Group buying website Status: Service Shrinking marketing homogenization

This reporter Shansha intern Li Yaowei "138 yuan to purchase the original price of 246 yuan Heta Miller Works 10, another 88 yuan canvas bag one." "Open the Web page, gorgeous icons and the low price has become one of the important signs of group buying sites."　　The recent release of the "2010 China Online Group Purchase survey Report" shows that as of the end of August, the domestic number of enterprises to take shape to reach 215, group purchase number of sites have nearly 500, is expected to reach more than 800 at the end of this year. In the group buying website "Wind", related to the negative news also flashed: Not long ago, 1288 group buying sites because the collection does not ship, shielding users criticize the message, and so on questions attracted a lot of questions, and Pep Net is playing a "human evaporation", more than 400 users in the purchase of film tickets,　　But learned that the studio has never cooperated with the site. "Because the group purchase site to build a station template only tens of thousands of yuan, and find a few cheap merchandise can be organized group purchase, so the entry standard is very low." This on the one hand to create a site for the development of a prosperous situation, on the other hand also appeared the quality of the site of the current situation. How to achieve the restriction and establish the good prestige to the group buying website is the important step now.　　"China International E-commerce Center, said the relevant person. "Shrink" group buy embarrassing to study at Peking University Medical School Cao Tan recently experienced an embarrassing group purchase: "I bought two sets of film tickets and meal vouchers on the website, the business commitment to consumer items include watching any two movies, two snacks and two packages." However, after the cinema, the staff told us that the seats and the matches were specified, that we could not choose, and the snacks had been dispatched. "The service is very good and the breakfast is great." The drinks were exchanged for tea, and the salad served only one. "I've been here a lot before, and the quality of the package is not the same for normal consumption," Cao Tan said. If we had known it would affect the quality of the package, we would have made another plan. In addition to the contents of the "shrink", some group buying sites also because of "toss people" and received "group Friends" accused. "For example, the website promises to consume all the chain stores in the brand restaurant, but when you make an appointment you will find that there is always no seat at the good location." By the expiration of the voucher, consumers can only go to a remote branch to spend. "There are websites and consumers who play word games," said Fang Ying Zhi, a researcher at China's E-commerce Research Center. For example, a website has launched only ' 1 yuan snapped up the original price of 1220 Yuan Color series ' activities, the user paid to know that 1 yuan money is used to draw the lottery, the winner can get these goods. In addition, some group buying sites deliberately raise the original price of the goods, the number of false-buy, or group buying activities containing hidden consumption or extra payments, all let consumers headache. "Fang Ying Zhi said," The main reason for the group buy network is very small start-up funds, only need a server, 35 people, tens of thousands of dollars investment, the threshold is very low. Some people even joked that some group buying sites are ' one person website '.　”　In this respect, Beijing Yu-letter Yi Cheng Information Technology Co., Ltd. general manager Kaijia said, "set up a group buying website Shelf is very simple, but let it achieve benign operation is not an easy thing." A perfect group buying site also needs to include business development, customer service, personnel and other departments. It is said that the realization of all the merchant qualification, credit certification This item, also need a lot of money. In such a context, some of the small scale of the site in the event of a sudden situation, there will be a lack of capacity to respond to the phenomenon of damage to consumer interests. "In addition, because group buying sites are more attractive to small and medium-sized businesses, the actual supply and efficiency of such businesses is limited." So in the face of a large number of sudden influx of consumers, it is easy to create contradictions. "This requires that the site has the ability to estimate and investigate the strength of the business." If the amount of the order is more than the estimated number submitted by the shop, the website should also dare to stop it.　　"Kaijia said.　　Homogeneous marketing makes people tired "sell this one every day", "the number of buyers has limited", in the past six months this originated from the United States with the sale of "suspense" as the core of the purchase site model of the consumer's appetite. "Because it always gives a feeling that you do not know what the site will sell tomorrow, and do not know how to buy the same goods to wait until when." This is the ' curiosity ' that drives users to repeat visits to the site to achieve consumption. "Such a single pattern is very simple to replicate, plus a low threshold, making the group buying site a geometric growth rate," Kaijia said. But because of the single mode, the current domestic group buying website "homogeneity" is more serious. "When only one website tells you that one day is the only one, you feel fresh." But when all Web site interface design, product type, advertising language are similar, consumers will feel tired.　　Fang Ying Zhi said. "It is gratifying that the current domestic group buying sites have also begun their own ' innovation ', such as the past a day to launch a product, now many sites will be in the main product next to place other products, product shelves are not so fast. In addition, there are sites in the mobile phone to open the corresponding platform, as well as the site through the development of the game, to point to cash points to attract users, there has been a ' eight ' benign competition situation.　　"Kaijia said. "For such as group purchase site to serve the main marketing model, ' repeat customers ' is very important, so the site's characteristics and credibility can not be ignored." "Fang Ying Zhi said," rely on ' lose money to make a yell ', simple to attract the eyes of net users, in the long term certainly not feasible. What consumers need is a cost-effective commodity, not a lower-quality product. In addition, the current group purchase site management mechanism has not been sound.　　She advises consumers to pay attention to small details in group buying: for example, the Web site's customer service phone can get through, at any time to develop the habit of saving Payment page screenshots, retention confirmation information; If you eat in a restaurant, if the weight is insufficient, timely take photos; For cosmetics products, suspected to be fake when the original manufacturer to obtain proof. The website "The home" lets the personNot a long time ago, some users in the name of "Regiment Palm Net" of the site to buy a digital camera. However, after the payment of the site has been the merchant in the distribution for the refusal of shipments. A few days later, some users canceled the group purchase, according to the site user agreement, within 15 days users can withdraw the cash refund. "But the site has been postponed again. Then we got the message that the entire website was closed.　　Netizen Wang told the reporter. "Group buying site in China only about half a year. In such a short period of time, a number of similar problems occurred, mainly because the consumer and the information between the site is not right. Consumers are not able to learn from the pages of a website about the strength of the organization or individual who operates the site.　　Fang Ying Zhi said. According to Kaijia, the current group purchase site most require members to pay first, rather than confirm the satisfaction of the payment. This pattern derives from the characteristics of the group buying site. Most of the users in the group purchase site to see movies, meals, singing this type of service consumption mainly.　　For users, after the purchase of purchasing only just started, to the merchant experience before the end. "It's difficult to determine at a certain time whether the user is satisfied with the product." The first way to pay, will lead to when the user needs a refund, the site has the initiative, can find a variety of reasons to delay. This link needs to pass the formal credit attestation, help the consumer to identify the ' home ' of the website.　　"Kaijia said. For group Purchase website Credit Certification field of blank, not long ago our country issued the first "e-commerce Credit certification rules." "Although the rule itself has caused many disputes, but the industry needs to pass formal credit certification to guide consumers to avoid the risk of the target, the industry has reached a consensus." "China Electronic International E-commerce Center related staff said," for ' low entry threshold ' easy to create hidden trouble, the rules also try to through the site registration funds and daily clicks limit to divide. Our original intention is to ensure its compliance and solvency by ensuring the size of the site. "This industry does need formal credit certification to constrain it." "Fierce buy network related person said," The current group buying market does exist many dishonest behavior. Some informal ' workshop-style ' website does not intend to operate for a long time, just follow the fun, but affect the overall image of the group buying site. The site needs to have enough strength to identify and ensure the quality of goods, formal certification for the development of the industry has a positive significance, only in this way to ensure the healthy development of the market. ”