Easy view: The end of the era of group buying, group buying will be a comprehensive transformation

The February 29, easy to view the publication of group buying Industry report said: 2012 will be half of the online shopping site will face closure, group purchase to burn the money era end, group buying will be a comprehensive transformation.

Since February, many group buying sites have sought to transform the breakthrough, at present, in addition to handle the network to start transformation for the mall, glutinous Rice Network to launch a new network purchase channel 24 coupons "Boutique Mall" litters Group on the line of the new domain name "litters Mall" and many appear similar to the shape of the cat

When other group buying sites are still struggling to explore how to transform the siege, the Chinese group buying market leader in the recently convened 2012 business statement, announced that will continue to adhere to the marketing platform and officially start business marketing value promotion program. This year, the business registration process will be more transparent, the site plan through continuous improvement platform to enhance the marketing value.

As for the above practice, Professor Youwei of Fudan University School of Management believes that the transformation of the mall can not solve the essence of the problem, group purchase mode must be returned to rational development. Group buying site will be better to solve such as the seller's quality of service control, the buyer's integrity and other platform issues.

It is understood that these two years, the group buying industry for a long time in the state of disorderly competition, some practitioners of the mentality and excessive overdraft supplier resources of the virtuous cycle leads to declining profitability and access to the cost of flow not only climbed, let group buying industry into "low threshold entry, high-risk operation" besieged.

In the Analysys report, analyst Shou sent the view that in the long run, for the group buying industry healthy development, as a marketing platform, buy net in the consumer interests can be fully protected under the premise of the need to let the group buy products and operators to make money first, so as to fully mobilize the enthusiasm of the industry chain, driving the parties to increase investment. So the group buying industry can develop healthily.