Community group buying midfield battle: while opening positions and withdrawing points, the fire began to fall secretly

记者佘晓晨柯晓斌

Reporter she Xiaochen Ke Xiaobin

编辑温舒淇

Editor Wen Shuqi

经过半年的疯狂征服，社区团购开始暗降火爆。

After half a year of crazy conquest, community group buying began to reduce the fire secretly.

一位社区团购行业中间玩家的联合创始人告诉界面记者："春节过后，所有大中型平台都进入了精细化运营阶段。

"After the Spring Festival, all large and medium-sized platforms have entered the stage of refined operation." A co-founder of a player in the middle of the community group buying industry told an interface reporter.

界面消息显示，美团优化已开始整顿班长，提高准入门槛；滴滴橙心优化以布局网格仓库为重要策略；多道也开始强化优化机制，一些网格仓库已经迭代了几轮，以消除那些不"专业"的代理。

According to the interface news, meituan optimization has begun to rectify the team leader and raise the entry threshold; Didi's orange heart optimization has taken the layout of grid warehouse as its important strategy; Duoduo has also begun to strengthen the optimization mechanism, and some grid warehouses have iterated for several rounds to eliminate those agents who are not "professional".

经过半年多的圈地，股市（社区资源）已基本分化。同时，在快速扩张中，从数据角度，公司区分了社区的好坏，构建了精细化的运营模式。

After more than half a year of enclosure, the stock market (community resources) has been basically divided up. At the same time, in the rapid expansion, from the data point of view, the company has made a distinction between good and bad communities, and built a refined operation model.

这与市场对社区团购公司春节期间将疯狂经营的判断不符。

This is not consistent with the market's judgment that the community group buying company will run wildly during the Spring Festival.

一个典型的现象是，社区团购的BD（Business Development）开始大面积失业。

A typical phenomenon is that BD (Business Development) of community group buying began to lose a large area of jobs.

去年下半年后，美团、滴滴等巨头纷纷入市，喊出"市场第一"、"岁前进军千城"的口号。当时，领队和BD的工资也涨了。如今，在某社区团购平台推广的几家BD团购中，每天都有大量BD失业、退出工作组。

After the second half of last year, meituan, didi and other giants entered the market one after another, shouting the slogans of "taking the first place in the market" and "marching into 1000 cities before the year". At that time, the salaries of team leaders and BD also went up. Nowadays, in several BD groups promoted by a community group buying platform, a large number of BD lose their jobs and quit their work groups every day.

这一政策也对这个行业的形势产生了影响——去年12月，市场监管总局、商务部出台了社区团购"九不"，对商品的配送方式和价格做出了明确规定，在一定程度上结束了"面对面"的价格战。这使得互联网巨头们过去在进入新领域时，曾经擅长的手段和曾经的低效手段一扫而光。限价令压缩了无序扩张的空间，精细化经营时代提前到来。

The policy also has an impact on the situation of this industry - in December last year, the General Administration of market supervision and the Ministry of Commerce issued the "nine no" on community group buying, which made clear provisions on the distribution mode and price of goods, and to some extent ended the "face-to-face" price war. This makes the means that Internet giants used to be good at and used to be ineffective when they entered new fields in the past. The restrictions on prices have compressed the space for disorderly expansion, and the era of refined operation has arrived ahead of time.

尽管如此，在这条竞争依旧激烈的赛道上，各行各业的选手仍在力所能及的范围内奋战。可以预见的是，赛道即将迎来又一轮洗牌，巨人队依然是最有可能拿到最后入场券的选手。

Nevertheless, in this still competitive track, players from all walks of life are still fighting within their ability. Predictably, the circuit is about to usher in another round of shuffle, and the giants are still the most likely to get the final ticket players.

打开时，退出

While opening, withdraw

为了继续留在桌上，头牌选手一度疯狂补充弹药。

In order to continue to stay on the table, the head player once frantically replenished ammunition.

"去年11月，橘心优化不惜成本挖人"，去年底，面对更高的薪水，当地一家推广公司从规模较小的平台加盟橘心。最夸张的时候，我们一天能发射17个团。

"In November, orange heart optimization was digging people regardless of cost." At the end of last year, in the face of higher salaries, a local promoter joined orange heart from a smaller platform. At the most exaggerated time, we can launch 17 regiments a day.

对于这个要求高、频率高的行业来说，2021年春节是社区团购的好时机。

For this demanding and high-frequency industry, the Spring Festival in 2021 is a good time for community group buying.

经过半年多的奋战，加入社区团购的互联网巨头已经取得阶段性成果。据《财经》报道，去年12月，多道麦菜、成信优友、美团优友的单峰成交量突破1000万。

After more than half a year of fighting, the Internet giants who have joined the community group buying have achieved phased results. According to Caijing, the single peak volume of Duoduo Maicai, Chengxin youyou and meituan youyou in December last year exceeded 10 million.

春节确实是一个难得的机会。节日期间，社区团购需求猛增，用户集中度高，也具备了创新和成长的条件。"现场过年"的情况甚至让社区团购公司大规模"封杀"一线城市。

The Spring Festival is indeed a rare opportunity. During the festival, the demand for group buying in the community has skyrocketed, and the user concentration is high, which also has the conditions for innovation and growth. The situation of "Celebrating the new year on the spot" even makes the community group buying companies "block" the first tier cities on a large scale.

美团优选的一位仓储货运人员告诉UI新闻，从春节前到3月份，他每周只能休息一天，春节期间也能正常工作。一位熟悉供应链的人士告诉我们，春节期间，货运量增加，多品种蔬菜网下仓库配送费增加到2倍，单件物流成本也增加了3倍。

One of meituan's preferred warehouse and freight personnel told UI news that from before the Spring Festival to March, he can only rest one day a week and work normally during the Spring Festival. A person familiar with the supply chain told us that during the Spring Festival, the freight volume increased, the distribution fee below the grid warehouse for Duoduo vegetables increased to 2 times, and the logistics cost of a single piece also increased by 3 times.

因此，对于不差钱的巨头来说，春节仍是一个超车的机会。毕竟，与兴盛优友、世辉集团等老玩家相比，这些巨头进入赛道的时间还不到半年。

Therefore, the Spring Festival is still an opportunity to overtake for the giants who are not bad at money. After all, compared with the old players such as Xingsheng youyou and Shihui group, the time for these giants to enter the track is less than half a year.

1月12日，多多在上海开城买菜，成为上海第一家团购平台。之后，橘子心在北京开了丰台和大兴。1月底，美团更青睐北京开城。

On January 12, Duoduo bought vegetables in Kaicheng, Shanghai, becoming the first group buying platform in Shanghai. After that, orange heart opened Fengtai and Daxing in Beijing. At the end of January, meituan preferred Kaicheng in Beijing.

但另一方面，春节前到现在，各大巨头也在存量城市撤出了大量人员和积分。

But on the other hand, before the Spring Festival and until now, the giants have also withdrawn a large number of personnel and points in the stock cities.

一位美团偏爱的微博发帖人说，美团工作了3个多月，还是没能成为常客，早年的努力也白费了。除此之外，每天都有大量的BD和团队领导面临失业。

A meituan preferred tweeter said that after more than three months of meituan's work, he still failed to become a regular, and his early efforts were in vain. In addition to them, a large number of BD and team leaders are facing unemployment every day.

广东一家便利店老板说："12月底，美团的工作人员告诉我，公司正在整顿没有拉团、占位但没有订单的班组长。"。另外，从今年年初开始，这些领导对任务量有考核要求：每天要保证20个订单量。多位来自不同地区的领导告诉接口新闻，提高领导准入门槛已成为业界共识。

"At the end of December, the staff of meituan told me that the company was rectifying the team leaders who did not pull the group and occupied the position but had no orders." A Guangdong convenience store owner said. In addition, starting from the beginning of this year, these leaders have the assessment requirements for the amount of tasks: they need to guarantee the amount of 20 orders a day. A number of leaders from different regions told the interface news that it has become the consensus of the industry to improve the access threshold of leaders.

事实上，那些时刻准备着肉搏战的头号玩家，12月底因为一张纸，结束了"烧钱"模式，并跑进了操作的转折点。

In fact, the head players who are always ready for hand-to-hand combat ended the "burn money" mode at the end of December due to a piece of paper, and ran into the turning point of operation.

12月22日，国家市场监管总局、商务部召开规范社区团购秩序行政指导会议，阿里巴巴、腾讯、京东、美团、品多多、滴滴等6家企业参加了会议。会议提出了"九不"要求，包括不得低价倾销、不正当竞争等。

On December 22, the State Administration of market supervision and the Ministry of Commerce held an administrative guidance meeting on regulating the order of community group buying, in which six enterprises including Alibaba, Tencent, Jingdong, meituan, pinduoduo and didi participated. The meeting put forward the requirements of "nine no's", including no low price dumping, unfair competition, etc.

受此政策影响，公开价格战已不被允许。这意味着，巨无霸的最大优势——金钱的作用暂时失效。

Affected by this policy, open price war has not been allowed. This means that the role of money, the biggest advantage of the giants, has temporarily failed.

一位负责社区团购平台的供应商表示，在《人民日报》发表文章批评社区团购垄断后，他负责的每个仓库的价格战都得到了遏制，"处罚不强，但危害很大"，但对他来说，这是一件好事，因为他们已经亏损很久了。

A supplier of the head community group buying platform said that after the "people's Daily" published an article criticizing the monopoly of community group buying, the price war of each warehouse in his charge has been restrained, "the punishment is not strong, but the harm is great." But for him, it's a good thing, because they've been losing money for a long time.

我想不通

I can't figure it out

在去年的社区团购发展阶段，所有玩家都在努力覆盖更多的积分，以抢占市场。同时，这也是一个检验的机会。

In last year's development stage of community group buying, all players are striving to cover more points in order to seize the market. At the same time, it's also an opportunity to test.

但参赛者需要给出答案。在上述中央社区团购公司联合创始人看来，"经过近一年的运营，发现部分地区团购效率不高。由于精细化运作，那些表现不好的BD将被解雇。"

But the entrants need to give an answer. In the view of the co-founder of the above-mentioned central community group buying company, "after nearly a year of operation, it is found that the group efficiency in some areas is not high. As a result of refined operation, those BD who do not do well will be dismissed."

公司只需要留下真正掌握"Gmv码"的人才，就能降低成本、提高效率——县域市场的战略调整就是一个典型的例子。

The company only needs to leave people who really master the "Gmv code" to reduce costs and increase efficiency - the strategic adjustment of the county market is a typical example.

在过去被看重的"下沉"县市里，华中的玩家最先扛不住。"县城的Gmv约为每月200万。团队负责人的佣金占总成本的10%，仓库配送的物流成本也占10%，运营成本占8%左右。但毛利润约为16万，每月将导致24万的亏损。"。正因为如此，从去年底开始，他们就率先退出县级市场。

In the "sinking" county market, which used to be valued, the players in the middle of China were the first to be unable to carry it. "The Gmv of County cities is about 2 million per month. The Commission of the head of the team accounts for 10% of the total cost, the logistics cost of warehouse distribution is also 10%, and the operating cost is about 8%. But the gross profit is about 160000, which will lead to a loss of 240000 per month." Another co-founder of the community group buying platform, for example. Because of this, since the end of last year, they have taken the lead in withdrawing from the county level market.

在县域市场上，美团优选、兴盛优选、十惠团也采取了"直销+代理"的双重模式每个代理商都要对自己的损益负责。一位熟悉供应链的人士表示："这种双重模式允许主要参与者将成本和损失降至最低。"。

In the county market, meituan optimization, Xingsheng optimization and shihuituan also adopt the dual mode of "direct marketing + agency". "Each agent is responsible for its own profits and losses. This dual mode allows head players to minimize costs and losses." A person familiar with the supply chain said.

这意味着，即便是大公司也在给代理商施加盈亏压力，以缓解自身的盈利压力。中锋扛不住过去，巨人的帐还没完。

This means that even large companies are putting the pressure of profit and loss on their agents to ease their own profit pressure. Central players can not carry the past, the giants account is not over.

"今年，橘心将加大线下门店的规模"，一位接近橘心的投资者在接受《界面报》记者采访时表示，在检查效率和成本后，橘心团队发现，团队负责人的投资回报率远远低于线下门店。

"This year, orange heart will increase the scale of offline stores." An investor close to orange heart said in an interview with an interface news reporter that after checking the efficiency and cost, the orange heart team found that the return on investment of the team leader was far less than that of offline stores.

上述团购玩家的供货商在团头社区称，去年春节前，他"砍"了自己近一半的仓库。

The supplier of the above-mentioned group buying players in the head community said that before the Spring Festival last year, he "cut" nearly half of his warehouse.

退出的原因无非是亏损，这是受多种因素影响的。"有的是流程，有的是购销关系，有的是业绩能力，有的是中央仓库的成本。"

The reason for the withdrawal is nothing more than loss, which is affected by many factors. "Some are the flow, some are the purchasing and selling relationship, some are the performance ability, and some are the cost of the central warehouse."

从去年9月到前年，这家供应商一直在关注平台的'战略亏损'，但在平台转型的过程中，他们也开始同时追求利润。"数量不是我们唯一的标准。我们还是要看能不能赚钱。作为企业，我们的最终目标是赚钱。"

From September last year to the year before, this supplier has been following the platform's "strategic loss", but in the process of platform transformation, they also began to pursue profits at the same time. "Quantity is not our only standard. We still see whether we can make money. As a business, our ultimate goal is to make money."

一位长期关注新兴零售业的投资者表示，"除了政策的影响，社区团购进入精细化经营阶段的另一个因素是行业的特殊性。"社区团购涉及供应商、分拣、物流、仓库分配等多个环节。每一块的成本都比较大，这不适合以前的互联网烧钱模式。"

An investor who has been concerned about the new retail industry for a long time said that in addition to the influence of policies, another factor for community group buying to enter the stage of refined operation is the particularity of the industry. "Community group buying involves many links, such as suppliers, sorting, logistics, warehouse allocation, and so on. The cost of each piece is relatively large, which is not suitable for the previous Internet money burning mode."

中场拉锯战

Midfield tug of war

巨人依旧如此，中小玩家应该珍惜剩余的食物。

Giant is still so, small and medium-sized players should cherish the surplus food.

"去年，龙头企业进来后，我们只能大幅减少运营点，同时也关停了其他城市的一些企业"，上述中央平台联合创始人表示，与巨人雄厚的资金相比，他们募集的资金没有与巨人开战的可能我们目前的业务更集中在一个省。去年上半年，我们的战略还是一个全国性的平台。"

"Last year, after the leading players came in, we could only significantly reduce the number of operation points, but also shut down some businesses in other cities." The co founders of the above-mentioned central platform said that compared with the giant's abundant funds, the money they raised has no possibility of a war with the giant. "Our current business is more concentrated in one province. In the first half of last year, our strategy was still a national platform."

它是提高用户净价值和提供相关增值服务的途径之一。在上述联合创始人看来，这是他们精细化运作的路径。

It is one of the ways to improve the net value of users and provide related value-added services. In the view of the above co founders, this is the path of their refined operation.

对于不缺资金的巨头来说，在停止疯狂烧钱之后，履行合同的能力成为下一个焦点。上述投资者认为，社区团购的竞争实际上包括四大要素：本地推广能力、网络流量、资金和供应链。价格战结束后，巨人将围绕这四大要素展开新一轮拉锯战。

For the giants who do not lack funds, after stopping burning money crazily, the ability to fulfill the contract becomes the next focus. According to the aforementioned investors, the competition of community group buying actually includes four key elements: local promotion ability, online traffic, capital and supply chain. When the price war is terminated, the giants will launch a new round of tug of war around these four elements.

今年以来，橙心将布局网格仓库作为重要战略之一。

Since this year, orange heart has turned to the layout of grid warehouse as one of the important strategies.

网格仓库是社区团购中心仓库和提货点之间的中转仓储中心，也是区别于传统电子商务物流形式的重要环节，影响着最终的绩效结果。去年底，橙心优化建设的网格仓库数量超过1000个。到目前为止，短短3个月时间就达到近3000人。

Grid warehouse is a transit storage center between the community group buying center warehouse and pick-up point, and it is also an important link different from the traditional e-commerce logistics form, which affects the final performance results. At the end of last year, the number of grid warehouses built by orange heart optimization exceeded 1000. Up to now, it has reached nearly 3000 in just three months.

一位橙心首选的中层人士表示，他们意识到，用户的保留和重新购买最终取决于性能的质量和服务。"新用户总是只占部分比例。如果我们不能留住那些长期被重新购买的高频用户，我们就无法在战场上长期取胜。因此，我们认为应该把重点放在精细化操作上。"

An orange heart preferred middle-level said that they realized that the retention and re purchase of users ultimately depended on the quality and service of performance. "New users always account for only a part of the proportion. If we can't retain high-frequency users who have been re purchased for a long time in the future, we can't win in the battlefield for a long time. So we think we should focus on the refined operation. "

在他看来，合规性最终将成为决定商业模式是否建立的关键。

In his view, compliance will eventually become the key to determine whether the business model is established.

随着精细化经营的变化，格力仓的具体规划也发生了变化：去年，橙心选定的格力仓属于业绩型，只做仓配，不做销售；今年，在一些地区，特别是县乡市场，公司将建立更多的"销配一体化"型网格仓库，即由网格仓库负责人承担主管和运营职能，负责网格仓库的管理我负责销售。

With the change of refined operation, the specific planning of grid warehouse has also changed: last year, the grid warehouse selected by orange heart belongs to the performance type, which only does warehouse allocation and does not do sales; this year, in some regions, especially in the county and township markets, the company will establish more "sales and allocation integration" type grid warehouses, that is to say, the person in charge of grid warehouse should assume the functions of head and operation, and be responsible for the management of grid warehouse I'm responsible for the sales.

而多多也在运行中调整策略。中心仓库和网格仓库的损失过渡期为一到两个月。之后，他们通过提价和其他政策支持，帮助供应商和代理商止损。此外，一些领队也开始探索通过人力提高效率的方法，如聘请专职人员由领队送货上门，解决点对点问题。

And Duoduo also adjusts its strategy while running. Central warehouse and grid warehouse have a loss transition period of one or two months. After that, they help suppliers and agents stop losses by raising prices and other policy support. In addition, some head players began to explore ways to improve efficiency through manpower, such as employing full-time personnel to deliver goods to the door by the head of the team, so as to solve the point-to-point problem.

从2018年所有知名VC加入初创企业，到去年巨头的涌入，从更长远的角度看，社区团购刚刚进入中场。价格战中止，巨头们开始探索新的竞争方式。

From all the well-known VC's joining the start-ups in 2018 to the influx of giants last year, from a longer perspective, community group buying has just entered the midfield. The price war was suspended, and the giants began to explore new ways of competition.

品多多、美团、滴滴、阿里还是兴盛友，谁能到达持久战的终点？在精细化运作阶段，如何提高效率，减少货损，使供应链的效率更高，将成为下一阶段竞争的焦点。

Pinduoduo, meituan, Didi, Ali or xingshengyou, who can reach the end of the protracted war? In the stage of refined operation, how to improve efficiency, reduce the loss of goods and make the efficiency of the supply chain higher will become the focus of competition in the next stage.

（如果您对本文有任何意见，请在微信通信中添加作者：charlotte-007；nfeng\ 2018）

(if you have any opinions on this article, please add the author to wechat communication: charlotte-007; nfeng_ 2018）

Link：https://new.qq.com/omn/20210331/20210331A01S1U00.html

update time：2021-03-31 18:34:34