The reality show "Our Beautiful Life" jointly produced by Hunan Satellite TV and Mango TV invites different stars to try out the experience officer every week to provide business suggestions for the homestay. This week "Our Beautiful Life" came to Harbin people! Lu Yi and Bao Lei are here. As a Harbin person, Bao Lei doesn’t know if she will provide any business suggestions with Northeast characteristics?

The first couple of experience officers, Lu Yi and Bao Lei, came as guests, coinciding with the beautiful partners going to the next village to study. They made an appointment to meet at the homestay in the next village. After an old friend-style "dismantling" greeting, they began the "pig chasing competition". The scene is full of situations, who can see the "pig" with their eyes?

After the visit and study, everyone rode back to the Good Life Homestay. After a night of trial stay, Lu Yi and his wife put forward their opinions on the heating measures in the homestay room. After hearing the reason, Cai Shaofen called it their own problem. Why is this? To make the unique gift of the Good Life Homestay, they went to the farm to pick up eggs, bring baskets to pick flowers, and carry water bottles to fetch mountain spring water. They wanted to make oil tea flower dew for Lu Yi and Bao Lei, but they were told that it would take 1 hour. Can they make the flower dew before Lu Yi and his wife get on the bus?

After the beautiful partners reluctantly bid farewell to Lu Yi and Bao Lei, they will also welcome new trial experience officers Meng Jia and Zhou Bichang. The two took two big red snakeskin bags to participate in the construction of the library. They sorted books and created graffiti. After finishing their work, they wore winter cotton pajamas, danced in the square, and went out to look at the stars, showing their down-to-earth side.

Harbin Daily reporter, Gao Yun

　　On the evening of June 29, a number of listed companies in Shanghai and Shenzhen issued announcements for investors’ reference:

　　Major Announcements > > >

　　CITIC Construction Investment: Signed a financial technology strategic cooperation agreement with Tencent

　　() Announcement on the evening of June 29, the company and Tencent signed a financial technology strategic cooperation agreement in a remote manner on the same day. The two sides will carry out specific cooperation in financial technology, financial business, user service, online investment and education base construction, financial technology team building, etc., and work together to expand the leading edge in related fields; through the development of financial technology innovation experiments, provide customized, point-by-point, digital system solutions, and form a data-driven and business linkage operation model to promote the common development and long-term win-win situation of both parties in the field of financial technology.

　　Hillhouse, UBS AG and J.P. Morgan participated in the investment

　　On the evening of June 29, () disclosed the report on the issuance of shares to specific objects in 2020, determined that the issuance price was 58 yuan/share, the number of shares issued was 36.7322 million, and the total proceeds raised was about 2.13 billion yuan. The issuance objects were finally determined to be 12, including Hillhouse, UBS AG and J.P. Morgan.

　　Suning.com: At present, the parties to the transaction have not signed a formal transaction agreement, and the stock continues to be suspended

　　() On the evening of June 29, it was announced that the company was planning to issue shares to purchase assets. The assets to be purchased this time are the equity of the project company held by Shenzhen Venture Capital Sunyunxin Private Investment Fund. The specific scope of the project company is still under discussion. As of the disclosure date of the announcement, the parties to the transaction have not signed a formal transaction agreement, and the company and relevant parties are organizing and promoting the relevant work of this transaction. The company’s shares continue to be suspended.

　　Runhe Software: Reports suggesting that the relevant suppliers are suspected to be listed companies or companies controlled by controlling shareholders are not true

　　() Reply to the Shenzhen Stock Exchange’s letter of concern on the evening of June 29: After verification by the company, the report implying that the relevant suppliers are suspected to be listed companies or enterprises controlled by controlling shareholders is not true, and the suppliers who are occupied by Runhe Investment have no affiliation or other interests with listed companies, directors, supervisors, and senior executives, controlling shareholders Runhe Investment, and the company’s previous information disclosure is true, accurate and complete.

　　China Great Wall: plans to spin off the holding company Great Wall information growth enterprises market listing

　　() On the evening of June 29th, the company plans to spin off its subordinate holding company () joint stock company growth enterprises market listing, authorizing the company’s management team to start the preliminary preparations for the spin-off of the Great Wall information growth enterprises market listing.

　　Two-board Zhongheng Group: Subsidiary Baijiu business Smaller company has no plans to transform into Baijiu business

　　On the evening of the 29th, the company’s wholly-owned subsidiary Shuangqian Industrial’s main business is food production, food management, etc. Baijiu business is not the main business. From January to May 2021, the subsidiary Baijiu products only achieved operating income of 3.99 million yuan and realized profit of 890,000 yuan. The scale is small, accounting for a very small proportion of the revenue and profit of the listed company. The company has not invested in the construction of Baijiu production plants, has not acquired the equity of Baijiu production enterprises, and does not have the technology, personnel and capabilities to produce Baijiu by itself. The company’s current main business is pharmaceutical manufacturing, which has not changed, and there is no plan to transform to Baijiu business.

　　Two-board Kelier: The company’s industrial control department has officially become a Huawei supplier, but the current proportion of related business is small

　　The company’s industrial control division has officially become a Huawei supplier, and the company’s servo series products have been applied to Apple mobile phone production equipment and testing equipment. However, the related business currently accounts for a small proportion of the company’s overall business and has not yet had a significant impact on the company’s operating results. There are no major matters about the company that should be disclosed but not disclosed, nor are there any major matters in the planning stage.

　　Performance > > >

　　(): The first half of the pre-profit 2.55 billion yuan – 2.65 billion yuan, an increase of 1027.88% -1072.11%

　　Luxi Chemical disclosed its semi-annual performance forecast on the evening of June 29. The company’s pre-profit was 2.55 billion yuan – 2.65 billion yuan, an increase of 1027.88% -1072.11% year-on-year. During the reporting period, the company seized market opportunities, gave full play to the advantages of park integration, and maintained the production capacity of major chemical products. Prices of major chemical products increased significantly year-on-year, achieving a significant increase in performance.

　　Ming Microelectronics: Net profit in the first half of the year increased by 832% -936% year-on-year.

　　Ming Microelectronics (688699) announced on the evening of June 29 that it is expected that the net profit in the first half of 2021 will be 270 million yuan to 300 million yuan, an increase of 832.38% to 935.98% year-on-year. In the first half of the year, the upstream production capacity of the company’s industry is still tight, and the demand in the downstream application field is strong. The company realizes the increase in sales of original products while the new products are continuously listed in batches. The company strives to expand upstream suppliers under the tight situation of wafer foundries, and realizes product upgrades by continuously improving R & D capabilities, effectively shortening the conversion cycle of chips between different wafer foundries.

　　Benxi steel sheet: the first half of the pre-profit of about 2.20 billion yuan, an increase of about 764%

　　() On the evening of June 29, the semi-annual performance forecast was disclosed, and the company’s pre-profit was about 2.20 billion yuan, an increase of about 764% year-on-year. During the reporting period, the company seized the favorable opportunity of the recovery of the steel market and carried out a series of fruitful work in production operation, marketing, Facility Management and other aspects.

　　Dongfang Bio: Net profit in the first half of the year increased by 469% -574% year-on-year

　　Dongfang Bio (688298) announced on the evening of June 29 that it is expected that the net profit in the first half of 2021 will be 2.98 billion yuan to 3.53 billion yuan, an increase of 468.76% to 573.73% year-on-year. Affected by the global COVID-19 pandemic in the first half of the year, the company’s novel coronavirus antigen rapid detection test strip (colloidal gold) continues to invest in the global COVID-19 pandemic prevention and control business, in line with the global epidemic detection product demand; the company’s COVID-19 detection reagent sales continue to make major breakthroughs, and the original business maintains stable growth.

　　Xinyuan Micro: Net profit in the first half of the year increased by 399% -543% year-on-year

　　Core Source Micro (688037) announced on the evening of June 29 that it is expected that the net profit in the first half of 2021 will be 31 million yuan to 40 million yuan, an increase of 398.59% to 543.35% year-on-year. During the reporting period, the prosperity of the semiconductor industry continued to improve, and the company’s sales orders increased significantly compared with the same period last year. The company’s revenue in the fields of integrated circuit front wafer processing, back advanced packaging, compounds, MEMS, LED chip manufacturing and other fields has increased significantly. The operating income in the first half of 2021 is expected to exceed 320 million yuan, basically reaching the level of last year.

　　Tongfu Microelectronics: Pre-earnings of 370 million yuan – 420 million yuan in the first half of the year, an increase of 232% – 277%

　　() On the evening of June 29, the company disclosed its semi-annual results forecast, with a profit of 370 million yuan to 420 million yuan, an increase of 232.00% to 276.87% year-on-year. In the first half of 2021, semiconductor packaging and testing capacity continued to remain in short supply. The company’s business in high-performance computing, 5G, memory, display driver chips and automotive electronics is progressing smoothly, and its operating income continues to expand.

　　China Jushi: Net profit forecast to increase by 200% -250% in the first half of the year

　　() On the evening of June 29, the company announced that the net profit realized in the first half of 2021 is expected to increase by 200% to 250% compared with the same period of the previous year. The company’s profit in the same period of the previous year was 762 million yuan. In the first half of the year, with the weakening impact of the epidemic, the demand for major domestic glass fiber downstream application fields was strong, and the export sales of glass fiber products also improved significantly. The volume and price of the company’s roving products rose simultaneously, and the price of electronic cloth rose sharply. At the same time, the company actively adjusted the production capacity structure and product structure, and the comprehensive cost continued to decline, laying a good foundation for

　　Zhengye Technology: The first half of the pre-profit 157 million yuan – 172 million yuan, an increase of 215% -245%

　　() On the evening of June 29, the company disclosed the semi-annual performance forecast, and the company’s pre-profit was 157 million yuan – 172 million yuan, an increase of 215% – 245% year-on-year. During the reporting period, the company focused on the development strategy of "industrial testing intelligent equipment" and realized a steady improvement in the quality of business development. As of June 28, 2021, the company had orders in hand of about 696 million yuan; among them, benefiting from the high prosperity of the new energy industry, the order amount of lithium battery detection automation business was about 421 million yuan.

　　Yangjie Technology: The first half of the pre-profit 317 million yuan – 361 million yuan, an increase of 120% -150%

　　() On the evening of June 29, the semi-annual performance forecast was disclosed, and the company’s pre-profit was 317 million yuan – 361 million yuan, an increase of 120% -150% year-on-year. In 2021, the economy will recover, and the domestic substitution of power semiconductors will accelerate, and the state will introduce favorable policies for the new energy industry. The company conforms to the market environment, improves capacity utilization, actively expands market share, and realizes full production and full sales. Sales revenue increased by more than 70% year-on-year. The performance of MOS, small signal, IGBT and modules all increased by more than 100% year-on-year.

　　Jingshan Light Machinery: The first half of the year, the pre-profit 100 million yuan – 120 million yuan, an increase of 75.97% -111.16%

　　() On the evening of June 29, the semi-annual performance forecast was disclosed, and the company’s pre-profit was 100 million yuan – 120 million yuan, an increase of 75.97% -111.16% year-on-year. During the reporting period, the rapid development of the company’s two core main businesses (photovoltaic intelligent complete equipment business and intelligent packaging complete equipment business) directly led to the improvement of profitability.

　　Jimi Technology: Net profit in the first half of the year increased by 94% year-on-year

　　Extreme Rice Technology (688696) announced on the evening of June 29 that it is expected that the net profit in the first half of 2021 will be 189 million yuan, an increase of 94% year-on-year. The company’s product market performed well in the first half of the year, and sales continued to grow, driving revenue growth; at the same time, the company’s product self-developed light probability and product pricing strategy drove gross profit margin.

　　Ningbo Huaxiang: the first half of the profit of 614 million yuan – 711 million yuan, an increase of 90% – 120%

　　() On the evening of June 29, the semi-annual performance forecast was disclosed, and the company’s pre-profit was 614 million yuan-711 million yuan, an increase of 90%-120% year-on-year. In the first half of 2020, due to the impact of the COVID-19 pandemic, the company’s domestic and foreign business development was affected to varying degrees, and the performance base was relatively low. During the reporting period, although the overall "lack of cores" in the industry had a certain impact on the company’s operations, a good customer structure and response measures made the impact manageable, and the company’s operating income and profits continued to grow.

　　Gold Molybdenum Shares: Net profit in the first half of the year increased by 78% -101% year-on-year

　　() Announcement on the evening of June 29, it is expected that the net profit in the first half of 2021 will be between 225 million yuan and 255 million yuan, an increase of about 78% to 101% year-on-year. During the reporting period, the price of molybdenum at home and abroad rose year-on-year. The company continued to strengthen value maximization management, further optimize product sales structure, and continuously strengthen cost control. The effect of lean management gradually appeared, and the profitability of products was effectively improved.

　　Bairun Shares: Net profit in the first half of the year increased by 65% -80% year-on-year.

　　() Announcement on the evening of June 29, it is expected that the net profit in the first half of 2021 will be 350 million yuan – 382 million yuan, an increase of 65% -80% year-on-year. During the reporting period, the company’s pre-prepared cocktail business and flavor and fragrance business sales revenue grew rapidly year-on-year, and operating profit and net profit increased significantly accordingly.

　　Hongchuan wisdom: the first half of the pre-profit 129 million yuan – 147 million yuan, an increase of 50% -70%

　　() On the evening of **** 29, the semi-annual performance forecast was disclosed, and the company’s pre-profit was 129 million yuan to 147 million yuan, an increase of 50% to 70% year-on-year. During the reporting period, the company relied on its existing operating advantages, the development trend of its main business was good, and its profitability continued to increase. During the reporting period, the company’s smart customer service, **** washing and sewage treatment services continued to improve.

　　Zhenbao Island: Net profit in the first half of the year increased by 30% -51% year-on-year

　　() Announcement on the evening of June 29th, it is expected that the net profit in the first half of 2021 will be 240 million yuan to 278 million yuan, an increase of 30.13% to 50.54% year-on-year. The growth is mainly due to the company’s use of the advantages of the whole industrial chain of traditional Chinese medicine to promote the layout of the authentic medicinal material resources industry, establish a professional market for traditional Chinese medicinal materials (smart medicine market), build a third-party trading platform for traditional Chinese medicinal materials, combine the physical market with the online market, and form strategic alliances with medicinal material growers, traders and manufacturers to expand the scale of Chinese medicinal materials trade.

　　Wanda Film: the first half of the pre-profit 620 million yuan – 680 million yuan, year-on-year losses

　　() On the evening of June 29, the semi-annual performance forecast was disclosed, and the company’s pre-profit was 620 million yuan – 680 million yuan, a year-on-year turnaround. As of June 27, 2021, the national total box office was 24.91 billion yuan (excluding service fees), the number of people watching the movie was 680 million, the company achieved 3.53 billion yuan at the box office, and the number of people watching the movie was 91.25 million. The growth rate was higher than the domestic market level. The company’s cinemas (including concessions) had a cumulative market share of 15% from January to June, maintaining a relatively obvious increase.

　　Increase and decrease holdings > > >

　　Rock Shares: Controlling Shareholders and Associates Increase 4.08% of the Company’s Shares

　　() Announcement on the evening of June 29, as of now, the controlling shareholder Guijiu Development and its concerted actors Shanghai Hongchu, Shanghai Hongqian, and Wuniu Fund have cumulatively increased their holdings of the company’s shares 13.63 million shares, accounting for 4.08% of the company’s total shares. The above changes in equity have not resulted in changes in the company’s controlling shareholders and actual controllers.

　　Chuanyi Technology: The actual controller reduced its stake by 1.53%

　　() On the evening of June 29, Zou Weimin, the controlling shareholder and the actual controller, reduced his holdings through the Shenzhen Stock Exchange block trade on June 28, reducing his holdings of the company’s shares 4.38 million shares, accounting for 1.53% of the company’s current total share capital, more than 1%.

　　Qitian Technology: Shareholders plan to reduce their holdings of the company by no more than 1%

　　() On the evening of June 29th, the 8.07% shareholder Bosera Capital-Cornette 2 special project asset management plan plans to reduce the company’s shares by centralized bidding within 3 months after 15 trading days, not more than 6.5899 million shares, not more than 1% of the company’s total share capital.

　　Others > > >

　　Anhui Heli: 1 billion yuan investment to build Bengbu hydraulic expansion and intelligent manufacturing base construction project

　　() On the evening of June 29th, the wholly-owned subsidiary Bengbu Hydraulic plans to purchase about 306 mu of land in Bengbu Longzihu District High-speed Railway Industry and Trade Park, and plans to invest in the construction of Bengbu Hydraulic Machinery Co., Ltd. expansion and intelligent manufacturing base construction projects. The project is expected to invest about 1 billion yuan, mainly including the research and development of core components such as industrial vehicle oil cylinders and intelligent manufacturing construction.

　　Jiaheng Jiahua: Plans to invest 680 million yuan to build a production base for cosmetics and home care products

　　() On the evening of June 29th, in order to accelerate the company’s development and meet the needs of business development for business land, Huzhou Jiaheng, a wholly-owned subsidiary of the company, intends to sign an investment cooperation agreement with the people’s government of Lianshi Town, Nanxun District, Huzhou City. The company intends to invest in the construction of cosmetics and home care products production bases on the south side of Rujiadian Road and the east side of the three-high connection line in Lianshi High-tech Park. The total investment of the project is expected to be no less than 680 million yuan. After the project is put into operation, the annual output value will be no less than 700 million yuan, and the tax will not be less than 41.50 million yuan.

　　Cangzhou Pearl: It is planned to build a high-barrier nylon film project with an annual output of 38,000 tons, with a total investment of 445 million yuan

　　() On the evening of June 29, the company announced that it plans to invest in the construction of the "high-barrier nylon film project with an annual output of 38,000 tons" in Cangzhou City, Hebei Province. The total investment amount of the project is 445 million yuan, and the main investment is to build 2 high-barrier nylon film (BOPA film) production lines for the production of BOPA film products.

　　Rishang Group: The subsidiary plans to invest in the construction of metal processing and lightweight wheel projects with a total investment of about 370 million yuan

　　() On the evening of June 29th, Hebei Rishang, a wholly-owned subsidiary, signed an investment agreement with the Management Committee of Caofeidian Iron and Steel Power Park. Hebei Rishang plans to invest in the construction of metal processing and lightweight wheel projects in the park. The total investment of the project is about 370 million yuan, and the total area of the project is about 213 mu. It is mainly used for steel leveling, blanking processing and steel wheel production. The project adopts the overall planning and step-by-step implementation investment method. The investment period is 3-5 years. After the project is completed, it is expected to realize the annual steel leveling and blanking processing capacity of about 180,000 tons, and the annual steel wheel output is about 4.70 million.

　　GEM: Subsidiary company invests in the construction of a battery-grade high-purity nickel-cobalt salt crystal project with an annual output of 100,000 tons

　　() On the evening of June 29th, the company’s wholly-owned subsidiary GEM (Jingmen) High Purity Chemical Materials Co., Ltd. will invest 310 million yuan to build an annual output of 100,000 tons of battery-grade high-purity nickel-cobalt salt crystals (33,000 tons of battery-grade high-purity nickel sulfate crystals, 33,000 tons of battery-grade high-purity cobalt sulfate crystals, 33,000 tons of cobalt chloride crystals) project production line and supporting environmental engineering facilities, the project construction period is 9 months.

Original, Wang Yaqi, e-commerce online

Text | Wang Yaqi

Editor | Sask

At the moment of the epidemic, the fire of community group buying has begun to burn again.

Recently, it has been reported that Vipshop is recruiting a head of delegation in Zhuzhou, Hunan. Judging from the recruitment information disseminated, the first to recruit is the investment promotion staff (BD) – in addition to expanding the position and developing the head of delegation, the job content also includes assisting the head of operation and revenue, and the position treatment is calculated according to the basic salary of 4000 + performance + commission. BD is often the prelude to building the business and team, but on the major recruitment platforms, there is no official recruitment information for the time being, and this recruitment is more likely to be carried out quietly.

As an e-commerce platform that swipes TV screens all year round, takes clothing as its core category, and has a stronger "sale" mind, Vipshop and community group buying are connected in tandem, which at first glance is very inconsistent. But it is reasonable to analyze the business model. Vipshop has always wanted to cut from vertical categories to all categories, but the "lack of traffic" has always stuck its transformation lifeline. Even in 2017, Tencent and JD.com announced their investment in Vipshop, and Vipshop sales entered WeChat Jiugongge. The continuous supply of traffic from Tencent’s social products still failed to solve the anxiety of Shen Ya, the founder of Vipshop.

In the field of e-commerce, the division of online traffic has been basically stable, but offline traffic has not yet been fully penetrated, and there is still a chance to take a chance.

Community group buying is considered to be the hottest track in 2020, but this year, there have been subtle changes:

1. Compared with the "first day order and next day pickup" recognized by the industry in the previous two years, the model of community group buying seems to have returned to the essence of the original "group buying", a model of making a fortune from a private domain;

2. Regional and local groups have begun to thrive again, and even now it is a personal group – through tools such as Kuaituan, anyone can not be attached to a certain platform, become a leader, and enter the community e-commerce;

3. From high-frequency fresh food to daily general merchandise, consumers who have been cultivated are no strangers to group buying and even demand more.

The change of the competition landscape and the maturity of consumption habits have increased the "probability" of Vipshop’s community group buying. However, when Tongcheng Life, Food and Enjoy Club, and Shihui Group fell one after another, the orange heart selection and prosperous selection that brought capital into the game frequently contracted, and Duoduo Shopping and Meituan Preferred continued to lose money. The industry does not seem optimistic about Vipshop’s rash entry. In the second half of the increasingly complex industry, Vipshop up the ante may be a risky move, but it may not be a breakthrough.

"Group buying seniors"

Vipshop is not a traditional e-commerce platform. It first started by relying on "special sales" – it was more often called "flash sales" in the early e-commerce field. It is in the form of limited-time sales, regularly launching products of internationally renowned brands, at a discount of 1-50% from the original price for exclusive members to snap up for a limited time. This was a strong market demand a decade ago when there was a serious overcapacity in apparel: according to wind data, among the 87 listed companies in the textile and apparel industry, the cumulative inventory reached 73.20 billion yuan in mid-2012.

However, when the inventory dividend resources gradually dried up, the core competitiveness of the flash sale model was weakened. Vipshop’s competitor VANCL also launched flash sale, and the commission ratio was lower than that of Vipshop; Dangdang quickly launched "tail exchange", and the intention of challenging was obvious; not to mention JD.com and Tmall also launched their own special sales channels. For Vipshop, which started flash sale, the industry volume of flash sale is not as good as that of traditional e-commerce, and whether it is the supply chain or the self-produced traffic level, Vipshop cannot compete with the comprehensive e-commerce platform.

In such an industry context, there is neither stable goods nor closed-loop in-app traffic, and accurate consumer groups have become Vipshop’s final weight. Getting more external traffic and becoming the head of the vertical industry have become the key to Vipshop’s competition, and it has also become an opportunity for it to target group buying.

In 2012, at the height of the PK battle, Vipshop officially tested the "group buying" model. The essence of group buying is group shopping, which uses social stickiness to gather more consumers – that is, traffic, which is exactly what Vipshop needs. Vipshop set up the group buying channel "Vipshop Group" at that time, which made a distinction from the main category of clothing of flash sale, mainly engaged in daily necessities, including cosmetics, home improvement, accessories, snacks… However, by the third quarter of 2014, Vipshop began to shrink the group buying business. By the second quarter of 2015, the group buying revenue contribution had been reduced to 0.2% of the total quarterly revenue, compared to 5.5% in the same period last year.

Vipshop is now very rich in categories

In this regard, Yang Donghao, then the CFO of Vipshop, once explained that the unit price of the group buying business was only half of the company’s main business, but the company still had to pay for the delivery of each group buying order, and the profit margin of the group buying business was much lower than that of Vipshop’s main business. Considering the low unit price of the group buying business, there was also a certain gap between the repurchase rate and the sale, so the operation was adjusted – Vipshop’s first group buying test started with external traffic, and finally did not make money, and finally gave way to the company’s short-term revenue indicators.

In the fierce competitive environment at that time, it was difficult to say that this was a wrong move. But a few years later, Vipshop was still worried about traffic, and its motivation for entering the group buying market was still there. The change was that the giants who had entered the market in the past two years had already used their money to develop their consumption mentality and market education. When consumers began to pay for group buying, Vipshop’s sales crowd that had accumulated for several years became a valuable asset. It was so similar to the label attributes of the group buying crowd that it was not surprising that Vipshop, a veteran with the "group buying gene", chose to leave the market again at this time.

Fresh food e-commerce has long been deployed

Nowadays, when we talk about community group buying, it seems that "placing an order on the first day and picking up the goods the next day" has been taken as a definition. Duoduo Shopping, Meituan Preferred, Amoy Vegetables… have all strengthened the "fresh" label for it. And the "old three groups" of community group buying: Tongcheng Life, Prosperity Preferred, and Shihui Group, were first ordered in the WeChat group to pry the private domain, and then became a platform. In a track with a very diverse business model, community group buying, which was born out of "group buying", is essentially still in the category of social e-commerce.

In the past few years, Vipshop has focused its attention back on specials, but it has always been obsessed with social commerce.

Opening Xiaohongshu, it is easy to be confused by the message "Recruiting Vipshop community leaders and university leaders" – although both are called leaders, the functions of the leaders here are not similar to those in community group buying. One leader told "E-commerce Online" that after becoming a leader, you can "issue coupons" or "send links". "All Vipshop products can be sent, and consumers can get commissions when they place an order. In terms of commission ratio, shoes are 3%, clothes are 6-7%, and cosmetics are 1%. Take a coupon over 999 yuan minus 50 yuan as an example, customers can get 949 * commission ratio income." In addition, if a new leader is recruited, the old leader can get a maximum of 355 yuan recruitment income.

Unlike group buying, Vipshop launched the Mini Program and APP "Only Enjoy Customer" in 2015, which is the above-mentioned "secondary distribution + Mini Program" logic, which is actually more similar to Taobao customers. It does not need to "form a group", but distributes rebates. The same as the traditional group buying model is that they all rely on private domain groups. The head of the group has certain network resources and operational experience can also be reused.

At present, it is not clear how Vipshop carries out community group buying, but it actually has a lot of cards in hand.

The industry believes that Vipshop may adopt two models: 1. Community rebate model, not bound by the actual geographical location, through online sharing to users, successfully earn part of the commission; 2. Community head model, with the geographical location of the community as the coordinate, point-to-point offline laying, more similar to traditional community group buying, transferring the distribution and labor costs at the end to the head.

If the first model is adopted, the "distribution leaders" who only enjoy customers are ready-made resources, but because the offline geographical location of the leader and the members of his private domain group is not the same, the distribution cost of the goods is on the platform side, and the distribution location is high. If the second model is adopted, although it needs to re-expand and recruit the leader, it is more biased towards the "real-world friends economy". After the distribution is perfected, the sales situation will be more stable. Centralized order issuance, distribution costs are also lower than the former.

Weixiangke is actually a distribution app.

But no matter which model is adopted, Vipshop’s ultimate goal is to sell goods and precipitate traffic, requiring not only the head of the team, but also the cooperation of goods, logistics, and tools.

As early as 2017, Vipshop launched a fresh food project. In 2018, Vipshop launched a fresh community store "Pinjun Life" and set a goal of opening 10,000 stores in three years. At that time, Vipshop Fresh and Pinjun Life had been connected in the background, and consumers placed orders on Vipshop or Pinjun Life APP, which could be delivered to their door or picked up by the store. At the end of 2020, the investment company wholly owned by Vipshop invested in the parent company of "Vegetable Dongpo". Vegetable Dongpo focuses on fresh supply chain management and community group buying system technical services to help enterprises solve problems in the supply chain such as order, procurement, sorting, distribution, mall and operation background such as product selection, high-quality, marketing and other issues.

Judging from several cards, Vipshop is at least prepared, and it is more likely to choose the "Community Leader Mode".

Did the leaders buy it?

Tongcheng Life, Prosperity Optimization, and Shihui Group all started from the private domain, but in the end they all took the road of developing the platform. A contradiction that has been repeatedly mentioned is that the platform model is actually converting the private domain traffic of the head of the group into the public domain traffic of the platform. The pull between the head of the group and the platform always exists between the two.

A straightforward question is whether the new generation of group buyers, who are already familiar with group buying and have personal resources in their hands, still buy into the platform? Or, more pointedly, at a time when the supply of goods is so abundant, how much loyalty does the group leader have left for a single platform? "Anyway, it is a group. Instead of letting the platform charge me a commission, it is better for me to earn the money myself," said a group leader.

In the past 12 months, the other side of the community group buying head players have fallen one after another. Local and regional groups are becoming active again, and even individual groups are rising rapidly – a community group buying tool called "Kuaituan", Mini Program, is popular. It belongs to Pinduoduo and can help the head of the group to publish group buying, follow orders and asset details. According to relevant media reports, in June 2021, the GMV of Kuaituan was 2 billion yuan, and the internal expectations of Kuaituan were doubled to 4 billion yuan in November 2021. Kuaituan official claims that there are more than one million heads. At the end of February this year, Tencent also tested a group buying tool Mini Program "Goose Enjoy Group" on WeChat.

Fast Tuan Tuan mode, source: Cayman 4000

At this point, community group buying has begun to divide into two paths: the platform model and the head model.

The advantage of the head of the group model is that the growth is rapid, and the head of the group from all over the world can spontaneously open a group, which makes the cost of community group buying the original city opening and expansion point greatly reduced; but the head of the group model is not without disadvantages. Take the fast group as an example, it is mainly divided into the supply head, the big head and the small head. The supply head is often the brand owner and the distributor, and directly controls the product resources; the big head is the early purchasing agent and micro-business, and the network resources are rich; the big head can set the commission ratio and let the small head help sell – but in this process, the boundaries between the supply head, the big head and the small head are not clear, and the situation of the head of the group "rolling each other" is common.

Vipshop enters the market as a platform. At this time, when it gets involved in community group buying, it must first face the contradiction of "pulling between the platform and the head of the group".

The layout of the category is also a challenge: whether to put fresh food on the shelves? Fresh food is a high-frequency consumption, which has been verified by many platforms for excellent drainage effect, but its profit margin is limited, storage conditions are harsh and easy to wear and tear, which is different from the standard transportation of clothing and other products that Vipshop has always been good at. For Vipshop, the uncertainty of doing community group buying is still very high, which may be an important reason why the industry is not optimistic about it.

However, military risk tricks sometimes come out of the blue, especially in areas such as community group buying and social e-commerce. Running through the new model is still the expectation of the industry. Vipshop, which has been silent for a long time, wants to return to the center of the stage, and everything can only be clearer when its business surfaces.

Original title: "Another e-commerce company backed by Tencent, entering the community group buying"

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