The life and death of Groupon

1 recommended This article has news that Groupon and Tencent cooperation website "high Friends" gaopeng.com yesterday again online. "High friends" up and down the recent group buying market scene drama. Radical high friends + tyrannical Tencent, from the strength of the absolute is a pair of "gold partner." It is Groupon's best choice to work with Tencent to enter the Chinese group buying market, but Groupon is now at the crossroads of life and death, not alarmist.

The first is the issue of cooperation between Groupon and Tencent. The greatest test of cooperation between the two is who controls the leadership. Gao Peng is the investment of each half of the establishment of the two sides, the relevant media reports said that in the operation of the management of almost by the German side, the high level of the senior is almost all expatriates and overseas background of the Chinese people, the understanding of the domestic group buying market is very low. This is certainly unacceptable to Tencent, which has always been strong and familiar with the Chinese market, and so the dominance of the two sides is bound to be fiercely contested. Prior to the high peer site in all parties do not know the situation, suddenly on line, but less than 24 hours "high friends" home page was removed, reflecting the two sides in a very serious difference in cooperation.

In addition, before the cooperation with Groupon, Tencent has launched a group buying business, that is, QQ group, and the current QQ group and high friends are not related. QQ Group is a hurdle between Groupon and Tencent.

Second, Groupon now faces a brutal competition in the external environment. "2010 Domestic Network group buying industry data statistical analysis" shows that as at the end of 2010, the number of domestic group buying site has 2,612. At least 7 of them received venture capital, ranging from millions of to tens of millions of.

Renren's group buying site glutinous Rice Network has announced that it will invest more than 200 million yuan in marketing. In the future, its TV ads will appear on the CCTV channels of the multiple columns, and the major cities of the subway and building advertising will become its marketing channels. Handle nets in the building advertising is the 5 million + Mercedes-Benz lottery, prior to its BMW draw, the Shanghai House Lottery and a series of activities. In addition, the domestic internet giants are also involved in the group buying market. The back of the cost is Taobao, Sohu Love family group has Sohu backing, Sina has also launched a group buying business, 360 also released news to push group buying. As the first-line sites stand out and occupy an ever-larger share, Groupon is increasingly facing rivals.

Groupon just pays, and the rest is up to Tencent. This is the advice of Kai-Fu Lee to Groupon, which is a profound insight. Internet giants have many cases of Chinese market, such as ebay, with ambition and a lot of money to occupy the Chinese market, but the result is very miserable. The big reason is that the localization is not enough, the Chinese market does not understand.

Tencent has a deep understanding of China's consumer market. and QQ Group is an easy to solve the problem, as long as a certain way to join high friends can be resolved. In the face of many competitors, Tencent hundreds of millions of internet consumer databases are high friends in China ready-made consumer market. In addition, many people in the industry believe that Tencent's offline experience, but this is not a problem for Tencent, and professional to do offline company cooperation, or even acquisitions, can solve this problem. For Groupon, Tencent is in charge of dominance, and high friends are born, whereas high friends are likely to die.