Buy three Jie by bat annexation of the status quo

　With the O2O mode of increasingly popular, Baidu Ali Tencent's "enclosure movement" has almost reached the level of white-hot. Only from the group buying site, as the first three of the United States, the public comments and glutinous rice, has been bat injection or acquisition. However, enclosure is only the first step, how the future use of resources to actively develop market share, to find sustainable profit growth is the most important. The author of this article sand on the development trend of the three of glutinous rice from the United States and the public, and the relationship between the three owners and the bat. 】

According to the Regiment 800 "2014 1-February China Group Purchase Market Statistics Report", the United States, the public comments and Baidu Glutinous Rice occupy the top three of the national group Purchase market, the first two months total turnover of 6.903 billion, accounting for the market share of 82.47%. Group buying market officially into the United States, the public comments and Baidu Glutinous Rice, the three-Jie hegemony stage.

When the time comes into the 2014, group buying market happened two events: the first is Baidu wholly-owned glutinous Rice Network, and renamed "Baidu Glutinous Rice", officially into the group buying industry; The second is Tencent completes the public comment on the strategic investment, shareholding 20%, from this comment on the official letter and mobile QQ. Plus the former Ali investment in the United States Regiment, wholly-owned acquisition of the map, bat three big beach O2O World War fully launched.

Can Baidu glutinous rice catch up?

In the Baidu investment before, glutinous rice in Renren has been developing tepid, has long been the United States and comments by the group suppressed, team morale depressed. On the one hand is glutinous Rice's manpower shortage, only for the United States Regiment 1/4; On the other hand, if everyone increase the investment in glutinous rice will affect the report of its listed companies, so everyone management in whether to increase the investment on glutinous rice wavering.

After Baidu acquired glutinous rice, glutinous rice got better flow and financial support. Flow, Baidu glutinous rice 3.7-3.9 Day activities over the comments, daily life doubled 200,000-400,000, the client user volume reached 1 million. Capital, the head of Baidu lbs division, fencing O2O layout of Vice President Liu in an internal share said, "in order to build trust after the integration of the company, I had asked for a contract signed, billions of dollars the next day to the account, and finally did it (signed in Friday, Monday working day on the account), which is the basis of integration , so that the whole glutinous rice team to see the attitude and hope. ”

In addition, after the acquisition of Baidu, Glutinous Rice's advance capital pool is 3.5 times times higher than before; the scale of sales is planned to expand from 2000 to 10,000; group buying business coverage will also increase from more than 130 cities to more than 400 cities. From these data can also be seen Baidu vigorously implement LBS strategy, layout O2O determination, glutinous rice is to assume the role of the team leader. In order to achieve these goals, Liu also stressed: "Baidu will use Baidu's sales system to do this thing, Baidu has China's largest Internet industry sales team, soon our direct sales system and almost all agents will join in to help our sales." ”

After the purchase of glutinous Rice through Baidu a series of activities and movements to see, glutinous rice in the brand, flow, capital or team size and morale will be a comprehensive upgrade. In particular, the strength of the team, will greatly enhance the city of Baidu glutinous rice cover and cover the ability of merchants, this is not only the old glutinous rice before the short plate, but also O2O service competition is the key. For bat, the Big three, but also under the line of the world. For Baidu glutinous rice, catch up with the comments are expected, but to compete with the United States will have a tough battle to play.

U.S. group to lead the group buying market but Ali support is not enough

The US group is one of the first sites to enter the group buying market, but the real lead is also the last 1.5 things. Before the 24 coupons and handles have achieved a leading, but now have withdrawn from the lake. The leadership of the US regiment is inevitable, which is closely related to the entrepreneurial experience and strategic positioning of the founder Wang. Looking back on the development of the American Regiment, two key strategic decisions are worth affirming.

One is the United States to promote the promotion of not to burn money by Word-of-mouth. When the Thousand-Regiment war played in full swing, the United States group did not take other groups such as handle, the public comments, litters group, such as large-scale advertising to burn money to promote the way, but by virtue of improving product experience and customer service to improve customer satisfaction and retention, is poised to accumulate users. This not only ensures the normal operation of the United States Regiment capital chain, but also through product and technology driven to cultivate good internal strength. The most typical example is the 2011 anniversary of the United States Regiment, the launch of the "expired" plan, will originally be available as a net profit of the expired unused funds returned to the user, not only won a wide range of user reputation and praise, but also make the group buying industry officially into the shuffle stage.

The second is the success of the American regiment's rural siege strategy. Since last December, the national group buying market has entered the "4 billion Yuan" era, while the "billion Club" city from the end of 12 from 11 to 8 this year February. Data show: This 1-February, the one or two-line city market share fell to 39.99%, below the 40% pass. At the same time, the top three or four-line city is on the march steadily, the market share reached 58.25%. When the United States Regiment did not participate, and selected from the two or three-line city began to shop, now after two or three years of intensive cultivation, the United States Regiment in the three or four-line city has established an absolute advantage.

Sand on business trip to Beijing at the end of March and the United States Group A friend chat when he said, before the comments into the three or four-line city, found that most of the three or four-line city of the majority of businesses already and the United States to establish a cooperative relationship, even if the sales and some of the business to sign a contract, as long as the United States Group of these Merchants can obviously feel the decline of passenger flow and turnover, so had to suspend the cooperation with the comments. From this can be seen in the three or four-line city of the user size and market strength, which is difficult to reach. This point, perhaps glutinous rice in the company to obtain Baidu's agents and direct sales team resources to support or have the opportunity to spell with the United States group.

One more thing to say, although Ali invested in the United States Regiment, but Ali to the United States, the investment is only the capital level layout, and even personally into the core business areas of the United States, did Amoy Point and Taobao life, making the rumors before the United States and Ali contradictions are fully exposed. For example, Ali's regiment comes from the handle and the litters regiment and so on, not from the United States network, a great deal of the opposite trend.

Although in the group buying industry, the United States Regiment temporarily become absolute Overlord, and first profit; But since the second half of last year, the United States Regiment chose not to run more, but 0 gross margin and underwriting on the comments and glutinous rice, increase the pressure of competitors, the results of Tencent and Baidu intervention let the United States Regiment's wishful thinking completely overturned, Now it's time to lose the advantage of having to fall further. Next, the United States will also be in the hotel, take-away and book purchase and other vertical areas of the competition to start fierce fighting, only a full bloom to achieve 100 billion dreams.

In fact, as the boss of the group-buying website, the resources of the United States Regiment have been coveted by bat. In Baidu received glutinous rice, Tencent injection of public comments and provide micro-letter entrance, about Ali will buy the news of the United States Group. But for the United States, although accepted Ali's investment but not be seen, because it is not "pro-son." And the United States are not willing to be dependent on their own, it has its own clearer development of the context is to seek independent development of the listing. 】

Public comment on awkward transformation seeking wolf sex

In January this year, the public comments on the annual meeting, the theme of the annual meeting is "focus on goals, Passion wolf sex." Zhang the public comment also want to play wolf sex, four columns comprehensive layout business: rely on gladiator--large group purchase, to maintain the one or two-line city leading edge, exerting force three or four coil purchase market more than the United States regiment; steady "Big cow"--local promotion and marriage, guarantee the main cash flow of these two reviews for hotel reviews and takeaway business transfusion; bet on gourd Doll --Restaurant online booking, with OpenTable as the goal, in 2014 to complete the daily average of 50,000 goals, and the number of merchants to exceed OpenTable; optimistic about potential shares-hotel reviews and take-away.

By February 19, the public comments network CEO Zhang announced that Tencent has completed the public Comment network strategic investment, the shareholding ratio of 20%, Tencent, in addition to the general public comments on the funding support, but also open micro-letter, mobile phone QQ in the mobile end of the interface to the public comments. This signal was once considered the clarion call for a strong counterattack, followed by some of the data also showed the comments and Tencent cooperation after the power.

However, the group purchase and O2O after all is a marathon contest, a momentary data explosion does not mean anything. Tencent on the comments on the injection, employees received the same day, they said to the top of the news at all do not know, and after the injection of everyone must accept mandatory division of labor, this disrespect for the staff's behavior makes many people complain. Before an article "Zhang, you negative my heart" article in the Circle of Friends brush screen, also exposed the comments on the existing problems inside.

For the public comment on the specific problems, since the media people's small modesty of the "public comment on the crisis: information platform to deal with the platform transition" has been described more clearly, and no longer repeat. On the other hand, in the group buying field, the public comments on the group purchase only 40 cities, Shanghai accounted for a very heavy, facing the plight of laurels. And it can be foreseen that the public comments on the three or four-line city of the target will not be so easy, even if there are micro-letter and mobile phone QQ guide online users, but the line of the merchant resources have been the United States regiment firmly occupied, comments on the account to take the food is facing great difficulty.

In the contest with the United States to comment on the fact has been defeated. Although the injection of Tencent capital, but in the overall strength of the team has lagged behind the opponents. O2O first since the media Huang has published: "This is not to say that the public comments on the people themselves are very poor, but the public commented that a single person generally did not play a due capacity of 100%, team group is often the 1+1" 2 effect. The public comments on the culture of the agreeable, in fact, the result is inefficiency. "Before there are armed with the United States, after a revitalized, high morale of the Baidu Glutinous rice, 2014 for the review is still arduous, and perhaps the later is the possibility of glutinous rice reverse attack." Believe that this is also the root cause of Zhang call Wolf nature.

Written in the last

The entire O2O industry is a marathon race run, which is determined by its industry level. O2O is twice times the size of the retail (business) industry, the 15% penetration rate, while the service sector is 1% of the penetration rate, and trillions of of the huge market that must be long-distance running. The rules of the game: Know how long to run, can not advance sprint, can not overdraft physical strength. Now the U.S. regiment to the monthly turnover of 2 billion lead, reviews 1 billion second, glutinous rice 400 million list third, group buying industry oligarch era coming. Bat overall layout o2o, in addition to the United States Group, reviews and glutinous rice have been the full support of the Giants, and glutinous rice is the full investment of Baidu, plus Baidu lbs strategy flow and financial support, this comment on the United States and the group will pose a great threat.

In addition, for the entire O2O industry, merchants, users and services are the three core elements, connecting online and offline is the consumer experience. On the user side, the United States Regiment flow first, comments and glutinous Rice held the giant's thigh, the three may become Thing; business, the United States is also the first, comments for a time can not be exceeded, but the glutinous rice with Baidu's capital investment as well as agents and direct sales team resources are expected to get rapid expansion; service, the United States Group is also leading, Glutinous rice is relatively backward. However, after the recent injection of glutinous rice in the industry "casually retreat" service, the United States group followed up, however, including the public and other group buying site is nothing, the service competition again become the focus of competitions. Behind this, the support of the Fund is the key to the service war, which is weak, time may be the best referee.

O2O is a big area. With the Giants invested heavily in the unprecedented strength of the influx, launched a fierce competition, O2O for a time to become the entire industry battleground. Group buying as a O2O already mature mode, but also become the giant layout o2o between the wrestling field. In the present pattern, the curtain is just pulling up. In terms of sand judgment, the leading U.S. team to withstand the most pressure, the public comment on the position is very awkward, glutinous rice as a follower relative has stamina. The next group buying competition will be the strength and determination of the battle, oligarchy has become inevitable, the overlord is very likely in the United States and the emergence of glutinous rice.

"The pressure on the US group is greatest, and it is widely accepted by the industry because it is seeking its own listing," he said. For Glutinous rice, backed by Baidu and is the Niang want to focus on the development of the business, so the future growth stamina is also reasonable. But for the public comments, although there is no sweet glutinous rice, but there is no pressure on the United States, can focus on the continued development of their business, more important is the flow of Tencent for its back, not bad money and traffic entrance, the future development should not be poor. 】