Group Buy is a long-distance running, now only a start

Absrtact: If there is no big accident, so far the financing as high as 166 million dollar handle net is expected to become China's largest group buying website. However, group buying is a long-distance running, now can only be counted just beginning, just like that time where the goods striking beat PPG, accident forever

If there is no big accident, so far the financing as much as $166 million of the handle network is expected to become China's largest group buying site. However, group buying is a long-distance running, now can only be counted just beginning, just like that time where the goods striking beat PPG, accident will always have. Handle NET CEO Wu recently said that "the staff has broken 4000 people" Voice just fell, the "litters group buying University" ——— in the mainstream vision outside the low-key expansion of the litters regiment, said its number of employees has reached more than 4,000 people. And this March only the official line of the high net "staff has been expanded from the early 300 to more than 2000 people." "Gao Peng Net COO Ouyangyun to the media revealed.

Prior to this, handle, the public comments, the United States and other group buy network also High-profile publicity "on the billion advertising fees", set off eyeball war, financing war. Regardless of what tactics to use, the smell of smoke is inevitable, group purchase regiment hegemony of the core only one, "who can seize the stage in the new customers, who will be able to win the future market." "Former Google China product director, famous Internet marketing expert Zhou told reporters.

"Tactics" Qi Liang Jian

Most of the Chinese group buying sites that have just crawled out of their infancy are not yet full of "one year old", but as if experienced in the past the Internet enterprise for several years or even 10 years of the journey, killing the dead, "expired no refunds of profits", "data fraud" and other peer-uncovered "saliva", heard.

Handle NET CEO Wu this scuffle situation made an image analogy, the Chinese group buying website is like from the Red Army to army again to the PLA's regularization process, "early in the time there is no competition, must make the system sound." ”

It can be said that at the beginning of the uproar of the "high friends malicious dig Kok incident" is a watershed group buying regiment melee. Groupon is a major contributor to the network, the adoption of the "China-made" strategy for Chinese group buying sites directly experienced the "feelings" of the fierce, it is said that at the time of the domestic mainstream group buying site about 60% of employees have received a call from headhunters.

So the drastic tactical adjustment came up. A group buying network responsible to reporters that the current group purchase site advertising noise is too large, such as the strategy of handle nets, is phased to shrink back and reduce, increase efforts to recruit, "find the right management personnel." It is reported that the handle network has broken through 4000 people, the ground personnel actually entered the city has more than 130, to the end of the plan to increase to 10,000 people.

And in the whole industry because Groupon into the chaos, in the mainstream view outside the low-key expansion of the litters regiment is more ferocious than the top two, has been set up in more than 200 cities in China, and "all (stations) have ground extension personnel to enter, the number of employees has reached more than 4,000 people." Xu Maodong, Chairman and CEO of Litters Group, said that the call center of the litters group had "thousand seats". "In addition to the independent training of talent, the litters group also provides industry-class treatment and the introduction of full options program to attract talent to join." Xu Maodong says talent will become the new threshold for future group buying competition.

If the entrepreneurial Group purchase site before the "gambling", at this stage is in the "gamblers."

The success and failure are "BD"

The "gambler" tactic may be more sinister. Chen graduated less than two years, has been a well-known group buying site of the southern Chinese marketing director, he told the south are reporters, "the beginning is the supplier to buy the site to do ' effect advertising ', is now a small restaurant has just opened dozens of BD (business development staff) queued up to discuss cooperation. Kill the domestic helpers, put rumors, such as ' So-and-so website burned wind money immediately die ' ... All kinds of tricks are done by the BD. ”

Depressed is, the merchant often got cheap also maiguai, say "buy low price image will have harm to the brand". Bad story also, some businesses and group buying website BD signed, and to break the contract. Before long, the ice cream brand DQ in the United States Group group buy online, DQ but in the site home issued a statement said, never talked about cooperation. To this, group buying industry summed up a lesson, "let a person who does not know the ice cream market to talk with the brand, even if can talk about success, there will be a mistake." Chen told reporters, the United States Regiment, handle, such as the popularity of the site, are not short of graduating soon to assume the role of regional sales management of young people, these "novice" is difficult to avoid disguised as a chance trap.

The cost of talent shortage must also pay. In early April this year, the United States Group announced the closure of Chifeng, Longyan and other four cities, the United States Group also revealed that has adjusted the 2011-year urban expansion plan, compared to the previous scale of about half.

Group buying sites push new play

How to solve the current troubled group buying network industry-wide development problems? In fact, the group buying site is not at all helpless.

"We started the industry's first litters University for group buying, to solve this problem." "Litters Group CEO Xu Maodong in the interview with the south, said the litters group stressed" to do high school ", the work and learning combined, which is the most effective, most cost-effective, the easiest way to produce.

Specifically, "litters Group buying University" for all employees within the enterprise to carry out the systematic needs, to the company's headquarters and all major district staff to implement the "Credit management system", employees through participation in training, case-sharing, publishing academic achievements and other ways to obtain training credits, credit sharing and achievement credits, and "credits" will become the enterprise internal promotion, the superior, the bonus and so on important basis.

"There are two major benefits: one is to inspire employees, to enhance executive power, and to provide consultancy marketing to businesses." Xu Maodong to reporters for example, litters group will segment the catering plate for hot pot, seafood, Japanese cuisine and so on, specializing in hot pot business staff may go to talk about 100 hotpot shops, and finally become an expert advisor to the industry, from the customer needs to provide customers with a full range of professional solutions, buy before the planning, After the event, provide effect reports: for example, what kind of users participate in this group purchase, consumer feedback, the need to improve the place and so on.

How to form a benign recovery cycle? The whole track of sourcing, service supply will attract more customers to participate in consumption. and consumers to live experience, the litters group's "radar scanning" quality control system will be issued to the supplier "pre-sale warning signal", the supplier in the acquisition of this signal will be "litters group customers" to supplement the new products, services, a cycle to form this.

Industry view

Chairman and CEO of litters Group Xu Maodong

Group buying sites should assume the responsibility for the quality of products and services at a later stage, rather than pushing them to provide goods and services. In other words, the group buying site becomes the only interface for users.

Litters the positioning of the group is different from peers, its shell is the Internet, the core is a large business super, the model is "buy Wal-Mart model" ——— the Life service partners as suppliers to manage.

Analysys, founder and CEO of Analysys International Consulting Group

Group buying is a form of service attached to the consumer mode, the first group purchase enterprises can accumulate user base, the transformation of the size of the business. Because it is a form of service for the Business-to-consumer, the supply chain challenges and talent challenges that customers face will certainly go through. The final winner of the enterprise must be a large user base of the enterprise.

Former Google China product director, famous Internet marketing expert Zhou

Group buying is a more beautiful business model. First group purchase is a promotional information release channel, which has a strong Matthew effect. The larger the active Member library, the higher its value. Groupon has 60 million active users, and the more it responds to users every time it sends a promotional message, the bigger the sales, the bigger the sales, the more the business is willing to pay for you. Includes 50% gross margin, including lower sales prices. In turn, it promotes easier access to more new members.

Seemingly competitive on the surface, but the actual operation, can optimize the space is not 1:30, but can be five times times 10 times times even dozens of times times the efficiency of Ascension.

South Xiaoxin Reporter