The strength of the US regiment is angering merchants

Absrtact: In early 2014, the United States regiment Wang released news, this year, the United States Regiment's urban substation number from 180 to 300. Public comments also released news, this year to go to the three or four-line city to open a substation, the public comments on the number of urban substation to increase to 100. Baidu Waxy

In early 2014, the United States Regiment Wang released a message, "the United States this year, the number of urban substation from 180 to 300." ”

Public comments also announced the news, "This year to go to the three or four-line city to open a substation, the public comments on the number of urban substation to increase to 100." ”

Baidu's plan for glutinous rice is more vigorous, with the help of Baidu to promote the agency team, plans this year to the number of urban substation to 400.

It can be seen that for group buying, the previous three or four-line cities have become a new "frontline".

However, if the north and so on the one or two-line city is the main battlefield, then the three or four-line city is the United States Regiment of a castle, before a number of city stations only United States Regiment stationed, and this year the U.S. regiment in the "Shou City" while also speeding up the expansion of the number of stations.

This is closely related to the two events that took place in March this year. Glutinous Rice committed to Baidu, the public comments and Tencent cooperation, after the two companies on the busy, recruit, opened a round of siege battle. And the U.S. regiment has increased the strength of the defense.

In the blink of an eye 5 months have passed, what is the first line of battle? How can the American Regiment guard these "Kings of the city"?

Recently, the author and a number of front-line people in depth communication, the status quo is the dominant position of the United States is still strong, but in the competitive pressure of the United States group front-line staff number, merchant side revenue points in the lower, and some of its extreme as also aroused the resentment of the front-line merchants.

The data from the three frontline cities surveyed by the authors show that a central provincial capital city from March to now the market share basically unchanged, the United States to maintain 60%, Baidu glutinous rice to maintain about 25%, the public comments about 15%; A resident population close to 4 million of the central four line city, before March only the United States group, a few months down, Public comments on the share of eating off about 6%, Baidu glutinous rice few progress. The other is only the United States and Baidu Glutinous rice to build a new branch station city, the United States and glutinous rice turnover of about 10:1.

The King's City: a favorable geographical and three-major weapon

In the three or four-line city, the U.S. regiment because of the early entry, has accumulated in the local merchant resources and user stickiness. It was like building a strong castle. and the public comments and Baidu glutinous rice need to play is tough battle.

Why is the "castle" in the three or four line so strong?

Although as a marketing method of buying itself is not a complete business model, but in the three or four-line city, local consumers are more sensitive to prices. Since the same meal, K song, group buy can be cheap, why not? It can be said that group buying this dagger-like sharp weapon is more suitable for the three or four-line city battlefield.

And the other two group buy platform, the public comments to build a comprehensive marketing platform, Baidu Glutinous Rice rely on the map diversion, currently can not play too much power.

To be frank, a city is very familiar to a few famous restaurants, cinemas and locals. Compared with the big cities, the three or four-line city consumers have much less demand for the information reference decision and map navigation. There is a strong demand for a small number of people to travel, and this part of the user can not change the local competition situation.

In addition, a strong team of soldiers, a good user experience and flexible leading backstage is the United States Regiment's "three weapons."

First-line team fighters from the United States for many years of training, the "rural siege of the city" strategy has accumulated a large number of experienced front-line staff, so that the expansion of the time there is more abundant manpower reserves, to win the opportunity.

A good user experience from a good product-side display and customer service refunds and other services, in a group of price-sensitive, technology-insensitive users, simple application, smooth refund link is very popular.

and flexible leading backstage is the United States has always been the advantages of the group, it is understood that the United States in Shijiazhuang early establishment of nearly thousands of technical team in the product, backstage, process and other aspects of the improvement.

According to Baidu Glutinous rice salesman described, the United States Regiment's contract entry time than other platforms to save at least one-third of the time, this is not the key. More important advantages in the operating background, the United States Regiment operations can directly modify the background price.

For example, if the United States to buy a coupon to modify the price, only need to modify the price of an option, and the same operation to the Baidu glutinous rice, then need to line up again, the United States Group to modify the original sales data can be retained, and Baidu glutinous rice off the line once the original sales record on

In other words, the U.S. Regiment 3 seconds to complete things, Baidu sticky rice needs 40 minutes. The salesman said that the United States group sometimes purely to tease everyone's mentality to modify the price, from 105 yuan to 102 yuan, and then changed to 103 yuan, to ridicule the other online offline platform.

Speaking of the United States Regiment, more than one merchant mentioned that the United States Regiment platform is very strong, sales data is very good, but the salesman attitude is very disdainfully. Rarely hear which American regiment of the salesman and which merchant personally how good, we are all in the business.

But the team does have disdainfully capital, in a number of three or four-line cities, the U.S. market share of more than 60%, some of the city's share of more than 90%, even if the same period of the city, the United States Group also in a short period of four or five months, its turnover is many times the number of competitors.

"American group user stickiness is relatively strong, even if the store price is only one or two cheaper, the United States can sell." "said the dessert merchant in a provincial capital city.

Of course, this is not to say that the American regiment can rest easy laurels, the competitor's interference makes the American regiment also very difficult. Since March this year, in order to maintain the previous share of the market, the number of employees in the United States doubled, the deal point dropped significantly.

And a U.S. team of front-line sales staff said that with the increase in staff, merchant resources were further differentiated. But in order to ensure that the business to provide the United States with good package resources need to pay more efforts, so the current increase in the workload, but the income has been reduced. In addition, in order to maintain the current status of the United States and the establishment of a number of policies, businesses have also been a collective dissatisfaction.