In fact, whether it is O2O, new retail, or current community group buying. In essence, it is still a kind of online and offline integration, so how can traditional supermarkets do community shopping business?
How do you think about group buying in the supermarket community?
As we all know, Internet companies serve people's daily life, food, clothing, housing and transportation, but in terms of food, Internet companies have made great efforts. In recent years, numerous bets have been placed on community group buying.
Community group buying is a community or community-oriented group buying business, first to meet the needs of household consumption scenarios. In community group buying, fresh food and daily necessities are the most frequently consumed and the strongest purchase demand in household consumption scenarios, and they are also the main categories of community group buying. Taking fresh food as an example, China has a large population, and fresh food is an indispensable element on the dining table of every household. Fresh food is a trillion-dollar market. In recent years, fresh food consumption has grown steadily, with huge room for growth.
The consumers of community group buying are mainly the daily purchasers of household food, mainly female consumers, including married women and young consumers. After years of cultivating O2O shopping habits, they have become accustomed to community group buying under community reconstruction. It can be seen that community group buying has the needs of high-frequency malls, and has broad mall space and prospects. Community group buying malls are destined to be the "battlefields" of major Internet giants.
How to do group buying in the supermarket community?
1. Attract new customers
The key to the early stage is traffic,Whether it is the selection of products or the construction of the entire operation structure, including the promotion with characteristics of implementation and communication, as well as low-cost and high-quality marketing products, it is all to quickly drive traffic, create its own traffic pool, and then promote the transformation within the traffic pool.
2. Supply chain management
Community group buying is often profitable while adhering to the price advantage. This is because it chooses the model of direct sales through channels, which reduces the cost of "exploitation" by dealers at different levels. After reaching a certain scale together, they can further reduce prices and jointly tighten capital, and most of the profits are in their own hands.
3. Head of delegation mode
In addition to being a team leader, the team leader also needs to provide temporary storage and distribution services after products arrive in the community. As far as the method is concerned, after all, it can save the cost of opening a store and delivering one kilometer.
4. After-sale service
Often, lack of understanding of shopping can lead customers to face competitors. To ensure a good understanding of the customer, it is necessary to ensure that there are no problems in every link. In addition to the back-end supply chain, the early community group purchase applet must also have functions such as background processing, LBS positioning, order printing, and marketing plug-ins. The leader of the society is the most critical part, and the business ability and service awareness of the leader of the society can be guaranteed through practice.
5. Expand the scale
The common point of the monthly flow billion platform is that it covers cities in many provinces, which means that scale is the most effective way to increase turnover, and scale expansion can Do it from both broad and narrow senses:
Broadly speaking,The more cities you cover, the more orders you have. Assuming you are stationed in 20 cities, covering 2000+ residential areas, the daily orders can easily reach hundreds of thousands. Calculated based on the customer's unit price of 10 yuan, the monthly traffic has now reached tens of millions.
In a narrow sense, the higher the market share of a city, the lower the supply chain cost. The first step is to recruit leaders to occupy the community, and then further increase the number of groups gathered in a single community. The specific policies are: the number of cluster users and the repurchase rate. Therefore, the approach is to select talented team leaders from the source and improve their operational capabilities through practice.
How much profit does the community group buy supermarket make?
We may often see people complaining about the low profit of community fresh food supermarkets on the Internet or in the media. The average profit is only a dozen points, and the industry competition is particularly strong. But in fact, this is not the case for all of them. Although some community fresh food supermarkets have relatively low profits and only make profits from the gross profit of fresh food, as long as you work hard and establish your own mentality, in fact, the profits of community fresh food supermarkets are still Can be very high.
An insider with 20 years of experience in the industry once said that the average gross profit of a community fresh food supermarket can reach 35% to 35%-45%. If the cost is well controlled , the profit can be even higher. In fact, if you think about it from another angle, if the profits of community fresh food supermarkets were really low, there would not be so much competitiveness. Now there are still many people who have switched to community fresh food supermarkets.
Guangzhou Chiyan Information (WeChat id: chiyanmary) Engaged in the development of community group buying mini-programs for nearly 4 years, with deep qualifications and more professionalism. We have specially developed a small program system for supermarket community group purchases for offline chain supermarkets and small and medium-sized supermarkets, with comprehensive functions and convenient operation.
Supermarket companies can build the Chiyan Information Community Group Purchase Mini Program Mall,Carry out community group buying projects to attract new users, revitalize business, and win back the market.
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