We can see the community group buying, basically there are three forms:
1, base-led. Many farmers in the outskirts of the city, their own community in the city to build groups to sell their products, and then drive their own distribution to the community. This is the first generation of community group buying model.
2, supply chain-led. The supply chain enterprises in the market place, recruit partners in the community. Community partners are responsible for operating their own community WeChat group, realize the sale of orders to the supply chain enterprises, the supply chain and then distributed to the community. The product categories, prices, and promotional rules of this sales model are all determined by the supply chain companies, which are the center of gravity of this sales chain.
This is the mainstream form of community group buying, and many offline supply chains have joined in.
3, community-led. The community WeChat group of group owners spontaneous retail, the supply chain is only in accordance with the instructions of the group owners supply. The general offline community store to carry out community sales will use this model. Community group owner as the closest party to the user, the most understanding of user needs, the most understanding of the dynamics of competitors. So this model is "let the person who hears the gunfire direct the gunfire", is the most efficient.
From the base to the place of sale, and then to the community, the management center of the community community sales gradually sunk to the place closest to the consumer.
Future direction of development
Professionalization is the most important feature of the future development trend of the community group purchasing business, specifically in the following three areas:
1, professional players into the field
Crowd to do known as the community group purchasing is from the "small-scale farms + mama "Such a combination of white players started, but in 2018 there are more and more professional players joined the market.
2, product line expansion
OTHELLO is a manufacturer of kitchenware, the products are mainly exported, although in the Tmall opened a store, but sales are very small. This year, we began to supply the community group purchase, the terminal retail price can hit half the price of the supermarket. The sales volume of an event exceeds the sales volume of Tmall for a year, but also do not have to spend money to buy traffic, no accounts receivable.
Community group buying products should cover the full range of family consumption. Although fresh food can attract attention, only the full product can be relied on by the user, into a part of the user's daily time budget.
3, management center of gravity sinking
Mobile Internet gives us a high degree of collaboration online technical conditions, community stores and supply chain as long as *** enjoy a part of the data, you can make the user experience better.
For example, if a community store ****shares its inventory of cigarettes and alcohol with the supply chain, the supply chain can replenish the goods in time, or transfer the goods that don't sell well in the store to other stores, and can also stock up in time for the group purchase initiated by the offline store. Efficient data-based collaboration between the supply chain and community stores (communities) is one of the typical features of new retail.
4, WeChat traffic differentiation
WeChat traffic is a big treasure, with more and more professional merchants to WeChat to do business, WeChat traffic shows a differentiated trend:
Circle of friends: platforms (eg: Pinduoduo) to provide products and preferential mechanisms, catering to the user's motivation of taking advantage of the shopping. This type of purchase mainly occurs in the circle of friends, or in some non-specialized shopping groups.
Public number: platforms (e.g. SEE) provide products that meet the public number fans' temperament, the public number owner provides traffic (fans who pay attention to the public number), and the content triggers the buyer's episodic purchasing impulse.
Now there are also some specialized to other media platforms (such as: today's headlines, jitter, seconds, etc.) of the netroots to provide products of entrepreneurial projects, its business logic is basically the same, we call it the service media supply chain.
WeChat group: Community communities have developed into specialized retail groups where buyers make consistent and stable purchases to meet their daily needs. The transactions that occur in community communities are the most frequent and the most stable, and have become a daily must-visit for a growing number of buyers.
The conversion of friend circle traffic or public number traffic into purchases is episodic; while community communities are specialized retail scenarios, where the group owner builds a group in order to sell goods, and the group members enter the group in order to buy things. Therefore, the community WeChat group is the most valuable traffic source in WeChat.
Small program is a technical tool to penetrate the above three scenarios, not within the scope of our discussion. Now a variety of "small program e-commerce platform", we analyzed the data, can still find that their main source of traffic must be the circle of friends, the public number, the micro letter group one of the three.