How is O2O group purchase made? Seven. The home building materials network buys the activity place

O2ohttp://www.aliyun.com/zixun/aggregation/13147.html "> Online group purchase activity is an important factor, is the choice of venues." It can be said that the choice of venues, not only affect the number of users to participate in group buying, but more importantly will affect the atmosphere of the activity site, thus affecting the activities of the sales results.

Network activities in the first place, such as hotels in the space, and later, as the size of group buying activities expanded, the space of the activity venue is also growing. However, how does the space of the activity field affect the effect of the activity? In the huge traditional home building materials shopping malls and how to carry out online group buying activities?

1. The traditional site of online group buying activities

Since the home Building materials Network Group purchase began, the hotel's conference room has become the preferred activity. So far, there are quite a lot of home building materials Network Group is held in various hotels in the conference room.

Select the hotel conference room as a network group buying activities venues, with the following advantages:

1) location. Close to the central area of the city, convenient transportation;

2 grade. Although the network buy map is cheap, but still need to meet the psychological quality of netizens to pursue, because after all, home decoration is a sacred mission. Just imagine, if we are in the vicinity of the market to organize online group buying activities, to users of the impression will be what?

So, in the hotel held home building Materials Network Group purchase activities, expensive is some, but "grade" is necessary;

3 atmosphere. What is online group buying? Frankly speaking, the network buys is one kind of conference marketing. Conference marketing is about the whole process of the guidance of the Conference, through the creation of atmosphere, enhance the desire to buy participants. Therefore, the network group buying activities on the activities of the site is a considerable demand.

Hotel room is often a closed place, space is not small, there are 500-1000 square meters. In such a limited enclosed space, the first feeling of the participants will be "a lot of people" and "very lively", this first to some extent to eliminate the users fear of deception.

Many people and limited space, other people's buying activities on the panoramic view. If a merchant has a lively queue under the scene of orders, immediately will be the field of all the users see, more easily create "Today's order is definitely cost-effective" psychological atmosphere.

In the limited space to create a buying atmosphere, the conference marketing is the core link. At the scene of different psychological, temperament is always the leader under a single, rational netizens in this lively atmosphere, also will become "temperament" point, so the hotel organized the network will often appear to open a single amount of a very many phenomenon.

If the hotel in this limited space to bargain, it is not the general lively, but lively, so the effect is particularly good.

2. Evolution of the venue

Logically speaking, in the hotel to carry out home building materials Network Group buying has this many advantages, the hotel model of the network group will continue to grow and develop, but it is not.

There are several possible reasons for this:

When a group buying site gradually through the hotel group buying activities developed, the hotel model activities can not meet the needs of development. At this time, group buying network needs a fixed place of their own activities to enhance their corporate image;

Behind each group purchase site, there are a group of merchants who follow the group buying. Group buying sites need to have a long-term display of these merchant products space, and hotel-style group buying activities can not meet this demand;

For those who are pure online group buying, they also need a fixed space to display their brand and products to end the former "Hotel nomadic" mode of operation;

Group buying sites need to be developed. The room in the hotel room seems to be more crowded, the larger temporary space rental is also expensive, so there is a tendency to choose a fixed place.

So the development of the group buying network needs a new fixed space to carry out online group buying activities. The new site, known as the online Experience Center, has emerged.

Compared with the hotel-style online group buying activities, the new Offline Experience Center has the following features:

Larger space: generally 5000-10000 square meters;

Fixed merchant booth. But compared with the traditional home building materials shopping malls, the booth area is much smaller and much less shabby;

Active private space. In addition to merchant booth, there are activities reserved for group buying activities, which can be used as bargaining, lottery and other activities of the venue.

Can be seen, originally as only the site has no offline base group buy network, in the early stages of development, began to establish the line under the base-experience center, to change the past group buy no fixed place of the "nomadic" business situation, began a new development.

But it turns out that this step is not easy, so so far, in addition to very few group buying sites, the vast majority of group buying network does not have its own offline experience center.

3. Traditional shopping activities

Focus on the traditional home building materials shopping malls to hold the various issues of network buying activities.

For grassroots Network group buying site, is a dream to enter the magnificent traditional home building materials shopping malls to hold online group buying activities. There are a number of first-line brand, there is a luxury product display, there is more room for activity. Buy site How many dream of Dongdong, in the traditional home building materials shopping malls have been achieved.

However, when the online group buying activities officially began, we found that all the good has become a new problem.

The original do not buy activities is the participation of merchants, especially the first line brand business participation. Now the mall has many brands, especially the first line brand. Originally thought are group buying activities in the bag of things, but to the real activities of investment, only to find the brand more trouble. General shopping malls have 300-500 brands, many can reach thousands, but a group buying activities can bring the flow, up to only dozens of of the flow of the brand demand. Which brands do you want to take part in your group buying activities? If the activity of the merchant to pay the activity fee, how can you lock the traffic to the merchant and not let it next door does not participate in the activities of the merchants to rub free flow?

Then came the question of space. Hundreds of people in the hotel to buy activities, you can use Hee-hee to describe. But even on the Chi people came to a tens of thousands of or even hundreds of thousands of square meters of home building materials market, also like Niniuruhai, blink of an eye disappeared. We discussed earlier that online group buying is a form of conference marketing, it needs to rely on the atmosphere of the scene to drive group buying sales. What kind of atmosphere is there to talk about now?

Most of the network group buy headaches, or the network purchase activities and shopping activities between the conflict. As we all know, now the traditional home building materials shopping malls almost no traffic and sales, the vast majority of users of the mall traffic and sales are only produced on the weekend. So the weekend has become a major shopping malls promotional activities to strive for the flow of each other moment. This is also the best time for online group buying activities. Should the online group buying activities and other promotional activities in the mall be done together? How do we do it together? Dealing with these problems may be a lot harder than planning an online group buying event itself.

Heaven has its own tangle of heaven.

4. The dialectic of space and effect

In terms of online group buying activities, it should be just the beginning. Next no matter is the network buys the website to develop the new offline activity place (for example the Offline Experience center or the miniature home building material market and so on), or the traditional home building material market channel uses the network buys the way to increase the market flow, the activity place space and the effect dialectical relation should be the primary consideration question

At present, should be on the network group buying activities in the home building materials industry in the role of the development of a more consistent understanding. However, how to solve the development of online group buying with the increase in activity space and as the number of merchants increased, still able to maintain the atmosphere of the online group buying activities, to maintain the purchase activities of the merchants are able to benefit from group buying activities, so long-term support network group buying activities, but there is no effective way, exploration is still in progress.

Written here, suddenly reminded of the industry's controversial "blasting Marketing", which is a large amount of space to gather huge amounts of consumer marketing activities. In contrast to what we consider, this activity is often attended by only a small number of businesses (often around 10). We call the Merchant Alliance to participate in this kind of activity.

What is the connection and difference between blasting marketing and the online buying activities we are talking about? How to absorb the essence of the blasting marketing in the online group buying activity? See how the O2O group purchase was made? "Series eighth: Home building materials Network group buying Merchants Alliance.