Chi JIANFI: On the model of glutinous rice net and its future development direction

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Talking about the current situation of group buying

Group buying war development so far, although the warlords and up, but can also see the gap between the living space. Some local sites rely on its unique advantages, but also occupy their own a piece of heaven and earth, some smaller businesses, due to the inability to meet the demand for large sites, but also constantly and small group buying site business cooperation. However, although the market is large, the phenomenon of single mode is still one of the puzzles of major websites. And positioning is not clear, the homogeneity of serious, the service to control the lack of after-sale system is not perfect, are currently group buy site indisputable fact.

Positioning

In imitation of the Groupon model at the same time, the major sites in China this piece of fierce competition in the land, have to position themselves, and the success of the positioning is very few. Take Yoka, its engaged in the fashion media industry, the gathered customer resources are also precision marketing direct target customers, so Yoka group buy to fashion products as the criteria, completed its own positioning. Taobao is a good deal, although to achieve the maximum value of the seller's single products, but through the latest smart sales, is also showing the road to buy their ambitions and high-end positioning direction. Again such as Gourd Regiment, they do not have strong strength and big site, so in the process of constantly changing ideas, finally chose to buy novelty products for their own positioning. While other sites, although all playing the banner of precision positioning, but more of an armchair, to seize the target of the mental resources of the strategic layout is not really implemented.

glutinous rice Mesh For example, glutinous rice positioning for the local quality guide to life. Through strong market development capabilities and financial support, social platform with the help of customer resources, as well as the first 150,000 of the event marketing impact, strengthen the background management function, enhance the business marketing effect, user-friendly interface and a variety of practical tools, all embodies the glutinous rice network as a group purchase site, enhance customer experience, enhance the quality of the transaction determination. However, what is fine, how to use the existing resources, purchase transaction data how to achieve maximum value, we should further explore.

Platform

Previously, we think that the threshold of group buying is low, and then we said that we need to have a professional sales team, peace console user support. Factual verification, and indeed so. Sticky Rice, Tencent, the public comments, Sohu, Sina, such as the big guy level of the site also quickly follow, by virtue of platform advantages, will promote the cost to the minimum, while sales volume soared. The charm of the platform is self-evident, not only can quickly seize the market, but also to achieve precision marketing, for other small sites of quiet work, the big guys are quick to win.

Take glutinous rice net For example, everyone, mop, are the first to enter the Internet market, the two social platforms, its accumulated users have already let other sites, and its customer resources are concentrated in 70, 80, the three, is the market mainstream consumer, but also the dominant consumer concept of the main group. With the introduction of glutinous rice Network mobile platform, the market of mobile electronic commerce was preempted, and the advantage of its platform was further strengthened and consolidated. However, how to subdivide the users of the platform, how to eliminate the difference of the region, how to improve the transaction conversion rate is also a problem before us.

After sale

Group buying site in the actual transaction flow, play a connecting link between the role of the business through the website marketing, and then use of Word-of-mouth effect, to help businesses pull sales revenue, at the same time we also see the traditional marketing e-commerce development trend. The website is the coordination of good business resources, reasonable advice to customers to enjoy the purchase of goods or services. Website in this process, only acts as a medium, for the sale of goods or services, you can not carry out real-time tracking and research, and because group buying site team size is generally small, and consumer groups are unusually large, there are complaints, there will be no timely feedback and treatment.

glutinous rice Network For example, to the user the best service has been its adherence to the credo, from a period of time before the business closures, glutinous rice to pay the full user, to ensure that users do not suffer loss, can be seen in the service quality of glutinous rice and pay attention to customer's mentality. With the sale of this incident properly, but also received a certain effect, but these should be counted as the scope of public relations work. The real after-sale system should include the perfect construction of the operation and customer service team, and maintain efficient communication with the merchant at all times, and have a complete quality control mechanism. How to achieve gradual growth, how to strengthen after-sale management, it is necessary to discuss the following issues.

Development Plan of Glutinous rice

Positioning Boutique

Glutinous rice has been adhering to the quality of the winning approach, but what is the boutique? Quality of service, or high-quality goods, or high-quality brand marketing? A while ago all talk about cool group will be Qiao Jiangnan down, so Qiao Jiangnan became a boutique commodity, but unreasonable catering, plus a single point of expensive price, this can be called the boutique it? and the quality of glutinous rice concept, should be after a rigorous audit of the business, not only reflected in the quality of service, there are goods cost-effective and representative. However, the current major sites to launch a similar commodity, the wind of plagiarism is prevalent, if there is no special boutique strategy, it is very impressive to the target group. Group buying navigation site, but also to allow users to select the specific types of goods, prices and regions, due to heavy business goods extremely homogeneous, so the concept of quality has not been deeply rooted in the people, to seize the quality of this positioning is very urgent.

And the concept of boutique, at different levels of consumption, people's understanding is also different. Effective for different levels of consumer segmentation, to achieve the strategic layout of high-quality products. such as high-end market users, we can carry out luxury group purchase, in the face of student groups, we can carry out hotels, food, entertainment and other commodities to buy, and the company white-collar, we can carry out training, teaching, services and other commodities to buy.

Data mining

Sticky rice website Background program for independent research and development, through the user's behavior data analysis, to help sellers better grasp the sales and target customer base. With the increase in group buying site, the consumer's buying trend has gradually become a price-oriented, high price war has always been cruel and ruthless, only to seize the user's psychology, research user purchase behavior, can go into the dilemma. Background data analysis should be divided into two parts, part is to provide sellers for data sales analysis, the other part is as a site user purchase behavior analysis, strengthen precision marketing.

Through consumer behavior, as well as user psychological characteristics, combined with the age of consumers, income levels, the industry and the type of purchase of goods, analysis of user purchase orientation. Dig deeper into the relationship between user habits and shopping habits. And then through the Platform User Resources subdivision, better for the purchase of merchandise audit. Group buying website Development is not only the model, but also its transaction information data analysis, only understand customer consumption habits, can really control the market, occupy a greater share.

Community cooperation

Sticky rice nets rely on the platform is everyone and mop, everyone attached to the vast majority of customer resources to student groups, and the cat Mop's customer base, although widely distributed, but also to the majority of young people. Internet users choose a platform is the important basis for its platform to provide unique services to meet the needs of target customers, so users will have their own positioning of the platform, if the deviation from this positioning, the user's attention will be greatly reduced.

The development of the platform is actually a kind of long tail performance, put aside Sina, Sohu, Tencent does not talk, many social networking sites with its unique charm attracts a large number of people. And everyone and MOP platform users, more attention to fashion, entertainment, food. According to income level, belong to the lower level. They are very focused on inexpensive goods, which directly leads to a reduction in user stickiness.

At present, various types of community Web sites are very diverse, but rely on the community to operate group buying site is very few, if you can through community cooperation, the use of targeted customers to do targeted marketing, the inevitable order conversion rate will be greatly improved. For example, and SEO site for training courses Group buy, and webmaster site to do server virtual machine group purchase, and computer forum to do purchase and so on, these are effective use of customer resources means. The target customers to attract glutinous rice net, can gradually increase group buying column, so that the site positioning more clearly. At the same time can also use the open platform of various platforms, the development of various types of applications, the target customer base to attract glutinous rice network to achieve user resources accumulation.

Product Screening

Now many sites to buy goods, mostly service, and based on the local business, glutinous rice is positioned in the local quality guide to life, but local business is often limited by geographical constraints, which directly leads to a shrinking market space. And to open up the city business, not only need a huge market capital, but also need excellent marketing staff, as well as the local people familiar with the level of public sentiment. To product-oriented group buying sites, such as the cost, Yoka group, then reduce the geographical limit, the target customer base immediately expanded a hundredfold.

and the local quality of glutinous rice strategy, can also be extended to provide local users of quality life, then the purchase of fine goods is not limited to local services, but also can carry out product group purchase, we provide is not the absolute price advantage, but the absolute quality of the product guarantee. According to different income groups, can carry out high-end, midrange, low-end market boutique road, such as high-end market luxury, Apple enthusiasts, the need for audio, are positioning boutique choice. At present, the market to buy more sites to price as the main reference, Yoka itself based on the fashion media, its forum by the user to organize the overseas purchase is also quite popular, but Yoka group buy but did not position high-end, but only focus on fashion, high-end market is a blank.

Operations Management

At present, the common problem of group buying site is the imperfect after-sale service system, however, the characteristics of this industry also leads to the difficulties of the After-sale service system. Price supremacy of the market environment, resulting in a substantial reduction in gross profit, and the construction of after-sale system needs a lot of human and material resources, at the same time need to do a good job of customer and business coordination. Positioning Boutique, can effectively get rid of the mire of price war, but also need to do a good job of all types of merchandise problems in the statistics and collation, to effectively manage customer queries, rapid resolution of sudden problems.

The

glutinous rice net should construct the operation database, collect the commodity type and problem phenomenon, do the statistic work well, according to the customer to submit question keyword, make quick response. At present, the major sites have no direct communication channels, which is the main cause of customer dissatisfaction. At the same time, data analysis, aiming at the deficiencies of our work, as well as the problems of businessmen, to continue to improve and optimize, the formation of quality supervision mechanism. This article author Chi Jianfi, more wonderful articles please visit 91pupu.com, sesame size of the brain ren Son, reproduced please indicate the source.