How to buy sales and profits

Previously wrote two "fine count domestic group buying industry," the article, thank readers for their support.

Before writing an article, I would like to tell you why I do not use the data to compare the way to explain, but in the form of narrative. The reason is that the core of the group buying site are all confidential, and now any third party report data are all to be approved after the purchase site, to be released, so the authenticity of the major sites are still to be studied.

The next step is to study the sales and profits of the group buying site, which is actually very interesting, after which many people do not know:

The origin of the sales of Group purchase website (common practice of Group purchase website)

1. Normal Sales:

Normal sales, as the name implies is the consumer normal purchase, according to the site's traffic, business brands, package selection and many other factors to form a true figure.

2. The website to brush a single, virtual sales:

The site itself to brush a single, the formation of virtual sales, this way in the initial group of many sites have been used, because the site to brush their own, can give consumers the desire to buy, reduce the cost of buying and decision-making time, and also to the third party to crawl data, external disclosure to create a flourishing illusion. The current Web site to brush the way has been a large group buying site abandoned, because its approach is too obvious, you can at three points of time to observe the site:

(1) Whether the 9:00-10:00 can see a sharp rise in the number of websites and increase in proportion;

(2) 16:00-18:00, the situation is as above;

(3) 20:00-22:00, the situation as above,

Why do you choose these points of time for digital control? Because the 9:00-18:00 period is the website internal optimization personnel carries on the manual control, but 20:00-22:00 generally is the website internal carries on the system setup. Select the three points above, the main reason is the daily number of buyers peak in this node.

3. Business (or BD) purchase sales by themselves:

The sale of the Merchant's own purchase: The person who does not have the experience of group buying will certainly say: "Business is stupid b?" Group buying mode originally belonged to the loss of 800, hurt the enemy 1000 of the marketing model, why do they buy it?! Now I tell you the truth:

(1) Businesses buy their own category more focused on photography, life services and route travel, etc., because the group purchase mode after 2010-2011 years of consumer impulse purchase period, buy users to start rational consumption, with the number of buyers and the number of sharp decline, resulting in the purchase of the business can not play a proper marketing effect;

(2) Most group purchase site product page ranking is based on the indicators for the systematic generation, for example: UV, PV (Independent visitors, access page), conversion rate, customer unit price, ARPU value (per user average income), sales, profit margin and other core indicators, but the proportion of sales relative to the larger, This leads to the business in order to strive for a good page sorting, can only do a large scale brush (purchase), after the purchase of their own verification, profit as a purchase show pit position.

These businesses buy their own behavior is a small part of the voluntary purchase of businesses, a large number of merchants after the website BD after the boot.

BD's own way of buying sales:

(1) BD did not complete the monthly sales task (or the difference is not much), General BD will be at the end of their own brush, because the completion of the task of sales, sales commission and KPI will be correspondingly reduced a lot. Another reader asked, that BD after the purchase, how to verify or say a one-time purchase of tens of thousands of of products, how to spend it? Isn't that a loss? Tell you: BD General will be a full refund or verification next month, after the merchant received payment, then pay to BD, (General account period is one week). So BD is a very smart job and requires a lot of systems to control BD behavior.

(2) Team building: Each Internet company will have a group construction costs, and how to spend the group construction costs? The company stipulates that only in the company's purchase site to buy the relative amount of group buy products, the company to give prepaid or reimbursement. I say so, we all know it! The average number of employees on a large group purchase site is about 3000 people, and the cost of a person's group is 100 yuan, so this month's sales will increase by 300000 yuan.

4. Digital games sold using other platforms:

How do you use other platforms to sell digital games? At present, many group buying sites are using other integrated platform for product sales, such as the arrival of a good deal, Jingdong, when, Suning, QQ Group buy platform and so on some large-scale comprehensive platform website. Now describe the game of the platform:

(1) Group buying site to the large-scale integrated platform, its sales are presented as a group purchase site sales figures, large-scale integrated platform sales number is the platform sales number + Group buy the total number of sites, then the third party data Center crawl scientific, rigorous and it is worth consumers and industry observers to think about.

(2) The second method is: Group purchase site and large-scale integrated platform to get through, the sales figures are consistent, but the external release is the number of the two sides after the issue of superposition. This time the reader knows why I do not want to compare the key data, because there is no meaning, whether the observer or readers will be inexplicably required sales to deceive, I really do not allow readers to be misled by these so-called figures.

Second, on the origin of the profit of group purchase website

1. The normal profit source: is through the normal network transaction obtains the Merchant Commission form, I continue to hold the pragmatic attitude, chats with everybody the category gross margin, does not pull those official language.

(1) Cinema: Basic movie theater's gross profit margin below 5%, because many theaters are need to buy the website Advance Shadow ticket, so 5% gross margin deduction account period, manpower cost, website operation cost, basically have nothing left.

(2) Catering Category: Large catering basic in 5% below, large catering can be classified as local or national chain of well-known businesses and buffet class;

(3) Ordinary dining: Profit margin is about 10%;

(4) Life Service category: More than 20%, only a lot;

(5) Travel Hotels Category: More than 20%, only a lot of

(6) Commodity (Express) Category: More than 30%, only a lot.

2. Pit fee (advertising fee): Pit fee is concentrated in the commodity (in kind Express) class, General 3000-10000 range, it is possible that businesses also have to bear their own work to brush.

3. Operating charge mode: Agent operating fee mode, the earliest appearance or litters regiment, they launched Litters Mall after the annual fee collection mode, there are other group buying website is also in follow-up implementation. Charging mode: (1) Annual fee (2) Pit fee

4. Account Period Profit:

Account period profits can also be called the use of precipitation funds, the current group purchase site payment business costs are in accordance with consumer verification after the settlement, the current minimum consumption cycle of 1 months, the merchant checkout cycle of 1 weeks, then deduct the customer's own refund, settling down the resources can be used as the account period profit.

The above table has finished the basic sales and profit margin of the group buying website, I believe that the readability of my article will be more than those so-called from the media, from the current view, I believe that the major group purchase site (refers to vertical Group purchase site) gross profit is profitable, but the real profit (net profit) still need a long time, Or that sentence: only the industry first, there is the expectation of profitability.

(Wen/It ear author God his father Welcome to add it ear micro-signal: Erduomi)