神话娱乐

当前位置:100EC>新零售>【零售研究】从现状到模式:社区团购的终局是什么?

全国疫情数据

{{dataList.mtime}}
  • QUEZHEN

    {{dataList.gntotal}}

  • YISI

    {{dataList.sustotal}}

  • SIWANG

    {{dataList.deathtotal}}

  • ZHIYU

    {{dataList.curetotal}}

【零售研究】从现状到模式:社区团购的终局是什么?
元气资本 发布时间:2021年01月05日 10:13:45

(网经社讯)巨头的最新战场“社区团购”的激烈竞争已经在影响传统的商业模式。

2020年12月22日,国家市场监管总局联合商务部召开规范社区团购秩序行政指导会,阿里、腾讯、京东美团拼多多滴滴6家互联网平台企业参加,会议要求互联网平台企业严格遵守“九不得”。而在此前的12月11日,《人民日报》神话娱乐相关的文章中提及“别只惦记几捆白菜几斤水果的流量”。

2020年下半年的关键词无疑是社区团购。滴滴在今年6月第一个下场,在成都试水橙心优选,截至12月,橙心优选已在20多个省份上线,日单量峰值已远超1000万单。

7YUE,MEITUANCHENGLI“YOUXUANSHIYEBU”、TUICHUMEITUANYOUXUAN。

11月,阿里巴巴旗下社区团购业务“盒马优选”上线武汉开1万个团,此外,阿里内部采用赛马机制,零售通、菜鸟和盒马都在试水社区团购业务。

另一边,纯社区团购平台也战绩亮眼。据兴盛优选披露的数据,2020年9月日单量约800 万单,同比提升约1倍,客单价从10元左右提升至15-20元。

十荟团2020年第三季度GMV达25亿,10月GMV破10亿,月活用户突破500万,相较于4月的6.5亿GMV增长了53.8%,2020年公司GMV目标为100亿。

1 获客成本约3-5元,社区团购始于流量洼地

2014NIAN,ZHANGSHAWUHANDENGDITUANZHANGTONGGUOWEIXIN、QQ QUNSHOUJIDINGDANHOUJIZHONGXIANGGONGYINGSHANGXIADAN,YIHUOQUGENGDIDECAIGOUCHENGBEN,ZHEIBIANSHISHEQUTUANGOUZUIZAODECHUXING。

XIANJIEDUANSHEQUTUANGOUDEDIANXINGCAOZUOMOSHISHI:YIXIAOQUWEIDANWEIZHAOMU“TUANZHANG”(JULEJIE,MUQIANTUANZHANGDUOWEIXIAOQUBIANLIDIANZHUHUO“BAOMA”),CHUANGJIANWEIXINQUN,TUANZHANGZAIQUNLIFABUHETUIGUANGTUANGOUSHANGPIN,XIAOFEIZHETONGGUOXIAOCHENGXUXIADAN。CIRI,SHEQUTUANGOUGENJUDINGDANLIANGPEISONGZHIXIAOQUTUANZHANGCHU,XIAOFEIZHEZAIDAOTUANZHANGTIHUODIANQUHUO,TUANZHANGGENJUXIAOSHOUEHUODEYONGJIN。

SHEQUTUANGOUZHUYAOMIANXIANG25-50SUIDENVXING,GAIQUNTIZHANBI70%YISHANG,KAOLVDAOSHEQUTUANGOUSHICIRIDAYEWU,DUINIANQINGRENQUEFAXIYINLI,GENGDUOWEIHUNHOUCHIJIAYONGHUSHIYONG,ZHENGTIYONGHUQUNZAI25SUIYISHANG。

CONGXIAOFEIPINCIKAN,MUQIANZHENZHENGDELIUCUNYONGHU1GEYUEZAIPINGTAISHANGGOUMAIDECISHUWEI7-10CI,ZHOUGOUMAILVWEI2-3CI。

中国,25岁-50岁在二三四线城市的人群总体为5亿-6亿左右,这其中约3亿-4亿会是社区团购的需求人群。

BIANBUQUANGUODESHEQUTUANGOUPINGTAI,QIWANFABUWAIHULIANGZHONG:YILEISHIJIEYINGXIAOSHI,GAILEIPINGTAIMEITIANSHANGXIAN100-300GESKUDESHANGPIN,MEITIANGENGXINSHANGPINCHI,JINXINGJIEYINGXIAODECUXIAOFANGSHI;LINGYILEISHISHANGCHENGYOUXUANLEI,YIXINGSHENGYOUXUANWEIDAIBIAO,MEITIANXINZENG800GEYISHANGSKU,BINGNACHUBUFENSHANGPINCUXIAO,QIEZAISHANGCHENGZHONGKEYIDUISUOYOUSHANGPINJINXINGSOUSUO。

ZUOWEISHEQUTUANGOUDESHOUYAOYINLIUPINLEI,SHENGXIANZAIPINGTAIZHONGDEZHANBIZAICHIXUBIANHUA。PINDUODUO(PDD.US)DEDUODUOMAICAISHENGXIANZHANBIDUODA70%YISHANG,ERQITAPINGTAIYOUQISHIGENGJIACHENGSHUDEPINGTAI,SHENGXIANZHANBIZHUJIANJIANGDI。CONGSKUSHULIANGZHANBIKAN,SHENGXIANYIBANZHANPINGTAIDE30%-40%,RUOSHISHANGCHENGSHIPINGTAI,SHENGXIANZAISHANGCHENGZHONGDEZHANBIYUE20%-30%。

CHULESHENGXIAN,SHEQUTUANGOUDELINGYIDABIAOZHISHIDIJIA。MUQIANSHEQUTUANGOUPINGJUNKEDANJIAWEI20YUANZUOYOU,DANGEKEDANJIAZHONGHUOBAOHANLE2-3JIANSKUSHANGPIN。DANGXIAPINGTAISUOXUANCHENGDE100WANDANCHENGJI,YANGEJIANGYINGLIJIEWEIXIAOSHOULE100WANJIANHUO。

CONGLIULIANGSHANG,SHEQUTUANGOUDELIULIANGWADISHUXINGMINGXIAN。GEJIAPINGTAIJUNHUITUICHU1FENQIAN、1MAOQIANSHANGPIN,TUANZHANGYEHUIYIDIJIASHANGPINJIANGYONGHULAQUN。ZHENGGEGUOCHENGDEDANYIHUOKECHENGBENYUE3-5YUAN,HUOKELIUCUNLVYUEWEI20%-30%。YIYUELIUCUNJISUAN,QIYOUXIAOHUOKECHENGBENWEI15-20YUAN。

ZAILVYUESHIXIAOSHANG,LIANGJIALAOPINGTAI(XINGSHENGYOUXUANHESHIHUITUAN)YINYUNYINGJIUGONGHUOGENGWENDING,LVYUEGENGJISHI,ZHEILIANGJIAJIBENNENGZAICIRIXIAWU2DIANQIANSHIXIANLVYUE,ERXINJINPINGTAIJIBENXUZAIXIAWU4DIANZHIHOULVYUE。

ZAISHANGPINCAIGOUQUDAOSHANG,SHEQUTUANGOUWANJIADUOSHIYONGGONGHUOSHANGZHI,YINGONGHUOSHANGNENGJIEJUEYUANTOUZHUISUHEZHUIZEWENTI。MUQIANGONGHUOSHANGFENLIANGLEI,YISHIZHIJIEDUIYINGNONGHUHUOYUANTOUCHANDI;LINGYIZHONGSHIZONGHEGONGHUOSHANG,GONGHUOSHANGHUIZAISHICHANGSHANGCAIGOUDUOZHONGSKUSHANGPINLAIWEIPINGTAIGONGHUO。

直供模式下,农户会以5%-10%的加价卖给平台,平台的商品价格是收购价加上15%,未来若竞争格局稳定,则加价有望达25%;供应商模式下,供应商供应给平台的加价空间为10%-20%之间,平台再加价空间为10%-15%,也即农产品在平台的售价为农户收购价基础上增加20%-35%。

ZAIBIAOPINGONGYINGSHANGSHANG,PINGTAIGEYOUZIJIDETONGLU,JINGDONGYOUJINGDONGXINTONGLU,ALIYOULINGSHOUTONG,XINGSHENGYOUXUANZEYOUFURONGXINGSHENGDEGONGHUOSHANGQUDAO。YONGHUDUIBIAOPINDEJIAGEBURUSHENGXIANMINGAN,YEYINCIPINGTAIKEYINRUDUOJIAPUTONGGONGHUOSHANG,SHEQUTUANGOUDUICHUANTONGDEGONGYINGSHANGDAILAIDEXINLIHAO,BUFENGONGYINGSHANGDUIPINGTAISHENZHIZENGJIALEJIN10BEIDEGONGHUOLIANG。

ERYINSHENGXIANDUOBAOPIN,NENGTIGONGDADANLIANGBAOPINDEGONGYINGSHANGYEJIUJIJIA,YINERGEJIAPINGTAIDEHUOYUANDAZHILVETONG,ZHIYOUBAOZHUANGCHAYI。

2 争夺电商和外卖以外的市场

社区团购在2019年一度被业内看空,而疫情则让其“逆风翻盘”。疫情前,市场格局稳定,行业前三分别是兴盛优选、十荟团和同程生活。

巨头进场之后,价格战四起,据悉,社区团购各家平台不得不降低5%的毛利来应战,而在巨头进入之前,老牌的社区团购平台其实已跑通了营收模型,已实现了收支平衡。

GAOLINThird BridgeDEZHUANJIARENWEI,CONGDANGXIAXINGYEGEJUKAN,LAOPAISHEQUTUANGOUGONGSICHULEZAIBUFENSHICHANGBEIJIYAZHIWAI,YEWUJIBENMIANWEICHILIANGHAO,DAOMINGNIANZHONGXUN,SHEQUTUANGOUZHENGGEXINGYEGEJUJIANGYOUMINGXIANDAFENHUA。

新巨头的进入覆盖了100-200个地级市,到明年五六月份,社区团购基本能覆盖完中国多数地级市和重要县。而在竞争焦点上,也会从当前的二三线城市逐渐转移到四五线地级市和县域。更通俗理解即为,“三通一达”(通常指中通、圆通、申通和韵达四家快递公司)能覆盖的区域(乡镇)基本亦是社区团购未来的最终点。

DUIZHENGGESHEQUTUANGOUGUIMOYUGUSHANG,SHANGSHUZHUANJIARENWEI,YUJI2020NIANSHICHANGGUIMOWEI1000YIYUAN,2021NIANYUEWEI2000YIYUAN-3000YIYUAN。

社区团购发源于下沉市场,适用于二线城市到农村的广阔市场,这是外卖或其他O2O 业务无法覆盖的市场。

以兴盛优选为例,截至2020年9月,兴盛优选已覆盖13个省、161个地级市、938个县市级 、4777个乡镇和31405个村。值得参考的是,据国家统计局和住建部数据,2019年我国有293个地级市,2018年有1519个县级市,1.83 万个建制镇和1.02万个乡,以及245.2万个村。

XIANGJIAOZHIXIA,WAIMAIXINGYEZAISANXIANYIXIACHENGSHIDIQUDESHENTOULVJINWEI30%-40%,70%DEWAIMAIDINGDANYOUYIXIANCHENGSHIGONGXIAN,NONGCUNDIQUJIWUWAIMAI。

JU 2020 NIAN《DIYICAIJINGZHOUKAN》SHUJU,WOGUOYIXIAN(4GE)JIAXINYIXIANCHENGSHI(15 GE)DECHENGSHIRENKOUJINWEI2.5YI,FUGAILVWEI18%。JUNIERSENSHUJU,WOGUOSAN、SIXIANYIXIACHENGSHIRENKOUGUIMOGAODA9.53YI,DALIANGXUQIUBINGWEIBEIXIANSHANGHUA。YEJI,CONGRENKOUJUEDUIZHIKAN,SHEQUTUANGOUDEYONGHUCAISHIZHENZHENGDE“ZHULIU”YONGHU。

移动互联网下沉,让这群用户也成了线上主流用户。据 Questmobile,2020年10月,下沉用户占移动互联网用户的58%,人数达6.69亿,下沉市场淘宝活跃用户为4.33亿,拼多多为3.32亿,同比增量用户分别为5247万和7791万。

XIANGBIYIERXIANCHENGSHI,SHEQUTUANGOUMIANXIANGDESHIZHONGJIAZHIDEYONGHUQUN。JIATINGYUESHOURUZAI3000YUANYISHANGDEGAOJIAZHIYONGHUZAIZHONGGUOYUEWEI2YI,ERZHEIBUFENRENQUNZHONG,10%-30%YIBEIXIANYOUXIAOFEISHICHANGWAJUEWANBI,ERZHEI2YIRENZHONGDE30%-50%DERENQUNCHENGWEIXINQIANLIRENQUN,ZHEISHISHEQUTUANGOUDEMUBIAORENQUN。

FENGJINGZIBENJIJINJINGLIWUYUEFENGCIQIANJIESHOUCAIFANGSHIBIAOSHI,JUTOUMENBINGBURENWEISHEQUTUANGOUDEMOSHIYIPAOTONG,ERSHIRENWEIYONGXIANZAIDELIULIANGJIAGEMAIQIANZAIYONGHUSHIHESHIDE,ZHEIQUNYONGHUDESHANGYEJIAZHIHAIWEIBEICHONGFENWAJUE。

3 平台目前净亏10%-20%:团长竞争白热化

“CIJIAZHIDEXIACHENYONGHU”,TINGQILAIHENXINGGAN,DANPINGTAIBUHUOYONGHUXUYAOFUCHUDUOSHAOCHENGBEN?BUFANGSUANSUANDANGXIASHEQUTUANGOUPINGTAIDECHENGBENMOXING。

在2020 中国生鲜零售大会上十荟团副董事长刘凯表示,目前十荟团履约成本为7%左右,最初履约成本是12%,随着供应链稳定,半年降到7%,预计未来能降到5%。

JUZHAOSHANGZHENGQUANYANBAODEYUGUMOXING,ZAISHENGXIANPINLEIZHONG,CHANPINCHENGBENZHAN75%,TUANZHANGYONGJINWEI10%,LVYUECHENGBENWEI7%-12%,LIRUNWEI3%(SHOURUWEI100%)。

LAIYUAN:ZHAOSHANGZHENGQUAN

MUQIANXINJINRUDEPINGTAI,TUANZHANGYONGJINYUEWEI12%-15%,WULIUCHENGBENYUE15%,DACANGCHENGBENWEI3%-5%,XIANSHANGYUNYINGCHENGBENWEI3%(WULIU+DACANG+YUNYINGSHUYULVYUECHENGBEN),ZONGHECHENGBENZHANBI35%YISHANG,LAOTUANGOUPINGTAIZONGHECHENGBENYUEZHAN25%。GAOLINThird BridgeZHUANJIARENWEI,WEILAISHEQUTUANGOUDECHENGBEN(TUANZHANG+LVYUE)ZHANBIYASUODAO20%JIUYISHIJIZHI。

YISHOUJIADE75%ZUOWEICHANPINCHENGBEN、YI25%WEIZONGHECHENGBENCESUAN,“LAOPINGTAI”CHENGBENHESHOURUJIBENDAPING,ERXINPINGTAIYUJIXUKUISUN11%-13%ZUOYOU。

GAOLINThird BridgeXIANGGUANZHUANJIABIAOSHI,MUQIANGEGEPINGTAIMAOLILVYUEWEI15%,JINGZHENGJIAJUZHIXIA,GEPINGTAIDOUJINGKUI10%-20%。TONGSHITARENWEISHEQUTUANGOUBINGFEISHIDIMAOLISHENGYI,DANGQIANMAOLIDISHIYINJINGZHENGSUOZHI,WEILAIMAOLINENGTISHENGDAO20%-25%。

在整个成本模型中,除了供应链影响履约成本外,而另一项大的成本支出是团长佣金。在当前高竞争下,团长作为引流、履约和售后的角色,其成本并无下降空间,各个平台都以高佣金吸引团长。

ZAIQIANQITUANZHANGGOUCHENGZHONG,80%WEIBIANLIDIANHESHANGCHAODEDIANZHANG,20%WEI“BAOMA”。JINQI,DIANMIANXINGTUANZHANGYIJINGZHANJULE90%YISHANG,TONGSHIDIANMIANXINGTAIYEZAIZHUJIANKUOZHAN、BUJINXIANYUBIANLIDIAN,HAIBAOKUOLEXIUCHEDIAN、CANYINDIANDENGDIANZHUDOUJIANRULETUANZHANGDUIWU。

店面具有清晰的门店位置,也更易让平台销售人员开发,所以占比相对高,但同时由于竞争加剧,各平台也无暇对新团长进行培训,因而服务质量也参差不齐。

GAOLINThird BridgeDEZHUANJIAFANERGENGKANHAO“BAOMA”LEITUANZHANG。

DIANZHUXINGTUANZHANGYINTUANGOUYEWUZHISHIQIBUCHONGYEWU,NANYIQUANSHENXINTOURU,HOUXUGENGNANTISHENGFUWUZHILIANG,ERBAOMATUANZHANGNENGQUANSHENXINTOURU,SHENZHIZAIWEILAISHIXIANSONGHUOSHANGMENDENGRUANXINGFUWU。

DANGXIA,NAZHONGTUANZHANGGENGKUAIPAOCHULAIFANERBINGBUSHOUSHICHANGGUANXIN,DUIPINGTAIERYAN,RUHELIUZHUYOUXIUDETUANZHANGGENGWEIJINYAO。

YUPINGTAITUANZHANGZIYUANSHENDUXIANGGUANDESHIYIXIANBD,PINGTAIZHONGGAOCENGDELIUSHIDUITUANZHANGDEQULIUYINGXIANGBUDA,RUOYIGEYOUXIUDEBDLIUSHIHUOXUYIWEIZHEQIWEIHUDE50%YISHANGDETUANZHANGDOUHUILIUSHI。

DUICI,DANGXIAPINGTAIBINGWUZHIJIEYOUXIAODEYINGDUIFANGSHI,GENGDUOZHISHI“WENZHU”ZISHENBDTUANDUI。

ZHANZAITUANZHANGDEJIAODU,ZAIDANGXIAJINGZHENGGEJUWEIDINGQINGKUANGXIA,TUANZHANGYEBINGBUYUANGENMOUJIAPINGTAIDANXIANGBANGDING,YIGETUANZHANGWEIDUOGEPINGTAITUIGUANGTUANGOUYEWUZAIDUANQINEIHUOSHICHANGTAI。ERDANGYOUTOUBUPINGTAICHUXIANSHI,BUFENTUANZHANGHUOXUANZEGENPINGTAIQIANDUJIAHEZUO,CISHICAINENGZHENZHENGSHIXIANTUANZHANGYUPINGTAIDE“KUNBANG”。

4 供应链是不是真正的壁垒?

DUANQINEIDEXIANSHISHI,TUANZHANGCHOUYONGDUANQIWUFAXIAJIANG,YAOJIANSHAOCHENGBEN,ZHINENGXIANGGONGYINGLIANYASUO。GENGYOUZHIDEGONGYINGLIANYIWEIZHEGENGDUOZHICAI、GENGDICAIGOUCHENGBENHEGENGHAOLVYUEBAOZHANG,ZHEIYEYIWEIZHECAIGOUCHENGBENJIANGDIYIJIYONGHUTIYANTIGAO。

YEWUYAOQILIANG,GONGYINGLIANYEBIXUGENSHANG。JUCIQIANXINGSHENGYOUXUANNEIBURENSHIDESHUOFA,10WANDANYINEIDEGONGYINGKECAIGOUBIAOPINWEIHUO,10WAN-100WANDANLIANGXUZHENDUISHENGXIANJIANLIWANSHANDEGONGYINGLIANHEYUNYINGTIXI,100WANYISHANGJIEDUANZEXUYAOPINLEIYUSHANGYOUGONGYINGSHANGJIANLIDINGZHIGUANXIHUOSHENDUHEZUO。

众多平台也因此加大投入供应链。滴滴橙心优选表示,已与中粮、旺旺、三只松鼠、康师傅等数十家知名企业和品牌达成战略合作,且目前已在全国20个省市初步建立供应链网络。

WULUNZENYANGBIANHUA,SHEQUTUANGOUDEBENZHIRENGSHILINGSHOU——ZAIGEZHONGGUANYU“XINLINGSHOU”DETAOLUNZHONG,YENEIJIBENRENDING,LINGSHOUDEHEXINSHIZHONGSHIGONGYINGLIAN,ZHEIYESHISHICHANGSHANGDUOSHUSHENGYINRENWEIGONGYINGLIANSHISHEQUTUANGOUDEHEXINBILEIDEZHONGYAOYUANYIN。

GUANCHADANGXIAXINLAOPINGTAIBIAOXIAN,YONGYOUGENGWENDINGGONGYINGLIANDEXINGSHENGYOUXUANHESHIHUITUANZAILVYUESHIXIAOHEFUWUTIXISHANGBIAOXIANGENGHAO,YEKEYIKANCHUYOUZHIGONGYINGLIANDUIKEHUTIYANHEFUGOULVTISHENGDEGUANJIANZUOYONG。

HUIGUXINLINGSHOUDEBENZHI,TASHITONGGUOSHUZIHUAJISHUNENGLITISHENGXIAOSHOU、FUWUHEGONGYINGLIANXIAOLV,CONGERDAOBIZHENGGELINGSHOUYEDEDICENGLUOJIBIANGE。SHEQUTUANGOUYESHIYIZHONGXINLINGSHOU,YIXIAOLIANGDUANQIAODONGGONGYINGLIAN,XINGCHENGSHIHEXIACHENSHICHANGDELINGSHOUMOSHI,TUOLILEGONGYINGLIANDEJIANSHE,SHEQUTUANGOUZHISHIYIZHONGYINGXIAOSHOUDUAN,ERMEIYOUGONGYINGLIANBILEIZEPINGTAIZHINENGLUNWEIPEIPAO。

DANGRAN,GONGYINGLIANSHIFOUSHIJUEDUIBILEIYIYOUBUTONGYIJIAN。GAOLINThird BridgeDEZHUANJIAJIUBURENWEIGONGYINGLIANSHIXINGYEDEJUEDUIMENJIAN,PINGTAIZHIJIANNANYISHIXIANZHENZHENGDEGONGYINGLIANBILEI——HENDUOXINJINRUDEPINGTAIZAIDUANSHIJIANNEIYEWANSHANLEQIGONGYINGLIAN,DANGXIAHAIWEICHUXIANWANZHENGDEBILEITIXI。

5 终局猜想:区域次日达短距到家电商?

CONGSHEQUTUANGOUDEHUOREFAZHANYILAIYIZHIYOUBUTONGDESHENGYIN,YIGEBEIGUANGFANRENTONGDEGUANDIANSHI,TUANZHANGZHISHIJIEDUANXINGCHANWU,SHEQUTUANGOUBINGFEIZHONGJIXINGTAI。ERYINRENSHENSIDESHI,ZHONGJIXINGTAISHISHENME?

QUNIAN12YUE7RI,SHIHUITUANCEOCHENYINGFABIAOLE《WEISHENMESHEQUTUANGOUNENGLIANGZHIDACHAOCHUWOMENDEXIANGXIANG?》DENEIBUXIN。TAXIEDAO,SHEQUTUANGOUDADESHIZHENGGEDIANSHANGSHICHANG,JICONGCHENGSHIDAONONGCUNDEQUANPINLEIDIANSHANGSHICHANG,SHEQUTUANGOUBACHUANTONGDIANSHANGDEGONGYINGLIANJINXINGMEIGEHUANJIEDEZAIZAOHEBIANGE,ZHEISHIGE35WANYIDESHICHANG。

SHEQUTUANGOUNENGBAYIERXIANCHENGSHITONGPINZHITONGJIAGEDEXIAOFEIPINZHIJIEGONGYINGDAONONGCUN,QIESHICHENGBENGENGYOUDECIRIDAHUOTONGCHENGDUANJULIDIANSHANG,DANGGAIMOSHIKEYIFUGAIQUANPINLEIQIEGENGDIJIASHI,XIAOFEIZHEJIANGBUZAIXUANZECHUANTONGDIANSHANGDE3-5RIDADETIYAN。

TAHAITIDAO,ZUOWEIBENZHISHILINGSHOUDESHEQUTUANGOUMOSHI,BINGBUTAIJUBEIJINGDIANHULIANWANGMOXINGDEWANGLUOXIAOYINGHEMATAIXIAOYING,YONGHUTIYANBUHUIYINGUIMOBIANDAERBIANHAO,XUYAOQIESHITISHENGGONGYINGLIANNENGLI,SHEQUTUANGOUWEILAIZHISHAOYOU3-5JIAZHANGQICUNZAI,WEILAITIYANZUIHAODEJIANGYINGDESHICHANG。

CONGZHENGGECUNLIANGSHICHANGKAN,ZAISHENGXIANLINGYU,SHEQUTUANGOUDUINONGMAOSHICHANGDETIDAIXIAOYINGZUIWEIMINGXIAN,ZAIDANGQIANSHENGXIANXIAOSHOUQUDAOZHONG,CHAOSHIZHANBI37%,NONGMAOSHICHANGZHANBI56.3%,ERDUIFEISHENGXIANPINLEI,SHEQUTUANGOUZHUYAOTIDAIZAHUODIANHEPIFASHICHANGDENG。

DUIXINGYEERYAN,YOUQISHISHENGXIANXINGYE,SHEQUTUANGOUDEQUEJIEJUELEXINGYETONGDIANWENTI:SHEQUTUANGOUCAIQUDEDINGDANSHICAIGOU,SHOUXIANJIEJUELESHENGXIANSUNHAO,ERSUNHAOSHISHENGXIANXINGYEZUITONGDEDIAN;QICI,CONGZHENGGEDASHENGXIANXINGYEERYAN,QIANDIANHOUCANGHEQIANZHICANGDESKUSHULIANGDOUSHIYOUXIANDE,ERSHEQUTUANGOUZAIXIANSHANGZHANSHILILUNSHANGSKUSHIWUXIANDE,YONGHUXUANZEKONGJIANSHANGHUIYOUDAYOUHUA。XIANGBIYUQIANDIANHOUCANGHEQIANZHICANGMOSHI,SHEQUTUANGOUDECAOZUOCHENGBENYEGENGYOU。

XIANGDUIDIANSHANGERYAN,SHEQUTUANGOUYEYOUYOUSHI。CHUANTONGDIANSHANGTONGGUOKUAIDIJINXINGLVYUE,DANZAIXIACHENSHICHANG,YOUYUWUFASHIXIANZUGOUDEDINGDANMIDU,DAOZHILVYUECHENGBENGAO。

SHEQUTUANGOUDEBENZHISHIQUDAOCHUANGXIN,ZUGOUDEDINGDANMIDUHEKEDANJIACAINENGBAOZHENGQUDAOCUNZAIDEBIYAOXING。TONGGUOXIANSHANGHUACAOZUO,SHEQUTUANGOUJIANLILESHUZIHUA、KESHIHUADEFENXIAOWANGLUO,ZHANGQIKAN,SHEQUTUANGOUKEFAZHANWEILIANJIEDAOCUNJIBIEDELINGSHOUJICHUSHESHI,WEISHANGPINJIANLICHUDAXIACHENSHICHANGDEFENXIAOWANGLUO。

QIECONGCAIGOUERYAN,CHUANTONGDENONGMAOSHICHANG、ZAHUODIANHEPIFASHICHANG,QICAIGOUQUDAOFENSAN、FEIBIAOHUAJIHUOYUANBUWENDING,SHEQUTUANGOUTONGGUODINGDANMOSHIQIAODONGQIANDUAN,BINGZHENGHEDANGDIDEYOUZHIGONGYINGLIANQUQIERUZHEIXIESHICHANG,YEWUYIYUSHIDUIXIAOLINGSHOUXINGTAIDEGONGYINGLIANZAIZAO。

YIGEDIANXINGDEQIERUDIANSHIYIDAXINGSHANGCHAOQUTIDAICUNLIANGZAHUODIAN,GAOLINThird BridgeDEZHUANJIAYEGENGKANHAOMENDIANXINGSHEQUTUANGOU。JUGAIZHUANJIADESHIJIDIAOCHA,MENDIANXINGQIYEZUOSHEQUTUANGOUMEIYUETUANXIAOSHI4WAN-5WAN;ERCHUNSHEQUTUANGOUPINGTAIMUQIANMEIYUETUANXIAOWEI5000YUAN-8000YUAN,SHEQUTUANGOUMIDUHEDANTUANXIAOLVMUQIANWUYINGLIKENENG。

SHITIDIANHUOLIANSUOXINGQIYEZUOSHEQUTUANGOU,QIWULIUCANGCHUCHENGBENDOUHUIBEIWUXIANFENTAN,YENENGTISHENGDIANMIANDANTUANTUANXIAO,ERDIANSHANGKAIMENDIANDENANDUYEYUANDAYUMENDIANZUOTUANGOU,YINERZONGHEKAN,“SHITIDIANZUOSHEQUTUANGOUHUIGENGJUJINGZHENGLI”。

CIWAI,DANGXIAZITIMOSHI,ZAIWEILAIYEYIDINGHUIBEITIDAIDIAO。GAOLINDEZHUANJIARENWEIWEILAISHEQUTUANGOUYIDINGSHIDAOJIAMOSHI,YONGHUZITIMOSHIKENDINGHUIBEIDIANFU。

QIZHONGYIGEGUANJIANDIANZAIYUCIRIDAOJIADELVYUECHENGBENMOXING——XIANGBIYUWAIMAIJISHISONG,SHEQUTUANGOUDEDAOJIACHENGBENJIANGDAFUXIAJIANG。XIANXINGDEWAIMAIJISHIPEISONGCHENGBENYUEWEI7YUAN-8YUAN/DAN,WAIMAIYAOJISHIQIEZHINENGTONGSHISONGJIDAN,ERSHEQUTUANGOUDECIRIDAYICIKESONGBAIDAN,SHIXIAOXINGYEWUWAIMAIGAO,QILVYUECHENGBENWEI1YUAN/DAN。

YEJI,ZHENZHENGDEZUIHOUYIGONGLIDECHENGBENBINGBUGAO,SUIZHETUANZHANGDAOLIUZUOYONGJIANRUO,DAOJIAMOSHIYIDINGBITUANZHANGZITIMOSHIDECHENGBENGENGDI,DANGXIATUANZHANGCHOUYONGYIZHANDAOZHENGGECHENGBENDE15%ZUOYOU。

ZHUANJIARENWEI,DANGPINGTAIZANGOUCUNLIANGYONGHUHOU,DAOJIAMOSHIJIANGCHENGWEISHEQUTUANGOUDEZHULIUMOSHI,HUOZHESHEQUTUANGOUYINGGENGJIEJINYUSHIYIZHONGCIRIDADUANJUDAOJIADIANSHANGDEMOSHI。

另一个终局参考是国外的折扣杂货店。

折扣杂货店专注于提供食品、零食、服装和家居用品等日常快消品,美国折扣杂货店已有多年发展,成功因素在于选择近场模式及相较于超市的差异化供应链管理带来的优势。

ZHEKOUZAHUODIANGONGYINGLIANFAZHANYECONGWEIHUOXIAOSHOUZHANDUOSHUZHUANBIANWEIJIANLIZIYOUGONGYINGLIANTIXI。YIDollar Tree WEILI,WEIHUOZHANBICONGMOSHICHUANGLIZHICHUDE40%-50%ZHUJIANXIAJIANGZHI10%,ERGONGSICAIGOUZIZHONGGUO、MOXIGEDENGDEJINKOUSHANGPINZHANBIZEDADAO40%-50%,ZHEKOUZAHUODIANSHIZHONGWEICHI30%YISHANGDEGAOMAOLI。

CONGSHICHANGDAJUKAN,YOUYUSHICHANGFENSANHEYINGCHENGBENDECUNZAI,SHEQUTUANGOUYAOZUODAOYIJIADUDABUTAIKENENG,GENGDUOSHIDUOPINGTAIZAIGEZISHICHANGZHANJUXIANGDUIYOUSHI,SHEQUTUANGOUGENGKENENGCHENGZHANGWEIQUYULINGSHOUXINGTAI,QIESHICIRIDADETONGCHENGDAOJIALINGSHOU。

网经社“电数宝”(DATA.tttfamily.com)电商大数据库”包含70+上市公司数据库、53+新三板公司数据库、150+独角兽数据库、200+千里马数据库、4000+投融资数据库以及10万+创业项目数据库,全面覆盖“头部+腰部+长尾”电商。适用于电商从业人员、研究人员、创投人士、政府人士、高校师生、商家卖家等,旨在通过数据可视化形式帮助了解电商行业,挖掘行业市场潜力,助力企业决策,做电商人研究、决策的“好参谋”。

【BANQUANSHENGMING】BINGCHENGHULIANWANGKAIFANG、BAORONGDEJINGSHEN,WANGJINGSHEHUANYINGGEFANG(ZI)MEITI、JIGOUZHUANZAI、YINYONGWOMENYUANCHUANGNEIRONG,DANYAOYANGEZHUMINGLAIYUANWANGJINGSHE;TONGSHI,WOMENCHANGDAOZUNZHONGYUBAOHUZHISHICHANQUAN,RUFAXIANBENZHANWENZHANGCUNZAIBANQUANWENTI,FANQINGJIANGBANQUANYIWEN、SHOUQUANZHENGMING、BANQUANZHENGMING、LIANXIFANGSHIDENG,FAYOUJIANZHIlaw@netsun.com,WOMENJIANGDIYISHIJIANHESHI、CHULI。

【零售研究】从现状到模式:社区团购的终局是什么? 网经社 网络经济服务平台 电子商务研究中心 电商门户 互联网+智库
提交申请
×
行业

QINGXUANZEXINGYE!

姓名

QINGSHURUXINGMING!

部门/职务

QINGSHURUZHIWU!

公司

QINGSHURUGONGSI!

地址
邮箱

QINGSHURUZHENGQUEYOUXIANG!

手机

QINGSHURUZHENGQUESHOUJI!

验证码

QINGSHURUYANZHENGMA!

欢迎加入网经社电商精英俱乐部(立即申请)
        平台名称
        平台回复率
        回复时效性
        用户满意度