The process of group buying in China

In order to be able to understand the development of the Chinese group buying industry in real time, following the publication of the list of Chinese group purchase websites, the iusertracker and ecommerceplus monitored the data according to the monitoring tools of the user's behavior, and visited the monthly users of each group. and the following single conversion data as the main indicator, launched the Chinese Group Purchase website List List, let me briefly describe it below.

List of Chinese group purchase websites

Iris Reviews:

The overall daily coverage of Chinese group buying sites reached 26.968 million, up 2.9% from May. Taobao gather cost-effective, handle nets and the United States Network 3 sites in the rankings than May to maintain the same; TOP10 Group purchase site daily coverage of the number of people have increased, of which the litters group than May growth of 52.7%, other sites 24 coupons, QQ Group purchase, comment Group and 58 group buy the chain growth rate of more than 10%.

Eric Consulting analysis that, from the daily coverage of the number of people, the current TOP10 group purchase site rankings are basically stable, the overall pattern is clearer. Real-class group purchase site Taobao gather cost-effective, by virtue of Taobao huge user and flow advantages to stabilize the top; to handle the network, the United States Group Network for the representative of the independent operation of the site set up early, large scale, the advantages are also more obvious; The rankings followed by the other sites with their own differentiated development also maintained a more advanced market position.

Iris Reviews:

June 2010, China Group purchase site users monthly total visits up to 2.08 billion times, compared to the May-month increase of 2.8%; Taobao gather the cost of stability first, handle nets and the United States network in the monthly total number of visits indicators on the advantages are also more obvious. From the ranking point of view, the litters group from the 5th to the 4th, monthly visits than May quarter-on-quarter growth of 43.6%, the growth momentum is significant.

The rapid growth of litters group is closely related to its recent intensive promotion of thematic activities. For example, the litters group's June launch of the "Lifetime" series of group buying activities attracted the attention of many users. The biggest difference between group-buying sites and traditional shopping websites is that they are more time-sensitive and require constant innovation to tap into consumer demand. Therefore, Eric suggested that the group purchase site needs to do a full effort in the selection.

Iris Reviews:

According to the daily average number of sites, excluding Taobao, excluding the cost of the June China group purchase from access to the next single conversion rate than May has a larger change. Among them, QQ Group purchase conversion rate is the highest, 5.9%. The conversion rates of the remaining sites declined from May.

From the average number of daily coverage and monthly visits, there are already a large number of netizens to develop the habit of purchasing. Group buying market competition in the background, group purchase site products richer, more meticulous service, product and service quality level gradually improved. Consumers after a period of buying spree, buy consumer behavior more rational, resulting in access to the next single process conversion rate has been reduced. How to enhance their own products and services differentiated level, to bring real benefits to users and excellent experience, to avoid vicious competition, is a group purchase site can not be ignored topic.

Eric analysis that the group buying site has been exploring new business model, the current group of buying sites have begun to dabble in the mobile Internet field, to open the new growth point of group buying sites. June Taobao cost-effective mobile phone special group, glutinous rice network lbs Group Purchase service, handle network "peripheral Group buy" function has emerged, for group buying market new vitality. In addition, the mass Comment network June launched mobile phone purchase payment function, and with the effective combination of LBS elements, to make up for the PC end group purchase timeliness and localization deficiencies, and further optimize the mobile phone group purchase user's shopping experience. Eric analysis that the combination of group buying website and mobile Internet will promote the localization and precision of the electric business.

Main selection basis

Continuation of the May 2011 China Group purchase site rankings, June, the advisory still select "Daily coverage number", "Total monthly visits", "access to the next single conversion rate (calculated by the number of daily)" Three indicators of group buying site evaluation rankings. Among them, the "daily coverage of the number" to reflect the user penetration of group purchase site; Monthly total number of visits "to characterize the user's understanding and loyalty to the group purchase site;" Access to the next single conversion rate (calculated by the number of daily) "reflects the actual attraction of the site group buying activities to users."

A description of statistical methods for selection indices

Daily coverage

Statistical caliber: This month, the average number of independent visitors to the site per day, user repeated access does not repeat statistics

Calculation formula: Daily Coverage number = Average number of site coverage per day of the month

Total number of monthly visits

Statistic caliber: The total number of times the user visited the site during the month

Note: The user access time interval of more than 30 minutes, the number of visits +1, single page open time less than 3 seconds.

Access to the next single conversion rate (based on the average daily number)

Statistical caliber: The average daily number of users on the shopping site in the month and the average number of users visiting the site

Calculation formula: Access to the next single conversion rate (per daily number) = Average number of users per daily/daily average number of accesses ⅹ100%