Advertising campaign, group buying site will not "the remainder of the king"

　　Advertising war, group buying market can enter the era of oligopoly

This is a new internet boom, the first-line group buying network officially entered the era of burning money to spell capital. Mass Comment Group in Shanghai Public transport station to put a plane ads, handle nets on the bus body advertising, glutinous rice network in the CCTV and the major satellite TV ads, high peer network has not officially opened a regiment, Sohu official online launch of large advertising. This spring, the group purchase site will be more and more miserable advertising campaign: the Group Treasure Net 2011 Annual advertising will be put 550 million yuan, the United States Group network of 130 million yuan advertising bidding plan, the network plans to spend 300 million ~4 billion into the business ads!

Internet Jungle Law: The remnant is king! Media people believe that after a year of fierce fighting, a large number of group buying network will be eliminated, scared to death, starved, burned, and eventually survived will not exceed 10, and Innovation Factory founder Lee Kai-Fu said last year more: After the elimination can only be left three or four! At present to get financing of the first-line group purchase, such as handle the United States Regiment 24 coupons, plus the major portals of the group buy network crowded, Central Plains War, is the group purchase site may be like portals, video, SNS as the end of the oligarchy?

　　Regional brand of small and medium-sized groups, first-line group purchase, the multiple coexistence pattern of group purchase market is the best pattern

As we all know, the basic principle of group buying is a kind of service and products, requiring consumers to achieve a certain amount of polymerization within the time required to enjoy the corresponding concessions. Based on this principle, the current group Buy network regional time to launch the regiment, that is, a day N group (Chinese group Buy network does not play the first day of the originator of the United States Groupon), the current n is two-digit size.

So no matter how the group buy the blood of the ads, rob the market share can not do one or several group buy network to include all geographical and product service categories.

And consumer demand is diversified and geographical, so they will focus and the hands of the mouse point to more well-known and brand trust to buy the site. A steady stream of cash flow is precisely the survival of small group buying site. Another single group purchase network scheduling is limited, a large number of Chinese businessmen in order to take advantage of group buying marketing, will choose to carry out more points and timely delivery. This is also the commercial basis for small group buying. Consumer demand characteristics and the need for Chinese businesses to buy the marketing needs doomed to buy the net will not be a few unique oligopoly structure, but the regional brand of small and medium-sized groups, first-line group purchase, the diversity of the portal group Coexistence pattern.

　　Small and medium-sized group purchase site to survive: regional branding and vertical fine differentiation

According to the latest statistics of 800 of group buying navigation stations, the number of group purchase sites increased by 732 in the one months of March this year, reaching 4,015. The advertising battle is raging, in the first-line group buying website Burning Money competition, small and medium-sized group purchase site how to survive and development, health Group purchase network operations director Wu said: firstly, must be the main regional brand, so that local consumers to buy a network can think of their own; second, in the scope of financial support to scale development, On the basis of consolidating good main area, to gradually expand the scope, the formation of scale, once the scale will have a great survival advantage; third, the group purchase site must have a clear vertical subdivision positioning, in their own subdivision, to achieve the best group products, best service, the best user experience.

Source: Author Chavinrey submission