Small and medium group buy marketing

A sales of Korean wind clothing business Friends Read Me a story about group buying is not necessarily suitable for each enterprise article, so asked me is he that site to try to buy marketing to be very cautious? I think that is because group buying is a need can also be measured marketing tactics, network enterprises (such as business), can be considered.

The main http://www.aliyun.com/zixun/aggregation/9048.html "> Marketing strategy is CPS (cost per sales) type of advertising, that is, in the flow of relatively large sites to advertise, Then according to click on the ads after the actual consumption of users, to the platform to advertise fees. The general advertising rate is about 30%, that is to say, 100 yuan per transaction, the actual hands of the income of the business, almost 70 yuan.

On the whole, CPS advertising charges have an upward trend. At the end of last year is only 15%, today's 30 point of the deduction rate also need advertisers and advertising platform to toss. There are some relatively large web platform, such as thunder, Tianya, but also need a guaranteed deduction rate: that is, according to Banner put a part of the money, more than the part of the CPS to price. Advertising platform This kind of pure CPS advertisement is not cold, also can imagine: with what show or click there is no commercial value return? With the continuous promotion of e-commerce, a large number of the emergence of the Web site, and the flow of media platforms can not be like the business of the springing up, the flow of resources to seek greater than the supply of market conditions, resulting in today's guarantee rate of deduction + high rates, it is not surprising.

The rise of the group buying site, to the more than a choice for the Business-to-consumer. The supply of this site has a very exaggerated upward curve, according to the China E-commerce Research Center Statistics, from the year January, 53, quickly reached the 8 September level of 1215. Even if the center thinks that by the end of this year, there will be more than 200, but no one can deny that this is a rapid rise in the form of the site, but precisely because of the rapid rise, forcing group buying sites in each other's competition, there is no such a large flow of media platform as cocky.

In today's group buy rate, slightly larger, the quotation rate is probably in led, uttered, that is, every 100 yuan revenue it to take 10 dollars. The small and medium sized, and the large actual operating rates, are 0, because it requires a product to boost their popularity (and recently even a large group buying site with a 0-dollar house gimmick to gain attention). Compared to CPS's entanglements, the Business-to-consumer should pay attention to this emerging market.

In the final analysis, the most basic number of users of the website is the flow, with the flow, only the list of potential consumers, if the page design more than a little effort, but also to improve the conversion rate and customer unit price. This is a very typical funnel principle, the first layer of funnel, is the flow and potential consumers.

Group buying sites are unlikely to bring a large volume of traffic to the Business-to-consumer, because their own flow is not very big where to go, but if the regular on the different group purchase site to release some discount products (in fact, many consumers can even come up with a lot of money can not be the inventory), the expansion of the list of potential consumers is very good. Group buying is an online transaction, and the consumer is an online transaction, which means that online payments are not a barrier, and that consumers who take out a certain amount of money to buy their own goods at least indicate that they are interested in the product. All these factors allow the operator to get a good raw material: it is perfectly possible to operate well and improve the overall sales flow.

In fact, CPS ads can almost do this (in addition to the potential consumers do not have the habit of paying online), but the CPS today's high advertising costs, for small and medium enterprises, has become a burden. As a newly emerging form of group buying, the Business-to-consumer should have this sensitivity to quickly cut in. You know, similar to the name of the van and other today's famous for the customer, that is, when the CPS has just begun to carry out low-cost implementation of the time laid its status.