Group buying industry too idealistic cause dilemma

Group buying industry in the domestic ups and downs but two years time, from the spotlight to today's group buying executives run away, group buying is originally just an overly idealistic concept, because it seems to be a potential share, so that the domestic internet and the public crazy, but in fact the rapid expansion of group buying industry so that everyone too overestimated their own value.

The ideal of the group buying site is beautiful, this ideal is probably like this, group buying network contact to the urgent need to promote the business, through the limited, very attractive prices, to attract customers to promote the purpose of the goods. This looks like three wins, on the one hand, merchants to promote the goods, on the one hand, users enjoy short-term special concessions, on the one hand, the site can obtain partial commission from the merchant. So this three-win good idea comes out and explodes immediately.

But the script is not rigorous Ah, can't withstand the reality of the fight. Let me tell you a story of my own.

Last year, I was involved in some of the hotel's operations for some reason. This hotel in Ctrip, Cool news, Art Dragon and all major group buying sites have registered, here mainly introduce group buying. http://www.aliyun.com/zixun/aggregation/12296.html "> Group buying business is one of the 58 group buying cooperation, in group buying online registration hotel discount information, such as 129 of the original price of the room through group buying can be as low as 99 yuan. If you use group buying, users must pay 58, 58 on the Internet and then return to the hotel on a monthly basis. Of course, users must also call the hotel to make a reservation and explain their check-in time. At this time the hotel's practice is, the weekend does not take group buying, not weekend will see the situation again decide whether to answer, and when the user calls the time will tell the user, you do not have to go through the Internet, direct telephone booking can also be low price 99 yuan, in fact, 99 yuan at most even if the hotel a preferential price, why want to let buy net to draw a commission Business attitude is very poor reason is the feeling of group purchase site in vain to draw their own commission, so only in the poor sales will be selected to buy. Users as a result of group buying and can not enjoy a good service, will be disgusted with group buying, may require group buy NET refund or feedback to group buying network, buy net received negative information will not trust their businesses and can not earn enough money to support operations.

1, buy network operation paid a lot of financial and manpower, get far disproportionate sales share.

2, the merchant paid some feel very distressed commission, harvested some users, increased sales. But the merchant thinks buys the net only to provide some preferential information on the net, took the excessive commission, the psychology is not very cool, therefore will tell the user not to use the group purchase.

3, users with uneasy heart online pay to buy site, get just have a little preferential service, this preferential service quality is very poor.

In the whole process, almost a three-lose situation, with the vision of group buying is diametrically opposed.

The reason, the above actual group buying process, does not conform to the vision of the environment set, and in the real environment, the middle-level group buying website role is not true. Careful observation, such as market maturity, the above so-called group buying process, the intermediate link needs is only a provision of preferential information site, this site simply to provide preferential information, complex points can provide payment in the form of secured transactions, may be effective to ensure the quality of service. I believe that the development of domestic O2O will be in this direction.

Finally, I would like to say a few words.

1. The above group buying case only represents the hotel industry group buy, other industry degree is different, the movie and KTV will be slightly better.

2. The vision set for the original group was too idealistic to withstand competition, at least in the country at present. Reality also confirms this point, completely overturned the original set of group buying, domestic group buy one day many groups of days fake concessions, breaking the vision of the setting of ultra-low price.

3. Although this, group purchase significance, the domestic traditional industry began to net played a large role in the subsequent development of O2O accumulated a lot.