The so-called community group buying means that a certain number of consumers buy the same product at a low discount through some organizations in the community or society that provide community group buying, usually relying on WeChat group and using small programs as the group buying platform. Community group buying is a kind of shopping consumption behavior of residents' groups in real communities. It is a kind of regionalized, niche and localized group buying form relying on real communities, and it is a preferential activity in the form of group buying provided by community leaders for residents around (within the community). The head of the team opened a group on WeChat group to publish product information and small program group links.

At present, community group buying has great market prospects, and has the following advantages:

1, low loss

High loss is an important reason for the difficulty in making profits in the fresh retail industry. In the traditional fresh sales path of "origin → batch → second batch → city warehouse → storefront/pre-warehouse → consumer", every link may make fresh food suffer from extrusion. However, fresh food usually stays for several days before being delivered to consumers after arriving at large warehouses or pre-warehouses. Therefore, according to the traditional sales path, the loss of fresh food will generally reach 31~41%. The community group assembling adopts the pre-sale mode, which can reduce the loss of fresh products and reduce the loss cost to a great extent.

2. There are few sales links

In the traditional sales path of fresh products, there are many sales links and many middlemen, and each link will generate a certain sales cost. However, in general, community group buying is a direct purchase and delivery from the place of origin to the head of the group, which greatly reduces the sales links and natural costs.

3. Low distribution cost

The high performance cost is another crux that leads to the difficulty in making profits in fresh retail. Because of its own particularity, fresh food has high requirements for distribution. Foam boxes, ice packs, different categories and so on are standard for fresh food distribution. If it is delivered to the door by e-commerce, additional expenses, delivery fees, etc. will be needed, and the profit margin will be greatly compressed. In the community group buying mode, the platform is uniformly distributed to convenience stores or heads of delegations near the community. On this basis, neighbors can choose to pick them up or deliver them to their homes. By transferring, the performance cost is reduced, and the platform can also give more profit-making space in commodity prices.