The defeat of the Thousand-Regiment war handle net was expected

Group buying industry since the birth of the day there are too many accidents. One day the birth of dozens of group buying website, this is an accident; Litters group quickly superior, is an accident; group buying sites have invited GE and other stars endorsement, this is an accident ... A few days ago, http://www.aliyun.com/zixun/aggregation/26784.html "> Group 800 released the" MAY 2011 China Group Purchase Statistics Report "show that handle by the United States Regiment beyond, this is an accident?





has always been, handle net whether flow, or sales performance, are called group buying industry leader. However, after entering the May, the handle net sales performance has been surpassed by the United States. May Group Buy statistic report data show, handle net May sales from April of 102 million yuan, to 68.183 million yuan, and the United States Group net sales in May steadily rise to 75.202 million yuan performance superior. In the eyes of Outsiders, the American regiment beyond the handle is an accident. For those in the industry who are familiar with the group buying industry, it is not surprising that the handle is defeated.





Although the current is still the pattern of the Thousand Regiment war, but group buying industry dispute, is just handle, the United States, the public comments network, litters Regiment and other giants. In these giants, only the handle and the performance of the 58 group showed a downward trend, the Group F and Litters Group's performance achieved a doubling of sales growth. Group F May sales of 59.931 million yuan, an increase of 119.8% from April, litters group May sales of 31.267 million yuan, a 148.7% increase from April, successfully ranked top ten in the sales list. May sales decline in the group buying site, in addition to handle, there are 58 groups.





Group purchase site performance changes, is the inevitable result of fierce competition. Contrast handle net April and May sales are not hard to find, handle net sales drop as high as 33.7%. The strategy of handle net will find that the sharp decline in the performance of the handle network has a direct relationship with its market development strategy.





in early 2011, handle net High-profile announced the increase in advertising efforts. It is said that since the beginning of this February, the handle network has put 500 million yuan of advertising, and do not hesitate to GE do handle image spokesperson. Right now, GE endorsement of the handle advertising has been in CCTV and other print media broadcast. From the performance of the May, the handle network with crazy advertising expansion of the market strategy to declare failure.





By contrast, the success of the United States to surpass the handle, has always adhered to word-of-mouth marketing, and constantly improve the user experience to improve performance. In terms of performance, the market strategy of the US group is successful. According to the United States Group Network related sources, the current United States Regiment 70% of new users are based on the old user word of mouth brought. And the handle of the market expansion strategy, is to use advertising to expand new users. It turns out that it is wrong to use advertising to expand the market.





in fact, the group purchase site is a web-based e-commerce model, the use of graphic advertising to expand the user's idea is obviously a bit misplaced. In addition, integrity is also a sharp drop in sales performance is another reason. Under the rapid expansion, handle nets trapped in the integrity of the mire, from the virtual standard group buy prices, to the number of false, and constantly exposed quality problems, lost the integrity of the handle performance decline is also a reasonable thing. At the same time, the United States group in the continuous strengthening of credit construction.





in front of the link, the U.S. regiment for each new line of the group purchase project, to go through eight audit procedures, after the sale of the link, the United States to launch expired, set up a "seven days of approval, the consumer is not satisfied with the United States to pay for after-sale protection system." In addition, the United States Group also spent tens of millions of dollars to create call centers to improve service levels. From the pre-sale checks, to the perfect after-sale, the United States Group Integrity Construction has begun to bear fruit, the May performance growth is the best proof.





in terms of the status quo, group buying industry competition is almost crazy. In the group buying industry exposed a variety of problems, group purchase site development will return to rationality, rely on good faith and Word-of-mouth to win the market. May, the United States Regiment Superior, handle defeat, but also verified the group buy rely on good faith development can be long.