Group buy five to divide 70% market

Herald reporter Wang Gaobo jinan report

The 2012 group buying industry has gone through rough, closed, run, IPO, such as the bad news entanglement, a year down but handing over a good report card market size almost doubled. The mainstream website market concentration degree increases greatly, the three or four line city becomes the new bright spot.

16th, Group Purchase Navigation website Group 800 released the "2012 China group Buy Market Statistics Report" (hereinafter referred to as the report). Data show that, according to the domestic more than 10 mainstream group purchase website continuous monitoring, 2012 total turnover amounted to 21.39 billion yuan, 2011 growth of 93%. Among them, Jinan group purchase turnover total 320 million yuan, increase 90.1% than 2011.

Group 800 co-founder Hu Chen told the Economic Herald, 2012 group purchase performance is mainly from the annual number of business opening period of the large increase, as well as the average price of the rise. Group purchase concept from the beginning of 2010 into the country, in the past 3 years has gone through the first phase of the madness, and to direct the convenience of a profound impact on the consumer lifestyle.

Group Buy quietly raise prices

The 2012 group buying industry continued to shuffle, "Matthew effect" further intensified. Compared with the peak of more than 5,000 in August 2011, the current national group buying site only 2000 more. The third runner-up to the United States, the public comments and litters Regiment. "24 Coupons", one of the top ten in 2011, have closed down, and Group F is also merging with high friends.

The report shows a further increase in the market concentration of group buying. 2012 ranked the top 10 of the total number of purchase sites 19.84 billion yuan, accounting for the total business turnover of 92.8%, and in 2011 this figure is 87.6%. Among them, the top 5 purchase sites of the turnover of more than 2 billion yuan, the total turnover is up to 74.5%, an increase of 20%.

2012 Group buying industry as a whole scale nearly one times the growth, to a greater extent from the group purchase site to expand the number of leisure businesses. According to the group 800 of the domestic mainstream group buying website monitoring, 2012 monthly average sale group of No. 208000 period, almost 5 times times 2011. 2012 total purchases reached 456 million people, an increase of 45%.

In order to change the long-term low gross profit margin, the group buying website quietly rose in this year, the average price rises to 39 percent, higher than 2010 33 percent and 2011 36 percent, and through the introduction of some 50 percent-80 percent of the preferential package project to improve profit margins.

The three or four-line city is showing its vitality

2012, Jinan Group purchase and sale volume 8.868 million, an increase of 83.3%, the sales group to 49,000, than 2011 growth of 336.4%, the annual average discount of about 42 percent per order. In the category of group buying, food and beverage accounted for 56%, leisure and entertainment accounted for 18.9%, living services accounted for 13.4%, hotel tourism accounted for 8.8%, goods and other local services accounted for 2.9%.

The report also shows that the group buying business in the one or two-line big city growth showed weakness, three or four-line cities become a new growth point. 2012, Beijing, Shanghai, Guangzhou, the three major cities in the purchase transaction contribution from 28.3% down to 22.9%, the Shanghai market in this year even slightly ahead of the Beijing market; Shenzhen, Chengdu, Wuhan, Xi ' An, Tianjin, Chongqing, Hangzhou, Nanjing, 8 second-tier cities have contributed to national performance by 23.8 from 2011 % to 22.5%.

At the end of 2010, the group purchase website received enough venture capital to expand the three or four-line city, 2011 at the end of drubbing and back, close the contraction front of the station, slowing the expansion of the speed in small and medium-sized cities. In fact, in the second half of 2012 years, group buying in the three or four-line city really began to become popular. According to the report, the total sales of the three or four-line cities in 2012 amounted to 9.941 billion yuan, accounting for 46.5% of the total, while the same cities accounted for less than 20% of the market in 2011.