Zhouning: Internet entrepreneurship cherish life away from group buying

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On the undertaking of Chinese Internet, there is a great noun: cottage. When the cottage from noun to verb, this great cottage history has been in the deduction:

* Tencent Cottage ICQ started, from the beginning, become the Chinese Internet of the Shanzhai. And, Tencent has been imitating, often beyond. Beyond ICQ, beyond the happy net.

• Happy NET, fake Facebook. Happy Net's success, greatly encouraged the Chinese Internet cottage wind, not Tencent-style cottage, but for the cottage and cottage.

• Meal No, grumble, muttering, Shanzhai Twitter. This round of solemn and stirring cottage, was the policy of repression, by the giant crocodile swallowed.

• The American Regiment NET, the cottage Groupon. Become a generation trend, attracted the Thousand Regiment war. Originally is Wang Return, then is the grassroots entrepreneur swarmed, now is each big portal uses the Micro Bo mode the processing way, fallout.

So far, group buying is still hot. This round of upsurge, very similar to happy net triggered the SNS entrepreneurial upsurge. The reasons are as follows:

1, open source to bring the spirit of openness, for group buying this simple model provides a convenient. The formation of such a site is extremely convenient, set up a simple group of the United States Group purchase network, as long as the download a package called "the Most Dirt" code, a few 10 minutes can be completed.

2, the United States group model is relatively simple, business cooperation is also very low difficulty.

3, the most attractive reason: the United States Regiment pattern caters to many people's impetuous psychology, this model looks like happy net general "quick". This group buying mode is a downright viral marketing. The low price constitutes the source of the virus, and the incentive mechanism and the communication mechanism constitute the means of transmission.

Convenient, simple, quick, all this seems perfect, fully in line with the most central characteristics of this era-impetuous.

Regardless of the impetuous we see, we seriously think about whether this model has any value. Who can do this and ultimately get value?

We can analyze that the model itself is not intended to achieve sales but to achieve brand communication. Therefore, the site operation of such projects is not actually take the commission, but advertising fees. The ultimate effect of brand communication depends on the size of the audience and the accuracy of the audience. Therefore, the different size of the site to operate group purchase, the results achieved are also very different.

Small and medium-sized sites, regional sites, the current main target service services, such as catering, entertainment, leisure and fitness, service costs are very low, advertising revenue is not high. Large brand enterprises for such sites lack of recognition, therefore, entrepreneurial enterprises built small and medium-sized group buy network temporarily become a climate.

What are the reasons for the giant crocodile's involvement in group buying? We have pointed out that this group purchase is actually selling ads, if it is Tencent such enterprises, do not worry about the dissemination of channels, the number of audiences is extremely large, then, if the provision of a virus source will achieve how much sensation? virus-type activities, with a huge audience, just in line with the taste of the main advertisers. In this scenario, large advertisers (such as automobiles, cosmetics, consumer goods), viral transmission, is really a perfect match.

Groupon would never have demonstrated this advertising model to Wang, a pioneer or a martyr. However, the Shanzhai model of entrepreneurial enterprise is the first step is to gather so many audiences. How long is this road? How long will this road take? How many travelling does this road take? How many people can survive?

Impetuous entrepreneurs, in the face of the Battle of the thousand, whether serious thinking about the following questions:

1, in the short term, facing the small merchant's money is difficult to earn. The United States is still difficult to profit from the network, the new People's road more difficult to go.

2, too much competition, survival is not easy. Easy for you means easy for others. That is to say, there is no core competitiveness in this model.

3, the development to the size of large enough cost is astronomical. Can you aggregate the number of users to 10% of Tencent? How many city stops are needed to reach this scale? What kind of equipment, personnel, management? Low threshold, does not mean sustained investment. In the absence of profit, without scale, financing is an extremely slim expectation.

Based on this analysis, we suddenly realized: the original seemingly simple group purchase, it seems not to play their own game. The Thousand-Regiment war, is a game a dream. When I wake up with a fantastic dream, Time is gone!

To the entrepreneur said: Cherish life, away from group purchase! (Wen/Ningjie network zhouning)