How to analyze group buying to die?

24 coupons eventually fell down, some people said that 24 coupons are filled with a lot of accidental factors, but I would like to say that all accidental occurrence of the event behind must have its inevitable driving factors, history has always been so!

I remember last year I wrote an article, "written in the 24 coupons before the fall," mentioned some of the problems at that time 24 coupons, I think http://www.aliyun.com/zixun/aggregation/13338.html "> The process and reason for the decline and failure of Chinese group buying sites is nothing more than these points, and I can conclude with a sentence: Group buying is hot, then swarming, then because the market capacity is limited began to play price war, keep burning money, and then attract investors dilution founder shares, eventually investors were "kidnapped", Then investors are unwilling to continue to invest, the site is unsustainable, and finally closed.

Group buying is a very clear and bright electric business model, but the closure of group buying is also very clear, at a glance. But is that really the case? Or is it really just that? Through a period of visits, I learned some new situations.

Several big group buying website Find the same organization brush Baidu Index

Baidu is the largest Chinese search engine, but also the most important Chinese netizens are the flow of the entrance, and correspondingly, Baidu Index has become the various industries and enterprises are hot vane, and then the businessmen put their ideas hit Baidu index head.

But there is a funny thing is, because the brush Baidu Index technical content is high, the domestic master this technology company not more than 3. Buy the most popular time, China's several big group buy website unexpectedly all looked for the same company Brush Baidu Index, a time let search engines and netizens thought that these several websites is the most popular group buying website. and the company responsible for the number of companies to buy the site to brush the price of the power, make a pot full of.

We think of an industry does not make money, but parasitic this industry some enterprises to make money, this industry can develop healthily? The end result is also true, the group-buying site because of this kind of marketing companies pay the effect does not match the funds, but because of their lack of funds into a dilemma.

Collusion between internal and external corruption

Sometimes it's not the enemy that beats yourself, it's the one. Chinese people have always liked collusion inside and outside, eating away the public resources to fatten themselves. However, let us investigate the reasons for the internal corruption, can be four words to describe the mismanagement. The reason for mismanagement is because the pace is too fast, the pace is too fast to pull the eggs.

A local manager at a group buying site went to a restaurant to discuss cooperation. Originally 20 Yuan can win the package, he but the delegation to buy the site to the restaurant owner out of the price of 25 yuan. The trick is that he will and the restaurant boss formed alliance, the superfluous out of the 5 yuan privately divided, so even if 55 divided into, each package will have 2.5 yuan into the manager's private pocket.

This "ingenious" method by each big group buys the website the manager to imitate, thus becomes prairie. With so many moths, group buying website does not fail to be strange.

Buy bags, sell dead.

The list is not what you want to talk about. Group buying industry is known to be a profit model of the simplest industry, but we may ignore the group purchase site to talk with the merchant is actually a very difficult thing.

Group buying is also a O2O industry, and O2O industry grounding gas is very very difficult, combined with these days micro-letter and business co-operation can be seen, even Tencent such giants are in front of some traditional merchants to eat the cold shoulder. What are the advantages of your group buying websites for traditional companies to work with you?

In order to occupy the market, group buying site to the impact of sales in the first place. What user experience first, not satisfied with the retreat policies are all about outsiders, we are adults, what should believe what should not believe I do not say more. The result is that in the group buying site internal sales staff status is very high, a good sales and a poor sales income may be 10 times times the gap. In order to impact sales, many group buying managers talk about a lot of "bag buy bag sell" list, advance all the money to the merchant.

The emphasis here is "bag buy bag sell" meaning, if is the manager of group buying website and a restaurant to talk about cooperation, a original price of 100 yuan package 50 yuan to fix. But the restaurant manager would say, "What are you fooling me for?" I don't know you guys? This time group buying site was the smoke of the market to the mind, many will say: "Nothing, we have bought, the premise of the money to you, this time to buy you 200,000 (in fact, this sounds ridiculous, but it is true." In order to let outside thought that a group buying website is very hot, once in the early 2011, Beijing has a number of restaurants in a single package of hundreds of thousands of of the purchase amount of money you sell it. "The restaurant owner would think," This is good, give me so much money, bought me 200,000, even if I closed the restaurant I have made money. ”

In this way, group buying industry "bag buy bag sell" also flourished, "bag buy bag sell" plus "collusion of interest" is more lively, and a live off of the group to kill the site. That's why we often see some of the reasons for the financial problems before some group buying sites go bankrupt.

Summary: Buy, are dead in their own hands, do not complain about investors and the market.