What is the real reason behind the hunting of the giants when the community group buying war began?

In order to seize the market and occupy the position, JD.COM took the initiative to start a community group purchase before Ali, and launched? Friend shop? On the track of social e-commerce, a small e-commerce giant has appeared outside the Fifth Ring Road, and another unicorn is brewing to seize the new retail market, which Ali and JD.COM do not want to see. Therefore, it is only a matter of time before e-commerce giants enter the market. Instead of seeing the future trend of community group buying, it is better to nip in the bud.

JD.COM first set foot in the main positions of friends' shops in community group buying, including Shijiazhuang, Baoding, Hengshui and Yantai. Obviously, they prefer the northern cities where the development of community group buying is not yet mature. But this is not only different from the mainstream community buying platform of regional communities. Generally speaking, fresh products account for at least half of the group purchase categories, and most of them are products with high repurchase rate. Friend shop? It integrates many categories such as food, clothing, underwear, shoes and boots, beauty and skin care, and is more like a simplified e-commerce platform.

In addition, some optional goods in JD.COM community stores need to be transported, which is actually no different from online shopping. JD.COM changed the project with group buying gene into community group buying, trying to increase online activities through offline traffic, but the current mode and operation ideas are still the same as e-commerce. In contrast, the internal beta version of Suning is very close to the current community group buying model.

The difference between Suning APP and store manager users is that Suning APP is based on employees of Suning Store Community Service Station, and goods purchased by other community groups usually tend to choose stores, but? Su Xiaotuan? Thanks to the large-scale layout of Suning Store, Suning Store has also suffered losses, and the performance pressure of the loss of the store will be passed on to? Su Xiaotuan? In the past Internet craze, the beginning of a large-scale war was essentially a capital game dominated by giants, while community group buying was slightly different. The giants test the water themselves, but they are in line with the mainstream of the market? Player? Competition has put the Internet giants in a delicate state, adding more uncertainty.