When do entrepreneurs come out of the cottage?

I used to be a "leader."

In the March 2010, a business model suddenly appeared, and tens of thousands of dollars made a fortune. Only two years later, the first popular entrepreneurial and investment business has long been panic, land continued to shut down layoffs, until recently quite well-known group treasure nets and net successively into trouble. Consumers are starting to be paranoid: customer service phone call is not through, the site is not closed? The boss doesn't answer the phone. Buy, this kind of consumption is also trustworthy? What is the end of group buying?

The nostalgia of the slave-buying

Jiangdong, Tide back, many people do not wear underwear.

That guy, humanity is, handle Wu twists and turns of the place.

F Regiment 24 coupons, waves clap garlic, wind cast tears face.

Back to buy the same year, the model married, the United States knife in hand.

Gaobong in front, and then played the Thousand Regiment war.

This Mao building cat winter, Gao Peng not full, flyover abandoned bin bin.

Naked running every winter, early know not to do group buying.

Handle Network CEO

Relieved Regiment

Chairman and CEO of litters Group Xu Maodong

Product Poly NET CEO Gebin to Shanda Financing

Former group buying entrepreneur Liu recommended jokes.

Group Purchase • Entrepreneurship

Two-year group purchase is a dream

100,000 yuan to build a group buying network

Regret？ Tell。 I regret that I did not quit earlier, and didn't see it earlier. "Liu (a pseudonym) of the first entrepreneurial project, in fact, as early as April 2011 disappeared in the Endless" Thousand-Regiment War. " Now, the Liu in Zhongguancun is still as the same as two years ago, in an internet company as a programmer, the new company no one knows he was a group buying site "head", once a month to earn 100,000 yuan. Liu, who was born in 1986, never imagined that the perfect business model, which was almost universally acknowledged, could not make money now.

Liu not interviewed by reporters, in his 26-year-old view, this is not a glorious thing, there has been media coverage of his case, when the reporter vividly described his own in the internet wave of frustration, he feared that his own fragile nerves after the difficult to provoke entrepreneurial passion. Two years group buying wave, Liu feel as if a dream.

"In an internet company, it seems that every nook and cranny is exploring a business model group that has a clear and low-cost profit." Liu recalls, "This is too tempting for someone like me who has just graduated and has a foundation for it technology." So, if I can travel back to April 2010, I will still choose to go into group buying. ”

In this way, in May 2010, Liu and a college classmate, each funded 50,000 yuan to build a group buying website.

Net profit for the first month of opening 150,000

"It's really too lucrative!" Liu recalls the excitement at that time, said, "At that time group buy two people, other equipment added up the cost of more than 10,000 yuan, but the first month of opening our net profit reached 150,000 yuan, the second month to reach 200,000 yuan, the third month is 300,000 yuan, business growth, high profits, I think we entered the right line. ”

Not all say that group buying website does not make money? Yes, it is now. Group buying site just when the rise, almost all profiteering! Liu began to do group buying, consumers just buy this fresh consumption pattern of interest, although there are also around a lot of people began to ponder to do group buying, but the competition is still very not fierce, direct earning the cost of the merchant and buy the price difference is enough.

For example, at that time we did a high-end spa project, although the project usually the lowest price at 1000 yuan, but generally no guests during the day. So, when we went to talk to them about cooperation, they were very happy. "Liu said," We have successfully won the project, the cost of 98 yuan, the price of 298 yuan, that is, the consumer each buy a pen, we earn 200 Yuan of profit! ”

"And this kind of business model, regardless of to the consumer or to the merchant and our group buys the website, is many wins, therefore will be honored as the perfect pattern." "Liu said," in order to sell only 20 orders a day, a regiment, one months 30 days to earn 120,000 yuan profit. ”

Big sites Join the end of the good Times

But it didn't last long, only six months later, Liu situation is not so good. At this time, with the development of the business, Liu Group buying site and recruited four employees, labor costs increase at the same time, the market began to crowded, some big group buying site began to rise, every day out of a lot of small group buying site Rob the market is very powerful, even the navy, malicious competition.

"Start the merchant to give the price is also relatively cheap, but with the regiment website competition intensifies, the merchant also starts" appearances ". "Liu said," the group buys the website to imitate mutually, often is as long as sees one buys a website to find a merchant, other home also swarmed. This allows merchants to start to raise prices, at the same time, as a day to see several group buying sites, began to buy site scheduling, and some small group buy site simply disappeared. ”

At this time, the United States Regiment, handle, litters, and so many background, there are funds to buy a large range of stars, to play ads, we have a small group buy from scratch site can no longer be too much. "Looking at many group buying site to get the capital of venture capital, we also want to find VCs, let us bigger." "Liu said," but did not take down, most of the VCs are entrepreneurial experience and foreign students returned. ”

"Our list began to fall in the 2011, but at the same time we were saddled with four employees and higher merchant costs until the cost of advertising was finally high enough to be imagined. "Liu said," some big websites and search don't think, every month is the cost of millions, and even the cheapest in all channels to buy navigation, in the most tight position of the best monthly also want 2 million or 3 million yuan, the industry said "advertising to find death, do not advertise death." ”

Earned hundreds of thousands of and lost it back.

By April 2011, with the list and profit reduction, Liu and friends earn hundreds of thousands of also basically lost in, "We this small group purchase site, see the way out, and then drag down can only lose money." "Liu said," Before, there is a good relationship between Big group purchase site eldest brother to let me in time, do not do, I do not want to be squeezed out of the Bureau, now look back, quite regret. ”

But in Liu's view, they are also worthy of "entrepreneurial" word. Because at the beginning of 2010 to 2011 years, empty Gloves White Wolf Group purchase site is not a few. Online search for "group purchase website", there will be a server, domain name, such as 3000 yuan packaged to sell to you, and now many people forget a "1288" group purchase site, in this way to get the coat, and then sell the goods at a very low price, such as consumers pay the money after the end of the dead, Finally to 5000 yuan to the domain name auction.

For Liu, a year of buying a river, let him see the beautiful and ugly, dream and disillusionment.

Group Purchase ·

Radical disease: burning money, Blitzkrieg

Liu the loss began in the "Thousand Regiment" when the big, small site lost in no money and melt to the money of the site to fight ads to rob the market.

"Experience tells me that you have to take a blitzkrieg, how much time do you need to spread across the country quickly?" "This was the first question that the Wu of the net investor asked the founder, and after 20 minutes of communication, Wu was persuaded by investors to shop quickly across the country. At that time, all investors believe that rapid expansion and advertising marketing can quickly hit opponents, the market can not tolerate so many sites for a long time, the future must be a few oligarchs unified rivers and lakes, small sites can only drink soup.

Litters, vice president of the group Zhaowenjiang recalls that the pressure is too big today, unlike last year, all the goals only one growth. "We have a maximum of nearly 6,000 people, and now there are only 3,000." "Last year, in order to compete, operating costs and staff costs are high," Zhaowenjiang said. In order to pull the merchant resources and occupy the market, a three-tier City employs up to fifty or sixty people. ”

Handle NET is only a microcosm of group buying site: on the line less than 3 months, the number of consecutive rounds of financing, valuations as high as 1.1 billion U.S. dollars, and many Internet companies IPO financing is not only 100 million U.S. dollars. Group Buy Navigation website Group 800 founder Hu Chen that at that time, there may be 20 buy to get money.

"I am who's that small who, and your friend Zhang know, I do a group buying website you support it." "Hu Chen recalled last year's madness, some bridge will make himself laugh, because this seemingly exaggerated phone, he at this time last year, no more than 10 each day, ask him to help contact the wind investment financing." However, the development of this year, these passionate entrepreneurs do not know who is the circle of money ran, who is to do back to white-collar workers, who still insist.

Emotional illness: Cenbar Low

"This year, the biggest change is everyone's Cenbar. "Hu Chen can not help but sigh," last year Groupon (group buying originator, after entering China, said high friends) came in, almost 10 of the first group purchase sites want to catch the listing to do China first. This year, no one ever mentioned it again. Hu Chen even smiled: The Regiment 800 also should be changed to call Regiment 8. Because everyone has no money to advertise.

According to the data provided by the Regiment 800, as of this January, the top ten group buying site sales accounted for close to 92%, of which, sales climbed 200 million yuan threshold of 3, including handle, the United States Regiment, litters. Industry integration from the second half of last year, has never stopped, the first few major group buy site advantage gradually highlighted. But that doesn't mean big group buying sites aren't in danger.

"Last year's less expensive sites, the best day of the year." In the top 5 large group buying website money spent more than a few, and rapid expansion of the capital chain and control risk, also may at any time to the group buying site brought a huge crisis. Hu Chen said, "In addition, a previous user in group buying navigation generally to see 8 to 10 pages, now may focus on the familiar group buying, consumers now only see a few big group buy site, for group buying enthusiasm reduced, who also no longer hold a lot of buy coupons in hand and excited, is the change of consumer behavior. ”

and the fastest-changing investors. Hu Chen, who is also introducing himself into the venture, said, "from the fall of 2010 to the first half of last year, investors frantically chased the buying site." At that time, for example, he just found your contact method, give you call the night to come over and meet you, the next day hurriedly and you sign, of course, now, many investors have been stuck ...

Group Purchase • Illness

Expansion too fast merchant service water injection

Recently, the Regiment 800 "2011 China Group Purchase user Complaints Statistics Report", the Regiment 800 complaints platform received a total of 12000 complaints last year, group buying station has resolved only 6700 complaints, that is to say 10 consumer complaints, more than 4 of the complaints were not resolved.

"Different levels of treatment, waiter attitude is poor, shop Jerry ..." Many consumers complain that businesses are either shoulder or forced to spend other purchases on buyers who hold buy coupons. 2011 Annual Group Purchase complaints, 44% concentrated in the local service group buy to shop experience poor, kind of group buy Express delay not shipping also occupy 26% of the complaint ratio.

In this respect, the group 800 founder Hu Chen analysis: This also objectively revealed that the current group buying mode of "soft rib" group purchase site does not directly provide services, resulting in the shop to the link is difficult to restrain; Most group buying stations do not have the power of the business site, the lack of proprietary warehousing logistics system, So even in advance of the physical category group buy samples have done quality audit, you can not control the supplier directly to consumers of the quality of goods and commitment to delivery time.

In Hu Chen's view, all this is due to the 2011 industry over competition. Because the group buying station wantonly development merchant competes the bargain prices, the merchant to buy as a small profits and quick turnover of the trafficking channel, and finally evolved into a business to buy customers "a look at the cost, two to see the mood": if the group purchase price is too cheap, can only serve water injection; If the service staff is not busy, they can only hastily deal with the group

Financial distress refund return difficult

Group 800 data show that group buying sites from nearly 6,000 in the last year, into 3,790 this January, whether it is net group to lay off 600 people to give up the business, or the group Treasure Net (Micro Bo) boss was said to run, whether handle, litters, 24 coupons, or to stop the IPO, high selling fake day shuttle table , every message is enough to make consumers shudder.

It is not difficult to imagine why consumers always complain about the difficulty of refunds, and returns are delayed indefinitely. Because the mode of group buying is to pay first, after consumption, group friends in the success of group buying, that is, through Third-party payment platform (such as Alipay, fast money, etc.) will be entered into group purchase site accounts, therefore, group purchase site successfully "open a regiment" of the first day can get cash, and when the capital turnover is not open, How many companies are able to return the money they have tucked into their pockets to consumers?

On the other hand, because the purchase of goods is not instantaneous consumption, means that the consumer's evaluation of the purchase of goods will show a significant lag, especially when the consumer began to evaluate, a group purchase project has been basically finished, can not have a direct impact on the group purchase project. Therefore, it also caused the complaints of no reason, the consumer returns are unreasonably delayed.

Group Purchase • Evolution

Launch new projects to add new features

"In fact, group buying is just one of our engines, and our real purpose is to start this year to do the life service class of E-commerce." "In charge of the operation of Litters Deputy President Zhaowenjiang now look at the positioning of the litters Regiment," from now on, simple group buying mode is very difficult to achieve profitability, group buying site is not innovative I am afraid to do, now a few big group buying site are thinking. ”

"This year we have launched new profitable projects such as hotel travel and consumer bookings, which are expected to account for more than 60% of revenue this year," he said. And like the handle network this year is similar to Jingdong mall like E-commerce site changes. "Zhaowenjiang said. Even group buying navigation group 800 also in this year to launch movie tickets online ticket booking, but also by the previous group buys secretly in the mobile terminal change coupons Daquan.

The Litters group intends to launch a reservation system, at least to show that the group buying site began to put itself into the consumer's shoes. "For example, before buying a meal voucher, can not see the restaurant situation, may have gone after no seat." Zhaowenjiang said, "This year we will launch a reservation system, consumers after group buying, the restaurant to set aside a fixed seat, through the system consumers can see the time to eat and a few vacancies." ”

Litters group also want to continue to use ultra-low price group to gather popularity, but to make money also use the mall mode that small and medium-sized businesses to litters group to open a preferential package shop, such as a restaurant can launch a number of packages. But whether this can really make a profit, consumers are not "rob" the concept of the mall model has purchase impulse, is still unknown.

Group Purchase • Notes

When do entrepreneurs come out of the cottage?

In a lot of hard buy entrepreneurs are still in the last year's influx to clean up the mess, tired to deal with the interests of all parties and sleepless night, consumer complaints resolved only 40%, a new American model began in the domestic investment circle and entrepreneurial circle quickly leap red, history should repeat?

Pinterest, a website that does not yet have a very good Chinese name, has recorded a record increase in traffic in the United States, with page views ranking the top 30 in the United States. China's large and small Web sites have started to operate this Pinterest model of the site, such as Happy set products, QQ read map to know the world, pile sugar nets, petals nets, know the United States network, fans still nets, spell fan nets, code Map Network, etc. 30, in the circle of people, it can be very fire.

Plainly, this is a picture sharing mode, when you see a friend on the site or do not know people's clothes, you can click the picture to jump to Taobao or a shopping mall of the treasure page to buy. And this model after the popular, dozens of flocked into, as at the time of the group purchase site, but who also distinguish between the difference in the end, the vicious competition between enterprises can be seen everywhere, consumer experience and enterprise innovation is put aside, all but the performance of Chong, Chong, Chong! Ask when entrepreneurs can or want to get out of the cottage? Under the capital, Apple's jobs may only be a bestseller in China.