We dive a "group" for a week, reveal the truth of the "50 % off" of home appliance group purchase

Picking / Su Yan

Edit / Tiannan

"The flagship store sells 12999, and the group purchase sells 6999, which is half cheaper."

"I'm really curious, how did they get the goods."

In the era when the new consumer investment queen could not get just needed food, and for help to the chief of the community group, the community group purchases fiercely brushed. With the ease of the epidemic, the supply of the head platform is sufficient, and the community group purchase also cools down quickly.

Unlike community group buying, home appliances and home group purchases have been hidden in the past two years. The unit price is tens of thousands, and the price is much lower than the official channels. Spectrum? How is the brand side and e -commerce platform on group buyers? Where does the leader dug from the regiment have a pit for consumers?

In order to find out the curved around the home appliance group purchase, "Financial Story" joined a number of group purchase groups. After consulting and interviewing the relevant parties, they finally decrypted the supply of home appliance group purchases and traffic passwords.

Two skin purchased by home appliance group

"X Dong's self -operated straight hair, brand square manufacturers straight hair, after -sales joint insurance and other brand services are uniform!"

The head of the group vowed, and the price was only half of the e -commerce platform or brand flagship store, which was "fragrant" than when e -commerce promoted. If you are catching up with the new house decoration or when buying an appliance, are you very exciting to see such a propaganda?

Whether it is a little red book for grass or the knowledge of grass, there are many powerful group purchase accounts with powerful circles.

"Financial Story" adds the group purchase party WeChat after entering the group, and found that the logic of the group is different. Some of the groups are built according to a certain product, as well as the whole product of the group in the order of the group (if there is scarce group products, the product group will be built again), in the product group), in the product group). After asking the sources of each family carefully, I got a few different (head of the regiment) mode:

1. The supply is from the e -commerce platform. It is mainly a white electric product with a high unit price of refrigerators and washing machines. Buyers place orders through WeChat Mini Program Group Buy Tool Express, and they will invoiced by group buyers Encountering tickets), the e -commerce is shipped in various parts of the e -commerce, and different brands have different installation service providers.

2. For example, the little swan washing and baking suit, which is interested in the author of "Finance Story", the flagship store is priced at 12,999 yuan, and the group purchase price is only 6999 yuan. It is said that Suning will be shipped. The warehouse is not in stock and needs to wait for the goods.

3. The supply comes from the brand. Similar to the net red brand XX washing machine, XX multifunctional pot, etc., mainly small appliances such as kitchen appliances and home appliances. It is known as the cooperation with the brand. Essence Because these small household appliances are not high in unit prices, general group buyers will pass gifts, etc., and give buyers benefits. There are also some rafflers and praise incentives.

4. The supply of e -commerce flagship stores from the e -commerce platform or the brand. It will obtain commissions for e -commerce platforms through this link and give up some commissions to buyers. This kind of small -scale and dependent group purchase of fan bases is not high and not particularly cheap, but compared to the first two types The risk is much small.

When the author of "Financial Story" talked to the former two group purchase groups and sent Zheng Xin (pseudonym), a staff member of the well -known home appliance brand marketing department, he said: "From the beginning of last year, we (brand business) paid attention to home appliance group purchase. Especially the type of connecting the dragon with the fast group. The price is even lower than the e -commerce promotion. At the beginning, I was also curious. How did they get the goods? "

According to Zheng Xin, most of the businesses similar to the fast group are not Internet practitioners, but offline dealers.

There is an unwritten rule in the home appliance industry, and e -commerce models and offline models are slightly different. Offline stores, salesperson will explain brainwashing, there is no sales on the offline model, and the quality of online products is not good.

The reason is that in the past, the home appliance brand relied on the dealer model to distribute from the first -level agent to the third and fourth -level agents. Try to maintain the increasingly fragile relationship between the brand and dealers through different skin exchange methods such as online and offline.

In the game of e -commerce and dealers, the latter has gradually discovered some opportunities for new consumption, such as joining the e -commerce platform to become an offline physical store operator of the latter.

And offline dealers can flexibly use the form of group purchase when they fight against the line of resistance to give a seemingly preferential price. Most of the supplies behind this are selling goods across regions and channeling.

According to an industry person who once worked in a certain brand channel department, the brand has different discounts to dealers at all levels. Even if there is only a 2%spread, as long as it can take the amount, the profit is considerable.

In addition, if the brand's task to the dealer is too high, or the reward is large enough, the more the dealer sells the more you can rush to the return point, and you will be willing to subsidize some discounts and return points in the form of low prices to ensure that this should be guaranteed to this to ensure that this should be allowed The product's considerable sales in the dealer's area.

At the same time, you can also place an order from the e -commerce system, and get the return and repurchase through the "token price" of a certain e -commerce platform (similar to the commission of live broadcast and bring the goods), and at the same time, part of the profit is given to the buyer.

The so -called "token price" is the wholesale price of the above -mentioned e -commerce platform to the offline home appliance franchisees, which is usually lower than the retail price.

In this way, the same dealer company can represent many brands and can become an e -commerce franchise store. The previous solution can sell online store models, and the latter solution can sell online models. There is a small wind (a pseudonym) (a pseudonym) of a community "the first person of the white electricity with goods", and it also explains another model of the dealer's return point. Usually during the 618 Double Eleven, (For example, during the Double Eleven period last year, the Taobao Alliance will transform the goods with a unit price of more than 2,000 yuan, and give the subsidy reward for 100 yuan per order.) When it is sold, it can take the opportunity to take the opportunity to wool and pour the left hand. The way to swipe the order in the right hand, sprint GMV, and get a high rebate. "The platform opens one eye and close one eye on these practices.

Yan Yulan (a pseudonym), who had been engaged in e -commerce business in a community, mentioned that during the Double Eleven of 2021, three users who were responsible for the delivery business appeared in the business. During the promotion of the event, nearly 10 million a certain brand of appliances were sold, with the commission of 500,000 goods, and the number of transactions reached 3,000, 500,000 commissions plus 300,000 returned, with a total income of 800,000.

She rationally speculated that this was a show of the dealer's self -directed and self -directed. As a profit, this 800,000 yuan will be sold for some profits to reduce prices, which is also a cost -effective trading for dealers.

For these gameplay, Zheng Xin is not surprised, "The group purchase side is very wild. For the brand, the channel is taboo, and the price is upside -down flagship store, which also affects the brand's sales system. Group purchase, action will be taken if necessary. "

Hidden risks behind Zhenxiang

"You have a need, I have channels, you save a lot of money, I make a small money." Han Dong is the new owner who has just received a house in Shenzhen. After seeing a lot of "explanatory texts" for home appliance groups, you start to be tempted. Can I have no brain in?

The research and development of "Financial Story", the risk of home appliance group purchase model is hidden:

Question 1: It is difficult to prevent the possibility of stepping on the pits and the return machine; however, if it is a manufacturer's delivery or the e -commerce platform is shipped, the possibility of the official turnover is lower.

Question 2: It is difficult to ensure after -sales. At present, most brands are directly installed on the official 400 phone number. The after -sales is also official. As mentioned earlier, some sources of supply are regional "channeling". If you are fined or canceled, buyers cannot enjoy after -sales service.

Question three: No invoice, fake invoice, invoice amount or the project does not match the purchase of goods, a invoice for N people, and the issue of yin and yang invoice. In detail to put it in detail, if the group buyer is ordained through the agency model like "token prices", the invoice you get is actually the "0.01 yuan" E card consumption invoice. This is because the group buyer is the e -commerce platform as the e -commerce platform. Franchisee, settlement with the platform through the e -commerce platform E card. Although the amount is 0.01, it can also be warranty.

However, group buyers generally hide the channel and issue invoices of group purchase companies to buyers through their own companies. Whether this invoice can enjoy after -sales service, different brands have different methods of handling.

Question 4: There is no reason to return and exchange difficulties. Some group purchases do not support returns, because if the group buyer (also an e -commerce platform franchisee) uses the above "token price" to place an order for the participants, and the return and exchange will affect the weight of the franchisee; another reason will be Yes, the group buyer and the e -commerce brand signed a collection contract, while the group buyer issued the invoice of the group purchase registered company for the participants. It is similar to the reincarnation invoice of the "token price".

Question 5: Delivery time is difficult to guarantee. In a group buying group lurking in the author of "Financial Story", some buyers send the order number that placed the order two months ago to the group chat, and question the organizer, when can it be shipped, similar to the case that is not shipped. It's not uncommon.

Of course, if you feel that the price is really fragrant, it is necessary to buy the following homework in time to identify:

First, depending on the company's qualifications, reliable group purchases are mainly operated by the company. Through the company's inspection and Tianyancha, the company's basic situation and scale can be found;

Second, search for word of mouth online, of course, now make a certain scale of group purchase, and you will also find a lot of users to write a review "cashback" or hire a water army. It must be reliable;

Third, the lurking community observation is discussed. If there are many users discuss and feedback, even if it is exposed to certain problems, it means that there are real users; fourth, see the payment method, if it is Alipay, WeChat transfer, two -dimensional two -dimensional, Those who collect the money can be pulled out of the black withdrawal; the regular group buyer will still choose a more reliable fund guarantee method;

Fifth, look at the after -sales and ask the invoice. If there are after -sales groups, a single ticket is proved to be professional.

The operating of the group buyer is "cat -greasy"

The home appliance group purchase model still seems to have advantages. It is really difficult to play in private business, but it is really difficult to acquire customers and establish a community.

The author of "Financial Story" and Han Dong who recently collected house collecting houses all found a few more active group purchase accounts through search and consulting the home appliances on each platform. After WeChat, go to the group smoothly.

After entering the group, it was found that most group friends entered the group path. Although the background of the group buyers is not the same, almost all customers come from the content platform.

Group buyer 1: X -sugar groups with accounts with accounts in Xiaohongshu and Zhihu. After investigation and inquiry, they learned that it is a company that is the company's home improvement supervision. The group purchase business of home appliances and home improvement belongs to its derivative e -commerce business. This type is a regular army with a certain background. Group buyer 2: The dealer far away in Yunnan, the X -ray group with the fast group as the main ordering tool, currently ranks second in Yunnan Province. Zheng Xin (employee employee of a white power brand marketing department) After carefully looking at the product's product, it can be a 300+ units for a small swan washed and baked for a small swan of 10599 yuan. Ability is really possible. " "Financial Story" checked the relevant information and found that a wash and baking kit for a TOP1 of a certain e -commerce platform last year was only 5,874 units, and TOP2 was only 2500+ units.

Group buyer 3: Identity is similar to a group buyer 2, but the scale is not large. The main "token price" purchasing purchase of the e -commerce platform is insufficient.

How does the group buyer attract users from all over the country and successfully drained to the private domain? "Financial Story" found some greasy.

Routine 1: Suspected to buy and sell mature traffic accounts. For example, the main user of the aforementioned X electric group is a source (recently a certain book user joins the community). On this platform, the X electric group is an active account with 1.4W followers. Strangely, the account is in Before the first half of 2020, the content was involved in the field of digital and home appliances.

After July 2020, the above accounts began to output the content of the home appliances frequently, and the "good thing recommendation" card of the platform was added to start with the goods.

The company's search showed that the company behind the group buyers was registered in November 2020. Beginning in December 2021, the aforementioned account was officially renamed the "X Electric Group" and has been operating so far.

According to the timeline, the style of painting style and writing style is not the same as before and after. The author interviewed Liu Xiaolei for a platform to operate. "This situation is likely to have an account number. Different, some target accounts for diversion private domains are more difficult to numbers from zero to one, which will save a lot of accounts to buy a lot of accounts. However, the platform is actually prohibited in private trading. "

Routine 2: Putting advertisements. Liu Xiaolei explained that through gray transactions, it became a number of fan bases, and then put on community drainage through Shang and Guangdou. This is the operating routine of many group purchase accounts.

Routine three: explosion, scarce drainage. In a few days when I entered a certain group, the XX refrigerator was mentioned many times in the group. It turned out that this refrigerator has been out of stock. I want to buy this refrigerator for the buyer. False) Publicity, and asking the group to ask, unfortunately, the group buyers did not have inventory.

It is a point that can save one point. From the Hundred Regiments to the community group purchase, the people bring the goods, the group purchase continues to update the gameplay, trying to solve the problem of eating, wearing, and living, home appliance group purchase is just one of the epitome.

In the field of home appliances and decoration with high unit price, online group purchases led by offline dealers are gradually transforming, but group buying merchants fish and dragons are mixed. Trust, making private domain shopping a habit is not easy to solve.

In addition, the above -mentioned group purchase merchants also face other pressures. For example, the brand will strictly investigate the regional channeling, and e -commerce may also have no intermediate merchant model for the "internal order of the community, the brand side". Platform KOL cooperates to cut off private domain group purchases by directional returning commission and other methods.

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