Group buying website to open comments to attract consumers

Absrtact: Since 2012, the overall rating of the business, the United States Group Network, handle network and other group buying site has not long ago opened a low-key user information for the merchant, coupled with the early release of business comments on the high net and thousand products network, as well as their own business started

Since 2012, the overall rating of the business, the United States Group Network, handle network, such as group buying site has not long ago opened a low-key user information for the merchant, coupled with the early release of business comments on the high net and thousand goods network, as well as their own business started by the mass comment Group, The major group buying websites have opened the comment information to make the consumer decision-making entrance dispute escalation. Quality Road Consulting analysis that, for a long period of time to look at the public comment network will still be the life service O2O domain dominant consumer decision-making entrance; in the long run, the information based on the real transaction will gradually replace the original information, the Life service O2O consumption decision entrance will present the trend of decentralization.

First, the group buying website has opened the comment information to attract the consumer

China group buying industry since 2010 in China, after 2011 years of Great Leap Forward, the market in 2012 into the rational development stage, group buying site originally rely on crazy advertising investment and ultra-low discounts to attract consumers strategy is unsustainable. To this end, some of the group purchase site in 2012 years after the opening of the overall rating, to give users to make purchasing decisions to provide a reference. Around March 2013, the United States and the nets and handle nets low-key open the user comments on the business information, hope that through the real comments to attract consumers, to improve the site as a consumer decision-making entrance competitiveness.

Quality Road consulting that the discount is one of the most important reasons for consumers to make consumer decisions, but consumer decision-making is closely related to consumer information. For the frequently changing life service market, information asymmetry always exists, and users need to refer to the relevant information of the business to make consumption decision. For group-buying sites, relying on ultra-low discounts to attract consumers in 2012 years after the strategy is more and more unsustainable, buy single discount rate began to return to normal level, group buying mode began to life service O2O transformation, comments on information as a consumer decision reference indicators of the importance of an upward trend.

Second, based on real transactions generated comments information more valuable

Mainstream group buying site very early on the consumer's evaluation of the business, often to the consumer rating as the basis for the selection of businesses. In order to obtain the real evaluation information, the group buying website will be the first time after the purchase coupon to invite the consumer to send the customer to score and writes the comment, the group purchase website often takes the integral even the gift certificate as the incentive. Due to the lack of data, at the same time under the pressure of business, the vast majority of group buy site for a long period of time to business evaluation and comment on the information open cautious attitude.

With the group buying industry to the fittest, the market developed to 2013 years after some of the group buying site gradually become the dominant market, regardless of the amount of data or the right to speak of businesses are significantly improved, open comments on the information become a realistic and rational choice. Product Consulting think, and the previous different forms of comment information, group buying site reviews information is based on real transactions, so whether it is for consumers or businesses are more reference value. The Life service O2O the market development early, the information rich degree is the first consideration, the market develops to a certain degree, the information saturation or excessive makes the real objectivity more important. And with the advent of the mobile Internet era, the importance of information-rich degree will be reduced when making consumption decisions, and the objective and short evaluation based on real transactions will be paid more attention.

Third, life service O2O consumption decision entrance will be increasingly decentralized

The whole market of Chinese life service O2O the trend of developing from information display mode to business transaction mode. Compared with the information display, the business transaction is more penetrating into the industrial chain, and the business transaction mode is more efficient in the commercialization of life services. Nevertheless, as the most basic attribute of goods and services, information is still the most important reference factor for the formation of consumption decision. At present, the public comment network with 10 years of deep life service O2O Market is the user to form the first import of consumer decision-making, in a longer period of time its dominant position will be difficult to shake.

Quality Road consulting that, based on the real transaction of the comments information will be more and more users trust; for many life services O2O online Enterprises, the accumulation of data based on real transactions and reviews information is critical. At present, there is a certain gap between the enterprises in the consumer decision-making entrance competition, but as each home almost the same level of accumulated data based on real transactions and the number of businesses closer, coupled with the mobile internet age part of the deep into a particular area or a specific area of the enterprises will be part of the market share, In the long run, life service O2O consumption decision entrance will present the trend of decentralization.