Creating a way out of new online shopping

Once active in many subway stations and building TV group purchase website advertising seems to be quietly removed overnight, people seem to hear or can not see "buy on the handle, it is decided!" Yell and posture, and this is indicative of domestic group buying industry began to encounter unprecedented development pains, into a rapid shuffle period.

When the wheel of time into the 2012, in the capital of the cold, impetuous gradually disappear in front of the situation, group purchase website How to deal with the fatigue of the real market, but also how to keep the business to buy the continuous heat, how to find a balance between the kind and service? June 15 announced the online Valley Wheat network through the "group Buy + shop + reviews" model, out of the road of Cross-border development.

"Group purchase mode of vitality is not strong!" "Valley Wheat Network CEO Zhang that, although the group buying mode since its birth has become a compelling star, but peel off the gorgeous coat analysis of the nature of its model, it is not difficult to find a" large promotional marketing activities + Experience-type service "combination. Zhang, this "young" Mongolian boy, is leading the team riveting full of momentum to open up a new area of blue ocean.

"As a marketing model, buy for the business directly to bring sales, for consumers to achieve low-cost transactions, and buy the enterprise itself can obtain profits, but in the real market of vicious price competition, blindly seeking fast, to promote light services and other abuses have hurt consumers and hurt the cooperative business, These problems are showing a butterfly effect in the gradual decline in sales of group buying sites. Therefore, how to reverse such a decline as soon as possible, is placed in a number of group buying enterprises in front of a difficult problem. "Zhang said.

Earlier, Innovation Factory CEO Lee Kai-Fu has become the first to predict the death of group buying site professionals, the "99% of the site will die," the comments have shocked the industry. Recently, Kai-Fu Lee spoke again, "group buying site died not so fast, investors than imagined more stupid." "Although Kai-Fu Lee's comments are quite a joke, but the end of the group buying market will only survive a few of the outcome has become the consensus of the market." Kai-Fu Lee pointed out that if the group-buying site can not solve the problem of burning money and can not really profit, even if the IPO is difficult to improve the survival situation, because the money will eventually burn out. But he also believes that if a company can find a new direction, then there is hope to become "hundred" and to the "Thousand Regiment" survived the 1%.

At present, the group buying market has been finely differentiated and in the region, industry, product form or into the existing site. Industry insiders pointed out that the future development of group buying site may appear three trends: the first road is to transform into a comprehensive business mall, through the mall will buy the one-time into the normal behavior of consumers, and thus improve consumer viscosity. The second road is to take the vertical road, to become a field of vertical shopping malls or buy platform, that is, accurate positioning target consumer groups, rather than covet all goods and levels of consumers sweep. The third way is to take a localized marketing path and to serve local businesses in all directions.

Life Class Internet development stage

China Internet more than 10 years of development has gone through three application mode stage, the first stage is 2000 years or so the establishment of several major portal sites, making information provision became the mainstream of the internet at that time; the second stage was from 2003 to 2005, when entertainment and gaming internet companies were listed, Opened the entertainment age of the Internet; the third stage began in 2007, E-commerce more and more fierce, hot Taobao, when, Jingdong Mall and other sites formed the internet stage of merchandise.

Into the 2010, as a result of a sufficient number of user base to support the development of the industry, coupled with the Internet applications of netizens have been information, entertainment and commodities, such as the gradual deepening of life and living closely related to the field, showing obvious regional and subdivision of the vertical characteristics of life services, the Internet has become the

The Internet business model and the Internet itself, regardless of national boundaries, the United States across the ocean, many of the life of Internet stations are also in rapid development. In the United States, the lifestyle Internet model is defined as "network matchmaking (Web influenced Transaction)", which is about 5 to 6 times times the size of online retail transactions, excluding transactions in sectors such as real estate, tourism and pharmaceuticals. Kelsey, the US authority, predicts that local life search services are growing at a rate of twice times faster than GM's, with an annual growth rate of $11.1 billion and 22.3% per cent in 2011.

"The information supply chain is the highest level of supply chain," said Shao Yipo, the founding managing partner of Jingwei China. "To create a valuable information supply chain, not only to ensure the authenticity of information, data mining and application is equally important." For the life of the Internet, the Community information platform users can easily form a life of interaction and association, and the category of Life service also has a relevance, information supply and demand both sides of the behavioral characteristics of a very valuable database, coupled with huge traffic and population base, These are valuable resources for the integrator of information supply chain.

"Group buy + shop + Comment" mode

It is understood that the physical supply chain is usually a top-down model, that is, the value of "research and development-production-manufacturing-consumption" is moving forward, while the information supply chain created by the Life service Internet company is a "bottom-up" reverse supply chain, and value creation is the "C2B" model, that is, the comments, evaluations and needs initiated by consumers, To the upstream business formation of influence, this is also the value of life service sites, that is, by virtue of consumer viscosity, size and upstream or advertising pricing, and to the downstream formation of information chain interaction.

Valley Wheat Network is the main one to get through the information supply chain of life-class transaction matchmaking platform website. "The name of the cereal net comes from rice and wheat, which represents daily life." Zhang said Valley Wheat Network is currently the main business includes food, leisure and entertainment, beauty, tourism hotels and life services and other fields, merchants settled site free, the site for businesses to provide promotions, buy and other activities, consumers can purchase the service on the website and after the consumption can be a comment. Zhang further introduced that the Valley wheat net profit model is divided into two parts, one and the division between the merchants, divided into the proportion depending on the different industries, and the other part is a variety of help businesses on the site to better interact with consumers of value-added services.

Industry insiders pointed out that the highest level of living class Internet is the user in the enjoyment of services, do not feel the traces of the Internet. The Internet is just a tool, its purpose is to make services more convenient and to make resources more efficient integration, so that consumers enjoy a better quality of service. Life services of the Internet market is still in the cultivation stage, and "Buy + shop + Reviews" combination of the model is expected to become the next Chinese internet outbreak point.