Group Purchase service upgrade battle: Around Mobile, difference, refinement

Wu Yansu Picture This reporter Lu Xianwen annual International consumer rights and interests, all kinds of consumer rights issues again heating up, and this year a major focus is on the consumer complaints. According to the China e-Commerce Research Center recently released the "2012 China E-commerce user experience and Complaints monitoring report," last year through the online submission, telephone, mail, instant messaging and other forms, a total of users throughout the country received e-commerce complaints nearly 93600. Specifically, online shopping complaints accounted for 55.4% of the total complaint ratio, network group purchase accounted for 21.32%, mobile E-commerce accounted for 5.36%;B2B network trade accounted for 2.53%, other e-commerce complaints accounted for 15.39%.　　Compared with the previous year's report, the proportion of complaints against online group buying has shown a significant downward trend (the 2011 figure is 25%), from this point of view it is not difficult to find, a once because the service has been criticized by the industry, is quietly changed. Group buying chaos like once triggered a crisis of trust if back to see 2010 years of Internet industry, buy must be cannot ignore the key words. Following Groupon's success in the US and even global markets, the new E-commerce model, which was born in 2008, swept across the country overnight. According to statistics, at the end of 2010, the number of domestic group buying site more than 2,612. Including the major portals, Taobao, Carrefour, Beijing-east and other giants have tried to buy the water, the wind to buy the mode of the hot bouquet also let the group purchase site crazy expansion and competition tends to white-hot. However, because the industry emerging stage market lacks the corresponding regulation mechanism, the construction station low threshold, buys the website to be mixed, the negative report about buys more and more, the consumer complains high.　　In the rapid expansion of the group buying industry, a service crisis has been escalating. The 2011 CCTV 3 15 party has put group buying chaos like in the spotlight. Group buy site sales of fake and shoddy products, do not audit group Purchase Enterprise qualification, return and replacement difficult, can not guarantee the quality of goods, false discounts and other issues were exposed. American group NET, handle net and full net and so on group purchase website are named.　　For a while, group buying site was questioned by all sides, service crisis has evolved into a trust crisis. At the same time, the industry's leading group buying site also realized that the group buying industry surface prosperity behind, a change is imminent. glutinous Rice Network general manager Shenboyang said at that time, group buying itself is a very good profit model. For the merchant, it can help the local traditional merchant net, at the same time, provide a broad marketing platform for the merchant. For users, it offers inexpensive and affordable services that make life easier for consumers. and group buying website can also through continuously improve operation efficiency, optimize service system and establish good brand image, improve profit margin, obtain bigger market share. Only to get merchants, users, Web site, the three win, is a healthy sustainable development of the group buying mode. However, in the early days of group buying, thousands of group buying sites that were quickly generated in the regulatory gap were only attracted by low prices, selling and ignoring clothing, it is clear that the group buying mode into the misunderstanding, but also make the industry development into bottlenecks. Industry reshuffle relies on service but now it seems that the crisis has also become a big change in the development of group buying industry. It promoted the industry's survival of the fittest, the group buying industry service standards can be quickly set up, and evolving, and those who can not meet the standards of service sites have been lok. Experienced the brutal growth of the group buying industry, the industry's leading group purchase site to realize the need to strengthen the user online and offline experience, to ensure the user's consumption quality and after-sales service, this is the group purchase site to survive, and development of the cornerstone. "The core of the group-buying site is to build bridges and provide services between the needs of online users and the value of offline merchants." Consumers do not care about O2O, mobile Internet These popular words, they are concerned about the real quality of service and user experience. This is also the direction we have been working hard.　　Said Sun Haiti, vice president of Glutinous Rice network. February 2011, the United States to launch the first "7 days without an unconditional refund" and "consumption is not satisfied with the prior payment." Handle Nets, litters group group purchase sites have also launched the "first payment" and other user rights and interests protection services. The same year March, glutinous rice, handle and other websites pioneered the "12315 Green channel", a common commitment to build security and integrity of the network buying environment. Through the "Green Solution channel" consumer group purchase disputes can be efficiently and quickly resolved, greatly reducing the cost of the consumer complaints time spent. In this, group buying site has gradually established a good brand image, improve customer loyalty and satisfaction. In addition, to complain about the hardest hit in the kind of physical group purchase business, glutinous Rice Network has built a light logistics center and the industry's largest product quality inspection center, given the "lightning shipments", "Safe distribution", "Quality Assurance", "false one compensation," and other perfect consumer experience commitment, and constantly challenge the domestic kind of buy "slow delivery, more fakes, after the sale of procrastination"　　and other industry ills. Into the 2012, the group buying industry service upgrades into a new stage. Glutinous rice, the United States and the group and other sites have launched the "at any time" function, replacing the original "seven-day refund." Whether it is impulsive purchase, buy coupons expired, or consumption is not satisfied, users buy coupons can always apply for a refund. This allows consumers to buy all without risk, solve the purchase of the worries of consumption.　　The introduction of this service commitment in the industry caused a greater shock, the industry threshold to upgrade again. 2013, from the crazy expansion, thousands of wars, capital winter out of the group buying industry quietly ushered in a spring. Group buying site also from the blind enclosure gradually tend to rational, more attention to establish the site's brand and reputation. At the end of last year, several group buying sites announced profits, it seems that people see the future of the group buying industry is within reach. October 2012, full network announced a profit of 1 yuan; Subsequently, the litters network and the United States Group Network also announced profits, the United States Group Network Wang is announced 2015 years plan sales to achieve the target of billions. For a while, experienced a number of shuffle of the domestic group buying industry seems to be ready again, a new competition service and brand buy bigThe battle is quietly underway. The advent of the mobile era of forced service upgrade mobile internet era has changed our way of life and access to information. At the same time, the user's consumption habits are also changing. Consumers to buy more rational, no longer simply to pursue low prices, but more emphasis on the convenience of group buying and consumer experience. People may be shopping at the same time, take out a mobile phone to search the nearby group discount information. In this way, the purchase site has become a preferential information distribution, and group buying behavior tends to be at any time, conveniently.　　However, the general requirements of the purchase service in advance booking has become a hindrance to the development of mobile phone group purchase a mishap, the service upgrade is urgent. Group 800 founder Hu Chen said, group purchase development so far, people have from the impulse of hoarding buy coupons into on-demand purchase, the popularity of mobile payments so that users need to buy the demand to meet.　　However, only to solve the consumer "easy booking difficult" problem, so that the purchase is used to become a reality, buy can really go to normality, so that consumers at ease to buy, no worries. At present, the glutinous rice network first launched a group purchase without reservation service. The reporter noted that in the sticky rice net mobile client, the reservation-free group purchase has been clearly identified, and on its PC page also added "No reservation" filter label. Users to buy such products, do not need to call the business advance booking, you can go to shop consumption, fundamentally solve the problem of difficulty in booking.　　To glutinous Rice network Beijing Station, for example, the purchase of the book-free items have accounted for about 20%. According to the data provided by the Regiment 800, since 2013, the mainstream group buying site group Buy products in the "No need to make an appointment," the gradual increase.　　To occupy the group buying market size of nearly 60% of the catering group, for example, from January 10 to February 25, the nationwide online sales group 110,319th, of which 15,710th groups directly labeled "No need to make an appointment", accounted for 14.2%, and this ratio in half a year ago only single digits. Based on lbs (location-based service) group buying mode and the potential and prospect of mobile internet display, we give the group buying site huge imagination. "The strong geographical attributes of a localized service group can precisely meet the needs of user mobility." Mobile internet has given us a lot of development space, but to really make it into reality, but also rely on the user experience and constantly improve the quality of service, "glutinous Rice network Vice President Sun Haiti said."　　According to the introduction, glutinous rice Network has nearly 20% of orders from mobile terminals, the future is expected to reach half the number. Unlike previous capital wars, there is now a battle around the mobile, differentiated and refined group buying service. And who's going to be the last winner, and it's up to the user to vote.