36氪·2025-09-21 03:51Core Insights - Taobao Flash Sale has officially launched its in-store group buying service as of September 20, covering key commercial areas in Shanghai, Shenzhen, and Jiaxing, with a focus on various dining categories [3][6] - The group buying service is integrated across multiple platforms, including Taobao Flash Sale, Alipay, and Gaode, indicating a strategic move to leverage a large user base [4][3] - The initiative aims to enhance user experience by extending discounts and services to dine-in options, responding to consumer and merchant demand [3][5] Group Buying Business Overview - The initial group buying offerings include popular dining options such as tea drinks, desserts, and local specialties, with competitive pricing strategies [6][5] - Notable participating brands include both national chains and local favorites, showcasing a diverse range of options for consumers [6] - The pricing for group deals is significantly reduced, with examples like a hot pot meal originally priced at 170 yuan now available for 68 yuan [6] User Engagement and Traffic Potential - The integration of group buying across three platforms presents a potential user base of 1 billion daily active users (DAU), enhancing traffic for participating merchants [4] - The group buying initiative is supported by a robust supply chain and user-generated content (UGC) to ensure a comprehensive service offering [5] Strategic Alignment with Alibaba's Goals - Alibaba's e-commerce CEO indicated that the Flash Sale business has approximately 150 million DAU, highlighting the demand for in-store pickup and group buying services [7] - The launch of the group buying service aligns with Alibaba's broader strategy to diversify service offerings and enhance user satisfaction [7] Innovative Marketing and Promotion - Gaode's "Street Ranking" initiative has redefined industry standards for local business promotion, achieving 40 million DAU on its first day and increasing traffic to featured stores by 187% [7] - Merchants participating in the group buying program will receive promotional support both online and offline, including in-store materials to attract customers [8] Merchant Perspective - Merchants involved in the initial group buying phase express optimism, viewing the initiative as a way to increase revenue, regardless of the profit margin [9]