Marketing Case: Group Purchase change life

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Since a few years ago, after buying a website swarmed, a short period of time, group buying has changed a lot of people's consumption habits. There was a time when people greet each other when they meet, by "eat it" into "you Regiment?" Many people have been accustomed to buy the net every day, and then with their friends and relatives relatives to enjoy the delicious food and beverage. Group buying is indeed gradually changing the habits of some people.

However, what causes group buying sites to quickly occupy this part of the consumer's heart, so that they are accustomed to this mode of consumption? Let us analyze the advantages and disadvantages of group buying consumption from the perspective of marketing.

1. Products. At the beginning of the development of group buying network, indeed, there is often a situation, that is, some group buying products or catering items, than the positive price will be slightly less than a chip, but with the group buying mode more and more in-depth popular, businessmen have recognized that if they provide the quality of products do not pass, then this group of customers not only difficult to become repeat And may let the business word-of-mouth from the positive to negative, so the current group buying products have basically and the positive price is not too big difference.

2. Price. The advantages of group buying is reflected in the price, such as group buying the most common food items can best explain the price advantage of group purchase. The same package, the group purchase price and retail price there is a significant difference exists, of course, until now, businesses still exaggerate the original price of group buying products, to create a very good buy prices illusion. such as a group buy dining package nominal original price of more than 400 yuan, the group purchase only 90 yuan, this can create a very conspicuous, so that consumers at a glance out of the concessions. In fact, the retail price of this package is only more than 100 yuan, the price difference between the group and the retail price is certain, but it is not as outrageous as the nominal. However, because the group's purchase price is really cheap, so there is continued vitality, so that more and more people are willing to buy products.

3. Channel. In fact, as long as we often buy words, it is easy to find that there are a lot of group buy product quality is not bad, but it is lack of a way to promote and good geographical location, so will be introduced so preferential prices. As a matter of fact, as a businessman, can open shop in the advantageous geographical position is they all dream of, but in the world what has such good thing? Many shops are opened by the location is not good, or the surrounding competition is too big, so they have to find ways to use various channels to promote their own, So that consumers are willing to come to their stores for consumption, then group buying for them to bring a variety of convenience.

4. Promotion. In fact, group buying sites often have a variety of promotional activities, such as the time of the major group purchase site of the voucher, can be applied directly to the purchase of the item. However, the number of promotional efforts of the largest group purchase site instead of these traditional group buying site, but an Up-and-comer Baidu Group purchase-The full 90 percent, and play the game can also get 10 yuan voucher, and the author in the last period of time to spend money like water, reluctantly in the mood of anger to write down the article "Baidu Group purchase The thought of love and hate interwoven.

From the traditional 4P ' s theory, we can draw the advantages of group buying. So is the group purchase perfect, without any shortcomings?

Let's look at the 4C ' s point of view, maybe we can see what are the deficiencies of group buying.

1, targeting the needs of consumers. In fact, the group buying site group buy items in the general category is very suitable for the various needs of consumers, if you like eating can buy food and beverage items, like entertainment can buy a variety of cinemas or KTV group purchase items, like to travel can also buy vacation homes and even a variety of travel tools ... Only in the classification of group buying site has not been very meticulous, after all, it's just a fair-like presence in a wholesale market, and when you want to eat, you need to slowly search for your favorite diet items (such as buffets, Chinese food, etc.) and then pick one of the deals you can accept. After all, the merchant launched the group buying project just to attract the popularity of consumers, so often will not all products can buy, but only the introduction of a single product or a few packages for consumers to choose their own.

For example, when we go to Ktv to sing K, we can choose Matinee, afternoon, buffet and night cat, but many group buying sites only launch the most popular buffet, after all, this popular enough, high profits, and other games rarely see the emergence of group buying items, To meet the needs of consumers in all directions. Under such conditions, consumers can freely assemble the product or the package space is very narrow, can only accept the product or package. In other words, the current group purchase site in the consumer demand for meticulous work, there is a very large space can be developed.

2, consumers are willing to pay the cost. In the early days of group buying, because there is no brand, many consumers are not willing to take the initiative, but in a wait-and-see stage. After all, for new things, consumers are willing to pay the time cost and the cost of trial will be relatively low, so once there is no substantive, can touch the consumer's strong desire to buy products or projects appear, this low-cost payment will continue for some time. With the shuffle of group buying websites and the emergence of brand websites, coupled with a variety of conditions in the brewing group has been deeply popular, consumers are willing to pay a variety of costs will be raised, then a variety of group buying products will be willing to try to buy, when they found that indeed profitable, word-of-mouth spread will appear, And then promote group buying into a virtuous development cycle.

3, the convenience of consumers. This site is really doing a good job, because only need to realize online payment, you can let consumers with a buy password to come to the business here to spend, the whole process is simple and smooth, even if it is not online to pay the person, as long as he can get the purchase password, as can be consumed, So the convenience of this consumer has been recognized by the market. Just, in the early days of group buying, consumers will have a mentality, is why to believe that this group purchase site? How the money is guaranteed after online payment. In order to let consumers willing to pay, group purchase site timely launch of "at any time" and "expired refund" convenient measures, indicating that the money is very safe, consumers can be assured to pay, the same is in the impact of word-of-mouth dissemination, more and more people are willing to pay online to try to buy the benefits.

At present, with the continuous development of network technology, group purchase payment can be extended from the PC side to the mobile phone, and the use of mobile phones to pay more convenient, faster, the same can also be security protection. Therefore, more and more people use the mobile phone to download the app and then buy it, even when the consumers see a group buying project is very suitable for themselves, then immediately use the mobile phone app to purchase and pay online, and then in a very short period of time to reach the merchants to spend, the whole process coherent, For consumers to bring great convenience, so the group purchase project has become increasingly popular with consumers.

4. Communicate with consumers. Perhaps this is a soft spot for group buying, because so far, the interaction between consumers and group buying sites, is only after the consumption of comments, of course, there are 400 of phone calls or e-mail, but those are in some cases between consumers and businesses will use the tools, Therefore, the group buying site in the communication with consumers this, there should be a great space for development.

Group buying site as a maintenance business and consumer between the consumer platform, itself should be able to promote the interaction between consumers and merchants, so that consumers can always express their views and suggestions, but also allows businesses to not only publish product information on the site, but should be more to listen to consumer ideas. Therefore, in the interaction with consumers in this link, group buying site can also be careful and attentively to create a better two-way communication platform.

Through the analysis and comparison of the above 4p ' s and 4c ' s, we should be able to see the trajectory of group buying changing the lives of some consumers. Group purchase as a convenient and quick consumption mode, so that originally kept in purdah less people know products in a cheap way to present to the target consumers, enabling them to spend. It is such a mode of operation, so that more products can be revitalized, but also allows consumers to get all the conveniences of life.

Therefore, we can learn from this consumption model, analyze its strengths and weaknesses, and then get some good experience and methods to apply to our day-to-day marketing work? believe that as long as we are willing to learn, all kinds of good marketing methods will be coming!

The author of this article: Ilovegoktv, starting A5 webmaster network, thank you for your support!