U.S. group earnings: the rest of the industry warning

Wood Show in the forest, the wind will destroy, Hotta has become a habit. Recently, the United States network through micro-blog released the "United States into the 2 billion era" news, and its commodity group purchasing Director Zhang Zhiyong forward micro-blog and reply "My goal is to break 2 billion of the goods alone." And the United States network founder Wang recently interviewed also talked about the United States network from November 2012 to achieve a single month profit, and 2013, except for a few months, other time in the profit, 2013 to achieve a full-year profit.

For a while, the United States network was pushed on the cusp. Both the praise and the questioning of the voice of the United States in an instant rush to the network, submerged. To be honest, as a group buying industry after the "remnant", the United States net profit people a little confused. This May and its own sales capacity, technical product capabilities, marketing capabilities, etc. in the group buying industry in the leading position inseparable. But the U.S. net profit does not mean that the whole industry will usher in the spring, also does not mean the group buying industry to find a real way out.

The United States Group Network micro-profit, a number of original

In the introduction mentioned, the United States Regiment net from November 2012 to start a single month profit, the last quarter to achieve quarterly earnings, and in 2013 most of the monthly also realize profits, the current one-day sales have exceeded billion. The data show that in recent years, the United States has shown a surge in the attitude of the network in 2010 to achieve turnover of 1 400 million, 2011 14.600 million, 2012 55 500 million, although 2013 years did not reach the target of 18.8 billion, but also 16 billion. Among them, December 2013 sales have just broken 2 billion, more than 2011 full year turnover. And the U.S. network in 2013 to achieve micro-profitability is a variety of reasons, may wish to let us look at this group buying industry after the "leftover" can be a micro-profit for these reasons.

The first is because of the overall upturn in the group buying industry, which, according to the group's 800 statistics, had an average monthly user of less than 40 million in 2012, while the average monthly user had risen to 60 million per cent by November 2013, and marketing costs accounted for a decline in income, The increase in mobile end users reduces the subsequent marketing costs of the group purchase site.

Second, the U.S. network only mobile client users more than 50 million, from the mobile end of the total transaction volume accounted for 65%. Although a number of group buying sites are active layout mobile end, but apparently the United States network is the earlier batch, as early as the beginning of the 2011 began to move the end of the layout. From 2011 to now, exactly is the overall mobile end of the user's explosion-type growth stage, which makes the United States network to obtain the opportunity.

Again, the American network began its expansion in 2013. After a stagnant, miserable 2012 years, the United States in 2013 to re-enter the expansion period, but with the 2011 large-scale expansion, the expansion of the United States Group network appears very cautious. And in order to ensure the quality of service, and did not take the way to join, but like Shun Fung, to adopt a proprietary way to expand. And the expansion of the focus on the refinement of control indicators, and set a more stringent financial objectives. In this way, the United States in the expansion of the network at the same time, not only to ensure the extension of their tentacles, but also to ensure that the quality of service does not fall-even if this appears to be slower.

Finally, the American network in the vertical industry layout is also very smooth. It is understood that the United States network 2013 years movie ticket purchase volume accounted for the Chinese film box office of about 10%, hotel group deals also accounted for the entire hotel group buying industry 70%! For these two industries, the United States clearly attaches great importance to each have independent mobile clients, and even the United States group Cat's eye film users are close to 10 million.

In addition, the United States network strong sales capacity, technical product capabilities and marketing capabilities is its ability to slow recovery in the group buying industry to achieve a micro-profit important reason. Sales capacity, at the end of 2011, Alibaba vice President Canga Wei joined, the United States network sales capacity of the United States to make up for the network of old staff in the sales of the shortage; Technical products, founder Wang, etc. are technical background, and its repeated emphasis on "technology-driven", the United States Group Network of product experience in the forefront of the industry ; marketing, the American network makes good use of founder Wang to carry on the CEO marketing, its experience has the widespread popularity in the younger generation, the rhythmic mirror or the exposure causes the American network to maintain the good positive image, simultaneously has saved the massive advertisement expense, and uses in other aspects the reform.

Group buying industry spring coming? I'm afraid it's too early.

See the storm of the United States network, see it in 2013 to achieve micro-profit, see its last month in 2013 sales breakthrough 2 billion, is not think after the cold winter group buying industry finally ushered in a trace of spring? But the reality is brutal, the United States network of micro-profit does not mean that the whole group buying industry ushered in its second spring. The entire group buying industry is still faltering forward, but some of the big Giants began to show the style of the big guy, occupy the entire industry most of the market.

According to the latest data of the Regiment 800, in November 2013, the United States network, the public comment Group, litters group turnover of 17.2.8 billion, 10 2.1 billion yuan and 3 yuan, ranked the top 3.6 billion in the industry, in November market share accounted for the entire industry three! At present, the pattern of group buying industry is very distinct, with its own strict standards of division. Generally speaking, according to the monthly turnover for the standard division pattern, the current pattern of "2 3 1".

One of the "2" refers to the nature of the United States Network and the public comment Group of the two big giants, both of the average monthly sales in more than 1 billion yuan, in the first group to buy the leading camp; "3" refers to glutinous rice, litters and handle, the three monthly sales in 300 million yuan or so; "1" refers to high friends, although the whole is in a backward position, But backed Tencent this big tree, but also has the micro-letter strong help, its potential is huge, very promising group buying industry to win the position of leader. The six group buying site firmly control the current group buying market, other group buying sites are in the efforts to support, in the three or four-line city to rob the remaining market of the six major group buying sites.

But in addition to the United States Group Network, the other five group buying sites did not burst the news of profit, the whole group buying industry is still in a loss, which means that the group buying industry as a whole is still in storage-even if the overall size of the 2013 group buying industry is conservatively estimated at 35 billion yuan, the year It is estimated that the overall size of 2014 group will reach more than 50 billion yuan. Even if the figures are so great, the potential of the group buying industry is still just floating on the surface and not fully exploiting the potential.

At present, the group buying site has two basic development models, one is the development of umbrella type, which belongs to intensive farming, that is, the business of every city, the business of the city, to be able to profit or at least maintain the balance at the time, then to expand other cities, gradually expand; the other is to expand, to occupy the city first, Then, by expanding the platform to reduce marginal costs, and finally to achieve profitability. The United States to use the network is the second model, although this model is slow and steady, will not easily deviate from the established track, even if the failure will not bones, but after all, less courage, the future facing the strength of the opponents afraid of muscle, may even lag behind people, become the industry catch-up. This is also worthy of other group purchase site for reference, how to balance the profitability, expansion, maintain the relationship between the leading, is a realistic problem worth studying.

Group buying industry disputes will continue

Profit is naturally an issue of concern to every industry and business, but for those who have just survived the turmoil in the group buying industry, current profitability is not a matter of concern. In the current group buying industry overall development situation, still in the expansion stage, profitability or not, it is really an, how to maintain rapid growth, occupy more market share, with more users, is still the major sites continue to pay attention to. This is because Baidu, Ali, Tencent, the three major internet giants have not yet in the group buying industry really exerting force, and so they enter the big time, any do not have their support to buy the site will face the problem of survival.

From the surface, the U.S. network of micro-profit is in the announcement group buying industry, the end of the era of savage competition is in the declaration of the arrival of the industry spring, but more in-depth look, is the group buying industry another round of different modes of competition has just begun. And this round of competition, materialized goods are not the core of its competition, because these are not just needed, not consumer concerns. The core of competition has been completely transferred to the relationship between the daily life of consumers, and so on, these related to the online service industry its potential can not be estimated. While the various major group purchase website under the service industry has been frequently exerting force, but has not yet like the Internet to touch the whole social business model changes, still need greater efforts.

Baidu, Ali, Tencent, the three big internet giants grasp the capital, Internet resources, payment means, traffic, users and many other killer, in the current group buying industry competition gradually clear situation, the three giants will be ready to hand in hand, to seize the front-line service industry. At present, Baidu holding glutinous rice, through its map, navigation, group buying platform for further integration, competition for the market share of the service industry; Ali injected into the United States network, injection of gold map, has done all aspects of the line under the service industry preparation; Although the high friend is dying, but the strong micro-letter can completely "save" ... The group buying industry will continue to dispute, and the size of the business involved will be more than before. (Sci-fi Galaxy Constantine/Wen)

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