will focus on the core group buying site

According to the definition of "light Company", with many "heavy companies" themselves to do goods and warehousing is different, in the production and supply surplus of the rich age. No doubt, the from the source of the development of group buying, is a "light Company" representative. the Light Company relies on information technology to become the organizer, and then integrates the whole chain. In short, "Light Company" is its own website and operations, warehousing, goods, logistics and other dependent partners. Group buying this model has fully tapped the potential of localized e-commerce, pulling the online life of the service industry. Group buying site development in the initial stage of catering, leisure service-oriented goods, ticketing gradually occupy a considerable proportion, and physical goods only as a small supplement. Deal with the need for the site is only the site + operation + Offline marketing, so that the integration of online merchants and attract online users and can be divided into a buy market a cup of soup, it is indeed the "light" of the ultimate.

Group buying entered into the second year, there have been many changes, the core is a "heavy" word.

First of all, the burden of the enterprise becomes heavier. Group buying website Scale expands rapidly, advertisement and labor cost is huge. Incomplete statistics, handle NET staff 6000 people, litters Regiment 5000 people, 24 coupons 4000 people ..., with a large number of sales and call center personnel, group buying sites bear a heavier human costs. The cost of the group buying site is staggering. 2011, handle NET, glutinous rice NET, American Regiment NET, full net, Regiment treasure NET, Gao Peng Net, gathers the United States excellent product and so on main group buys the total budget of the advertisement to billion. Group buying sites not only invest a lot of money in online advertising, but also spread quickly in traditional media such as TV, bus station, bus body, mobile TV and subway station.

The second is that the share of the heavier entity group buys is increasing. In the first half of 2011, users participated in the purchase of physical goods accounted for about 50%. Many of the first-line group buying site in the navigation bar to add "merchandise" "online shopping boutique" "online shopping channel" and other options. Do the physical items to buy the site also developed, such as the Orient Livable Network of Livable Group, Poly United States excellent products opened Poly Mall and so on. The national mail of the entity goods is the first purchase of local service resources shortage when the emergency supplement, but it presents the trend of conventional, bulk, the increase in physical goods will buy services from the local Service E-commerce Belt network market competition sequence.

Third, the website is involved in the supply chain system construction. As a result of the increase in the share of physical goods, some group buying site also involved in the Logistics distribution link. At the beginning of 2011, the handle network announced has been invested in the city logistics, in Beijing has set up 10 distribution points, hundred people over the size of the distribution system, the end of the plan to develop to 100 cities nationwide. Group Treasure Network will also spend 200 million in the country to establish 10 logistics centers, in the self-built each logistics center will set up a number of distribution points, at the same time equipped with hundreds of people's distribution team. Logistics warehousing, offline experience shop, etc. will obviously pull the service chain longer, will buy the site more "heavy".

Group buying shows on the weight, deep look is the internal pattern in the differentiation. Some group buying sites are constrained by the cost of capital, or will adhere to the "light" route, focused on local consumer E-commerce; some group buying sites try to "heavy" the road, from the focus on services to the whole network of goods, and consumers rob the market. The next year, this pattern of differentiation will be more clear, a group of local services E-commerce Group purchase site will focus on the original group purchase mode, continue to do deep service; some of the fast-moving site may become a transformation into a comprehensive web site, to join the market competition ranks. Those who go too fast or too slowly, if faced with capital or market risk, will be cleared out of the group buying market.