Group buy open year drama staged three major diseases: clamp business by cattle impact

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2010, "Zhao's Orphan", "not sincere don't disturb ⅱ" and "Let Bullets Fly" three big drama unusually hot. In 2011, the group buying industry also staged a big play with the same name. But movie theater's film won Word-of-mouth, group buying industry director of the three acts of the same play but smelly himself. Group Purchase website, offline business, network scalpers become starring in three plays, let group buy "ego consumption" of the opening year drama is very hurt.

The first act of the Orphan of Zhao

Shops are being clamped and isolated by group buying sites

Tiger Tiger 2010-year group buying market in order to catch up with the car, a lot of businesses at the cost of cooperation with group buying network, that as long as by group buy small profits and quick turnover can make money, but, buy is not imagined so simple.

There are insiders revealed that group buying process, group purchase not only collect the corresponding goods commission, but also to participate in the price of the group products, and in most cases, the merchant is unable to determine the final group of purchase prices.

In other words, the price of a commodity or a group of goods is determined by the group buying website. Unknowingly, the group buying site has become the dominant rule, while the business is in the passive position of isolation.

Group buying site in order to attract consumers with low prices, not only in the price of the crackdown on businesses, but also often put forward some unreasonable requirements, many businesses in order to buy also only dare to say angry.

The veteran catering business million to reporters, in order to stimulate consumption, gold million launched with the city Stores + suburban branch to participate in group buying activities, but in the process of negotiation, a group buying site relies on its own industry status put forward very harsh conditions, claiming that only the city stores, refused to participate in the purchase of suburban outlets. Finally, cooperation is on the huff. However, the golden million event is only the tip of the iceberg, merchants and group buying site contradictions in the future will become increasingly prominent, this will be a lasting war.

The second act of "non-sincere don't disturb Ⅱ"

Group buying faces scalpers impact reputation nuisance

In fact, not only businessmen in the idea of buying, group buying site in the idea of playing business, and even "network scalpers" also fancy this new business model, trying to flee the goods.

It is understood that they through the registration vest, first in the online bulk group buy goods, and then through the shop, offline trading and other means of sale, the profit is very considerable. However, the wanton scalping purchase coupons to earn the difference in the behavior of many consumers, and even a group of friends suspected that this is the net secretly operation, the purpose is to improve the profit for the identity of the two-degree group purchase. From this point of view, cattle rampant not only disrupted the normal trading order, more serious impact on the credibility of the group buying site.

In order to curb scalpers, to meet more consumer demand for group buying, group buying sites have to take a lower limit, increase the number of times. But the consequence is frequent open regiment will disrupt the normal marketing rhythm, bring heavy cost burden to the merchant; Moreover, the initial scalpers force is still very small, with the increase in demand, the ox phenomenon is bound to get worse.

More open regiment is palliative, but also in advance consumption of the whole group buying industry. In its essence, buy second-hand trading platform hot from another level also reflects the public irrational consumption, incentive is a kind of impulsive consumption, in the trend of low prices, causing consumers to ignore the time and place restrictions, unconsciously excessive group buying.

The third act "Let the Bullets Fly"

By group buying and sucking gold hit who suicide marketing

As mentioned at the beginning, 1726 group buying websites, movie tickets, beauty coupons, food coupons ... Almost every industry, without exception, is involved in the tide of group buying, but does the business of buying ideas make it?

Group buying website attracts the network consumption sensitive crowd, the word of mouth effect in this kind of crowd appears especially important. In this regard, group 800 co-founder Hu Chen believes that the ultimate meaning of group buying is the accumulation of word-of-mouth, popular point that is to make a call. Business really should be fancy is buy net this advertising platform, compared to the huge advertising costs, participate in group buying is the help of Low-cost customers, gather popularity, the effect is similar to test supplies, can let more people realize the commodity, win a good reputation.

Beijing gold million in more than one group buy online group purchase activities, netizens spend 25 yuan to get a roast duck. And its head said, "A roast duck cost is 78 yuan", the equivalent of a loss of 68% gain popularity, money to earn Word-of-mouth.

It is reported that most of the purpose of the group buying business is small profits but quick turnover, to make money. Many businesses take group buying as a lifeline, trying to clean up stocks of goods by group buying, to achieve short-term cash reflux, completely regardless of other consequences. By using low prices to attract consumers, and at the cost of benefits, they chose to reduce quality and service, and the promotion turned into suicide marketing.