【财神道(www.130510.com)】日前,有知情人士向财神道独家爆料,腾讯战略投资部(产业共赢基金)投资了目前行业排名第一的兴盛优选,正式入局社区拼团“大战”。
另一名接近腾讯的企业CEO则向【财神道(www.130510.com)】透露,腾讯延续财务投资的一向风格,“这次投资金额不大,也不是独家投资(至于是不是领投并不清楚),占股比例可能还不到1%”。
他还表示,归属于腾讯内容平台的“双百计划”(腾讯计划3年内投入价值100亿资源,扶持100家创业企业市值过亿,简称“双百计划”)投资部还在与多家社区拼团头部企业接触,“其中两家已经在内部讨论是否投资”。
该融资消息得到了兴盛优选A轮投资人、金沙江创投创始人朱啸虎的确认。他在刚过去不久的阿拉丁小程序创新大会上的公开演讲中提到,兴盛优选已经获得腾讯投资。不过,朱啸虎并未透露该融资的具体信息。
就融资消息向兴盛优选CEO周颖洁和腾讯方面分别进行求证,双方均未予以答复。
此前,有投资人对财神道表达疑惑,腾讯产业共赢基金对做的优秀的小程序往往采取投资的方式占领流量,如甩甩宝宝、糖豆、多抓鱼、好物满仓等。但是奇怪的是,腾讯一直对社区拼团徘徊不定。
财神道曾就此询问腾讯相关负责人,对方表示,可能原因是“(腾讯认为)社区拼购商业模式好像并不明朗”。
可如今,腾讯出手社区拼团。
腾讯的投资,合理地解答了前述投资人的疑惑,但也引起不少社区拼团企业的警惕。某社区拼团头部企业CEO直指,“这不是既当裁判员又当了运动员吗?”
对于这一问题,前述爆料CEO分析,“看起来是这样,但腾讯投资不像阿里和百度,是挺纯粹的财务投资。另一点,从现有投资来看,腾讯投资小程序也很正常。”
社区拼团的基础是微信小程序。据财神道了解,目前,拥有独立APP的社区拼团玩家仅有苏宁(苏小团)等极少数企业。有分析人士认为,苏宁之所以推出苏小团APP在于其线下苏宁小店门店流量的支持。而其他社区拼团企业几乎都以小程序为主要战场。
可以说,腾讯对数据的掌握是最全面和权威的。而此次投资,似乎也证明了兴盛优选的流量优势受到正式的认可。
社区拼团经历半年多的“疾风骤雨”,融资超过45亿元。据财神道不完全统计,目前全国社区拼团企业总数超过1000家,竞争比较激烈的省份包括湖南、江苏、山东、河南、湖北、浙江、福建、四川、广东等省份。
以江苏为例,社区拼团企业邻邻壹联合创始人张颖诗曾向财神道表示,在每个城市几乎都有竞对,有的城市甚至有十数家在竞争。“竞争激烈的城市中都有四、五家头部玩家,小的玩家不计其数”。
如财神道曾经的文章《站在拐点上的社区拼团》所言,第一阶段形成了兴盛优选、食享会、你我您、美家优享、十荟团、邻邻壹、松鼠拼拼、考拉精选和小区乐等头部企业。
按照行业关注的月GMV数据排名,兴盛优选3.7亿(2019年1月数据)暂列首位。
兴盛优选小程序页面
兴盛优选2019年1月份的GMV达到3.7亿,日订单超100万单,在众多的社区拼团企业中暂列首位。据最新战报,兴盛优选4月份日订单数已达近180万。“按照12元的客单价计算,4月销售额在5.5亿到6亿之间。”一位关注兴盛优选的行业人士计算。
兴盛优选小程序上线于2018年10月,以“复兴门店、赋能上游、改变消费者生活方式”为使命,9月公司获得了“中国风投女王”今日资本徐新领投,金沙江创投、真格基金跟投的数千万美元A轮投资。
A轮融资公布之后,兴盛优选选择低调做事。正如对方在对话财神道时形容的那样,他们希望在长沙这样的“黑暗山洞中练功”。(值得注意的是,兴盛优选的“拼团”属性较弱,自身定义为“社区零售平台”。)
致力于小程序数据分析的阿拉丁发布的4月份微信小程序TOP100榜单中,兴盛优选排名第21位,在“网络购物”领域中排名仅次于拼多多和京东购物。
首先,他们的使命之一是复兴门店,这一点走在了很多独立发展的社区拼团而又大多转向便利店的企业之前。
其次,虽然定位都在家庭日常消费,可是社区拼团整体是爆品与标品化策略,兴盛优选满足的是消费者“一日三餐”的买菜需求,也就是生鲜品类品种都会围绕消费者需求变化。
再次,文化理念成为一个在风口中的企业一直强调的事情,正如兴盛优选前台墙上的红色标语“生命于我们每个人,仅有一次,我们要用它来改变世界”。这很可能是湖南人的特性决定的。
“二战时,罗斯福一直独善其身,只是把武器借给同盟国,这不和上一阶段腾讯在社区拼团大战中的角色是一样的?而投资兴盛优选代表,不就是珍珠港事件之后美国正式参战?”前述CEO如此类比。
腾讯“参战”,社区拼团将如何?(文/秦川)
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