Businessmen compete for the right to speak for billions of buy

Summary: Businessmen scramble for billions of words last week the public comment on the network and McDonald's Oolong group purchase event, to the public comment on the net finally took out more than 2 million to compensate the consumer price difference and end. Due to a short time to detonate a large number of people and sales, group buying once caused the various road meal

Businessmen compete for the right to speak for billions of buy

Last week, the public comment on the network and McDonald's group buy events, to the public comment on the net finally took out more than 2 million to compensate for the consumer price difference.

Due to a short time to detonate a large number of people and sales, group buying once led to various road catering enterprises flocked. However, this will be the game between the merchant and the site to move on the table behind the event, reflecting is the group buying and catering business relationship between the changes quietly.

It is worth noting that, at present, more and more large restaurant chain has new, its own development O2O market. This let once experienced "thousand Regiment war" brutal shuffle of the group buy market smoke more thick.

Counter-city growth of the group buying market

"Group purchase on the one hand set package to have a very low discount, on the other hand, the sale of Business sales commission." "Guangzhou has more than 10 stores in the restaurant chain brand marketing department head Chen Translation (alias) said, so down, to buy their gross profit margin is often lower than the normal 10 points above.

However, Chen said that many catering businesses are still willing to cooperate with group buying website. "If you do not buy, of course, you can also through other channels, such as their own promotional or push coupons." But even if you distribute coupons for yourself, it also requires labor costs, and there are limits to distributing people. And with good group buying site cooperation, often can bring more stable group buying volume.

"If the restaurant brand has a chain advantage, often also in the group purchase site to get good location and resources." Chen said, on the other hand, group buying site has a huge stream of people, and the target crowd accurate, from this point of view, even if the group buy as a kind of advertising, per capita cost is very low.

Chen translation of the catering chain in Guangdong has more than 10 branches, such a way to buy the company's business has brought huge crowds. "The turnover we are now achieving is more than 10% of our total turnover," he said. Chen said.

Group buying in the catering industry, the pace of development is indeed very alarming. Food and beverage industry-wide data has not been booming recently. 2012, the national catering industry to achieve 2.34 trillion sales, an increase of 13.6%, the growth rate than the previous year slipped 3.3%. In addition to the 2003 "SARS", the lowest value since 1991. However, according to the public comment on the 2012 city living Consumption report, 2012, the public comments on the nationwide group buy sales of nearly 60 million coupons, compared with the same period in 2011, the increase of more than 150%. Among the various types of buy coupons, the sales of gourmet group coupons are significantly ahead of other types of group purchase coupons. This year according to the Regiment 800 "September 2013 China Group Purchase Market Analysis report" shows that the first big Food life service category, currently grasps the dominance of the control field, the market share maintained in more than 50%, is a first-line group buying station's key development areas. This year 1-3 quarter, the number of food and beverage group 174 million people, achieve total turnover of 12.3 billion yuan, occupy the national group buying market nearly 60% share.

Catering Business for 020

"Although many group buying sites are interested in working with us, we are cautious about doing group buying," he said. "A well-known coffee chain marketing department in charge of Chen (a pseudonym) so to the south all reporters said, group purchase for its only part of the city in some of the new store to do short-term brand promotion.

In fact, group buying often stimulates restaurant passenger and sales revenue in a short time. However, behind the rally, the game between group-buying websites and catering businesses is also deepening. "Especially in the three or four-line market, the public comments on the network and the United States Regiment two alone, the face of a strong group purchase site, small catering enterprises basically no bargaining chips." "Another local restaurant chain in charge of Liang (a pseudonym) to reporters in the south, the face of some strong group buying site, it even requires catering enterprises must reach a certain range, but also set the length of the purchase package. and the purchase site for its sales commission requirements are also more "harsh." "In the north, such as the first-line city, the general chain catering enterprises can be a commission on about 5%, while some of the local market has a stronger brand influence of the catering chain, sales commission may talk about 3%, but for some small catering enterprises, sales commission may be more than 10%. "Liang said.

"So buy down, maybe some catering business is losing money to make a yell." "Liang said. and the public comments on the network to reporters that: group buying for businesses is more just a marketing tool, and can not be profit for the purpose.

But even the strong brand, and the group purchase site "game" is not necessarily not completely. "For example, I only want to do one months of group buying promotions, but sometimes the group buying site shows more time than we expected." Liang said that the group buying site sometimes for the pursuit of popularity, this phenomenon is not uncommon. Liang restaurant chain of its sales commission is 3%, in Liang View, its cooperation with group buying site is good, but also encountered such a situation.

When group buying started, this trend did attract a large number of catering businesses to participate. However, as the catering business "NET" experience, the balance of discourse right has slowly been to the strength of the chain of the brand to tilt.

"Group buying may attract some of the price-sensitive consumers. "But what the brand wants to do is not just sell the product, but to push the brand's overall service and product experience," Chen said. Group purchase is not the mainstream of the company's brand promotion, but will be in some of the city Department of new stores to promote to provide consumers with experience. "Group buying is only suitable for short-term marketing. "Chen thinks.

In fact, although the current restaurant O 2O market is almost entirely driven by online internet companies, most of the offline catering businesses are passively accepted. And as the Internet awareness of the catering business gradually strengthened, the familiarity of network tools deepened, the Internet on the food and beverage enterprises of the mystique has slowly faded. For example, KFC this year launched KFC a PP, consumers as long as the mobile phone scan two-dimensional code download, you can easily let consumers find nearby KFC, cell phone booking, access to mobile coupons and so on. In order to match the promotion of its breakfast products, Starbucks once developed its own mobile phone a PP function, in October this year for nearly one months of half-price purchase of breakfast food promotions. In addition, seabed fishing, McDonald's, Real Kungfu and other chain brands in the past two years, whether using social networking sites and consumer interaction, or using coupons, buy channels to promote, etc., have a very high enthusiasm.

Reporter observation

Buy a savage ERA end

In a short period of time to improve the popularity, so that many merchants won the favor. Behind the two sides of the game of discourse right, this game in the future may further deepen. This has to mention is buying a natural "weakness".

According to "2011 Public comment Guangzhou Catering industry Analysis Report" shows that 89.7% of consumers buy food and beverage deals because of "low discounts and benefits," while 63.9% of consumers buy it because they "want to try new stores," and about 20% of consumers will "save things with the package" and other reasons to participate in group buying consumption, another 4% of consumers because of the follow up group buying.

Group buying will undoubtedly gather a lot of popularity, but many are directed to concessions, these new customers can be transformed or how to transform into a loyal old customers is a lot of catering business faced with the problem. This also lets group buying this kind of marketing model's limitation to reveal undoubtedly.

For group buying site, it also faces another heavy pressure: The industry reshuffle is still not stalled. According to the group 800 of group buying website survival status carried out a new round of census. At present, the national group buying site for 494, compared to the early 2013 to reduce 449, compared with the history of 5,058, the survival rate of only 9.8%.

"The end of the savage era of group buying, fine operation will be reflected in all levels." "Regiment 800 vice President Xu Huan before so to south all reporters said.