Community group buying is a kind of shopping and consumption behavior of resident groups in real living communities. It is a regionalized, niche and localized group buying form based on real communities.
Through the preferential activities in the form of group purchases provided by the community shops for the surrounding (community) residents, the country email list shops can promote the accurate publicity and consumption stimulation of the core customers, realize the rapid improvement of the regional popularity and reputation of the shops, and have a significant effect on the marketing of the shops.
At present, fresh products, as high frequency + rigid demand, are an important source of traffic for community group purchases. The operating model is mainly to pre-sell online one day in advance. Customers place orders in Weibo, APP, and small programs in advance, and then go to the community leader to pick up the goods the next day, mainly to meet the needs of household consumers to buy fresh fruits.
The business model of community group buying consists of platforms, group leaders and community residents:
Group buying platform - group leader: The platform provides support for goods, logistics, and after-sales services for the group leader, and the group leader charges a commission of about 10%;
Head-community residents: The head of the group uses his own private domain traffic to establish community operations and recommend products to community residents;
Community residents-platform: Residents place orders for products through the platform app or mini-program, and the platform provides after-sales services for residents.
Source: China Merchants Securities
Community group buying is a business model of fresh food e-commerce. Fresh food e-commerce also includes platform mode and pre-warehouse mode:
Platform model: The platform provides consumers with home delivery services by cooperating with offline supermarkets, retail stores and convenience stores.
Front-end warehouse mode: The platform is self-operated, and fresh products are stored in front-end warehouses near the community in advance, and delivery is arranged immediately after users place an order.