From frenzy to rational group buying is becoming more stable

From frenzy to rationality, from the chaos of the Thousand-group war to the gradual trenchant of the group buying brand. Who will be the victorious princes of this chaotic battlefield? Who can be in the group buying this fierce competition in the era of E-commerce warfare? CCW Internet channel will pay attention to domestic famous group buying website, analysis their industry advantages, industry characteristics.

The Hundred Regiment War, the Thousand Regiment War is good, is the electronic commerce a storm, is more violent than any storm. Group buying this industry although entry threshold is low, but the threshold of operation and service is not low. With the fierce competition, the cost is rising. At the same time, consumers treat group buying, has been from a fiery period gradually transition to a rational period. Brand Advantage will gradually appear, buy the bubble will gradually be squeezed out.

Group buying bubbles will be squeezed

Because of the huge market space, there are still a lot of bubbles in the group buying market.

58 Xu Guipeng, vice president of the city, believes that group buying is currently a bubble, and bubbles may exist in three categories.

A glimpse of the money

Some people think that the entry threshold for group buying is low and can make money from the first day. Several people do a website, pull a few merchant can start to make money. Because of the lack of experience and long-term business plan, this group buying site is the most likely to appear credit crisis.

Second business

Many people think that the internet is now a burning money industry, the beginning can not make money, wait until a certain size, pull to a certain customer, and then take the cash flow of earnings to find investment to start their own business.

Yet in about half a year or so, next year's competition. Group buying will be a barrier, investors may think that this barrier is high enough, and then invest money, will not necessarily achieve the desired benefits. Some have already got the money from the investors, and those who don't get the money are likely to be squeezed out of the bubble.

Three platform to do group buying

At present, Tencent, Baidu, 58 with the city, the public comment network platform is also doing group buying. This kind of company and with the previous mention of the money, entrepreneurship, these are different, they are looking at the group can give their own platform, what kind of opportunities, can bring what kind of supplement. Will not be like a person to take the money that quick success, also will not like some entrepreneurial website to get the capital after the transition of the overdraft in exchange for users. This kind of group purchase website success probability is big.

For example, the 58 city is located in the local community and free classified information services to help people solve life and work problems. 58 group Buy based on the 58 city of this classification information platform, there are a large number of users, merchant information, have familiar with the Life service information experience of the excellent team, and the advance in the layout of the country and the local market understanding is their advantage.

58 into the group buying this industry, because this industry and 58 of the key words, that is: "local", "Life" and "Internet." It is because 58 group is around 58 core business with the city, so can better use the core advantage of 58, the same 58 group can also promote 58 of the city's business overall development. For example, the user has a movie ticket in group 58, but the user would not want to see it for a variety of reasons, and he could transfer the movie ticket to the "second-hand channel" in the 58 city. This is the advantage of 58.

The gradual rational period of consumption

The current group purchase is mainly product-oriented. Beijing's group buying has entered a rational period, Shanghai is in a fiery stage, Guangzhou, Shenzhen, Tianjin and other place in a state of imminent combustion.

Beijing Group Buy the hottest period, before everyone meet every day the first sentence is: Today you Regiment? What's your regiment? And now gradually into the rational consumption phase, users will combine their own needs to find group buying. For example today I want to do hair, will go to see the usual attention of one or more group buying site. Because it is a brand website, for the purpose of safeguarding its own credibility, both willing and able to pay for the problems of group buying.

At this point, 58 group buy the Spirit of "choose good quality, good service" principle, to the prevention, after-sale supplemented by the policy, the user experience in the first place. The implementation of Word-of-mouth one vote veto system, not with a bad reputation of the merchant cooperation. In addition, 58 group purchase in the industry first proposed user experience group system, organization operators, editors and netizens in the product before the field experience, as far as possible before the user experience to find problems, solve problems, so that users get a complete consumer experience.

Improve user stickiness with Brand

According to the monitoring data of the consultation, the navigation station is much more viscous than the group buying station. The August 2010 data, for example, a group buying navigation site per capita monthly visit days, per capita monthly visits are 4.3 days and 5.1 times respectively, while the domestic one of the leading group buying sites for 3.7 days and 4.3 times respectively.

Compared to the U.S. market, group buying navigation is a Chinese-style thing. But the situation of the World War will not exist for a long time, after a year or two, group buying will be to the national brand, vertical brand and regional leading brand development. What are the characteristics of these brands that settle down?

58 with the city of Xu always believe that the group purchase service in the product characteristics, from providing services to users of security and reliable, is to be able to stand on the feet. Products can be micro-innovation, website can be characterized, differentiated, but in the service for users, can not find differences, we must put the user experience on the first.

Combine with LBS Group purchase

Now, the user is in the passive consumption of the state, is the first to see the product decision consumption. Group buy the future direction of development is to let users active consumption. For example, today shopping, see a restaurant is good, take out a mobile phone to inquire about whether the store has a buy, whether there are coupons, and then pay with mobile phone, into the store consumption. This refers to the combination of mobile terminals and vertical Geographic Information Services (LBS).

Now, the handle nets want to do g+f mode (ie groupon+foursquare), using a daily boutique group to attract users to register, while providing users with location services. A few days ago, 58 City also announced the launch of the entire channel based on lbs, a full range of mobile clients, into the field of mobile phone clients. Users can publish anytime, anywhere, browse all kinds of life information. Enable users to discover the beauty of life, make life more exciting.

It is easy to see that the future of group buying will be with lbs or community and other new models will have a new development breakthrough.