社交拼团+微商，到底是创业者的“新大陆”，还是重演之前社区O2O的“新套路”？
文/范向东
你是否还记得曾火遍一时的社区O2O，风投也曾为此“疯投”过，众多创业者扎堆杀入后，除了小部分家政服务类平台勉强维持生计外，大部分社区O2O创业者都败下阵来。
如今，社区创业项目换了个“马甲”，又变成了新风口：社区拼团。
这事，已有多家媒体报道，十荟团、你我您、食享会、呆萝卜、邻邻壹、考拉精选、松鼠拼拼等社区团购公司相继获得融资，还有越来越多的社区拼团项目开始浮出水面。
与拼多多相比，社区拼团又有什么不同呢？
总结目前社区团购平台，大部分都是这种模式：平台提供产品供应链、物流和售后服务，团长（小b）则负责建小区业主微信群、社群的日常运营和信息、链接投放，并通过拼团低价的玩法吸引群里社区成员下单。按销售额，团长抽取一定比例（基本都在10%左右）的佣金。
团长会定时推送限时的拼团信息，每天6次左右，在拼团成功之后，平台安排发货，产品会先送到团长手里，团长负责在社区内完成交付和售后，通常由业主到团长处自提。
简单地说，社区拼团就是微商的升级，与微信上的S2b2C分销模式类似，不过是分销、拼团玩法与社区场景的结合，核心在于围绕社区建起社交圈，把一个小区的业主拉进一个群里，统一集采集配，降低产品流通渠道成本。
此前虎嗅曾报道过微信上的S2b2C模式的好衣库，社区拼团将小b（团长、代购）的微信群放在线下小区中，团长通过预售的方式先统计需求，再统一配货至团长处，最终用户自提，履约成本要低于快递直发。
因此社交拼团平台团长的选择基本都会瞄准二三四线城市“宝妈”，她们赋闲在家，在小区内往往也有一定的同类社交圈子，街坊邻里之间信任度高，更容易接受预售拼团。通过预售的方式，可以降低损耗，经营保质期更短的商品，比如活鲜。
基本上，社区拼团都会选择高频、刚需的生鲜品类切入，逐渐拓展到家庭日常消费品，一般拼团商品包括新鲜的水果和食材、零食、米面粮油和家庭生活用品。
不过玩家之间在运营方面也有一些差别。一些平台直接招募“宝妈”，省去终端开店的租金和人力成本，尽可能节省中间环节。一些玩家如考拉精选等，则有自己的便利店网络，或招募便利店店主作为线下节点，未来有延伸业务的可能。
社交拼团跟拼多多等一些社交电商类似，水果也是拼多多的热销品类，相比线上拼团，小区熟人有更强的关系链，社交拼团也是在切拼多多“教育”过的拼团市场。
所以，从用户角度看，社区拼团+微商的消费群体与拼多多有很多重叠度，其用“线下场景拼团”方式，某种程度上是在瓦解拼多多的“线上商城拼团”。
社区“拼”不出壁垒
看起来复杂，但社交拼团的关键是在玩法上。在操作方面，最简单的是通过微信群直接下单，高级一些会有微信小程序和APP，简单粗暴，用性价比来吸引价格敏感群体。
总体来说，社区拼团是一个低门槛且容易规模化复制的模式，借团长分佣模式能低成本快速复制，网上已经有5人团队创业成功的案例。
基于线下网点拉进与消费者的距离，社交拼团或会如无人货架一样，成为零售平台的“毛细血管”。此前果小美曾想转型办公室拼团，与社区拼图异曲同工。上面这些较大的玩家，有一半都有门店，已经能体现门店作为终端节点的重要性。
不过与无人货架不同的是，社交拼团又是一个通过社交关系链，降低流量、渠道成本，强调“性价比”的生意，目标人群与拼多多类似。在三四线，创业者与巨头在同一起跑线上。
想要跑得快，就得能融资。据亿欧报道：“社区团购3个月左右就会形成正现金流及盈利，扩张迅速。投资少、见效快，适合投资人的口味，即使做不成大平台，财务投资回报率也可观。”
从目前的投资情况看，知名投资机构不少，资本逐利，在拼多多的成功或许也让他们蠢蠢欲动。不过上面这些项目多为成熟平台内部孵化，例如拿到2.4亿人民币融资的谊品生鲜，本身就有生鲜超市的基础在，且创始团队来自永辉系。
此外，值得注意的是，平台与消费者之间隔着一层小b，微信群的归属可能引发纠纷，如果团长“跳槽”，则立马会流失用户，如果平台统一派人建群管理，也可能拉低扩张效率。
甚至后续发展，可能如线上的社交电商一样，从平台逐渐做自营提高利润，再走向会员制电商。社区内的人群固定，即流量稳定，玩法的作用会逐渐减弱，供应链的要求会越来越高，因为而每一例消费者差评，都会影响整个群的氛围。
烧钱不是长久之计，社区拼团本质上是一种线下分销的常态运营机制，最终社区拼团玩家们拼的是供应链效率和交付体验，热度高低不代表生命力强弱。
来源：高街高参
文章评论
Great weblog right here! Also your website so much up fast! What host are you the usage of? Can I get your associate hyperlink on your host? I desire my website loaded up as fast as yours lol|
I didn't know that.
This post is actually a nice one it helps new the web users, who are wishing in favor of blogging.
I enjoy, result in I found just what I used to be having a look for.
You have ended my four day lengthy hunt! God Bless you man. Have a nice day.
Bye
You could definitely see your enthusiasm in the work you
write. The sector hopes for more passionate writers like
you who are not afraid to mention how they believe.
At all times follow your heart.
This is a topic which is near to my heart...
Thank you! Where are your contact details though?
Greetings from Los angeles! I'm bored at work so I decided to check out your site on my iphone during lunch break.
I enjoy the information you present here and can't wait to take a look when I get home.
I'm surprised at how quick your blog loaded on my mobile ..
I'm not even using WIFI, just 3G .. Anyways, good blog!
Thanks for finally writing about > 社区拼团+微商，换个“马甲”来圈钱？ -
财神道 < Liked it!
Usually I do not learn article on blogs, however I would like to say
that this write-up very pressured me to take a look at and
do so! Your writing style has been amazed me. Thanks, very great post.
Hello! Someone in my Facebook group shared this site with us so I came to take a look.
I'm definitely enjoying the information. I'm bookmarking and will be tweeting this to my followers!
Fantastic blog and wonderful design and style.
Hi there! Would you mind if I share your blog with
my facebook group? There's a lot of people that I think would really appreciate
your content. Please let me know. Thanks
I am truly grateful to the holder of this site who has shared this wonderful paragraph at at this place.
Does your blog have a contact page? I'm having problems locating it but, I'd
like to shoot you an email. I've got some recommendations for
your blog you might be interested in hearing. Either way, great website and I look forward to seeing
it improve over time.
You made some really good points there. I looked on the web for more info about
the issue and found most individuals will go along with your views on this site.
This is my first time pay a visit at here and i am in fact pleassant to read all at single place.
Hmm it looks like your site ate my first comment (it was super long) so I guess I'll just sum it up what
I wrote and say, I'm thoroughly enjoying your blog.
I as well am an aspiring blog blogger but I'm still new
to the whole thing. Do you have any suggestions for newbie
blog writers? I'd really appreciate it.
Hi there colleagues, how is the whole thing, and what you desire to say regarding this piece of writing, in my view its truly remarkable in support
of me.
That's a great point
My relatives always say that I am killing my time here at web, however I know I am getting experience daily by reading thes good articles or reviews.|
Excellent web site. Plenty of helpful information here. I am sending it to several friends ans also sharing in delicious. And obviously, thank you to your effort!|
This is a topic which is near to my heart... Thank you! Where are your contact details though?|