The power of the Army to Hope Group Purchase camp frustrated: Transfer "coupon marketing" express

April 23, Amazon (China) announced the start of the history of the largest, participating in the most brands of promotional activities, hundreds of thousands of merchandise average decline of 30%, ahead of the "51" war. However, Jingdong Mall, Dangdang said, will not follow the footsteps of the Amazon (China) dozen "price war."

This is the domestic e-commerce industry competition in the new line, its wonderful point is that, "the platform of the electricity business is not only a price war, has to cut the meat war, everyone's core will be implemented to the user." Chen Jun, president of Yili, said that since the second half of 2011, many home appliances business companies to transfer conversion rate of higher marketing channels. "Electronic coupons" came into being.

It is reported that NetEase coupon platform online only three months, with Jingdong Mall, a shop, where the customer prudential products, such as more than 200 electrical dealers to reach cooperation, the issuance of coupons about 3 million, the total value of more than 60 million yuan; a Amoy net is to carry out strategic adjustment, do not do bidding rankings, push coupons search and rebate; coupons Mom, a coupon, The most Amoy nets and so on a large number of start-up companies to rob this trip "coupon marketing" express.

Network advertising investment returns less than 1:1

Dangdang CEO Guoqing has repeatedly stressed in the investor meeting, Dangdang is China's only one-year profit history of the electricity quotient, has many years to overcome the multinational giant price war experience, "loss in service and price war, value!" But now, Dangdang has to change its strategy, no matter how the rival Amazon (China) to "shoot a demonstration", will not play a "51 price war." Before long, when has stopped hao123, Baidu and other websites advertising, cut marketing spending. And recently, handle nets also kicked the capital chain tight, it has stopped in hao123, 360 Navigation, regiment 800 and many other well-known navigation site ads.

In fact, "platform electric dealers not only play the price war, has been to the meat-cutting war, the profit space is getting thinner, various marketing costs are rising." Everyone's core will be implemented to the user. Chen Jun, president of the company, said that at present, the electricity companies cut off are brand budget, such as in the navigation site, but in the effect of marketing investment is still increasing.

Roughly estimated, "domestic electricity business on the internet, the average drop in the size of about 30%." "Purple Bo blue c o O Xu Xiao further revealed that before we are enthusiastic about the Internet advertising delivery way, R O I (input-output ratio) even less than 1:1.

More scorching is, "at present, the biggest bottleneck for the continued growth of the electrical business is the number of users, and by the traditional way of advertising, the cost of obtaining an effective user is as high as 150 yuan-200 yuan, and the effect of advertising is difficult to track." "Van Zhou Weihua, deputy general manager of Guangzhou Company told the south are reporters, in the effect of marketing era," advertisers will never know, the other half of the cost of advertising where "this famous saying, has long been not the golden rule.

NetEase etc Grab a "coupon marketing" express

Where this situation changes to ding Lei, Ma Yun and other industries to sniff out new business opportunities, Quick shot "electronic coupon" effect marketing.

Borrow power in NetEase Mailbox 4.800 million of the user resources, NetEase coupon platform quietly online in December 2011, users can by virtue of the mailbox points, free exchange for Jingdong mall, shop 1th, where the customer-prudential products, red children, such as more than 200 b 2C Enterprise consumer coupons, and the enterprise can free access to a large amount of traffic resources.

With the voucher Mom, a coupon, the most Amoy network and other entrepreneurial coupons platform is quite different, NetEase coupons do not collect commissions to promote enterprises, a Amoy network, the public comments network, handle network, such as well-known electric and electronic business service platform, its coupon channel is only a "standard" to "not the main business" exists. And NetEase is by its C E O Lei personally lead, separate set up a team full operation coupon platform.