Analysis of the Five Forces Model in the Community Group Buying Industry and Development Strategies: A Case Study of Duoduo Maicai

Community group buying is a purchasing model initiated by group leaders in physical communities, leveraging online social tools for "online ordering + offline self-pickup."The year 2010 witnessed an explosive development of group-buying platforms, marking the embryonic stage of community group buying.It wasn't until 2016 that community group buying entered the public eye.Since 2020, the COVID-19 pandemic has altered consumer habits, propelling community group buying into a phase of explosive growth.By the year 2022, the market size of community group buying in China had reached the billion-dollar level, showcasing tremendous growth potential.However, the industry is currently facing various challenges.This paper focuses on the emerging industry of community group buying, using Duoduo Maicai as a case study.Through the application of the Five Forces model analysis, effective strategies are proposed to promote its healthy and stable development.This has significant implications for fostering industry growth and addressing livelihood issues.