Fashion Group Buying Wind Hit!

Group buying or group buying? Many clothing websites are quietly on the way of group buying in various ways, such as food, beauty, fitness, fast consumption and entertainment.

Recently, the domestic Internet has been blowing up a group buying wind. Large and small group buying websites have sprung up like mushrooms.

According to incomplete statistics, at present, there are about more than 400 group buying websites in China, and Internet bigwigs are also buying group buying channels.

Suddenly, like a spring breeze, thousands of trees and flowers will bloom.

The US group buying website Groupon has been profitable in the past six months, and has been stimulated by $135 million investment. The group buying websites such as the US group network, the handshake net and the co purchase network have sprung up everywhere.

Many fashion professional websites have also launched group buying cards: Masa Marceau launches a group buying costume every day, overdue the original price, can attract loyal customers' attention; VANCL also has group buying preferences for enterprise users, not only in order quantity to a certain amount.

However, this group buying craze has also led many people in the clothing industry to ponder: why is the share of clothing in the group buying website small? How about the next development trend of the group buying website?

The share of basic clothing will expand.

Group buying relies on the strong adsorption effect.

"Although it has been more than 1 months before contacting group buying, I have grown into a habit of browsing my own collection website everyday."

A company's white-collar workers said that she preferred group buying, first because of the benefits of saving money, and the two is to save time, energy and labor in shopping experience.

"I prefer cosmetics, food and clothing to group buying. If I feel good, I will introduce them to my friends and spend together."

In March this year, the first group purchase website was launched in China. Then hundreds of large and small businesses were sprung up, including single group purchase websites and classified information platforms.

Group buying websites usually provide only one commodity everyday, involving Chinese and Western food, movie theaters, hairdressing, beauty, KTV, outdoor sports, clothing and so on.

Most of these websites replicate the Groupon day by day mode of American counterparts, and even web design is much the same.

With the emergence of more and more similar group buying websites, group buying navigation platform also came into being.

In July 27th, China's leading apparel B2C online clothing network announced that its one-stop group buying navigation platform, "I am the head of the delegation", was launched formally, which means that the clothing network began to get involved in online group buying and expanded from vertical to comprehensive direction.

Experts say that group buying website has dual characteristics of low entry threshold and high operational threshold. Whether it is screening and controlling suppliers, or combing and optimizing the whole business process, as well as the importance and implementation of customer service, it is always testing the actual operation ability of group buying website.

At the same time, group buying website also has the characteristics of low customer loyalty.

Whether it is loyalty to group buying websites or loyalty to business operators, they are at a lower level.

The clothing is personalized, and group buying is more suitable for standardized popular products. But with the continuous supplement of clothing categories, the share of basic clothing and brand underwear underwear will expand further.

After the spring and Autumn period, the Warring States Period

History has always been an amazing repetition, and the Internet industry has always been a warning to others.

There are numerous cases of emerging things and foreign products from being caught up in the wind to the sad ones.

How long can the Chinese gold buying group start the gold sucking law? Is this the Internet gold mine to be excavated or the origin of the next Internet bubble?

Many people in the industry believe that the group buying website will gradually move towards the Warring States era when the powerful people compete for hegemony from the spring and Autumn period when the princes are in the dogfight.

Chen Shousong, an analyst with Analysys International, said: "the invisible threshold of offline operation capability will enable most of the group buying websites to withdraw from the market.

From operation to profitability, there will be a longer pition interval. The financial capacity of the enterprise and the investor's demand for profit will determine that only a small number of group buying websites can persist to the end.

For the large number of small and medium-sized group buying websites, Chen Shousong believes that the introduction of external resources will become the key to deciding whether to survive or not. In addition to being acquired, a group buying platform with a certain operation basis and a lack of user base can adopt a mode of cooperation with large Internet platforms to reduce the cost of acquiring users and businesses.

Chen Shou stressed that for group buying websites, the most important resource for independent growth is mature offline operation capability, and the key factor behind the support is funding.

If there is no strong financial support for entrepreneurial websites, it is often difficult to stick to the end of the tug of war.

Therefore, the success of financing has become a necessary condition to decide whether the group buying website can survive independently.