The shock of group buying revelation: Group buying industry seems to have lost its rationality

Group Purchase: Shock revelation

In the past two years, in the Internet industry, especially in the field of electricity, group buying is an extremely hot and even crazy keyword.

Just in the past 2011, the group buying industry has expanded at an alarming rate, reaching a scale of more than 11 billion yuan, 5.5 times times the number of 2010. In one of the large and small group purchase site, but also more than 5,000 home.

However, the same in the past 2011, the face of vicious competition in the industry and capital snub, group buying site has shrunk sharply, reducing the number of nearly half!

The rise of group buying has attracted "gold miners" from all sides: portals, social networks, search engines, E-commerce, and even network security service providers.

For the group in which the net, this is like a blood-drenched forest battlefield.

For a piece of capital, it's like a priceless gamble.

It seems like an invisible kaleidoscope to the merchants who have been involved and have not been involved.

There are other stakeholders, in which fish are in troubled waters.

Among them, those who earn a full bowl of profits have, and the losers are also there. And for us, as you can see, it seems more like a big experiment on the Internet.

In any case, the spotlight of group buying, as a very unique mode of electrical business, created a Chinese internet history of a miracle, providing a reflection of an industry in miniature.

Compared to the total increase in sales and the number of sites, we can not help but ask, in the two years from scratch, the group buying industry in the end what happened? What impact will it have on the economy and society? What lessons will it provide for some of the future new industries, which are also "prosperous"?

According to the data provided by the Regiment 800, we surveyed and interviewed the top 10 of the 8 companies in charge of the company, they are 24 coupons, the United States network, Poly cost-effective, glutinous rice Network, the public comments, F Group, handle nets, high peer nets. The Litters Regiment and the full of the sold-out were not interviewed. By delving into and interviewing these group-buying websites and professionals, as well as the businesses and users in them, we try to find answers to these questions. At the same time, with this article, we would like to show you a panorama of the group buying industry, whether in the industry or outside the industry. Management (Deng)

Group Buying Madness

Under the dual drive of capital chasing and chasing capital,

The group buying industry seems to have lost its rationality.

Deng Yong, this reporter?

Who lives in Beijing East four ring of Fang, before the Spring Festival through the group of well-known group purchase network group buy a hair products: the original price of more than 1600 yuan of hairdressing items, the group purchase prices for more than 200 yuan, less than 20 percent, looks quite cost-effective. At the appointed 2 o'clock in the afternoon to arrive at Wanda Plaza in da Wang Road, "Touch styling Salon", she found herself clearly underestimating the beauty of the salon business: Although not yet reached "no lizhuizhide", but far from "crowded" to describe.

Because too many customers, finished the whole hairdressing program, has nearly one o'clock in the morning, the store is still noisy. The designer told Ms Fang that since they started the group buying business, they had been overworked, most of the time eating only one meal a day. In the past, even weekends are rarely busy.

Ms. Fang's checkout fee is more than 500 yuan, this does not include the online payment of the 200-dollar purchase money of course, these increased costs, prior to the consent of Ms. Fang.