Following the "Leader" to buy Caijiazhuang community group purchases to create new models and new features

Community group purchase is not a new word. It once entered the cold winter after the e -commerce giant capital was "ebb". This year, the community group purchase of Shijiazhuang City is "fire" again. Local chain supermarkets, small convenience stores, husband and wife shops and other community stores have poured in this field. Facing community residents to initiate group buying vegetables, fruits, daily necessities and other activities, to buy community groups and buying and buying and buying and buying community groups and groups. The combination of traditional retail builds a new ecosystem for community retail.

Since the beginning of this year, community group purchase brands such as "Xiaoxu to Home", "Zhuangli Group", "Miaomei Neighbor" and other community group purchase brands have developed rapidly and growing up. Industry attention.

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New faces emerge in community living circle

The number of physical group purchase stores has increased

"The head of the group, Xiaolongbao wants a copy."

"Okay, no problem. Xiaolongbao is cut off, the number of orders has been sent to the factory workshop. It is expected to arrive tomorrow afternoon."

"Notice from the goods on August 11th, yogurt, cabbage, beef jackets, longan dried, and softener are all arrived. Everyone comes to get the goods. Fresh should not be stored, you should eat it fresh ..."

On the morning of August 11th, the manager of the "Xiao Xu home" Zhai Dongdian replied to a member's WeChat in the WeChat group, and the products they arrived on the same day were displayed in different areas of the store. WeChat.

For WeChat groups like this, 100 stores under the "Xiao Xu home" have an average of six or seven WeChat groups per store, covering a 500 -meter community around. "The owner of each store is the" head of the regiment ', and it is also my partner. "Xu Yaoning is the founder of the group purchase brand" Xiao Xu's home "community group purchase brand. After that, his focus was on the brand operation, and he looked for group products for the purchasing needs of the community. After each issue of the group product is determined, push it to the "head of the regiment", and then promote the community WeChat group of the store; customers who need to buy a dragon will report it in advance; Coalition.

Since the beginning of this year, community group purchase stores have sprung up around the communities of Shijiazhuang, and have become a new face in the "one -minute clock". Some communities even have two or three different brands of community group purchase stores. Some of these community group purchase stores are independent stores, and some rely on small convenience stores or couple stores to operate community group purchase. No matter what form of business, it is more popular, especially at the peak of the evening get off work. Essence

"It is cheap and convenient to order food from WeChat! My recipes in my family follow the types of vegetables purchased by the community." The elderly Niu Jianmin, a resident of Jiahe City Community, is a loyal fan of the community group purchase group. Vegetable prices, found that community group purchases should be about one -third of them, so she recommended the WeChat group of community group purchases to many neighbors. Later, everyone often went to the store to pick up vegetables together.

In order to increase the credibility of the product, when the heads of the group and the production workshop inspection group products are also sent to everyone, such as the fairy peach with a hanging branch, the yogurt packed on the flow line of the workshop, the farms Eggs just collected in the chicken house. "Fresh groups from the fields to the heads of the regiment, the fastest one takes only four hours." The owner of a community group buying store told reporters that this is also the biggest difference between the community group purchase of the e -commerce model community group purchase The people can understand the source and true appearance of the group product, and can interact online with the "head of the group".

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"All things can be group"

Group products follow the needs of community residents

"In today's live broadcast room, I want to hear what everyone wants to buy, let's talk casually!"

"Xiao Xu, the beef's beef in the last time is good, when will you make a group?"

"Jufeng grapes are out of the market. Children at home have long wanted to eat. You go to find goods."

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Each video of Xu Yaoning was extremely lively. As soon as he started, the old customers talked familiar with it. Unlike other merchants, Xu Yaoning's live broadcast room never sells goods. He only asked the guy what he wanted to buy, what he needed, and recorded everyone's ideas one by one to find the direction for the next group product.

"Each shop's" regiment head "'s" bring the goods' ability to bring the goods' is stronger than me. They can pull more than 2,000 people to enter the WeChat group buying group and sell 10,000 kg of cabbage within a day. "Xu Yaoning laughed, of course, the price of cabbage, the price of cabbage, the price of cabbage Very low, 0.1 yuan per catty, basically "loses money and drink".

"We don't pursue high gross profit, and we need traffic. Because only in this way, the cost of our group products can be pressed to the minimum, and it is possible to win the lowest market price to the people. The group purchase has the psychology of "benefit the people" and closely walks around the needs of the people. "Every time we have to consider, the people have bought our things, saving money. There is no heart for profit, and I think community group purchase is impossible to succeed." He said.

In this regard, He Haifeng, an investor of the community group purchase brand "Miaomei Neighbor", holds the same view. This brand adopts the method of "concentrated by single -store stores" to quickly obtain traffic around the community. It has risen rapidly in various communities in Shijiazhuang City. In the later period, it also relies on high -cost group products to retain customers.

The format model of the "head of the regiment" based on the number of orders on demand, which has also achieved zero inventory and reduced losses. This also solves the development problem that plagues many physical retail stores. Innovation. In this model, the head of the regiment leader has a short cycle. Each group of buyers can directly obtain profits, and the cost can be quickly recovered in a short period of time, which effectively achieves cost reduction and efficiency. Today, the group products of "Xiao Xu to home" are both vegetables in the fields and foods produced from modern advanced food processing production lines such as Junlebao and Gu Yan. Under the gradual mature operating model, the category of group products is still expanding, and services are continuously improved. In response to the needs of summer travel, the "head" of "Xiao Xu's home" has organized two tourism activities to Tibet and Laishui. High cost -effective prices and services have attracted many families to sign up. Recently, the maintenance needs of residents of community residents, Xu Yaoning is preparing to set up a political service team to allow everyone to easily solve the problems of home appliance maintenance.

The store is not only group products, but the community is not only group purchase. The community group buying store in Shijiazhuang City is focusing on the economic model of the community store, building a "one -kilometer economic circle" with stores as the core, with community residents as the core, with fresh and living essential products as the core category, housekeeping services, eating, drinking and playing, etc. Life services are extension categories, creating a family life solution for "all things can be groups".

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Create new retail scenarios

Future development prospects

"Xiao Xu's home" and "Miao Mei Neighbor" and other community group purchase stores from the local area have continued to grow and grow, which has attracted the attention of the industry in the country. The industry praised Shijiazhuang as the innovative capital of community group purchases, and said that "this rhythm that has been scraped throughout the country from Shijiazhuang."

Not long ago, at the ninth community group purchase industry conference held in Yichang, Hubei, Xu Yaoning and He Haifeng also shared their own group store development models as special guests. Examine the community group purchase business.

The store of "Xiao Xu to Home" has been expanded from Shijiazhuang to Beijing -Tianjin -Hebei. New stores in Tianjin, Baoding, and Hengshui are opening a store; the "Miao Mei Neighbor" plan will be incubated nationwide in the future. Explosion that can be incubated.

At the same time, such a group store model has also led to the innovation of the supply chain, and the group batch of groups and group purchase applets for community group buying came into being. Retail stores such as North State Supermarket and 36524 Convenience Store also accelerated the operation of community group purchase business. Together, the new wave of innovation of community retail was set off.

This model has also triggered the industry's thinking. Some experts analyze that the future of community group purchase should be a combination of "online platform+offline entity" and can include the business model of inclusive entities. "Community group purchase can increase the traffic for the store, which can not only be diversion, but also enhance user stickiness, but also promote the growth of the real economy." A person in charge of a supermarket operation said.

"In this channel of goods from warehouses to consumers, commercial innovation should spend more effort to achieve communication with the community and the smooth logistics links." Some experts believe that the new community group purchase format model of Shijiazhuang City is a one is a one. The business model with shorter links, higher efficiency, and lower costs is creating a new retail scenario for community -oriented, and the future development prospects are broad.

For consumers, the advantages of community groups are cheap and convenient compared to traditional retail. Especially for the sinking market with high price sensitivity, cost -effective is the most powerful killer. Some experts point out that while the price is cheap, community group purchase must also adhere to quality and lead the quality improvement, so that community group purchase will maintain a strong vitality, stand firmly and grow in the wave of consumption upgrades.

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