2 Community group purchase withdrawal “ sequelae ”

source ： Open a pineapple （ID：kaiboluocaijing） author ： Jin yuyu edit ： AI Xiaojia

6 End of month , Cheng Wei was “ graduation ” 了 .

Last two years , He witnessed the whole process of his community group buying platform from massive expansion to contraction . This time, , He was followed by the whole business line “ Optimize ” 了 .

A group buying entrepreneur said about the contraction of community group buying “ No accident ”,“ Capital Group ”（ Include “ Old three regiment ” Thriving optimization 、 Life on the same journey 、 Ten Hui regiment ,“ New third regiment ” Meituan optimization 、 Buy more vegetables 、 Orange heart is preferred , And panning vegetables 、 Jing Xi pin pin ） The way to play is to spell who has a large flow 、 Who burns more money . last year 7 month , Start up companies live together “ crash ”, This year, 3 Since the month , Orange heart is preferred 、 Shihui group was exposed to be shut down , Jingxi collapses on a large scale ,“ Sooner or later ”, Because it can't compete with meituan 、 The main station traffic of buying more vegetables , Nor can they burn money .

up to now , The third regiment is left with “ Single seedling ” Thriving optimization , There are similar voices in the industry ,“ The overall situation of community group purchase has been set , Victory belongs to meituan 、 A lot of spelling ”. but 4 Since late month , Meituan is preferably exposed to evacuate from many places in the northwest and Beijing , Buying more vegetables is also exposed “ Shut down and turn around ” Site , Several inefficient groups were shut down or merged .

From outbreak to retreat , Community group buying has gone through three years ,“ Who's next to evacuate the city ？”“ Is community group buying ok ？” Compared with these conjectures , The head in it 、 supplier 、 Relevant principals of warehousing and distribution companies and platform parties are more concerned , Rapid expansion may produce “ sequelae ” problem .

Community group buying is like a huge and precision machine , After three years of high-speed operation , When the switch is suddenly pulled down , The core gear of this machine has to face the following problems ：

1、 How should tens of thousands of commanders “ place ”？

2、 What should suppliers and grid warehouses do ？

3、 Who else can the platform ask for profits ？

01

The head of the city ：“ Wake up all night , The platform leaves , Group chat dissolution ”

In the near future , Head Bi Lei experienced an unprepared withdrawal from the city .

She also operates two community group purchase platforms , One of them withdrew from the city on the same day , The turnover of another family rarely exceeds 1000 , Her single day income on a single platform finally broke 100 .

But she was not happy at all . A platform retreats , For her , Not only is the income cut in half , It also means the commission that the left platform is willing to pay 、 Reward , May continue to decrease .

The goods of Bi Lei's house are piled up at the door

In some areas , The market share of community group purchase has been relatively concentrated . Take Beijing market as an example , Senior practitioners who pay attention to community group buying 、 Xu Dong, general manager of a start-up company 4 I did research on Beijing market at the beginning of this month , In terms of order volume , Buy more vegetables first , Meituan preferred the second .

And the head's income continues to decrease . Xu Dong learned , There are about 15000 A regimental commander , Most people's monthly income is 1000 element -3000 Yuan between , Only 10% About more than 5000 element .

Of the head's income “ The ceiling ” Maybe it's more illustrative . He mentioned , The largest head of Chaoyang District in Beijing , One day receiving 1000 Pieces of , sales 7000 yuan , Average Commission 6%, The daily income is fourorfive yuan , The monthly income is in 1.5 All around , And this receiving scale generally requires two people to participate .

Buy this machine in the community , The head acts as the driving force of gear operation , What we earn is sales commission and new rewards . This role is not just distributor and waiter , Online pull new 、 Build group , Offline pick-up 、 Tally 、 Handle returns 、 Feedback on product quality , Be responsible for everything . Most of the leaders are individual merchants , Take your own small stores, such as small supermarkets 、 The laundry is the pick-up point , There are also some leaders who are owners of low floors , Your home is the pick-up point .

How much money , It depends on the order volume of the head's responsible area 、 User volume . This forms a situation ： The head of the team generally serves as multiple platforms , Having energy or help “ It's basically what you do ”, In the same group, push the links of each family to the members .

When the platform successively withdrew from the city , The income sources of the heads of all regions are less , Commissions and incentives are also reduced .

Liu Li's memory in Foshan, Guangdong , She was the first to make nest fresh kitchen under Fengchao , The commission ratio has reached 20%, During this period, we will make qianxianhui （ Later, it was merged by Tongcheng life ）、 Ten Hui regiment 、 Orange heart is preferred 、 Jing Xi pin pin , Pull new rewards to get soft . After these platforms shrink , She began to do meituan optimization 、 Buy more vegetables 、 Prosper, select and search for vegetables ,“ The current commission ratio can barely reach 10%, Some company 5% Not even ”.

For the current commission proportion of the head , The number Xu Dong learned is 3%-8%.

if “ A pay cut ” It is a general trend in the past year , The platform retreats , From the head's perspective, it was overnight .

A group leader recalled her experience of the platform's withdrawal from the city . The day before yesterday she noticed ,APP It shows that the number of stations in the community decreases one by one ; That morning , See the delivery driver asking about the situation , The other side just said ,“ All goods are tested for nucleic acid , It will be a few days before business resumes ”, here APP Cannot place an order ; In the morning 10 Some more , There are staff members in her group who announced that they would stop operation , Then the group was disbanded , Almost at the same time , She received a message from official account ,“ The service in this region is temporarily suspended ”.

More than a thousand kilometers away in Xi'an, Shaanxi , Fang Na is not surprised at the retreat of the platform .2020 In the first half of the year, she began to be the head of the team , Have worked on almost all local platforms , Whenever a platform retreats , Return goods 、 After sales problems need to be handled for a while .

For the platform , retreat , It's going to be quick , As Cheng Wei said ,“ The platform withdrew from the city , There is no need to place the head , As long as it doesn't affect the normal withdrawal of the head .”

02

Neglected partners ： The grid warehouse has not returned its capital , The supplier shall clear the warehouse at a loss

The platform is removed , The regiments may recover soon , After all, the investment is not too much , Maybe it's just a freezer .

Warehousing and distribution companies and suppliers , Not so lucky . In the machine of community group purchase , This is relatively easy to be ignored by end consumers 、 But the two gears, which are highly invested and operate day and night .

The community group purchase platform does not participate in the purchase of goods , Equivalent to one “ The mediation ”. We placed an order on our mobile phone the day before , You can pick up the goods at the nearby pick-up point the next day , During this period, the circulation process of commodities is , Central warehouse - Grid bin - Self raising point .

The central warehouse of the first transit link is built by the platform , The platform will generally build one or two central warehouses in each region or city （ In addition to prosperity, the preferred layout of shared warehouse - Outside the central warehouse , Other platforms only own central warehouses ）. The second transit grid warehouse , Built by storage and distribution company / Lease and operate .

The whole process , Major commodity transportation 、 sorting 、 Terminal distribution , Basically, it is completed by suppliers and storage and distribution companies , And most of the work is done at night . 

When the platform retreats , What is waiting for them ？ 

An expansion manager who used to be responsible for the performance of the grid warehouse on the community group purchase platform told kaipineapple finance , The platform is before withdrawing from a city , Generally, the grid warehouse will be notified about one month in advance , And depending on the situation “ Give a little compensation ”.

“ Be a storage and distribution company of grid warehouse , It's worse ”, A local logistics practitioner said to kaipineapple finance , The initial investment of a grid warehouse is hundreds of thousands . The bulk of the cost is to build and manage the grid warehouse , There are also drivers 、 Piece rate salary of sorting personnel . The revenue is mainly the delivery fee paid by the platform per piece , And some subsidies .

He said , In the past two years , Basically, 50% to 70% of the grid warehouses are at a loss , Grid warehouse owners are trying their best to save costs .

Both leaders mentioned , The reason why I voluntarily give up some platforms , It's because of the delivery process “ Too cheap ”. The head of the delegation gave an example , When the driver delivers , Do not put frozen products in the incubator , But put it in an ordinary basket like other products , It greatly affects the quality of goods , It is easy to cause returns and even complaints .

since this year on , Some sustained losses 、 Grid warehouse owners who lack motivation are already looking for new ways . The above local logistics practitioners have noticed , There are warehouses 、 There are some bosses of local logistics , It has become a partner of chain community stores , Or build your own urban distribution network system .

Suppliers are also implicated . According to media reports , Life on the same journey 、 After the withdrawal of the city, Shihui regiment , The supplier came to ask for payment .

As one of the gears that supply this machine to the community , The benefits of suppliers are , Planing platform 10% about （ Different platforms 、 The specific deduction points of categories are different ） The sales income beyond the deduction of goods , Risk is inventory and transportation costs . And the suppliers who stock up , Inventory cost 、 The pressure of capital turnover has been great .

From the competitive level 、 From the perspective of improving profits , Suppliers cannot escape hoarding .

The operation of a group buying platform of a community revealed , The main suppliers of all platforms are the same , Who does the platform cooperate with 、 Exactly how to cooperate , It depends on who the supplier supplies first . What the platform needs most is large quantity 、 Suppliers with complete products .

We all know that things bought by community groups sell cheaply , To have sales , It is necessary to appropriately reduce the price of terminal sales . And in order to get a lower purchase price , In order to share the transportation cost 、 Ensure that each city has enough orders , You have to purchase in large quantities .

A supplier who supplies nuts to the community group purchase platform mentioned , Stocking is the basic of suppliers “ Quality ”. The platform side and China Merchants will not promise to go online every day , You need to sign up every day , Therefore, it is difficult to estimate the stock volume . The stock is insufficient , The purchase price may be high , There is too much stock , Maybe two days after it goes on the shelves , Products will be classified as “ Pit production ”, Business invitation is not allowed to sell , It is common to find other channels to clear the warehouse cheaply .

Once the platform is removed , We can imagine the blow to suppliers of all sizes . A supplier of FMCG to the community group purchase platform said , The temporary goods in stock had to be liquidated at a loss , First half of this year , Continue to transfer to the discount warehouse 、 Discount Store .

03

platform ： From turning attack to defense to breaking arms to survive

If we say to withdraw from the city , For the gear on the machine of community group purchase, it comes to an abrupt end , For the platform side , It is the closing action after completing the withdrawal deployment .

From a national perspective , The withdrawal of the platforms began from 2021 year , That is, the State Administration of market supervision 2020 At the end of the year “ Nine no ” New regulation , halt “ Selling vegetables for a dime ” After low-cost drainage . But the subsequent withdrawal continued , The accepted reason is , Each family invests 10 billion yuan every year , Paying expensive tuition , But it can't bring scale profits .

“ New third regiment ”2021 I haven't finished it for years KPI. According to the 《 A bit late LatePost》 reports , Meituan preferred target 2000 Billion GMV, Finalized 1200 Billion ; Buy more vegetables 1500 Billion , complete 800 Billion ; Orange heart preferred target 1000 Billion , But the business didn't last until the end of the year . And the goal of panning vegetables 1200 Billion GMV, Only about 200 One hundred million yuan .

Speaking of the grid warehouse for transit 、 The distribution of terminals is outsourced , Where is the loss of the community group purchase platform ？“ In addition to terminal distribution , Other links , All platform parties should participate , Especially price subsidies .” Xu Dong concludes , Community group buying should cultivate users' usage habits and loyalty , No price subsidy, no order , No order, no data , No data, no investment . 

If you want to stay on the card table , Investors must see the possibility of profits , Find a way to the machine “ gear ” Want profit .

A merchant who supplies to the community group purchase platform revealed to kaipineapple finance , since this year on , Not only the discount of many categories of goods is increased , The platform also requires suppliers to subsidize prices .

The head's income and platform 、 City 、 Regional correlation , But almost all regiments , All complaining “ Be squeezed ”“ Don't make money ”. Three leaders of the community group purchase platform said , The Commission is reduced 、 Less reward , Many old regiments have left . Feng Lili of Wuhan, Hubei Province witnessed the two years from the outbreak of community group buying to the collective contraction ,2021 In the second half of , She successively evacuated from multiple platforms ,“ The rules of these platforms are adjusting in one direction , Reduce the Commission of the head , Desperately let the head pull new ”.

The last gear lacks power , It will bring friction to the next gear . As a machine builder , The platform needs to oil the gears irregularly .

for example , Some platforms try to borrow tools , Improve the marketing efficiency and order placing rate of the head .

Zuo Lin, product manager of a head community group purchase platform, introduced pineapple finance , The platform burns money in front , Expand as far as possible to non radiated communities , And the head of the group is more in the affected communities .“ But we noticed internally , Many regiments lie flat every day , A more active head , I will take some photos and send them to my circle of friends .” Fang Na is a typical example , In the past , Actively operate the community , Set up a point system 、 Irregular free activities , This year, we will allow the Buddha department to place orders .

The head of a community group purchase platform, BOLUO finance, said , The head of Duan Weigao has used the platform to create his own private domain . One was selected by meituan 、 The person in charge of Ditui company, the head of the recruitment team, said , Yes IP The head of the team receives high profit goods from the outside , Or do high margin business , No longer earn money from the group purchase platform .

At the end of last year , Zuolin was once in charge of a marketing tool , For the head pain points , Help them release their circle of friends with one click 、 A publicity tool to improve the order placing rate , The feedback data after application shows “ The result is right ”.

There are benefits , But for the giant platform, it is of little value . From the end of last year , The broadsword of the platform finally cut itself . The community group purchase business line has become a disaster area for layoffs , No capital group can be spared .

Community group buying is a window of high-frequency traffic , It can innovate the original platform at a very low trial and error cost , Multiple combinations with business lines .“ It's just , The golden age is over , When the environment gets worse , Big companies can't benefit from this , Continue to waste huge manpower .” The first quarter of this year , Zuo Lin was followed by the whole business line “ Optimize ” 了 ,“ Sixty to eighty percent of the whole line was cut off , Just keep the people who maintain the operation ”.

Last , Let's see how the giants have been tossing around for three years , How about the current war .

Combined with the statements of many community group purchase platform participants , Judging from the current market share of the national region , Buy more vegetables first , Meituan preferred the second . The seats of the eldest and the second , Compared with the previous year , However, the war is still fierce in some regions . The strong area of buying more vegetables is still the sinking market , And the Yunnan Guizhou Sichuan region ; In Central China 、 Some cities in South China and Northeast China , Meituan's preferred single quantity is still dominant .

“ Future opportunities belong to those who can afford to lose money 、 A platform that looks not too ugly .” Xu Dong concludes .

After a two-year long hurricane , Now more than half of the platforms have been shut down , This big retreat is not over yet , Maybe , More hidden “ sequelae ” It will slowly appear .

* The inscription comes from unsplash. Respondent's request , Cheng Wei 、 Fang Na 、 Liu Li 、 Feng Lili 、 Zuolin is an alias .