Strict group buy site survival period only a year more?

Undoubtedly, with the addition of bat and other giants, life service O2O become the hottest area this year, especially in the mobile Internet, this kind of access to the line under the two-way connection, is becoming more and more urgent. This first performance, the major group buying site after several rounds of fighting have transformed local life electric business platform, and buy this PC era product, how can under the mobile era continue to brilliant is Iron elder brother recently very concerned about. The whole industry in the mobile era is to go through the tangled stage of breaking and standing.

In this transformation, litters group is one of the alternative, Mister Xu Maodong recently in various occasions have emphasized that litters group is not a group purchase site, and to sales accounted for, business feedback and traditional group buy three major drawbacks such as data, cases and viewpoints to prove. Today's litters Regiment, in the Life Service Electric business Platform Development Road, already from provides the basic platform service, enters to constructs the electric merchant ecosystem the stage. Looking back over the past few years, how should we look at group buying, the future of Life Service electric business will be how to develop? At this point, Tico to the litters group as a sample, trying to analyze the local life service electric business in the mobile internet age transition mode.

Strict group buy site survival period only a year more?

The original model of domestic group buying site is basically reference to foreign Groupon, at first or take a daily discount, the daily limit group per person mode. But the limitations of this model are already evident in the Battle of the Thousand.

First, the model of daily product volume is less, it is difficult to attract the user's active attention. Because of the extremely limited discount goods, users in the process of meeting their favorite products or services, the probability becomes extremely low, and only rely on special form to price driven by the user is also often viscous not high, the store is hard to have the power to support price activities for a long time. Any activity must be long-term stable for the store to bring new users, and new users to stabilize the loyal users, then the activity is alive.

Secondly, the model is a waste of offline resources. Group Purchase Site Competition in addition to the last capital chain is the amount of online cooperation, and this single simple product display mode makes the resources under the line is difficult to get full display, but also is not conducive to the user's use habits.

In fact, we can also find that the beginning of 2011 litters Group began to play mall, the concept of the mall into the group buying mode. The category and quantity of group buying also covers almost every aspect of life service. So, group buying for businesses and sites to bring stable users, and buy mall can be in the business brand and customer retention.

Although the Chinese group bought a Groupon, but the establishment of the mall model and success is a major contribution to the Chinese group buying industry, since then, group buying site is no longer just a group buying platform but local life electric business platform.

Brand Mall changed app, business continued to profit

The biggest impact of the mobile era on the group buying site is that the traditional group purchase site is based entirely on PC thinking, if the mobile Internet may be to adapt to fundamentally change the traditional original operating mode.

First, the flow of the center to change the user as the center. PC era of traffic for the king, platform operators through advertising, bidding rankings and other means to attract traffic, and then distribute the flow of traffic to the cooperative business. But the mobile Internet is the user as the core, the platform needs to have a loyal consumption capacity of users, through activities and data and other ways to activate user behavior. This is the traditional group buy platform the biggest impact, after all, is the ideological fundamental subversion.

Secondly, from the user's custom, the mobile end of the merchant's presentation is completely different. Used to rely on the home page recommended to import traffic, to change to push information or user active view of the way, mobile times all-inclusive home page may also have to go down the stage of history. Therefore, how to let users focus on the business as a user and adapt to the habit of buying platform to become the focus of work.

Therefore, the mobile of the life Service Electric quotient becomes the problem that each big platform must face.

The Litters group practice is to launch "shop Pass", the product can provide businesses with their own online shops, including independent merchants Mobile store clients and brand stores, one-stop through the third party platform to help businesses directly connect users, for businesses to achieve online direct sales, member operations, dynamic promotions, brand display and other functions. That is, litters group for the cooperative business to create a separate app, businesses can independently manage the users on the app, which comes from the litters regiment, there are many from the Third-party platform and group purchase site. There is only one core: to retain customers for businesses, and to achieve a reverse O2O from line to line.

Through the system and mode, the size of merchants can basically get a simple version of the CRM management system. And then, including group buying activities, a variety of promotional activities to continue to import new users, and the system will try to turn the initial customer into a loyal customer, improve the head. This way may be a change to buy industry in the past users such as the water after the low storage of the problem also resolved.

What does the litters group intend to do?

A friend asked Tico, litters Regiment so big moves for the merchant to launch a one-stop management platform, exactly for what, just the retention of the user, Tico think there are the following several intentions:

1, access to high-quality user reserves, the user through the major platforms and litters to shop shops, through the "shop through" to become shop users and fans, the state of concern. Users in the system, the litters group then do a variety of business models are possible.

2, to obtain user interest and consumption of large data; Large data in the mobile Internet, the analysis of data on the one hand continue to do with interest, on the other hand, Tico that the user's consumption habits for the sampling criteria for analysis, so in line with their own product positioning and purchasing power of users is the real needs of And through the system, litters group can almost also get users enough consumer information, convenient in the precision push to activate the user's desire to buy.

3, continue to stabilize the line under the channel relationship; Life Service Electric business is all localized operations, so the final competition to a certain extent is the line Sweep Street team competition, the system in the stability of the relationship between the business and the platform is self-evident. Can greatly reduce the litters group line under pressure.

Group buying site after several rounds of shuffle can survive almost all of the industry and Phoenix, and are in the broader life service to expand the direction of electricity, in the mobile internet era, opened a new round of competition, especially a few major internet giants are also actively joined the race, the level of upgrade, who can win in this round, but also to wait to see. Tico will then analyze more of the industry, stay tuned.