The remainder is king: The Survival Code of Group purchase website

Recently, "http://www.aliyun.com/zixun/aggregation/39045.html" > Economic Observer reported that the domestic group buying website reached more than 2000 at the end of 2010, by July 2011, This number has become 5,000, but the first ten are losses, group buying site prospects worry. Analysys International earlier survey report more pessimistic: within 1 years of the national Business operation of the site will not exceed 10, and eventually the remaining number of enterprises will be within 5, so "the remainder of the king" Become an ironclad truth.

Because the group buying site in the Chinese market has just started, and some in the hungry when it disappeared in the cradle, which is the result of the choice of the market, the survival of the fittest is the same rule.

Although the top 10 of the group buy site did not appear profitable, but, if there is the right direction and management mode, as long as can be "left" down, profit is sooner or later things.

First, this sad report, for the Litters Regiment, the United States Regiment, handle nets, this is a good news. Like video sites, the market will tend to be rational and healthy after the elimination of a group of incompetent. At present, the industry and a number of "quasi-experts" (pseudo experts) in foreign group purchase originator Groupon Model encountered some temporary difficulties, one-sided singing decline in the domestic group buying industry bright prospects, which let each group buying site have to say. Groupon's problem is an international problem, the game of the capital market is very deep, its localization in the Chinese market is not high, does not adapt to the Chinese market environment.

Second, the domestic group buying site gradually in the direction of differentiation. At present, the United States Regiment, litters group, etc. have different marketing models. Two sites never play outdoor advertising, not star endorsement, are committed to users are not satisfied with unconditional refund. The litters group mainly uses the flat management, in the whole country uses is the large area establishment, the national market divides into several big districts, the big area by the headquarters direct jurisdiction, each city by the big area direct jurisdiction, the decentralization. Localization-oriented business form, the regional system more in-depth localization, in the Business Operations more flexible initiative, close to market demand.

Third, the emphasis on local life services to buy the network to maintain a strong momentum of development, users and businesses in the "vertical" and "Regionalization/localization" under the two models have a lot of needs. In particular, the litters group "Wal-Mart" model, is regarded as the world's sixth largest trademark internet business model, its subversion lies in the business and users have a dual role. For the former, it is the precise marketing of localized advertising, which is a typical e-business. The user sees is not the advertisement but the content, the merchant ushered is the latent user. The first time users not only actively look at ads, but also spend money to buy ads, is the subversion of group buying.