Author: Yan Jie, new retail business comments on senior editor
"Community group buys backside of rich play chess, it is to want rate, still want deepness? It is to destroy, be still innovation? Be still innovation??
Community group is bought was pushed crossroad, it is to attack, be to retreat?
Recently, having a flower the contain community group of oil of boil of move bright and beautiful, blaze is bought, was spilled a cold water. In " People's Daily " comment article -- " remembering with concern only discharge of a few jins of a few bunches of Chinese cabbage, fruity " -- under billows, "Eat melon " acoustical rise from all directions.
The net passes A in, beautiful group, go all out great wait to all express to will exit community group to buy business, immediately collective comes out to refute a rumor; In the meantime, the report says, much home supplier already expressed to be bought for community group. Be in " look empty " the where the wind and the waves are highest that community group buys, jing Donghao casts strategy of 700 million dollar invests flourishing actor to choose.
Last when community group buys trade of Internet of consumption be consideringed as " golden mine " , accordingly, big plant people ball cartridge of gun of carry on one's shoulder and come, this give no cause for more criticism. And what retail gentleman cares more is, in backside of this rich play chess, enter bureau person people competition is to want rate, still want deepness? Community group is bought is to destroy, be still innovation?
Colonel is not cannon fodder"One day rises by wind, rise steeply 90 thousand lis " , the regimental commander that somebody describes community group to buy so people. Nevertheless, also many sound think colonel will reduce the cannon fodder of platform eventually, just did not arrive get rid of sb as soon as he has done his job when.
Interview observation according to retail gentleman, colonel portion of this a suit, in doing not have fokelore already so bright, also be not miserable become to all cannon fodder. Now, below the mad position that buys in community group, colonel people circumstance each are not identical.
The first kind, be fast shaping colonel.
Inn having the door can be become colonel, be this kind of colonel " hold a post " qualification. Door inn bosses are willing to become regimental commander, also have each abacus each.
Some bosses think, current community group is bought making price war, it is the optimal node that has extra dividend, their door inn type more slant service, be like lottery dot, barber shop, dot sending water.
And some bosses are for hitchhike -- when promoting platform product, take advantage of an opportunity promotes the goods in him inn. "Let platform grab the trade with its, enter as bureau, grab together. " the shopkeeper that one village gives birth to little convenience shop is young intelligent, tell retail gentleman.
Notable is, normally, this kind of colonel does not grow into bureau time, help a person, build group, crash to receiving platform to sell goods to wait to be adopted law. What refract from which is, community group buys the current situation of a host of demons dancing in riotous revelry-rogues of all kinds running wild.
In battle royal of all corners of the country when, become first " puppet troupe " become true regimental commander again, it is the strategy of this kind of colonel.
The 2nd kind, it is the channel part such as dish bird dak colonel.
"Express drainage is a foundation, do bad group to buy otherwise. " prosperous brother says so. Prosperous elder brother is the boss of dak of bird of a dish, in addition, still hold the colonel of 4 community platform concurrently personally. Prosperous elder brother thinks the group buys business again the appreciation that fire also is door inn only, those who do is the thing that perfect, the group is bought change the discharge that should rely on collection express to take.
Prosperous elder brother has the discharge base of benign loop already, can assume order to close again, the function such as hair, carry out hind, can say, it is the colonel on real significance.
From the point of more long-term point of view, this kind of colonel is born in digitlization infrastructure namely over the extreme base that content spreads, it is retail digitlization permeate " the day chooses child " .
The 3rd kind, it is private colonel. Enter when tycoons bureau when, private colonel also appeared dividing line, some transition embrace platform, some holds to him to do; Somebody passes very moistly, somebody reduced cannon fodder however.
"After platform comes in, worse and worse to was done. Same category, we are not afraid of than goods, those who be afraid of is rate of exchange. Even if be the price difference of two wool money, everybody can feel you sell expensive. But transition platform money is bad also to earn, you think, the bean curd of money of the turnip of a money, 9 wool, raise a point again high-energy a few moneys are there? " Wen Wen spits groove to retail gentleman.
Wen Wen since on the bosom 2 treasure, hold two or more posts concurrently while the home brings child become private regimental commander, promote a few local speciality occasionally, it is the money that supplier of a few this locality provides occasionally.
After the tycoon is bought into bureau community group, her transition becomes the regimental commander on platform, although platform order clinchs a deal the amount is good, but have only group and the Wen Wen that not good at operation safeguards, everyday profit also with respect to many 30 money.
Wen Wen tells retail gentleman, after waiting for 2 treasure to ablactation, she should break away from the abyss of misery that the group buys, go going to work afresh.
Laurel elder sister is different. Because there are 3 groups to buy small letter in the hand group, and buy change rate is very high, platform is entered bureau did not cause an effect to her not only, can tilt to more award instead.
Current, GMV of a month can accomplish laurel elder sister 100 thousand ~20 10 thousand, and without hire pressure, if will calculate according to 10% commission, she every months of income 89, this is in 34 lines city is not decimal eye absolutely.
Laurel elder sister and Wen Wen are two models of platform of private colonel fight in some places one by one. Nevertheless, also have not the private colonel of transition, they are certain want a company only group in him hand, doing difference of kinds or types of goods to change is competitive. However, retail gentleman discovers, private colonel not transition comes is not to want to be manacled by platform, more important bottom gas depends on, the group buys the avocation that is them only.
"Round better gets the world " , this is considered as community group to buy one of successful way more or less, the reason is very simple, there is flow in colonel hand, in the meantime, solved " open to booking + carry oneself " community group buys the core in mode one annulus.
The rise that flourishing actor chooses, different level land proved from central storehouse, to reseau storehouse, arrive finally colonel (three paragraphs) it is one of optimum solution that solve a storehouse to match efficiency. Colonel is accordingly indispensable.
Then, big plant people entered to the contention of colonel turn white-hot level, they in succession exert all over skill, step the convenience shop that broke community periphery, doorsill that washs dot of hair inn, chophouse, lottery.
Such contention still can continue.
On the whole, in colonel at present the level that return commission did not appear malign competition, of every platform carry a dot to be stabilized in 9%~11% .
Nevertheless, lie across before colonel will be brutaller end fall into disuse, data makes clear, a 500~1000 door village, meeting keep 2 colonel, and deserving at present to compare is 5~10.
Can foreknow, it is under competitive law, the Matthew effect of colonel will appear, prosperous elder brother and laurel elder sister such colonel will be more competitive.
Want rate, still want deepness?Platform operation: "Without giving thought to outstanding achievement how, have 4K base salary, should be grabbed only went. Should be grabbed only went..
User: "1 minute of money a bag of salt, 1 wool money an orange, these days to the top of one's bent pull up abb. These days to the top of one's bent pull up abb..
Traditional businessman: "Price war, my this business also did not have a law to live. My this business also did not have a law to live..
Above is community group in buying circuit, the different aspirations of different role, what can see Internet big plant from which is consistent make a way: Burn money to grab the market, fast battle quick decision.
The person do poineering work of a domain giving birth to delicacy tells retail gentleman, if platform not allowance, community group buys the guest unit price that achieves 20 yuan or so but gain, but, be in the phase that burn money at present, the dish price that community group buys is lower than traditional market retail price 20% , this is meant, a 5 yuan commodity, sell go out to have a deficit 3 yuan.
"Course of study of electric trading company has 4 great opportunities at present: Unripe delicacy (the category that electric business still makes bad) , below the line (new setting and new flow) , gregarious (new flow is logistic) , sink (new electric business user) , it is the core capacity that community group buys covers range entirely. " Chen Ying of CEO of 10 groups luxurianting growth once located community group is bought so.
Depending on the high frequency, setting fixed position that just wanted, community group buys line of business of trading company of phone be consideringed as " the last La Hai " , make the contends for surely land of Internet big plant naturally, the competition that belongs to next heavy markets again among them is most intense, the amount from colonel accountable everything.
According to " new sell on commission " show with the data of institute of negotiable securities opening a source, current, community group of the city bought colonel amount to achieve under 4 lines 46% , the colonel amount of 3 lines city is 24% , the community group that exceeds 70% buys colonel to reach the following city in 34 lines.
Sink the market is the increment that tycoons search, before such opportunity, everybody unwillings to lag behind. Their enter bureau, ignited the flames of war that community group buys again.
However, apparently seeing community group buy is high frequency, just needed, high gross profit, from will for a long time look, posed enormous challenge to supplying catenary, management, capital and brand advantage however. This also is its are mixed share bicycle, take a taxi, outside sell wait for the place with endless and same pattern.
Pattern is bought in community group in, need breakthrough is the following two core element:
It is convenience sex above all. The core of convenience sex depends on time and distance going up " short, smooth, fast " .
To advantage is gained on time, community group buys honor the agreement mode already from daily actor delicacy " before buy storehouse + deserve to send immediately " , iteration chooses for flourishing actor " three paragraphs " , the gist that changes among them is to honor the agreement of efficiency rise.
It is a product next. The product is retail essence.
At present community group is bought more focusing at sinking the market, relative to character, price sensitivity user is in the majority, accordingly, it is good that its product wants quality not only, and even cheap. However, the product giving birth to delicacy that community group buys has high loss again, not easy mark is tasted change wait for a characteristic, accordingly, match to cold chain warehouse, accuse to taste, control a lot of segment such as goods, having the demand of high level.
Visible, community group is bought is not one can pure rely on capital drive explode paragraph mode, involve industrial chain link among them much and complex, and among them Internet and technology cannot replace a lot of link.
Recently, beautiful round actor chooses businessman be exposinged to the sun to sell on platform disturbance of porky of experience epidemic disease showed an issue adequately. How does platform control money, it is problem place.
This shows, community group is bought, want to have rate already, should have depth more, this is essential live law.
It is innovation, still destroy?Community group is bought is not strange thing.
Driving a car, on equipment a few goods, enrol a colonel, the ground is done to push in every village, do an activity to give property 300 money, sell village owner goods next, this was 2016 the embryonic form that community group buys. However, swarm into this to affect the people's livelihood when the tycoon " food basket " when, dropped the eddy of price war.
"Community group is bought is a slow business originally, need is supplying catenary back end to make great efforts, but, the end of Internet tycoons accelerated the development of the industry, this among them, inevitable meeting has a few unusual action, place is not had when recruit colonel for instance need not its extremely. Come so, they threw into confusion original order, place oneself of course of study of to give way at confusing order in, this is unscrambled very easily to be by the masses destroy. " a personage inside course of study tells retail gentleman.
From of old, big fish has small fish live law won't be changed. But, is Internet buys dish pattern to innovate to still be destroyed after all? Is community group bought whether implementation " fall this synergism " ?
If cannot promote complete link honor the agreement efficiency, promote storage capability, let tripartite of platform, consumer, supplier gain profit, so the value that this one mode exists remains deliberate.
According to relevant grind newspaper data shows, the tradition gives birth to UE of bright cable business (monomer economy model) entire chain honors the agreement cost is in 25%~30% , community group is bought through honorring the agreement the model is optimized, cost drops for 10% the left and right sides (if consider what colonel carries to honor the agreement,the function is 15% the left and right sides) , meanwhile, community group is bought still can spend through promoting week of rotate speed considerably, realize efficiency promotion.
Apparent, this is the value kernel that community group buys, the place of its innovation is arming at coming with digitlization, informatization agriculture, service the people's livelihood -- came true truly this, just be the meaning seat that community group buys.
As to the price war between the tycoon, what retail gentleman wants to emphasize is, what the competition of past Internet industry goes all out is capital, operation, service, these variable had been changed nowadays.
See sth used to one's own advantage first. In the pretty barren period that Internet develops, tycoons can buy the market through burning money, win out quickly; And community group buys a medium A nowadays in, Beijing east, spell great, beautiful group, drop, of which lack capital add hold? Beyond question, capital is not competitive dot.
Will visit operation again. Battlefield is bought to go up in community group, each platform or expedites veteran, or author heads a group personally, divide almost the same harder than spelling operation nature.
Say to persuade Wu finally. Understand according to retail gentleman, at present each group buys platform to be able to realize a second to retreat on the problem after carry out, colonel need not capital of pay for sb and expect to be repaid later. In addition, the respect that raise a point is fast also, at any time and place 24 hours can be carried now. The position that Internet service had reached to mature relatively.
Eliminate after afore-mentioned competition are variable see not hard, the user stickiness, deepness with service business is bound calm, and the synergism of platform just is the important variable that at present group of tycoon competition community buys.
For instance, because the physics of epidemic situation is kept apart, education had the habit that food buys on subscribers feeder, community group buys ability to be able to shine brilliantly. How promote an user answer buy, will be competitive dot next.
Can say, the competition that community group buys just opened build, fall into disuse to still can continue, heat is discussed still can continue.
Now topic: Participate in community group to buy, what is what you value most?
