Shuffle is imminent: where is China group buying road?

2011 is the most prosperous year in China group buying industry. This completely "developed" on the internet on the new industry, in this year became one of the hottest industry. So, people in street streets are talking about how easy it is to save money by buying. Not long, too many competitors to join, so that the industry plunged into a vicious circle.

According to the data, from the second half of 2011, the number of visits to the site began to shrink, to December 2012, the number of domestic group purchase site visits accounted for only 0.61% of the total Internet traffic. And in the peak period of six months ago, this figure once reached a staggering 0.84%, domestic group buy face severe survival test

From the hot to the present quiet period, what is the mischief? And what kind of group buying mode, the ability of domestic survival? After six months of large cleaning, can survive the group buying enterprise nature can withstand the wind and rain, the major group purchase site business direction also began to have their own characteristics, differentiated management began to form gradually. As far as the current situation is concerned, the first-line group buys the enterprise to represent three kinds of business model, which is more reliable? We might as well dissect it in depth.

The famous group buying Web site for example, they are mainly to go in kind group buying mode. The so-called physical group buying mode, refers to the content of group buying more for the kind, rather than life services or entertainment services. The benefits of this kind of buy is self-evident, can let the consumer really enjoy the benefits. Natural consumers are willing to buy, and advertisers are certainly willing to invest.

With the development of E-commerce, the price of physical sales has become more transparent, which resulted in the price space for group buying products gradually reduced. To have a price advantage must have warehousing and logistics advantages as a prerequisite, but in the warehousing and logistics, handle such a group of purchase sites and Jingdong, Cat and other public website to form competition. So handle net kind of the prospect of buying, not be very optimistic. In view of the whole industry environment, the handle net of the kind of purchase is mainly to impact higher sales and design.

Another well-known group to buy the website of the United States is the life service as the core mode of group buying, will be in kind group buy control in a few areas, as much as possible to tap local business. This approach is as low as possible to save costs, and keep the vitality of group buying site. In contrast, the United States is relatively simple in this way, but also lack of some innovation. In addition to the current pattern of the United States is lack of bright spots, fierce competition, the United States such a single model will face great risks, after all, the homogenization of serious purchase orders have been the United States group encountered the development bottlenecks.

And the United States is close to the Litters Regiment, litters Group Group purchase content also focus on life services. But unlike the American Regiment, the litters group advocates the two modes of the O2O and the parallel. I believe you are very familiar with, and O2O is an off-line business model, through online marketing to drive offline sales, the various preferential information to the user.

From the litters group recently on-line litters mall can be seen, the litters Regiment is committed to a service consumption "packaging" into the situation of physical sales, to attract more traditional businesses through this more autonomous control of the model, to manage their own "service goods." Compared to the simple group buying business, this approach is more mature and perfect. Can break through the limitations of the group buying business, so that litters group sales for a long period of effective sustainable, and not too much increase operating costs.

On the above analysis of the three famous group purchase website Market Strategy, they have a focus: Handle group focus on physical sales, the United States to pay attention to life services and smooth development, and litters group is bold innovation, has been committed to the combination of both the O2O and the model exploration. From these three models, it is very difficult to say which one must be the road of the future. But relatively speaking, the litters group walks the pattern to be more steady and comprehensive, avoids the risk at the same time has the certain innovation. Make it possible for advertisers, consumers and service providers to find their place. Therefore, from now on, the litters group's business-to-consumer and O2O combination mode is more suitable for market demand.