Scan the QR code in the image to register -01- De-group-leader-ization: Who is Playing Dongfang Bubai? Is community group buying still hot? Currently, it's a tale of two extremes. What's hot is funding. Basically, everyone has entered Series D or beyond, indicating that the track is continuously favored. I have repeatedly advocated in the industry that community e-commerce will surely become the third pole of new business. What's chilling is the group leaders. The trend of de-group-leader-ization among industry giants is becoming increasingly obvious. Except for Xingsheng Youxuan, which treats group leaders as its lifeblood, the entire industry, judging by discussions in major media and industry communities, is basically playing the de-group-leader-ization game. Major internet platforms, relying on their massive native APP traffic and off-site advertising traffic, have begun to reduce the weight and importance of group leaders after utilizing their localized community traffic. Group leaders' commissions have dropped from 10-15% to around 2-5%. Specifically, their incomes have fallen from thousands, tens of thousands, or even hundreds of thousands to hundreds or tens of yuan, and some have even seen their own small store businesses decline continuously. The revolutionary leader has betrayed his supporters and allies. What kind of behavior is this? It's the behavior of a bald-headed man! Bald-headed behavior always only looks at the first page of the Sunflower Manual: "To master divine skills, one must first self-castrate!" It's a perfect Dongfang Bubai! Being a group leader now is really not easy. The feeling of being killed after serving one's purpose is truly unpleasant! Who is Dongfang Bubai? Group leaders know in their hearts, and can only silently mock themselves: "Shake for a year, turn for a year, it's fate; have some income, lose some income, thanks!" Reality is cruel! Individuals cannot act like mantises trying to stop a chariot and compete with giants; that would be overestimating their abilities. The wheel of history rolls forward, and we must look ahead. Loose individuals are meaningless. My idol, the 28-character student (Mao Zedong), once said that loose individuals must be organized, and party branches should be established at the company level, only then can we have some possibility of self-reliance. Since the giants have already become Dongfang Bubai, we too must unite and form alliances, stepping out of the quagmire of low-price disorderly competition that harms both users and ourselves, and find our own business path. -02- Community Commerce: The Essence of Group Leaders is Private Domain Traffic When determined not to be sheared by giants and have their traffic contributed, what do group leaders rely on? The answer is only four words: private domain traffic! The essence of the new profession of group leader is that mobile internet has endowed group leaders with the ability to acquire and operate traffic across all domains. This ability has been ignited and stimulated by the community group buying model, forming a new people-goods-place (person, product, place) and new retail format. The new profession formed after ignition is called group leader, indicating the success of group leaders in operating private domain traffic. This efficient matching model of people, goods, and place is indeed optimal in terms of customer experience, delivery efficiency, and full-chain cost. This is the vitality of the community group buying model and the underlying logic for tens of billions or even hundreds of billions of RMB being burned to mature this track. It's just that the dragon-slaying youth eventually became the dragon, and this model has finally alienated into what it once despised, so capital is not necessarily a good thing. The law of society is always that fortune and misfortune are interdependent. Group leaders are being marginalized and de-group-leader-ized. Are they willing to accept this? Do they have nothing to rely on? No, it is precisely the essence of private domain traffic that gives group leaders a broad road to walk. -03- Who Will Save Group Leaders? In the community group buying war, besides group leaders, which other modules have been burned to become infrastructure? 1. Third-party warehousing and distribution systems Including players in front warehouses, grid warehouses, and central warehouses. Among them are guerrillas (distributor warehouses), individual businesses (social individuals), and regular forces (such as Weijie City Distribution), and also the Four-Tong-Yi-Da (STO, YTO, ZTO, Yunda, and Best) system participating. These can all serve as infrastructure for group leaders' fulfillment. 2. New private domain traffic positions and customer acquisition tools In addition to local communities, there are tools like Video Account, Douyin Account, Kuaishou Account, etc., for private domain traffic operations. Continuous IP-based operation of group leaders, store-based experience live streaming, AI assistants for store owners, and tagging systems can better operate group leaders' users, improving stickiness and conversion rates. 3. Third-party "cloud sales systems" Whether called Group Alliance, Group Wholesale, or any other name, they must provide differentiated product selection, marketing, and fulfillment solutions for group leaders to sell goods. Whether through early manual connections or later system connections, there needs to be a socialized collaboration function based on co-creation, such as "joint procurement and sales, joint design of promotion plans, joint marketing communication, and joint design of profit-sharing systems," to serve as a business middle platform for implementation. From the industry data and best practices currently held by Brother Dong, some organizations have already achieved monthly sales of 30 million yuan for a single differentiated product, and some have laid out in more than 70 cities nationwide, forming a procurement and sales alliance with a scale of over 100 billion yuan. Back to the topic of this section: Who will save group leaders? 1. Group leaders save themselves Based on their private domain traffic pool, they can become connectors and operators of community commerce, with many things to buy and sell. This is self-rescue at the individual level. In this process, they can continue to use giants' subsidies and shear the giants' wool. Be wary of cooperation with all major platforms: if you want others' interest, they want your principal. 2. Alliance of small and medium community group buying platforms Based on differentiated manufacturer-integrated product selection and marketing capabilities, they can in turn expand the number and resources of group leaders, forming a de facto procurement and sales community, possibly finding a path different from the giants' money-burning approach. Step out of the price competition dimension of community group buying and form product differentiation competition. Through contractual ordering and distribution, aggregate the private domain traffic of various small and medium platforms, turning streams into rivers, forming a co-creation and integration relationship between manufacturers and sellers, bringing differentiated growth to both sides. 3. Regional distributors' "community commerce" Realize "integrated production, supply, and sales," combine the private domain traffic pools of all omni-channel customers in one city, lead group leaders to achieve co-creation, co-procurement, and co-sales of specific products, and upgrade their own omni-domain traffic operation capabilities. Act as a backing for group leaders in their cities, realizing true "BC integration" operations. This is also a huge opportunity. Finally, a summary: 1. The game between group leaders and giants is always an asymmetric war; we must understand what we rely on for survival. 2. The essence of group leaders is private domain traffic, but the influence of an individual's private domain traffic pool is limited; forming alliances is the way out. 3. Whether the path of alliance is initiated by regional small and medium platforms or distributors, it requires differentiated product support. From this perspective, we must not let bad products, bad fulfillment, or bad operations ruin users' trust and support for us. After all, we depend on users for our livelihood. Those who win lifelong users win the world and live long!