Buy the way: Group purchase on the Webmaster operating site 19 inspiration

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"Webmaster" magazine Special Report column introduction: Each period for a topic for in-depth analysis, 27 for the "Buy the Way". "Buy the Way" is divided into three parts: 1, who is doing group buying? For the webmaster and it people listed part of the domestic and foreign do buy; 2, how do buy? Through interviews with the F Group, 58 groups and other websites, from "How to select Goods", "how to sell goods" two latitude to resolve the essence of the operation of group buying network, 3, buy to give us Enlightenment? "Webmaster" The magazine is not to encourage webmasters to imitate, copy a group buy net, but hope to dig the essence of buy, will buy the successful experience to learn from, replace to our existing site type. Webmaster Magazine shares 19 revelations about webmaster operations.

The following is the way to buy the third part: Group purchase on the Webmaster operating site 19 inspiration:

Understand who is doing group buying, how to do group buying, stationmaster to group buying mode has a foundation understanding. We do the "buy the Way" This topic, the original intention is not to let everyone to do a group buying site, nor to encourage everyone into meaningless chaotic competition, we hope to dig the essence of "group purchase": For example, why is the purchase of a single item, such as Why buy to attract businesses, and why the product sold to thousands of users ?

We hope that the webmaster can learn from the experience of group buying, to better help their own web site profitability, we hope that the webmaster can better master the essence of Internet applications and innovation, to help themselves to operate the site. Here are some of the lessons we've come up with about buying a net.

First, group buying on our operating site inspired:

Medium and small Web sites render regional features

Throughout these group buying network, basically have obvious regional characteristics, glutinous rice NET, cool group net and so on only facing the Beijing area, even serves only in one area of Beijing, for example Chaoyang District and CBD area. Like the United States Regiment Nets, F Group, etc. also began the regional operation, in different cities to open different stations, rather than take across, rely on a website takes all netizens. Therefore, not only the group purchase site, all the development of small and medium-sized sites will increasingly have obvious regional characteristics, webmaster want to operate a website, first of all should be delineated a region or region, and local netizens and customs and so on very understanding.

Website operation is more important than technology

Now is not the early years for companies to make a website to make money in the era. Take group buying to see, a single function, simple backstage operation, free open source program makes online group buying is one or two days of things, and technical maintenance costs very low technical threshold is very low. There is a saying, can use money to solve the problem is not a problem, less than hundreds of yuan, many million can buy a set of ready-made site template; But you spend more money also learn not how to operate the site, only through their own groping, the old webmaster share and slowly improve the ability of the website operation.

Website is just a tool to make money is business

"Electronics account for 5%~10%, business is the core." "Rynning so described" e-commerce "as well as their own group buying site F Group. He believes that the ability to negotiate with businesses is the core competitiveness of group buying site, F Group faces the business challenges including, how to ensure the quality of service, in the procurement of non-standard under the premise of replication management. At present, he has set up a separate team of 4 people to the platform for the sale of business services to experience and supervision and so on. For the webmaster Also, the money is not the site itself, but the site gathered members and content, as well as webmaster How to use the website platform and business cooperation with merchants.

How to discover the BD ability of stationmaster

The above mentioned "business is the core", that is to say, group buying mode to BD cooperation and negotiation capacity, the most lack of group purchase is the ability to communicate with merchants BD staff. In fact, have the ability of a lot of stationmaster, for example, stationmaster are proficient in exchange friend chain, interchange flow, promote own website; The question is, how can stationmaster extend this ability of BD business negotiation outside the Internet circle? For example, negotiate with more merchant customers, talk with them about advertising and all kinds of business cooperation.

Make the site simple and extreme

"Site traffic will hit a peak every 12 o'clock in the evening," said Rynning, founder of Group F, "and we all look forward to seeing what's new in the day." "And the daily set of group buying effective minimum number of people to promote spontaneous transmission." Although the model is very simple, but it is almost every detail of the clever grasp of user psychology. After all, business does not have the same rules, it is better to do a simple thing to the extreme than to do a lot of things tepid.

Indeed, from Groupon to the United States, then to the Group F, glutinous rice nets, and so on, these groups will design the Web page to almost minimalist: a product, a eye-catching purchase button. This eliminates the time it takes for users to select carefully, because the more steps a user needs to buy before buying, the less likely they are to reach a purchase. The whole shopping process can be completed in a very short time, which will help improve the conversion rate.

For the webmaster, too, how to make their own site more simple, better than the site made all-inclusive, to simply do the ultimate, can attract and retain users.

Financing yourself with Internet hotspots

Group buying as a new upsurge, has won a number of VC attention and investment, the following is part of the case:

May 26, the group purchase site 24 coupons announced in September 2009 after the first round of investment in Silicon Valley investors, and then won the angel investment of millions of yuan;

May 2010, a number of students from Zhongshan University, founded 5151 Group buying network to obtain more than 20 million yuan in venture capital; June 9, group buying website Cool Group announced the first round of Wanga investment 8 million yuan invested, before the cool group network has been invested in Zhejiang investment 10 million yuan;

June 17, the domestic group buy Web site handle net again received 5 million U.S. dollars financing, and this line less than 3 months before the handle network has been the Taishan Angel Fund, the founder of the European Group purchase site Dailydeal and the Jinsha River investment 5 million dollars a round of financing;

June 18, just on the line of the new group buying new YA Regiment after nearly one months of trial operation, won the Shanxi consortium 110 million yuan of high investment, to become the industry to win a single investment in the largest group purchase site;

June 23, the domestic group buying website F Group CEO Rynning revealed that the site has been obtained from Mitsui Investment and other enterprises of the C-round financing, financing details have not been disclosed, but Rynning said that "is the largest group buy Web site to date financing."

Whether it is a well-established group buying network, or a new group buy network, whether the company to operate group buying business, or college students to start a business, they have won the venture. For the owners who have been lack of development funds, the ingenious use of Internet hotspots, but also have the opportunity to obtain a variety of social resources to pay attention to.

Second, group purchase for our service members of the inspiration:

What users care about is not money, but their preferences

The current domestic group buying site is completely copied the United States model, but the U.S. model is entirely based on their consumption concept and consumption habits, group buying site to China, 58 groups, the United States network, the Group F have been improved, they improve the standard is: "Users do not necessarily pursue the cheapest, but the pursuit of things I like."

Americans like Coca-Cola, which is a consumer culture and values, not cola prices and nutritional value; Chinese people buy things, like to try new, also like to follow the crowd, like a group of people to buy things, these are the salient features of users. For webmaster, how to grasp the preferences of target users, to provide their favorite products, rather than the cheapest products, this is through the "membership model" to make money.

How to motivate users to purchase demand?

First of all, to buy the network as an example, analysis of why users are willing to participate in group buying? For the following reasons:

1, matching demand. I wanted to buy it before, but it was too expensive--group purchase offered discounts.

2. Impulsive consumption. I do not buy does not matter, but others buy I also want to buy-group purchase and the best to reach the number of buyers.

3, forward-looking consumption. I don't want to use it right now, but I'll use it later.

4. Safeguarding consumption. I want to buy, but the quality of the problem is not in doubt, we buy a secure-group Buy network guarantee quality problems.

5, other types of consumption ...

Site owners can refer to the purchase demand network users, as well as how to stimulate the purchase network to buy these users. Webmaster can also analyze their own site users of consumer demand, and then according to different needs to stimulate their consumption behavior.

How to grasp the user psychology?

In order to eat food for example, especially Western: lovers go to dinner, take out the coupon will not only one dish, as long as you sit in a chair, want not to spend more money are not, there are beauty group buy, many women will let their boyfriends buy or recommend friends to buy. These are very small user needs, webmasters can also refer to this model, first to provide free or value of a service to attract users, and then let it buy b services, or let user a attention, but the people who pay is actually B users.

The charm of "viral transmission"

Before the net (kaixin001.com) to use the virus spread and rapid rise. Happy NET to encourage users through QQ, MSN, mail to invite their friends to join. and buy network provides more affordable way to carry out virus transmission, "invite friends to provide 10 yuan voucher." On the one hand, users recommend others to buy can save 10 yuan; On the other hand, for the good and cheap goods, the user has the demand of sharing and spreading.

Virus transmission is one of the best web site promotion methods, the key is how to carry out virus transmission, is like SNS website with the mailbox, or to learn to buy the net coupons, or have other better methods, this depends on how the webmaster to think, to innovate.

Are the more members the better?

About the number of group buying the more the better? See some group buying site projects, the number of participants are not only 400 or 500 people, thousands of people, can not help but people secretly worried. On the one hand, the consumer to buy the mode of recognition, but on the other hand, such as beauty, hair, photography, foot therapy, yoga, movies, video games and other service-oriented businesses, is not in the short term has such a large service capacity.

Like glutinous rice net buys the video game coupon, because the number of people too many need to queue up, a lot of video games can not play. The user buys the video game ticket originally is the chart cheap, finally paid the line, reduces the entertainment price, therefore also has harmed the glutinous rice brand reputation.

Therefore, the number of group buys, is not the more the better, must have a degree, do not exceed the service capacity of the business itself; for the webmaster, too, your membership is not the more the better, the number of people means that your site's products and services should also be synchronized follow-up; It is likely that some of the old users and core users will lose the candle.

How to increase the viscosity of members

Buying now is everywhere. In addition to Professional group purchase site, a lot of life consumer sites 58, Word-of-mouth is also doing group buying, portal site is also doing group buying, many local communities, electronic mall, SNS site also began to do group buying. For the webmaster, now go online a group buying network may not be wise and appropriate, but to buy as a site of a service or function, at least to better adhere to the user. It can be foreseen that group buying will become a standard function of many local communities and e-commerce websites.

Third, on the group buying network itself thinking and inspiration:

What kind of goods make the most money?

The following is April 1-June 1, the United States, nets, handle nets, group buy merchandise Directory statistics (the source of statistics for the above site home):

33 of American Group buy products, 26 for the service industry coupons, 7 for the kind (6 for food, the other one for the karting);

Handle NET 32 items are coupons for the service industry;

In order to catch a group of 24 products, there are 16 coupons, 8 for the kind;

Three buy net coupons and catering industry, playground coupons and beauty salon fitness coupons mostly.

The numbers of the three groups were 8, 3 and 6, the handle nets were 17, 2 and 6, and the Nets were 1, 1 and 2.

What does the above data show? A 1,000 yuan beauty service, even if sold to 100 yuan, the beauty salon still has a profit. Because of this, group buying network in the introduction of many incredible low-cost services at the same time, but also to get the High commission from the merchant. Users can enjoy a single consumption can not get the price, the business in a short period of time gathered a large number of popular, group purchase brought about the three-win situation of the mission to buy a net quickly realized profitability.

The webmaster is concerned with the group buying net, it is better to pay attention to the purchase of goods, these goods are mainly in the non-physical categories of goods mainly, said that the accurate point is "life Service category" goods, they are low cost, high profit, strong service, suitable for group buying, then, suitable for small and medium-sized webmaster goods and what?

Why is the group buying mode now hot?

In fact, the group buying business is not Groupon initiative, the Internet has been a similar pattern. Like the fence net of home building materials purchase, and many community owners spontaneous group purchase, and so on, these groups are basically online orders mainly through the Internet platform to organize and then carry out. And 2010 years will produce a buy hot, group buying network in a short span of a few months, the rapid rise, on the one hand is the development of China's Internet, a variety of online payment system, as well as the Chinese Internet users gradually develop online shopping habits, on the other hand is the mode of innovation, such as a single item per day, the minimum number of and group buying site contains SNS features and media features.

Small and medium-sized webmaster can draw on two points: first, the timing is very important. Group purchase suddenly fire up, because the time is ripe; second, the combination of different Internet application Mode is also a kind of innovation, such as group buying is E-commerce +sns Community + media.

Watch group Buy Network team: The line of talent to cooperate with

Observe the United States Regiment, F Group, such as the development of a better group purchase site, found that their team has 2 characteristics: first, there is a class of people familiar with the internet, they have a good understanding of SNS (community) and the media of the Internet, can help buy network to attract a large number of netizens, can maintain a good group buying network and online internet users relationship; Second, there are a number of strong sales staff, go out every day to run businesses, do a good job offline selection of businesses, and talk about less discount goods. How to enhance their own online, offline operation capacity, and how to use these two different talents is a key factor in running a good website.

Plan and operate the group buying network as media

Wang said: "The core of the United States network is to provide members with good things good prices, we must find these businesses, talk about good prices, and then push the things every day to let more people know." This is actually a kind of overall challenge, after all, the United States network is still very new, we need to let more people know. In this regard, the United States and the network more like a media, we have to open a topic every day, what category, which store is better, choose what plan in the shop, and then take this program to find in line with the customer needs of the United States Group products. It's like doing a feature article, with only one front-page headline every day, and a good convergence of operations. "For webmasters, whether their own web site as the media to operate, depends on the ability to give full play to editing, art staff planning capabilities."

Group buying network to survive with characteristics

When we open the Group purchase site will find a problem: The similarity is very high, from product category to Web design, and even to product prices, several sites are similar. In such homogenization of competition, a new group purchase site to the many competitors to stand out, the most need to solve two aspects of the problem: first, the product differentiation, the second is the continuity of the product. For many of the targeted users, the biggest attraction of group buying is: a fresh irritant every day, without knowing what the next day is.

Good music buy, where customer prudential products such as Business E-commerce website Why can come from behind, one of the most important reasons is: they are in a certain vertical area with some high viscosity of user resources, and then on this basis to expand some other products, tightly grasp the market segments at the same time, the formation of their own product characteristics.

Small webmaster is also so, in the completion of the site early development, accumulated a certain core members, should quickly establish their own website brand, the formation of site characteristics, product characteristics, will not be eliminated in the fierce competition.

Can stationmaster rashly go to do group purchase?

The threshold of group buying site is not as low as imagined, and some group buy network has begun to face the financial chain break, the user is hidden consumption and other crises. Small and medium-sized webmaster to operate a group buying network or for the site to add Group buy module, need to consider the following elements: Members + regional + Business Resources + Capital + operational capacity.

Group buying mode must be based on massive membership, since it is "group" purchase, then the size of the membership is very important, any one with a certain size of the site can theoretically carry out group buying, group buying mode is very strong, local understanding and familiar with local forum is more suitable for group buying; In addition, do you have more business resources To provide a continuous discount? Can you guarantee the quality of the goods? Do you have the funds to provide continuous service to users? Qi Yi Network CEO Gong also said: "Group purchase is a very local business, partial operation, need strong executive power." So young people had better not touch. These all decided the webmaster can rashly to do a group buying website.

Group Buy navigation: Buy derivative Business opportunities

With the hot, some people see business opportunities, have launched some of the derivative services, such as group buy navigation station, group buy Comment station and so on. Like site Navigation station hao123, 360, 3366 and so on have already launched the group buying page, and like the regiment together such more professional group buying navigation station also surface. What else can you do besides buying? The answer is: There are many! A hot spot behind, will be derived countless business opportunities, small and medium-sized webmaster can choose to intervene in competition, also can choose to find a way, the key is you see what kind of business opportunities!

"Stationmaster" magazine Synopsis: "Stationmaster" the magazine is by sing creates to want (Comsenz) and the Chinese stationmaster Club (zz.comsenz.com) to produce for the stationmaster group's spirit reading book, the exclusive network portal Media support for NetEase technology (tech.163.com). "Webmaster" magazine slogan is "Pay attention to the site, help webmaster", since 2008 published the first issue of a total of 20 Doyan, become China's 3 million webmaster (grassroots entrepreneurs) group of spiritual readers and spiritual home.