Group Buying War: the community of the electrical business Area integration expansion speed

Groupon in November 2008 on the line, opened a new group buying business model, prompting the domestic imitators, in 2010 have launched a group buying business, from "Hundred Regiment War" has been hit "Thousand Regiment War".

In this group-buying war, the main body of the war participation can be divided into five major types:

1, the traditional portal opened the group purchase business, such as Tencent QQ Group, Sohu Love Family Regiment, Thousand oak glutinous rice network;

2, emerging independent vertical group purchase site, such as handle nets, American Regiment, 24 coupons, etc.

3, the traditional Life classification information or vertical life search site to open up the purchase business, such as 58 with the city, the public comments, love help network, such as the launch of the group purchase channel;

4, the traditional E-commerce manufacturers to open the group purchase business, such as Taobao's poly cost-effective, Beijing-east group purchase;

5, and finally, of course, there are Group buy navigation site, such as Hao123 Group buy navigation, group 800, 360 group buy navigation, Soso group purchase.

At the beginning of 2011, about Groupon into China's turmoil, but also let the domestic group buying industry jittery, in the face of Groupon crazy expansion and poaching strategy, and Tencent joint venture with High-profile launch of the high peer network, domestic group buy peer group, handle, full, a regiment, the group Cube and other enterprises set up " The anti-Groupon Alliance, or even the full network, is trying to disrupt Groupon's "chocolate"-digging scandal with "high Friends in full network" advertising.

In fact, neither the anti-Groupon Alliance nor the advertising campaign can stop Groupon from entering China. Since the entry threshold for group buying is very low, the final spell is still under the cash flow support of the line on the speed of expansion, community-led integration of E-commerce integrated marketing is the essence of group buying, which is why 10 years ago on the concept and practice of cable purchase, but the purchase in 10 years to really hot reason.

10 years, let the community-style e-business model deeply popular, 10 years time, also let the electronic commerce regionalization mode to develop rapidly. Because of the efficient integration of community-made e-commerce and the rapid expansion of regional resources is the key to group buying model competition, it is not difficult to understand why Groupon is in the global menacing.

Taking the Asian market as an example, Groupon has launched the Taiwan Business of Groupon Hong Kong, Groupon Singapore, Groupon Philippines and Groupon by acquiring three sites in Singapore Ubuyibuy and the Philippines beeconomic and Atlaspost. In addition to the launch of the August 2010 Groupon Japan Station, Groupon completed the Chinese mainland group buying market, the rapid siege and forced Palace, after the acquisition talks failed, via Tencent, Peng Network launched.

From Groupon's team in China, the German CityDeal, which was bought by Groupon, was an unprecedented expansion, and in just a few months after being bought by Groupon, CityDeal the expanded banner to more than 140 cities in 18 European countries.

Competition in the community of the regional integration of electric power expansion speed, the real battle is the cash flow, the high net behind the emergence of Groupon, Tencent Industry and the total win fund three big Giants. The financial resources of the latter two are needless to say, only Groupon, for example, has rejected Google's 6 billion dollar takeover of olive branches, Groupon's full-year revenue in 2010 has been as high as $760 million, well above the 2009 's $33 million trillion, with more than One-third of its 2010 revenue coming from outside the US. This revenue performance and regional distribution, but also basic and Groupon global expansion in line with the pace.

Of course, the recent domestic group buying site, also have determined, to finance. According to the Shanghai Financial News, "the current domestic majority of local group buying sites are facing a second round of financing." For example, the 24 coupon network has officially completed a new round of financing, received tens of millions of dollars in capital injections; the full network has begun a second round of financing; The US group was invested in Sequoia million dollars; The Wu CEO, also said the third round of financing will be completed in the first quarter of this year. ”

In the market and brand building, because the entry threshold for group buying is very low, the industry will blindly follow through the large quantities of advertising campaign and war to carry out their own brand building and isolation, but the author suggested that the group buy manufacturers do not blindly follow, early or should try to build the brand through public relations, while the latter through the way of advertising to maintain the brand, Because in SM marketing in the current, the value of advertising is declining, and the value of public relations, especially the value of Word-of-mouth marketing is rising rapidly.

In the author's opinion, 2011, is destined to buy the industry's shuffle year and integration year, Groupon has completed the layout of China, but also let the domestic group buying industry's future pattern is full of variables, but if the group will be defined as the electric industry, if from Dangdang (1999), Taobao (2003), Jing Dong (Established in 2004), such as the development of the time course to counter Group purchase mode, then just hot two-year group buying mode, perhaps at least after 3-5 years of intense competition, market development and user training, the market can really show the overall situation.

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