商业洞察·2026-01-14 09:29Core Viewpoint - The article discusses the decline of community group buying in China, highlighting the shift in consumer demand from low-cost options to instant retail services that offer speed, reliability, and quality [5][7][30]. Group 1: Historical Context - In 2020, the pandemic-driven "stay-at-home economy" propelled community group buying into the spotlight, with major players like Didi, Meituan, and Pinduoduo investing heavily [9][10]. - The industry saw over 559 billion yuan in financing, with nearly 200 companies entering the market, leading to what was termed the "second group buying war" [9][10]. - By 2021, regulatory measures began to impact the market, leading to the collapse of many smaller platforms due to unsustainable business models reliant on subsidies [10][11]. Group 2: Current Landscape - As of 2025, only Pinduoduo's "Duoduo Mai Cai" remains in the community group buying space, having adapted its model to focus on high-frequency, durable goods rather than perishables [6][11]. - The GMV for Duoduo Mai Cai is projected to approach 300 billion yuan, achieved by shifting from a community group buying model to a "low-cost instant retail" approach [11][12]. Group 3: Reasons for Decline - Reason 1: Hidden Costs Community group buying is perceived as a "light asset" model, but it incurs significant hidden costs related to warehousing, logistics, and customer service, leading to unsustainable losses [14][15]. - Reason 2: Quality Control Issues Poor product quality and lack of supplier qualifications have led to numerous consumer complaints, damaging the reputation of community group buying platforms [17][19]. - Reason 3: Slow Delivery The lengthy delivery process, often taking over 24 hours, has resulted in customer dissatisfaction, as users prioritize reliability over low prices [20][21]. Group 4: Competition from Instant Retail - Instant retail has emerged as a formidable competitor, offering faster delivery times (within 30 minutes) and better quality control, which community group buying struggles to match [24][26]. - The ability of instant retail to provide a wide range of products and immediate availability has shifted consumer preferences away from community group buying [30].