Celebrity endorsement can't save group buying decline

What is blind? What do you mean by the swarm? I think the recent E-commerce and group buying website Star endorsement has this trend. However, in stark contrast, many of the domestic group buying has been a decline, these sites spend a lot of money to the star endorsement will be wasted?

First look at the star endorsement of E-commerce and group buying site. Earlier some of Han, Dan endorsement van, in recent months star endorsement has suddenly increased up, Chen Yao endorsement net and http://www.aliyun.com/zixun/aggregation/13327.html "> Zhaopin, Han Geng endorsement of the United States excellent products, there are Yang endorsement 58 with the city and Walk Show network, and even GE endorsement handle network. In addition, every guest returns, also selected Xiaoming endorsement.

It is necessary for us to classify the above websites for the celebrity endorsement. Where customers, walking show nets, etc. belong to the Web site, Zhaopin belong to the recruitment site, net and 58 of the same city, such as classified information sites, handle nets, poly-Mei excellent products, such as belong to group buying site.

For the endless changes in E-commerce market, almost every site is often faced with a variety of risks, especially group purchase site, although the occurrence of time is not long, but there have been alarm constantly ringing.

The latest news shows that some important domestic group buying market for the first time negative growth. According to group buying navigation website Group 800 The latest release of the "April 2011 China Group Purchase Statistics Report", April National new group buy less than 300 sites (March new number of 732). BEIJING, Guangzhou as the first and third largest group purchase city in March, sales of the first negative growth in April, the second group buying city Shanghai also showed a slowdown in growth. In addition, happy Net Group Purchase channel, the United States and other well-known groups of group buying sites have closed some small and medium-sized City branch stations.

At the same time, the group buying market complaint has not diminished. The report says the complaints about group buying have increased. April New group buying complaints 832, more than March increase by 16%. Among them, group buying complaints surge mainly by the industry to phishing sites and lottery fraud two big problems caused. Among them, just entered the mainland soon high friends also appeared the lottery fraud.

In fact, even Groupon, the originator of international group buying, has recently experienced a lot of trouble. The British advertising watchdog recently blocked a number of promotional ads on Groupon, the reason for allegedly exaggerating the hype and misleading consumers. The agency has received numerous complaints from consumers and businesses.

In this way, there is no reason to be optimistic about the domestic group buying site, and there is no reason to spend a lot of money, including the use of billions of dollars in the star endorsement. Reportedly, Yang Power endorsement fee of about 3 million yuan, GE endorsement fee of about 5 million yuan, Chen Yao endorsement fee of about 8 million yuan. Although these figures are not yet confirmed, it is almost certain that the costs are not low.

However, this high star endorsement of the group buying market is not worth it? And regardless of the previously mentioned group buying market is facing the risk of shuffling, at least two points is not appropriate.

First, the group buying site is not based on star endorsement to build brand awareness. Group buying site is different from other types of enterprises, it is mainly rely on long-term affordable prices and quality services to win customers, rely on the star to win customers a few examples.

Secondly, most of the selected endorsement stars of the above group can not reflect the style of the site. If said Han Han, Dan endorsement of the personality of every guest, then GE, Han and the individual endorsement of the handle nets, poly-Mei excellent products can not see what is consistent with the place. Perhaps the two sites should first consider their own positioning and style.

In short, the author believes that GE and Han Geng and other endorsements of the site can not play a vital role in these sites, but it is likely to be the money of the investors wasted. These sites should be in the service and business innovation and so on, star endorsement can not save the decline in group buying. In addition, net and 58 of the same city and other classified information sites have the same problem.