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Group Buying Network: From Infinite Scenery To "Cold Winter"

2011/10/3 8:33:00 34

Chinese group buying

market

After the rapid development, it will usher in the accelerated differentiation stage. The era of group buying by digging up people's crazy expansion has passed, and the industry has reached the profitability of competition.

Internet

The ups and down of the world often develop at your unexpected speed.

The website of the group buying website has been vividly illustrated in the past year.

According to the latest data, the total sales volume of the group buying market in China reached 1 billion 250 million yuan in August, and the number of group opening in the 73 thousand and 100 phase also reached a record high.

The competition pattern of group buying market is becoming clearer. The number of group buying websites that sell over 100 million in the month increased to 7, while the number of local small websites collapsed exceeded 300.

According to the insiders, the overall explosion growth and the steady development of large websites not only recovered the market gap brought by the large number of small group buying websites but also promoted the whole industry to develop in depth, and played a significant role in controlling the atmosphere of the group buying industry.

Some people say that group buying is the craziest venture and financing in China's Internet industry.

industry

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Data show that in March last year, the first batch of group buying websites such as handshake and group Bao were set up in China. According to incomplete statistics, as of August this year, there were more than 5500 group buying enterprises.

The handshake net, Wo Wo Group, and the public comment network have announced billions of dollars in financing plans, and announced that millions of dollars in group buying websites are numerous.

As the originator of group buying, Groupon was valued at US $1 billion 350 million in the 18 months of the establishment of the United States, while the valuation of the handover network was up to $1 billion 100 million when it was set up for 13 months. At the beginning of the year, the advertising budget announced by the major group buying websites was also masterpiece, and the group network was topped by 550 million yuan.

However, with the development of supersonic development, the whole industry is becoming more and more serious.

On the one hand, some irresponsible businesses attract consumers' eyeballs with "low price", exaggerate the products, and eventually lead to disputes in the consumption process. On the other hand, the group buying websites frequently encounter doubts about profitability in the course of horse racing, and less than 10% gross profit has been a bottleneck in the development of the industry.

It has been revealed that some websites have even reduced their percentage to only 2% to 3%.

In addition, some websites are too dependent on capital, the speed and scale of development do not follow the law of business, the product and service are highly identical, causing severe homogenization competition.

Someone exclaimed that the group buying winter has arrived.

Wang Huiwen, vice president of the US group network, said: "the bubble of group buying is almost as big as that of the ozone layer. This winter will come soon."

Not long ago, the news of massive layoffs came from Gao Peng network, and the abolition of 13 local sub stations in China was abolished as a whole.

This is also seen as "cold winter".

Insiders pointed out that the overall contraction of group buying industry is hidden behind the financial difficulties and management crisis.

While the industry is being questioned collectively by the public, it is also necessary to see the positive role of industry shuffling.

The continued competition between large group buying websites helps to ensure the gradual improvement of customer service quality, and the group buying industry will be more purified and standardized in competition.

According to Analysys International Research, the group buying market of China has entered the period of rapid development in 2011 after its exploration and development in 2010.

After the rapid development, the industry will accelerate the differentiation stage. It is expected that 2012 will gradually enter the mature stage.

Growth has to go through labor pains, and some people predict that there will be only two or three remaining national group buying websites.

In any case, after a period of clamour and madness, the long-term business must return to reason.

Low price is not the only chip to attract attention. More consumers want to buy cost-effective services and products.

And bid farewell to the past development mode of taking market share at the expense of burning money, seeking differentiation and practicing hard work has become an inevitable choice.

As Feng Xiaohai CEO said, the era of group buying by digging sites and expanding people has already passed, and the industry has reached the profitability of competition.