How is O2O group purchase made? I. Home electric Network group purchase before the world This Life

A． Keywords

We introduce the story is about home electric network buy, it has three keywords: home building materials, network and group purchase. Three keywords one can not be less: home building materials are products, the network is a platform, group buying is the way to sell. One of the few keywords is a completely different story.

Imagine that we are using the way to buy the network to sell clothing (products are different), or on the network to sell furniture building materials products (different sales methods), or is completely not through the network to buy home building materials products (sales platform is different), we are describing how different stories?

So, the main content of our story is how to buy on the Internet through the way to sell home building materials products, mainly talking about home electric network Group buying is how to refine.

Maybe we already know some stories about it. But which of these stories is true and which is false? Behind this falsehoods story, what is the hidden insider?

Let's start with the story. How can you know this life without knowing the past? The story is beautiful, but the story behind it is more exciting. In the next few pages, we will continue to reveal the best inside stories.

Two． Once the Cinderella

The story of Cinderella has been heard countless times, but we still get excited when we hear a new Cinderella story. The internet has a memorable Cinderella story. Those beginnings are insignificant, those who start to joke or even be forced by life to produce the humble gadgets, on the internet is always likely to fall into the "accidentally get big" of the Century Lottery box, was carefully summed up as "XX business model", so as to complete the exciting course of Cinderella Princess.

Home Electric Dealer Network group buying, just at the beginning is such a Cinderella.

Back to the Internet 10 years ago, Taobao has not started to address the customer "Pro", Lotus Sister has not yet a show grace, cock silk even don't know oneself is cock silk ... A gang to decorate the cock silk met on the net! They or eagerly to other cock silk study decoration knowledge, or familiar with the tired to give other cock silk introduce how to buy better cheaper home building materials.

Look at our story. The world situation: a world-wide internet platform, a group of the same decoration needs of the cock silk. Confused in their hearts and minds each other day and night collision, up and down to seek that long and repair a far-away way to save money.

In chaos, the concept of "regiment" is forming silently.

One day, such as lightning in the dark sky across, suddenly someone suggested: if we go to buy the same products, business Laocai should give us more discount! Lightning illuminate the long exploration of the decoration of the silk, we have responded ...

So, the first rose up the cock silk, or that most can help other cock silk to the merchant Laocai bargain of that cock silk, naturally became the Cock Silk Regiment "lead eldest brother". Folk, non-profit, to "be able to save a piece of" the slogan to the teeth of the home building material cock Silk Bargaining group, so quietly born.

Three． Spark Business Road

At that time the network platform on the prairie, everywhere is a spark of decoration cock Silk Bargaining group. Decorate the base of the Silk regiment is mostly still BBS forum, a variety of forums, each forum has more or less cock silk. Dick Silk Regiment has a single purpose to a specific merchant Laocai bargain temporary combination, there are organized and disciplined together to bargain with the hardcore team. The Forum's owner became the Cock Silk Bargaining group's "lead eldest brother", or is the group good chop "the lead eldest brother" became the decoration forum the owner.

There are thousands of decoration forums on the ground in China, and there are thousands of "leading brothers". Each "lead eldest brother" has n many fans, they follow the worship of the "leading brother", hand-lifting the bargain broadsword, singing "Unity is strength, buy is low price!" "The Regiment song, Kill to the merchant Laocai.

Let's pause for a moment to revisit the three key aspects of our story:

1 home building materials products. This is the "lead eldest brother" and its fans of the common needs;

2 Network platform. This is "lead Big Brother" and fan meeting to discuss the place, the Internet BBS to decorate cock Silk provides a perfect place to contact day and night: they do not need to meet at all, even do not need to negotiate online at the same time to chop which merchants Laocai and how to chop. They may be familiar with each other's network nickname (net name) but have never seen one side, or even become old friends for many years without knowing the other person's real name. Their contact through the Internet is unlimited, but their real life in the meeting is limited, may be in common with the knife cut to the merchant laocai of the moment; (from this we can understand why the concept of group buying must rely on the Internet to grow and develop.) ）

3) Group purchase. Remember the merchant Laocai is a capitalist. No "lead eldest brother" lead the silk to hold a bright buy bargaining broadsword to bargain, business Laocai will not voluntarily to decorate cock silk bow down the price. Buy means bargain, buy is low price!

Countless decoration forums, the evolution of the results are very different. Some "lead eldest brother" completed their own decoration mission after the glorious retreat, the baton to his successor. Because the decoration cock silk to "lead eldest brother" request is "no lowest price, only lower price", so some can group good chop "lead eldest brother" gathered more fans, others "lead eldest brother" was discarded by the cock silk.

More fans, bigger bargains. "Capital" learned a good "lead eldest brother", saw the bargaining value of labor and use values, they began to buy a paid organization bargain! These "leading brothers" turned the laocai of the fans into a commercial action. Some businessmen have also seen this opportunity, and they began to intentionally and deliberately packaged themselves into a group of "lead brother", trying to obtain commercial benefits from the bargain.

On the other hand, some of the traditional channels are difficult to break through the home building materials merchants also saw the value of group buying, they righteously the landlord trend to buy the "lead brother" request: you will chop me! The fearless revolutionary spirit of "I don't go to hell".

Voluntarily participate in the purchase of businesses, to buy for profit purposes, "lead eldest brother", through the purchase of affordable low-cost decoration users, home electric network group buying business chain began to form! Private, nonprofit group buying began to disappear, and organized group buying, which was aimed at profit, began to take shape. In the beginning each city may have several such home electric network buys the company, until then gradually only then left one or two. Some of the local group buying companies have begun to expand to foreign provinces to become regional or national group buying companies.

But there is a common worry in these home electric merchants ' online buying companies: they need a business model that is recognised by Internet insiders.

Four． O2O Express

The Internet business is about business models. There is a good business model, VCs (in many cases can also be written as crazy, you know), referred to as VC (of course, do not understand as vitamin C), will carry money bag chasing you. Home Electric Dealer Network group buying business has not been the VC approved business model, so long-term to not be valued. This was not until the advent of the 2010 internet group buying wave came to an end. Home building Materials Network purchase finally has its own business model: O2O.

O2O is the abbreviation of English online to offline, the pronunciation is: O (English letter O) nonblank (English "two") O (English letter O), do not like a television announcer to read as "020"!

Oh, although we see "O2O" inside there is a "two", in fact it is not two.

Here we combine group buying to talk about this O2O.

Network World (online) is a virtual world, unless we planted in this virtual world, otherwise always go back to the real World (Offline), the process is Online to Offline. Short say is O2O. What things belong to O2O? For example, you Taobao to "pro" identity bought a baby, waiter products to you, the process is O2O (online purchase, offline received goods). You met on the Internet to let your friends, and then about at which café meet, this process is also O2O (online acquaintance, offline meet). So, O2O is not magical at all, nothing great.

What makes this O2O magical is the rise of the online group buying business. Of course, here the network group buy and we speak of home electric Network group buying is not the same thing (remember we said three keywords, one of the few are not the same.) We'll just have to elaborate on the differences. ）。 Here is the network of group buying refers to everyone familiar with such as buy movie tickets, restaurants to eat, and do a beauty massage what the service. People put these group buying business summed up into O2O mode, namely: Online buy tickets, offline consumption. This is a Big Mac market, the trillion-tier. So on the rise of 5,000 group buy net, a melee, cock silk also almost to no buy not consumption situation. That crazy, imitate "crazy stone" to make a "crazy group buy" film, certainly still describe the madness of it.

One of the craziest results is the O2O business model that the Internet world recognizes. Home Electric Network Group buy those who have become mobile phone's "lead eldest brother", it is very natural to apply the O2O this model. Home building Materials Network buy a O2O time express!

Home Electric Network Group buying finally has the official mode of operation, has been recognized by the Internet industry. It's a great big thing. Although this after the industry and abroad are used O2O to describe the home electric network Group buy, but this group purchase is not the other group (we are familiar with the daily purchase). The difference is determined by the historical search of Home electric network group buying, but also by the product characteristics of home building materials industry. Home Electric Network Group buying O2O, can be simply described as "online aggregation, offline experience and purchase."

We will explain in detail the essential difference between this group purchase and the group purchase. Here we just remember: Group buying is great, group buying is the times, buy future mixed. Of course, group buying is also difficult.

We are talking about the group buying, naturally refers to home electric network group buy.

Five． DNA Summary of group purchase

We have a basic understanding of home Electric Network Group buy the past and present life. In order to better grasp the real identity of Home Electric Network Group purchase, we have to take pains to make a summary of its genetic genes:

First of all, home electric Network Group buying is the user's spontaneous bargaining campaign, is based on the interests of users as the starting point. Therefore, the group purchase marketing in the user's interests to consider, far more than other traditional marketing mode of user status. (Of course, although we will shout "the user benefits above all" in any occasion), there is always a gap between what is said and what is done. What we're talking about here is doing. ）

Second, the main body of the group is the pursuit of low-cost network cock silk. This is what we often talk about in marketing target users, with the shortest statement to describe these cock silk: there is a need for home furnishings, preference for online shopping, do not value the brand and product quality and service, is willing to exchange low prices for the brand's not well-known (oh, I hope you can bypass. ），

Third, the network is the formation of cock Silk Regiment base. Network, especially on the network on the theme of the forum, is home Electric network Group buy the birthplace of group buy the cock silk of the gathering place. Group purchase (not just home electric Network group buying) because of the rise of the network and popular, the root cause is similar to the forum site itself is built around the same theme, the most likely to attract people with common interests spontaneously gathered on the same network platform.

Four, the essence of group buying is to bargain. Whether you like it or sad, group buying is a low price, this is the essence of group buying. There are various forms of bargaining, but ça. Group buying has actually become a symbol of low prices! More accurately: Group buying is a new marketing model of low price promotion formed in the network era.

Finally, those who participate in group buying voluntarily by cock Silk Bargaining group cut black and blue merchant, also buy this new thing should be important composition. In fact, group buying has its own rules of the game, not any merchant will play group buying this game. So, follow the network group to play some home building materials merchants, have a special understanding of group buying, has a special business skills. This is also particularly vulnerable to neglect.

(This article is the original, only representative of the personal point of view.) All rights reserved, reproduced or quoted please indicate the source. Thank you! ）