△Add friend and note "inspection" to register Recently, 36Kr discovered a mini-program called "Youjia Puzi" (Friend's Shop), which may be JD.com's move into community group buying. The entity behind Youjia Puzi is "Beijing JD 360 E-commerce Co., Ltd.", which is also the developer of the "JD Shopping" mini-program. It is a subsidiary of JD Group, with Liu Qiangdong as its legal representative. △Left: Youjia Puzi mini-program info; Right: Recruitment info obtained by 36Kr According to recruitment information obtained by 36Kr, Youjia Puzi is defined as a "JD direct-operated community group buying platform." Its current main markets include Shijiazhuang, Baoding, Hengshui, Yantai, Weifang, Taiyuan, and Hohhot, all focusing on second- and third-tier city markets, consistent with other community group buying platforms. The author asked JD's PR department for comment but had not received a reply by press time. As the hottest trend in the second half of the year, by the end of October, the capital market had invested 2 billion RMB in community group buying, and major players have entered: Meicai launched Meijia Youxiang, Miss Fresh tested in Shijiazhuang, Pinduoduo invested in Chongma Linli Tuan, and Tongcheng incubated Tongcheng Life... There had long been rumors in the industry about JD entering community group buying, and the launch of Youjia Puzi has settled the matter. △Left: From Youjia Puzi mini-program; Right: From "Youjia Puzi Beta" mini-program What is Youjia Puzi? Currently, searching for "Youjia Puzi" yields two mini-programs: "Youjia Puzi Store Manager Version" for small B (businesses) and "Youjia Puzi" for consumers. The store manager service agreement in the store manager version clearly states: "Youjia Puzi is a promotion platform tool provided by the operator to store managers, including but not limited to community group buying. Store managers promote JD Mall products or services through Youjia Puzi and receive CPS commissions from JD's CPS marketing platform." The FAQ in the consumer mini-program positions Youjia Puzi as "JD's official community shopping platform," focusing on daily community needs, including fresh produce and daily necessities. This yields two key pieces of information: 1. Youjia Puzi includes community group buying but may have other functions; 2. Store manager commissions are classified as CPS advertising fees. The agreement also mentions that Youjia Puzi integrates multiple JD businesses. There are two conditions to become a store manager: 1. Register as a JD Union webmaster; 2. Have a real offline store. In addition, JD will "train store managers on using the Youjia Puzi mini-program and building groups, and provide certain resources in the early stage of store opening"; store managers have "the right to independently choose JD products for promotion and place JD promotion links in their promotional media (such as WeChat groups)." △Left: Youjia Puzi homepage; Middle: "Super Value Group Buy" interface; Right: Fresh produce category Currently, Youjia Puzi has four main tabs: "Super Value Group Buy" is linked with "JD Group Buy"; "JD Flash Sale" links do not redirect, but information is synchronized with "JD Mall"; "Coupon Products" offers coupons, emphasizing "discount on discount" for group buying; "Big Shot Recommendations" is similar to the "JD Hot Products Recommendation" mini-program. In general, the current Youjia Puzi seems to be a collection of JD's various mini-program businesses, using a distribution model to help JD sell goods. When JD Does Group Buying JD is no stranger to group buying. JD Group Buy was launched as early as 2016, and the large-scale merchant recruitment starting in March this year, followed by opening to individual sellers, has been seen as an important weapon against Pinduoduo. So when community group buying tells the story of an "offline version" of Pinduoduo, JD's entry is natural. Unlike the online physical group buying represented by Pinduoduo, community group buying uses a "online group buying + offline self-pickup" model, aiming to reduce fulfillment costs through aggregated order demand and delivery. As the most frequent community consumption category with the lowest penetration of traditional e-commerce, fresh produce has become an important starting point for community group buying platforms. Currently, fresh produce accounts for 40%-60% of consumption on various platforms. But Youjia Puzi does not put fresh produce in the most important position. The platform prominently displays products including clothing, snacks, daily necessities, beauty and skincare, etc. Fresh produce is only a category in the "Premium Mall," with unit prices generally between 10-100 RMB. Product information overlaps with JD Mall, likely using JD's existing fresh supply chain. 36Kr asked an industry insider for their views on JD's entry into community group buying. They said that JD does have supply chain advantages, but its users are concentrated in first- and second-tier cities, and the SKUs it covers overlap with the needs of this demographic. If JD encourages small stores in first- and second-tier cities to conduct group buying, it could put significant pressure on other platforms in the same region. However, in the broader lower-tier markets, such as third- and fourth-tier cities and even counties, adaptation would be lower and progress would not be smooth. Choosing store owners as group leaders is also an interesting strategy. Currently, community group buying platforms generally choose between two types of group leaders: mothers or store owners, with the main difference being whether they have offline points. Store owners have a higher threshold. Some platforms with traditional offline store resources, including "Kaola Select" and "Xingsheng Youxuan" mentioned earlier, regard store owners as important early group leader resources, but many platforms do not specifically set such recruitment conditions, letting anyone try and filtering based on sales performance. So why does JD restrict the condition to store owners? One possible guess is related to the layout of JD New Road, its FMCG B2B business. On the other hand, Youjia Puzi does not emphasize ownership of WeChat groups, and only mentions "training" and "providing certain resources in the early stage." JD seems reluctant to invest too many resources in front-end traffic play. Rather than becoming a group buying company, it is more likely that JD simply hopes store owners will become its "billboards" scattered across various locations. How will JD's group buying path develop? What impact will it have on the industry? Feel free to leave us a message. Source: 36Kr 10th B-end E-commerce Inspection -- "From Product to Scene" Event time: December 10-13 Event location: Wuhu, Nanjing, Changsha Agenda:

December 10 morning: Visit Three Squirrels headquarters + snack store

December 10 afternoon: Visit Nanjing Squirrel Small Store

December 10 evening: Visit Nanjing Master Gao Beer Workshop

December 11 all day: Nanjing to Changsha, or free arrangement

December 12 morning: Community group buying exchange salon

December 12 afternoon: Kaola Select Hero League launch event

December 12 evening to December 13 early morning: Field visit to Kaola Select logistics center -- This is the peak sorting period in the warehouse, allowing direct observation and learning of the backend operations of community group buying e-commerce Distributor friends who are interested are welcome to join us for understanding and field visits: Organization format

  1. Big shot exchange salon
  2. Company visits
  3. On-site explanations
  4. One-on-one communication
  5. Actual market case visits If you are interested in a specific day's content, you can register separately. Long press this QR code or click "Read Original" to register in one click! Add friend and note your purpose. -END-