Some viewpoints on the actual operation of group buying mode

An article on "E-commerce Entrepreneurship: Buy or traditional" after the publication, has received a lot of inquiries, because more people ask, so sorted out, posted, as a supplement to the previous article.

1/for "real" goods, group buying mode is more suitable for the existence of the way is as a customer trading site supplement, a shared membership and other data based independent shopping channel. Because of the different trading mode, group purchase function (site foreground products) can not be combined with the traditional transaction process. Traditional business has a lot of commodity resources, can occasionally call some "special" items, placed in the "group purchase Channel" to attract users, or as a means of maintaining loyalty;

2/For "service" goods, the essence of this kind of goods is a valuable "coupon class" commodity, is the service content of prepaid consumption. The business was digitized long ago. Simply put, it is through digital verification instead of paper "coupons" circulation, to confirm your consumption authorization, such as through the wireless network of mobile phone down SMS, generate a confirmation of consumption information. Of course, "coupons" goods can also be used to buy "physical" goods;

3/for well-known brand products, because the special price of the purchase of the product's retail prices system (including network sales) caused a certain impact, so the official sales channels for such branded goods rarely do so, or just do the behind-the-scenes operation. Group buying sites rely on this type of merchandise only, to maintain a large-scale operation is not easy. But also because of this kind of commodity brand reputation is high, group purchase sales is the most secure;

4/for the lack of strong "brand" effect of goods, because the market does not have a clear sales price system, the product has no system pricing rules, it should also be a group buying site can make more money for goods. But the sale of such goods may not be so easy, unless the purchase price is significantly lower than other brands of the same grade goods, and consumers need to be very aware of such goods and the difference between the function and service;

5/for "service" goods, due to the cost of service differences will be very large, and some may be very low, so the group purchase price of such goods can also be very low. Because there is a certain margin of profit, such goods should also be the most easy to make money on the site, and relatively easy to obtain such goods long-term and stable supply;

The commercial value of the 6/group purchase website, for the commodity (or service) supplier, the most important is the commodity promotion, the trial test, and the goods of the season (or the goods with the time limit used) to clear the goods;

7/If the consumer's ability to identify the goods is limited, it is easy to degenerate the so-called "buy trap", the beneficiaries of group buying transactions, become the victims of group buying transactions. So the integrity of the group buying site is also very important;

8/ For "Coupons" products, group purchase site and coupon site is the biggest difference is the purchase site coupons are the price of "merchandise", and in the coupon site, may be registered as a member, you can download the free. From the technical support point of view, because "coupons" goods mainly service goods, very close to our daily life, wireless networks and mobile phone payment methods will eventually be more applications, which will enable members to more timely and convenient to obtain better purchase, download service experience. At the same time, because group buying behavior is limited to purchase behavior, so, group purchase may be more suitable than traditional customers through WAP website or other wireless network products marketing;

9/about "O2O", I really can not understand! E-commerce, the most basic understanding is to confirm the transaction through the network, or even complete payment. But the vast majority of goods or services, it is impossible to "online" "virtual" experience it, unless it is a digital category of goods. Personally think that this concept has no technical content to play.