Community Group Buying Becomes The Wind Again, Supply Chain Wins The World?

Under the influence of the "black swan" epidemic situation, the "black swan" was affected again. Old players frequently get capital support, while the industry is also ushering in new entrants. After meituan, didi and rookie station, Ali retail express, a fast consumer B2B giant, also appeared in the community group buying track.

Recently, it was reported that Ali retail business unit is preparing to set up a new community group buying department. Zou Zhijun, the head of the Department, will report to Lin Xiaohai, general manager of the retail link business department. However, the retail department confirmed that the business was only part of the business.

According to the above report, Zou Zhijun, the person in charge, also responded that "community group buying is essentially a competition between goods and supply chain capabilities. Small shops are the main battlefield of community group buying, and they have private domain traffic. How to help small stores cash and increase revenue is something that the platform should consider. Retailers have a strong supply chain and goods capabilities, and it's not surprising to get involved in community group buying. "

It is true that community group buying is a competition between goods and supply chain capabilities. Although the head of the group has to face the problem of large flow in the community, it plays an important role in the supply chain.

Let's start with the development model of community group buying: community group buying takes offline communities as the unit, establishes wechat groups online, and recruits community Baoma as the leader. Users place an order after the team leader releases the information of pre-sale and group purchase goods, and then goes to the pick-up point of the community to pick up the goods. In this, the platform provides support in supply chain, logistics and after-sales service.

It is not difficult to see that the start-up funds of community group buying are small, the mode is light, and the use of social traffic is emphasized. The core consumption of group buying is the same as other community consumption platforms.

Fresh products often have strict requirements for supply chain and distribution and other product related operational elements. Especially with the arrival of summer, quality control management has become a big problem, and the supply chain problems are more prominent.

In a word, group buying is the essence of community. In order to achieve long-term development, in addition to price advantage, we also need to have strong quality control management and supply chain accumulation.

In fact, looking back on the ups and downs of the community group buying market in the past year, many of the last players choose to upgrade the supply chain to the strategic position of priority development. Take "ten Hui Tuan" as an example. In May this year, this community group purchase head platform completed C1 round of financing, and said that the financing will be used for the construction of national warehouse distribution and the improvement of supply chain capacity, so as to further improve the efficiency and experience of terminal performance.

It is noteworthy that, according to public reports, Chen Ying, CO CEO of the new company, issued an internal letter after the merger of "ten Hui Tuan" and "you, me, you" in August last year.

The letter pointed out several strategies for the future development of the company, which mentioned that it was necessary to "adhere to the combination with offline stores": offline stores are a more stable team leader service model; the combination of online and offline stores has huge supply chain and flow opportunities; the goal is that 100% League leaders should take care of themselves off-line; 10% of team leaders should open stores; and store type heads account for 70% of sales.

While the community group buying platform emphasizes the combination with offline stores, offline stores are also actively extending their tentacles to community group buying. This time, the entry of Ali retail express also illustrates this point.

As an important place for Alibaba in the field of FMCG, retail link has covered more than 1.3 million small stores. The first thing we need to consider is how to build a huge supply chain for fresh consumers.

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