Kuaituantuan is a group buying platform under Pinduoduo. It is a WeChat community group buying app under Pinduoduo. It helps merchants in the WeChat ecosystem operate private domain traffic and is committed to providing "finding goods-finding people-delivering goods". / Service sold to people" full-link solution to provide merchant users with a high-quality community shopping experience.
The operating environment of this tutorial: HarmonyOS 2 system, WeChat 8.0.25, HONOR V30 mobile phone.
What is Kuai Tuan Tuan?
Kuai Tuan Tuan is a group buying tool owned by Pinduoduo.
Official definition:
Kuai Tuan Tuan is a WeChat community group buying app under Pinduoduo, which helps merchants in the WeChat ecosystem operate private domain traffic and is committed to providing "finding goods - finding people" -A full-link solution to sell goods/services to people, providing merchant users with a high-quality community shopping experience.
In fact, the official text has given a very comprehensive and accurate introduction to what Kuai Tuan Tuan is. To put it bluntly, Kuai Tuan Tuan is a tool that helps merchants sell goods/services through private domain traffic (because Kuai Tuan Tuan currently focuses on selling goods, hereafter referred to as selling goods).
Keyword "tool", as a tool, Kuai Tuan Tuan itself does not provide traffic to sellers like Taobao, Tmall, and JD.com, but only helps merchants sell better and more efficiently through private domain traffic. goods. One of the most classic usage scenarios of Kuai Tuan Tuan is that private domain traffic owners publish Kuai Tuan Tuan products to WeChat groups, Moments or public accounts so that their community members can complete purchases through the Kuai Tuan Tuan mini program.
What is Kuai Tuan Tuan’s model?
Before talking about the model, let’s first take a look at the participants that make up the entire ecosystem of Kuai Tuan Tuan. Kuai Tuan Tuan mainly includes Kuai Tuan Tuan official, Kuai Tuan Tuan suppliers, Kuai Tuan Tuan There are five types of participants: Tuantuan supplier leader, Kuai Tuantuan sales leader, and Kuai Tuantuan buyer. Among them, Kuai Tuan Tuan buyers and officials are not the focus of today’s discussion. The following mainly talks about the main roles Kuai Tuan Tuan suppliers, Kuai Tuan Tuan supplier leaders, and Kuai Tuan Tuan sales leaders play in the Kuai Tuan Tuan ecology, and This is used to explain Kuai Tuantuan’s operating model.
First of all, we need to know that Kuai Tuantuan’s model is essentially a distribution model. With this basic understanding, we can better understand the following text.
1. Kuai Tuan Tuan’s supplier
consists of the brand side and the supply chain. It is mainly responsible for providing sources of goods to the Kuai Tuan Tuan supplier leader and writing Kuai Tuan Tuan tweets. , delivery, after-sales and other work, generally require support for drop shipping. Of course, brands also need to develop a suitable price system and strictly control prices. The supplier will push the written tweets and product prices of Kuai Tuan Tuan to the product selection staff of the Kuai Tuan Tuan supply group leader. If the selected product passes the supply group leader, the group product will be put on the shelf and pushed to the terminal through the sales group leader. consumer.
2. Kuai Tuan Tuan Supply Team Leader
Before talking about the supply team leader, let’s first talk about the overall relationship between the supply team leader and the sales team leader. relation.
As mentioned above, Kuai Tuan Tuan is essentially a distribution model, so the relationship between the head of the supply chain and the head of the sales team is the superior-subordinate relationship of distribution. The head of the supply chain is the superior and the head of the sales team. It's a subordinate.
The supply leader is mainly responsible for selecting products among the products provided by various suppliers. The source of profit is the difference between the product distribution price and the product supply price; the sales leader is responsible for distribution and earns Get the sales commission set by the supply leader in advance. Therefore, the main job of the supply team leader is to select products and recruit more sales team leaders. He often does not have a traffic pool and relies on the traffic of the sales team leaders he recruits for sales.
#3. Sales team leader
As mentioned above, the sales team leader is the subordinate of the supply team leader. There are two levels of distribution in Kuai Tuan Tuan’s distribution system, which means that products cannot be distributed downwards after reaching the sales level. The sales group leader is the last link that directly faces consumers, that is, private sales. The actual owner of domain traffic. Of course, we do not rule out that the supply group leader will also split private traffic for sales, but the supply group leader ultimately achieves such a large sales volume mainly by recruiting hundreds, thousands, or even tens of thousands of people. Help sales leader.
The sales leader can be a professional blogger in a certain field (such as mother and baby), a WeChat public account, a community in a certain field (such as a foodie group), a convenience store owner, a community group buying leader, or It can be used as a part-time mom, part-time white-collar worker, etc. It is precisely because of the existence of private traffic in various industries and fields within the WeChat ecosystem that there is a living space for such tools represented by Kuai Tuan Tuan.
In fact, Kuai Tuan Tuan is essentially a distribution system. In this ecosystem, the source of goods is mainly responsible for supply, delivery, and after-sales. The head of the supply team is mainly responsible for selecting products for the head of the sales team and helping the sales team. The team leader is mainly responsible for distribution and completing final sales.
What are the advantages of Kuai Tuan Tuan?
Before talking about the advantages, let’s first look at the relevant data of Kuai Tuantuan. Kuai Tuan Tuan was launched on March 6, 2020. The official data is that the total number of group leaders exceeds one million, and the transaction scale of 10 billion will be completed in 2020. It is now September 2021. We can do a blind test of this year’s sales scale, which may be between 50 billion and 100 billion.
We have analyzed it above. There is nothing special about Kuai Tuan Tuan in essence. It is still a distribution model, such as Weidian, Youzan, WeChat store, and the popular group Solitaire in the past two years. Social group buying platforms are all doing similar things. However, in such a red ocean market, why can Kuai Tuan Tuan stand out and achieve such a scale? This article will not analyze large-scale environmental issues like the 2020 epidemic, because we are all in the same general environment, and it is not the advantage of a certain person or company. We only look at Kuai Tuan Tuan’s genes, operations, and products. Let’s analyze the advantages of Kuai Tuantuan.
1. The genes of Kuai Tuan Tuan
We all know that Kuai Tuan Tuan is a product of Pinduoduo. Liu Qiangdong once said that Pinduoduo is just a "strange technology pornographic product" on the traffic side. "Craft", and then it was such "strange tricks and tricks" that allowed Pinduoduo to eat up all the traffic dividends of WeChat. I believe that almost everyone has had the experience of being dragged into "hacking". As Pinduoduo’s biological son, Kuai Tuan Tuan must have inherited some of Pin Duoduo’s genes, making him familiar with WeChat’s various gameplay and rules. Kuai Tuan Tuan can be seen as Pinduoduo switching to another track to continue to reap the dividends of WeChat, and the “traffic side” "Fantastic skills and clever tricks" have allowed Pinduoduo to evolve into the top five domestic Internet companies in terms of market value, so Kuai Tuan Tuan's future is also promising.
#2. Kuai Tuantuan’s products and operations
The biggest difference between people is their way of thinking, and the difference between companies The same is true. It is precisely because of Pinduoduo’s unique genes that the Kuai Tuantuan team has a unique way of thinking and can design products and operational strategies that are most suitable for WeChat distribution. Let’s take a look at the advantages of Kuai Tuan Tuan in terms of products and operations.
Advantage 1. Absolute flatness of products
Kuaituantuan does not distinguish between the buyer side and the seller side like other e-commerce platforms. Anyone who registers will own Kuaituantuan. Fully functional, anyone can become a supplier, anyone can be a supplier leader, anyone can be a sales associate leader, and anyone can shop.
Advantage 2. Members within the ecosystem perform their respective duties
No matter what industry, the optimal solution for each link in the industry chain is for everyone to perform their duties and do what they are best at. Due to the absolute flatness of Kuai Tuan Tuan's products, each member of the Kuai Tuan Tuan ecosystem can perform their respective duties and focus on what they are best at. The source of goods solves production, delivery, and after-sales problems, the supply leader solves the product selection problem of the entire ecosystem, and helps the sales leader solve traffic and sales problems.
Perhaps this is not a deep understanding for everyone. Let’s take a Taobao seller as an example. A Taobao seller needs to have a warehouse to store goods by himself, needs to be able to select products, needs to grab traffic in the large traffic market, and needs to solve the problem. There are basic sales problems (even fake orders), the need to deliver goods yourself, and the need to solve after-sales problems yourself. To do Taobao, you need to be an all-rounder with no absolute shortcomings to be able to fight your way out. Some people will also say that the division of labor between Taobao and Tmall is very clear now. Some people deliver goods, some operate it, and some do after-sales service. But after all, that is only the exclusive treatment of individual big sellers, but in Kuai Tuan Tuan, every participant can enjoy such treatment. , everyone performs their duties in their respective links and solves the problems they are best at, even if you are a Kuai Tuan Tuan novice.
Advantage 3: The supply of goods circulates naturally throughout the entire ecosystem
Let’s think about another question. What is most lacking in selling goods for private domain traffic? A reliable and financially secure seller. Cargo platform? We have mentioned many times before that in terms of sales platforms, there are Weidian, Youzan and WeChat stores to choose from. In fact, traffic owners do not lack such products. For them, the most lacking thing that they want to realize through selling goods is the supply of goods. However, Kuai Tuan Tuan has solved the problem of supply through products and operations. Let’s take a look at how Kuai Tuan Tuan uses products to naturally circulate supplies throughout the ecosystem.
From the moment the supplier writes the group opening tweet, as long as the product is suitable, the price is right, and there are enough and high-quality supply group leaders to cooperate with, the supplier group leaders and sales group leaders can Through simple copying and sales promotion, the product is pushed to millions or even tens of millions of end consumers. A simple three-step operation realizes the natural circulation of the supply of goods throughout the entire ecosystem. So why should a good product not explode? Where is the order? We will explain how to find a high-quality supply leader and successfully cooperate with him in other articles.
Advantage 4. The product design is simple enough
I think it is precisely because the product design of Kuai Tuan Tuan is simple enough that it is not simple today. So how simple is Kuai Tuan Tuan? You only need to use a real-name WeChat account to log in to the Kuai Tuan Tuan mini program and you can start selling goods immediately. There is no need to open a store, no review, and no need to fill in complicated personal or company information.
Due to Kuai Tuan Tuan’s unique product design, both the group leader and the buyer pay more attention to the group product itself rather than the store. In this way, the group leader only needs to focus on product selection and does not need to put too much energy on tedious tasks such as store management. Many of the top group leaders’ store names in the country even look very casual and life-like. , but this does not affect it from becoming the top group leader in the country.
Kuai Tuan Tuan has many product and operational advantages, such as the official Duoduo product library, official star group leader, official WeChat sales group, Tongtong Due to space reasons, I will not elaborate on the cumulative sales volume of each gang leader under the group product. I will only select a few points that I think are the most important for analysis.
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