In-kind group buying is the short-sighted behavior of evasive action

"They have a large amount of physical group buying is based on the consideration of the capital market, and once too dependent on physical group purchase, the site itself will gradually lose competitiveness." ”

There have been two notable events in the recent group buying industry, the first is the end of May, the original Cotton CEO Lin joined the Jing-dong, as the director of the physical group buying department, another is the early July United States network confirmed the acquisition of a real purchase of the site to buy a net, fierce buy the original CEO Zhang Zhiyong joined the United States Regiment as the newly established group purchasing Director Two things common keyword is in kind group buy, also can be called Commodity group purchase, and the mainstream of service group purchase corresponds.
To do the physical network to buy from Beijing East, do in kind is the original business of normal extension; for the United States such as the Network of Life Services group purchase site, the kind of group purchase can be a useful supplement. However, in essence, the kind of purchase is a kind of online shopping promotional form, for group buying site is a short-sighted behavior, should not become the center of development.
Group buying site do not have a clear advantage of group Purchase
Group purchase from 2010 after the introduction of China, its significance is to promote the development of China's life Service electric business, and the so-called physical group purchase in fact earlier already appeared in China. For the independent group purchase site, do the purchase of commodities need to face the direct competition of large shopping sites, from the site http://www.aliyun.com/zixun/aggregation/18020.html "> Brand awareness and traffic, the mainstream of group buying sites and Taobao , Jing-dong, suning and other easy to buy than there is a small gap; and these large shopping sites have been doing physical network shopping, they are product selection, product quality control, and suppliers of the relationship between the advantages.
In addition, the kind of group buying also involves warehousing logistics, group buying site in this respect or weak foundation, the existence of many uncertainties may reduce the entire site's user reputation. From the actual situation, whether it is to buy more of the kind of high net and glutinous rice network, or just set up a kind of group buying Department of the United States Group Network, they are in the field of real group buying and Taobao good value and the east of the difference is very far.
Buy in kind is a short-sighted behavior
Domestic Group purchase website to force a kind of evidence is the originator of the United States Groupon also attaches great importance to the kind of group purchase, Groupon from the end of September 2011 to launch Groupon hereby do in kind buy business, By the first quarter of 2013, Groupon hereby direct revenue, which accounted for 27% of Groupon's overall revenue, became a key driver of Groupon's revenue growth in recent quarters. Domestic group buying peer inside, glutinous rice net launched its own commodity brand "glutinous rice" at the beginning of the year, and since the establishment of logistics and distribution; and Groupon's high-net commodity group purchase volume has accounted for about 1/3 of the total, their determination and action to buy in kind.
in-group group buying is the way to do it. Service Group Buy DoorHigh threshold, the business is very difficult, this is also the major service groups in Taobao and Beijing-east and other giants to survive the most important reason.　Whether it is Groupon or glutinous rice net, they force the physical group to buy very much is based on the consideration of the capital market, in order to enhance the share price and take more effective physical group buy, and once too dependent on the physical group purchase, the site itself will gradually lose competitiveness, the short-term interests of the loss of long-term competitiveness
Life Services O2O Market enough
China's online shopping market 2012 breakthrough trillion yuan mark, but the market is also beginning to enter a mature period; Life service electricity quotient or life service O2O market is bigger than the physical net purchase market, is the most important driving force for the next development of the electric business industry. For group buying site, further to O2O transformation, seize still in Chaoyang stage life Service O2O Market is a more sensible choice. Whether it is the United States Group network of hundreds of billions of targets, or the recent Ali CEO Lu announced will raise funds to purchase life Service Electric quotient, both indicate the life service O2O market prospects of unlimited optimistic. Real-world shopping and physical purchase of the field has no chance to replicate a Taobao, the next Taobao will undoubtedly in the Life service O2O field.
[Huang, research director, Internet industry analyst; micro-credit Public number "Universal Society" (Micro-signal: puji-she)]