Shuffle: Where is the core value of group buying?

At the peak of the

2011, Chinese group buying formed more than 5,000 pets on a large scale. By January this year, the group buying industry shrank to 3,790 of the scale, less than a year time 2000 group buying website closed, which is enough to show that Chinese group buying has entered the winter. In the 2 anniversary of group buying, the regiment treasure nets and 24 coupons http://www.aliyun.com/zixun/aggregation/36567.html "> Capital chain broken, net group buying business closed, this is undoubtedly the Chinese group buying industry shuffle signal." The size of the

Group buys quickly shrinks, and some group buying sites are broken and thought-provoking. Earlier, many people in the industry are not optimistic about group buying, that group purchase in addition to low prices and no commercial value. Look at the plight of group buying today, we can not help but ask, the core value of group buying industry is what?

Low price hard to support group buying industry

Many people think that the group treasure net and 24 coupons broke because no new investment, and the failure of 2000 group buying, the same is because of the loss of wind transfusion caused the capital chain break. This is just a symptom, many group buy website closes down, blame low price.

As is known to all, group buying has now been equated with "low prices". Initially, buy a domain name, rent a server to buy a set of templates can open a group purchase site, very low entry threshold for group buying industry rapid expansion. As more and more capital poured into the group buying industry, the competition in the group buying industry became fiercer. The competitive performance of the group buying industry is that the latest record of "low price" is constantly being refreshed. Because of this, low price is praised as the value of the group buying industry.

It now seems that the low price has made the group buying industry brilliant, but also brought the group buying industry into the abyss. Low prices have attracted many users to patronize, but also caused a series of quality and service problems. Increasingly high complaints, so that low prices become worthless, a large number of group buying sites because of poor performance and closed down. The brutal facts prove that low prices are hard to support the group buying industry. However, the general direction of the group buying industry is not wrong, but the strategy is somewhat misplaced.

Life Service is a group purchase

for consumers, the attraction of low prices is limited, and only low price is not enough to support the emerging industry group buying. The most fundamental reason for the failure of many group buying sites is not the model, but lingering in the price war, and finally because of the lack of profits and closed. Objectively speaking, the development direction of group buying is right, to live service as a foothold in this.

At the moment, many group buying sites are expanding lines of business, including the failed group of treasures. Last year, the company launched a tour product and air ticket purchase business. It turns out that the business expansion of the group is not successful. By contrast, Group F, handle, litters group, American group and other groups have been focused on life services, and that the life service is the foothold of the group.

Group F CEO Rynning said: "Local life E-commerce has beenis the direction of our deep plough. "In the author's opinion, the Group F is based on the Life service strategy is correct." Take a look at the group buy products, mostly catering, entertainment and beauty, these life services are consumers of daily life in a relatively high consumption of items, after all, people eat every day, regular entertainment, to beauty. As far as the market is concerned, the market for life services is much larger than that of tourism products and air tickets. Plus the Low-cost advantage of group buying, such as Group F Enterprise based on life Services is a wise choice. In the continued deep life of e-commerce at the same time, Group F in the Welcome to buy a cold winter after the core value of the excavation buy.

Marketing is the core value of group buying

in the 2 anniversary of the establishment of the group buying industry, the low price is indeed the value of the purchase to create users. But strictly speaking, low price is not the core value of group buying, can only say is a phenomenon of group buying. In the author's opinion, the core value of group buying is marketing. However, many group buying sites blindly compete for low prices, ignoring the marketing value of group buying. and Group F since the establishment of the day in the building of the core value of group buying.

Last year, the F group to buy BMW's promotional activities, many people in the industry think it is engaged in eye marketing. In fact, the group F is trying to take a buy BMW this marketing campaign, highlighting the value of marketing. On the 3.8 Women's Day, Group F launched a 5D film group purchase and designed for women's beauty, nail and gourmet services to create a holiday economy.

in depth, group buying is a good marketing platform. Early, with the help of Low-cost group buying site gathered a lot of popularity. Plus the most of the products are life services products, are people's daily necessities of goods. From this point of view, group buying is the best marketing platform for life service merchants. So, marketing is the core value of group buying, low price is only a feature of group buying.

For the moment, group buying has gone through 2 years. From the initial barbaric development to the collapse of a large number of group buying sites, some group buying companies have been lost in the low price. In contrast, the Group F has been based on life services, through a variety of marketing tools to create the "marketing" value, which is worth other group buying enterprises for reference.