Group buying industry pattern basically formed, the failure rate as high as 86%

　2014 Network Group buying in China ushered in the fifth year of development, the annual transaction size is expected to break through the 70 billion yuan mark. Compared with previous years ' thousand-Regiment war ' and ' savage growth ', the current group buying industry pattern has basically formed and the market is becoming rational. Mobile group Buying, O2O, etc. is becoming a new "selling point."

The rate of failure is as high as 86%

Since 2000 the network group buying mode has been introduced to date, in the capital of the Crazy Chase, group buying industry has experienced a capital darling, thousand Regiment war, malicious competition, IPO folding, capital Duanliang, layoffs, closing stations, integration shuffle, such as a series of roller-coaster encounter.

China's E-commerce Research Center released statistics show that by the end of 2013, a total of 6,246 domestic group purchase site, is still operating in 870. Group buying site closed the total number of 5,376, the failure rate of up to 86%.

At the same time, to bat (Baidu, Ali, Tencent) led by the internet giants have stepped up in the field of buying a layout.

"2014 Chinese network Group buying pattern basic shape." "No. 1th Shop under the 1th group general manager Chao recently said, the current group purchase site is divided into two major categories, a class of the United States, the public comments, such as the head, focus on the Life Service category, and the other is a good deal, 1th group, such as the lead group buy platform.

According to the group 800 statistics, the current domestic group purchase monthly turnover of more than 4 billion yuan, is expected to usher in the next few months "5 billion yuan era." With Baidu, Ali, Tencent and other electric giants enter, group buying site will receive more technology and flow support, market scale growth will also be a higher level, the 2014 purchase volume is expected to reach 77.15 billion yuan.

Industry new "Selling point"

And the previous two years, mainly through the PC online purchase different, the rapid development of mobile internet and the popularity of intelligent terminals, to add new growth momentum for online group buying.

As early as last March or April, the group buying market began to perform mobile group purchase migration, at present, some of the first-line group purchase site Mobile Group purchase volume has accounted for more than 50% of the total traffic.

Lead Network CEO Wang Qihen pointed out that in the experience of group buying ups and downs gradually tend to stable development, the group buying market can maintain a steady increase in turnover, its power mainly from the rapid development of mobile group buying.

The development of mobile Internet also urges group buying website to O2O deeper aspect expansion. Chao Introduction, for the expansion of O2O business opportunities, they are on the one hand, the introduction of hotels, tourism and other vertical sectors of the local group purchase; the other is to go and offline traditional stores, convenience store cooperation, pick some quick products such as eggs, users can purchase online after the store or convenience store to mention.

Farewell to the "price war"

"Low price" used to be the biggest "selling point" of online group buying to attract consumers. But in the recent year, as the group buying market matures, the discount range given by group buying sites has begun to decrease. According to the China Electronic Commerce Research Center, the average discount for 2013 group buying showed a higher trend, rising from 43 percent in the year to 45 percent in December.

Consumer behavior in group buying has also begun to change, from the beginning only focus on the price of products, to focus on product services and "cost-effective."

Wuliping, an analyst at China's E-commerce Research Center, believes that the group is now more focused on product quality services and how to improve the user experience, which will further promote the industry to more orderly, standardized direction.