Group buying mode analysis and future development trend

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

It was interesting to learn about Groupon in the first place, when I was thinking that such a seemingly inexpensive start-up cost would make such a miracle, if it were in copy to. Sure enough, 1 months later, China was a copycat of Groupon, and the Hundred-Regiment war began.

The Groupon model is so pervasive and fast in China that I think it's essentially 2 points:

1. Supply and demand: many of the articles are clearly stated, businessmen are willing to discount promotions to earn popularity, consumers like preferential activities, a willing to play a willing to get, hit, if said 20 percent of the movie tickets, 30 percent of the meal coupons, this rigid demand for everyone, this situation, not only I will go, it is possible to pull colleagues and friends together. From the offline service industry, this is not a novelty, nothing more than today put it to the Internet to magnify, the need to focus more.

2. Start-up cost: The cost of group purchase website development is not high, now there are open source (no fear of the world), operating costs are not high, it seems, small investment in large output business model, whether it is venture capital, internet veteran personnel, traditional service industries, or just graduated from college students, have joined the ranks of the group, There are a lot of group buying now, I believe there will be more in the future for some time.

Although there are a plethora of group buying sites, I am also deeply concerned that for these Groupon and Groupon sites, have a shape, but there is no God, frankly speaking their core competitiveness is what? What is the difference between them? I think the basis of any business model is the number of users, Group buying is also so, many of the founders of Groupon do not have the basis of any users, can only rely on the creation of a new model, non-stop to promote to pull popularity, in Beijing, a number of group buying sites, user overlap is also extremely serious. No user base, in fact, every entrepreneur in the heart is not practical.

This is nothing, as the group buying market is paved by these pioneers, giant alligator One after the other, several major portal sites to join group buying camp, Renren rolled glutinous Rice Regiment, QQ Group purchase on line, with a certain user base of the community also joined the fight: 58, Rice, love help, and so on, the plight of the group buying battle gradually white-hot.

There is no such thing as a good idea in China, it will be like the development of the United States, because China's Internet environment has decided that the Chinese entrepreneur's model ability decision, the Chinese giant thinking decided. The market is slightly mature, the real players just start to enter, group buying is at this stage. So I am not optimistic about the United States Regiment, handle such a pattern, hundreds of "American Regiment", the last only so few, this model is a protracted war, not to make quick money, not 6 months, the merger or the closure, almost will have a result.

I think group buying is a marketing tool, not a complete business model, with the user base platform is able to use this weapon to play a value:

Taobao's poly cost-effective: for the SNS a popular application, and the demand for Taobao combination of very close, but also to the tip of the benefits, the emergence of a good deal will not be outside of the purchase has any impact, but to Taobao users to provide a meaningful service.

Everyone's glutinous rice net: This also needless to say, to renren such a user base engaged in glutinous rice, each issue has tens of thousands of of the member enrollment, there is nothing to tell, as the saying goes, thin dead camel than horse, if the QQ want to push what things, do not give the resources of the situation is very terrible.

Love Object Network Love Group: Love Net is one of the female community that I am very concerned about, the user to exchange Taobao clothing mainly, the atmosphere is very hot, love Group is the love of the net launched the group buy platform, buy clothes shoes and other female users, the effect is very good.

Many of the business also enter this field, to Kelan and Massamasso more famous, more is a kind of marketing means, also played a certain effect.

Any user based platform, cut into the field of group buying, are very advantageous, I heard that the 19 floor of such well-known local community to start, if they enter the market, is a logical thing, the future of local community/forum to do group buying is one of the most trends.

Another big trend is vertical community to do vertical product line group purchase, the user focused and accurate, the effect will be very obvious, love Group, excellent group and other effects are done well, a lot of vertical media also choose to use this as a marketing point of entry.

Only the Iraqi network is also doing some new attempts, has gathered nearly 600,000 members of the vertical cosmetics community, launched the only group, to the popular brand cosmetics for the target group, for only Iraq, more for members to bring more benefits, but also a marketing tool. Group buying early development depends on the user base, to achieve the initial transaction scale, the development of the back by the members of the Word-of-mouth, for the community of this highly viscous carrier, more suitable for group buying mode. The fact that the mission has just been online will allow tens of thousands of of its members to participate, and it does reflect the potential and user value of the vertical community.

But I have a lot to worry about:

Will this model gradually make consumers become more and more tired? Will there be a day of group buying lost the enthusiasm to participate? Will we lose a good marketing strategy?

I think a few of these issues are still relatively limited, but I would like at least 2 kinds of demand can continue to continue:

1. The demand of customers, group purchase become a complete marketing strategy, to shopping people bring real benefits, this demand is accurate, and not tired.

2. Local community needs, because there is a person's participation has been localized fiery atmosphere, group purchase is a dessert, need to, do not need to see, localization community landing needs are very clear, and the combination of offline group buying is very close, this demand I believe will continue to normal.

There may be 2 trends in the future of the "American Regiment" without the user's shell:

1. Combined with mobile applications, closely focused on the local beer and skittles, become a localized application services.

2. As a result of the group purchase demand and gradually derived into a localized community, eventually everyone will think that the need to stick to customers, the need to build customer loyalty, rather than now the same users in the major group purchase site roaming.

Summarized as follows:

1. Not optimistic about the pure Groupon model, there are resources in China too many people, replication is too easy;

2. Group purchase can become a marketing tool for the customers;

3. Localized communities and vertical communities are the biggest trends in the future group buying market;

4. Chinese Groupon either moves to mobile apps or local communities.

Source: http://www.flyu.com.cn/?p=191