团购
释义 DEFINITION
团购（tuán gòu）原指集体采购行为，现特指通过互联网平台组织多人共同购买以获取价格优惠的新型消费模式。该词包含两层含义：
- 传统定义：多人自发组织批量采购（如单位团购年货）
- 互联网定义（主流用法）：借助电商平台实现的限时拼团优惠，常见形式包括：
- 社交裂变拼团（如拼多多）
- 社区团购（如美团优选）
- 直播限时团购
2023年数据显示，中国团购市场规模已突破2.1万亿元，约87%的网民每月至少参与1次团购，其中食品（62%）、日用品（35%）、本地服务（28%）为最受欢迎品类。
词源故事 ETYMOLOGY
团购的互联网化始于2008年全球金融危机期间，当时中国出口受阻，大量厂商转向内销。第一个专业团购网站「美团网」于2010年3月上线，首创"今日一团"模式，首月成交额突破800万元。
2015年拼多多创新性地将团购与社交结合，推出"拼团砍价"模式：用户想获得低价，必须邀请微信好友组成购买团。这种病毒式传播使拼多多3年内收获3亿用户，2020年社区团购大战期间，每日优鲜等平台甚至推出"0.99元抢鸡蛋"的引流策略。
疫情期间（2020-2022），社区团购成为民生保障重要渠道。以上海某小区为例，居民通过"快团团"小程序组织过278次团购，最火爆的一次海鲜团购，136户居民在47分钟内完成了892斤海鲜的拼单。
典型用例：
「姐妹们快上车！这个防晒霜三人成团直降60元，还差1人！」（微信聊天常见话术）
「昨晚楼的西瓜团翻车了，说好的8424品种，结果送来的是普通麒麟瓜」（社区团购纠纷案例）
DEFINITION
Group Buying (tuángòu) is China's signature social-commerce phenomenon where collective purchasing power unlocks exclusive discounts. It evolved through three phases:
- Early 2000s: Group purchases organized via BBS forums
- 2010s: Platformization (Meituan, Pinduoduo)
- Post-pandemic: Community group buying through WeChat mini-programs
Key features distinguishing Chinese group buying:
- Social element: 73% users share deals via WeChat
- Gamification: 拼单 (pīn dān) rewards for recruiting participants
- Flash sales: 68% deals last <24 hours
ETYMOLOGY
The digitalization of group buying began during the 2008 financial crisis when Chinese exporters turned to domestic sales. Meituan, launched in March 2010 as China's first group-buying platform, pioneered the "one deal per day" model, achieving 8 million RMB transactions in its first month.
Pinduoduo revolutionized the concept in 2015 by integrating social features. Their "team pricing" model required users to recruit WeChat friends to unlock discounts - a viral strategy that gained 300 million users within 3 years. During the 2020 community group-buying wars, platforms like MissFresh offered loss-leader deals (e.g., eggs for 0.99 RMB) to attract users.
COVID-19 transformed group buying into a lifeline. In one Shanghai neighborhood, residents organized 278 group purchases via "Kuaituantuan" mini-program. Their most successful seafood group buy moved 892 pounds of seafood with 136 households participating in 47 minutes.
Real-world examples:
"Sisters hurry up! This sunscreen drops 60 RMB if 3 join - need 1 more!" (common WeChat message)
"Last night's watermelon group buy flopped - promised 8424 variety but got common Qilin melons" (typical community dispute)