What kind of existence is community group buying? Will it be the next “didi” or “eggshell”? Is the argument that the Internet giant’s march into community group buying is bound to monopolize Tenable? What are the real anxieties behind the group buying disputes? < / P > < p > in the recent week, public opinion has been paying more and more attention to community group buying. Related topics with “community group buying” as the keyword frequently rush to microblog hot search, among which “will community group buying take away the livelihood of vegetable vendors” has read more than 247 million. < / P > < p > compared with the previous taxi fight, take away fight and bicycle fight for traffic entrance, some public opinions worry that the Internet giants will repeat the same old trick: first, they will take the low-price dumping strategy to occupy the market, then “squeeze the market with traffic” to squeeze the survival space of middlemen “vegetable sellers”, and then deprive the terminal consumers of “freedom to buy vegetables”. < / P > < p > what kind of existence is community group buying? Will it be the next “didi” or “eggshell”? Is the argument that the Internet giant’s march into community group buying is bound to monopolize Tenable? What are the real anxieties behind the group buying disputes? With these questions in mind, Xinhua Daily Telegraph reporters visited the new and old vegetable markets, vegetable buyers, and professionals to carry out multi-dimensional analysis, trying to uncover the true face of community group buying behind the disputes. < / P > < p > “post-90s” Li Meng is a young mother. She works overtime until 7 o’clock every day. When she gets out of the subway, she has to travel 2 kilometers to the vegetable market to buy vegetables. Now with group buying in the community, she just needs to place an order from the “team leader” and take her ordered dishes home in the convenience store at the gate of the community. < / P > < p > “I saved 2 kilometers of round-trip strength and time.” Li Meng said that the dishes of group buying in the community are relatively fixed, but she really doesn’t want to walk 2 kilometers more every day to eat one or two more dishes. < / P > < p > in Li Meng’s opinion, group buying in the community is very convenient, and richness is the place that moves her most in a vegetable market. “I’ll go shopping at the vegetable market on weekends.” < / P > < p > Maigaoqiao old street fair is an old vegetable market in the north of Nanjing city. Near the end of the year, the business of meat shops here is very hot. Every morning, the shops are full of residents who come to irrigate sausage. At a glance, almost all of them are old people. It seems that the wave of group buying in the community has nothing to do with them. < / P > < p > the reporter visited a number of shops in this vegetable market at random, and they also said that their business has not been impacted by community group buying for the time being. “Should buy still have to buy ah, this period of time vegetable prices have not been subject to fluctuations.” Zhang Meng’s vegetable shop is at the entrance of the market. According to her observation, there are many young people in the market. < / P > < p > “it mainly depends on the time period. During the day, young people have to go to work and have no time to go shopping in the vegetable market. After work in the evening, many young people buy vegetables here.” Zhang Meng told reporters. < / P > < p > “group buying in the community is for others to help you choose dishes, which is definitely not as good as your own.” During the interval of the reporter’s interview, a delivery man in yellow meituan’s take out overalls came to pick vegetables. At first, the reporter thought that he was delivering food for customers. After the conversation, he found out that he was a regular customer of the stall and would come to buy it two or three times a week. < / P > < p > “food is the priority of the people, and the most important thing is fresh food.” Before the delivery, Zheng Shiqiang was a restaurant chef. He thought that young people would not care about the discount of a few cents, but more about the dishes they bought. At present, he shares the rent with the other two people and usually cooks together. He buys vegetables and takes charge of the dishes. < / P > < p > “community group buying is not likely to replace the offline market, because the consumer groups are different.” Zheng Shiqiang said that young people are the majority of group buying groups. Some office workers want to fry a dish when they go home at night. Once they open the refrigerator and find it empty, they will place orders with their mobile phones. If the elderly do not live in the high-rise staircase room, the demand for group buying is not urgent. It’s a kind of leisure and entertainment for them to visit the vegetable market. < / P > < p > “many of our stall owners also engage in community group buying, sell their own food, and help customers” run errands “to other shops to buy food.” Wu Dianchang, head of the center, said that in order to attract and retain customers, some stall owners will “discount” for customers themselves. < / P > < p > Haoli Huimin food market is the first “smart food market” in Nanjing. The farmer’s market, which was born out of the night market stalls, is now decorated as a commercial complex. It is a “five-star” vegetable market for local residents, and can cover 120000 people around. < / P > < p > advertising banners are hanging around the food market, which are uniformly marked with the words “search the neighborhood food market, save time for life” and some witty words: “half fried food, what’s the disadvantage, all orders are delivered by mobile phone”, “my grandfather teaches me to stew kelp, I teach my grandfather to buy vegetables”, “my grandson is too young to leave, so I buy vegetables by mobile phone” “Young people like these banners very much, and they will take pictures specially.” Wu Dianchang said. < / P > < p > on December 15, the reporter came to Nanjing yaohuamen good neighborhood Huimin food market, which has undergone digital transformation, with “cloud shopping” banners hanging everywhere. “A month ago, we started to cooperate with” hungry “to put all the dishes online and digitize the offline market. Our food market is very popular, and “hungry” will come here from time to time to promote sales. ” Wu Dianchang said. < / P > < p > he told reporters that this kind of big platform for sales promotion has a great impact on some merchants. “Some merchants came to complain to me that the big platform” robbed “their business. I told them that even if “hungry” didn’t come, there would be other big platforms in the future. Promotion is only temporary. The most important thing is whether the food is good or not, whether the environment of the food market is good or not, and whether anyone is willing to come. ” Wu Dianchang said. < / P > < p > community group buying is not a new thing, its germination comes from community e-commerce. As early as 2014 and 2015, a variety of community e-commerce services have been blooming everywhere, such as “Gula e-commerce”, which cooperates with sports lottery stores to build a community o2o service platform; another example is “buy Baite”, which aims at the blank of community chain convenience stores in China; and “aizhujia”, which is incubated by real estate companies and based on the property industry and positioned in smart community services. < / P > < p > at this time, capital also “focuses” on these new forces of intensive community traffic. Enterprise survey statistics show that: in 2014, the products represented by “Xingsheng youyou”, “aixianfeng” and “Zhongshang Huimin” opened a precedent for investment and financing of community group buying “track”. The “injection” of various types of capital will usher in the peak in 2018, with 23 public financing events and the disclosed financing amount of 1.67 billion yuan. < / P > < p > group buying in the community has been on fire for a short time around 2018. However, as the order density is not high enough, the platforms have closed down one after another. Since the outbreak, many users have begun to accept the pre-sale system of community group buying. The surge of order density makes several Internet giants see the value and Prospect of community group buying again. They speed up the layout one after another, and the money burning subsidies follow. < / P > < p > according to the data from the enterprise survey, since the beginning of this year, there have been 19 public financing events of community group buying, which is slightly lower than that in 2018; however, the amount of public disclosure financing has reached 17.17 billion yuan, a year-on-year increase of 356.3%, a record high. Among them, Tongcheng life, shihuituan, Xingsheng youyou and aixianfeng, backed by internet giants, have the most financing times. < / P > < p > the investors of the community group buying track in 2020, such as Alibaba, Tencent, Tongcheng, Didi, and Jingdong, are frequent, and a competitive pattern with huge potential and competition is taking shape. < / P > < p > “didi and meituan have raised the strategic position of community group buying very high, but this does not match with their inherent advantages of main business, they rely on spending money to subsidize, and they have no cost advantages; Jingdong is backward, but it has advantages in warehousing and logistics; pinduoduo has a long and fast layout, and it also has natural advantages in the supply chain of agricultural products; Ali’s fresh food supply chain is mainly connected with the local life business department, and its main business is to provide fresh food If the box and the horse are hungry, “he said Lei Ying, assistant professor of marketing department of Guanghua School of management, Peking University, analyzes the strategic position of community group buying in major platforms. < p > < p > Lei Ying believes that “buying vegetables” is just needed, high frequency and price sensitive. For platforms such as Jingdong, pinduoduo and Taobao that already have fresh e-commerce layout, if they do not enter the community group buying, if others do it, consumers will not buy online. For didi and meituan, it is more out of the development of new business and revenue sources. At present, the regional characteristics of community group buying market are obvious, but there is no national leader. Community group buying is very attractive to Internet giants, and they are competing for the entrance of sinking market traffic. ” China’s fresh retail market will reach 5.1 trillion yuan in 2019, and the fresh e-commerce market will reach 279.62 billion yuan, with a penetration rate of only 5.48%. < p > < p > stimulated by the epidemic situation, the community group buying market will develop rapidly in 2020, and the market scale is expected to reach more than 89 billion yuan, accounting for 21.9% of fresh e-commerce. The epidemic situation has cultivated the habit of community group buying, and is expected to promote the rapid growth of community group buying market. < / P > < p > the community group buying war involving capital is regarded as the most fierce scuffle among Internet giants after takeout, online car hailing and bike sharing. With low price models such as 50 cents a catty of potatoes and 30 cents an egg, the Internet giants have crushed the community vendors. Some peddlers close down or become offline employees of Internet giants, so that public opinion begins to worry that Internet giants are taking away the livelihood of peddlers. < / P > < p > “I also want to join the community group buying, but there is no such channel and no one is looking for me.” Zhao Wenfeng, a merchant of Baochuan vegetable market in Nanjing, has ten mu of land in Banqiao. He goes out early and comes back late every day. The price of vegetables sold is a little higher than that of Wholesale vegetables. She is more welcome to buy vegetables on behalf of customers such as Jingdong, but the community group buying, which directly goes to the source to buy vegetables, has a great impact on them. < / P > < p > “in the first half of the year, affected by the epidemic, the business was not good. After the epidemic in the second half of the year, many places were used to online distribution, and the traditional business was still not good.” Sheng Liqin, vice president of Nanjing farmers’ Market Association and chairman of Nanjing lvheng Market Service Co., Ltd., said: ‘we also encourage merchants to join in community group buying, but the dishes on group buying are so cheap that they can’t match. < / P > < p > “we advise the merchants to bear with it, wait and endure. After all, it won’t take long to burn money. At the same time, we also encourage businesses to adapt to this change as soon as possible and find a way to survive. ” Sheng Liqin said. < / P > < p > “when e-commerce giants enter the community group buying, they mostly hope to get customers through high-frequency consumption scenarios. Their low price competition strategy will have an impact on the market supply of traditional agricultural products, which is not conducive to the production and sales of high-quality agricultural products.” Sun Tong, chairman of Braunschweig Agricultural Internet, said. < p > < p > SUN Tong believes that with many categories of agricultural products, long supply chain and heavy assets, local monopoly is formed, and it is possible to increase prices and kill cooked vegetables after breaking down small vegetable stalls. But at present, it is difficult for e-commerce giants to fully control so many categories and form a monopoly