MMC will continue to focus on the digital upgrade of stores, so that stores have stronger digital capabilities, serve surrounding consumers and make neighborhood relations warmer. Realize the digital production of industrial belts, factories and agriculture through instant insight into consumer demand. In addition, MMC will insist on quality first and customer experience first. From the information disclosed in the open letter, it can be seen that Ali's MMC model is not a community group purchase, and there is an essential difference between the two. The mode of community group buying is socialized dumping and pushing goods. It is essentially a dumping mode and a blind box mode. Most players will invest money and fill in the process to get the order. They still stay on the basis of limited commodity trading, but in fact this is still the logic of dumping goods at low prices. At the same time, the mainstream community group buying model relies on non-specific leadership groups and mainly works through communities such as WeChat group. Often there is no fixed business place, high mobility, lack of contractual trust, and it is difficult to accumulate digital perception.
Looking back at last year's community group buying war, although the investment in community group buying is huge, it mainly grabs users through low dumping, with high commission subsidies as the leader, which has been controversial so far. Ali tries to get out of his own characteristics according to his business structure and the problems existing in community group buying. According to informed sources, MMC is a digital upgrade and distributor of stores, and its model is similar to? Near field e-commerce. The company has established a fixed production based on sales and a high-quality production system based on sales. Promote supply-side upgrading and transformation through customized production and contract agriculture. In other words, Alibaba's goal is to promote the digital transformation of the industry, achieve a balance between supply and demand, and reduce the waste and loss of people's livelihood resources. Another difference with community group buying is that MMC's model is not based on leaders, but on the mom-and-pop store that Ali Retail has been serving.