---
title: "How to Sell Food, Beverages, Beer, Seasonings, and Daily Chemicals via Community Group Buying—and Sell More?"
description: "The pandemic has reignited community group buying. With consumers unable to go out, contactless delivery has become the norm. To meet pre-Chinese New Year sales targets and recover market losses, brands have turned to community group buying—some running their own, others partnering with platforms. This crisis has significantly elevated the importance of community group buying in the minds of FMCG manufacturers, shifting them from indifference to active promotion, even considering it as the launchpad for new products."
author: "袁来"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2020-05-09"
language: "en"
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markdown: "https://xinjignxiao.com/en/articles/how-to-sell-food-beverages-beer-seasonings-and-daily-chemicals-via-commu-4690dadb.md"
original_source: "https://mp.weixin.qq.com/s/ChwJO67GXuIPCqssbDhuQA"
translation: "https://xinjignxiao.com/zh/articles/%E9%A3%9F%E5%93%81%E9%A5%AE%E6%96%99%E5%95%A4%E9%85%92%E8%B0%83%E5%91%B3%E6%97%A5%E5%8C%96-%E5%9C%A8%E7%A4%BE%E5%8C%BA%E5%9B%A2%E8%B4%AD%E4%B8%8A%E6%80%8E%E4%B9%88%E5%8D%96-%E5%A6%82%E4%BD%95%E5%8D%96%E5%BE%97%E6%9B%B4%E5%A4%9A-4690dadb.md"
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---

# How to Sell Food, Beverages, Beer, Seasonings, and Daily Chemicals via Community Group Buying—and Sell More?

> The pandemic has reignited community group buying. With consumers unable to go out, contactless delivery has become the norm. To meet pre-Chinese New Year sales targets and recover market losses, brands have turned to community group buying—some running their own, others partnering with platforms. This crisis has significantly elevated the importance of community group buying in the minds of FMCG manufacturers, shifting them from indifference to active promotion, even considering it as the launchpad for new products.

Because of the pandemic, community group buying has indeed become popular again.
Consumers cannot go out, and contactless delivery has become the mainstream of life. In order to achieve the sales targets set before the Chinese New Year and also to recover market losses, brand owners have turned their attention to community group buying. Some do it themselves, while others rely on community group buying platforms.
**Regardless of how it is done, after this epidemic, the importance of community group buying has, I believe, risen significantly in the minds of FMCG manufacturers. From previous indifference to now active promotion, some are even considering using community group buying platforms as the first stop for launching new products, with key promotion efforts.**
Currently, although FMCG manufacturers have entered the "game" of community group buying, they often haven't thought clearly about how to sell and how to sell more.
To this end, New Distribution invited Mr. Li Bin, co-founder of the local community group buying platform Hebei Dunjie Keke Jingxuan, to share with us what goes on "inside" the invisible community group buying platforms: How are FMCG products sold? Which products sell more, what specifications sell well, and how to run promotional activities to attract consumers to buy.
> **1. Which products rank high in sales on the platform?**
> **2. What specifications and prices should be chosen for products?**
> **3. How to sell big-brand new products and small-brand quality products separately?**

**-01-**
**Which products rank high in sales on the platform?**
To know which products sell well, first focus on who the consumer group is and what the consumption scenario is.
Li Bin told me, **over 70% of consumers served by community group buying are female, aged between 35-49. Regarding consumption scenarios, the core revolves around family daily life, diet, and other aspects.**
With these two key points in mind and focusing on the FMCG field, let's look at the product structure and sales rankings on community group buying platforms: frozen and fresh food categories, beverages and instant noodles, staple foods and seasonings, and household paper and daily chemicals.

**1. Frozen and Fresh Food Category**
**The frozen and fresh food category is relatively more aligned with family daily diet and female shoppers' consumption habits, and it is a high-frequency consumption category.** The top-ranked product in the product structure is meat, with subcategories: cold fresh meat, steak, lamb slices, etc.
The second category is seafood/aquatic products, with subcategories: belt fish segments, shrimp, basa fish, clams, etc. The third category is bakery items, with subcategories: egg tart shells, egg tart liquid, pizza bases, bread dough. The fourth category is instant foods, with subcategories: dumplings, rice balls, wontons, pies, and breakfast items.
In the frozen and fresh category, apart from regular meat, other categories have regional differences related to local dietary habits.

**2. Beverages and Instant Noodles**
**In the beverages and instant noodles category, instant noodles account for the highest proportion, followed by white liquor, fruit juice, beer, and red wine.** As can be seen from the table above, the main sales specifications for instant noodles are triple packs and five packs, as well as some online viral products, such as Korean fire chicken noodles.
In the beverage category, regular bestsellers like Coca-Cola and Sprite are generally not touched to avoid direct conflict with physical stores. Considering family consumption, the preferred specifications are large sizes like 1L/1.5L. Also, products like Lulu and Six Walnuts, although with thin profit margins, have high consumer recognition and sell well.
In terms of white liquor, first-tier brands have strict regional management, so local community group buying mainly features niche or second- and third-tier brands. For red wine, sales typically spike during holidays, especially during the New Year period. To avoid conflicts, the beer category mainly focuses on canned, viral, or cross-border products.

**3. Staple Foods, Seasonings, and Non-Staple Foods**
The sales rankings for staple foods, seasonings, and non-staple foods are: oyster sauce, light soy sauce, cooking wine, soybean paste, dried noodles, and blended oil. These products are generally sold through **cross-selling, for example, when "pig trotters" are launched, the strongly related products are oyster sauce and light soy sauce.**

**4. Household Paper and Daily Chemicals**
**In household paper and daily chemicals, toothpaste accounts for the highest proportion at nearly 48%, followed by laundry detergent, sanitary napkins, and dishwashing liquid.** Of course, some viral daily chemical products have very impressive single-session sales, such as waist-slimming gadgets and hair removal gadgets. For example, the hair removal gadget can sell tens of thousands of units in a day, with a conversion rate of about 20%-30%.
Sales of household paper and daily chemicals are mainly divided into two categories: first, regular necessities, mainly for daily restocking and stockpiling; second, viral products, which are small, beautiful, novel, and unique items that address minor daily pain points and are bought on impulse.
The above is the overall product structure of local community group buying platforms. Although it may differ slightly from other platforms, or due to cooperation with FMCG manufacturers, there may be differences in specifications, prices, etc., I hope it gives FMCG practitioners an overall sense of which products can move volume on community group buying.

**-02-**
**What specifications and prices should be chosen for products?**
From the current community group buying platforms, **the mainstream average order value is around 20-30 yuan. Considering that the consumer base is mainly female, it is advisable to reduce the number of specifications and lower prices to give consumers a "feeling of cheapness."**
Mr. Li Bin gave an example: A while ago, an FMCG company wanted to cooperate with us to promote sparkling water. Our suggestion was to reduce the specification. The regular is 1x15 or 1x24, but on the platform we sold 1x6, doing the same promotion as Yonghui Superstores, at 7.99 yuan per pack of 6 bottles. By differentiating the specification and lowering the direct price, sales were significant.
Another example: for facial mask products, we even sold them individually, fully considering the female consumer's perspective, reducing the cost of trial. If they like it after the first try, they increase purchase frequency. The advantage of community group buying is that there is no delivery fee; you can buy multiple items and pick them up at the community store at once.
In addition, **small specifications are easy for individual decision-making and provide a low-value trial experience; large specifications require discussion with family, which can easily lead to order loss.** In terms of pricing, it is recommended to use 4.9/9.9/19.9/29.9 as the main price points. Visually, the ending 9 is easily associated with promotions and discounts.
Besides the product itself, appearance is the first priority. Because consumers cannot touch or experience the product, images are the only way. The beauty of the packaging design determines how long consumers stay.

**-03-**
**How to sell big-brand new products and small-brand quality products separately?**
Many FMCG manufacturers, when thinking of community group buying, immediately think of special promotions and low prices as the only means. But that is not the case. **For community group buying in the early stages, low prices are aimed at acquiring users and are a last resort. But for platforms that have truly entered the mature stage, special promotions are relative, not entirely low prices.**
The operation of community group buying products is actually moving the end-cap display promotions of hypermarkets onto the platform, using online methods to sell. Therefore, regarding special prices, I hope FMCG manufacturers have a clear understanding.
How to operate specific products? Mr. Li Bin gave three examples: big-brand new products, small-brand quality products, and regular products, and how they are sold on the platform.

**1. Big-brand new products, using Oreo White Peach Oolong as an example**
1) The manufacturer coordinates with the distributor to enter the platform warehouse in advance; the team leader's profit range is 12%-15%.
2) Before the event: One week prior, the product is featured on promotional posters and videos. Store owners promote in WeChat groups and on Moments, such as collecting 200 likes to get a free product. Store owners get a trial experience in advance, and even coordinate to suggest shelf placement.
3) During the event: Store team leaders compete in performance. The top 3 stores with the most customer orders on the launch day win prizes.
4) After the event: Positive reviews with photos. After receiving the product, consumers post feedback with images, text, and videos in the group to win prizes, reaching more consumers.

**2. Small-brand quality products, using a certain brand of laundry detergent beads as an example**
1) The manufacturer arrives at the warehouse in advance; team leader profit: 15%.
2) Before the event: Store owner meetings for recommendation, giving small samples for trial, and making videos on-site to share in the group. The day before launch, store owners must not forget actions like collecting likes on Moments, exclusive posters, soft articles, and videos.
3) During the event: Sales ranking (limited to 1 person/2 units per purchase). The first place gets three bags of the same product, second place gets two bags, third place gets one bag.
4) After the event: Consumers post positive reviews with text, images, and videos to get a free 7-capsule pack (limited quantity).

**3. Regular products, using Uni-President Assam Milk Tea as an example**
1) The manufacturer coordinates with the distributor to arrive at the warehouse on the same day; team leader profit: 5%.
2) Before the event: Manufacturer posters, Moments, and WeChat group preheating.
3) During the event: Sales ranking to win gifts.
4) After the event: Consumers share order screenshots to win gifts.
**Note: Set purchase limits according to manufacturer requirements.**
At this point, some FMCG manufacturers or distributors may wonder: Will regular products conflict with in-store products? How to avoid it?
But in fact, **store owners don't care about product conflict; they care about profit.** Even for the same product, store owners sell online at a lower price, but the one-time sales volume is large, and the owner cares more about how much money they can make. For example, Uni-President Assam Milk Tea has only 5% profit, but can sell dozens or even hundreds of cases a day. Store owners can do the math themselves.
**Looking back, the business that community group buying takes is not the business of community stores, but precisely the business of surrounding hypermarkets. Community group buying helps stores reach more consumers online. It is essentially incremental business, not a grab for existing stock.**
**In the past, store business was often passive, relying mainly on natural foot traffic. Now, through cooperation with community group buying, store owners can actively sell online. Even if consumers don't enter the store, they can still do business!**

Tips will be paid 400-2000 yuan once adopted.


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