Search Restaurant Group Model: The Innovation of group purchase

With glutinous rice, full succession to get married, tick group closed, the market has officially announced group buying industry has been from the peak of madness gradually into the maturity of stability. Group Purchase peak period led to the local life service consumer market rapid development, for the popularization of electronic coupons to provide the development of the soil, a time Tintin, pudding as the representative of the electronic coupon model began to prevail, local life service consumption model into a new stage.

Yangtze, before the waves died on the beach. Group Purchase and electronic coupon market has become saturated, to penetrate the market from these two points have basically no chance to speak. and continuous innovation to promote the development of the industry, there are always some people who do not want to try to please consumers through innovative mode, there are companies to buy and electronic coupons as the basis for the implementation of "probe shop" of the small public model to cut into the mass market.

At first, a friend asked me how to look at the shop, I was completely confused, what is the "Detective shop"? Never heard of it. In order to maintain the industry acumen, I looked back deliberately this model, the online information is not much, from the star collapse of several links to learn that the original so-called "probe shop" is the search relies on its mobile end application search in the full build of a O2O project.

The shop is not intended for the search, but in the search of Yue products accidentally formed. Search Yue This is an information aggregation app, which has all kinds of information, because of the aggregation of a large number of restaurant food information, so that some cargo users began to become active, and gradually appeared a group to eat voice. The search saw the opportunity, that this is its cut into the O2O hot market, so the gift of a lot of energy to try to set up a probe shop project.

In the early stage of the project search in the one or two-line city signed a large number of popular businesses, through the subscription propaganda and cooperation, and businesses in the search for Yue, in addition to access to product announcements, but also through the provision of electronic Membership card preferential form to attract consumption. Users can through the subscription, group, drying a single three process to complete the exploration of the shop consumption process.

The so-called "Detective shop" pattern is roughly the same. On the surface, the exploration of the shop is only suitable for the small cargo, in addition to the real cargo, no one is willing to call on a group of strangers to dinner, so this model is not a large-scale use of the possibility, however, surprisingly many businessmen welcome this form.

For businesses, although this model brings sales less than regular group buying, but also has a unique advantage. First, the margin is higher, electronic Membership card format generally in 70 percent-90 percent, and group purchase discount service between 50 percent-70 percent; second, to obtain the food test, the shop is mostly composed of cargo, such consumers are willing to share food, businesses can access these important electronic data, in order to use in other online promotional activities. Third, the more frequent, because it is cargo consumers, if the food content can often bring two consumption, and regular group buy the majority of consumers are cheap and come. Therefore, businessmen in the treatment of regular group buying and exploration of the consumer groups appeared in second-class citizens and "nobility" of the huge difference.

The cargo model gathers a large number of and the huge consumption information produced by these shipments can bring more consumption potential to the merchant, and the cargo who participate in the shop are more similar to the public food critic, and it is the most economical and effective advertisement for the merchant to share their understanding of food and spread to the integrated network.

Therefore, the core value of the shop is to share after the meal, this is the most meaningful part of the business, if the loss of the process of sharing after the meal, also lost the probe shop of the true, into a programmatic one thing, this is useless with ordinary group buying, business treatment of this part of the consumer attitude will be greatly reduced.

Explore the store group mode is in group buying and electronic coupons on the basis of positive innovation, search Yue O2O Market entry point of the election is good, do a better job than the public comments may be. In search of force push the model to the other news clients and group purchase site new ideas, may soon be a large number of replicators emerge.