Marketing Of Group Buying

Recently, the United States Group buying After successfully entering the 35 countries, website Groupon resolutely entered the Chinese market. It will compete fiercely with China's more than 1700 group buying websites. From the "hundred regiments war" to the "1000 regiment war", the online group buying in China's market is becoming more and more intense.

In fact, group buying is not a new term. It first appeared in the form of collective purchase, and later developed into a kind of joint consumption behavior between people who knew and had no acquaintance and had the same demand for consumption. The basic principle of this group was large quantity and excellent price. With the changes in the Internet age, the new group buying method, which was launched in 2010, is changing the way people consume. For enterprises, the new marketing mode of the Internet will bring more opportunities and challenges, and create more room for the improvement of its brand image. value 。

Communication is the absolute principle.

Busy group buying consumption It brings one after another, a feast of eyes and ears, so that everyone can "give generously" in a "discount" temptation. This kind of lively and continuous attention has caused many enterprises to rush ahead with the marketing mode of online group buying. Group buying brings benefits to consumers, what does it bring to enterprises? First is not profit. Of course, it is impossible for a business to make no profit, but it is only a little less than that of retailing. The biggest value of group buying to enterprises is not profit, but communication.

The huge group buying force is actually a natural broad market. The value of group buying network itself is the most valuable publicity platform for enterprises. Enterprises can buy consumers' attention and buy their products at lower cost through group buying network. They not only sell goods and earn money, but also speed up their popularity with the fastest speed, which is undoubtedly the most cost-effective and most convenient advertising campaign compared with the huge advertising cost.

Therefore, network group buying is the most important thing for an enterprise to communicate.

Grasp the psychology of "regiment army"

For the main consumer groups of online group buying, after 80 and 90, online group buying is not only a fashion, but also a synonym for material benefits.

The real reason why people like group buying is actually a kind of consumption psychology that "makes fun and takes advantage of money". Of course, consumers do get real benefits from online group buying. Nearly 100 yuan of movie tickets can be bought by dozens of yuan or even more than ten yuan after group buying. At the same time, snacks and drinks are also added. As a result, more and more consumers are attracted by the "affordable" charm of group buying.

Although it is undeniable that online group buying also disturb our consumption behavior to a certain extent. Some people do not even need to buy this product, but because it is cheap, but when we find this cheap, we find that the merchandise is not what we need. Some irregular group buying nets can even deceive consumers. But generally speaking, we still recognize the benefits brought by online group buying.

In the eyes of consumers, it is a happy thing to buy products with high quality and low price through regular group buying network. This is a psychological satisfaction and consumption experience after getting real benefits. Enterprises should have an insight into the mindset of consumption, constantly excavate and amplify the happy experience of consumers, and let their brands and products enjoy fame and gain in a pleasant consumption experience.

Brand building under the tide of group buying

How can enterprises do product marketing in the fashion of group buying and establish good brand reputation?

1. let the products be re queued.

"Group buying" is not only to package consumers into a whole, but also to package their products and form different product matrixes. Similar to China Mobile (quotes, information, reviews) of various packages, for different groups of people to product segmentation and services. China Mobile's "global communication", "Shenzhou line" and "dynamic zone" are the three major service brands for different groups. According to the different consumption needs and different consumption characteristics of the "regiment army", the enterprises make targeted plans to develop multiple group buying packages, so that the results of online group buying are more significant.

2. Kung Fu is outside the regiment.

Whether it is a network or a physical store, consumers also attach importance to their services, especially the Internet, in addition to the price and quality of goods. The store also said that consumers are dissatisfied and can directly come to the house for discussion. They have run away with monks and temples. The online shops are much more troubled, and the loyalty of group buying users is relatively poor. Once the service is in trouble, it will be a fatal blow to the reputation and brand image of the enterprise. Therefore, if enterprises want to succeed in buying the trend of online group buying, they must work outside the regiment, maintain good corporate reputation, and do well in pre-sale and after sale services.

3. innovation consciousness

In 2011, marketing will enter a new stage of development. There will be fresh messages at any moment for the rapidly changing world of the Internet. When launching online group buying, enterprises must always have fresh innovation ability. In view of the characteristics of the Internet, enterprises should focus on hot topics at any time, take advantage of the topic, and maximize the attention of the public through various methods; because for the network, with concern, they have the market.

When launching online group buying, enterprises should always have the sense of innovation and ability to continuously improve the added value of products, so that your products will continue to be concerned. Some large companies already have a certain reputation can actually do their own group buying websites, which not only saves the middle complexity of agents, but also increases the trust and loyalty of consumers.

Group buying is not a low profile.

Group buying seems awkward for some high-end brands. Top brands think group buying is a "discount". Is it not a very cheap thing to discount famous brands? In fact, the key to this problem is how to treat group buying. At the beginning, we have stressed that the real value of group buying at present is communication. It is a very good publicity platform. For high-end brands, this is a great opportunity to sink to the two or three tier cities.

Top brands lack popularity rather than popularity. Online group buying is a popular network marketing mode. It not only saves the huge cost of high-end brands entering the two or three line cities in the form of physical stores, but also expands the sales market.

In the past 2010, it was undoubtedly the year when group buying websites rose and exploded. Group buying in 2011 will be displayed in a more rich form. We hope that enterprises can seize opportunities and create more marketing results.