Public comment Zhang: the essence of group purchase is marketing not with information services fragmented

When the U.S. group announced a high-profile July total sales breakthrough 500 million yuan, in http://www.aliyun.com/zixun/aggregation/12296.html "> Group purchase Business sales volume, Revenue performance followed by the general public reviews CEO Zhang still insists that the business can not be independent of the information, service business to do, "as a local life service platform, information, concessions and services are one, only to do a single risk too high."

Public comment CEO Zhang

Zhang's view is that there are always three identical requirements for both the user and the merchant: the first is to find the information needed, the second is to offer concessions and discounts, and the third is to make the service more kind and convenient. and group purchase business is only a form of concessions.

Zhang said that the essence of group buying is marketing. For users, if they encounter an unfamiliar shop, the store is doing a low discount activities, then the possibility of their attempts to consume increased, and for businesses, group buying is the best way to pull new guests.

In Zhang's view, group buying is one of the many games in the concession service. Starbucks will not participate in group buying, they give users the preferential way is the card, which is suitable for users already familiar with the Starbucks frequent consumption, there is another way is 80 percent, 90 percent coupons, more direct than the card, but the discount will not be so low.

Zhang that must provide a one-stop service to meet the needs of users and businesses, if only to provide a separate group purchase services, will affect the user health check-up, and it is difficult to form consumer and business between the consumer closed-loop. From the point of view of revenue, the public comments not only can be obtained from the Group Purchase Business Commission, but also from the business of coupons and other businesses advertising revenue.

In addition to the concessions, Zhang that the information and service links can not be omitted. Information is to help users find a restaurant, find the right dishes, services include restaurant reservations, ordering, payment, takeout and so on. "The public reviews the initial business is from the information link, in the future we will consider more to enrich the service, especially when mobile users grow rapidly, reviews need to be based on the characteristics of mobile devices to provide more functional support."

From Groupon and LivingSocial, two of America's biggest Groupon sites, they are pushing for services such as restaurant bookings, takeout, and Zhang. "When smartphones are pervasive, users need more personalized services, and booking and ordering these routine actions need to be more convenient."

Zhang saw some new opportunities, such as the positioning of the mobile phone, the portable with the location, pictures, voice-related new features. But because of the screen size, the input of some restrictions, Zhang that the mobile phone is not suitable for users to make "heavy decision", such as the search engine professional high Academic search, the service type of wedding photography, users need to repeatedly query, comparison can be decided, not suitable for direct through the phone to complete. ”

Zhang said that the future public comments will better play the mobile phone "micro-reviews" function, motivate users to publish real-time store, share sign-in information, enhance user viscosity and participation; In addition to allow users to enjoy a variety of services, and businesses to form a better interactive relationship to help businesses improve marketing results.

Zhang says, based on the layout of information, offers and services, public comments have entered a benign development track, although the past two years based on the mobile and group buying business investment has failed to achieve overall profitability, but when the group buy industry basic determination, mobile end of the infrastructure has been completed, the public comments are expected to reach a profit point within a year, Achieve overall profitability.