Wang Fang is the guard of a university teaching building in Hunan. But this year, she has a new identity—the leader of Xingsheng Optimal Group, which is mainly engaged in community group buying business. It has developed 3 groups with more than 700 teams and is the main force of local community group buying. The new crown epidemic at the beginning of the year gave birth to a new habit of online grocery shopping in the community. Following this, the major Internets took a fancy to this blue ocean and started the battle of drainage, money and subsidies. This Internet giant's "grocery shopping war" has accelerated the maturation of this blue ocean field, and at the same time has spawned a rapid increase in the demand for heads. Wang Fang is also a wave in the tide of the times.
However, community e-commerce has not only spawned new occupations, but also a reshaping of the industrial chain. A new model from user orders, source procurement, warehousing, and logistics is being accelerated. It is expected to bring more convenient new ways to the traditional life scene of "buying food".
"Head of the team" has become a giant "Fragrant Pastry"
Chicken Wing Root 9.99 yuan/kg, beef 22.5 yuan/kg, 20 eggs only 5.99 yuan... In the past few months, Didi, Meituan, Pinduoduo, etc. Internet giants have rushed to beach the community and started a price war in the circle of grandpa and aunt. Ali, JD.com and ByteDance have also been rumored to have been launched, and they have been building structures.
However, compared to the past online e-commerce and sharing economy, the main front of the community’s "grocery shopping" economy is not in first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen, but in Hunan, Anhui, Jiangsu, and the three provinces of Northeast China. This is determined by China's "vegetable basket" economy. The grandparents of the
community are one of the main forces of the "vegetable basket" economic consumption, and these groups mainly settle in the second, third and fourth lines. Based on the peculiar human relationship network of the small town economy, sinking users have a more keen awareness of the changes in the "grocery shopping" model, and the news will quickly spread. According to official statistics of
, fresh retail transactions in the Chinese market have exceeded 4 trillion yuan, which is enough to verify the huge market demand. Since the beginning of this year, the major Internet giants have entered the community one after another, carrying out a layout similar to the style of community grouping. Ali’s Cainiao Station, mobile phone Taobao, Hema Xiansheng, etc. are deployed in second and third tier cities, forming a trend of encirclement; traditional offline companies such as Yonghui and Meiyijia have also opened online side businesses and launched online businesses...
community group layout The form of diversified, and the strategy has its own focus. Among them, the two e-commerce platforms of Xingsheng Optimal and Shihui Tuan have broken out and become the "leading players" in the community grouping. Taking Xingsheng Optimal as an example, it adopts the "pre-sale + self-pickup" model to provide services to users. The leader of Xingsheng Optimal is responsible for collecting customer orders and feeding them back to the platform. The platform delivers them to designated service points in the community according to the order volume, and then the group leader Notification to pick up.
During this process, people discovered that the traffic breach of community e-commerce was originally in the head of the group. The so-called group leader is the community hub for community group buying and a transit point for gathering community needs and shipping orders. These group leaders can be moms in the community, owners of convenience stores in front of the community, or aunts dancing in the center of the square. They maintain a high-viscosity relationship with the people in the community daily, have the intimacy of the neighborhood, and bring their own traffic.
On the other hand, the accelerated development of China's urbanization is also brewing soil for community e-commerce. As of 2019, China's urbanization rate has exceeded 60%. In this process, some old communities have been transformed, and vegetable stalls have gradually withdrawn from the stage of history... Yue Lihua, who has run a small shop for more than 30 years, has long been keenly aware of the arrival of the grocery shopping revolution. He said: “As early as 2014, I discovered that some vegetable markets were demolished due to the renovation of old communities. Many residents suddenly lost the place to buy vegetables, and supermarkets had few and expensive dishes. Many elderly people bought them. Food is inconvenient.” The
vegetable market is disappearing, and community e-commerce companies have suddenly become popular again. The rise of the grocery shopping economy has also brought vitality and vitality to the once sluggish community shops. In the past, traditional offline retail stores could only rely on the demographic dividend of the community to make money, but now they have an online economic grasp. The community elders and aunts act as leaders to attract traffic, and small shops have become grocery shopping... It's lively. According to statistics from
, the ancestor of community group buying in Hunan Province has attracted 80,000 small community stores to join in group buying, and there are only 200,000 couples and wives shops in Hunan. According to the disclosure of the "2020 Community Group Purchase White Paper", the market size is expected to reach 89 billion yuan in 2020. Optimizing for prosperityAs an example, it has expanded into 13 provinces, 161 prefecture-level cities, 938 county-level cities, 4777 townships, and 31405 villages, including Hunan, Hubei, Jiangxi, and Guangdong. The number of connected stores exceeds 300,000, and the national average daily order exceeds 8 million. It is expected that the sales will exceed 40 billion this year. And Didi’s Orange Heart Optimal Group has only been online for 5 months, and its daily orders have exceeded 7 million... This shows that the market demand for community group buying is huge.
ebb and flow, the rise of a new thing may be the opposite of the corresponding old thing. At the time when community group buying is booming, public opinions such as "traditional small vendors are unemployed" and "intermediate vegetable vendors can't survive" have emerged. But in the eyes of industry insiders, these two are not contradictory points. Conversely, the impact on traditional industries may also be the beginning of a new revolution. The leader of the
community is just front-end traffic. In the opinion of a senior e-commerce person, the key to the development of community group buying lies in the establishment of the supply chain. In the traditional vegetable market system, vegetable vendors buy vegetables from farmers scattered around and sell them to local wholesale centers. Next, the vegetables are shipped to the market in the suburbs, which is the wholesale center. Finally, the vendors and supermarkets in the vegetable market buy from the wholesale center above, and sell them to you at the stalls.
However, the addition of the community group buying platform has actually changed the original supply chain link.
In this traditional supply transaction link, the price of vegetables will gradually increase in the intermediate links of the turnover, increasing costs, and the rate of increase in the whole link may even exceed 100%. And this cost is ultimately passed on to consumers. At the same time, after many people change hands, the quality of the goods cannot be traced and guaranteed, and there are often negative news such as being good. However, with the blessing of mature Internet e-commerce platforms, the barriers and problems of the past supply chain have been shattered one by one.
is the first order pre-sale mode of the group leader. The user places an order one day in advance. After the order is collected, the platform mobilizes the supply chain and delivers the goods from the warehouse. This can solve the long-standing contradiction between supply and demand, and reduce customer acquisition costs and distribution. Costs and performance costs.
In addition, the intermediate link between the origin wholesale center and the bazaar can be omitted. Community e-commerce companies build their own warehouses, eliminating the cost of intermediate transfers. Major cities have ushered in the warehouses of community group buying platforms, and a large number of logistics warehousing systems are circulating in the cities, forming an industrial chain.
For example, Ali shares in Shihui Group. After screening high-quality merchants, the factory merchant resources are connected to Shihui Group. Suppliers distribute the goods to regional warehouses in batches. Shihui Group goes to the warehouse to pick up the goods and then distribute them to the community. The cooperation between Shihui Group and Liaotong is to directly turn the small stores purchased from Liaotong into the pick-up point of the former, and at the same time guide the flow of small stores to help them increase their operating income.
Xingsheng Optimal has its own set of logistics distribution system, and has built a logistics distribution model of "central warehouse-grid station, store". As long as the supplier distributes the goods to its warehouse, Xingsheng Optimal Logistics System will complete the rest In order to upgrade the consumer’s shopping experience, it controls the quality of goods in processes such as sorting, packaging, transportation, and delivery.
Because long before the community group buying, there was actually a traditional community group buying model. Because of the lack of a large platform to get orders from more sources, as well as WeChat payment transfers, data-based statistical operations, etc., earlier versions of community group purchases did not work. However, with the popularity of WeChat and the mature construction of the WeChat payment platform, coupled with the mature development of small programs and data systems, the mountain that hindered the development of community group buying in the past has been overthrown, and a brand-new supply industry chain is accelerating its formation. It can be seen that behind the "fire up" of community group buying is the development of a new online and offline omni-channel model of products, in-depth layout of the front and back ends of the product supply chain, and the completion of the company's channel supply chain upgrade with the "user experience" of consumers as the center. .
Industry changes have spawned demand for new jobs.
Under the new "grocery shopping economy", traditional small vegetable vendors can become e-commerce platform suppliers or warehouse managers; farmers' markets can also transform. With the formation of a new industrial chain,
has spawned a large number of new jobs. For example, Didi's newly launched Orange Heart Preferred Community e-commerce business has also increased the employment rate behind the skyrocketing order volume. At the end of November, the Women's Federation of Hubei Province, Didi Chuxing and Didi’s community e-commerce company Orange Hearts signed a cooperation agreement to help women’s employment. Among them, Didi will provide women with more than 15,000 Orange Hearts preferred employment opportunities, including community leaders. , Community e-commerce operation and maintenance, etc. MeituanThe preferred plan is to enter Beijing in mid-December, and its direct management needs 20,000 delegation leaders, which is huge. On websites such as Lagou.com and BOSS Direct Recruitment, the recruitment of local staff has almost increased by multiples.
At the same time, with the development of community e-commerce, this plate will become bigger and bigger. For example, if you have the strength to select products in the countryside, build a professional sales network for the team leader, and build a warehousing logistics system, you need to train professionals.
take a long-term perspective. This is not a revolution in urban communities and vegetable markets, but is leveraging traditional agricultural markets and linking rural economic development. The development of community e-commerce allows people in remote villages to enjoy e-commerce services. In the surrounding area of Pingjiang County, Hunan, it is remote and inconvenient for transportation. However, since the convenience store of local villager Li Haoqin has become the preferred cooperative store for prosperity, the elderly in the village can directly enjoy the goods ordered by the children in the city.
While good products are entering the countryside, the "mountain goods" in the village are also going out in this way. In recent years, the Rural Cooperative Economic Guidance Department of the Ministry of Agriculture and Rural Affairs has sought to cooperate with major Internet giants. The purpose is to explore innovative cooperation models between community e-commerce and farmer cooperatives, hoping to carry out agricultural product procurement, cold chain warehousing, brand promotion, etc. Docking and promoting farmers’ cooperative products to reach the community directly.
Some people say that online grocery shopping is actually a trillion-level business, and the chain behind it is an entire agricultural industry chain. But the prospects for this business with unlimited potential are bright. Statistics show that at the end of 2016, domestic large-scale agricultural business households accounted for only 1.9%. It can be seen that China's agriculture is still in the traditional development mode, and there is a lot of room for centralized development.
We can hope that after the community group buying market matures, Internet companies or new entrants may truly transform the entire supply chain, or even transform agricultural production models, and intervene in the process of standardization and commercialization of agricultural products. Farmers can use big data, Carrying out breeding and planting to change the backward production mode; future agricultural products have better traceability, which can guarantee the quality...
But these all need the support of capital. In this way, the fiercer the community e-commerce war is fought, the faster a new agricultural economic market can develop.
