What is the underlying logic of community group buying?

Let's take a look at what happened this year: after the outbreak of the epidemic, all parts of the country responded to the call for closed management on a community basis, and WeChat group chat became an essential tool for people to communicate. At this time, "community group buying" was People who stayed at home sent necessary and abundant ingredients. Under the epidemic, people began to understand the advantages of community group buying. Therefore, the consumption and purchasing habits of users that may have taken many years to cultivate in the past have now been catalyzed and formed in less than a year under the epidemic. Therefore, the epidemic has changed and catalyzed the consumption and purchasing habits of users.

It should be noted here that once consumers are accustomed to a lower-cost and more efficient consumption and purchase scenario, it is difficult to change. At the same time, it will also breed major changes and opportunities in the entire market. Therefore, the underlying logic behind the recent Internet giants' collective entry into community group-buying is: This is a product that everyone thinks has been clearly established, applicable to the general public, and can be widely cultivated and developed. It is just needed and high-frequency household consumption text message service purchases Scenes. 2. Hema officially entered the community group purchase Sure enough, Ali personally ended up doing community group buying. As early as the Yunqi Conference in 2016, Ma Yun proposed the concept of "new retail".

As Ali's new retail ambition, Hema initially aimed at first- and second-tier cities, positioned in the mid-to-high-end market and entering the market with fresh food. Relying on "supermarket + catering", the mode of online ordering, offline pickup, or delivery once became a new retailer. Benchmark. Three years after its opening, Hema Xiansheng has quickly opened 150 stores across the country and has been imitated by various e-commerce and supermarkets. Super Species, 7FRESH, etc. are all considered "like Hema".