goods, with 55% of the missions priced within $50, 85% of the missions priced below $100, and 91% of the missions priced within $150.。

In addition, compared to before, you need to click into the e-commerce platform software to buy goods, the community group purchase model allows the majority of consumers to brush the circle of friends to buy things, the process becomes more simple and fast.。

According to the fast group report, this year, the fast group above the explosive products to create the law is basically: brand goods + welfare prices + straight hair。The concept of brand deepens users' trust in the quality of goods, welfare prices create a point of purchase for users, and straight hair allows users to avoid waiting.。The report also mentions that clothing bags, gourmet drinks and skin care are the leader's favorite categories for the first half of 2023.。

New Battlefield

Public information shows that the fast group is affiliated with Shanghai Dream Information Technology Co.。After the great success of Kuaituan, Pinduoduo announced in May this year that it would stop all services of its private e-commerce platform, Group Buy, encouraging sellers to move to Kuaituan.。

While group buying in communities such as Kuaituan continues to grow, other e-commerce giants are also beginning to get involved in the field.。

Recently, Meituan launched a "group buy buy" applet on WeChat.。The model of the group buy buy is similar to that of the fast group, which also includes three roles: the head of the group, the head of the gang and the members.。The head of the group can be a supplier, selling his own goods on the "group buy buy," or a non-supplier, in the United States group or a third party to find the goods you want to open a group for sale.。

In terms of group opening process, fee collection, group buying function, etc., group buy buy and fast group are similar.。But it's worth mentioning that Meituan has also made a fusion of community group buying and community group buying.。After the success of the consumer group purchase, in addition to the choice of express logistics and distribution, you can also choose to pick up at a designated location near the location.。

In the case of highly similar applets, the rest is to attract traffic.。It is reported that group buy buy to attract new users, a total of subscription red envelopes, surprise red envelopes and new people's first single red envelope three types of red envelopes。At the same time, all the functions in the group buy buy applet are provided free of charge to the head of the group.。

The main operating company of the group is Shenzhen Huang Xiaodou Network Technology Co., Ltd., which is also the development company of Meituan Preferred APP.。According to Meituan's financial results for the second quarter of this year, Meituan Preferred's operating loss widened in the second quarter from the previous quarter, and the company said that Meituan Preferred is still in the stage of scale expansion and needs to continue to invest in subsidies.。and stressed that the company remains confident in the long-term potential of the business。

In addition to Meituan, Jingdong has also been involved in the field。Jingdong's footsteps are earlier, last year launched the "Dong Dong Tuan" small program, but at that time the role of the head of the Dong Dong Tuan adopts the directional invitation system, its suppliers are Jingdong self-employed and POP store merchants.。In September this year, the "Dongdong regiment" carried out a comprehensive upgrade。It is understood that the new version can provide more quality goods selection and higher commission income for the heads of the。

A new "battlefield" has emerged, and now Pinduoduo has taken the lead and seized most of the market share, whether the latecomers, such as Meituan, can "grab the food," let us wait and see.。