Big group buying sites need to work with social media

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Recently, some media reports, in less than six months time, China's group buying network has reached 400, and most of them have been favored by investment banks. Under the support of the capital, group buying site ambitious, open up the territory of Xinjiang. And I think, the Chinese group buy the Wind, but in a way copied the success of foreign profit model-the United States Group purchase site Groupon as the originator of the site, its profit model is the innovation of E-commerce, the site only sell the same product (or service) every day, to update the daily, The model of low price of goods attracts a certain number of buyers and then receives 50% of the dealer's commission in return.

However, frankly speaking, the rise of Chinese group buying website has its inevitable social basis.

First of all, the purchase network has realistic needs. Because of the price competitive advantage of group buying, this consumption pattern is favored by consumers. The existence of group buying network can be said to be the existing consumption patterns moved to the Internet, and by virtue of the Internet low-cost transmission costs and two-way interaction, and achieved relative to the offline group purchase mode of greater market potential, at the same time, the rise of the United States Group purchase website for the Chinese group buy net remission of a certain learning costs.

Second, Chinese consumers in the familiar with Taobao, when, excellence and other e-commerce sites, the proportion of shopping through the Internet has been greatly improved. and group buying network relative to Taobao, when the site has a better experience and interactivity, is the past E-commerce model upgrades, and can be a daily limit selling the selling point to attract the attention of Chinese consumers. In addition, the group purchase site charge transaction intermediary fees, the profit model is clear, can well attract the attention of venture capital.

Thirdly, the rise of social media such as QQ, SNS and so on also make group buying network can enlarge its popularity quickly through Word-of-mouth marketing, and the rise of third party payment can make consumers pay more convenient, solve the worries for consumers.

From the current Chinese mainstream group purchase site interface, group purchase site through the front of the simplification of the interface, fully mobilized the potential consumer browsing the page stickiness, and through the purchase of goods with competitive prices and excellent consumer environment, will also cultivate a consumption capacity and loyalty of consumer groups. At the same time, group buying sites through the organization of consumers to jointly consume a service item or consumer goods, can bring consumers together, thus more in-depth mining consumer preferences, and through the interaction between consumers to improve customer loyalty. This makes the group buying network in the future can become an excellent advertising platform, through directional precision matching consumers and advertising to provide business value. The potential for future appreciation of group buying sites is enormous.

At the same time, we should see the future of group buying network potential hidden worries.

First of all, the involvement of venture capital must require the group buying network to rapidly expand consumption, how to strike a balance between customer experience and sales is a question to ponder – it is not easy to keep consumers ' expectations of consumer value at every consumer experience; second, the capital force must require the group buying network to continuously expand to the two or three-line city , this will also increase the operating costs and management costs of group buying, because the easy copy of group buying network mode, it will produce a lot of localized group purchase website, first group purchase website how to compete with these localized group purchase site, the common big market segment also has unknown factors; Finally, Group buying network bigger and larger must face how to dig into the problem of consumer resources, and SNS and other social media cooperation, the initiative to seek business model upgrade should be a way out.