Advantages and Challenges of Community Group Buying Model—A Case Study of “Duo Duo Grocery”

当今社会，互联网技术发展飞速和支付方式也在发生变革，越来越多的消费者使用线上支付。社区团购在这样的背景下作为一种新兴的社区经济商业模式应运而生，“多多买菜”作为拼多多推出的社区团购业务，凭借“线上预售 + 线下自提”模式迅速占领市场，成为当前社区团购业务中的翘楚。“多多买菜”依托拼多多平台获得了强有力的资金和流量支持，并将社区团购模式的优势，如供应链集采、物流配送、到店自提等方式转化为“多多买菜”低成本、资金周转率高的优势。但目前还存在供应链模式尚未成熟、物流配送效率和到店自提体验等方面存在的问题。In contemporary society, the rapid advancement of internet technologies and the ongoing transformation of payment methods have driven increasing numbers of consumers toward online transactions and cloud-based payment solutions. Emerging within this context, community group buying has developed as a novel business model in community economics. “Duo Duo Grocery”, launched by Pinduoduo as a community group buying service, has rapidly captured market share through its “online pre-sale combined with offline self-pickup” operational model, establishing itself as a prominent leader in the current community group buying sector. Leveraging Pinduoduo’s robust financial resources and traffic advantages, “Duo Duo Grocery” has effectively transformed the inherent strengths of community group buying model—including centralized procurement in supply chains, logistics distribution systems, and in-store pickup mechanisms—into competitive advantages characterized by low operational costs and high capital turnover rates. Nevertheless, challenges persist in areas such as immature supply chain frameworks, suboptimal logistics efficiency, and imperfect self-pickup service experiences.