Domestic group purchase site over thousands of innovative ability will determine the final winners

Recently, Ms. Huang bought a special ice cream cake on a group buying website. Originally want to 300-yuan cake as long as through the purchase site can be hit 50 percent, after paying the money Miss Huang in a coincidence opportunity, browse the Cake shop's official website, but found a very frustrating thing. Originally, as long as the site on the list can get different degrees of discount, then the discount is calculated and her purchase on the site on the price is not similar.

In fact, if compared with others, Miss Huang's experience has been lucky. When some users do buy the site through the very low discount, but also some users are mixed in the market, mixed and the bill.

Problem

Recently, 1288 group buy net because the low price attracts the user to pay but always did not send the goods, finally was investigated by the police, but a considerable part of the user already suffered the financial loss.

And this is only the tip of the iceberg, a group purchase website insiders further to the "First financial daily" revealed the group purchase site is currently facing problems.

A group of people who do not want to be named, the industry told reporters, the most common kind of purchase trap is the promise of delivery time to the inability to ship, that is, the seam is not successful (consumer group to reach a certain number after the purchase site and merchants did not talk about), or false participation in the number of buyers, to the final formation of the time to reach the standard group.

In addition, there are a number of issues, including consumers buy after the consumer to be discriminated against by the merchant, there is no third-party payment channels for group buying sites, there are generally greater risks.

From the original hit electronic coupon companies to today's proliferation of group buying sites, discount-type web site business model has changed. With the United States network, handle nets, together, Group F, and so on, incomplete statistics show that from March to May in the two-month period of the emergence of three hundred or four hundred.

Dcci, director of the Internet Data Center Yanping said, in fact, the current group buying site in the mainland has more than 1000, "has been the Millennium War, but most of them are low-level repeat construction, most of the site may not be able to get investment." The future development direction of group buying website will be more and more localized, and gradually penetrate to e-commerce (Electric business channel) website and community Classification website. ”

Follow

If you log in to these sites is not difficult to find, the different sites have a very high similarity, even the promotion of the content is similar.

All of these sites have a common imitation, and that is the American Groupon. Groupon was founded in November 2008, but the site was profitable for only 7 months, and as of May, registered subscribers reached 5 million and valued 1.35 billion dollars.

Groupon's success quickly sparked other Web sites, including American buywithme.com, European citydeal.de, British Snippa, Wowcher.co.uk, Germany's citydeal.de, and more in full swing is the Chinese market imitators. Once founded school, the domestic, the rice is not the entrepreneur Wang also by virtue of the United States Group network joined the ranks.

Like Groupon, these Chinese group-buying sites offer only one product a day, pushed to consumers via their email address. For businesses, this directional push is undoubtedly good for product branding and user flow, and for consumers to get the products they want to buy at a lower price, the group purchase site is divided into revenue by the merchant.

Wang said that the group purchase mode can be summed up as C2B mode, with C (consumer) to easily pry into B (merchant), because the fixed cost of these B is high, such as restaurant, yoga, tooth washing and so on, and the marginal cost is low, it is advantageous for both B and C to attract users to fill these blanks through discounts.

However, for the Chinese web site jumping to the league to buy the market, the group buying site in the page design, business model can be almost completely copied, and with other Internet models, the model from the beginning can be withdrawn funds, without a long "burning money".

Because there is no technical threshold or business model threshold, many domestic entrepreneurs for group buying site began a crazy imitation. Many do not have enough economic strength of the site began to play "group buying" under the guise of cheating consumers, such as the original only a few people ordered goods, in some group buying site has been indicated that the number of group buying has reached thousands of people, and even some users in the group after the purchase, only to find that the

Difficulty

24 the founder of the Du Yinan that the group purchase site is really difficult to do is not online transactions, but do a good service and user experience, "and is not simply hanging things out to sell, sold out on the end, there are web site operations, and business cooperation, cross-regional operations." ”

Liu Guoyang, partner of Gobi Venture capital, also believes that although Groupon similar mode of group buying site is currently in China there are many, but in fact this is a threshold for entry is not high, but the competition threshold is not low, the company needs a good team and business development and interaction, and consumer behavior has a good grasp.

As the industry has only just started, the most can only be a baby, capital intervention and industry integration will promote group buying site into a different stage.

Du Yinan that large capital inflows will drive mergers, acquisitions, consolidations and shuffling of industries, and support the rapid growth of the industry, ultimately supporting the successful listing of at least 1~2 companies.

Liu Guoyang also points out that although Chinese group buying sites are replicated in Groupon mode, based on the different needs of the Chinese market, some group buying sites will innovate on this basis, and industry integration and innovation will produce the ultimate winners.