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Fruit shop six hundred orchard a pound of car, the group purchase platform is only 30 pieces, and the quality is almost, no bad fruit .
When I received a car cherry purchased online, I have been completely canceled about the doubts of the online shopping platform.
And on the group purchase platform, the low-cost fruit like the car cherry did not do the quantity of limited purchase, that is, only the first exclusive exclusive for only the new talents on the traditional e-commerce platform, nor Many friends can help bargain to get the offer, which means that customers can buy fruits, vegetables, etc. in the price far below the market price.
After the first satisfactory experience, I later placed orders on the group purchase platform, including fruit, snacks, drinks, etc., I didn’t know much more, think that this is the big city leading development. One convenience service project engineering, until I came back to my hometown Ordos Iqi Bazhen, I found that the model of community group purchases had already blooms everywhere in this northwest.
The township, the township, which belongs to the flag area. The infrastructure is also more perfect. From the sale of vegetables, there is a total area of \u200b\u200b295 square kilometers, there are two large-scale basket service centers in the east and west (Yundong Huihui) People’s Farmers Market, Yiqi Basket Service Center), also dozens of or large or small business, distributed in various communities, providing fresh sales services such as vegetables. In addition, there is a fixed-point morning market, almost all of the farmers nearby, driving around two hours a day, take the fruits and vegetables that are planted to the early market, because there is no intermediaries, so The price is also extra cheap.
Overall, the price of the same fresh vegetable commodity is basically satisfied: early market
Small local residents have natural sensitivity to fresh price difference, so every day The morning market gathered a large number of housewives who came to buy vegetables and the elderly, and the temporary vegetables outside the morning time were freshly bought. Generally, the size of the community can go to the community, and there is a lot of purchases of the needs. Home dish basket market. This is the vegetable trading ecology of the county in the county, but this balanced pattern is slowly changed because of the arrival of community group purchases.
Under the impact of online shopping platform, such a small dish is difficult to survive. Image Source: Interface News
My own family has operated a smoking and alcoholic store, located in the west of Azhen, less than 200 meters from Yiqi Cuisine Service Center, in the early years, everyday, everyday, fresh fruits and vegetables, Basically, they will buy it in the vegetable basket market. However, in October last year, a online shopping platform enjoys my store, as a return of 10% -20% of the profit assumption per order. Specifically. That is, the customer will select my store after the platform will be submitted as the self-warmer, the next day by the platform logistics driver to send the door to sorting temporary deposit, the customer arrives, after picking up the goods, my storeThe partial profit of the order can be extracted.
The promotion logic behind
is actually very simple, and the owner of the self-propelled, if you want to expand your profits through this service, you need to guide more people to make an order. Generally speaking, the head of the group will use the WeChat community to guide customers. At the same time, the community group purchase platform will provide online support for the head of the head, and add a group purchase platform assistant to each owner’s community, put the platform. The daily commodity purchase link is sent to the group to attract users to purchase.
After the mother of the group purchase platform, the mother has passed the group purchase and increases the income of about 200 yuan. It is indeed a good thing. After all, consumers bought a high price product. And the head of the head passed a part of the profits through the temporary service, but until I accidentally learned that a business in the food dealers in the dish basket for many years, they began to think about some things behind the community group.
When the vendor is surnamed Wu, when the basket market is still not completed, it has been engaged in sales of vegetables for many years. Lao Wu sells vegetables, like general vendors, is the need to contact the vegetables and quantities in the country, and there are special drivers in the next morning. Due to many communities near the vegetable basket market, the business of Lao Wu is also relaxed, after all, every household has to buy vegetables every day.
However, since there is a community group purchase, the sales dish business is increasingly difficult.
At the beginning, Lao Wu didn’t know how to be less and less, only when the influence of the epidemic, everyone did not want to go out to buy dishes. Later, the daily profit has almost twelve two-thirds. \”If there are still several restaurants to enter the goods from me, I have already collapsed (close).\” Lao Wu also listened to the next stop, I realized that it was the function of buying vegetables on the phone. \”People now don’t have to use it, they can buy food at a point directly, and the dishes are still so cheap, basically follow me The rural prices are almost, who is willing to come to us? \”
Lao Wu said that more than home business is difficult, the merchants in the whole vegetable basket market are less than, in addition to some The business of selling fish is not influential. Others from fruits to vegetables to grain and oil, basically can buy from the group purchase platform, some goods are even lower than their prices, \”people who came to buy vegetables There is a small age, now almost all the old people who will not play mobile phones come to the food, you talk about this, \” The mobile phone will take it away. \”They are now? Such cheaply sell things they don’t lose money?\” Lao Wu intends to see next year’s market, or like this, he will make a lot of money and open a small supermarket ready to go.
What is the development of the community group? The confusion of \”old Wu\” has also become my question.
With this problem, I check it out.According to the information, the community group purchase mainly relies on the three core links \”to attack the city\”, occupying advantages, are more open, build logistics, and price subsidies. At the same time, I also discovered some attention to the operation of the purchase platform from the operation of the group purchase platform.
First, more than the group point, is the \”siege\” technique of group purchase platform. As of early February, there were 20 a group of about 1 km from the beginning of February, and there were 20 a group of self-propelled points. 18 more items were bought from the bottom, as shown in the picture below, almost dozens of meters almost dozens of meters. There is a group of community group purchase platforms, so high-density group settings will naturally bring extremely high repeats, and often have 2-3 platforms to cover a small store.
US Mission is preferred (left) and more buy food (right) self-finite point distribution
My own store has settled in a group of preferred, and people can’t think of it. Later, another platform was promoted to the group purchase poster of the group purchase poster posted by the group’s own store, and the mother was very simple and simple.
There is a link in the middle, which is a business license, but the platform promoter said that there is no need to upload a photo of the business license, and only a group of a group that has been registered on the mother’s mobile phone. Upload the platform of the platform of the platform.
From the results, this review cost is extremely low, and it takes about 10 minutes to set up a self-warming point, and it also reflects the speed and quantity of the group purchase platform.
However, from the procedure run level, there is a small vulnerability, whether the goods are supplied within the operating range of this self-propelled point itself? Is it grid? These are actually a risks of tyrannical risks in simple covering the logic of simply destructive speed and promotion.
At the same time, high-density group layout further compressed vegetarian, vegetable living space, even for the original operation, it also needs to face the group purchase platform. Competition of goods, current group purchase platforms have not yet involved in the field of smoking and alcohol, fresh meat category, in addition to this, offline all business overself have faced price threats from group purchase platforms.
For the head of the head, once the time you enter the platform, you can make more logic of the propaganda, you will have a promoter of the platform, and the group purchase platform is recommended to the loved oneside, neighbors Using, more people become users of group purchase platforms, even heads, this intensive cloth is finally returned to the head, how to ensure that the passenger traffic of the platform has become a daily problem, and finally fall into a kind Extremely concealed \”payment\” self-consuming.
Secondly, the group purchase platform cooperates with the logistics company to build a special logistics line, connect the entire industrial chain through platform-working operation. There is no doubt that in this modeComplete high quality supply chain system is an important factor constituting the core competitiveness of group purchase platform, and the most ideal state is as shown below: Do a good job in the optimization of the supply chain, so that minimize the level of agents at all levels can be Master greater pricing voice, ultimately achieve low cost mode from end to end.
Community Group Buying Business Model (Anxin Securities Research Center)
It can be seen in the figure that the key to supporting the rapid development of community group purchases is logistics, which is obvious to see an efficient and stable The importance of logistics transport lines for group purchase platforms.
Chatting with a group purchase platform, the driver is chatted, in the author’s hometown, dozens of groups have gave three drivers through the slide area, one of which is a 50-year-old couple. The goods, the driver salary is 5,000 per month, which seems to be a high level in the local area, but in fact, it is actually unstable workload cannot match, for the driver, not only need to send goods from grid Each store, you need to sort, contained, and make sure you don’t miss it. Simultaneous The driver jokes, they are now like a takeaway rider on the opening charter, with an average of more than 400 stores every day, the goods are delivered late to be embarrassed, the goods will be mistaken to be, the goods do? The problem also has to drive the black pot, this is not tired, it is actually very hard.
Although the delivery driver is only a ring on the community group purchase, it is also the most important ring. Many consumers often conscious this, how to guarantee the distribution of the delivery driver. Efficiency and quality, not simply use the rewards and punishment mechanism, which is a problem that needs to be renewed.
Finally, the maximum factor that drives consumers using community group purchases is the ultra-low-cost merchandise, and some products are even lower than cost prices. In the community group purchase mode, more and more consumers become users of group purchase platforms, and gradually form consumption habits. The following table is the price of some goods in the hometown investigated on February 8. Sort by price dimension, basically meet the community group purchase
Iqi Town February 8th Price
Customer chatting with the store in the store found that in addition to the price, attracting them to order this advantage.
There is a pair of foreign work in the customer who don’t plan to go home this year. It plans to help clean the health in various communities. It doesn’t have time to go to the supermarket and the market in the day, and I have learned the community. After the group purchase, I downloaded three group purchases on my mobile phone, and I have to buy some daily necessities and vegetables every day. It is understood that they were in the workWhen I moved the runner, I just squeezed out a little time to go to the market purchase. Since the customer who became a group purchase platform, I haven’t been to buy vegetables for more than a month.
Although several cases may not be accurately summarized, this fresh story is more convincing than data: the customer and platform have formed a relatively stable consumption link. But does this consumption link sustainable? Can customers always enjoy low-priced goods, convenient services?
After this, there is less than the platform’s calculation, especially after the Internet giant is involved, first through the formation of price advantages, expand user groups, crowded a market share, and when there are only few people left in community group purchase market. In the future, when the merchants in the early market, the merchants in the vegetable market will become less and less, the pricing power may be in turn to become a tool for giants.
Mobile Internet era, similar cases we have actually not blamed, from sharing bicycles to takeaway to taking a taxi … They have a shared behavior logic behind them. At the end of last year, \”Don’t remember a few bundles of cabbage, a few pounds of fruits\” and the regulatory \”nine\” policies, plugged in the past community group purchasing low-cost dumping strategy, but the platform’s coupon Subsidies and spikes various strategies have turned into the tricks, which is the same for consumers. After all, it is visible, \”wool\” that touches.
Fresh vegetables are a necessity for everyone’s healthy life, which is involved in people’s livelihood issues, and the emergence of community group purchases has broken the existing ecological balance.
Taking the county city in the pen hometown as an example, before the community group purchase, there are many options: I want to save time, choose a small community in the price of the price; I want to choose the distance. Far morning market and vegetable basket market; if the needs are folded, go to several large supermarkets.
But now, the balanced pattern is broken, the community group purchase is cheap, convenient, for the traditional fresh vegetable retail industry, its appearance brings to the anti-victim strike, especially in the development of the first-line city The speed of northwestern county, people have strong accepted in new things but is very reflective, and face \”new retail\” in the Internet, how much is the strength of the old Wu? But no matter how to judge, the \”cold water\” in the end of last year, \”cold water\” failed to cast a community group such as the fire, and the rivers and lakes of the sold vegetables were still crowded, and they were confusing.
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