Group Buy website Crazy burn money cost pressure close to collapse edge

Use a word to describe group purchase website, not "crazy" mo. For more than a year, group purchase website burning money countless, to handle nets, high peer network for the representative of the group buying giants, at the cost of the ads to the subway, office buildings, outdoor media, portals, and even CCTV, according to the insider insiders revealed that the entire group purchase site advertising plan more than 1 billion yuan.

The money that is put into the advertising market comes from different forms of financing. In other words, once the capital market loses confidence in the group buying, the group buying website faces the dilemma of Duanliang. Unfortunately, this assumption is becoming a reality, a few days ago on a well-known group purchase site B round of financing problems, and local Web site cooperation advertising costs 6000 yuan have played water drift.

In addition to the above group buying enterprises, there are several group buying website Capital chain is also very tight, Wang Huiwen, vice president of the United States Group Network, said, "group purchase users grew 125%, but the market cost Rose 10 times times, operating costs up 10 times times", according to the reporter understand, Wang Huiwen said, the current online advertising quotes compared with the same period last year, the price doubled 1 time times , the site navigation of the advertising price and search engine price ranking is also soaring, so that group buying enterprises tired of coping.

The cost pressure lets many group buying enterprises seek a way out--or lay off, or park the traditional advertisement, or transfer other forms of advertisement, the purpose is stint, farewell crazy Burning Money day.

The full net is the first group buying giant to make this attempt. A few days ago, full network of official hand buy information Promotion platform "Cluster Network", the two sides reached the first strategic cooperation, full network CEO Feng said, "The sold-out network to adjust marketing strategy, from the previous network advertising campaign to pull out, will be more resources to invest in precision marketing, the money used to the blade, spend the least money, play the biggest role." ”

It is understood that the cluster network integration of the traditional internet and mobile internet, for different geographical groups and users of different nature, targeted to push the purchase information, and in accordance with the actual effective import traffic (CPC) or group purchase sales (CPS) to the group purchase network charge promotion fees. Compared to traditional network advertising, the cost of the cluster network is less than One-tenth.

Group set NET founder and CEO Wang Xiaodong said, after a year of crazy burning money, Group buy network available funds have been stretched, cost pressure to the brink of collapse, if not effective control costs, hands on the end of the funds, the last can only be out.

Internet independent critic Peng also agrees with Wang Xiaodong's statement. Sue also said, whether it is in the first echelon of the group purchase site, or ranked after the group purchase site, the final exit must be the cost control of the site, "if there is any site regardless of the effect of throwing money, it must be the future of the knockout." ”