Lack of positioning let group buying marketing Demo

Recently, a lot of news about group buying: CCTV 3 15 party released "2011 consumers most concerned about the top ten consumer hot spots," the list of online group purchase; Beijing Municipal Bureau of Industry and Commerce 12315 released, group purchase website became the February new complaint hot spot.　　Handle, Cool Group group purchase website launched "Not consumption refund" guarantee, said group buying website operators also began to reflect, look forward to restore consumer confidence. In fact, group buying is not only a business site, but also a low-cost marketing model ——— in a short time to attract a large number of users to participate in the product or service experience, forming a good understanding, and finally cultivate a group of loyal consumer groups.　　Compared to some new products listed "burning money" to hit ads, the cost of group buying is lower, the effect is more obvious. However, there is a paradox that the users involved in group buying are not necessarily your target audience.　　and group Buy net blindly race enclosure, make the product homogeneity serious, also make the marketing value of the merchant is limited.　　For example, because the target population is not concentrated, make the cost of business marketing increase, that is, the marketing meaning is reduced; therefore, they are in the case of non-target groups, often with a profit attitude, but this is not conducive to the development of both sides. See Group buying network again, the user loses heavily. This is not only the problem of homogeneity of the product, but also after the customer purchase, did not go to consumption has not been refunded, froing, interest greatly reduced.　　The user stickiness is not enough to highlight the absence of the purchase network positioning. This is like two no tacit cooperation partner, one wants to occupy more market, one wants to rely on the target crowd marketing.　　As a result, one found that the other side just want to make a fortune to go, the service can not keep up, the other found that few are their own potential customers.　　Therefore, the group purchase network in the rapid expansion of the same time must pay attention to the needs of users and experience, through the subdivision of the field or a variety of services to lock a group of people, cultivate loyalty, but also to enhance their platform for advertising and cooperation value. -Mu Feng (Beijing marketing Planner)