Why is the coupon and integration platform not large at the mobile end?

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[Guide] Whether it is a coupon or a group purchase, it is essentially a way to consume information directly, but in the O2O, coupons are difficult to do the whole thing.

Tencent Technology December 18 Shan Yun

For a long time, Tingting has not opened the coupon class app for two eyes. As a housewife, before she had such experience, some food and beverage products preferential intensity and buy similar; for the behavior of saving points, she too troublesome, there is no continuous habit. Consumption discount information She would prefer to receive a micro-credit account push or parity.

With the transmission rate and convenience of O2O consumption information, the value of coupon release is more and more limited.

such as points. In the past, traditional merchants in order to push membership card, allowing users to buy 10 cups of coffee free of 1 cups, but in the mobile end can not play. Mobile end of the usual practice is, in a specific time limit category, users as long as the use of coupons, complete points, can be exchanged for the specified goods. To encourage users to save points through the line sweep code behavior to redeem the goods, both to promote the user online purchase frequency, but also to cultivate the user's brand awareness of the merchant.

"In the final analysis, integration is a cost-oriented product and it is difficult to make a generic product at the mobile end." "Pudding Mobile CEO lei (micro-blog) that for life services, catering businesses, many products and services are on-site experience, integration System equivalent to accounts payable, must continue to invest in order to Exchange users. and need to support the background IT system, which for small and medium-sized businesses, to do the system's budget is limited. Again, consumer information is too rich, the user is not sensitive to the presentation of the preferential points. If according to traditional thinking to do, often investment has not ended, the user lost, the loss of the interests of small and medium-sized businesses is self-evident.

Does the integration System work for brand merchants? This kind of merchant has the budget consideration to it cost, the user localization is clearer, relatively fixed. The income of the integration system is different in different business forms. For example, the apparel industry has a strong seasonal sales cycle, whether online or offline, the season to the user will go to consumption. But normal integration does not stimulate consumption.

There are now 7 shops under the line of children's clothing brand green box, only online under the integration System operation.

"The integration system for us is very effective, because saving product is equivalent to eliminate inventory, but also enhance user stickiness." But to stimulate sales, you must use the pre-sale discount category tools. "Children's Wear brand green box President Ms told Tencent Technology, integration is to enhance the user experience and stickiness of a way, pre-sale discounts are disguised discount behavior, such as the purchase of 100 Yuan discount coupons is the equivalent of playing 90 percent, 500 discount coupons is equivalent to playing 70 percent." But this behavior can only be done online, because offline stores can not be more than hundreds of people each day to gather.

It is because of the brand effect that the green box follows the large web site to do O2O, and does not engage with the Life Service category app. However, there are still large business super willing to try, now the large business super Tesco is in cooperation with Ding Ding coupons to launch a sweeping discount activities, Tesco's support for this activity, all upgraded the background receipt system.

"We are now only playing the role of converting paper coupons into electronic coupons, and even preferential margins cannot dominate." "Ding ding coupons to Tencent technology to talk about." Compared with the traditional coupon-type ecology--first to do small and medium-sized businesses, and then bigger merchants, and then a big ultra. This kind of app is hard to challenge the rise of the micro-trust ecosystem, Alipay system, because the latter is the first big Ultra (brand category), and then do the merchant sink. There is a right of speech in the allocation of funds and resources.

In the final analysis, whether it is discount vouchers, group buys or points, mobile interconnection technology in the consumption of the change is still the transmission rate and utilization rate, in the future O2O consumption of this matter, can only be changed to experience the process itself, but will not change its nature of commercial attributes.