Giant'S Next Round Up And Suppression Of Community Group Buying Players To Open "Self Defense Counterattack"

The tuyere of community group buying, once hot and silent, is now heating up again. In the past two months, the amount of financing in the field of community group buying has been higher and higher, and various giants have entered the field of encirclement and suppression. This has raised the vigilance of the head players whose money bags have just been inflated, and even started the "self-defense counterattack".

The community fresh e-commerce company, which only completed the $200 million round of C financing in June, recently announced a formal marriage with neighboring one and completed the merger to compete for the fresh e-commerce track with a unified strategy. After the merger, Xianghe capital, Bertelsmann, Yuanhe and other old shareholders continued to add tens of millions of US dollars.

In August of 2018, the tourism materials of Jiangsu and Hunan Province were selected to start from the coastal areas of Guangdong and Hunan Province, and the tourism industry of Jiangsu and Hunan Province expanded rapidly from Guangdong Province and Hunan Province.

At the beginning of this year, the first tier of capital, such as banyan capital, has attracted the attention of the first tier companies such as redwood and banyan. It takes Jiangsu and Zhejiang as its starting point, and has now established its leading position in Jiangsu region.

From this point of view, the merger for the entire community group buying industry, is undoubtedly heavy news. On the one hand, the two companies share the same origin city and cultural background; on the other hand, capital support, complementary advantages and capabilities, and unified strategy may consolidate their position in South and East China.

However, there is a precedent for merging similar items between the head platforms on this track. On August 30, last year, the "Ten Star Group" announced that it had completed the merger with "you, me, you", which was the first merger of the head community group buying brand.

However, different from life on the same journey, merging neighbors or dealing with giant encirclement and suppression, you, me, you and ten star group at that time were "holding together to keep warm" just to start the next journey.

Looking back in 2019, group buying in communities is entering the winter overnight, shrinking, layoffs, closing down and merging. Large and small group buying projects are dying in batches, and the industry is booming, and the financing enthusiasm is also greatly cooling down. Therefore, when the above merger news came out, some people in the industry even sighed: "Congratulations, I have you ashore, at least not dead."

And the community group buying this time again into people's sight, is actually helped up by the giant. On July 7 this year, meituan review announced that it had officially entered the community group buying track and launched meituan optimization. Then meituan optimization began to sign a contract with the team leader in Jinan, Shandong Province, and officially launched on July 15.

In addition, Didi, an Internet travel platform, has also shown interest in community group buying. In June this year, Didi began to test the "orange heart optimization" community group buying project, and started the test in Chengdu.

In the same month, Wan Lin, President of rookie network, also disclosed at the 2020 global smart logistics summit that it would upgrade the rookie post station and make it a digital community life service station by increasing group buying, laundry, recycling and other services.

Earlier, in January this year, Ali once again raised the b-round financing of the Ten Star Group, and Ali was not satisfied with investing in horse racing, but also ended up in person. According to media reports, in July, Ali retail business unit has started to prepare for the establishment of a new community group buying department.

However, any entrepreneurial track, once the giants participate, will undoubtedly bring the whole industry enough variables to affect the pattern. It can be predicted that the market intensity of this round of community group buying is bound to be more cruel than that of the previous round. Especially with the arrival of the industry giants Ali and meituan in the upper reaches of the industrial chain, community group buying companies such as Tongcheng life and Shihui group need to be more vigilant to meet the challenge at any time.

Fortunately, at this stage, the giant community group buying business is in the early pilot, and to this day, the community group buying has not yet appeared a national, occupy the forefront of the players. Therefore, it's good to seize the opportunity and make preparations for the big community in advance.