Group buying leads to consumer fatigue

The newspaper (reporter Zhang) after two months of continuous decline, group buying industry finally ushered in the end of the "small upturned tail." http://www.aliyun.com/zixun/aggregation/11500.html "> Group buying Navigation website Group 800 released the latest group buy market statistics report shows that November Domestic Mainstream group purchase site total turnover of 1.87 billion yuan, a growth of 5.1%, including catering and movie tickets in November, the rapid growth of the overall performance this month, "small upturned tail" behind the hero. However, the normal preferential promotion, it is difficult to stimulate the user's desire to consume.

Regiment 800 data show that in November 1.87 billion yuan turnover, catering consumption for the first time exceeded 1 billion yuan, accounted for an unprecedented 53.6%. And another group of popular category movie tickets, as the November into the lunar year file warm-up period, domestic and foreign blockbusters to ignite the enthusiasm of the consumer buy shadow tickets. According to statistics, November Group purchase movie ticket total turnover amounted to 168 million yuan, the ring last month grew 37.8%.

Although the end of the year ushered in a "small tail", but the group buying industry seems to have been a period of apathy and repetition, lack of can arouse consumer interest. According to the mission 800 statistics, the current online sales of group buying products almost every month in the large increase, and in the sale of a single time, even a year long, this and previous group purchase "one single day", "a single month", "snapping up goods" situation has been very different.

In this regard, group buying navigation Network Group 800 co-founder Hu Chen analysis that the number of groups, the increase in sales time is a double-edged sword, to a certain extent can be considered as a business gradually recognized daily marketing channels. However, the homogenization of serious, category repetition of the normal purchase discount is difficult to stimulate the user's consumption nerves.

"Group buying stations should be in the overall stability of the big environment, to provide consumers with more fresh products, break through the local service category and online purchase of the existing category restrictions." "Hu Chen said that some group buying sites have begun to try their own ground team, to provide consumers with a special purchase of fresh fruit and vegetable delivery services to more diversified products and services to enable consumers to regain the surprise and anticipation of group buying.