Community group buying red interest disappears?The commission dives, and more and more regiments can't do it anymore

Different from the "circle land", which has made rapid progress in the early days, the community group buying at this stage thought about life for a long time. The money is not easy to make, and more and more community heads want to retreat.

Recently, the reporter learned from the heads of some community regiments that the commissions paid by some platforms to the head of the regiment dive from more than 15%to 2%-3%. "Little" has become the suffering of most people.

The head of the regiment is labor -intensive commission anti -descending

The workload is more and less money. This is the body of many heads.

"Meituan's preferred commission is about 10%. Although Jingxi is 15%, the scale is not large, and the income is not much. Now the commission of buying more food is continuously reduced. 2%-3%. "When it comes to commissions, Jiang Huahua (pseudonym), the head of Duo Duo in Chaoyang District, shook his head again and again. The goods also add a new refrigerator, which can't be returned at all. "

The head of the seemingly no threshold is actually not easy. In addition to providing venues, the head of the regiment also takes the most basic sorting and packaging work. Jiang Huahua introduced that after the goods were delivered every morning, they needed to sort and pack super hundred items, and then waited for consumers to come to the door.

From the information she provided, a reporter from Beijing Commercial Daily noticed that one day on August 28 alone, the number of products ordered by the group had more than 200 pieces, and the total number of SKUs was nearly 100. It took about 2 hours to sort and pack.

There are a lot of money, which makes Jiang Huahua, who also operates convenience stores at the same time, feels lack of surgery and plans to close the group purchase business. In order to retain the head of the group, the person in charge of her platform proposed to raise her commission. "After a few days of income, I could only earn 30 or 40 yuan in a day." Jiang Huahua said helplessly.

The community group buying platform is busy to please consumers while soothe the head of the group, but it is often difficult to balance. For example, the delivery service advocated by the community group purchase platform can make consumers enthusiastic about placing orders, but the head of the group does not want to pay for this "value -added service". "In the first week of opening 'delivery", the single volume increased by about 20 %. "Aunt Wang, head of the Taotao Vegetable Regiment from Chengdu, Sichuan, told the Beijing Business Daily that the business was really better after delivery to the door. "But the order increase is limited."

Aunt Wang introduced to a reporter from Beijing Business Daily that she was running a tattoo shop in Chengdu, and she would not deliver it when there were no guests when they came to the door. "At the peak of the business, it is necessary to do projects for the guests in the store, and to leave time to distribute it. It is really busy, and it will inevitably be delayed by the guests." Aunt Wang said, so the group purchase order began to fall, even It's lower than before.

It is understood that at the end of July, the Taotai Cai Cai was promoted to all the "head" to the platform for free delivery. The scope of the door. The self -lifting point of the service will be marked with the display of the "free delivery". So, how much is the general proportion of the group leader who has opened the "home delivery" business? In this regard, as of press time, the person in charge of Taotai dishes has not yet responded to the Beijing Business Daily reporter.

Community group purchase no longer dying market share

Community group purchase companies may be to offset the loss of the regiment, and also want to reduce the risk of losses as much as possible, rack their brains to recruit newcomers to join.

On the market, Internet giants have launched many groups of group opening tools, such as Pinduoduo's "fast group", Tencent's "goose enjoyment group", Alipay's "Tiantian Tuan" and so on. From winning street shops to providing group purchase tools, in recent years, companies have tried their best to reduce the cost and entry threshold for community group purchases.

"As the indispensable intermediate link of the community group purchase, compared with the upstream supply chain, the head of the group directly faces consumers and directly determines the user's shopping experience." Hu Chuncai, a retail expert, explained that the platform leader as the group is thinking about the head of the group. Access to more offline customers. And improving business requirements and lowering the commission of the head of the regiment is to save costs for the platform.

At the same time, the upstream suppliers also felt the "pick" of the platform. Mr. Xu, a vegetable supplier of Duo Duo, who bought vegetables in Suzhou, revealed to the Beijing Business Daily reporter that since this year, Duo Duo has been buying vegetables. "There are more suppliers in the hands of the platform, the price is higher, and sometimes it will increase the loss of goods." Mr. Xu said.

After all, community group purchases can no longer afford money. According to the second quarterly financial report released by Meituan in August, new businesses, including Meituan preferably, operating losses reached 6.8 billion yuan, and the operating loss rate reached 48%. According to the financial report in 2021, Meituan's new business lost 38.4 billion yuan, while Meituan's annual operating loss was 23.13 billion yuan. It can be said that community group purchase has dragged down the overall profit of Meituan to a certain extent.

Pinduoduo and JD.com are also trying to adjust the community group purchase business. According to interface news reports, this year, the news of the elimination of some agents and optimizing the number of grid warehouses have been reported. The business line of Jingxi also carried out large -scale personnel.

Compared with the past crazy burning of money, the platforms have chosen to withdraw from some businesses, and no longer die of market share. A group leader of Beijing Haidian District told the Beijing Business Daily reporter that at present, there are basically only a lot of food and Jingxi in the Beijing market. "In April this year, Meituan preferably closed the site in Beijing, leaving only a lot of vegetables and Jingxi, and more single volumes of buying food." According to the self -media business, at the same time The delegation also retracted four northwestern provinces including Gansu, Qinghai, Ningxia, and Xinjiang. "The reason why Meituan is preferred to withdraw the city is that on the one hand, it is found that the community group purchase model is not applicable to all cities after market demonstration. The pressure is high. "Zhuang Shuai, an e -commerce retail expert, explained to a reporter from Beijing Business Daily.

Industry: It is the winner to the end

The head of the regiment left the market and continued to lose money. Although "the food is tasteless", the community group purchase is "unfortunate."

Hu Chuncai believes that obtaining profit is not the only meaning of community group purchase.

At least, the project can bring quite beautiful user numbers in the financial report. According to data in the third quarter of 2020, Pinduoduo showed that in the first quarter of the first quarter after buying vegetables, Pinduoduo's average monthly active user net increase was 76.5 million.

Sweetness can be described immediately. Data show that nearly 50%of the number of trading users in the first three quarters of Meituan in 2021, nearly 50%of the incremental increase is directly derived from Meituan preferred. The founder of Meituan Wang Xing once predicts that the community group purchase business will bring 300 million to 400 million new users.

E -commerce flows are topped, but community group purchase can still be one of the sources of offline user sources with stable platforms. According to data from the e -commerce large database "Electric Digital Treasure", the number of community group purchase users in 2021 reached 646 million, an increase of 37.44%year -on -year. Although the growth rate slowed down, the flow volume was still considerable.

In addition, community group purchase is not without retreat. When Meituan preferred to withdraw from Beijing, there was a voice of "Meituan preferred to buy food for Meituan". Although the supply chain models are different, they are mainly fresh products. Zhuang Shuai said that the supply chain of community group purchase can assist the platform's other fresh business lines. "Meituan is preferably to buy food in Meituan e -commerce and Meituan; buy more food for Pinduoduo; Taotai vegetables are for Tao Xianda. , Serve the performance and supply chain system of the main station. "

An insider in Ali told the Beijing Business Daily that at present, the losses of the platform still cannot be reversed in the short term, but the cost of early investment is too high, and the platform cannot jump out immediately. "Although the entire industry of community group purchase is currently under losing money, the platform still insists on investing in money to operate this business, that is, the one who wants to cook until the end is the winner."

"The Matthew effect of the community group buying platform is very strong. When the game of similar companies, there will always be only one winner. The second place can only be a wedding dress for the first place. Living is because they know this truth: Only by living can they become the first place. In other words, only the last community group purchase e -commerce company can survive. "Hu Chun said. (Beijing Business Daily)

Edit: Zheng Chuqiao

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