Group Buying Matthew Effect Exacerbated Spanformation Needs To Be Tested

"99% group buying website It's all about death. "Li Kaifu's original alarmist voice now sounds more and more like" prophecy comes true. " According to the third party group buying navigation website group 800, the latest issue of November 2011 Chinese group buying. market Statistics report shows that in November, the total turnover of the national group buying market was about 1 billion 450 million yuan, up nearly 20% from the previous month. Among them, there are 3 group buying websites. Sale All of them exceeded 200 million, accounting for nearly half of the total sales of the country. The Matthew effect of "the weaker the stronger the stronger" is more obvious. In this context, the major group buying websites are also seeking to find a way out, hugs, coupons, and shopping malls. There are many.

Matthew effect intensifies

Group 800 data show that group sales volume reached 1 billion 450 million in November. Some of the websites have entered the "200 million club" steadily, and the market concentration has been further improved, and the Matthew effect has been strengthened. Within six months, 1/3 of group buying websites were closed.

"This trend is hard to change at the moment." Group buying expert Hu Chen analysis said, at present, the market coverage, market size and brand reputation of Wo Wo, handshake and the US group are difficult to reach in the short term of general group buying network.

The Analysys think tank also believes that the market concentration of group buying will further intensify. Recently, it released a group buying industry forecast report shows that in 2012 the Chinese group buying market spanaction scale growth will be greatly slowed down. The market structure will be further centralised, and the number of independent group buying websites will drop to less than 100.

Group buying network "deformation" to find a way out

In this context, the major group buying websites are also looking for a way out, hugs, coupons, shopping malls... There are many.

"Business coupons", "booking hotels", "bidding auction", "help to bargain"...... Open group buying website, you will find that group buying network is less and less like "group buying". Apart from the traditional "group buying" business, the group buying after "deformation" has produced many new businesses.

As a matter of fact, as early as last October, Wo Wo Group indicated that it was necessary to build "Wo Wo mall", and the trend of "Shangcheng" was obvious. Recently, domestic group buying "leader" hand in hand quietly launched "coupon" business. In addition, many group buying websites also used the way of "holding together" to spend the winter. At the end of last month, the number of group buying networks, such as the US group, the Gao Peng and the full seat group, entered the "Juhuasuan".

In this regard, Hu Chen said that the current domestic group buying website gross margin of only 10% of the current situation will not change. In the early days, in order to seize the market, the group buying website personnel had invested too much. Prior to the venture capital support, now venture capital exit funds are gradually tight, and can only increase gross margins through expanding other businesses. Similar to the mall, coupons are the way to make use of the existing traffic and channels of group buying, and can earn more money, why not? "Group buying itself should be diversified development, single group buying is easy to have problems."

But he also warned that the success of the above changes remains to be tested by the market. "Like coupons, it's based on the attractiveness of coupons to the attractiveness of customers." but not everyone who wants to buy a group is willing to buy coupons online to buy it again.