Buy broken bureau need to match white-collar value

Wen/Zhang Shule

What about 2012 group buying?

According to the group 800 days ago, "China Group purchase Statistics Report" data show: February domestic group purchase turnover of about 1.46 billion yuan, 8.1% growth than last month, but the Chinese group buying industry as a whole is still in the "slimming" stage, the number of group purchase sites in February only 3,626, and the peak was said to have five thousand or six thousand.

Obviously, looking for a live to become the inevitable end of the net ups and downs, but also 2012 years of development theme.

Half of the group buying stations have been retired

A paragraph in the survey data did not cause much attention, namely, 800 of the 400 operating sites of the sample monitoring found: Nearly half have been transformed to in-kind group buy. A little analysis is not difficult to know, although there are 3,000 group buying stations, but half of them actually have become the traditional online shopping site, but only a bit cheaper to sell.

Almost no one will suspect that the development of a necessary node group is the remainder of the king, the single digit of the group buying portal will become the inevitable pattern of future group buying. And in the first-line camp group buy site is also extremely nervous, a little careless will be the crisis of the army to let them start constantly looking for innovative nodes.
Litters group obviously walked in front, following the self-help-type group purchase as the core of the litters mall such as breaking the regular new product types appear, also at the beginning of the year and in the catering industry has an innovative model of the exclusive cooperation of Jiangnan, 59 shops open 100 yuan to sell 75 yuan voucher, without any restrictions, including drinks, can be added to use.

It seems to be just a continuation of the regular purchase station local life service routine action, can be a little analysis but can read a different meaning.

Find markets through precision marketing

In fact, this is not the first time the Jiangnan affair with group buying. Last October, its high-end brand Orchid club has joined hands with the Litters regiment, launched the Beijing Orchid Club Italian afternoon tea pastry large platter group. Orchid Club Because of its positioning as high-end luxury standards, has been the attention of the outside world and quite mysterious, and the emergence of such groups, can be seen as a result of group buying to open the white-collar market test water.

With the first water Test experience, the second step of the big point will not pull the eggs, a new round of cooperation began to cover all the southern beauty of the store, not in the limited category, this also get rid of the past to become the entity stores advertising marketing channels and false promotions caused consumer criticism of the limitations.

And by this cooperation, it is not difficult to see another development trend of group buying, that is, through precision marketing to develop the most consumer potential of the white-collar market, change in the past group buying station blindly promotion, low price and the resulting weak price, localization services, a single problem. Litters group apparently through this to meet the white-collar consumer desire of local service group purchase, further increased the white collar to buy bonding degree, thus optimizing the structure of their own user groups.

This can be regarded as a value matching and effective expansion of the model, and it is easy to generalize, on the one hand, on behalf of white-collar and above-class local services can be more effectively integrated into the group, in order to exclusive cooperation to their own website to add a different color, to "benefit" as bait, Attracted by the past price is too bad and to buy further away from the white-collar and above the class back; On the other hand, can rely on their own original user groups, more effectively so that white-collar and the following groups of users can accept the price of their own to feel more high-end local life services, thereby expanding the audience of such services, Expand the brand effect.

Find markets through precision marketing, litters Group has found a prescription to change their fate, and this is the purchase station farewell to the past extensive mode of operation, to fine marketing medicine, especially in the white-collar to find a broad blue sea, so that their lives more moist, has revealed its seductive energy.