Guo: How to operate the group buying website?

The international group called B2T (Business to the team), is following business-to-business, Business-to-consumer, Consumer-to-consumer after another emerging e-business model, it is a consumer through the network for business activities of the model, that is, C2B (Consumer to Business) mode. According to the industry analysis, according to the number of group buying and order the number of goods, consumers can buy from the network from 5% to 40% concessions.

The advantages of online group buying reduce transaction costs. By participating in the network group buying, can effectively reduce transaction costs, so in order to ensure the quality of products and services, under the premise of lower than the lowest market price to buy the right goods.

The consumer grasps the initiative. Network Group purchase completely broke the traditional trading model of the weak position of consumers, improve the market opacity, information asymmetry and other phenomena, so that consumers better grasp the initiative, choose their own needs of the most satisfactory goods and best quality service.

Consumer rights are protected. In general, the group buy initiator has a strong ability to identify products, in addition to the strength of the team is always greater than the individual, in the event of commodity quality disputes, group procurement can increase the bargaining chip, so that the interests of consumers to obtain a greater degree of protection: not only can buy inexpensive goods, but also to enjoy more quality services.

Meet the needs of consumer personalization. In the traditional consumption mode, because of the huge search cost, some personalized consumption behavior can not be carried out. But now through the network, consumers can unite some of the fun and congenial personality consumers, forming a certain market size, at a reasonable price to enjoy the most special products and services. Enhance consumer product knowledge. Group buying groups can also enrich the knowledge and experience of individual consumer-related products and increase their bargaining power through exchange.

Reduce sales channel costs. Through the network group buying, merchants can increase the volume of a single pen, shorten the trading channels, thus conducive to distributors and manufacturers to reduce the cost of sales channels to achieve economies of scale.

Speed up shipments. Network group buy concentrated a large number of consumers, buy a large amount, you can speed up the dealer's delivery speed, reduce the manufacturer's inventory, improve inventory turnover speed and cash turnover, thereby increasing profit margins.

Win customer loyalty. Buy through the network, manufacturers can quickly seize the market, to obtain a certain degree of visibility, and then through the follow-up to perfect after-sale cooperation, and ultimately win customer loyalty.

Understand product information. For the promotion of new products, online group buying also has a role that can not be underestimated. Through the network buys, the enterprise can realize the consumer's purchase information real and fast, thus produces the more marketable product, to some extent alleviates the information asymmetry.

Network buy the shortcomings of the transaction for a long time, the turnover rate of low network group buy is based on the network platform for the purchase of activities, mainly through the promotion of personal or website, inviting consumers with the same willingness to buy to participate. However, the current domestic network stability is not enough, resulting in many consumers agree to participate in group buying activities, it is easy to change the mind, the withdrawal of the purchase activity, resulting in the transaction time extension, the success rate is low, the whole group purchase activity failed to achieve the desired effect.

Merchant cohabitation, group purchase into a promotion with the growing popularity of group buying, many businesses began to borrow in the name of buy, advocating to let consumers, in fact, just disguised as a promotional. Through this "fake group buying", the business is equivalent to the discount promotion, and the consumer in the sale and purchase activities only through the "new form of discount" to get less than the market price of goods sold. Such behavior is not the original intention of consumers, can not attract more people to join, the end can only be aborted hastily, thus can not achieve benign operation, resulting in a vicious circle of online group buying, more consumers do not want to believe in online group buying.

Website Construction, the organization does not regulate the current domestic many group buying website organization and operation are more irregular, almost no one group buy site can provide a clear price curve, some Web site in the consumer login interface, still can not intuitively understand the current number of group buying, price and other important information, Significantly reduce the availability of group buying sites and the attractiveness of consumers.

After-sales service is difficult to network group buying is often based on a specific purpose and organization, often difficult to organize, which will give consumers in the future action to bring greater difficulties.

The profit model of group buying website

Commodity direct, to "buy" the name of the direct landing on the website of commodity information for direct sales, where the source can also be their own purchase, or cooperation with merchants to sell, direct access to merchandise sales profits. Commodity Direct selling is the traditional way to realize the basic profit in the operation of the website.

Activities Rebate, the site as a business and buyers in the middle of the bridge, the organization has a common demand for buyers to the business collective procurement, after the business to the site to pay the return on profits, that is common in the life of the "rebate" form. Don't underestimate this "rebate", he is one of the most likely to be your most profitable way. Buy goods small to daily necessities, big to electrical appliances, building materials, decoration, automobiles, real estate, etc., if you successfully organized a large procurement group, such as buying a car regiment, buy a house group, only one activity of the merchant profit return small to tens of thousands, large to a hundred thousand of or more. Now some large group buy site known as thousands of people buy will even have million people group buying will, this large-scale procurement of its profits generated by the big can think.

Business fairs, can be held without a regular business exhibition exchange, merchants can take this opportunity to promote new products, trial, can face-to-face contact with customers, receive advice and orders and to understand the needs of customers and suggestions. The website collects the booth fee from the merchant to obtain the profit.

Advertising services, group buying sites in addition to the regional characteristics, his audience is generally equipped with the consumption, purchase capacity, to buy the crowd, for the business positioning precision, targeted, low-cost, it will become the best advertising platform for businesses.

Sale of membership cards, "IP member" is used to highlight the user "distinguished identity" common way, in the young people, especially the student population is very popular. Group buying site can be issued by the form of membership card to allow users to promote the "identity", the site can provide card members with cheaper commodity prices, more intimate service, you can allow card members directly in the cooperation of the Merchant entity shop "buy".

Branch station to join, when the site developed to a certain influence, virtually already for you to do project investment. At this time can provide authorization to the franchisee to set up a separate station for the franchisee to provide network platform, operating experience, share the site brand. At the same time to get the franchise fee also expanded the influence of their own size.

The countermeasure analysis of the network buys

Group buying enterprises should strengthen horizontal communication. Group buying enterprises through the horizontal exchange, can expand group buying audience, improve the sale of group buys, at the same time, can also through the interaction of enterprise peripheral resources, with the help of value chain, relationship chain and so on, to achieve mutual benefit between group buying enterprises, win and win more good results.

Group buying enterprises should dig deep sales channels. Through vertical cooperation, the sales channels to form the corresponding interests of the alliance to achieve corporate interests redistribution, resource sharing, in order to jointly operate the group buying market.

Group buying enterprises should continue to broaden group buying level group buying enterprises can use the deep development, fully integrated access resources, the mission to purchase channels longitudinal development, interlocking, full use, in-depth development of sales channels, and by virtue of incentives, assessment and other means to promote the level of group buying to continue to expand, and finally achieve a "full net, focus on fishing" Group buying results.

For consumers, in the network group buying should also be eyes, identify some of the existence of the trick, illusion, really grasp the initiative of group buying. Government departments should take measures for the government departments, should be promulgated as soon as possible some relevant laws and regulations to standardize the group buying market.

With the "big start" of the group buying site, it will naturally welcome the "big Fall" of group buying website. However, in this situation, a few happy families, who can laugh to the last, is the so-called Big station separation? Or is it more of a small station? In this kind of fittest, fierce competition, the powerful combination, pay the way diversification, pay attention to innovation, is the future of group buying site! (Wen/Guo, expert member of China Internet Association)