Group buying Big Shuffle has ended, three or four line city group buying site difficult to survive

Group buying Big Shuffle is over

Data show: As of the end of 2013, the number of domestic group buying sites has shrunk to 213, only equivalent to the peak number of group purchase sites (June 2011, 5,058) 1/25. Buy Big Shuffle end!

At present, group buying website, representative platform such as: Handle, American Regiment, litters, glutinous rice and so on, the competition is still very intense, each group purchase site competing exerting force, using various means to seize target user resources.

Three or four-line city group buying site difficult to survive

Internet Group purchase site Giants, a line on the occupation of the main one or two lines of the city, and the three or four-line city has slowly infiltrated into the, which undoubtedly to the local group buying site has caused considerable impact. All say "strong dragon fights but bully", and now the strong Dragon group buying giants, but a foot on the death of local group buy "bully" trend.

Why?

One, the natural "angel" user

The main battlefield of group buying giants is in the one or two-line city, but in the three or four-line city, part of the direct use of the substation or agent mode. At the beginning of the station, the station can obtain a large number of local users (via IP) from the main station. To know that the initial group of users is very important to buy the gold users, light from this point of view, group buy "bully" on the starting line.

Second, the station fast clone times

The establishment of group buying giants, even technical support can be responsible for the main station, so that the head of the station can put more energy and resources into the promotion and business up.

Its third, so that the small partners were stunned by the capital support

These group-buying giants have basically got a round or several rounds of investment, no shortage of money you know?! With money, group buying bombing propaganda tactics have guaranteed.

Its four, extremely gives the power the big investment promotion channel

Group buying giant in the promotion aspect is very willing, not only the Internet advertisement crazy on-line, even the traditional media also spares no effort to put, the advertisement intensity is quite strong.

It's five, and you can't help it. Professional Operations Team

Group buying giant in the course of several years, has already summed up a set of established, practical operation plan and plan, the branch station may refer to use. At the same time, the Operation team, and even have a dedicated user Analysis department, for the aggregation of users, analysis of user needs, and then increase the purchase rate has a considerable help.

Local group buying mode needs innovation

Whether it is the start-up period of group buying, the outbreak or the pioneer period, prices are the most easily sacrificed means. But simple sales-driven ultra-low price, open group purchase, for the brand enterprise is tantamount to suicide.

Now a lot of local buying platform is still "quo", relying on the few of some businesses continue to play a low price war to maintain the heat, most of the life of the consumer goods in the platform to buy products, and the new business to add speed is far behind the changes in the customer's taste.

But according to some of the businessmen involved in the purchase, said: Buy more to promote the brand, get more exposure, access to user resources. But the ultra-low price of group buying, or even the loss of the price of group buying, has allowed businesses to invest in the cost of sacrificing profits to obtain a small portion of the return, if the frequent low-cost way to attract consumer consumption, in the long run is not conducive to business operations. At the same time, for the reason of the promotional program, most of the group buy is to advertise the brand of the temporary program or ancillary programs, "one-time" is not as expected to effectively promote the business and firmly attract consumers.

Moreover, the nature of group buying itself determines that low prices are the most important factor to attract consumers, which makes it difficult to establish long-term viscosity with consumers from other aspects. Low-price war also makes some businesses can not in a short time to carry the excessive consumption of users, thereby reducing service levels, even the quality of goods greatly compromised.

What do we do? Still stick to the fixed mode of group buying to continue to go down?

Interesting innovative group buying site

So, local group buying website must be brave to innovate.

In Baidu, I stumbled on Baidu found a group purchase site, the site name: a buy. The group buying site group buying mode is more interesting, the current best-selling iphone5s mobile phone as an example, it is the market value of 5499 Yuan IPhone5S mobile phone, zoned 5,499, each group can buy 1 or more copies, group purchase number reached total number after, that is, complete group purchase, The system randomly generates a lucky user from the participants by the algorithm, and the lucky user gets the iphone5s phone.

In today, a piece of money can buy the thing is very few, if spend a piece of money Group A mobile phone, and good luck got this phone, that input-output ratio is quite high.

Advice on group buying websites

The whole business action flow of group buying network, we must adhere to the following five principles: information integrity, rule transparency, process clarity, process simplicity, consumption of the real.

Information integrity: Refers to the information description of a single product must be complete, at the same time to provide a single product of the merchant body also need to provide detailed information, and then objectively provide some relevant information for participants to refer to;

Rule transparency: To enjoy this commodity/service consumption, there may be some agreement rules need consumers to comply with, then these agreed rules must be transparent, otherwise, because the explanation is not clear, causing consumption is not smooth or even stop, very easy to cause consumer antipathy, and businesses will have a sense of frustration;

Process clarity: How to enjoy the goods/services, we must clearly guide consumers, so that consumers have a clear plan in mind;

Process simplicity: from consumer participation in consumption began to the real implementation of the process of consumption, should be as far as possible to provide good conditions, so that consumers can comfortably, smooth completion of consumption;

Consumption is true: The ultimate goal of group buying is not to let consumers take advantage of it, but also to make consumers satisfied. Therefore, the description of online goods/services should be as objective and authentic as possible. The amount of online demand participation only reflects the user's need awareness truly acceptable, the focus is on the quality of products and services under the line can make the final consumer satisfaction, which makes the platform for businesses and businesses of goods/services have a certain starting point requirements, while group buying platform should supervise and supervise the provision of this product/ The principal of the service honoured its promise. For example, recently a group buying site because it failed to honor its commitment to a gratuitous refund, resulting in group buying members of the great antipathy. This is the serious consequences of consumption not being real.