Brief analysis of group buying process and group buying

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

How to make your product successful in group buying? How to make your group buying activities more powerful? If you are looking for an E-commerce outsourcing service company that is serving you all the way, then this article about the Enterprise Participation Group will be helpful to you.

"Group buying has always been developed"

With the birth of group buying and the integration of the melee, we are no longer unfamiliar with group buying. The author of the first contact is the beginning of the 2010 friend Jili introduced, at that time to see just the beginning of the American network and the popular in the United States Groupon (first established in November 2008, to the user group purchase for the operating point. Its unique is: a day only push a discount products, each day limit to shoot once, discount products must be the type of service, the service has regional, offline sales team scale far beyond the online team. At that time, the understanding of group buying mode only stayed in the localized service coupon promotion stage, and today, the domestic network group buying mode has been the electric business industry as a group of muddy water, because the idea of "low-cost high quality" spread, leading to a large number of network consumers defection Taobao, and stare at their favorite buy platform, Even every day to traverse the visit brother buy platform, in order to find a high quality and low price, their own needs of products.

Today, the domestic group buying site is obviously already not active to seek business cooperation, found that the situation of high quality commodity bargaining cooperation, only less than 2 years time, group buying mode because of the special background of domestic Internet, and will be the pattern of flip. American Regiment NET, litters Regiment, Poly American Regiment, F Regiment, Tick group, tick group. Glutinous Rice Regiment, 24 coupons ... Even 58 groups, QQ Group, handle group, NetEase group, Beijing-East Group, Sina Micro-blog group, Love Group, where the group, Taobao Group (a good deal) of these traditional portals, electric dealers also joined the Army Group buy ... Group purchase is not only hundred regiment war, the Thousand Regiment war? Group buying has gone through the embryonic start, the development of communication, happy enclosure, armed separatist stage, and is staged in the spring and autumn Warring States merger war.

At present, the main force of online group buying is the young group aged 20 to 35 years old, which is very popular in Beijing, Shanghai, Shenzhen, Guangzhou, Xiamen and other big cities. Netizens together consumption, collective rights! At the same time group buy network to provide supervision, to ensure the participation of manufacturers qualification, supervision of product quality and after-sales service. Online group buying changed the rules of the game of traditional consumption. The most core advantage of group buying is reflected in more favorable prices. Depending on the number of group buys and the number of products ordered, consumers generally receive a range of concessions ranging from 5% to 40%. So that everyone can find a more favorable purchase of goods, so that consumers do not know the common enjoyment of inexpensive services, which is the highlight of the network buy.

"Group buying mode re-analysis"

Analysis of traffic data of group purchase website

The following from the tool: Google trends/Baidu Index/Baidu statistics for domestic group buying industry data analysis and evaluation:

Sample: American Regiment net, handle Regiment, glutinous Rice Regiment, Litters Regiment, 24 coupons, high group, full Regiment, F Regiment; Poly cost-effective group, where the group, Jingdong Group, group 1th, Poly-Mei excellent products, tick group; QQ Group, Sina Micro-blog Group, NetEase Group, the mass Comment Group, 58 group purchase, driven groups (has been merged into the Litters Regiment); Seated Nets, Alice, Mickey Nets, mushroom Regiment.

Sample content: 2010 To date, group purchase website traffic, group purchase search index, group purchase site search performance.

Time:

Sampling mode: Alexa traffic flow, Baidu Index, webmaster Tools

"Group Buy class"

1, the United States Group network: 2, handle group: 3, Glutinous Rice Regiment: 4, Litters Regiment: 5, 24 coupons: 6, high peer group: 7, F Regiment:

"Electric Business"

1, the cost of the group 2, where the group 3, Beijing East Group 4, 1th Group 5, Poly United States excellent products 6, tick group

Portal Network Class

1, QQ Group 2, Sina Micro-blog Group 3, NetEase Group 4, mass Comment Group 5, Rush Group (has been merged into the Litters Regiment) 6, 58 Regiment

"Industry class"

1, Qi Jia Network 2, Alice Group 3, Mickey Net 4, Mushroom Regiment

Group Buying Mode Analysis

1, Website-users: Group buying site to provide attractive goods/services, super discount, attract users to buy, and through the award of user promotion and other ways to promote users; The user through social network spread, bring scale effect.

2, the website-merchants: Group purchase site to find cooperation with the intention of the business, agreed to reach the effective number of group buys, did not reach the number of the equivalent of media advertising, to reach different size can be shared or commission part of the income.

3, Merchants-users: Users go to the business consumer, become the actual user, the merchant accumulates the user, further understands the demand, develops the user's value again.

Group buying is a promotional tactic, not a business model. He is a popular way, the final business will lead to the traditional way of selling. The development of group buying website is not to be bought by the website of the buyer, it is to build the online mall to do business. Small regional group buying sites will continue to exist, but there will be no stock listings that day.

"Group buying mode development trend"

Group Buy Mode Upgrade trend

1, the spontaneous behavior of group buying has been replaced by professional group, single product cooperation type group purchase by B2B2C-type group buy instead; B2B2C Group will be in the professional buying team to build, high-quality commodity portfolio, enhance the single user consumption, increase the user's viscosity, the logistics system to seek breakthroughs;

2, group purchase officially developed into a more mature form of B2B2C E-commerce, network Group of groups and two years of time to cultivate a new network consumption habits, very good will be the business model and business-to-business platform docking fusion, the future appears Hui Cong, Ming million, interest nets, hundreds of nets, Van Na network, such as a single business-to-business platform and group purchase site joint venture will increase the way;

3, Taobao as the representative of the Consumer-to-consumer network shopping model is being severely challenged, and to the Beijing-East as the representative of the mode of delivery because the supply channels can not form a single effective price advantage is also facing challenges, this is Taobao traditional customers to participate in the purchase of the main reason of the war;

4, Sina micro-blog group, QQ, 58, NetEase as the representative of the traditional Internet enterprises to participate in group buying, mainly to find the flow of traffic into the breach of sales, to the Alice Group, Milk Powder Regiment, Mushroom Group for the representative of the consumer group subdivision site to participate in group buying, is the depth of user value mining; The depth of horizontal cooperation of this kind of website will be enlarged to catch up with the cooperation of group purchase channel and litters Regiment as an example;

5, the group buying site will shuffle relocation: a. To the business network to buy electric trader platform-oriented promotional group purchase; B. High-quality single products recommended by the main professional group purchase site; C. A social group buying platform based on user habits.

Buy Product trends

1, Brand trends, price trends: On the one hand, brand products are a large number of purchase, in order to enhance brand awareness and consumption habits for the main purpose; On the other hand, the commodity is becoming the main purchase products, to expand sales and channels to make quick money for the primary purpose;

2, the trend of FMCG, durable goods trend: Group buying has been no longer limited to simple service group buying and footwear online shopping, but is developing for a comprehensive fast consumer goods online purchase and durable goods purchase, FMCG Group will focus on the category of beer and Skittles related (to expand the channel to increase sales); Automobile and other industries first appeared, mainly to enhance the brand value and expand channels for the main purpose;

3, fashion products, luxury goods, collectibles trends: fashion products, luxury goods, collectibles will also be added to the ranks, just need the right business model, brand value and value-added for the main purpose of the group.

Purchasing Trends

1, no longer limited to a single product purchase, online shopping consumers are increasingly inclined to buy multiple products, trust the purchase site two times to buy, regular purchase;

2, consumer groups from the beginning of the Consumer-to-consumer network to expand the group: Age concentration in the crowd between the 20~40, to stabilize the work of the office staff, efficient students, IT industry practitioners mainly, men and women than the list of about 6:4, higher than high school education, mainly lower than concentrated in the coastal economically developed areas and Sichuan-Chongqing-Hubei-Henan-Shaanxi region, BEIJING, Shanghai, Tianjin, Guangzhou, Shenzhen, Chongqing, Xian, Zhengzhou, Nanjing, Wuhan for group buying attention to the top ten cities.

Group buy Site Promotion trend

1, the early single point of micro-blog marketing and localization of the Internet circle has not been able to meet the promotion of group buying site, through the joint business, event hype, network War, stereo media advertising, search bidding rankings do promote more and more by the purchase site attention;

2, the group of businessmen more and more attention to micro-blog, QQ Group, SNS Interaction and other ways of single product group purchase page promotion.

Group Purchase Market Size forecast

For example, the United States Group network, the average consumption of 50 yuan per user, 6 times a year, and according to relevant statistics, China has the ability to pay network 300 million people, if these people are involved in group buying, calculate down, a year has 90 billion yuan market.

"Group Purchase Process Analysis"

1, the net buys the process: the registration becomes the group buying organization's member >> to the group buying organization submits your purchase expense intention or the direct enrolment participates in already has the group buying activity >> receives the organizer's activity invitation >> to go to the activity place at the appointed time (brand distribution point, Store or large sale field to participate in group buying activities >> pick their own products to buy the next >> inspection payment delivery >> participate in the corresponding product/service reviews;

2, Business group process: To do group buying early product analysis >> Group purchase budget and Revenue analysis >> Group buy early promotion plan >> group purchase product collaboration process Preparation >> Group application for >> Group negotiation >> Group of goods online >> the next single shipment >> buy end settlement;

3, group purchase site audit process: To identify whether this product is suitable for group buying >> screening and identification of brand >> audit business qualification and product quality Qualification >> join group products on line necessary data preparation >> Group purchase cooperation Contract agreement >> Group Goods Online >> Group products due to the end of the line >> Group purchase website and merchants to settle.

The above about Baidu algorithm summary is just the media SEO consultant Hing Xinpeng in the SEO operation of the summary of the test judgment and rough estimate, not be able to represent the real Baidu algorithm structure, in this share, only for the concern of search marketing friends reference. Public records Media Search Marketing Services, please call 4000-163-001 Consulting Network marketing consultant.

This article from: Baotou SEO blog reproduced please link form to indicate this article address: http://www.baotouseo.com/post-357.html