Brand Integrity: Mirror in Group buying market

As a http://www.aliyun.com/zixun/aggregation/6236.html "> e-commerce Application and marketing of an important way, online group buying is undoubtedly the most rapid development of e-commerce industry power, The bubble-ridden electricity business is destined to make more attempts in 2011, how to open up a new road, whether need more innovation, electric commerce still have a lot of homework to do, "electric business + buy" is only a new way, can get better development in 2011, is open to question.

March 5, the opening of the third session of the National People's Congress, Premier Wen Jiabao in the government's work report pointed out that to strengthen the commercial circulation system, such as infrastructure construction, and actively develop e-commerce. The two sessions mentioned in the support of E-commerce for group buying is undoubtedly a good news, this is the first time the prime minister in a formal occasion to raise the issue of supporting E-commerce. But the integrity of the problem, the user viscous small problem is no doubt the development of the site group buy the mishap, group buy network can self heal is very important.

At present, the domestic "thousand Regiment war" fierce fighting is raging, online group buying development quickly, there are many problems. such as the purchase of goods are not the same, or the existence of quality problems, quality of service is discounted, group buy consumption is discriminated against, buy ultra-low prices induce irrational shopping impulses, leading to some consumers blind consumption and so on problems emerge.

Throughout the recent group buying events, it is not lively. The United States Regiment and DQ dispute vouchers dispute also uproar, more than 10,000 vouchers, the United States network is a full refund, and even the discount part of the retreat, essentially, although this is a failed group buying behavior, but to retain the vast number of users of consumer confidence, the United States network brand has not been too much impact, than the glutinous rice Regiment in Wuhan, the same incident, the adverse impact is much smaller. However, glutinous rice network today also officially made a "perfect consumer experience commitment", the commitment to show that the glutinous rice network officially launched "7 days without an unconditional refund" and "consumption is not satisfied with the first payment" and other user rights and interests protection services.

From the capital market, some have a good reputation and development of the group buying site is still the love of capital, the latest in the United States Group online line anniversary celebration, CEO Wang confirmed that the Sequoia Capital has won tens of millions of dollars of investment news. Fierce competition, in fact, is also the tide of sand, group buying is fast aggregation and demand close to the business and have the desire to buy consumers, and consumers have thus obtained high quality and low price, value of service experience, is a good experience marketing. Group Buy network integrity exposure is actually in the protection and promote the development of the industry, for the current group buying industry turmoil is deeply concerned about, some leading group purchase enterprises on the issue of some specific issues of marketing issues launched a countermeasure study. Strengthen group buying website as an innovative marketing platform should be more with the authorities and professional organizations, to carry out differentiated competition and even collaboration, for businesses to provide complete and perfect systematic marketing planning and implementation program. This to a certain extent also reflects the common demand of brand merchants, this focus on quality and the overall image of the marketing concept or will become an excellent brand enterprises in the future to buy a marketing partner on a trend, for the brand merchants are in the development of a critical phase of the well-known group purchase site is undoubtedly a valuable useful inspiration, For the preference for short-term cooperation, a shot to go on the site, brand integrity is also like a mirror, must let those ghosts and goblins show the prototype. (Network synthesis)