Shenboyang tactics: Adjust the marketing strategy and quickly expand cautiously

Donews October 24 News Group buying industry quietly into the winter, major group buying sites have been downsizing to reduce spending, but the sticky rice net is bucking the trend.　　glutinous Rice Network general manager Shenboyang when talking about the recent strategic changes, said that the current glutinous rice network to follow the "cautious and rapid" expansion of the route, while paying attention to peer tactical errors to revise their own market development and marketing behavior. Shenboyang believes the story of the group buying industry has been evolving according to previous expectations.　　On the one hand, the purchase site to burn money to change the way the revenue is not proven to be successful, nor long-term; on the other hand, the group buying industry is full of vicious competition, the gross profit margin has been pulled down, small and medium-sized group buying sites have closed down, the larger scale is also facing the financial constraints　　The above signs are similar to the video industry before 56: Fierce competition in the market, large sums of money into the bandwidth and marketing links, advertising value has not been recognized by customers, "just buy a bubble than video, and burn money faster." But Shenboyang still believe that the start of the group to help consumers save money mode is no problem, but from the domestic group purchase website development path can be seen, group buying has deviated from the healthy growth of the track: first, most group purchase site a pursuit of low discounts to attract user consumption, even at a loss to make a yell　　To the cooperation of the brand has hurt, the user in one or two times after cheap consumption will not go back to consumption; second, for consumers, due to some irresponsible group purchase site or the purchase of business cases, the group bought a high degree of distrust, to deal with the gradual trend of rational.　　But in Shenboyang's view, this is not entirely bad news for speeding up the industry reshuffle and pushing the group buying industry back to rationality. Group buying consumer groups, group buying consumer market continued to expand the background, the user in the choice of buy products are first to see whether the business brand is perfect, and then see if the site is honest and reliable, and finally will see whether the price is reasonable. Low prices and low discounts are no longer the most important factor for users to consider.　　And for merchants to select Partners, first of all to consider the economic strength of the site, the second to see whether the other side can provide a set of marketing solutions, and finally have to see whether the group will stand in their own position to design buy products. Therefore, glutinous rice network has been adhering to the strict control of group buy commodity prices, control team size and the continued launch of real-time buy, coupons and other new models played a positive role. Although from the glutinous rice net belongs to everyone company two quarterly earnings figures, glutinous rice nets in total revenue to 1.1 million U.S. dollars, still loss of 4.5 million U.S. dollars, but compared to the industry's competitors in the data, it has been counted as "abstemious to burn money."　　In the entire group buying industry gradually cooling, glutinous rice Network will adjust the direction, began to adopt the strategy of cautious expansion: on the one hand in advertising prices gradually return to the rational choice of the price of the high way to launch; second, continue to open a new group buying site; At this time choose to expand, Shenboyang have their own reasons: first,Competitors in order to compress operating funds to tighten the launch, a large number of layoffs, but the purchase market demand has not changed, so the glutinous rice network to accelerate the pace of occupation of the market; second, the group buying field a large number of employees are cut, eager to find new homes, recruiting staff become easy and hostile to dig　　After several big group buying website attempts large-scale expansion, the glutinous rice net has passed the research data, has seen the domestic which city has the potential, which city is not suitable for buys, may take other people's failure experience as the reference directly. Shenboyang said such a strategy could prevent group buying websites from repeating the impetuous and aggressive development route.　　For example, glutinous rice nets in the recruitment of new employees will still not allow the other side of the price, to share, but to encourage staff to work hard to create value, but in the new city of Glutinous rice, Linyi, Yantai, Yuncheng these two or three-line cities have been proven market prospects.　　In a word, the advantage of glutinous rice net at present stage is that there is no capital pressure, the second talk about cooperation, especially the ability of large merchant, and the third is the guarantee of service.　　First of all, in the financial sector, glutinous rice net three quarter revenue to maintain a relatively fast growth, and backed by the listed people's group, the funds are abundant, in the short term will not consider the introduction of other VCs.　　Second, in the Merchant cooperation link, glutinous rice net is good with the brand well-known business such as Shun King Hot Springs, spicy temptation, "first financial weekly" magazine to cooperate, and can maintain the continuous cooperative relationship. Shenboyang's view is that "earning local service businesses in the market to promote the money" is still the direction of group buying site, how to price in cooperation and help businesses to brand marketing, are to focus on the issue. Glutinous rice network often introduced film tickets for example, to use their own set of evaluation system for the maximum capacity of cinemas, the number of screening halls, working days and holidays when the average attendance and fares to make a statistical analysis, to set prices, and assessment of the amount of purchase and sale of the group cap.　　Once the volume of group buy close to the upper limit number, timely stop group buy, lest appear "oversold" situation, affect the user's viewing experience.　　Finally, in the service link, the other group buying site in the job cut off a large number of customer service staff to ensure that sales in a short period of time is not affected, but this will also lead to its service level plummeted. Therefore, glutinous rice net recently invested 20 million yuan to start Tianjin New Customer Service Center, in improving the call agents, improve customer service telephone access rate, synchronization to improve service levels. For example, the sticky rice network will be divided into front-line customer service, second line customer service and VIP customer service, a front-line responsible for answering the phone, the second second is responsible for further information, communication with businessmen, and ultimately solve user problems, and VIP customer service is dedicated to VIP users. The meaning is, when the customer receives the telephone to be possible to see the user information, the previous group purchase record and so on, can have the pertinence to carry on the service.　　On the other hand, the glutinous rice net for the kind group buys the commodity to carry on the unification packing, launches own logistics system, lets the user after the purchase through the website to track the order. But Shenboyang remains concerned about the deterioration of the group buying industry, especiallyWhen a large group buying site Falls, the market in the hands of consumers buy coupons can not be consumed, cooperative businesses can not get the follow-up payments and a large number of unemployed workers will cause social panic, so that consumer groups to buy the site's trust is greatly reduced, which will still be the normal development of the group buying site to bring harm, "　　The chances of this happening are not now. However, when the group buying industry to complete the shuffle, the market only 3-5 buy site, the market competition will not be as fierce as now, group purchase site's gross margin, revenue will also be a large increase, a few buy winners can go farther.