Logically, we can deduce the contradictory conclusion, but the proposition or theoretical system which can be justified on the surface

First, explain ———— paradox of a word.

A proposition or theoretical system that can logically be deduced from conflicting conclusions, but on the surface can be justified. ”

And why should we first say the word paradox?

Let's tell a story first.

Yesterday went to have a group purchase meal, the heart is very angry. Why? Because it's a buffet.

I was hungry for an afternoon with my friends and I was going to eat more.

As a result, the intestines are blue.

Blame yourself for why you didn't eat before and see what dishes you have. After all, if the difference between the food and the promotional pictures is too great, you can choose to leave immediately and apply for a refund directly.

Unfortunately, eat, there is no way to go.

Although not satisfied with the dishes can be complained. Can be a living in the heavenly people. I'm sure everyone knows, unless Dad is who. Otherwise, in most cases, complaints are either totally ignored or complaints are lodged and complaints are made. As for feedback, who will tell you the complaint must give you feedback? Don't you see there are dozens of complaints in front of you? Do you have a civic conscience? Complaint feedback doesn't take time? Someone stayed up all night yesterday!

Of course, the slot is limited to this, the reality is, because only multiplying block money, or friends treat. Can only eat as much as possible only expensive, do not eat the right, and strive to catch some capital.

But as a former killer buffet family (individual due to poor economic ability, in recent years Freeloader majority, culpa). I think carefully, why the buffet is less than six or seven years ago. After all, today's retail prices than in the past rose more than 50%, from the 58,68 rose to 128,158 of such Dan. Even group buying, also in the early 100. And the inflation, the price is also a year-on-year increase, objectively speaking, quality should not appear so large landslides. Businesses are not stupid enough to do lays for profiteering.

So, on the way home, always wondering. Until the deduction of the thin, only to find. Admittedly not because of the unscrupulous business (the exception of unscrupulous businesses), but their cost greatly increased. To the risk of being forced into the wrong side of the material and to control the supply of expensive dishes.

Then perhaps some people will say, does not have, has the group purchase, the catering enterprise turnover rate greatly enhances, even if buys the promotion to do not small discount, but due to the customer quantity promotion, should be able to rely on the long tail to make up

Indeed, if according to the logic of this surface, it seems that group buying for the development of the offline enterprise is beneficial, after all, group buying through a certain discount on the offline enterprises more effective drainage. We have been looking forward to the 020 model.

But is that really the case?

Let's analyze it in detail. Now this so-called 020 group purchase, in the end is not the gospel of business?

1. Since having a group purchase, the middle and low income people go out to have a dinner without first search discount to go straight away? Unless you want to show your rich. Otherwise, it really becomes the silly root in the eyes of the masses;

2. Since the purchase, if your target shop did not give discount promotions? Will you switch to another store? I think most people will.

3. Since the purchase, you go to a restaurant to eat, is not found, relatively people often more and most are group buying clan;

Well, after the above 3 reference factors, we analyze and analyze the business has a group purchase, in the end what is encountered in the operation?

1. In the absence of group buying, if a merchant's daily sales are around 2W, 200 supposedly per day into the shop, the average contribution of 100 yuan per person.

And after the purchase, if not on the group purchase site promotion, the daily into the shop may only be left multiplying people, in the rated labor costs, shop rents, etc., means that the total turnover from the decline, can not be diluted costs, resulting in a higher cost of at least 30%.

2. In the absence of a group purchase, some of the old customers may be between him and the competitor, the nine of them also choose him.

After the purchase, as long as the business does not promote, the potential customers are again diverted. By contrast, the existing customer base is being pried away because it is not promoted. Operating costs have increased by a few percent.

3. In the absence of group buying, the merchant's customer peak is relatively predictable, can be in advance before the holiday preparation, and even special circumstances to recruit part-time.

And after buying. Businesses are not clear which day may peak, after all, the purchase date is an unfixed relatively long period. That means businesses need to be in a state of readiness to cope with peak crowds, setting their own restaurants at near-peak or peak-value levels. In this way, if customers can come often, it may be true long tail theory. But if you don't come. means that the cost of a business to cope with its peak is wasted. The cost is relatively higher.

In the end, businesses have to pass on their costs in order to survive. However, do not forget that the group purchase site, consumers filter information, the first is the price. And businesses are not likely to have two sets of prices. Well, there's only one way to get to the ingredients.

By the way, I forgot to mention it here. After customers spend, more than in the past to buy a site to share the split. Of course, some people may say that when there is no group buying, the merchant also promote.

But one, that kind of old-fashioned promotion is partial, the consumer in does not buy the time, to the promotion all is sees the luck, or the familiar person grasps the merchant's promotion time. But the merchant, because the promotion effect can anticipate. The cost is relatively controllable to better. This gives the promotion a positive effect. Because, he can really inspire the long tail theory to make up for the promotion of profits in the individual relative diluted.

And the emergence of group buying, so that businesses into a promotional battle. And it's a thankless sales campaign. Consumer habits have become a total expectation of the promotion price as a conventional price mentality. In the middle, the only benefit is only the group buying site itself.

Because, the consumer surface buys. But the quality of service consumers have been "group buying". So, instead of forming a kind of not buy, very expensive (do not engage in group buying enterprises must significantly increase the unit price, in order to obtain high profits from the units of consumers to make up the cost gap); Buy, although the price is cheap, but the quality is inevitable decline.

So, if rigorous and meticulous analysis. Buy to the merchant brought, but a seemingly gorgeous 020. Actually, just caused a promotion competition, let the group buying site fat, and the business and consumers lose double. Because, the current role of group purchase is to carry traffic to make businesses.

But in the end, there was a brick-and-bust awakening. So thanks to the brick to promote my promotion at the same time, talk about personal perspective on how to deal with this group buy the strangulation situation.

1. The conscience merchant can know how to unite. That is the YA although take the flow, by the consumer inertia low price choice of habit coerce you. But don't forget, objectively, the group buying website is just a two-way. If you agree, no one will break the reasonable cost price. Group buying website also dare not directly change your price.

2. In response to vicious competitors. You buy to buy, but the price does not drop too much to win the quality. Don't be afraid to do it. It's a little stressful, though. But the people to eat for the day, the customer is ultimately to eat, cheap was cheated several times. Slowly they will do the elimination method. Anyway, from a personal perspective, after the calculation of inflation. I'm not going to be like 56. Expect a buffet of 38 to 58 price. Basically locks between 80 and 128. (although I only go once a year, unless a friend poorer.) Again for the advantage of culpa).

As long as businesses are able to calculate inflation and relative costs. Give a reasonable profit price. Consumers will be educated back. After all, competitors operate below cost. Either not long, or only fake, after the fake consumers will slowly blacklisted him. And you conscience, to earn a reasonable profit of the business, as long as the initial transition period, as consumers put vicious competitors blacklisted, group buying site may be because of your insistence, and become a real benefit of your publicity platform. After all, the cost of draining the group-buying site, and the radiation crowd is more cost-effective than your own regular ads.

So, in the end of the article to say, a benign business to form a reasonable alliance (do not make a monopoly, otherwise it is a new double loss), after a period of time. It must form a reasonable pattern of good for you and good for consumers. Otherwise, we do not have the force, do not understand the unity of the disorderly use of group buying this promotion double-edged sword, can only play from the residual strangulation, simply to feed a empty shell of the group buying site situation.