Group buying is a disruptive innovation model in e-commerce industry

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Originally for group-holding attitude is somewhat negative, wrote "Have to talk about group buying" and "group purchase will eventually become standard." Only this negative attitude is limited to the independent group buying site, does not refer to group buying this mode. Now the conclusion of this thinking comes from two aspects: on the one hand is mainly on the group buying mode (independent and configuration) of the continuous development and data, on the other hand, by reading the Harvard Business School assistant Professor Christensen, a masterpiece of the Innovator's dilemma: When the new technology to make great companies fail to talk about " Disruptive innovation "enables emerging companies to gain status in the original marginal market, and then through this position, the marginal market gradually to the mainstream market, and ultimately the achievement of new leading companies."

So what are the characteristics of disruptive innovation? In general, disruptive innovation does not involve particularly complex technological changes ... Disruptive innovation does not provide a better product for consumers in the mainstream market, so it is less likely that this innovation will happen first in the mainstream market. On the contrary, disruptive innovation offers a completely different mix of products, and only emerging markets that are far from the mainstream or don't have much meaning to mainstream markets will value the attributes of these portfolios. ”

Relative to disruptive innovation, it is continuous innovation, such as Google and Baidu around the search, Tencent around the IM, sina around the portal, Taobao around the c2c/b2c of a series of innovations. This disruptive innovation to industry leaders seems to happen in various industries, the IT industry and the Internet industry because of rapid development, the performance is particularly obvious. I have also mentioned on Sina Weibo that the ultimate goal of an enterprise is to achieve an "absolute monopoly", but the goal is elusive, but when Microsoft wanted to do so, Google crushed the idea; Facebook shattered the idea when Google wanted to. When Facebook wanted to do this, Twitter shattered the idea.

In this case, it seems that the internet in China has not happened, because the pattern of China's Internet is very stable, and the Chinese people's "profitability response is particularly fast," from the Happy Net, Renren, 51.com and Tencent examples can be seen.

Search, portals, IM, E-commerce, video, social SNS, micro-bo These major areas are basically a stable pattern of monopoly, emerging companies through the "destructive innovation" in the edge of the market to obtain status, and then the edge of the market into the mainstream market, to create new leading enterprises?

Chinese E-commerce Association senior Experts, China Mobile Research Institute experts and think-tank members on the group buying mode in the following five aspects of the analysis, that group buying will become China's e-commerce industry the most destructive innovation model:

1, online shopping model: One day a very low price of life in the goods, make "curious, expect" dual consumption psychology is satisfied, and easy to "addiction", in such a consumer psychological trend, even if the profit margin is very low, but in a very short period of time to get enough customers and repeat (two times) consumption. The existing Taobao or the customer, it is estimated to pick their own satisfaction with the goods, will take a few hours or half a day. Life class consumption that is not to start, in addition to the public comments network, such as a limited number of life-class sites to obtain some information, the provision of discount service sites very few. Then at least in the online shopping model, group buying mode has undoubtedly played a damage to the existing E-commerce consumption model innovation.

2, online shopping products: The whole group purchase mode is to live consumer goods (catering, film, beauty salons, etc.) as the main development of commercial tenants, to BD negotiations to obtain service goods, at least in the physical goods need to involve logistics distribution, pre-sales and after-sales service and operating costs greatly reduced, than other game classes, Recharge card type of virtual product profit is much higher, then at least in the commodity management, group buying mode in the online purchase of goods also appeared a destructive innovation.

3, promote the way: the mainstream pattern of the Internet promotion model mainly concentrated in the Internet advertising, CPS, EDM, DM, SEM, SEO, and so on, really can do word-of-mouth promotion and great success is not much, especially in the field of E-commerce, basically promote the cost of the largest, and can not stop, Once stopped immediately will be replaced by another, such as where the guests instead of PPG. But group purchase site at present more promotional methods to promote the main word of mouth, the true word of mouth, coupled with the 1th mentioned the consumer psychological characteristics, so that the stickiness of the group buying site is very strong. So now is not only like the group to make a net such a group of site fire, at the same time, such as foreign group group buying navigation station is also very popular.

4, online shopping regionalization: When Taobao in China's e-commerce market alone, regionalization or urbanization of E-commerce has been considered can be used to contend with Taobao one of the ways, but unfortunately, this regional e-business model to today also did not appear a real leader. But group buying mode with the three destructive innovation coupled with the characteristics of regionalization, coupled with the impetus of the wind, through such a way to accumulate a large number of regional customers, and then developed from the point and face, forming from the regional market to the national market coverage.

5, Strong scalability: Now the group buying mode is just a simple page, a commodity, with the user's accumulation and stickiness of the enhancement, this simple page to add more than a few rich content or the emergence of channel division are quite easy. Complex patterns become simple, it is painful to do subtraction, simple patterns become rich, add, is very simple and enjoyable, the premium will be much higher. For the e-business industry that has been complicated, it is undoubtedly a destructive and innovative way.

From the above 5 characteristics to analyze, plus the technical point of view-group buy technology simply without product manager and the so-called complex user experience analysis, and more do not need complex database technical support can be completed. So undoubtedly, group buying has become the most destructive mode of innovation in E-commerce industry, which changes the pattern of future development of China's e-commerce industry, we will try to stay together.