Where does the idea of "bargain help" come from?

Summary: "The easiest way to succeed is to replicate." This is a sentence of success, but if there is no workaround, replication can become a complete failure. In terms of group buying, in this particular consumer market in China, copying the Western model has been more and more line

The easiest way to succeed is to replicate. "This is a sentence of success, but if there is no workaround, replication can become a complete failure." In terms of group buying, in this particular consumer market in China, copying the Western model has become increasingly unworkable. Therefore, the integration of China's national conditions for group buying model reform, to create a Chinese-style group buying site, has been urgent. 】

Chinese group purchase from extravagance into thrifty attention

16G Apple iPad2 only needs 3195 yuan.

This is the purchase price offered by the "bargain help" of the group buying website of the Innovation Factory. Need to emphasize is that this is not the price which the merchant gives, more is not the tail cargo processing, but "bargain help" to kill out of price.

In the group buying industry has been sung decline, "bargain help" in a new way to kill encirclement, they do not burn ads, no large operating team, do not follow any group buying mode, but deeply attracted the attention of the vast number of consumers.

Kai-Fu Lee (Weibo) in early 2011 has proposed "future group purchase site only three or four" view. From this, Kai-Fu Lee on the development of domestic group buying is not optimistic, but the innovation factory can produce a "bargain help" this seed, from which to see the recognition of the project

"We are in fact October 2011 on the line, has been groping, want to do a Chinese-style group buying mode, let this model and China's market demand more closely linked together." Said Peng, one of the founders of the bargain.

This way can also be referred to as "reverse group purchase", refers to a set of time to assemble a large number of scattered buyers, become a large buying group, enhance the bargaining power with the merchant, at the same time, the backstage of the merchants to obtain orders, fierce and not visible competitors to compete price, In order to ensure that the final price is the environmental conditions at that time to achieve the lowest price.

Where does the idea of "bargain help" come from?

Another founder Yang Yan to the network leader reporter said: "In China, relative to the internet, it manufacturers seem to favor the channel business, for the internet sales, they are not enough recognition, the second is not enough strength." "Yang Yan Introduction, Peng and he has nearly 10 years of it channel business experience, the original thought of this group purchase" idea "can be said to be natural.

Peng introduced, this "reverse group purchase" not only use their rich business resources to ensure the price and quality of products, in addition, also seems to be more in line with domestic consumption characteristics.

"The difference between us and other deals is that they may be dealing with the idle resources of the business, which is a stimulus to consumers." But our way is the kind of group buying, the first need to have a larger business production, in addition, the core is the product retail price to close to the cost. ”

Quality assurance and price concessions to increase the number of users, in almost no advertising hype, the "bargain Help" registration number is increasing by 20%.

For business, the two founders said it was "just flat," but that alone was enough to make many group-buying sites far behind.

A laptop computer, the number is greater than 2, an entrepreneurial idea, is the "bargain help" the first start-up costs. It seems that in the fertile soil of China, want to develop electricity business not necessarily need money to speak, "bargain help" this localization model will grow well.

Western-style adaptation by the cold reception

In fact, the concept of local group purchase, has not been two days a day. Although many websites have been speculating on how to localize themselves, but in fact they are very different, and foreign models no difference.

Although the domestic mainstream group purchase site model is different and the same, but can be divided into: Life Service Information Class group purchase mode, a specific product category group purchase mode, navigation class group buying mode.

For the Life Service website, most of the service is spelled. However, in the current situation, the Local Life service group purchase site and foreign models are very similar. resulting in a single content of localization services, in addition, the increase in the number of users to experience satisfaction of a linear decline.

For local services, there is only one simple change, the "long tail" demand docking, and this is similar to a foreign model. The key to this change is the diversity of Community products and the longevity and richness of the supplier's hospitality capacity, and at present at home, the effect is not obvious because of the limitations of capital and technology.

In addition, the bottleneck of specific product class in logistics should not be neglected. Moreover, the quality of the product has become the focus of attention of users. And for copying foreign models of most group buying sites, the face of a large user base and a considerable number of businesses, for a time it is difficult to solve these two problems.

Group buying site "Crazy" directly led to the prosperity of the navigation site, the same, group purchase site of the serious overdraft, but also affect the fate of the navigation site. Because the navigation site is very easy to replicate, leading to the problem of the homogeneity of the navigation site is quite serious.

These are reproduced and copied and caused by the disease, but also group buying was sung decline one of the reasons.

As early as the 2011 Internet Conference, the Wonderful Life market president for China's electric business model has put forward such a view: China currently has 42,000 enterprises, 99% of the business model, management model, marketing model are copied from abroad, regardless of business-to-business, corporate, search or community, is to follow the pace of the developed countries in Europe and America, even the use of their elimination of the business model. How to compete with the world's developed Internet countries. I think if I still follow their footsteps, there is no doubt that there is no difference between using a knife and Yang Pa in the past. ”

Group buying Chalai, like hamburgers, pizza exudes the seductive "foreign taste", attracted the influx of people. But after the enthusiasm is exhausted, it is inevitable that the mode of group buying is too simple and boring. So in a lonely foreign land, group buying also began to acclimatized.

In the face of this special consumer market, the group buying site I am afraid to need to further calm thinking and innovation, to find a new model with Chinese characteristics.

The local trend becomes inevitable

I'm afraid every group-buying entrepreneur is thinking about future development.

At present, some have slowly turned to the business of E-commerce, and another part is slowly groping for their own development of new forms.

While plotting the future, we should learn from some group buying websites--vertical and local websites.

Unlike all-inclusive's comprehensive group buying site, vertical sites focus on specific areas or specific needs as a new bright spot for the Internet. In more and more networks to attract the attention of the people, netizens are gradually out of the fashionable, curious early stage, and constantly looking for practical, practical and affordable online. For example, Poly-Mei excellent products, car network, Shang and other sites have been using the record to show their own advantages.

Wang Huiwen, vice president of the United States Group Network, has analyzed the view that the local service group will be the future of the competition weapon. "The local service is for the logistics ready-made said, the local service is the consumer from the home to go out, go out to spend, and the logistics only consumer sitting at home, we sell his goods to his hand up, so we call the local service E-commerce is ' not curtilage ' E-commerce." This is a blue sea market, so we focus our experience on this aspect. ”

Study does not mean to copy, careful analysis of these two models, indeed in line with China's national conditions and user consumption characteristics-practical and affordable is the main needs of domestic users. Only the local group buying mode, the environment to make appropriate adjustments in order to thrive on this land.

Peng pointed out that the "bargain help" early start to analyze the characteristics of it channel business, but also analyzed the user's demand point, therefore, the website launched a return of goods and 34 cities in advance delivery services.

In logistics, "bargain help" is still trying, for example, at present with Shun Fung Express cooperation, launched the "notice delivery" service-the product sent to the downwind of the express inventory, the user placed an order, it can be the first time to receive products.

Because it is a bit of accumulated resources and connections, "bargain help" can be gradual and orderly after-sale and logistics attempts, compared to the larger volume of group buying site, logistics This bottle strength is also easier to break through.

In addition, the "bargain Help" in the purchase of resources in the advantages can not be overlooked. Because the quality of the product caused by the integrity of the dispute is also one of the industry hotspots, and this is only a day to launch a product, and has many years of experience in the channel business "bargain Help", has not been a problem.

Even if the patterns are very different, winners must have something in common. The most important reason for them to take advantage of the "Chinese style" is to bring Western-style meals back to the restaurant.

Trend thinking should conform to China's national conditions

Although many group buying sites are shouting themselves "localized", most of them are just gimmicks. Localization of the process should not just say it, but to implement the steps to seriously analyze the site pattern and the current market demand.

Yang Yan in an interview with the network leader said: "For domestic distributors, the resources to converge on the Internet platform for sales, it is more difficult, and we can help dealers to solve these problems, but also to solve the needs of users." ”

"For the group buy as a media platform," I would like to explain that in the Chinese consumer market, many people may go to the site, but does not mean that people will buy things, so the conversion rate of the site is also the current group purchase site should consider the issue. Peng also gave a statement.

A group buying navigation director once pointed out: "group buy at present must be calm." In the face of the current situation, we must calmly think about the next way out. The "Bargain gang" is not very large at the moment, but it is remembered in a unique way. "Bargain help" brings not only a new model, but also a new thinking-how to create a Chinese-style group buying website.

Therefore, not so much as the group buying site was sung decline, it is better to say group buying site is not acclimatized, not find suitable for China's national conditions of development model.

Believe that in the good 2012, through the positive adjustment and integration, there will be more "bargain help" with Chinese characteristics of the debut.

Reporter's Notes:

Localization is a process, not an end.

If there is no advertising, group buying site can stand out?

I'm afraid everyone will shake their heads. But the "bargain gang" tells us that this is OK.

I was told in the interview that "burning money to advertise is the standard international E-commerce strategy", many group buying site in a tragic way to explain that this form is not workable.

For Chinese who are accustomed to hot pot dumplings and stir fry, hamburgers and pizzas are only fresh for a while. Copy Western eating method, is expected to acclimatized-for domestic group buying, logistics, online and offline organic combination is difficult, integrity is a difficult problem.

How to break through?

When we think about how to solve these problems, we often forget that the crux of the problem is the water and soil problem. If we do not solve the fundamental problems, but also to the fixed pattern of the application of nutrition, and finally wait for the death of it.

In many group buying website, "The bargain help" why will attract our eyeball? Very simple, because they have been very calm, they have been thinking. Calmly face group buying site mass ads bury their facts, think more comprehensive way to break through.

We need this kind of calm and need this kind of thinking. And in this process, localization is a process, not just a goal, the future we expect, of course, is profit.