Litters group defected to life Service Electric dealer: pure Group purchase website into a dead end

Just like a decade ago, the hotel industry, ticket industry, E-commerce has become a life service business to ease the pressure of the operation of the straw, but only group buying is far from enough.

Reporter learned that one of the industry's top three litters group has begun to seek breakthroughs in life services E-commerce, its chairman special assistant Yeung to the reporter admits, because the merchant is only the activity, cannot satisfy the merchant daily marketing demand, the litters Regiment will build the new Localization Life Service mall pattern on the group buying pattern, the massive construction merchant store, Group buying will be with the litters mall in the business store to form a complementary, help merchants pull back passenger flow.

The bitterness of the merchant

"Now the catering industry costs a lot, this year, the light of raw materials and staff wages are higher than last year at least 30%, there are housing rents, all kinds of property costs are only up." "The owner of the large catering industry in Guizhou, with more than 80 employees, complained to reporters," because of the rising cost I also raised the price of vegetables, and later found that the price rose 10%, operating income fell 40%.

The adjustment of food prices announced the failure, Liu's boss hurriedly will return to the original price price, and began to seek other breakthrough methods, he thought of the Internet channels, the temptation to buy business. For diluted costs to improve the rate of turnover, Liu Boss has a group with a site to cooperate: "At that time is indeed a lot of people, but businesses can not do every day buy, because group buying is limited time, limited activities, can not bring long-term effect." ”

Liu boss recognized that group buying is only a kind of advertising, can bring a large number of passengers in a short period of time, but not afford to advertise every day. For example, when the hottest dinner, he did not want to have group buying guests, but do not make a group purchase rules so fine. Liu boss needs to find a new internet marketing model, not only to meet the day-to-day sales needs of businesses, but also advertising, and can be adjusted according to business needs at any time, make full use of the remaining service capabilities.

Shopping mall dilemma

Liu boss found Litters Regiment, and in the Litters Mall opened a store.

"Although the group Buy mode can not really achieve O2O (online to Offline, will be offline business opportunities and the Internet), but the mall model as a long-term distribution channel can bring the source and profit for the offline store", Yeung to the direction of the litters Regiment confidently.

In this way, he predicts the direction of future group buying sites, "Our operating model will be to buy short-term promotions and mall long-term distribution combined." It can be said that life mall is like the Internet Wanda Plaza, is the restaurant moved to the litters mall business. free of rent, no decoration ".

At present, many businesses have tasted the sweetness of life mall. According to the third party data, Maryland will be in the litters group stores online one months after the package sales have reached 3.37 million yuan, online consumers accounted for its overall consumer ratio of 35%. Let the business is pleased, according to a lot of business feedback, litters mall shops on the line on the profit margin than the average group buy a single higher than 20%-50%.

For the group buying business, Yeung that it is not useless, "this model will be the standard for each group, to attract customers with low discounts, really to achieve similar supermarket 28 theory in ultra-low discount ' Heap head ' value, play to attract users to enter the role of store stores, and merchants and consumers can form a long-term contact through the store to reach businesses, users and the platform of the three-win.

In fact, another of the three-strong handles has been quietly shifting from last year to the model. Industry insiders revealed that the current involvement in the online life service businesses accounted for less than 1%, the potential of a huge.