Fundamentals of group buying
What it is, how it works, and what are the scenarios for luxury, DTC, and mass brands
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In case of Pinduoduo, buyers engage in group purchases to share discounts. But they can also engage in group purchases to share taste. Engaging in group purchases for taste is new, and it opens up group buying from mass brands to mid-tier and luxury brands.
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I met Christene Barberich in person last Fall. Previously, we connected via email, where we exchanged mutual appreciation. When I met Christene, she struck me as direct, honest, intelligent, strong - and very, very stylish. The package made a strong impression, and it still does. Christene recently launched her new venture, A Tiny Apt, where she covers everything from space and home to fashion (her closet is legendary and she regularly purges verified collectibles) to intimate and deeply personal stories that take courage to both admit and then share with the world. In Christene’s own words, A Tiny Apt is a newsletter “about seeing small/unconventional/occasionally overlooked things differently - more expansively, with more wonder.” Courage and Wonder.