China's community group grocery buying surge is like a laboratory experiment in "extreme retail"

诸刚强

Under the new model of group buying in "epidemic areas", the previous brand model that relied on "location" has declined. This seems to have made a breakthrough in the fragmentation of consumption, and hoped for millions of platform stores that invested 100 billion but could not achieve the last mile. . From decentralized consumption, to "material transactions" and individual resource networks under the digital evolution, the new group leader model has reconstructed a deep retail distribution system, making the marketing system from efficient to effective, but whether it will become the future New models, new channels and new businesses, for marketers, refer to the value of the group leader and explore different models such as group buying platforms, which are all homework to do now.

Life is unexpected...

The author returned to Shanghai from a business trip in the last week of February 2022, and stayed at home in mid-March until the lockdown was lifted on June 1. During this period, due to work and interest, I met nearly 100 investors online, 100 An industry expert will discuss the new consumption habits formed during the anti-epidemic period. Most experts believe that this change will have a profound impact on the retail industry.

Talked to Dora "Yun", a beautiful executive of a European company who had been the head of a European company during the...

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