Review the 5-year development process of group buying industry

Review Group buying industry 5 years of development process, from the beginning of 2010, to 2011 group buying industry by the capital is hot, showing a frenzied growth; the next two years ushered in the cold winter of the group buying market, a large number of group buying sites such as short-lived, from the market disappeared.

Group buying sites from the capital Darling to face the integration shuffle, or even loss of bankruptcy. Recently, as the originator of the global online shopping site Groupon released the first quarterly results of the 2014 fiscal year report showed that the company net loss of 37.8 million U.S. dollars, the same period last year net loss of 4 million U.S. dollars, the year-on-year expansion.

The domestic group buying site is mainly independent, prostitution to seek investment or closure of the three development direction. Today, the number of group buying site greatly attenuated, abandoning the independent development of the road to marry Giants, group buying site prospects will be?

Situation 1 Independent surviving

"Back to the tree good shade", many group buying site decided to back "big tree", with the help of abundant funds and technical resources, prostitution to seek cooperation in the group buying site gradually strong, and for a few still adhere to the road of independent development of group buying site, the development prospects are worrying.

Typical representative: Handle NET, litters Regiment

In the face of marrying the giants of the small partners to handle nets and litters group for the representative of the group buy site is still very calm, adhere to the road of independence.

Handle nets and litters regiment are invariably on the integrated type Mall mode. May 2012, the litters group announced the transformation into group buying and merchants distribution of the integrated category Mall model, and the group buy into the mall plate. This kind of mall mode is similar to the business, merchants enter the platform to open stores, pay a certain entry fee or commission. and the main promotion of the group purchase mode, the mall pattern of higher gross profit margin.

In the same year, the handle net also realized the transformation of the mall mode. Merchants can pay service fees to settle in, can also be set up by the merchants themselves to establish their own stores, to design their own buy, forming a half self-help type of group purchase mode, but the merchants are also required to come into the net of the real store under the wire.

Regiment 800 analyst Kangkang said, handle nets and litters regiment because of the development earlier, in some three or four line city preemptive entry, therefore has certain superiority.

Regiment 800 of the data show that March 2014, China's 8 mainstream group buying site monthly turnover is mainly divided into three major gradients. American Group Network, the public comments group and Baidu glutinous rice, respectively, with monthly turnover of 2.4 billion yuan, 1.1 billion yuan and 500 million yuan in the first camp, while the turnover of 400 million yuan litters group and the turnover of 300 million yuan handle network is included in the second camp, full network and high-peer network on the monthly turnover of less than 100 million yuan in the third camp.

From the data can be seen, litters group and handle network such as insisting on the road of Independent development of the group buying site, although occupy a certain market share, but independent development or appear powerless, and marry the giant's small partner, there is still a distance to catch up.

"Although handle nets and litters group is still in the independent development, but all along, the two sex scandal constantly, the possibility of being acquired exists." Kangkang admits.

Situation 2 selling shares seeking cooperation

Thousand Regiment after the group buying market a little tired, "burning Money" method is also difficult to maintain the survival and development of group buying site, more and more group purchase site from the front of the scuffle back down, or even because of the broken capital chain, from the group buying market disappeared. Today, the group purchase site has been high-profile into the "spell dad" era.

"Bat into the local group buying market, will subvert the whole group buying market, the whole group buying industry generated a lot of uncertainty." "Kangkang that the bat Internet giant has been watching for a long time, deliberately and ultimately decided to enter the pool of group buying industry, which is the recognition of the value of local life services and mobile portals." Moreover, the single group purchase line of business with its own characteristics of the business, providing a full business chain. Overall, the main formation of the "entrance + merchant + pay" three-point group purchase business chain.

Typical representative: American group NET, glutinous Rice net, public comment, full net

With the bat giant's entry, the group buying market has again evolved into a new battlefield of smoke. At the top of the group buying site hand over the internet giants, began a new round of "fodder" reserves, access to a steady stream of funds and flow of support.

Back in 2011, Alibaba strategic Investment in the United States network, and into the 2014, the group buying market is not lack of bat-led internet giant figure. Baidu completed a wholly-owned purchase of glutinous Rice NET, glutinous Rice net renamed as "Baidu Glutinous rice;" Then Tencent Investment public comment net shareholding 20%, the public comments also entered the micro-letter platform; Suningyun to buy a full network of 80% shares.

Baidu glutinous Rice mesh and Baidu map Fusion, the use of lbs positioning function, more convenient to provide local life services, and relying on Baidu's powerful search engine function, for the glutinous rice network to introduce a huge flow. Mass comment Group accept Tencent shares into the micro-trust platform entrance, to a certain extent, the micro-trust of the huge user groups to the under. The US group, which received 50 million of billions of dollars from Alibaba in 2011, has maintained an independent operation, and the two sides are not obvious in the integration of the business. In the background of group-buying sites backed by giants, the industry believes Ali will soon start using this good card.

With the rise of the mobile internet and the further deepening of the concept of O2O, the mobile and O2O areas of the group buying business will become a new selling point, and group purchase site is also aware of the changes in the times, and gradually achieve transformation.

Kangkang Analysis said that the group buying platform and the traditional O2O enterprises, the former involved in the industry is very wide, based on the advantages of price concessions, more easily deep tie O2O market. The mobile end becomes a good entry point, breaking the space-time boundary, more appropriate to provide consumers with local life services. Even if the mobile-side group buying business has a lower margin, it will provide additional consumption in the future. "At present, single group buying line of business to the entire line of business development, to improve the full service chain, the future will open up a broader line of business, such as coupons, membership cards and so on." "Kangkang predicts.

Situation 3 collapse or transition

According to China's E-commerce research Center monitoring data showed that as of June 30, 2013, the total number of national group purchase sites up to 6,218, the cumulative closure of 4,670, the death rate of 75%, still in the operation of the group purchase site a total of 1548. And in the group 800 of the latest round of group buying site survival census data, as of January 2014, the number of national group purchase site survival of only 213.

"The profit model of the group is still relatively single, mainly to extract the business, which means that the purchase site's operational capacity requirements higher." "Kangkang said.

Such a low survival rate, Kangkang that there are three reasons, one is to buy the industry is to spend money, the line needs flow support, under the line to expand the line under the ground forces. Overall, the operating costs are higher; the second is the regional advantage of group buying site is not replicable, the site needs to be separate and different areas of business to talk about cooperation, which requires strong ground troops; third, many group buying site capacity is insufficient, difficult to form platform operation, cross-regional management and the unification of ground forces.

Typical representative: Rice net, tick group

Once upon a time, the rice network and the tick group are the scenery Unlimited, many fans, but now has changed, and recently announced the failure of the news.

Founded in July 2010, the Tick, announced on March 4, will be formally closed on March 31, 2014 group buying business, the future will turn to the new business model. But there is still no dynamic information on the tick.

And the operation of the 10-year-old Rice Network has finally arrived at the internet giants can not withstand the group buying site, the final desolate to withdraw from the stage of history. But in the industry's view, the failure of the rice network is expected. Because it failed to grasp the rise of group buying, mobile Internet arrival and other major nodes of the opportunity, the end can only exit the battlefield.

Today, the well-known group purchase site "Close" There are 24 coupons, group treasure, tick group, thousand products nets and other sites, and this is not included in the early 2011 to fall a group of such as Love Help Group, q Q Group, Sohu Love Home Group and Sina Group purchase and other sites.