On September 14, 2021, Ali Community E-commerce held a press conference in Changsha, Hunan, announcing that it would officially upgrade its brand to "Taocaicai".
Since entering the second half of the year, the coolness of community group buying has gradually become stronger, and the decline of the "old three groups" has gradually emerged. Life in the same city has gone bankrupt. The second-quarter report of Meituan and Pinduoduo showed that the revenue performance of new businesses including Meituan Select and Duoduo Shopping was lower than expected. Right now, right now. Like food delivery, taxi-hailing country email list and shared bicycles a few years ago, the "burning money" model seems to have ushered in its final chapter again. The difference is that the spoiler "Taocaicai" chose to enter the market at this time.
In the face of Alibaba, which is making a comeback after integration, how should Meituan choose to consolidate its existing dominant position, and where will community group buying go in the future? This article will try to analyze the basic logic of the community group buying industry and the characteristics of products from the perspectives of industry, business model, user value, overall strategy of competing products, business value, product iteration, product structure and operation by analyzing the preferred perspective of Meituan. development path.
1. Industry analysis
Community group buying combines the characteristics of social e-commerce and new retail models, relies on the online e-commerce platforms and offline supply chain systems of major giants, takes the community as the unit, the WeChat group as the medium, and the head of the group as the fulcrum to create a "supplier". The four-party retail structure of -Platform-Group Leader-Consumer" adopts the model of "pre-sale + self-pickup + next-day delivery" to form a new community retail scene with a radius of 1-3 kilometers.
Community group buying was initially fermented in 2018, and under the background of the quarantine in 2020, it developed rapidly and gradually became an indispensable part of people's lives. From budding to crazy growth, to integration and optimization, the development of community group buying is closely related to the influence of macro factors. Next, this paper adopts the PEST model to try to explore the reasons behind different development stages and the industry prospects of community group buying.