The Realistic Dilemma and Improvement Path of Community Group Purchasing under the New Retail Background

社区团购作为一种新兴零售模式，以资金投入风险低、流量获客成本低和用户交付体验好等优势迅速崛起，尤其在三四线城市及下沉市场中展现出强大的生命力。然而，随着市场规模逐渐扩大，社区团购面临着供应链管理粗放、业态替代风险逐渐凸显以及服务售后难以达到预计等现实困境。为此，本文从优化社区团购供应链管理、强化社区团购的品牌建设和完善社区团购的售后服务等方面提出对策，以期为社区团购在新零售背景下的可持续发展提供有力支持。Community group buying, as a new retail model, has emerged rapidly with the advantages of low capital investment risk, low traffic acquisition cost and good user delivery experience. Especially in the third and fourth tier cities and the sinking market to show a strong vitality. However, with the gradual expansion of the market scale, community group purchasing is faced with extensive supply chain management, the risk of substitution of business form is gradually highlighted, and it is difficult to reach the expected after-sales service, which seriously restricts its further development. Therefore, this paper puts forward some countermeasures from the aspects of optimizing the supply chain management, strengthening the brand construction and perfecting the after-sale service of community group purchase. In order to provide strong support for the sustainable development of community group buying under the new retail background.