Wang: Precision merchant advertising platform or social media marketing platform?

Entrepreneurial Laboratories

Business ID

Entrepreneur: Wang Venture Place: Beijing

Source of funds: personal accumulation

Financing requirements: About to start

Entrepreneurship Testimonials: The world is changing because of the internet

The popularity of the internet industry seems to be sweeping around the world soon, and social group buying (Social Buying) is now emerging as a new wave, with a similar web site Buywithme getting 5.5 million of billions of dollars to invest in, after the site Groupon became famous, Another European copycat, CityDeal, received 4 million dollars in investment.

In the near future, continuous entrepreneur Wang (net, domestic net, Rice founder) pioneered the introduction of similar sites in the United States (www.meituan.com), officially opened the Battle of the group buying site. Wang admits that the U.S. regiment is the United States now hot Groupon imitation, in addition to 10 similar sites Groupon365, Tuank and other sites in Qingdao, Nanchang and other cities.

The United States group with the meal is similar to the Blue interface, a daily introduction of a single boutique consumer services, limited to online sales, users can buy after the purchase by printing, downloading, send SMS and other ways to obtain coupons for consumption.

The United States is a platform-type web site, the two ends docking is the user and the merchant, basically only acts as the organizer, to the merchant charge the commission of the transaction. For a deal that failed, the merchant would have done a free advertisement, and the user would have been involved in a bidding game free of charge.

Precision Merchant Advertising platform or social media marketing platform?

We may as well think of the United States as a consumer network magazine, which has one issue per day, with only one protagonist per issue. For the merchant, the transaction (the number of users to achieve expectations) brought sales, failed to deal (the number of users did not meet expectations) is equivalent to doing a precise advertising.

This is also a CPS (cost per sales: to the actual sales of products to convert the amount of advertising) ads, and where the customer sincerity products to think, the United States Group of the model and a progressive layer, for the site, sell to not necessarily give commission, have to sell enough to be able.

In this precise marketing situation, the merchant even pay a certain advertising fee is also worthwhile. Perhaps the United States by virtue of its user subscription system and active clicks, can become a precise commercial advertising platform.

But Wang also believes that this is a practice of social media marketing ——— gathered a large number of targeted users to pry merchants, forming a new C2B model.

Perhaps a similar network, QQ space, such as the precipitation of a large number of users of the platform can find new marketing opportunities.

Popularize the competition of speed PK homogeneity

Wang that the first stage of the site is to attract more quality merchants ——— only goods or services have a unique appeal, in order to quickly gather users.

He intends to take Beijing as a starting point, and then gradually extend the market to other cities. At present, the United States Regiment has 4 full-time staff engaged in the expansion of business, in addition to the rapid increase in the number of merchants, the United States Regiment will pay more attention to quality.

Fence NET in the decoration product group buying market success has proved that this model is feasible, but the fence network accumulated before the large number of popular and powerful offline service capabilities, but also shows the local group purchase site limitations.

Each city's consumption characteristics and merchant resources are very different, and without capital injections to help expand, even if the U.S. regiment in Beijing has a huge success, it is difficult to quickly replicate to other cities. And once the American Regiment succeeds, has accumulated a large number of users of the community site may add this feature, like the T-W itter of the hot so that any community has set the "Write record" function, perhaps "buy" Plug-ins will soon be in happy net, everyone online to be displayed, in addition, the public comments network, Word-of-mouth Network This kind of already formed Consumer Service website will also actively intervene.

As a result, the competition for group buying sites will become increasingly difficult, and Wang is aware that a highly homogenous market competition could eventually lead to a "burn money" game, which is clearly not what everyone wants to see.

Reporter Eye

Local city consumption DM magazine

Wang's 10-person team specializes in technology, but the sale of service products, operators need to be in the city's business resources and consumer psychology have a precise grasp of the proposal may wish to buy from the local city D M magazine or master a large number of business resources to dig people to make up the short plate.

It should also be noted that, as such group buying site sales are mainly similar to the spa, training, outdoor activities, such as service-oriented products, which means that the total market volume of consumption is actually very limited, the various sites in considering whether should be cut into the market should also be rational judgments.