What signals did the American group Brush a single public comment deliver?

May 17, a seemingly dull day, may soon become an Internet festival, because homophonic "I want to eat", local life has launched activities, to play this day as "Cargo day."

The mass comment Group launched its biggest promotion in the history of the enterprise, the first issue in the new city launched hundreds of thousands of 5-yuan movie tickets snapped up activities; Baidu glutinous rice is ready to build cargo festival, 5.17 Yuan can eat a variety of food, the United States group also prepared for new users 50,000 9.9 yuan to see the film promotion.

Supposedly buy big promotion is the consumer's benefits, the industry for the market to provide users with a point of welfare is not strange, but on May 16, micro-blog Certified Large "electric business marketing Observation" issued a "U.S. regiment to prevent the mass comment Group into the three or four-line city and the overnight call the staff to brush the list of group purchase list" news detonated the industry, Its micro-letter screenshot even shows that the United States Regiment COO Canga Wei led the organization of the initiative.

As of the song Network Press, has not been informed of this malicious brush Single Act is the United States official comprehensive behavior or the United States Regiment part of the wanton acts of the site.

The so-called brush, is to be issued by the competitor to lower than the cost price preferential products or services by illegal means to intercept, false purchase or full malicious acquisition, to prevent competitors preferential products or services eventually reach the target user behavior. The light is immoral malicious competition, the heavy trigger related economic laws and regulations.

The competition in the commercial war is not surprising, but the United States has always been a strong sense of rationality, why suddenly out of this unwise? What signal does this malicious brush act convey?

In fact, after the Battle of the Thousand and hundred regiments, group buying although there are only a handful of companies left, but the war has not ended, as "an independent business model" of the group buying industry, not the most final dust settled, and the group buying industry through Low-cost high-frequency stimulation of users, did not find a platform for the flow of conversion, That is, the group buying industry brings the threshold is not solid enough.

In the back of the group's brush, the current situation of the industry's restlessness and its nascent future have been conveyed.

Group buying

Let's start with the group buying pattern, which started in the second half of 2009, because there was no need for traditional high start-up funds and a fast business model (to help promote the sale of goods and services at low prices to earn commissions) attracted a huge amount of business and people to enter this area.

This led to the subsequent thousand-Regiment war, Hundred Regiment war, and went to today's handful of several group buying enterprises still exist.

So where are more group buying companies?

Basically all dead. Because seemingly fast business model, also contains a large number of risks: Group buying industry almost two not rely on, a no users, no sustainable suppliers, on the one hand, the need for continuous supplier access to huge numbers of users, on the other hand, but also need a huge amount of users to achieve marketing results. There is a prisoner's dilemma, because it is sold below the cost price, the business is difficult to continue, must continue to dig, products and services come, and have enough users to achieve perfect results.

Therefore, in order to find high-quality businesses, continuous supply of businesses, there must be a strong offline team, and local life, the region of consumption is obvious, the need for more sites.

In order to get users, but also need a lot of advertising and search promotion and other market behavior, this piece is a huge investment.

It is based on this, we have seen 24 coupons to advance the purchase of merchants, litters Regiment each site hundreds of thousands of yuan per month market costs, glutinous rice movie theater Underwriting Agreement, as well as GE handle network advertising ...

It is in order to obtain a continuous supplier with a massive user two dimensions, the industry plunged into a frenzy, not only crazy burning money, but also buy their own platform to purchase the list of things, there has been a purchase of other people's website list and then in their own website sales behavior ...

But God wants to let people perish, it must first make it crazy. Crazy Price is 24 coupons "run off", high friends, such as the separation of the results of Chang, a time to Ashes, group buying industry, only the rest of the United States, the public comment Group, glutinous Rice Net (now for Baidu glutinous rice), Handle, litters regiment, such as a few.

But just as in the history of the Internet, another industry, video sites, this is not the final outcome, the remaining few are still not the future. This narrow field, according to the United States Network CEO Wang Judgment, may be in the market within hundreds of billions.

We can take a look at the rest of the families who live in a fairly nourishing group, because backed by the public comments, and in the near future Tencent invested heavily and strategic cooperation with Tencent, once again into the force stage; and glutinous rice after a period of madness, eventually by Renren because of the earnings figures and was Baidu wholly-owned acquisitions, Shenboyang hang India and go , Baidu Glutinous Rice and Baidu Map, Baidu Tourism together made up Baidu lbs division. Baidu into its own, flow and the support of the existing channel Baidu, Baidu glutinous Rice situation has been jianzaixianshang, had to send.

Finally through the last year 15 billion sales accounted for the group of leading American group network, but can not be half a break, because: whether it is the mass comment Group, or the Baidu glutinous rice, will look at the United States to the group of the local----three or four line city, more than 200 sites.

And the pragmatic style of the mass Comment Group, only in the one or two-line city, more than 30 sites, will firmly occupy the second place in the group buying industry, the annual sales also above the billion, this year is set out the internal focus, opening up the strategy, the target will be more than 100 points, and backed by Baidu Tree after the Baidu glutinous rice, With Baidu has a separate station and the two-track Baidu glutinous rice, but also to claim to be expanded to more than 400 stations.

Is there any future in this industry? Since the competition is so cruel, why is there such a strong kinetic energy? In fact, group buying is like a sword, is the easiest to get users and run out of the sales of fast projects, if used well, then these users will be able to activate, flow into other platforms, You can implement a platform-type transformation, which is discussed in detail below.

But on the other hand, buy the industry threshold is not high, more importantly, the user's stickiness and loyalty is not enough, this is just like video site, where there is content to go to see, perhaps today is your users, tomorrow is someone else's users.

If the group buying competitor gives more powerful promotion, the user will soon reach the platform and product of others, and this, perhaps is the United States Regiment worry and sad things.

Do not believe, you see, three concessions to the results of the PK, the United States Regiment 50,000 9.9 Yuan film ticket is obviously not enough to force. This is the direct reason for inducing the "irrational" brush List of the American Regiment.

O2O trend

In fact, all group buying industry leaders are very clear, to the group will rush out of the Amazon, on the one hand, flush the water, on the one hand, the user, supplemented by service to achieve user experience, the development of relatively loyal large user groups, and then to their own O2O platform is kingly.

The U.S. regiment is in this direction, in the second half of last year, the layout of the cat's Eye movie, the United States Regiment Hotel, the United States and other cloud services, such as traffic access, in the distant future, these will be to buy the way to run it? obviously not.

and take over after glutinous rice Baidu, will its Baidu map, Baidu Tourism Merge, unified and for Baidu lbs division, through the huge flow of Baidu entrance, Baidu Glutinous rice is also high, ambition again.

And through the comments on the information on the public comment is a rare force. In the recent acquisition of Tencent investment and strategic cooperation, quickly adjust the body, to build people and services, the first platform.

And 2014, is the public comments called "Reborn" one year, in the catering, leisure and entertainment industry, has been the layout of the mass comment Group, takeout, booking business. In addition, the public comments will also be in the marriage, hotel, online tourism industry. In this way, the public comments have been in a number of industries through the closed loop from decision-making to consumption. And from the business dimension, there are advertising promotion, group buying, booking, take-away and other forms of cooperation, to the merchant with a greater choice of space. This is the public comment on building the embryonic form of O2O ecology.

After accepting Tencent's hundreds of millions of dollar stake, the public reviews the station will expand to more than 100 this year. But according to Zhang, the public comments will not blindly open a lot of stations. Will be pushed forward according to user needs. More senior cities pay more attention to consumer experience, the development of the public comments focused on advertising, booking, coupons and other services. and relatively low level of the city, the user demand for concessions is strong, the public comments will spend great effort to promote group buying business.

But if the group is compared to a sharp knife, then the United States Regiment this knife is indeed fast enough, it's sharp enough. But the public comments on the present is a set of toolbox, will be group buying and comments two knives together, supplemented by advertising, coupons booking, take-away and other tools, cut into catering, leisure and entertainment, marriage, hotels, tourism and other industries. To provide users with a full range of multi-dimensional services.

It can be said that compared to the stubborn calm of the group, the public comments more peaceful and open. From the product point of view, the public reviews last year to upgrade the developer platform, other forms of products such as navigation, tourism products can directly call the public comments on the merchant data and user comments data. Public comments also with Samsung, millet, operators and other products implanted, further increase the long tail O2O entrance.

The largest third-party flow of course is Tencent products, the public reviews products have been achieved micro-letter bank card entrance, Friends Circle, QQ Space, QQ said that a variety of products into the integration and implantation. The future will also be based on user scenario requirements to do more application consolidation.

Public comments Vice President Jiang Yuping once told friends, from the flow point of view, the public reviews has now achieved "many to many" state, and multi-channel long tail entrance to the public comments, the public comment on these flows to more accurate service providers.

For example, recent public comments and other investors to invest 80 million U.S. dollars in the foreign sale of the site "Hungry", 50 million yuan investment booking application "big mouth." Previously, the public reviews have invested in Taiwan's love reviews and large catering delivery system call center Chi Long.

Investment sector evaluation, the public comment is to build a very ambitious blueprint, if made, that the public comments in the local Life service area is a well-deserved king. Its layout has gradually become a prototype, then wait for time to test results.

Purely conceptually, the public comment has already prepared the layout of the Yelp Groupon Opentable Tripadvisor GrubHub, and there are a lot of stories to tell, and it's all in the distance that the group wants to reach.