Advantages and disadvantages of community group buying and suggestions

However, many entrepreneurs don't know about community group buying, and they can't do their related work well without understanding community group buying. Bian Xiao, a community cloud store in HiShop, will analyze the advantages and disadvantages of community group buying for everyone, so as to have a deeper understanding of community group buying.

First, the advantages of community group buying

1, accurately depict customer portraits: We can accurately know which area, which community, even which building, which floor and which room number the customer is in, and we can also know the customer's shopping habits. We can accurately draw the portrait of our customers.

2. Consumers' trust is stronger: because of the introduction of accurate community, community group buying makes customers' neighbors no longer strange, and customers' consumption demands can be more accurately displayed. For example, if the product is good, customers can easily print orders, and if the product is not good, customers can also inform the group in time, because such accurate community and interaction can naturally establish a trust endorsement that traditional e-commerce does not have.

3. Improve the user experience: customers of traditional e-commerce search for the brands and categories they need through the platform, then buy them online and deliver them through third-party logistics or their own logistics. Overall, the customer experience is not very good. The shopping scene of community group buying is that customers create long-term sharing recommendations through the platform, buy online community applets, pick up points from offline stores or deliver goods to the head of the delegation. This is a subversive change to traditional e-commerce, and customer stickiness will also undergo qualitative changes.

4. Low customer acquisition cost: The single customer acquisition cost of many traditional e-commerce companies even exceeds that of 200 yuan, while the community group purchase may not reach 10 yuan to get an accurate fan with high stickiness and continuous shopping.

Second, the disadvantages of community group buying

1, vicious price competition

Various community group buying platforms often engage in vicious price competition, so that some products that could have been sold for a long time will soon die, and customers will not have high brand awareness of the platform, and whichever platform is cheap will go shopping.

2. The logic of commodities is chaotic.

At present, it is difficult to find that the product structure of a certain platform is clear, and the product logic of many platforms is chaotic, which leads to customers' lack of brand awareness of the platform. If we can focus on one or two product areas, such as vegetables and fruits, three meals, snack food, maternal and child products, beauty care, etc., we can make customers have corresponding brand recognition.

3. Rely too much on the head of the delegation

Many community group buying platforms put the group leader in a very important position, which often leads to the defection of the group leader. If a team leader has made multiple platforms, he can't concentrate. Although the head of the team is very important, the platform itself is also very important. From all aspects, the platform product structure, convenient system tools, delivery logic and after-sales service need to be strengthened. Understanding customers' brands in all directions, improving customers' repurchase rate and unit price, and increasing the head's comprehensive income are the core competitiveness.

4. Differentiated consumption attributes of regional markets.

The commodity structure of many platforms is very mediocre, and there is no research on the consumption attributes of various places at all, so that many platforms cannot really develop locally. If enterprises really want to build high-viscosity consumer attribute locks, they need to dig deep into local consumer demand.

Community group buying has advantages and disadvantages. Enterprises and businesses should seize the opportunity, give full play to the advantages of community group buying, and avoid the disadvantages of community group buying, so as to truly develop rapidly in the community group buying industry.