Restaurants rely on group buying to gain popularity and consumers ' dissatisfaction with services shrinking

Absrtact: 38 percent seafood feast, 25 percent Japanese cuisine, low to 10 percent mutton package since this year, group buying and catering for its gorgeous recipes, ultra-low discounts, convenient way to buy, in the urban white-collar quickly leap red. After the large-scale network shopping, regional

38 percent seafood meal, 25 percent Japanese cuisine, low to 10 percent mutton package ... This year, group buy catering to its gorgeous recipes, ultra-low discounts, convenient way to buy, in the urban white-collar rapid leap red. After large-scale online shopping, the region is very strong food and beverage services also for the first time to buy on the Internet Express.

However, with the growing number of group buying, dining reservations, food quality shrinkage, poor service attitude, a series of problems also surfaced. Industry experts pointed out that in order to protect the interests of consumers, in addition to the market itself, the fittest, but also the government departments issued a corresponding policy, the group buying industry to standardize management.

Ultra Low Discounts

Restaurants rely on group buying to earn popularity

This year, with the rise of group buying sites, the catering industry seems to have found a new extension fulcrum. All kinds of food and beverage Enterprises and group buying site marriage, showing a prosperous and lively scene.

Not long ago, the net Ya group's Sun Coast self-help Broadway launched 50 percent seafood self-help group purchase, attracted 6,670 of thousands of consumers, Qiao Jiangnan Group is carrying its 15 stores in Beijing, with well-known group purchase site glutinous rice Network to form a strategic partner, the regular introduction of some low to 30 percent of the buy package. Fast-food enterprises are also unwilling to be outdone, McDonald's original price of 36 yuan of the C package of electronic Exchange coupons, the group purchase 19.9 Yuan can be won. Even a number of characteristics of the business as a selling point of the restaurant has joined the Army Group buying.

Just moved from Gong Palace to the Xin Jie Kou star neighborhood of Sichuan Hotel, in the trial period, has tried to online group sales promotion way. According to the shop general manager Guo Shunli introduced, because Sichuan Hotel just moved from Gong Palace to the new, location is relatively biased, so many customers do not know, the original contact method can not immediately switch changes, so, think of the network on the group to buy consumers. "One is that it can quickly gather popularity in a short period of time." Second, can save a certain amount of advertising expenditure. Third, to make up for the usual source of tourists. "Results, in a website just hang out 38 percent of the group purchase information, then detonated the netizens and Sichuan hotel fans enthusiasm." In the case of no other promotional cooperation, from 8:30 A.M. to 8:30 in the evening, 12 hours sold more than 2,750. Finally, due to the cooperation of the website Alipay "Traffic Jam", had to call off activities.

Cao Chunli, deputy general manager in charge of the work, told reporters this is the first attempt of Sichuan hotel, but also in order to train future repeat customers, so in the development of the menu is also quite a bother. The menu is four people approved, three cold dishes plus four hot dishes plus a roast duck. The collocation of the dishes ' taste has met the different needs of cadres customers. Many group buy customers after the online message praise. Taste the sweetness of the customer also with friends and family to spend, but also indirectly led to the hotel sales. Will such a big discount lose money? Facing the reporter's question, Cao Chunli said, the Sichuan hotel does not lose money, just reduces the gross profit margin. And such a loss relative to the high cost of advertising, it really played a fast effect.

According to a friend who works in the group buying website, in fact, most group buying businesses will not lose money, because the merchants involved in group buying are basically fixed costs, and small changes in the cost of the enterprise. For example, catering, beauty, cinemas, regardless of whether there is no customer patronage, venues, personnel and other fixed costs to pay, and the increase of a customer needs to increase the cost is actually very small. Moreover, the catering group purchase is generally in the form of a designated package, the consumer's own choice of space is small, so procurement, distribution is relatively simple, raw materials are often able to make full use of, although it seems that the discount, profitability is guaranteed. And this new mode of consumption can bring huge passenger flow in a short time, play a good publicity and promotion role, especially for those who have promotional needs, but cannot afford high advertising fees of small and medium sized service enterprises.

Complaints surge

Consumer dissatisfaction Services Shrink

Group Buy Catering High "low price" banner, a time in the community wind. However, not every company can handle the problem of satisfying the needs of consumers and balancing the interests of the enterprise. As the group buys food and beverage team's strength, some contradictions also begin to reveal gradually.

Regiment to the coupons, the regiment of full gas, consumer Mr. Wang now mention buy on the annoyance. He told reporters that he had recently spent 72 yuan on a group buying site for a two-person package with a restaurant club's original price of 252 yuan. As a result, the store found that all the customers who used the coupons together, to the small custom-made. "A plate is a mouthful, it is not worth more than 70 yuan." "Mr. Wang is not enough to eat, the price to buy another, the weight is several times larger than Just Eat." "It's not a miniature to sell," he said. Mr. Wang thinks that since the original price is marked on the purchase page, it should be served in the same standard as the original price. If I had known such a small amount of food, I would not have bought it.

A group of friends who bought the barbecue package with joy has been worrying about not having a seat. According to his introduction, he bought the original price of 464 yuan in the capital of a restaurant characteristic barbecue 4 people, but always unable to book a seat. Since it is a 4-person package, the reservation time is focused on the weekend. Previously, he had called several times to make reservations, but the store had been full and unable to book, and then simply couldn't get the phone. Seeing that the purchase voucher is due, he has to apply for a refund to the group purchase website. He angrily said that the store also carried out a number of group buying activities, only its own site sold more than 1200, plus other group purchase, how can I book a seat?

More than the reporter contacted to participate in group buying catering enterprises found that almost every group of customers have a certain threshold. A four-star hotel restaurant owner told reporters: they only have more than 20 tables per meal for group buying customers, group purchase customers must advance two days to reserve a good seat to go to consumption. A well-known seafood cafeteria not only requires advance booking, but also stipulates that group buying customers can only be consumed after 7 o'clock in the evening, and that the buffet dinner has actually been available from 5 o'clock in the afternoon. There are also stores that buy vegetables can not be packaged, only the original price of other purchases of vegetables to allow packaging.

According to the "315" consumer electronic Complaints Network statistics, online group buying complaints are showing a straight upward trend. This 1-June online group buying complaint is only 30 cases, and from July to now more than 800 cases. Beijing Business University School of Economics professor Billows think, buy catering to its economic benefits, won the favor of many consumers. But if the merchant only the quantity, does not seek the quality, at the price discounts at the same time the service also discounts, will inevitably cause the consumer the complaint, may end up "Shing" the awkward outcome.

Cohabitation

Group buying needs standard promotion

In fact, the issue of group buying is not unique to the problem, but in the network buy a common. Business experts Zhang Peng analysis that the low control of group buying sites and operators limited capacity, is the key to induce contradictions.

Group buying site is only a sales channel, do not provide services. At present, its profits are mainly divided into suppliers, and those who buy but not consumption of precipitation funds. So for group buying sites, it wants to sell as much as possible. But then the problem is, if upstream suppliers can only afford dozens of people to eat, then suddenly set thousands, beyond the carrying capacity of the enterprise, then bring the inevitable is a disaster. It is reported that the song district, a spicy pot shop has happened to buy customers and the boss of the incident. On the last day of the purchase coupon Exchange, a large number of consumers went to the store to concentrate on consumption, not the meal Time team discharged the old. Although the boss, the waiter all busy tired, but still difficult to meet the needs of customers, and finally because of the two sides of negotiation and push each other.

Experts believe that good group purchase site should be responsible for the consumer in the perspective of planning each group purchase project. On the one hand, to accurately estimate the business service reception capacity and the ability to receive orders, to restrain the impulse to take large orders. At the same time, we should take some necessary measures, such as SMS reminding, to guide the passenger flow, do peak work and improve the operation ability of the customers.

According to China e-Commerce Research Center released the "2010 China Network Group Purchase Survey Report" shows that from March this year, the first domestic group purchase site online, the current domestic scale of the network group buying enterprises have reached 1215, the growth rate of more than 100 per month. If the small group purchase site, the total number of estimates will reach 3,000, no wonder some people use "crazy" to describe the current rapid growth of the Chinese group buying market. Low investment, fast profit, easy to copy ... The three characteristics of Groupon, which was born in the United States, seemed to ignite the "gold rush" of many domestic enterprises, individuals and investors overnight.

According to industry veteran sources, due to the lack of relevant industry norms, the current low threshold of group buying site is eye-popping: Spend 500 yuan to buy the program source code, register a network domain name can start to do group buying business. In order to win customers, buy the low price war intensified, some businesses even launched 10 percent of the following items. The tourism Enterprise "0 tour fee" caused by various problems, most likely in today's group buying meal again. Even more frightening is that low prices may also lead to quality problems, and directly to food safety poses a threat, can not but arouse the high attention of all walks of life.

In the face of blowout-type group buying boom problems, some of the domestic mainstream group buying site also began to develop some corresponding countermeasures. For example, the United States group nets, handle nets, etc. through a phased settlement to ensure that the business performance. Handle network also for the merchant set 50 commandments, if there is no consumer complaints, there is no online evaluation, and so on, businesses once touch these "red line", will terminate its cooperation and so on.

However, there are legal experts to remind consumers that there is no clear legal provisions for online group buying, which leads to a large number of disputes can not be successfully resolved, after-sales service is not guaranteed. Many people interviewed by the industry have expressed the hope that the Government will expeditiously introduce the corresponding group buying industry management norms, so that consumers can be more comfortable to enjoy the benefits of group buying. Commercial newspaper reporter Xu/wen