Three or four-line city "Money" is more beautiful

Since June this year began to circulate the preparations for the IPO, to CEO Zhang publicly admitted "will and investment banks to maintain close communication", the public comment is now the hottest "quasi-listed" enterprises.

However, from the glutinous rice net by Baidu "take", to the full net sold to Suning easy to buy, and then to handle the network has recently been acquired by the three cell group, once the red tide of the group buying site is now the momentum is not as good as before. Public comments as a hope to become China's Internet field of the next "market value of billions of dollars club" members of the enterprise, how to expand the service category, enhance the business and user stickiness, become the most popular sprint stage of the focus of attention.

Three or four-line city "Money" is more beautiful

For the combination of life services and the Internet, "O2O" is undoubtedly one of the most appropriate adjectives, and in many of the first big cities, thanks to the popularity of mobile internet and the change of consumption habits, to buy a variety of O2O models represented by the rapid development of the major Life service class platform, The development pattern of big cities has also entered a stable period. In the industry, the public comments and competitors in the first line of contention is not divided into the top and bottom, but in the current three or four-tier cities in the market is less than rivals. "We are aware of this problem, which began to expand rapidly in the three or four-line cities over the past two years." "Public comment vice President Longwin in an interview with reporters frankly," shame and then Yong "let the public comments more urgently into the broad three or four-line city market. "At the beginning of this year, our group buying business covers only about 40-50 cities, and today it is close to 200 cities." ”

In the industry, the public comments to speed up the development of the three or four-line city group buying market is to tamp in the field of group buying in the first formation position. Data show that at the end of 2013, the public reviews monthly PV to 3.5 billion, and in August 2014, this data was raised to 6 billion. 2013 the end of the public comments mobile end customers 90 million, 8 months after this number is 160 million. In 2014 years and 8 months, the number of urban stations has expanded from more than 40 to more than 140. In addition, from April onwards, the public comments on the monthly UGC content generation into the million-level, its cumulative UGC level has reached 42 million. U.S. investment Bank Stifel Securities industry researcher Shady Xuan in an interview, said that the United States as a public comment on group buying business major competitors, before its advantage lies in the three or four-line city, now the public comments in the one or two-line city to maintain market share in the case of active expansion of the three or four-line city, Not only can make a strong impact on opponents, but also for their future IPO increase weights. "Capital markets have always favoured industry oligarchs, the original share of the one or two-line cities combined with the huge three or four-line city market, which is clearly more favorable for the public to comment on future IPOs." ”

Group buying is not suitable as an independent business model

"It's more difficult than competitors entering the market late to develop customers." "Public comment on Dongguan branch in charge of Orchid Floret in the interview with reporters frankly, starting than the competition late let the public comment on the promotion of group buying business to customers does not prevail. "But the biggest difference between public comments and other group buying sites is that we don't just buy." According to Lanxiao, Dongguan, a "sea of people" customers have been because of the United States and the group signed an exclusive agreement and refused to work with the public comment on the cooperation of group buying. Public comments after the decision to temporarily stop to promote "buy" business model, but let the entire Dongguan team for the needs of merchants, help "people" Planning and implementation of "Member Day activities." At that time lasted 2-3 months, every Thursday to help merchants do member day activities, during the event, the public comments on the sales more like the employees of the shop, the door of the post, promotional activities, online call, line process design, and so on, gradually let the merchant learned that the light by "subsidy" group buy is not long-term, the public comments on the information, Merchant information brought about by the overall value of the higher, and finally let it also become a public comment on the three-dimensional customer service.

According to the group 800 published in the "September 2014 China Group Purchase Market Statistics Report" shows that the September national group buying market turnover of 6.98 billion yuan, the chain down 720 million yuan, a decline of 9.4%, the whole group buy market slowdown growth rate. "Group buying looks beautiful, but it's not really what the business needs." "Shady Mingxuan think, group buying is just a kind of demand of the appearance, including user comments, merchant information, membership system and other three-dimensional service is the ultimate purpose of merchants, and this is the public comment on the industry's biggest weapon of competition. Data show that this year, the public reviews with Ishikawa science and technology and Days of Shanglong strategic cooperation and funds to invest in food and beverage ERP system, merchant data and merchant management system and other aspects of cooperation, to provide three-dimensional services to support businesses. "If there is only the story of group buying, then the public comment is just similar to the American Groupon, but when the public comments on the use of three-dimensional services to replace the group, the public comment on the net actually has more tags, comments can be China's Yelp, group purchase corresponding to Groupon, Restaurant Online reservation is OpenTable, hotel reviews is TripAdvisor. "In the shadow Ming Xuan, the effort to overweight tags on the public comment is the hope to the capital market and competitors are not the same story."

And for group buying business, the public comments the United founder Jing that, group buying is a business promotional means, but not suitable as an independent business model. "Group purchase requires other O2O business with its integration and collaboration effect, because the single group purchase business with large discounts to attract decision-making, for users and businesses, is not a healthy and lasting scene, merchants can not perennial promotion, and in order to pursue low-cost users may also reduce the consumption experience." "In addition, the local life service O2O platform can be realized in the future scenarios should be to meet the various industries, a variety of users of multidimensional needs, rather than a rapid advance of a single model, and the public comments are gradually approaching such a future."