Group buying industry first-line fight floating World painting

May 25, micro-Bo broke a message, litters group Shiyan substation Employees fake Chengguan, destroy other group buy cloth placed in the advertising materials, and with Baidu glutinous rice local staff have violent physical conflict, local police station has been involved in this matter.

Not long ago, the United States Group "brush List" Public comment on the 5.17 movie ticket Big promotion News also spreads on the internet, according to the online spread of micro-letter screenshot Information Disclosure, the United States Regiment COO Canga Wei Organization of the grassroots staff in Zhejiang and other sites to buy a public comment on the sales of the group after the refund, in order to prevent the public comment on group buying business concessions products and real user contact purposes.

Peat Peat. In the first line of the "battlefield", what happened to the brutal competition? How many wonderful "tactics"?

Recently, friends with a number of first-line group buy sales staff to communicate, the object of communication also includes several members of the United States and have left the staff.

In the eyes of these "warriors", the mall is the battlefield, and the soldiers are in the way, see strokes, group buying industry in the competition to do the campaign when the team "brush List" has been pediatrics, in order to compete for high-quality merchant resources, improve turnover, group buying industry "palace Dou" and "foreign invasion" far more than "brush single" so simple.

In the next article, friends try to describe the first line of "Floating World painting", hoping to buy the industry to blow a whiff of wind.

The Battle of the Floating World

Group buying unique characteristics of the industry led to a wide range of vicious competition, single performance evaluation and lack of constraints to stimulate the grassroots staff inner "evil".

------A first-line employee of group buying industry who declined to be named

First to say the industry characteristics of group buying, buy platform, merchants, users need to form a complete cycle to be able to operate normally. Have a good package (group buy product mix), through the group purchase site display, to attract enough users to achieve good marketing results, this is the ideal of the group buying business cycle mode.

But the most vulnerable part of this model is that if the merchant has given enough quality package content, but the user participation degree does not reach the merchant's expectation, the damaged merchant is unwilling to give the more preferential package, the forward circulation chain will then break off. In order to maintain the positive cycle of the group buying chain, group buying must be done at both ends: The merchant and the user.

From the industry dimension, how the group-buying companies do, the company level assessment is the turnover of water and revenue. Task layer decomposition, and finally determine the head of each of the primary sales staff. For the latter, the company's strategy and ideals are relatively distant things, to get the cash in hand is the king. In other words, where the performance is, the employee's behavior is there. This leads directly to the group buying industry grassroots "iron soldiers, running water of the camp plate" such a strange shape, that is, the men or the team, just in different group buying company.

In order to increase turnover, the first task of sales staff is to compete for local quality merchant resources. Because the platform flow a few and the first line of sales, sales can do a good job is to catch the business, such as a good buffet monthly water can reach millions of yuan, and a street restaurant even the most preferential package, one months of water is only thousands of yuan.

If a good merchant does not use exclusive cooperation, the water will be cut off by other group buying part. and grass-roots sales staff in order to increase their own water, often use a variety of ways to intercept competitors.

For example, put the competitor's cloth in the banner of the merchant store, cards and other materials forcibly removed, so that users will not see each other's buy package, and posing as a merchant to buy headquarters customers call to "immediately stop cooperation" can give competitors increased communication costs; Will let friends pretend that each other's users go to the merchant side consumption and vicious complaints, such acts will give a few times after the merchant to create an impression, buy a group purchase platform customers are more "unreasonable."

In addition, the first-line sales of group buying industry income mainly from turnover and revenue rebate. However, because of the fierce competition in the industry, the revenue rebate is not the most important sales staff income, the volume of water is, now the general turnover of water performance points as high as 10%.

These are the root cause of "doing evil" by the grassroots sales staff. In order to get more sales flow performance, the sales staff take the initiative to the Merchant to reduce commission, bribery, send kickbacks, etc. are relatively normal things, their abacus is, as long as the merchant has enough water, can let the sale after paying part of the price can also increase their own income.

Besides, the brush list is divided into several kinds. If the other party to significantly below the market price or more powerful than their own promotional efforts to sell products, city stations are very likely to organize grass-roots staff to buy each other's sales list, so that each other's activities can not reach the hands of the real user. Moreover, the purchase of a large number of low-priced products can be with the merchant's marketing manager to achieve the cash.

Like this public comment by the U.S. Regiment "brush a single" movie tickets, if these bills back to the cinema, the internal people can be normal users with group buying users to flush out to the set. A user of 25 yuan in the price difference, and cinemas every day tens of thousands of passengers, in which a set of hundreds of are not found at all.

There is also a brush to brush their own list, in order to increase the flow of trade, organize their own people to buy. Even after the final return of the sales list, the company's trading flow has increased.

Gao Peng in China soon, its North Nord brush water can be described as crazy, each employee take tens of thousands of yuan to brush their own sales list, after the expiration of the refund. This behavior in the industry also caused a relatively big sensation, and finally to high friends North Nord collective change handsome end.

In order to increase the turnover and upgrade the customer unit price, group buying industry even on the line over some which relatively large list, such as real estate and cars, the normal transaction from the purchase site over again, brush into the so-called "turnover".

In addition, rumor, plant is also the grass-roots "veteran" means, because this does not need to pay too much cost. Grass-roots staff will tell a key merchant, a competitor group buy to raise the point of sale, if only with us to sign exclusive, you can enjoy a more favorable point of reference policy. This incident protagonist, the United States and some of the first line of sales and even printed a number of notices posted in the main merchant doorway, the contents of these notices is: Do not receive the public comments group purchase package consumers.

Speaking of planting, a group buying platform has printed on the million leaflet, in the days before the light, will be the leaflets scattered over the local popular business circle. After being held accountable by the Chengguan, the group-buying company immediately planted the Act on its rivals.

"It's definitely not our own," said the poor publicity. Finally, because there is no evidence, both sides of the war of words are generally dismissed.

In fact, the root of group buying is its business model. Group purchase itself to promote the characteristics of the lower industry access threshold, can not be a long-term attraction to businesses and users, and therefore can not create a benign product ecological chain. Therefore, the public comment has jumped out of the limitations of simple group buying, and is committed to building from consumer decisions to buy, book, coupons, take-away and other forms of consumption o2o ecology, from the industry angle also increased the marriage, hotels, online tourism. It can be said that group buying is only a public comment on a product portfolio, not all. And the United States Group is still limited to group buying business, and through group buying into a number of industries, all industries are facing an enemy, the situation is more embarrassing.

It is understood that in addition to group buying business line of the game, the public comments and the United States and the U.S. team will also be launched a lawsuit. According to legal sources, Beijing Chaoyang District Court has filed a public comment on the copyright infringement cases, and the United States Group in Shanghai on the same grounds to the public comment on the lawsuit.

Who was the victim of the fight?

In doing these things, these front-line "warriors" never think, such vicious competition both hurt the merchant and hurt the user.

Standing in the merchant's point of view, taking part in group buying is just a short-term promotional means. The purpose is to use a lower price to attract more users to understand their own businesses, and hope that through the activities of the transmission of new users, to revitalize the old users.

The purpose of marketing is nothing more than that. Some merchants will even make a normal behavior, through the shop side of the merchant end as a complement of CRM.

For businesses, the benefits of group buying is self-evident. and the healthy competition between the group buying industry, merchants can also gain some benefits, such as lower sales point, sales staff more attentive service, of course, can also bring a wider range of users and more sales.

But with the development of vicious competition, the merchant has already produced the boredom. The owner of a national chain of grilled fish shops said one thing: the salesman had a good relationship with the general public, so there was a lot of care on the package. The United States regiment after follow-up also want to on a single, but talked a few times did not talk about, incredibly looking for someone to shop trouble, complained that their products do not meet the relevant regulations.

In the group buying industry, for users of vicious complaints, most of the group buy platform is willing to calm down, the adoption of exemption, sales staff apology is a common way of handling. This incident led to a public comment on the sales due to complaints of being fined more than 1000 yuan.

Another boss with the same experience as the hotpot chain adopted his own way. His resistance was to be connected to all the group deals except the United States.

Stand in the user's point of view, group buying does offer a preferential package, has been a lot of convenience and benefits. But the concession itself is not the only demand of users, many people use group buying is also to make decisions.

For example, some users demand is a parking space, some need to be a non-smoking area, if there is better, no concessions as long as there is a good environment and services can be.

From this point of view, the public comment on the establishment of the entire product ecosystem from decision to consumption is clearly in line with the needs of more users.

And the first line of the smoke will affect the consumer experience, a front-line "warrior" if the dispute with the merchant, will eventually let the consumer experience fell on the head of consumers, such consumption stimulation, will become a negative stimulus.

From this point of view, all group buying industry should be from the perspective of products to meet the diverse needs of users, as well as through good communication with the merchant, in the sale of products, services, after-sale to allow users to get a better experience. Rather than blocking and intercepting users to a certain group purchase platform behavior, so that users to buy the industry generated distrust or even disgust.

Because the basic needs of users is to enjoy the convenience of the internet era, rather than in the vicious competition to spend the limited patience.

For such a "floating World painting", a senior industry personage said, China's local life O2O market share is large enough to accommodate several large companies to survive. These companies should put more effort into serving businesses, improving the user experience rather than creating barriers and vicious competition, which in turn harms the entire industry.