Pocket Shopping large investment promotion, product quality is the most important

Recently, a shopping mall called the pocket apps a large amount of publicity, engaged in the overwhelming (Beijing), people have a lot of the year to buy "Hundred Regiment War" hit advertising pomp. Of course, from the history of group buying, the last did not hit the advertising of the United States to live down, and apps field set off such a large advertising, it is really confusing, the industry is also a lot of opinions.

In fact, there have been rumors that the pocket shopping in the media to cast a billion ads, this argument I think quite moisture, although the pocket shopping in a round to get 12 million of dollars in venture capital, but also rumors of the end of the B-round financing, 100 million yuan advertising is too huge. Anyway, after all, is a shopping guide category of apps, the source of income is nothing but Taobao Customer commission and advertising. The beauty of the peak period, claiming that their Taobao monthly income is only more than 17 million, after the professional dehydration, is probably just million level. An hundred billion ad campaign wants to earn it back, which can take years to calculate, which is obviously unrealistic. In other words, pocket shopping is Fangweising.

Pocket Shopping is not a new application, but a few years of apps, in the electric Business Plus shopping guide plus mobile Internet climax, got their own a round of financing, but obviously, do better or beautiful said and Mushroom Street. And now the news is that beauty says the flow has dropped nearly 70%, obviously the hot shopping model has passed, the pocket shopping choice in this time to give up the PC end, increase the mobile phone end of the advertising investment, is undoubtedly in this has declined the market, Rob other lost users, to do the last stroke, At least you can write a story about the subsequent investors to take the call.

Whether it is from the same year to promote the trap, or beautiful said the huge flow of decline, are very clear precedent. The effect of traditional advertising drainage is very limited, and shopping guide mode of the heat has also declined, not relying on users to share recommendations but by their own collection analysis recommended apps more lack of community share of the gene, no matter from that point of view, there is no particular obvious advantages or even the characteristics of less than, such a generous advertising investment, Remarkably inopportune.

Although the shopping guide model has very obvious amoy income, but finally after the user esthetic fatigue, failed, the handset side shopping is a development trend, this also makes the handset shopping guide also has some stories to be able to speak. But as a third party recommendation, the actual significance is also limited, because Amoy Customer commission reasons, product price and not too many advantages, also because Amoy Customer commission reasons, the interests of the drive, product recommended sincerity will also be affected, good products if the profit is low, often not recommended. This makes the customer churn rate very high.

Traditional advertising is well-known, the exposure of what is really good, but from the direct conversion download or a distance, so that the loss of publicity is still very high. This kind of product is very different, the kind of products as long as the brand exposure is high enough, it will affect people's purchase options. Virtual products are clearly missing this function, and therefore, channel distribution is actually the most important. The same promotional costs, if placed in the distribution channels, the effect will be very much better. After all, the installed cost is only about 2 yuan, a billion, at least can be installed 50 million users.

So, pocket shopping this kind of promotion operation way, must have some not on the surface of the purpose, other apps manufacturers do not follow the imitation, of course, imitation I am afraid can not imitate. Every time there is such a big business will be worried, because this is not to ask the effect of throwing money is actually a kind of damage to the industry, of course, such a large launch, for some people certainly have a lot of benefits, which for investors, is also a potential huge loss. If the final failure, the investor's money is white, many people's pockets will drum up.

In the current market, in addition to cosmetics, such as a small number of commodities, reliable promotional activities or focus on the channel and less to put, because the channel distribution of power and effect is the most economical. Hope that small and medium-sized entrepreneurs do not in this offensive discouraged, as long as a good product, do not need so much money, also can be successful. And bad products, cast more of the promotion of the outcome is the same.