The volatile group buying industry seems to be in the cold again

Absrtact: The volatile group buying industry seems to be once again encountering a cold spell. According to group buying navigation website Group 800 Newly released statistics report, October Mainstream group purchase site total turnover of 1.78 billion yuan, buy 34.784 million people, following the fall in September continued a small chain down

The ups and downs of the group buying industry seem to be experiencing a "cold spell" again. According to group buy navigation website Group 800 released the latest statistical report shows that the October mainstream group purchase site total turnover of 1.78 billion yuan, buy 34.784 million people, following a fall in September, continued a small year-on-year decline of 4.3% and 3.1%. By the end of October, the total number of national group purchase sites continued to be reduced to 2,908, compared with September, the reduction of 11.

In the past 2 months, the total monthly turnover of the group buying market has fallen by 330 million yuan from its peak in August, according to consecutive data. At the same time, large group buying site is to improve the product unit price and optimize the operation to improve the status quo, and some small and medium-sized group purchase site to try to residential Community service Center, for the local residents to provide daily fresh, peripheral catering to buy services, showing a new vitality.

Streaming, rising prices led to October decline in performance

Regiment 800 report pointed out that the group buying market October overall performance is not satisfactory, with the month special big environment has certain relations. In a sense, the fall in performance this month is a result of the common effects of subjective and objective factors.

According to data released by the national holiday Office, this year's Mid-autumn day of the eight-day holiday during the national total reception of 425 million visitors, more than last year 40.9%, many consumers chose to travel in the holiday, coupled with the long holiday Express service in a semi-closed state, so that local service group buy and in-kind group buy sales are subject to a certain impact.

In addition, starting from the end of October, the electric business sites have prepared for "double 11" large-scale promotional notice activities, many consumers have decided to "watch the wallet waiting for a double 11". October Group buying consumption power by the above two channels streaming, resulting from outside interference of group buying sales cycle only three weeks.

In addition, increasingly normal, price quietly floating group buy products are gradually in the eyes of consumers lose attraction, the ability to absorb gold no longer past. According to the Regiment 800 statistics, OCTOBER Group purchase service single and the kind of customer unit price is 62 yuan and 16 yuan respectively, and in January this year respectively 55.6 Yuan and 14.1 yuan, the average discount strength from 2 years ago 30 percent liters to 40 percent.

Consumer experts, group 800 co-founder Hu Chen Analysis pointed out that the group purchase price increases and the group purchase site from the second half of this year to adjust the strategy to seek profit has a certain relationship, in the general loss of a new round of capital injection in the current situation, group buying stations are trying to control operating costs, and discount strength will rise to a Group buying station itself also has a certain profit of the best balance line, group Purchase operation center of gravity will also be more customer unit price higher service category gradually transfer.

On one side is the monthly turnover and the number of buyers fell on both the chain, the other side is October in the sales of a single quantity of new high, reached 316,000 single. This number means a positive and negative signal:

First, a large number of businesses have been group buying as a regular new customer sales channels, the current online sales cycle of group buying products are generally more than 7 days, the current sale cycle of up to 3 months, 6 months of local service group purchase is common; Even a jump in the monthly total will not lead to the same proportion of purchases and turnover growth.

According to statistics, a single group purchase from the shelves to the next, the turnover of more than 1200 yuan in less than half the number of groups, the purchase of more than 17 people only 50%. Although a small number of group buying products can become a million people snapped up the day, but most often need to sell online one weeks or even one months, in order to harvest a few consumer orders, it can be said that the ground merchants are bursting with bleak and desolate situation also appear in the virtual world of the Site page.

Buy to reproduce the value of life radius

The two or three-month slump seems to have dimmed hopes for the group buying industry to recover in the fourth quarter, but it is still possible to find out from the annual data comparisons that group buying has gone from an impetuous bubble to a real life with its own unique value.

According to the mission 800 statistics, in October 2011, service-type merchants online sales of fewer than 74,000 groups, and by October this year has increased to 294,000, the number of service merchant participation Group of nearly three times times year-on-year growth, indicating that in a short span of two years, more and more service businesses understand the business model buy.

In the past six months, the monthly group purchase consumption has been maintained in tens of millions of people, and with the popularity of mobile internet, more and more consumers even choose to shop near the real time through the mobile phone under a single group purchase, which makes group purchase from the basic pull the role of the new customer to change to the preferential discount to the Group buying has been integrated into the daily life of consumers, and for the service industry marketing to play a multiple value.

In large group buying station bloodshed at the same time, a group of residents of the community as a radius of growth of the "small and beautiful" local group buying site is quietly emerging, showing a different vitality. They are often derived from the Community Owners Forum, and through the way of group buying channels for the community residents to provide daily life of the surrounding food and beverage services, fresh fruits and vegetables and local specialties.

In addition to the standard group purchase prepaid mode, consumers to work during the day on the site to choose their own home vegetables fresh, after work by the purchase station pick up shop to take away. At present, Beijing already has several take shape the community type buys the station, like "Huilongguan buys the Net", "The tin tong Yuan buys the net" and so on, has formed the good reputation in the local resident community.

Group buying industry after 3 years of development and back to the original point of Origin-collective procurement? Hu Chen analysis points out that, compared with the large group buying station, "small but beautiful" community group buying station is rooted in the local community, so the user loyalty is high, viscous more strong, positioning in the regional resident services, do not need to have too much expansion and operating costs, This is similar to the neighborhood supermarkets and convenience food stores, with Wal-Mart, Carrefour and other large supermarkets to provide different values to form enough differentiation and survival. After nearly three years of group buying, this way of returning to the service source has also provided new development ideas for the whole process of O2O industry.