According to the data in Figure 2.1-1, the total domestic fresh retail market reached 4.98 trillion yuan in 2019, a year-on-year increase of 5%. growth trend.
Summary: Fresh products are one of the basic consumer goods in China. With the improvement of people's living standards, the total retail sales of fresh food in China has grown steadily. From 2017 to 2019, the year-on-year growth rate was 8.2%, and the total market value was as high as 4.98 trillion yuan. Especially under the catalysis of the epidemic in 2020, the annual market total exceeded 5 trillion yuan. At present, China's fresh food industry is still in a developmental stage. stage.
2) Development history of community group buying industry
Community group buying is not a new country email list form of fresh food e-commerce, but a new type of retail model that takes fresh food as the entry point and relies on the personal resources of the community and the head of the group for commodity circulation. Community group buying has gone through the budding stage, the initial stage, the development stage, the popular stage, the shuffling stage, and the recovery of vitality.
Figure 2.1-2 Development process of community group buying industry
As can be seen from Figure 2.1-2, my country's community group buying industry has experienced a process of spreading from first-tier cities to second-tier cities and then developing to third- and fourth-tier cities. After the epidemic in 2020, community group buying has developed rapidly, and Internet giants have joined (Didi, Meituan, etc.) , Pinduoduo, Ali).
Summary: In 2016, community group buying started in first- and second-tier cities. In 2018, the monthly GMV in second-tier cities exceeded 10 million. In 2020, the epidemic has promoted the development of the fresh food market. Fresh food e-commerce has become the main way for residents to buy fresh food, cultivated the consumption habit of residents to buy living materials in groups, and laid the foundation for the development of community group buying.
Figure 2.1-3 Community group buying industry map
As can be seen from Figure 2.1-3, community group buying is mainly aimed at community residents, upstream suppliers include product suppliers and service providers, midstream community group buying services are mainly group leaders, downstream consumers are mainly community residents, and the group leader is the upstream A bridge between the supply chain and downstream community users.
Summary: Community group buying is a convenient service provided by suppliers and community group buying platforms to community residents . Downstream community users are equivalent to directly connecting with the upstream supply chain, eliminating the price difference between middlemen, and users can buy life at the cheapest price. Materials, the head of the group collects commissions from the upstream supply chain. For users, the low price of community group buying can stimulate consumers' desire to buy, attract community consumers to online consumption, and stimulate the development of the fresh food industry.