The age of being combined: review of group purchase in the first half of 2013 years

Why use the combined to sum up the market development trend? We see that in this six months, mobile phone group buy and PC stock Go hand-in-hand, even greatly catch up with the latter meaning; at the same time, group purchase itself and the line between the electronic coupons gradually blurred, which makes the two together become inevitable. In fact, from December 2012 onwards, the Chinese group buying industry and the month of the most popular domestic blockbuster "Thai embarrassed" together continued to rise, has 6 consecutive months turnover exceeded 2 billion yuan. According to the group 800 of the mainstream group buying site continuous tracking statistics, Domestic group buying market in May to 2.46 billion yuan turnover again refresh history, compared with the same period 2011 growth nearly 4 times times, the month of the total number of sales of the list of 5 consecutive months on the average of 350,000 or more, the first 5 months of this year has 3 months more than 45 million people buy (January, April, May) The "Measurements Index", which depicts the total size of the group buying market, tended to stabilize in 2013 and did not show several major dives in the 2012 years. Figure: 2013 Group buying industry indicators continued to grow when we start in the spring of 2010 three-year group buying scale in a long scroll, will find that experienced three cycles: Before July 2011, group buying is "billion times", the monthly turnover average of 1 billion yuan below; before December 2012, The average monthly turnover in 10~20 billion (only August 2012 turnover of 2.11 billion yuan), this phase of the group purchase is "1 billion yuan era"; Since December 2012, the group buying industry has 6 consecutive months turnover of more than 2 billion yuan, has steadily entered the "2 billion yuan era." Figure: 2013 stable development in the "2 billion yuan era" industry brought about by the simultaneous changes in the overall growth of the industry, but also brought the normal-group purchase-this to the site, The three sides of consumers and merchants have profound influence and change: Group buying site by the blind pursuit of explosive and turnover mentality has been transformed into the pursuit of sustainable development of the rational gross profit margin, in 2012, the average discount rate also increased to 39 percent; consumers from the initial "snapping" mentality into "on-demand" Merchants are no longer blindly follow suit to do group buying, but learn to use group buying as a marketing tool to meet the promotional needs (push new products, open new stores and pull a fresh guest, or fill in leisure and off-season costs), and even learn to buy into the two of their members to do their own marketing. The second is the rapid development of mobile phone group buying. As group buying goes "without reservation", users in mobile phone search near to buy and immediately consumption, which will greatly increase the conversion rate of mobile phone trading; At the same time, mobile clients make group buy arch into the preferential range, the increase in customer unit price also makes the overall turnover of group purchase increased, while group purchase site and business margin will increase. At the beginning of the year we had to predict that the number of mobile phone purchase transactions will exceed 40%, for some of the leading sites, even the mobile Internet overtook PC Internet situation. Buy a twist: coupons, vouchers, membership cards? Consumer Discovery Search in these monthsSome restaurant purchase, will appear similar to 79 yuan to 100 yuan of electronic vouchers. Is this a group purchase? In fact, many vouchers eliminate the consumption time and category restrictions, more like a one-time discount membership card. Group purchase to coupons, membership cards evolved, inherited the advance fees and closed-loop verification system advantages, but also for consumers to bring the use of freedom, for businesses, due to the weakening discount, in fact, the scope and quantity of the courage to expand, trying to pull new customers in group buying, in order to cultivate users back to consumption habits. It must be admitted that, although the voucher plays a role as a temporary membership card, however, there are still restrictions on the use of deadlines and fulfilment reductions; In addition, because it is anonymous use, the merchant can not be traced to the user consumption frequency and customer unit price, also can not establish a member system to more accurate follow-up marketing (bonus points, member privileges, etc.). Similar to the micro-letter, the public comment on the broad user base of mobile phone app has tried the layout of the merchant membership card, trying to start from the consumer's mobile phone to help businesses build a more lightweight membership management system. What's the next step? Order before you take your seat? A menu of best practices shared by consumers? None of the group-buying sites are happy with the status quo, which may soon appear in less than 5-inch mobile screens. The difference between the mobile phone and PC group purchase behavior through the same time period group buy Daquan client and group 800 of the PC site jointly produced 500,000 order sample comparison analysis, draw a series of very enlightening conclusions, share the following: figure: Mobile phone and PC group buying behavior appeared "slow beat" phenomenon from the time distribution, The weekend is the peak of the mobile phone buying group. Saturday Mobile User Purchase order proportion accounted for 37.11% of all orders, Sunday reached 42.4%, are much higher than the Monday to Friday average level of 31.21%--estimates and go out to eat and drink is related. Look at the two order-volume graphs, 7 days a week and 24 hours a day, will find an interesting phenomenon: the PC side and mobile phone-side fluctuations in the shape of the basic synchronization, but the mobile phone side of the peak relative to the PC side will always be "habitual slow-beat"-7 days a week in the curve of the peak of the PC in Friday, and mobile phone end in Saturday The peak of the PC side of the 24-hour curve appears at 12 and 18 respectively. And the phone is at 13 and 19--perhaps that explains the unique scene of a mobile phone purchase, which is the possibility of a mobile phone buying for its immediate consumption, when a user has no computer on his lunch break or on the weekends and needs to buy, while the night is around 23. People who are accustomed to PC owls still have a wave of advance picking for future deals, and mobile users don't have the habit, which in turn validates the instant value of group buying. Photo: Mobile phone buy in the movie ticket to 23% if the restaurant, there may be a PC in advance group purchase, then in the movie to see the demand, more directly reflect the user's pursuit of efficient efficiency. About 23% of the phone's orders came from movie tickets, while the May movie ticket group purchase accounted for only 14 of total turnover.0%, this shows that compared to PC-side users, the proportion of consumers with mobile phone buy movie tickets is much higher. We can even sketch out a group of consumers: instead of staying up for the next day's surprise as they did 3 years ago, they think they should always be there, in every restaurant, KTV and movie theater that they want to go to, walk to the door of a merchant or even sit in a seat, and take a leisurely look at a smartphone in a giggle. And in the waiter or surprised or disdain or numb gaze, cool and skilled use of mobile phone to pay for the purchase coupon ... In this two-in-one era, they are skilled in using PCs and mobile phones, convenient, not to care whether you are a group purchase or voucher, can be used. It's hard to say that there's a difference between technology and life, who dominates, and maybe this group of people changes everything.