Misunderstanding on the understanding of group buying users

Recently, on the quality of the group purchase service, the gap is very large, triggering the user complaints occurred repeatedly. Group buying site practitioners in the face of a mixed industry, is considered to be the key cause of vicious competition, is the industry's missing service standards, from the other hand, it is the user to some of the understanding of group buying has a misunderstanding, the following let me explain these misunderstandings.

Misunderstanding of user understanding

More than three months of the emergence of more than thousands of group purchase sites, in the fierce competition in ultra-low prices to become the initial purchase site users of the means, some super price services and products in the actual operation of the process, there are no shipments or consumer consumption by the business discrimination phenomenon.

This growing discontent has begun to question the buying model. In January this year began to set foot in the full network of Groupon CEO Feng Frankly, a night out of hundreds of group buying sites, so that the cost of education businesses to reduce, but at present group purchase needs to change in the management thinking.

"At present, buy into the surface of the first layer, the threshold is very low, the user first attracted to come." "Feng believes that the future of the group buying industry will inevitably be broken down, such as to do high-end group purchase, or to develop the community with group buying, and search technology for a better location for group buying.

On the other hand, Feng said that there are some misunderstandings about group buying. Group buying is not necessarily more than the business discount many times things, our positioning is the recommended selection of products, such as dozens of people to help users pick a best Japanese restaurant, the user experience after the end of consumption, rather than the current figure cheap. ”

Based on this concept full network positioning is high-end services, the object is 25-40-year-old white-collar. Feng Frankly current market situation, for positioning high-end full, negotiate business time will be more laborious. "Street-side stores are easy to do, but if we do this, the service is not up to the requirements and there will be more problems." ”

Feng's current plan is to introduce SNS on the basis of group buying to gain more user loyalty. He also believes that in the aftermath of the chaos, the next stage of the group buy site competition is imminent, and technology will become a very important part.

Industry service standards not yet clear

Another group purchase site 24 Coupon CEO Du Yinan that, although the current seems to enter the threshold of group buying site is very low, but the long-term view of the high barrier, "now a lot of not fully think and prepare, or even the basic operation management of the team flocking to enter the market, for the standardization of the operation of the company This will impact the user's trust in group buying. ”

Du Yinan said that although the uneven level of service to the industry is a hindrance, but will also bring promotion: the more attention to service and integrity of the group purchase site, the more likely to stand out, users will gradually become a few services to do a good big site, small sites will soon be eliminated.

Some voices in the industry attributed the chaos of the group buying site to the rapid expansion, which Du Yinan not agree with. "This is the industry's service standards have not been clear, any new industry out, all need to explore the service standards, only the first to master the standards, and to win the customer recognition of the site to go to the end." The industry is currently shuffling the situation will continue to the end of the year, we believe that the final service standards can reach more than 10 sites. ”

In fact, the lack of service standards is also a problem for businesses. High-end catering brand cutting ink Chinese food boss Mr. Zhang told Sina Technology, and group purchase site cooperation He is basically satisfied, but the invoice problem, the user group is not accurate will bring some trouble.

Although there are many group buying sites have said to take high-end boutique routes, Mr. Zhang from the catering point of view does not agree, he believes that high-end food and beverage is not in line with the current public discount demand in mind, group buy customers are not high-end catering target customers.

But Mr. Zhang affirmed a new model for the group buying, which he thought basically met the initial demand for promotion, "It's really sold a lot and brought in traffic, which I might not be able to do with 100,000 flyers out there." ”