案例名称:
洪水猛兽还是脱胎换骨——美团优选的新型社区电商探索之路
译名:
Great Scourges or Reborn: Meituan Selection’s Exploration in New Community E-commerce
案例作者:
王强、王晓晗、程翔、李浩林、洪欣然、刘玉奇
作者单位:
中国人民大学商学院,北京物资学院经济学院
中文关键词:
美团优选、社区电商、三级仓配、社区团购、商业模式,2022百优案例
英文关键词:
Meituan Selection, Community E-commerce, Three-level Distribution, Community Group Buying, Business Model
中文摘要:
近年来,社区团购引发巨大争议。2020年12月,人民日报评论写到:“别只惦记着几捆白菜、几斤水果的流量。”然而仅仅一年后,《人民日报》与央视《新闻联播》却180o大转弯,肯定了其在数字化便民、增进民生福祉等方面的积极作用。本案例讲述了美团的探索历程:从小象生鲜的夭折,到疫情后成立美团优选入局社区团购的一路狂奔,再到国家市场监管总局“九不得”禁令出台,行业遇冷。美团优选随之进行“降本增效”的战略转向,以及突破传统的新型社区电商模式创新之路,尤其是在采购、履约、团长与消费者等方面的模式再造与持续优化。目前,美团优选日单量达4500万。但在巨额亏损的重压之下,行业终局远未到来,美团优选的探索仍在路上。
英文摘要:
Community group buying has caused great controversy in recent years. In December 2020, People\\\\\\\'s Daily Commentary wrote: \\\\\\\"Don\\\\\\\'t just think about the traffic of a few bundles of cabbage and a few pounds of fruit. \\\\\\\" However, just a year later, People\\\\\\\'s Daily and CCTV News took a 180-degree turn, affirming their positive role in digital convenience and improving people\\\\\\\'s well-being. The case describes the exploration process of Meituan: the premature death of Xiaoxiang Fresh, the establishment and wild rush of Meituan Selection after the COVID-19 epidemic, the \\\\\\\"Nine Must Not\\\\\\\" policy promulgated by the State Administration of Market Regulation, the strategic shift of \\\\\\\"cost reduction and efficiency increase\\\\\\\" after the industry crisis, and the innovation in new community e-commerce model, especially in the pattern reengineering and continuous optimization of procurement, performance, group leaders and consumers. At present, the daily order volume of Meituan Selection has reached 45 million. However, under the pressure of huge losses, the end game of the industry is far from coming, and the exploration of Meituan Selection is still on the road.
查看试看版
案例检索