Hundred "Regiment" War Brewing Shuffle

The original price of 60 yuan a movie ticket 3D, on group buying website only sell 16 yuan; the original price of 538 yuan L'OREAL perm ticket, group purchase price is only 98 yuan......

As a popular Internet business innovation mode, group buying is inexpensive.

According to the latest data released by AI consulting, the total number of Chinese group buying websites is nearly 26 million 970 thousand, and the total number of monthly visits is 2 billion 80 million times. A large number of Internet users are developing the habit of group buying.

1. group buying website

Since entering China last year, the group buying website seems to have entered the white hot competition without preheating.

At the end of last year, China's group buying website was about more than 1800, and now it has developed to more than 5000, which is less than a year and a half away from the concept of group buying network in China, Gao Xinmin, vice chairman of the Chinese Internet, told reporters at the China Internet conference.

On average, there are 5.7 group buying websites in China every day.

To expand

From the "1000 regiment" war to the hundred "regiment" war, group buying websites live in the chaos of clusters, and solve the breakout in the rounds of expansion wars, endorsement wars, capital wars and talent wars.

Qin Sheng, chief executive officer of Shengtuo media, said that as the US Groupon entered the Chinese market in 2011, the Chinese group buying website started a war of burning money. The intervention of capital made the big group buying websites start to craze "horse race enclosure", and the next competition would be more intense. The survival of the fittest among the nationwide comprehensive group buying websites would be more cruel, and the small websites would be difficult to continue.

2. can group buying be cheap and fine?

Group buying

Since joining the group purchase, the restaurant near West Lake is overcrowded every day.

However, what the restaurant owner did not expect was that old customers would not come to spend, nor would new customers become "repeat customers".

Although the low price has brought popularity, it has hurt the "vitality" of the restaurant.

It can be seen that group buying is a double-edged sword, making good use of egoism and damaging the body.

Popularity is not equal to good business. Group buying can also be a sharp sword for hurting businesses.

Nowadays, the call for improving the standard of group buying website service is rising one after another. When paying attention to whether the commodity is "cheap", they are also more and more concerned about whether the commodity is also "material beauty".

It is the general trend of group buying website to provide consumers with "cheap and good quality" products and establish a unified standard of integrity service.

Wu Bo, chief executive officer of the handshake net, said that in essence, group buying is a new form of e-commerce. If we want to go in the long run, the core is integrity and service.

Enterprises that violate these two principles will not survive for a long time.

CCTV's "3. 15 action" column this year revealed that some group buying websites did not examine the qualifications of merchants, and the false appearance of group buying resulted in the illusion of group buying. After that, the outside world questioned the group buying website more and more. China's online group buying was pushed to the crossroads, and a large number of service oriented group buying websites were faced with credit crisis.

3. group buying how to break free from chaos

After over a year of speeding development, the shuffle of group buying websites will be inevitable.

Group buying websites that have been active in local markets are now struggling, or acquired, or gradually fading out of the market.

Some small and medium sized group buying websites that lack operating capital and resources will be bought or closed.

According to the reporter's understanding, some group buying websites have gradually stepped away from the fierce battle and got rid of blind fanaticism and stepped into meticulous operation: when they pull hands and businesses to discuss cooperation, they resolutely resist excessive low price strategy and avoid the phenomenon of service damage due to low prices; the US group increases investment in technology and data mining, builds up a system based on accumulating consumer data and business data; launched a "unsatisfied refund" service initiative, and first initiated a "million deposit guarantee fund" with the China Consumer Association.

According to the analysis of the insiders, the launch of these measures indicates that the Chinese group buying industry has begun to enter the new stage of service led gradually from extensive management.

Group buying industry in Europe and the United States, the proportion of each business accounted for 30% to 50%, but due to vicious competition, China's group buying industry profits fell rapidly.

It is understood that the gross profit of group buying website has dropped from 15%-18% at the end of last year to about 5% now.

"In the second half of next year, the gross profit margin of group buying website is expected to return to around 20%."

Xu Maodong, chief executive officer of Wo Wo network.

By then, the most radical and crazy battle in the history of Chinese Internet is expected to disperse.

And only in the long run can we achieve the win-win interests of the three parties, such as users, merchants and group buying websites, which is the king's way to promote the healthy development of the group buying market.