Public comments and the United States and the network of the group to rekindle the war

"Internet startups have to yell and run, and sometimes yelling is more important than running!" This is the original 酷6网 founder Shanyou's famous words.

This "famous saying" has played a role in the Internet field so far, do not believe you look at Alibaba, 360, music view, millet and other excellent internet business practices.

This time, the story takes place between the public comment and the American network.

May 16 Night, a micro-blog screenshot on the Internet crazy turn: The United States Regiment plan to the public comments 5.17 big promotional activities to "brush the single" action, including COO Canga Wei on the staff of the encouraging words and staff response to the micro-letter dialogue screenshot.

This so-called "brush list", like "Let the Bullets Fly" in the same way, the gun you sent out to recover, and ultimately prevent the marketing initiator to reach the end user's behavior, the ultimate is that the marketing initiator to reach the user's goal failed, and its market costs.

Public comment on PR director Wang LUI response, "Business unit feedback, there are indeed a lot of brush single behavior, but we have corresponding measures to ensure that the real user benefits, we hope that the entire industry can be benign competition, common for users and businesses to create more value, only in this way, O2O can really have vitality. ”

But Liu Yanfeng, vice director of public relations in the United States, responded that the group would not do anything so boring and not respond to the matter.

The whole story of "brush Door"

For internet companies, every day is a holiday.

5.17 because of its homophonic "I want to eat", become the group buying industry to do market activities of the day. This is not, the public comment and Baidu glutinous Rice invariably chose this time period to do preferential promotional activities.

Baidu glutinous Rice Mobile phone includes meat folder steamed bun, Luo powder, fried steamed bread, bowl chicken, including hundreds of food groups sold only 5.1 yuan 7 cents, the event covers a number of cities, in addition to IPhone5S, Ipadmini and other prizes to encourage users to submit their favorite but not online merchants, Then there are new users to sign up for 25 Yuan vouchers coupons and other activities.

And May 17, the public comments will be launched in 23 new cities "5 dollars Happiness is what" series group buy, the first wave of "5 dollars to see the film" Group buying activities will continue to May 31.

Objectively speaking, this time the public comments on the activities of the true commitment is not low. As a group buying industry, catering negotiations are relatively strong, although it looks like price concessions, but the actual purchase company pay is limited. But movie tickets are not the same, friends from Wanda Theater marketing director learned that even the tens of thousands of tickets to the purchase of film, the lowest price is about 30 yuan.

P.s. Children who see this message can go to buy food coupons and movie tickets, especially the movie ticket, which is not water. Group buying enterprises For more users, out of a point of "blood" should be, then you are not polite.

Again, why do activities, group buying industry and the electrical industry is very close to the product to move online to sell. From this point of view, group buying is actually a form of electricity, the only difference is that the group buy products are not uniform, and continuous changes, need a large number of front-line ground team to negotiate.

With extreme low price activities to stimulate user participation, using a large number of traffic to achieve the transformation of other products is the electric business has always been the idea of activities. This is common. So create festivals, activate the flow is a common thing, we go to see Taobao, Day Cat, Jingdong Mall, Shop No. 1th every day to know.

Know the purpose of the activities of the public comments, it is not difficult to understand why the United States Group to brush the list. Public comments hope that through Low-cost film tickets to attract new users to join, enliven inactive users, especially the three or four-line city users.

Because users in the purchase of movie tickets at the same time, even touch up to the public comments, and then to browse the public to review the possibility of other products, that is, increased the user, but also increased the possibility of a deal. Plainly, the purpose of the activity is to increase the public comment on the contact with the end user, through the repeated marketing stimulation, cultivate user loyalty.

And why the United States team to brush the list? Because through the brush, the United States can not only consume the public comments on the market activity resources, but also to prevent the public comments and real end-user contact, so that the public comments on the marketing costs.

From this public comment 5 Yuan movie ticket activity to see, the American Regiment staff snapped up buys the coupon, oneself uses, transmits others, even if the expiration refund, can play the effect which the public comments the activity landing.

According to the micro-letter screenshot of the content, the United States to mobilize staff to use mobile phone number of a large number of registered public comments online account for the brush, and after purchase to apply for a refund of the way the public comments on the marketing campaign.

According to the industry, group buying industry in the activities of each other to brush a single vicious competition is very common, but like the United States Regiment such COO lead, a number of separate stations to participate in the way is the first time to see.

Brush a door behind the scenes

Some insiders pointed out that the United States Group "brush a single" practice is a vicious competition behavior, if serious, may violate the "anti-unfair competition law" and other related laws and regulations. On the other hand, it also shows that the United States group on the public comment down to the three or four-line city strategy panic.

This year, the public reviews announced that the city will expand from more than 30 to more than 100, which is the main source of pressure on the United States Regiment.

Single from the business point of view, the United States group with more than 200 cities to prop up the first group buy industry volume, but the public comments on the group purchase business only more than 30 cities to get the industry second place.

Panic comes from buying industry features. Group buying is hard to become a business model, because it is more like a marketing model, because no business is willing to sell their products below the cost price every day, so the group buying industry has to layout a large number of sites to contact businesses, through low-cost stimulation, the formation of a huge scale of transactions, and constantly standardize and quality user experience, Really gather a huge amount of loyal users. And the future of group buying, it will naturally extend to other e-commerce dimensions, in other dimensions to achieve profitability, such as the United States Group is the layout of the film tickets and hotel business, is this attempt.

But the industry, which has been spurred by price stimulation, has a very low entry threshold, but because the product is highly non-standard and chain too long, fierce competition, and other reasons, if there is no capital escort, basically is not see the "sun", which is why the Thousand Regiment War, Hundred Regiment war to today only the United States Regiment, the public comments group, glutinous rice , handle, litters regiment, such as flexor several reasons.

First group buying industry is characterized by the competition is difficult to profit. In other groups did not enter the lower cities, the United States Regiment more than 10 people's team to do 7 million or 8 million yuan of water, seven hundred thousand or eight hundred thousand of the revenue. A ease. However, as the public comments on the entry of the city, such a pattern will soon be broken, the Merchant welcomes competitors to check and balance the monopoly, and then as long as the price of a slight advantage, can be divided into the first entrant of the existing users.

The other feature of group buying industry is "repeat purchase rate" is very low, user loyalty is difficult to cultivate and easy to swim, the group purchase brand needs a lot of market input to cultivate the relative loyalty of users. The United States Group Brush single public comments on the activities of the package purpose is to block the public comments and natural real users contact.

At the same time, group buying is a way and a tool that can do anything. However, group buying in all sectors can not be in-depth, the formation of commercial barriers. When the user is concerned about the price, group buying will occupy a large market and demand, because he is like a discount, as long as the marketing can quickly cover. Catering, to the user demand is not only a group purchase, for the merchant is not the most important, so in the catering industry, buy roots not deep; in the hotel industry, group purchase can only cut some OTA cannot cover the budget hotels, can not be in-depth, can not occupy high-end market share.

Further said that the United States Group Panic is not the public comment on the group purchase business, but the overall ecology of the public comments. For example, if the United States Group is equivalent to Jingdong Mall, the public comment is Alibaba.

Jingdong Mall needs to continue to expand volume to increase the scale, escape to today's scale. And Alibaba to create e-commerce ecology, the basic realization of the "lying to collect money." Jingdong Mall last year, the first four Seasons profit is shown, on the one hand from interest income, on the one hand from its cat mall with the same mode of pop platform revenue, two types of revenue models stand out.

Back to the United States and the general public reviews, group buying is the whole of the United States, but only a part of the public comments. Public comment The reason dares to do 5 Yuan movie ticket's activity nationwide, because in addition to the group buying business, the populace reviews itself already has the flow to become present the ability. It can be the flow of activity into its own takeout, marriage, hotels, tourism and other industries to become present, can also improve the user comments information, broaden the catering industry cooperation.

To be blunt, the public reviews already have a plate, it can through the comments and buy more points to reach the user, and then in the overall realization of the ecological profit; and the United States Group is currently only single point touch Tatsu, is still in the circle of user run scale stage, the need for capital escort, but also need to increase the capacity of the flow of liquidity, For example, the United States Regiment this year also began to exert the outward selling business.

From this point of view, the United States Group of brush single behavior only reflects the United States in the ecology, platform and capital scale and other aspects than their own more strong public comment on the panic.

If the brush is just as a business behavior, then how to crack the plight of the group buying industry is the most should be worried about the United States and hope that the change of things, single group to O2O platform is obviously the trend, the United States Network CEO Wang Natural Insight to the deep, but hope that through a solid group purchase into In the face of this field has long been the public comments, the United States Regiment is still very long.

On the other hand, its CEO, Zhang, said in an interview with an old friend that the focus and open strategy will be implemented this year, while focusing on the core business and establishing strategic cooperation with the large flow platform Tencent, with a view to acquiring a large number of incremental users; such as large food and beverage software company Wisdom Dragon, take-away website hungry, point meal platform big mouth and so on.

Obviously, unlike the layout of the American Regiment, the public comment has already begun to "reap".