Public comment Jiang Yuping: The Evolution and upgrade of group buying mode in recent two years

Absrtact: October 12 News, billion power network learned that the public comments Vice President Jiang Yuping a few days ago in the product road O2O Big party on the group buying mode in the last two years of evolution and upgrade, including more flexible promotional activities, more sophisticated management of the old members and Word-of-mouth management.

October 12 News, billion power network learned that the public comments Vice President Jiang Yuping a few days ago in the product road O2O Big party on the group buying mode in the last two years of evolution and upgrade, including more flexible promotional activities set, more sophisticated old member management and Word-of-mouth management.

Public comment Vice President Jiang Yuping

"The O2O has been very lively over the past year, but it is a question worth considering whether it has brought about an essential change in the local life service industry." Jiang Yuping said that from 2010 onwards, China has entered the era of group buying, until now. Group buying is the whole O2O inside an unavoidable problem, but so far the line to achieve complete closed loop under the most large-scale way. But group buying has just started with a deep "discount" brand, which has also made many companies spend a lot of time thinking about the impact and real value of group buying over the past four years.

"Group Purchase we have done four years, more and more deeply feel that the subversion of prices should not be the only major element of O2O's business ecology, although today its market size is the most advanced, but also the most consumers and businesses are practical." But O2O real wonderful still behind, group buying is just a starting point. "Jiang Yuping said.

Jiang Yuping listed several recent two-year group buying patterns change, a typical example is that in group buying transactions, vouchers have accounted for a large proportion of 50 percent of the following discount gradually reduced, more than 75, 85 or even 90 percent.

In Jiang Yuping's view, today's group purchase still has a lot to ascend and evolve place. For example, the current group buys still cannot solve the business in the special scene the demand of the gathering guest. "If a coffee shop is affected by bad weather, the store owner would like to be able to attract customers near the store through immediate activity." But in fact, this kind of quick, flexible release of the promotional activities, but also to allow the business to manage their own way today has not appeared. ”

Jiang Yuping revealed that the public reviews have made some attempts in this area, in Shanghai, Beijing and other cities in the pilot shop, will see the public comments on the screenshot, introduced the special period of business concessions, such as only 14 to 16 working days to 30. "This offer is very obvious, playing is the afternoon of the day of the unpopular period, there are many shops in this time period no business, if we use a very convenient means to let the business to put such special offers to release, and with payment connectivity, Customers can pay in advance or on-site payment of this new style of offer is to the existing and the original simple rough Way to supplement the purchase. ”

In addition to the benefits, the public comments are still trying to upgrade an old member based on group buying management. At present, the public comments on the cooperation of some of the merchant membership card has been able to display online.

Jiang Yuping said that many businesses in the group buy is a misunderstanding is: just focus on the flow and new customers, do promotions. And did not think deeply how to turn the new guest into the attention customer, increases its usage service the proportion and the frequency.

According to billion power network to understand, in the acceptance of Tencent shares, the public comments have begun with the original Tencent Micro-life team integration, and renamed as the public micro-life, mainly positioned to help local enterprises to do member management. Through the public comments and micro-letter two contacts to reach the merchant customers can be included in the system and management.

In addition to promotional management, the old member management, the public comment is also strengthening the word of mouth management. According to Jiang Yuping Introduction, the public comments in 2013 launched a merchant client, to help businesses do their own word-of-mouth management, including the recent period of changes in passenger traffic and comments on the number of changes, ratings and each single point of change, and even pay attention to the nearby competitor's Word-of-mouth changes. At present, the products are mainly used in catering businesses, the future will cover all areas of local life, leisure and entertainment, catering, fitness, shopping and so on.