After The Price War, Flash Buys Out The Tight Encirclement.

Recently, the US flash buying news of a company's huge financing has attracted much attention. It is reported that the current valuation of Fab website has increased by 150 million US dollars compared with the previous 1 billion US dollars.

When many people's enthusiasm for group buying continues to decline, flash buying suddenly becomes a new hot word. Limited time limit, the "flash shopping" that sells immediately, let a large number of "fans" punctually in front of the computer every day, waiting for the new product on-line, happy order.

There are no business opportunities here.

Following Dangdang's bid for vip.com, Sina micro-blog, which is not an e-commerce provider, has also launched a flash buying platform. Recently, customers announced that it was about to launch the APP - Flash purchase artifact. At the same time, APP STRORE involves flash buying applications.

At present, the booming flash shopping is an ideal way to break out for the electricity suppliers who have already been tired of killing each other.

After the price war, "flash purchase" broke out of tight encirclement.

Recently, the US flash buying website Fab.com has received much attention from Tencent and other companies. It is reported that the valuation of Fab website has increased by 150 million US dollars compared with the previous 1 billion US dollars, and Fab also plans to further raise the valuation by about US $250 million before the end of this round of financing.

The creative flash purchase website, which has been established for two years, has sold more than 14 million users and sold its products in the United States and more than 20 other countries. Its sales increased by nearly 300% from January 2012 to January 2013.

Many domestic electricity providers have turned their attention to this new mode. The creative flash shopping websites such as warm Island network, fun play network and excellent collection products are all active in a large number of fans and social platforms with distinctive characteristics, which is called the Chinese version Fab. In the past two years, the price war has already been exhausting large business electricity providers, such as Jingdong mall, Dangdang, fan and so on.

It is reported that Dangdang launched a flash sale of "tail products" in June 18th, more than 300. clothing The big 70 percent off full court concession made it a great win in the June business promotion season.

"Since May 2012, our sales have increased at a rate of 25% per month." A relevant person in charge of the warm Island Network said that the website currently has 400 thousand registered members, and 90% of the users will produce two orders, with very strong user stickiness.

According to the data from the interesting network, the sales performance of the website has reached 2000 per day, with sales increasing at 3 times a year, and sales reached 30 million last year.

Micro-blog, WeChat and social networking sites have become the main channels for promotion.

The predecessor of Fab is actually a homosexual dating website. After the transformation, it started to buy creative products, welcomed by consumers, and sold social functions online, which was successfully promoted.

"65% of the customers who first contacted the warm Island network were from social networking sites." Zhang Yan, director of the warm Island network.

For domestic electricity providers, the social platform represented by active micro-blog and WeChat is indeed a land worth reclaiming. It can accurately link its customers and save a lot of advertising costs.

Interesting play nets said, the website has 5%-10% traffic is from micro-blog, fun, ground air, buckle theme is fun play network official micro three characteristics, the content basically belongs to the original, mainly introduces the domestic and foreign about life, creative little knowledge, mostly concentrated in every night of nine, ten o'clock, it is micro-blog online crowd is more active time, the most common is group buying product promotion and promotion lottery.

"Our annual advertising fee does not exceed 200 thousand, far below the industry average." Interesting play nets related responsible person said.

The warm Island network also uses social networking sites as its main publicity platform, releasing its own products on social networking sites such as WeChat, micro-blog, beauty, mogujie.com, etc., or doing some online advertisements on websites such as independent music and photo sharing, and sending 100 selected products to registered members daily.

Creative products that satisfy minority interests need time.

Micro-blog on the otaku house, WeChat on the "social anxiety disorder" patients, the literary youth on the bean paste...... On social networking sites, a clearer analysis of the needs of customers can be made.

"Sell goods that you can't buy on Taobao." The creative product flashlight business is characterized by "creativity", precisely positioning its customers and launching the right products.

"Our customers are mainly 18-30 years old, and the most important group is 20-26 years old." The head of the warm Island Network said. Of these groups, 75% have bachelor degree or above, and 20% have overseas life experience.

Having good taste and quality, between the mass consumers and the small luxury consumers, is the common feature of most creative flashlight consumers.

There are six categories of products, including home furnishing, decoration, kitchen bath, office, leisure and fashion, which are vertically divided into more than 100 categories. Designer The original works. We should enlarge the category and reduce the quantity of each category. In the process of selecting goods, we should pay more attention to the difference and more practical.

"Now the Chinese will pay for a funny digital product, but they may not buy a 3000 yuan cup, though its design is very good. Such creative products should wait at least three to five years before they can be noticed, appreciated and accepted by the public. Interesting play nets CEO weekly product analysis. Because of the interest of small audiences, interest groups are still developing the consumer groups who are willing to pay for the creativity. Therefore, the website needs the most time at present.

Will flash shopping encounter nightmares of group buying?

"Nowadays, the electricity suppliers get together to do flash shopping, which is very similar to the situation that a large number of group buying websites appeared. One industry insider pointed out. If the time goes back to one or two years ago, the popularity of group buying industry is no less than the current flash buying. According to the data, by June 2011, there were more than 5300 group buying websites in China, ranking first in the world in just two years. But now, apart from a few data from the US group network and Wo Wo Group's shopping mall, the group buying industry is extremely cold.

Flash purchase is a mode of sale of real time limited items, usually in order to clean up a small amount of stock. China's flash shopping website has a huge amount of goods, and often a flash is a month, which is not a real flash shopping. Zhang Yan, director of the warm Island network.

The reporter has learned that Fab usually sells a product for 7 days, and the quantity of each product is not large enough to maintain between 10-30. While China's flash shopping websites are uneven, some will indicate time, while others will buy "flash" indefinitely, while for some of the products, some are around 100, while others are mostly thousands.

"From definition, there are some differences between flash buying and group buying. In fact, the domestic group buying mode is the same as the flash purchase mode, which is a special time sale, but the goods sold are different. One industry insider said.

The loneliness of the group buying industry comes from the "scandals" caused by the "low price" mode, such as short weight and small amount of goods, driving up the original price, exaggerating the discount, the number of fake group buying, and so on, which seriously affect the customer experience. Similarly, flash buying, which is also known for its "low price", may be faced with the same problem as group buying.