Group buying has vitality but no hope

Litters, full, the United States have announced a profit, even if there is much water, at least the difference is not far. Group buying industry experienced a hot, but also experienced a shuffle, the strategy of each family are basically contraction, streamlining and tapping the potential to increase efficiency, and finally began to change the balance of payments.

Most of the fall led to the leader's customer focus, several large groups of sales are still climbing, but it is difficult to change the overall gross margin low reality. It is said that the handle net at the request of investors, do not do gross margin in 8% of the list after the direct loss of leadership status. This shows that the current situation of group buy low margin can not be changed.

The reason for the profit is that the leader's sales are huge, and the U.S. regiment has reached 5.5 billion of the year. On the other hand, like the litters Regiment has opened up more physical channels, improve the gross margin of a single product. With the use of local life services brought about by the flow of cash to realize profits. Because of the continuous operation, the major group purchase also has the basic experience, those businesses receive more services, sales better, higher profits have been statistics and data, and then focus and depth of the recommendations. And some less popular long tail items, you can cut down, reduce maintenance costs. Under a combination of conditions, group buying is beginning to revive, and it can begin to become a viable business model. But in contrast, the low margin business model, by its size, has lost hope of rapid growth.

No rapid growth actually means that the business model is no longer advanced, can not represent the trend, it is difficult to be recognized by the capital market. After all, the United States group sales in such a year 5.5 billion only just profit, there will be several times the growth of space mody? This is actually a very contradictory cruel reality, make money can feed oneself, but is no longer the hot spot of the market, the difficulty of listing also doubled, presumably capital also can't laugh out. Of course, the life is very hard, dead is even worse, the confidence of capital is not profit can be recovered.

In other words, group buying is no longer a previous group purchase, this business model is facing or has been changed, such as the influx of physical products, such as the introduction of membership rights and so on, and so on, the business model faces countless changes in the direction of heavy objects will inevitably become like a power trader, obviously the life of the electrical business is also not good. And the heavy service still will have the bottleneck of profit, finally or embark on the http://www.aliyun.com/zixun/aggregation/10043.html "> Flow of the old way, it is meaningless." O2O Development has been rapid, two-dimensional code and other marketing methods are emerging, group buying is indeed once the leading O2O practice, but in the new round of O2O innovation, technology and trends, whether it can keep up with the trend of change, is a very realistic problem.

For example, a map of a place has been opened for personal editing, merchants can label their own shops on the map, this form of content production efficiency is far higher than the purchase of the salesman negotiations, and once completed the map entrance registration, users can find a map to the nearby merchants, merchants can publish the form of self-help release concessions, Is the extensive model of group buying still meaningful? After all, the product control, consumption time, consumer experience and so on are very uncontrollable, and by the business model is limited, has been unable to open the user self-help editorial release. In the cover, after all, there are defects, and price concessions, it is likely to exchange hot time for countless queues of people.

Another example of a two-dimensional code platform, through the form of two-dimensional code by the Merchant's own editor to submit product concessions, and then on to the platform, through the major network media, mobile phone messages and even advertising to make the code spread. The cost is lower, the content is more flexible, the dissemination way is richer, the O2O service electronic credential. User initiative and control more powerful, product types are also very diverse, the efficiency of the release of information is also improved a lot, combined with IM communication tools, marketing can be quickly delivered on the phone. Not necessarily better than group buying, but more convenient, content is more certainly. User habits are quietly cultivated.

Therefore, the biggest crisis of group buying is not making money, but the business model crisis, once the business model is no longer advanced, and then replaced by a more advanced business model, from money to decay, it is only a matter of time.

These two years of effort, that is, playing a model game.