Group buying bottleneck coming industry need to think calmly

At the beginning of 2011, group buying blew up the attack Horn of new business model, the numerous domestic entrepreneurs fought, Hundred Regiment War, Thousand Regiment war became the focus of media attention. And after a year of market test, "buy" the word quickly cooling, in the cold winter to make countless buy big guys feel cold, thousand product network but choose to contrarian, thousand goods net recognize the market, large-scale advertising investment let this atypical "buy" site has become the focus of the industry attention.

Group buying bottleneck coming industry need to think calmly

Throughout the 2011 domestic group buying industry development, the low threshold of entrepreneurship led to countless internet entrepreneurs scrambling to get in such a new blank market in a piece of their own cake, and for consumers, 20 percent-30 percent of the price or even lower discount also makes "I am crazy for group buying", The poor service ability and lack of integrity of consumer security so that "group buy honeymoon" early in the past.

Group buying consumers by business discrimination, buy goods problems such as the occurrence of a succession of incidents, so that consumers from "crazy" to "calm", and earlier this year, the failure of the pull-pull net IPO confirmed the purchase from the "Sheng" to "decline" of the turning point. The development bottleneck of group buying industry is coming, each big group buys a website to seek new development and breakthrough through own transformation. Founded in August 2011, as early as last year began to transform from a light asset group purchase website to localization service point, will target in life services, focus on talent and market advantages, to O2O model of the new concept of group buying.

O2O Ice axe local life service group purchase coming

The reason for group buying to decline, in the final analysis is the group buying site on its own positioning does not have a clear understanding. The essence of group buying is to provide users with preferential prices to meet the daily needs of consumers. Group buying site as a link between merchants and consumers, not only played a role in the platform, how to personally from the consumer and business perspective, to meet the vital interests, is the core of its development.

To thousands of products as the representative of the local mall-type group buying, has become the industry breakthrough bottleneck of the broken ice ax. According to the thousand goods net related personnel, last year group buying website prevalence 2-3 discount service, to the website as well as the merchant, itself belongs to the loss to make a yell the behavior, the merchant buys on the platform to make the money, the nature cannot do wholeheartedly for the consumer service, but buys the website supervision mechanism imperfect, is also one of the reasons consumers lose confidence in group buying.

Thousand goods network positioning Local Mall, a short period of time to develop far more than the General Group purchase site, in the final analysis, consumer behavior has in-depth understanding. It solves the past between group buying and consumers due to a small number of goods and can not choose, the quality of goods can not guarantee the contradictions, as well as group buying businesses in a short period of time can not repeat promotional contradictions. Focus on talent and technical advantages, exerting force catering, entertainment and other local life services, through reasonable price planning to ensure the interests of businesses, but also let consumers from a rational perspective of the group buying market.

As the Thousand Products network advocated "The price is not cheap", in a reasonable price range, to ensure the quality of goods and services, can enable consumers to truly believe that buy, believe that local life service. Only in this way can we ensure the brand influence of the group buying site, eliminate the consumer only to recognize the price, the site itself has no sense of belonging to the view.

Admittedly, at this stage of the overall decline can not be denied, but group buying this new business model growth potential is far from full, far away from the ocean of group buy originator Groupon, despite the weak IPO performance, but is still the U.S. market capitalisation fifth-largest network companies. Thousand products network, such as a group of atypical group purchase site, to the major group purchase site to provide a new direction of development, O2O model for consumers to provide a larger platform, but also make up for the original purchase mode of the missing. The era of capital-led, blindly increasing the category of group buying, expanding the size of the market is about to say goodbye.