The six trends of future group purchase website operation Development depend on the change of user's demand

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

2010 we saw the Hundred Regiment war, 2011 we saw the overwhelming hundreds of billions of group buy ads, at this time the group purchase site Hegemony war, not so much is the competition of site users, rather than the market to promote financial competition. US Groupon's blow to China has allowed the Chinese Internet to reappear in a "frenzy" of fashion, however, the rapid burning of money at the same time, but there has been an increasingly serious phenomenon of homogeneity, such as the homogeneity of the page experience, the homogeneity of product resources, consumer users are too low viscosity, sustainable competitiveness is a serious lack, so continue , the future half group buying site will disappear. Thinking the way out, the fittest is inevitable, only to enhance their competitiveness, can be a long-term foothold.

The content of the website is rich

At present, most of the product resources from the life of traditional businesses, can be said group purchase site, more like a health consumption guide, including almost all the life of the product consumption and service consumption areas. With the gradual homogenization of product resources, content with readable value is becoming an important factor to attract users.

Life information complex Numerous, the information content must and own website product has certain correlation degree, promotes the product sale, the green leaf function basically is to foil the red flower. For example, cosmetics group purchase, beauty services, you can tell the user a certain beauty knowledge, teach you how to beauty and so on. If the user just to seek preferential discounts to come, in the face of homogeneous products, it is difficult to ultimately retain users, it is difficult to dig out the deeper needs of users. When users get a greater degree of satisfaction and trust, users are more likely to increase the purchase rate.

Second, the website user SNS

The face of E-commerce site users of the larger loss rate and higher user costs, along with the huge cost of advertising investment, and some site users cost as much as 100 yuan. User viscosity has always been a flock of birds, groups of people, the same interest, the same demand, each site has a user's group effect (social relations), most of the sites are only the use of some third-party sharing platform or Third-party SNS platform for users to share, and their own platform lacks SNS user relevance.

Now a lot of electric business sites have SNS platform, such as community, blog and so on, become the most direct interactive platform and users, but also the interactive platform for communication between users. For example, for food lovers who often have a restaurant group purchase, they would like to exchange food information frequently and share it with their friends around. The SNS characteristic of Amazon website user community is very obvious, not only become the source that the user Word-of-mouth spreads, at the same time is the viscosity platform of the Association user group.

Third, business services specialization

For group buying site, in addition to the physical product group purchase, more traditional business services products, especially catering and leisure entertainment industry. In the face of many group buying websites, the homogeneity of traditional merchants ' consumer products is becoming more and more serious, and the competition of consumer products resources of traditional merchants is increasingly grim. At this point, the professional services for businesses and customized services, to create a group buying site differentiation of the advantages of an important factor.

At present, the traditional businesses under the line often their own product planning and marketing level is uneven, so consumer products are often more homogeneous. In both roles, the site and offline traditional businesses, not a temporary cooperation, but long-term cooperative relations, for High-quality Business product resources, but also a number of group purchase sites for the target, and even some of the sites themselves lose money to cooperate. Therefore, targeted for the business tailored consumer products, deepen the degree of cooperation, resulting in better marketing results, such as holidays and businesses jointly carry out interactive marketing activities and so on. Can serve good business, the introduction of better consumer products, related to the success of group buying products.

Iv. Customer Service Specialization

The competition of the Internet has begun to compete with the user and product from pure traffic competition. Consumer product competition is increasingly fierce, group purchase website service competition for customers will also be fierce, whether to give users a more power to leave behind reasons, is crucial.

Group purchase site users of the service, is the essence of value-added services members. In this respect, there is a lot of service space, such as the consumer loyalty card preferences, consumer bonus points, users of the introduction of the purchase of the Consumer Guide magazine, according to the level of consumption, for different levels of personalized service members and so on. The repeat consumption contribution of the old user is often dozens of times times that of the new user. In the final analysis, users are king, pay more attention to their users.

V. Product Vertical Fine differentiation

Group buying website as one of the E-commerce site model, with the continuous maturity of group buying, buying consumer habits continue to take root, it will also go to two directions: one is the all-inclusive of integrated consumer group purchase platform, the second is specialized and refined vertical segment of the product group buy platform.

Users need to continue to fine, demanding continuous improvement, focus on a segment of the group buying platform will continue to emerge. The current appearance of cosmetics group purchase site is most prominent, brand genuine cosmetics Low-cost Limited-time group buys, attracting countless women loyal consumption fans. For car purchase, decoration Building materials group Buy is also very popular. Group buying website Vertical subdivision, for the small group of funds to provide a site for survival and development opportunities and space.

Group Buying highlights Localization

The rise of the group buying site, has greatly driven the traditional business of e-commerce development process, so that countless traditional businesses from offline to the line. In addition to the north of the three major online shopping hotspots, domestic two or three line of the city's online shopping crowd is also growing, so there are many group buying website through local join and local direct Battalion two forms to establish local station, expand Local group buying market, local two or three line city of the market scramble also become increasingly incandescent.

However, in fact, the group buying site will face the real future is the two big rivals, one is a large portal, and the other is the local portal site. Now the two or three-line city basically has a local life portal, in the Local has gathered a very high popularity scale, at the same time has some long-term cooperation of business resources, in the domestic consumption of the advantages of local portal site more prominent. There are already some local portals to open the group buying channel, to achieve a higher turnover. At this time, group buying professional website and local portal site cooperation and local war, will be group buying site is facing the inevitable status quo.

Group buying is not unfamiliar, but the purchase site shopping to buy more mature and mainstream. Group buying is not the only mode, group buying site will be in the innovation of the constantly changing integration, ultimately all depends on the user's needs change, eliminate the current electric business impetuous, do a good job, is the hard truth. The hundred-group battle has begun, but the real brutal competition is still behind.