Alibaba’s community group-buying program has started to run wild across the country with “BoxMart” as its pioneer.
Yibang Power has found that the “Boxmart” app has already entered the WeChat ecosystem and is rapidly expanding its users with newcomer offers and rewards for pulling in new people.
Ali has been paying more and more attention to the project, even transferring its headquarters team to Henan Province to try to rapidly expand the team of the MMC business group in which the project is located nationwide.
01
Boxing bazaar enters WeChat
The headquarters team was “transferred to the war”
Alibaba tries to explain the MMC project as a digital upgrade to empower small offline couple stores, thus separating it from the community group buying jungle.
On the other hand, Alibaba understands the value of social traffic and has been “courting” the WeChat ecosystem.
Yibang Power Network found that while the Taobao special version of the app has been slow to pass the audit, the “BoxMarket” app has quietly appeared in WeChat.
According to the observation, BoxMart has not yet launched an independent app, but connects the head end and the consumer end with the WeChat app. It is noteworthy that BoxMart has opened WeChat payment function and can complete the whole transaction process.
Ali has officially entered WeChat! Or throw 20 billion big bucks MMC recruiting 100 people a day
Screenshot of the WeChat app of BoxMart
Boxing bazaar is currently a standard community group buying game, relying on the head to share recommended goods to consumers and complete the entire delivery. In Henan (Zhengzhou) local keyed into the Boxma Bazaar small program, you can see a wealth of newcomer coupons, limited-time same-day bonuses, etc. The home page includes a list of product categories, limited-time seconds and some discounted limited-availability products.
Ali has officially entered WeChat! Or throw out 20 billion big bucks MMC recruiting 100 people a day
Screenshot related to the WeChat mini-program of box horse bazaar
Yibang Power test found that the address switch to different areas of Zhengzhou, can see around about 20 pick-up points, including many Jingdong convenience stores, which can be seen the speed of its coverage.
A local project ground promoter revealed to Yibang Power that each head of expansion can get hundreds of yuan reward.
And in the consumer side, the box set has also adopted the play of pulling new rewards. Currently, users can get a 5 yuan reward for each share to invite a new user.
Ali officially advances into WeChat! Or throw out 20 billion big bucks MMC recruiting 100 people a day
The box set head of operations staff for the head of the pull new publicity map
Yibang Power had previously received a tip-off that in February this year, Ali opened a kick-off meeting in Zhengzhou. “When the business is officially run through, Ali is ready to use ‘Box Horse Bazaar’ as a bridgehead for community group buying.”
Ground promoters also took to social media to inform the project’s name. Since then, the box horse bazaar, which merged with retail pass, has become the official army of Ali’s community group purchase.
“In late March, the head of Ali’s community group purchase and the group’s No. 1 person came to Zhengzhou.” According to a logistics service provider, the community group purchase business reports to Dai Shan, and the No. 1 person points to the group chairman Zhang Yong.
According to the industry, the group’s No. 1 person has “personally” come to negotiate the local business promotion.
“MMC has been recruiting local team members for a long time, but the process is not as good as expected. Hangzhou headquarters has recently sent a task force to Zhengzhou.” A person close to Ali’s B-series revealed that Ali is preparing to move the entire MMC business group’s Hangzhou staff to Henan.
“But the moving fee is only 5,000 per person, and many employees are hesitant.” The person said.
02
More than 1,000 positions to be recruited
MMC business group nationwide onslaught
Ali MMC business group as early as mid-March has been recruiting for the public.
Sources close to the matter told Yibang Power that up to now, the Ali Group MMC business group has publicly released nearly 1,500 positions. “The last few days at the end of March, recruitment positions surged, almost all of the daily release positions more than 100.”
Ali officially advances into WeChat! Or throw 20 billion big bucks MMC recruiting 100 people a day
In the recruitment of a large number of positions, in addition to Hangzhou headquarters and the first battle of Henan, but also covering the country including Guangdong, Hunan, Jiangxi, Jiangsu, Hubei, Guangxi, Yunnan, Guizhou, Sichuan, Chongqing, Anhui, Shandong, Hebei, Tianjin, Liaoning, Jilin, Heilongjiang, Shaanxi, Fujian, Gansu, Qinghai, Ningxia, Shaanxi and other provinces around.
As seen from the recruitment information, most of the regional positions are market development, operations, products, supply chain, logistics several categories. Among them, there is no shortage of operations community operations experts, regional city burst use experts, merchant operations experts, user growth experts, etc.
“The most urgent need is actually the supply chain, logistics category includes the grid warehouse provincial regional warehouse transport responsible.” A local partner in Zhengzhou said to Yibang Power.
In the above typical community group purchase related positions, part of the recruitment information clearly states the need to have “community e-commerce platform work experience”, “buy food platform work experience” and so on.
Ali officially into the WeChat! Or throw 20 billion big bucks MMC recruiting 100 people a day
Some MMC business group recruitment information about 1000
“Now the community group buying belongs to the stage of lack of talent, people are very difficult to recruit.” An Internet platform community group buying business regional responsible person told Yibang Power, in the early project preparation stage of box horse bazaar, the other party has communicated with him hope he can join the team, and the promise of treatment is also very generous.
In fact, Boxma is not only building an internal talent system, external supply chain service providers are also important targets for Boxma Bazaar recruitment.
“As a competitor our biggest perception is that they dig to find a good grid warehouse.” A community group buying platform grid warehouse investment person in charge revealed that the current unit price given to the grid warehouse by the box horse bazaar is much higher than the industry, at 0.7 yuan per piece, while the industry average price is 0.4-0.55 yuan per piece. The difference of a few cents per piece is a huge attraction for the grid warehouse.
Grid warehouse is an important part of the community group purchase supply chain. At present, the “big factory” community group purchase platform basically adopts the “shared warehouse – central warehouse – grid warehouse” three-tier warehouse distribution. Among them, the grid warehouse mainly adopts the joining mode (billing by pieces), which constitutes the core link of the rapid sinking of the community group purchase. The grid warehouse, like a city site, is responsible for delivering orders to the head of the neighborhood within about 15 kilometers.
“The point of competition among the families now is the front-end supply chain and logistics infrastructure.” Some grid warehouse service providers said that the box set gives a high price, and the requirements for service will be relatively high. “Now most platforms are still picking up goods by four o’clock the next day, and they require 11 o’clock.” He said.
Another Yibang Power observation, at present, the box horse bazaar has not yet unified around the pickup time, including 12:00, 14:00, 16:00, but made a request to the supplier before 11:00 delivery to the head of the instructions, its ambition for the lunch scene.
03
MMC finally reveals its “real face”
Or more than 20 billion into the big market
According to Poundland’s Q4 and full-year earnings report for 2020, the platform had 788.4 million annual active buyers by the end of 2020, surpassing Ali. This means that Ali, which has been number one in the e-commerce field in terms of user scale for years, has been surpassed by a platform with five years.
According to the late report, in February 2021, Duo buy food sold about 15 million items worth 75 million yuan a day. The first six months on the line, Poundland community group buying pieces of single volume has been close to the early launch of several months of the drop, 1/4 lower than the United States group. and before the launch of the community group buying, Poundland company only 6000 people, less than 1/2 of the drop, the United States group of 1/8.
In the investor call held after the earnings report, Poundland executives introduced that DuoDuoBuy has now entered over 300 cities in China and said they were “satisfied” with the growth rate and pace.
The box of the market along with the box of the counterattack is another Amoy system platform Taobao special version of the main attack on the sink market.
At the platform’s first anniversary conference, Taobao Special Edition, which has both 100 million monthly users and annual purchases and is the top free e-commerce app on APP STORE, announced that it would add two new sections for direct supply of origin and direct supply of brands, i.e., introduce two important categories of supply of agricultural fresh food and apparel brands, and become a comprehensive e-commerce platform dominated by cost performance.
On the other hand, this side, has been with the mysterious veil of MMC business group is attacking community e-commerce.
A few days ago, Ali responded for the first time through an open letter in the form of a definition of MMC: “Service for every store, only for every home.” The specific approach is to focus on the digital upgrade of small stores, so that small stores have stronger digital capabilities to serve the surrounding consumers, and more temperature between neighbors. Let the average daily reach of 1 billion people network to form an instant insight into consumer demand, so as to achieve the digital production of industrial zones, factories and agriculture.
Ali officially advances into WeChat! Or throw 20 billion big bucks MMC recruits 100 people a day
Screenshot of MMC open letter
According to a photo that seems to be from the scene of MMC business explanation, the project of MMC business group is not only community group purchase, but a “better solution” based on the digitalization of small stores, but also a community group purchase model.
Ali officially into the WeChat! Or throw out 20 billion big bucks MMC recruiting 100 people a day
Ali officially into the WeChat! Or throw out 20 billion big strokes MMC recruiting 100 people a day
A screenshot of MMC-related business released by an Ali employee on Pulse
From the above chart, we can see that the digital small store MMC model covers supply-side digitalization and store digitalization. In the supply side, 2C supply includes local fresh food suppliers and a number of, origin direct sales suppliers and box horse RT-Mart suppliers, 2B supply includes 1688 and Amoy special day hundred suppliers, retail pass FMC suppliers and so on. In the store side, in addition to the small store equipment upgrade, the city patron will get traffic through Taobao, Alipay and WeChat small program, WeChat group, and infusion to the store business. The whole process will allow people to understand goods and people to understand people, and finally make consumers’ fresh food, agricultural and sideline products, and daily necessities a definite demand.
“What we learned is that Ali is actually building a system similar to community group buying, which will be applied to more platforms in the future.” A person close to the B system told Yibang Power, for example, Taobao special edition, the future is likely to also access this set of MMC’s basic network, faster to serve more consumer groups in the sinking market.
Earlier this year, a source close to Ali revealed that getting consumption done in the same city near the field will become the focus of 2021 Ali.
According to public reports, Daiwa Securities believes that Alibaba’s competitors will invest more resources in new businesses such as community group buying, and predicts that Alibaba will invest around 24 billion yuan in community group buying. In addition, Ali will maintain an aggressive investment plan in new businesses, including Taobao special edition and live streaming, while the company is expected to strengthen customer acquisition and retention of hungry users.
“Everyone says the almighty Taobao, and now for consumer needs in the e-commerce chain, Ali has almost all of them covered.” The source said.
“Creating a new business form and lifestyle is hard work, the stars will be the daily, Shaxian snacks may be the most night snacks to accompany us. But youth rolls on, and isn’t everyone longing to be able to go all out for once?” Dasan said in an open letter.
Recent Comments