Li Jipu on market positioning and brand building of group buying website

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

October 9 Night, a group of network creators Li Jipu guest webmaster Voice online live, combined with the development of a network of clusters, on how to deal with the Hundred group War, the market pattern of thousands of wars, the site's market positioning and brand building made a special explanation and analysis. Li Jipu said that the purchase site's ability to become very powerful, belong to users, businesses and users win three projects, many sites on the first day of the line to achieve the goal of break-even, and other Internet projects have to go through a long time to achieve such a balance point. The following is the voice of the webmaster to create a person Li Jipu point of view, including mainly the Internet entrepreneurs concerned about the flow, users, revenue, brand, market, development and many other aspects of the problem:

As a member of many group-buying websites, the group also belongs to the lightweight entrepreneurial project. Cluster network to localization services for the focus of the business, user groups are relatively small, including whenever and the main. From the beginning of the website inception to now, the current data and traffic sources and user sources have a great relationship. The main source of traffic, is actually a part of their own digestion of the former webmaster when the flow of control. After testing the current network volume of the user conversion rate is good, the main site is impulsive consumption of users. Although the number of members in the network is small, but registered members and the proportion of members to participate in the purchase of 70% to 80%, more than 50% of the members will have two times to buy. Group buying products and services more attractive is to obtain the root of repeat customers, according to statistics, in the early days of the group, the most people consumed more than 10 times. Because the user thinks this is cheap, will produce the purchase directly, moreover two times buys the proportion to be relatively high.

From the source of traffic, SEO on the site is a good supplement, puzzle network from the search engine to the flow of less than about 3%, is now gradually increasing, search engines have a very good advantage, the user's efficiency is very high. For example, the Mosaic network has been from the search engine to bring company-type members, such as a member in a single top and bottom of the total amount of more than 10,000 yuan, which is the current network of a single transaction amount of a member, the member is from Google search over.

The domestic group buying industry has a larger impact is the emergence of group buying navigation, group buying navigation reduced the promotion of the threshold of the project, group buying navigation did not start, the site started more difficult, now as long as there is money, the promotion will be easier. Group buying navigation will bring stable users to the group buying site, but these users will continue to compare consumption, compared to the same or similar product group purchase site service differences, this part of the requirements of the service is more stringent, profit space and cost factors lead to often receive some members of the refund requirements, but this part of the user is not to be ignored.

On the issue of profit margins, such as Groupon in foreign groups such as the profit margin is relatively large, can reach 30% to 50% of the profit margin, domestic group buying sites like to play price war profit margin relatively low, the average level of about 10%, the current net profit margin is about 20%, Stable to ensure the development of the team. In response to the domestic market often vicious competition, the group network in cooperation with the merchant before the requirement is to ensure that in a certain period of time can not cooperate with other sites to ensure that participate in the quality of customer purchase. Group buying launched the end also need to have a certain period of protection, to ensure the quality of the user's service, to avoid user refunds, unless it is a special brand of business can be an exception. As a consumer-led web site, group buying site and the merchant's two cooperation to consider the time difference. The biggest problem of group buying site is the ability of the business to receive, the ability to keep up with the reception will lead to service discounts. The effective way is to control the number of business reception, evaluate the reception capacity of businesses, improve and ensure service quality. Group Purchase website member base is relatively few, need to user-oriented reuse member, try to develop users two times consumption and multiple consumption.

Group Purchase website is to serve as the core of Internet entrepreneurship projects, we must pay attention to the construction of service brands, but also from the user's consumption accumulation to explore more value. Referring to the site's brand building, Li Jipu, a domain investor, points out that a good domain name is very helpful to a start-up project. Initially and partner Zhang pieces of the founder of the network is one of the biggest driving force is to have a pintuan.com domain name, the excellent domain name brand is to support the network is now relatively rapid development of the reasons. From the point of view of the domain name, the domain name of the cluster network is a natural double spell domain name, do group buying site projects will naturally have certain advantages, make most familiar with pinyin users can easily remember. At that time also purchased the relevant. cn domain name and typo domain name, in the brand protection of the network also registered their own trademarks, in order to become the industry's well-known group buying site to do a full preparation. At the end of May 2010, the network in China Internet Webmaster Annual Meeting on the day before the launch of the first time has been the annual meeting of many participants recognition and support. For the acquisition of the domain name proposed by the user, Li Jipu said that the domain name acquisition should vary from person to person, do the terminal when the ability to accept the price is the best.

The network is similar to Groupon, such as group buying sites, before some people to such a low entry threshold of the entrepreneurial project big cold water, said the Hundred Regiment war, the Thousand Regiment war ultimately led to the failure of entrepreneurs to do the project is more likely to fail. Speaking of these Li Jipu said, from the actual business operations, the group purchase site exclusivity is not as strong as other industries. For the market segment of group buying, Li Jipu pointed out that the segment group purchase, may sacrifice service concept and reuse members and guide the direction of consumption and positioning, in the market positioning on the network more emphasis on localization services to guide members to improve the quality of amateur life. For example, the early development of businesses and users mainly in Beijing, Beijing has competition also has the advantage of popularization, as the center of China's Internet development, the Beijing group buying market is far ahead of other cities. Finally, Li Jipu said that the new version of the network is expected to be launched by the end of October, will further improve the quality of the network localization services.