Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

What’s the best example of group-buying you’ve seen in China?
你认为国内最好的团购案例是哪家?

Rachel Zheng
Senior Account Manager / We Are Social

我体验过最好的团购案例是小红书达人建立的微信团购群。一些达人和电商建立合作后,粉丝通过下单备注KOL的ID就可以获得额外的折扣。这些群里往往聚集了很多有共同兴趣的粉丝,大家除了平日里参与团购外,还会讨论一些共同的兴趣话题。对于KOL来说,这不仅维护了自己的粉丝社区,还获得了很多收益和源源不断的新粉丝。

One of the most impressive use cases of group-buying I've seen is a WeChat group created by a big Xiaohongshu KOL. They were able to build a close relationship with different e-commerce platforms and access special discounts and deals that everyone in the group could enjoy. These types of groups are often made of users sharing common interests where they're not only come together to enjoy special deals, but to discuss common topics. For KOLs, this type of initiative not only helps them to maintain their fan community, they also can gain a lot of revenue and a steady stream of new fans.

Xiaoxiang Cao
Account Manager / We Are Social

当前的团购,与2013年的“百团大战”的团购有着极大的区别。移动互联网的普及区别了以往的下沉市场用户和在校学生群体。他们更加看重小额利益,并且有更多的空闲时间参与平台的各种活动。极低的售价带来利润的降低,意味着商家只能依靠极大的销售数量来盈利,因此除快消、日用品外,很难有其他品类的商品适合“团购”这种销售模式。并且在团购模式中,用户基数决定销售数量,因此除头部平台外,其他平台很难复制这种以价换量的销售模式。

The current form of group-purchasing is very different from a few years ago. The popularization of mobile internet has given group-buying a prominent role among consumers in tier 3/4 cities and students who are more price-sensitive and have more time to participate in online activities that win them extra discounts. Due to this whole scheme is based on low sales prices, it relies on a large number of sales and participants. Besides FMCG products and daily goods, it is difficult to have other categories of products that fit this sales model when the user base determines the number of sales. Except for the major dedicated platforms such as Pinduoduo, it is difficult to copy this price-for-volume sales model for other e-commerce platforms.

Ivy Wang
Associate Account Manager / We Are Social

团购的最早出现当属拼多多,随后因为疫情的原因,社区团购逐渐出现,并且随着用户习惯逐渐的养成,很多博主、KOL也开始利用大家的从众心理和薅羊毛的心态参与到团购的竞争中,相信之后团购会逐渐演变为一种万物皆可团的趋势,当渠道越来越多时,同款商品不同价的现象可能出现,比价也会成为人们的烦恼。

Pinduoduo was the first major group-buying platform, but since the epidemic, we're seeing more community-based group-buying appearing. As user habits have gradually developed, bloggers and KOLs are leveraging people's herd mentality, or FOMO, and their eagerness to chase the next good deal. With the increase of more competitors and platforms, I believe that group-buying will gradually evolve into a trend where everything can be "grouped" for better prices and unique deals. It might even become an annoyance for people to compare prices on several channels.

Regina Zhou
Account Executive / We Are Social

团购在2020年已进入成熟期,发展出一套完整的生态链。疫情过后,随着滴滴、拼多多、美团这三个在营销补贴领域发展最出色的公司入局,社区团购变得更加有趣。以拼多多为例,通过用户裂变,价格优势及迭代玩法,以一种类似游戏的方式吸引用户,牢牢抓住用户的注意力。尽管活动的真实性、可获得性存在大量质疑,但这并不妨碍拼多多在下沉市场如鱼得水地渗透。

It was in 2020 group-buying entered the mature stage together with a complete ecosystem behind it. After the epidemic, community group-buying has become more interesting with companies such as didi, Pinduoduo, and Meituan, three of the best companies utilizing rewards and incentives in their marketing, participating. Take Pinduoduo as an example. It firmly captures the user's appeal and engagement through gamification mechanics. Despite plenty of doubts about the authenticity and availability of its activities, Pinduoduo still managed to penetrate lower-tier cities flawlessly.

Angel Wu
Account Executive / We Are Social

在团购应用中,我认为最令人印象深刻的是拼多多的团购。在拼多多公司开创的团购模式中,消费者可以通过从他们自己的社交网络中邀请认识的人来组建团购群,并且能够获得低价优惠。熟人社交属性以及与亲朋好友分享是中国市场文化的核心。拼多多精准捕捉并利用到了这一文化属性,使得它的团购模式可以成功在中国消费者中流行。

I think Pinduoduo is the most impressive group-buying app because the company has pioneered a group buying model that allows consumers seamlessly to get lower prices by inviting their friends and contacts to form purchasing teams through social networks. Sharing with family and friends is a central part of Chinese culture which Pinduoduo has successfully capitalized on, making it hugely popular among Chinese consumers.