Can the O2O model change the future of group buying?

Source: Internet
Author: User
Keywords O2O group purchase traditional electronic business
Tags business business is business model buy site change consumption electric business electricity business

Absrtact: Double 11 double 12 consecutive two promotion war, set off the electricity business this year last madness. Not only traditional electric dealers, some well-known group buying site also joined the battle, and even shouted a challenge Taobao slogan. Earlier, the surge of electricity dealers winter said also was eyeful

"Double 11" "Double 12" two consecutive sales promotion war, set off the electricity business this year the last madness. Not only traditional electric dealers, some well-known group buying site also joined the battle, and even shouted a challenge Taobao slogan. Before the surge of the electricity business Winter said also be eyeful of the bustling to cover up, then buy, the future of the electricity business how?

Although the electric business is created out of thin air festival, but "Double 11" "Double 12" brings is true gold and silver. According to Taobao published sales data show: The whole "crazy Rob" activities, Taobao turnover reached 4.38 billion yuan. And the domestic well-known group buy site F Group, then by virtue of O2O consumption mode, in Cola's single product sales claim beyond Taobao, become a group buying site another historic event.

Formal winter or spring warm?

In the second half of 2010, many electric dealers encountered financing difficulties, the voice of public opinion, believe that the electricity, the site of the winter has arrived. Even many practitioners share this view. However, some members of the industry have reservations about this.

Taobao vice president, Wireless Division general Manager Chuchang 18th to reporters that, in his view, the current electricity business is not winter, but the spring is cold. He said that the evaluation of whether the electricity business is winter, do not see the public opinion how to say, to see how customers do.

This view coincides with the view of Group F, in the Group F, the current competition is indeed too intense, and caused the irrational competition, but this does not have a delegation of the mode of purchase problems. The best explanation is that so many businesses are now voluntarily enrolled in group buying, which means that group buying is good for businesses. There is no doubt that the decision of the merchant is not satisfied.

In fact, for the general failure of the electrical quotient, a lot of things are caused by the imbalance of the electric quotient. With Groupon in the Nasdaq stock price collapsed, high peer network involved in the false watch storm, handle the network to the United States IPO brake, thousands of group buy site outage, plus Dangdang and other well-known sites repeatedly exposed unilaterally canceled orders, making electric, group buying site repeatedly into the vortex of public opinion.

Single group buying site, regardless of whether the winter is set up, but the fittest, the industry shuffle is inevitable. In this respect, the F Group VP Winging in an interview, said: "I welcome the shuffle time early arrival, in fact, group buying site in China does not need so much." Buying too many sites will bring mixed problems, especially business performance and service issues. And earlier shuffle can achieve better resource integration, can better solve these problems. In fact, shuffling for big group buying site survival is advantageous. ”

Can the O2O model change the future of group buying?

O2O concept of a long-standing, in the purchase before the appearance of O2O (ie online ordering, offline consumption) is just a business for the entity to build online marketing platform, so that the line of business and the Internet to combine the commercial model in China's operating range is also relatively narrow, the basic focus on air tickets, hotels, And the emergence of group buying for this business model opened a new world.

The group F is using this concept, played a "challenge Taobao" slogan.

According to Group F revealed that, starting from December 12, the Group F launched the "National Mad Mad Group" activities, will be about every three days in 7 cities in the country to launch the "five Cents" promotional activities, Cola is just one of the goods. F Regiment's goal is in the single product sales impact million, challenge Taobao, become the electric business promotion in the sales of the first enterprise.

To challenge Taobao's move, there are insiders believe that the F group has a manufacturing gimmick to win the user's role. In this respect, the F Deputy President Winging said: "F Regiment is a still in the entrepreneurial phase of the enterprise, we are willing to challenge Taobao such a successful enterprise." Group buying and Taobao belong to different forms of e-commerce, Taobao in kind of the form of online shopping and F group to O2O local life services mainly form the business model of E-commerce. ”

For the O2O mode, F Group CEO Rynning to interview the time also expressed their views: "Group buying is a model of the explosion, can be in a single point for the business to bring a staggering sales." This Coca-Cola promotion, I hope you can see O2O this model and Taobao than, is completely another feeling. So we want to buy this aggregation pattern and Taobao model, make a comparison. I believe that when more than 100,000 of our users go to the offline supermarket to raise Cola, it will be a historic moment and the merchant will see the great value of the group buying. ”

According to Alibaba Statistics report, 2010 China's network retail transactions amounted to 513.1 billion yuan, accounting for 2010 total social merchandise retail sales of about 3%, can see more than 90% of the living consumption or rely on the traditional channels under the line to complete, which can be seen in China's O2O model of the prospect is considerable.

Analysis said, today's electric business industry has been rapidly differentiated into two directions: one is like Taobao, the traditional electric business, its core competitiveness embodies the online operating capacity, accounting for the actual layout of about 70%, the network platform dependence. And the other is like the Group F, such as the life of the service industry, its large-scale, complex offline operating capacity is more prominent, and not rigidly adhere to the network platform, its line under the balanced power distribution more reasonable.

Regardless of which direction, the beneficiaries of full competition is certainly consumers, for group buying site challenges Taobao practices, we can hold a positive attitude to observe the change, the ultimate success of the model is certainly the consumer identification model.

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