The Thousand-Regiment war becomes the three strong hegemony: Start differentiated operation

Hitwise, the world's leading online competitive intelligence service provider, released the latest group buying industry Analysis report

"Thousand Regiment War" change body "three strong hegemony" the trail: Accelerate differentiation, differentiated operation

After experiencing the savage growth of the early industry and the baptism of the Thousand-group war, the Chinese group buying market "the remnant is king" is not the expectation, but the fact.

Recently, the global well-known online competitive intelligence service HITW Ise released the latest group buy Industry Analysis report: In the Chinese group buying market, litters Group (micro-blog), the United States Group network, handle nets for the scale of the top three of the independent group purchase site, the number of visits to occupy the total industry visits 21.6%, occupy the entire group buying market share of 50%.

Evolution continues and may be more intense. An interesting saying that is widely accepted by the industry is that the next "three-strong hegemony" will show "721 rules", that is, the first 70% of the market share, the second accounted for 20%, the other one accounted for 10%. This law has been validated in search engines, video sites, social networking sites and other fields.

Who is likely to be the last winner?

"Three strong hegemony" pattern Dayton

Since March 2011, about 80% of the country's group buying visits have been focused on the top ten group buying sites, according to the research report. And the first-line website is continuing to differentiate. Regiment 800 of the report showed that the group treasure net prior to the national group of 12 groups, but due to the decline in serious performance, the end of last year, "Regiment 800" will be excluded from the "first-line group purchase site" in the statistical range. and "Dark Horse" litters Regiment is from the industry 20 from the rapid to the top three in the industry, in the field of life services always ranks first. November 2011, the Litters group, the United States Group network, handle nets three of the site sales of the sale at the same time more than 200 million yuan, began to form three strong turns Republicans situation.

At present, to litters group, the United States network, handle nets led by the "200 million club" has accounted for the entire group buying market 50% of the share, and in six months ago, this figure is less than 30%. In addition, the analysis Agency H ITW Ise released the latest report also shows that in the Chinese group buying market, litters Group, the United States network, handle nets for the scale of the top three of the independent group purchase site, the number of visits to occupy the total number of industry visits 21.6%.

Xu Maodong, chairman and chief executive of Litters Group, said, "the original said that the Thousand-Regiment war, thousands to hundred, now quickly to the oligarch competition." This process taught the Life service merchants to use the Internet to promote or distribute, but also to educate netizens online to buy life services, and is the first to pay and then consumption. ”

Accelerate differentiated operations

Evolution continues and may be more intense. "Group purchase is to a certain extent, the scale effect of the industry, the thin dead camel than the horse big." But financing capacity still determines survival, who can control the cost and then run forward is the key. "Group 800 co-founder Hu Chen said.

"In the past, investors value the site sales, the number of users such indicators, by the second half of 2011, the main indicators of capital considerations are active users, average customer unit price, repeat purchase rate, order conversion rate, sales growth rate, as well as warehousing logistics level inventory turnover, the average per single logistics costs, And even the electronic payment ratio. Zhangyanan, senior analyst of the Research center of Qing Ke, further analyses.

In the face of a new situation, pull the net simply transformation to do shopping malls, with the offline entity store merchants to pay rent to enter the mall, to the traditional field of electrical business. According to handle net C E o Wu revealed that the handle network has invested tens of millions of yuan in the same city logistics distribution system, the target will cover more than 400 cities. The prospect of this "light weight" evolution is not yet clear, but it is rumored that the first has been closed and failed.

The United States Group Network is "against its way", strengthen group buying "light Company model", many urban sites and no ground personnel to follow up, relying on "traffic" to expand. Industry personage Lingwen said, according to the American Regiment's idea, its future will use the information system, becomes the local consumer cloud service provider.

At this critical juncture, the litters group is also carrying out its own "store" attempt, and a new revision. The so-called store, is on the website of the litters group to provide a dedicated web page, no longer just to provide a group purchase products, but to provide a series of product mix, in time businesses can choose their own short-term promotions or long-term concessions. At present, there are orchid clubhouse, King roast duck, eel family, such as thousands of gourmet restaurants, as well as many wedding photography, tourism hotels and other life services business groups stationed. Litters Group C E o Xu Maodong said, "China's group buy partial distribution, with E-commerce properties, and G roupon advertising, China's life services businesses are mostly small and medium-sized enterprises, their income and profit demand is far greater than advertising." Therefore, the new version of the litters group is to meet the user's ' low price + diversity ' needs, to help businesses sell the remaining service capabilities, to guide the production capacity and consumption capacity matching. ”

"If the last version can carry the list is ' hundred Orders ' level, then litters new version of the load is ' thousand orders ' level, the next version will be ' million orders ' level." "Xu Maodong said, the new version can be very good to meet the needs of many local shops, is the litters mission to life Services E-commerce evolution of the iconic beginning.

Everything is still in the exploration, but obviously, group buying three strong development direction has begun to differentiate.

Reporter: Xiaoxin intern Zhang