The core data of this paper: the punishment of community group buying, "nine prohibitions", the market size of community group buying, and the financing situation of community group buying.
1. The community group buying head platform was punished for vicious competition.
In the second half of 2020, some community group-buying enterprises took advantage of their capital to make a large number of price subsidies, disrupting the market price order and causing widespread concern. According to the clues of price monitoring, the General Administration of Market Supervision has successively filed investigations into the suspected unfair price behaviors of five community group buying enterprises, including Orange Heart Optimization, Duoduo Shopping, Meituan Optimization, Shi Hui Group and Shixianghui.
On March 3rd, 20021year, the General Administration of Market Supervision imposed an administrative penalty of 65,438 yuan +0.5 million yuan on Orange Heart Optimization (Beijing) Technology Development Co., Ltd., Shanghai Yu Can Information Technology Co., Ltd. (Buy more vegetables), Shenzhen Meituan Optimization Technology Co., Ltd. (Meituan Optimization) and Beijing Shi Hui Technology Co., Ltd. (Shi Hui Group) respectively, and imposed seven kinds of administrative penalties on Wuhan.
2, the regulatory authorities on the management of vicious competition measures.
In response to the above behavior, on February 22nd, 2020, 65438+2020, the General Administration of Market Supervision and the Ministry of Commerce held an administrative guidance meeting to regulate the order of community group buying, with the participation of six Internet platform enterprises including Ali, Tencent, JD.COM, Meituan, Pinduoduo and Didi. In order to strictly regulate the business behavior of community group buying, the meeting requires Internet platform enterprises to strictly abide by the "nine noes", mainly to control the vicious price competition and market balance adopted by some community group buying platforms in order to grab customers. The "Nine No's" pointed out that merchants should not abuse their independent pricing power, abuse their dominant market position, make false propaganda or "kill".
3. The concentration of community group buying capital has increased.
The strengthening of supervision makes the capital inflow more rational. Through the investment and financing report of community group buying in the first half of 200210, it can be found that capital is more inclined to invest in the existing leading platforms of community group buying, such as Shengxing Youxuan and Shi Hui Group, etc., the capital concentration will increase, and the concentration of the invested platforms in the corresponding industries will also increase, because the blessing of capital can give the platforms more financial advantages to seize the market.
From June to May in 2002/KLOC-0, there were only eight financing incidents in the community group-buying circuit, but the amount disclosed was as high as 26.2 billion yuan, which was higher than the total financing of 20.07 billion yuan last year.
4. The growth rate of the community group buying market will decrease.
With the gradual strengthening of supervision and more concentrated capital investment, community group buying will usher in a new round of reshuffle, and smaller community group buying platforms with unclear business models may face elimination, the popularity of community group buying will decline, the market scale growth will slow down, and the growth rate will also decline.
The White Paper on Community Group Buying in 2020 shows that the community group buying market in China will increase from 28 billion yuan to 89 billion yuan in 20 18-2020, and it is expected to reach 12 10 billion yuan in 2026+0. Although the scale is increasing year by year, the regulatory authorities began to introduce policies in 2020 to make community group buying more standardized.
5. Difficulties in the development of community group buying
Management is more standardized, funds are more concentrated, and small platforms are more difficult to survive. In the future, it is necessary for the community group buying platform to maintain its development in the process of shuffling, and to solve the development pain points such as easy brain drain, difficult quality control and overloaded logistics pressure.
For more industry-related data, please refer to the Analysis Report on Business Model Innovation and Investment Strategic Planning of China Community Group Buying Industry by Prospective Industry Research Institute.