Less than 17 people buy: 1 years evaporation 5.75 million times

Several times the growth of the number of groups is always unable to stay in the hearts of group buying users, a year group buy 5.75 million people evaporate.

According to group buying navigation website Group 800 published the latest statistical report (hereinafter referred to as "Report"), the domestic mainstream group buying site turnover after September decline after a fall of 4.3% to 1.78 billion yuan, the number of single regiment climbed to a new high of 316,000, however, 34.784 million purchase time is lower than the same period last year. In the industry's view, group buying sites and businesses need to improve the group single price to attract users.

The turnover of the chain fell nearly billion

Back to May level

Ups and downs of the group buying industry again encounter "cold". According to the Regiment 800 data show, October domestic Group purchase website Total turnover fell 80 million yuan, fell to 1.78 billion yuan, back to May level, the purchase number of people since the September decline continued to fall 3.1%. In the last two months, the total monthly turnover of the group buying market has fallen by 330 million yuan from its August peak. In addition, as of the end of October, the total number of national group purchase sites for 2,908, compared to September reduction of 11.

In the industry, the group buying market October overall performance depression and the month of the big environment has a certain relationship. Data show that the two-day period during the national total of 425 million visitors, compared to last year, a large number of Internet users choose Holiday Travel, no purchase and consumption of buy time, plus this period express in half out of the state, so that local services and in-kind group buy are subject to a certain impact. In addition, starting from the end of October to prepare for the "double 11" large-scale promotional activities, some netizens were "double 11" bullish, wallet by "Double 11" diversion, resulting from outside interference of the group buying sales cycle only three weeks.

Total turnover of over half group purchase

Less than 1200 yuan

Although the number of buyers continued to fall, the volume of October group purchase sales in the list has soared since April this year, to 316,000, a 192.6% increase from April. In this respect, the industry admits that only by providing a richer group buying can not inhibit the diversion of group buying users, however, it is gratifying that a large number of businesses have been group buying as a regular new customer sales channels, the current online sales cycle of group buying products are generally more than 7 days, selling cycle up to 3 months, 6 months of local service group purchase is not uncommon.

In addition, the current user's purchase behavior is mainly concentrated in the quality group list. According to statistics, a single group purchase from the shelves to the next shelf, more than half of the total turnover of the group is less than 1200 yuan, the purchase of more than 17 people only 50%. While a handful of group buying products can be a popular list of people snapping up the day, most buy-outs often need to be sold online for one weeks or even one months to harvest a handful of consumer orders.

Buy back to the initial point of the industry

Collective procurement

Despite the two-month slump, the hope for a four-quarter recovery in the sector has been bleak, but the annual data comparisons still show that group buying has gone from an impetuous bubble to a real life. According to 800 statistics, in October last year, the number of service-type merchants online sales of fewer than 74,000, and by October this year has increased to 294,000, more and more service-class merchants understand the business model of group buying.

It is worth mentioning that in this case, a group of residents of the community as a radius of growth of the "small and beautiful" local group buying site is quietly emerging. They are often derived from the Community Owners Forum, and through the way of group buying channels for the community residents to provide daily life of the surrounding food and beverage services, fresh fruits and vegetables and local specialties. At present, Beijing already has several take shape the community type buys the station, like "Huilongguan buys the Net", "The tin tong Yuan buys the net" and so on, has formed the good reputation in the local resident community.

Group buying industry after three years of development and back to the original point of collective procurement? Consumer experts, group 800 co-founder Hu Chen pointed out that, compared with the large group buying station, "small but beautiful" community-type group purchase station user loyalty is high, and do not need too much expansion and operating costs, this return to the source of service in the O2O industry as a whole process to provide a new development ideas.

Commercial newspaper reporter Wei/wen

Peng/Photo