The core of group buying website operation: simple process and control

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Since the beginning of the Wang copy Groupon launched the United States network, a few months, the domestic emergence of a large number of group buying sites, more well-known has glutinous rice network, the United States network, handle nets, QQ group purchase, Comment Group (the public comment on the network), Poly cost-effective (Taobao) and so on. For a time, group purchase site in the field of "Hundred Group War" and even "thousand Regiment war" situation, the Chinese people like to join the fun, lack of innovative spirit of the temperament again exposed. However, I do not care about what the unknown group buying site will toss out what new things, but the well-known group purchase site in the rapid expansion of the process of the emergence of a variety of problems in the process.

The essence of the group buying site is the simplicity of the process, which controls group buying time (usually one day), group purchase number (generally take control of the lowest, the highest number), buy goods (generally a daily launch), consumption time (usually 1 months to six years), etc., to achieve the model of simple, fast, effective, the greatest degree of attention to attract users , the shortest time to complete the process of buying, and let users in a controlled time to complete the consumer behavior.

However, in order to maximize the short-term benefits of some group buying sites, often lack of effective control of some links, one is to overestimate the cooperation of business services and reception capacity, the second is in the business and product services to control the choice of inadequate. Recent group buying industry two major events reflect this aspect, one is glutinous rice net game currency Group purchase incident, the second is to buy network mobile hard disk purchase encounter supplier fraud events. These two typical events to the entire group buying industry sounded the alarm, is how to choose excellent business services and products, how to control the success of the purchase after the consumption, how to correctly assess the hospitality capacity of businesses, how to restrain businesses, to ensure that the quality of service is quite critical.

From the coverage, handle network is currently the largest group purchase site, covering the domestic 100 large and medium-sized cities, but its August sales and glutinous rice network, the United States network is far apart. Starting from mid-September, the handle network is in many cities to implement a "one day, many groups" mode. To handle this new move, I have been holding a bad attitude, that its departure from the core group buying site model is "simple", distracting the user's attention, it is difficult to balance the interests of different businesses, at the same time the operation of the handle network is also a great test.

Of course, the group purchase site model needs innovation. Taobao recently launched a group of buy Mercedes-Benz Smart sedan, to 77 percent discount 200 cars in 3.5 hours was snapped. In addition, the fierce buying network of group buying activities are mostly in kind, but also for the national users, is a kind of differentiated operations.

In the group buying mode, I think, in the future will be based on a densely populated area of high Precision Group purchase website, Science and Technology Park, CBD and other white-collar population gathering areas, University City is a good group to carry out the region. In addition, such group buying sites can be transformed into a regional Business-to-consumer website at any time after the operation matures. At present, many universities in the United States have appeared "one school group" model. I look forward to such a model at home as soon as possible, and its prospects are very promising.

Author: Traveler is Infinite

Sina Weibo: @dosou

Article Source: http://www.dosou.net/groupon-control/