China'S "Hundred Regiment War" Set Off A Big Explosion Of Group Buying Website

At present, the clothing industry is also facing the problem of diversified development of e-commerce channels.

As a form of electronic commerce, how does the domestic group buying website explode in a short period of time? What does it mean for the domestic clothing brand? What will the group buying website develop in the future? What are the ideas of the group buying website for cooperation with the clothing brand?

Group buying websites gather power of consumption

GroupOn group buying new concept

Group buying website wins business attention

In the early days of Internet development, group buying behavior has been derived from the emergence of various forums, and this model can be described as enduring. Almost every forum will see that all kinds of posts of group products are constantly emerging. The root cause of its super vitality is that the price of products will be much lower than the original price through group buying.

In the early group buying activities, the form of organization is relatively loose, most of which are initiated by a certain user in the forum, and other users are involved. Finally, the users who initiate the group purchase complete the final paction and product distribution.

But since the US group buying website GroupOn was formally launched in November 2008, the concept of Internet group buying has been completely overturned and renovated.

"Group buying only 1 items of goods or services per day and looking for the biggest discount group purchase" - this new group buying concept has made GroupOn popular.

For the selected commodities or service providers, GroupOn is most likely to give consumers the lowest price, and at the same time strictly control the minimum number of consumers needed to start the group purchase project. In this way, in the face of attractive prices, many consumers will try to promote their friends to enjoy the privilege.

Through interpersonal communication, the GroupOn website's own hits have soared. Meanwhile, the brands that provide products and services for GroupOn have also won money and popularity.

It was in this virtuous cycle that GroupOn achieved breakeven in June 2009, and received a total of over $150 million in financing.

At present, its website has more than 5 million registered users, and the company's revenue is expected to reach US $100 million in 2010.

The latest New York Times reported that GroupOn, the US group buying website, has become the most crazy Internet Co in history, and its valuation has reached a record $1 billion 350 million.

Domestic group buying websites increase sharply in the short term

Huge bubble or usher in quick shuffle

The success of the GroupOn model has undoubtedly led to the discovery of a huge gold mine by domestic Internet practitioners.

Starting with the latest $135 million financing from GroupOn in April, domestic group buying websites exploded.

Up to now, in just 3 months, the group buying websites in China have been conservatively estimated to have reached more than 150.

All of these websites belong to the clone version of GroupOn, and all of them are in the GroupOn mode in terms of website interface, module and shopping process.

Cloning and cloning, the large-scale emergence of group buying websites did trigger an upsurge of domestic Internet consumption.

But because of the explosive growth in the short term, the group buying websites that exist in the Internet are still mixed. Many websites soon face the situation of not being able to go on the line, and the negative reports on group buying websites are common. It naturally makes people pessimistic about the survival prospects of group buying websites in China.

Some experts pointed out that at present, the homogeneity of the group buying websites is serious, and at the initial stage of the construction, they hope to quickly gather more popularity and increase the number of registered users, so there will be a vicious competition based on price reduction.

At the same time, at present, Internet group buying, like all online shopping, lacks the supervision and restriction of relevant laws and regulations, which leads some illegal elements to use legal loopholes to defraud consumers.

Therefore, many industry experts and experts expressed a consistent view of the future development of domestic group buying websites: soon there will be a shuffle, and the number of group buying websites that will eventually survive will not be many, or even only one digit.

Because among a large number of group buying websites, a few websites with good reputation or high-quality resources will occupy more than 80% group buying consumers. These websites will become bigger and bigger, while other websites can only welcome the closing result.

Group buying and consumption

Developing brand new e-commerce {page_break}

Through the search and enquiries of journalists, most of the products provided by domestic group buying websites are catering, entertainment products and all kinds of hairdressing and hairdressing, maintenance and fitness services, but the proportion of clothing and apparel products is not very large.

However, there are several different modes in the few group buying websites that sell clothing and apparel products, which is indeed meaningful for the clothing brands who want to test the water e-commerce.

At present, the most original mode of group buying website is to cooperate with website providers and product providers to launch a single product for consumers to purchase.

According to the reporter's observation, at present, the group buying website that sells clothing products in this way is the majority, and among them, the brands appearing in sales are famous brands such as Lining, Ecco, NIKE and so on.

In addition, in the group purchase website visited by reporters, the organization form of "matching network" is very characteristic.

The group buying website is built on its own website. Before setting up a group buying business, the collocation network is a special website to introduce clothing matching skills and knowledge.

Now part of group buying business is actually a branch business in the website.

As the original website has a large number of fixed users, so the group buying business, so that the distribution network is very good.

Another group buying website with a very distinctive organizational form is Jiapin group, which belongs to the sub website of Jiapin net.

Jiapin net itself is an e-commerce website mainly based on online sales of high-end luxury brand clothing and apparel products. The misplacement between Jiapin group and Jiapin net is due to the high and low points between the two websites targeted by customers. Jiapin network is aimed at high-end customer groups, while Jiapin group takes a low-end route for young fashions.

Because Jiapin net already has a relatively stable purchase channel and cooperative brand, taking advantage of this advantage, Jiapin group, as its sub website, can sell some high-end brand's subsidiary brand products at a lower price.

Shop owner said

Show baby push group to buy popularity

With the rise of some group buying websites, group buying has become a popular new consumption mode among netizens.

According to the number of group buying and the number of products ordered, consumers generally get a discount range of 5% to 40%. The advantage of this price does bring some pressure to Taobao shopkeepers, but this does not mean that there is no way to deal with it.

Now Taobao also supports online shopkeepers to set up group buying products in the store, although the price can not reach the group buying site so low, but consumers can choose better cost-effective products category will be more abundant, so that consumers can get substantial benefits from group buying.

In addition, we should be good at finding the head of organized regiment in peacetime.

We can build several groups on Wangwang and QQ. We can chat with you when we are busy. We can inspire each other and exchange experience.

Many regiment leaders grew up in such a chat atmosphere.

Every time a new item comes out, the shop can be distributed to the head of the Department for free to try it on. Ask them to share the real experience after trying it out. This sharing is much better than advertising. Everyone can see the real buying experience and wearing experience of others in the forum or community, and will naturally buy it before they feel comfortable.

In fact, the Colonel played a third party certification role here.

There will be more and more people in the show, and brands and shops will become more authoritative.

In addition, we will also organize group buying to increase sales.

Because group buying has the function of gathering popularity, and popularity will play a certain role in promoting the store.

The purchase of the same quality products enables consumers to enjoy lower prices and better services, so that they can really buy products with good quality, good service, reasonable price and satisfactory products, so as to save time, save energy, save money and save money.

In this way, we can reach the goal of buying customers into passive bulk purchase through online group buying, which means expanding the scope of customers and increasing sales volume under the premise of ensuring product quality and after-sales service.

The rise of group buying campaign is an extension of my own business ideas and a set of my own experience.

First of all, the price setting of group buying is the most important factor for the success of group buying activities.

Group buying is to enable buyers to enjoy the cheapest price, so our shopkeepers should pick out the most valuable products instead of randomly selecting one.

Then compare the price of the same category in the whole Taobao, and ensure that the group buying baby is the lowest price among the same kind. It is usually suggested that the group buying price can reach at least 20 percent off of the price, so that the first step to success is achieved.

Second, the minimum group purchase quantity.

This quantity should not be too high. If it is too high, the paction will not be completed, which will seriously affect the paction efficiency of both parties.

Once a group buying campaign is launched, the two sides can immediately close the deal, which is also a key to the success of group buying activities.

Of course, this also needs to be determined according to the nature of the products in the store.

Taobao shop: two fat's grocery store.

"Teach foreigners to build skills"

The rise of group buying websites is bound to put pressure on Taobao shopkeepers.

First of all, the sales volume of group buying network is likely to be a few months' sales volume of Taobao's shop. Secondly, the low price is one of the important reasons.

How should Taobao owners cope with this powerful near God opponent?

The ancients once said, "Master Yi and long skill to make foreigners".

Strategy 1, although I have not much capital and can not do the business of losing money, I can learn the most popular "spike" strategy recently.

The effect of taking out the treasure of the store is absolutely not small, but we must be careful not to be too bold. After all, we run a small business.

Strategy two, unity is strength.

You sell clothes. I sell tents. He sells ovens and kebabs.

Can we unite to get a camping online shopping activity? It is absolutely no less powerful to gather together than to buy online group buying, because online group buying is just a group buying of different single products, so the one-stop group buying way may be the favorite of many lazy people.

And every store owner's consumption source is different. Is it better to share it? Actually, it is an example of 1+1>2.

The rise of online group buying movement is likely to cause 20% of stores to withdraw from the market.

The emergence of new things will inevitably bring about the sacrifice of some people's interests.

But we should see that the emergence of online group buying has indeed opened up many operators' ideas.

How can a single shopkeeper contend with a huge network marketing team?

The only way to win is to expand business ideas.

People without me, people have me odd, people wonder me better, this is the most important problem Taobao shopkeepers should pay attention to.

And I think that now Taobao shopkeepers have to bid farewell to the era of individual combat. The derivatives of products should be combined with the sellers of similar products. The group sells them to our regiment, and the consumers can make a one-stop purchase and enjoy the treatment of bundled logistics, so I think this is a good temptation for consumers.

As the platform of the network community is improving day by day, I can not think of a long time before it will appear "network group sale market".

In this virtual market, shopkeepers can share different shopping experiences of different stores according to the different products sold by different stores.

Taobao shop: Han Yi Garden of Hong bean curl

Brand theory

How do brands view group buying websites?

In the face of the many group buying websites springing up this year, how can the brand react? How did the brand react? On the group buying websites, Zhou Zhiguo, manager of e-commerce department, who has organized many group buying activities of jeans brand ERQ, told reporters that the group buying network station is not suitable for businesses to make long-term sales, because group buying can only play a bridge role in the process of brand communication with consumers, and is not suitable for businesses as a means of sales.

This is because the product price of group buying is approaching the bottom line of cost price. Many trousers sold at 158 yuan at normal retail price only sell more than 60 yuan on group buying website. Only a few dollars' profit, it is not feasible to rely on group buying station to make profit. It can only be regarded as a good advertising carrier.

For new brands that are just beginning to expand the market, it is possible to take a lot of styles for group buying, but for most mature brands, they will only choose some single products.

"I think that the product that the brand takes out for group buying should first guarantee the quality, because the main purpose of the enterprise to participate in group buying with its own products is not to make money.

It is to get consumers' recognition of products and feedback on products.

Many consumers post the group buying activities and post them on the Internet. They share the experience of evaluating products and the group buying activities with other netizens. The feedback information is positive or negative, which is very valuable to the manufacturers.

When Zhou Zhi Guo talked about how the brand should look at the actual return of the group buying website, he said, "when the manufacturer feels that enough consumer feedback has been collected, it should stop investing in this part of the group buying website and turn to some conventional network announcement, and then stabilize the selling price of the product on a reasonable price system.

If a group buys a product with poor sales or bad reputation, it will be too much to lose. On the one hand, super low discount can not make businessmen earn money, and it will also affect the image of the entire brand.

The shoe net also owns its own brand, but Xin Chunxiao, its marketing manager, has different opinions on the role of group buying websites in the operation of enterprises. "I don't think the group buying website can yet achieve the role of brand promotion, not only now, but I will not look at it in the future.

Because the audience of group buying network is very limited, this requires that the brand promoted by it is mature and highly known, which leads to group buying activities with strong pertinence.

For example, Nike and Adi can attract followers of many brands to pay attention to themselves through this platform, but this effect is limited to the highly known brands.

Once the group buying website develops into a trend, it will bring great benefits to this kind of mature brand.

But in the current form, I think group buying website is a channel to clean up inventory. "

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Cooperation mode between brand and group buying website

There are three roles in the process of cooperation between brand and group buying website. Consumers, among websites, businesses and consumers, can benefit most.

After buying the products on the group buying website, the after-sales service is all undertaken by the merchants.

The pricing of participating group buying products is deliberated and decided by the brand and group buying website. Some group buying websites will provide reference to the brand according to the pricing experience of the previous group buying activities and the affordability of the consumers.

"How to price a specific brand on the group buying website is explained by Zhou Zhi Guo": "group buying price is based on the supply of goods on the website, plus a small price for each product."

Take clothing products, for example, if the group buys the goods that retail price is less than 100 yuan, the website will add about 3~5 yuan on the basis of factory pricing. If the food category is lower, the cosmetics category will be slightly higher.

So every commodity has a lower profit for group buying stations, but for those influential group buying websites, if more than 1000 people take part in activities every day, even if they earn only 3~5 yuan from each customer, the overall profit will be considerable.

Some group buying websites are priced too high, resulting in only seven or eight or ten people taking part in activities a day.

Generally speaking, at least 150~200 talent should be a successful group buying activity.

If the group purchase below 100 people is not attractive to businesses, "

This is why the brand buying and buying group buying website will first consider choosing those websites that have reached a certain scale. The size of the group purchase network is determined mainly by the number of members.

If a website has a very large number of registered members, even if it is not a well-known brand, if it participates in it, it will be able to produce hundreds of products per day.

In addition, these larger group buying stations will be cheaper than the local small and medium-sized group buying stations.

However, due to the serious trend of many group buying websites in China, the quality and reputation of many websites can not be guaranteed.

The first batch of developed and developed websites, such as the US group, is very dominant. Consumers are not only more likely to remember it, but also have a sense of trust in their hearts, and their development is more mature.

Brand development of group buying website

Ye Xinhua, director of the 332 direct selling website planning department, said that there are few fashion brands to join the group buying network. "The brands are still in the observation stage. On the one hand, there are still some limitations in the category of products involved in the group buying network.

On the other hand, brand will be considered according to its own characteristics. Some clothing brands that are used to promote and marketing through traditional channels need time to determine whether the group buying mode is really suitable for themselves, and will be added to it after positive feedback.

Ye Xinhua believes that many group buying websites are still in the stage of publicity and promotion. Especially during the summer vacation to September, the promotion activities for students and other consumer groups are most active. After a period of publicity and development, the scale of group buying websites will definitely expand, and that is the best time for enterprises to enter.

"Promotion is a process. We need to give it enough time.

I think this opportunity will appear in the third quarter of this year, so the 332 group plans to launch its own group buying website in the third quarter.

We will choose some new styles to do group buying activities, for example, besides shirts, we will introduce some T- shirts that students prefer.

We are mainly concerned about the size of group buying shipments. As long as the shipment is large enough, the profit is little.

The brand hopes to take advantage of this opportunity to penetrate the northern market, hoping to make the public accept our products in this way, so that different groups can have a sense of intimacy and identity towards the brand.

The marketing form of group buying network has developed very well abroad, and this year it was introduced into China just in its infancy. Its adaptation to the market needs at least one year.

Because the market does not need many group buying websites, and the current group buying station's business category is chaotic, lacking its own characteristics, it is necessary to experience a market shuffling elimination process.

"I believe that after a period of shuffle, some of the websites will be eliminated by the market, and there will not be enough websites to survive. There are probably more than a dozen to 20 homes.

After that, these group buying websites will gradually mature and standardize after a period of development.

And according to their accumulated experience in the previous year or half a year's operation, they can explore their own good projects for pformation. For example, some websites choose to specialize in clothing, others specialize in cosmetics, and others specialize in catering.

Once you find your professional direction, these group buying stations will continue to move in this direction.

Zhou Zhi Guo said, "I think the form of the whole group buying website is still very good. After the formation of several monopolistic group buying websites, the cost of promoting products in the future will be higher and higher, and profits will be lower and lower."

Friends say

Viewpoint one: clothing products are cheap but true and false, and their sizes are hard to determine.

Mr. Zhou is a white-collar company. He spent a lot of time on many group buying websites.

Most of the consumption is used to buy coupons from restaurants.

When asked whether to buy clothing and clothing products on the group buying website, Mr. Zhou told reporters that he has not bought related products on the group buying website so far.

In Mr. Zhou's view, the price of clothing and clothing products sold on group buying websites is indeed cheap, but at the same time, too low prices make people worry about the quality, authenticity and other aspects of the products.

"Low prices first let me doubt the legality of the products. For example, some group buying websites have launched Ecco shoes and so on. The price is very low, which makes me very surprised, because in the Ecco shopping mall counters, the price of the similar products is about 1000 yuan, but the price at the net station is equal to 90 percent off.

This naturally makes me wonder about the authenticity of the product.

At the same time, Mr. Zhou also pointed out that at present, the reviews of products on the domestic group buying websites are basically one-sided, not like Taobao can ask buyers.

In addition, Mr. Zhou said that when clothing products were purchased, they could not only refer to the sizes. After all, the standards of different sizes were different, so it should be seen that it is more suitable for them after trying on them.

But the products on group buying website obviously can not meet the needs of this area, and if it is specially designed to try out the counters in the shopping mall, it is too cumbersome.

Finally, when a reporter asked what products and services provided by group buying network would consider buying, Mr. Zhou told reporters that first, this group purchase website must have good reputation, and the shopping process should be simple enough, and then there is hope that the website can produce the identification information of the product voluntarily, such as origin, packaging, nameplate and so on, and at the same time, it should provide a convenient communication platform between group buying users.

Viewpoint two: clothing products are good, but single products are easy to bring embarrassment.

Miss Shao, an employee of a state-owned enterprise, has been online shopping for many years. She has already had a high credit rating among buyers of e-commerce websites such as Taobao.

Since the rise of the group buying website, she often buys a lot of products with the group, and she often shares with her friends and colleagues around some restaurants, hairdressing, hairdressing and other preferential activities.

But when Miss Shao saw group buying websites selling their favorite clothing products, she did not want to share too much with her close friends.

Miss Shao told reporters that after seeing skirts and shoes on the group buying website, if they liked them very much and decided to buy them, they would not share the group buying activities with their friends or colleagues, because these products often had only one style and color. If they were introduced to the people around them, it would be very likely that everyone would buy them, which would undoubtedly result in "bump shirts".

"Women love beauty, and hope that beauty can have individuality.

If everyone wears the same clothes to work or go shopping, I think it's embarrassing. "

Miss Shao expressed the hope that in the future, the group buying website can provide products of different styles and colors under the same style when launching clothing and apparel products, so that how many can avoid the embarrassing situation that they are worried about.

View three: group buying website should be safer to buy clothes.

Mr. Zhu has been engaged in e-commerce for many years and has participated in many group buying activities after the rise of the group buying network.

For buying clothing and apparel products from group buying website, Zhu believes that its nature is not much different from buying clothes on Taobao, and from the price point of view, group buying brand clothing products should have more advantages than Taobao online purchase.

In essence, Mr. Zhu said, the group buying website and Taobao store are almost the same in the sales process. Consumers can buy products through these two forms, all through the process of seeing products, clicking buying, payment through Alipay, seller's delivery, buyer's final payment and paction termination, but the group buying website sells a single product to multiple consumers, and on the price, the price of brand clothing can be relatively low.

When it comes to shopping safety and credit of group buying website, Zhu told reporters that in his view, buying clothing products on group buying websites is safer and more secure than buying other electronic coupons.

Because after deciding to buy, the money paid by the consumer will be temporarily preserved in Alipay. After seeing the product in kind, consumers will have the right to return and exchange goods. Only after the final purchase is determined, will the money be paid to the group buying website.

That is to say, when the money is spent, the products that consumers need are already available.

But now a lot of electronic coupons products, consumers get paid after hand is still only non physical credentials, and want to use these credentials for the final consumption, also need to provide preferential business with the appointment.

But every group buying activity has a certain validity period. Once the consumer fails to make a successful consumption within the time limit, it means that the money has been hit by water.

"A female friend of mine once bought a beauty treatment product on the group buying online, but until the expiration date, she failed to make an appointment with the beauty agency, and the answer given by the other party was that the number of appointments was too large, and it was already full."