Group buying advertising battle against quality war (advertising grand manuscripts)

In recent years, the popularity of group buying is obvious to all, from the initial "hundred group War" to "Thousand Regiment War", online group buying has become 95% consumers one of the latest consumption methods. Dcci Internet Data Center shortly before the release of the "Thousand-World War data analysis • China Network Group Purchase Survey Report", from the Internet users overall group purchase contact status, Internet users on the domestic group purchase site contact, the Internet group buying user behavior, Internet group buying user attitude and internet Group buying user basic attributes of these five aspects, the current Chinese network buy the ecosystem status of the interpretation.

In order to stand out in the fierce market competition, the majority of group buying websites, began to smash ads wildly. Including handle, the United States, glutinous Rice Network, the public comments on the network, including the major group purchase site, have become rich and strong advertisers. From the CCTV to the subway, from the media to the outdoors, all kinds of group buying ads are covered with online, offline all kinds of medium, as the most popular consumption mode, buy the market competition is increasingly fierce. According to China's E-commerce Research Center monitoring data show that by the end of December 2010, the domestic network group buying enterprise market share in the top three is: Handle nets, the United States Network, glutinous Rice network. Handle nets and the United States Group Network to 20.8%, 20.1% of the share of the top two, glutinous Rice net ranked third. 24 Coupons, Group treasure NET, full network, tick Group, F Regiment, Poly Mei Excellent products, the YA Group, Love Group, the public comments group, and so on followed.

However, not all participants can afford to play the game of Crazy Capital, the 2011 group buying market competition is increasingly white-hot, the first benefit is not a group purchase site, crazy advertising investment so that advertisers earn pots full, the vast majority of group buying site has been "misery". Some of the small and medium-sized sites have been out of group buying stage, the stampede of Internet recruits in the throes of entrepreneurship after the beginning of contraction front, adjustment strategy.

With the increasingly fierce competition, the domestic number of online group buying enterprises on the advertising strategy is different. For example, the high visibility of the handle network, the United States network, glutinous rice nets, according to the plum Network advertising monitoring data, in the past six months, the three web site ads show their own characteristics.

First of all, from the advertising media to look at, handle network in the network media mainly on the media object for NetEase, Sina such a well-known portal site. And the United States Group Network will be the focus of online advertising launched to the SNS Web site Renren, followed by the Xiamen small fish and popcorn nets. The sticky rice network will be more network ads on it, software class sites. Secondly, from the focus of advertising channels, the United States network ads mainly to network media, handle the network will focus on the advertising center in the outdoor media. glutinous rice Network In the past six months, network media delivery relatively more. In addition, compared to the focus of advertising channels, the three sites in the selection of the combination of ads are also different. Among them, handles the net mainly to Network + outdoors mainly, the American group net mainly to the network, the glutinous rice net is mainly with the network + television.

And from their launch characteristics can be seen, for the enterprises engaged in group buying, advertising on the portal site can make their own products or services to get more people's understanding and recognition, the so-called "crowd" to bring "interest flow."

According to the survey: 2.3% of people no longer want to participate after group buying, consumer rights can not guarantee (51.5%)-Product quality problems (43.1%)-after-sales service is not in place (38.9%)-trust is not high (34.7%) is the main reason. And in the integrated portal on the advertising, can increase a certain amount of credibility for group buying. Group buying site to improve product quality, protect consumers ' rights and interests, establish the credibility of the site in order to reduce the loss of users. In addition, according to the DCCI 2011 China Internet Survey shows that, whether white-collar or student, the integrated class portal its application volume is the largest, followed by e-mail and search engines. This also confirms that the portal website is more able to promote and approve the products of the enterprise.

In addition, DCCI data found: The proportion of users using mobile phone group purchase has nearly 20%, male and white-collar users use mobile phone cases slightly higher. This indicates that with the popularity of smartphones and mobile Internet development, group buying mobile phone marketing will have a lot of digging space. Mobile phone Marketing has a direct focus on the characteristics, but also more attractive with the purpose of browsing group buying sites.

From the category of group purchase products, the current domestic group buying site can meet the needs of users in general. It products, digital products, users want to buy the proportion of the actual purchase rate is higher than the proportion. However, many group purchase sites to provide food and entertainment and other similar products, has far exceeded the needs of consumers, consumers of other products to buy demand, is far from satisfied, in this respect there is a larger mining space.

In fact, the bustling scene of group buying is also inevitable to derive a lot of problems, fraud traps increasingly, complaints continue to cause problems, some businesses cut corners, buy a platform clever tricks. He Yi said: "The current group buying market does exist a false prosperity problem, this is mainly out of the low threshold of group buying, short-term benefit is significant, speculative strong reason." It is the nature of the purchase of these innate characteristics, directly led to a lot of companies do not really want to do group buying, or individuals to join the group buying war, these people flocked to the group to become a mixed site, but also lead to fraud, complaints surge reasons. ”

China has more than 4. 5.7 Billion of internet users, online shopping increasingly become the first shopping choice for netizens, in order not to "do rotten" such a huge market, group buying site should be how to solve the integrity + service two major problems, how this difficult problem? He Yi believes that the domestic group buying site should be down, not impetuous, seriously consider the interests of consumers, the interests of merchants, can do a good buy. This test is the Web site demand mining ability, innovation ability, merchant management ability.

Most consumers still hold a positive attitude towards group buying. Research process 77% of consumers will continue to pay attention to online group buying, this shows that the future group buying standardization, market size will have greater development space. In this time, in addition to the advertising strategy to pay more attention to the "people" to attract "interest flow", the group-buying site should be increased consumer satisfaction and integrity to start, research to enhance the user viscosity of the countermeasures, this is the purchase site to survive and development of the long-term way.