Group purchase consumption from PC to mobile end mobile internet to promote industry two times integration

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Group Purchase Navigation site Group 800 recently released the "first half of 2013 group purchase Survey", published the first half of the domestic group buying industry-related business data, and listed the group buying industry occurred five important changes, especially noteworthy is that group buy PC side business is moving to the mobile end. With the popularity of smartphones and the rapid development of mobile internet, mobile end has become a battleground for group buying enterprises. In the future, the major group buying site is bound to be in the mobile field constantly exerting force, in order to seize new development opportunities.

Shift from PC to moving end to trend

According to group buying navigation website Group 800 released "first half of 2013 group purchase Survey", the first half of 2013, domestic group purchase turnover reached 14.13 billion yuan, more than 2011, the equivalent of 2012 66%. This has not only reversed the trend of slowing growth in the second half of the 2011 year, but also increased significantly in half a year. Annual sales of 2013 are expected to exceed 30 billion yuan.

At present, the group buying industry is changing itself. Group purchase has been from the original pull new tools gradually evolved to recruit repeat tools, preferential packages, electronic coupons, coupons, credit card discounts and other discount measures, are becoming merchants to attract users of the common means. In addition, the group purchase market vision from the one or two-line city to the three or four-line city, although the three or four-line cities are relatively dispersed, remote, not easy to be concentrated digestion, but three or four-line cities still have the potential to change the current group buying industry pattern of latent energy. At the same time, the first half of 2013 group buying category data also changed. Before, the proportion of group purchase turnover is a big meal, so that group buying is about equal to the group eat and drink. But as of June this year, the leisure and Entertainment class group account for the first half of the total turnover of One-fourth, buy now can be about equal to the group of beer and Skittles.

The most essential change in the group buying industry is the growth of mobile end users. The current domestic group buying industry mobile end and PC end business accounted for about 3:7, and the Regiment 800 report forecast, by the end of 2013, domestic group purchase mobile end and PC end of the business 7:3 upside down. It is reported that the major group purchase site in 2012 at the end of mobile traffic and sales accounted for less than the average of 30%, a short six months, some of the leading Web site this ratio has been over 50%. Visible, group purchase consumption from PC to mobile end has become a trend.

Mobile end brings new points to industry

At present, the size of group purchase users almost face a "zero" embarrassment. To this end, the group 800 co-founder Hu Chen analysis points out that the main reason for the group buying industry turnover is to reduce the discount rate of group purchase, but only by the increase in the unit price to support the continuous growth, the future group purchase user size will rely mainly on mobile clients.

As we all know, the mobile end has no PC on the time and geographical constraints, and with the continuous improvement of smartphones, mobile internet shopping user experience is also gradually improved, user acceptance and recognition of increasing. Through mobile location services, more merchants have the opportunity to contact the nearest consumers, at the same time, mobile phone group users are often in the vicinity of the merchant, so the next single impulse is higher, the price discount than before the tolerance is higher, so the mobile phone purchase in a number of specific categories have made explosive growth, such as movie tickets, catering and so on. Some consumers are keen to buy, and thus the "1-hour consumption" phenomenon. From the whole mobile end of the market view, in consumer demand, mobile end group buy more to meet consumers anywhere "on-demand", more can stimulate user consumption frequency.

In the "mobile group" to catch up with the "PC group" led by the major group buying site frequently in the mobile client exerting force. Gao Peng uses the relationship with Tencent to combine with Tencent's micro-letters. Micro-letter one-on-one way more easily launched mobile E-commerce, high-peer network as a cut-through, can more accurately product information to the users who need to push. In addition, based on lbs location of fans, Friends Circle Interactive Way, in the mobile end easier to communicate between users.

In addition, the United States Regiment, handle, glutinous rice and other group purchase sites through the movie tickets, hotels and other segments of the client, but also trying to move the end as a new business breakthrough and focus.

At present, the domestic main group purchase site from the mobile end of the transaction accounted for 10% to 30%, but compared to the originator of Groupon from the mobile end of the total flow of traffic accounted for about 70%, in the North American market has more than 40% of the transaction from the mobile end, there is still a certain gap.

The new pattern of mobile Internet brewing

Group buying industry after shuffle, group buying site has been from "Rob 10" quietly into the "Ten into Five" competition, group buying industry oligarch situation has been formed. In the user from the PC "transition" mobile terminal background, group purchase sites have grabbed the market share of mobile, a mobile end of the war is set off.

According to recent data from Alipay, transactions that use mobile devices to buy live services have entered the breakout period since the second half of last year, with a total of more than 15% per cent of overall business transactions in the whole year, and a 27 times-fold increase in life-service deals from mobile terminals over the previous year. And many group buying sites have also said that their mobile end of the income has accounted for more than 30%, of which the public comments on the mobile end of the traffic over 60%, the monthly browse volume 1.4 billion.

In the increasingly competitive today, the traditional single business model has not worked, many well-known group purchase sites are trying to find a new business model, opened a number of profitable road. and mobile client market prospect is broad, enter the mobile domain will become the new direction that buys the website development. At the same time the mobile end of the market opportunity to stir up just into the oligarch era of group buying melee, this is undoubtedly to the public site to bring development opportunities, at the same time or will set off a new round of the industry reshuffle.

At present, several big group buying oligarchs have shifted their strategic focus to the mobile group buying market. Wang Huiwen, vice president of the United States Group Network, said the United States will recruit long-term mobile talent, and glutinous rice Network has long been moving the end as "the second battlefield"; Litters Mall Chairman and CEO Xu Maodong at the annual meeting revealed that the 2013 company will focus on mobile, mall, delivery system, in-depth regionalization, such as the 7 major strategies, One of the core strategies of the company is mobility.

On the mobile side of the new battlefield, the group buying site will face more competition. Although the Professional group purchase site Online services have laid the foundation, but the mobile end of the product development and operation is still relatively weak. It is expected that in the next year, the group buying industry on the mobile end will be launched technology and marketing two-way fierce competition.