Group Buying Nuggets Huge Potential Market Segmentation Is Important.

< p > > the world's < a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > a href= "http://www.91se91.com/" target= "http://www.91se91.com/".

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< p > with the development of mobile Internet and the popularity of terminal applications, the growth bottleneck of online group buying users has been gradually broken down, and the monthly turnover scale of group buying industry has also been innovating repeatedly.

Recently, the group buying navigation website group 800 released the May 2014 China group buying market statistics report shows that group buying industry monthly turnover exceeded 5 billion, user purchase times reached a record high. At the same time, the three or four line city is becoming the main force of group buying.

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< p > however, in the highly competitive group buying market, the group buying network is few and large, together with the merger and acquisition of the Internet giant, the group buying industry is facing a deep shuffle, and the "horse state effect" appears. At the same time, the homogenization and unfair competition in the group buying market have always existed. Therefore, it is imminent to explore the future direction of the group buying industry.

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< p > < strong > the number of users of group buying in China has reached a record high, and the three or four line cities have become new blue ocean < /strong > < /p >

The development of group buying industry has made a breakthrough again in P.

According to the data released by group buying navigation website group 800, in May this year, the monthly turnover of group buying industry exceeded the 5 billion mark for the first time, reaching 5 billion 460 million yuan, an increase of 12.8%, an increase of 1.2 times compared with the same period last year.

At the same time, the total number of subscribers has reached 88 million 289 thousand, an increase of 19.6%, an increase of 93.2% over the previous year and a record high.

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< p > it is worth noting that since August 2012, the monthly purchase of group buying has been hovering between 40 million and 50 million.

In 2014, the growth bottleneck of online group buying users was gradually broken. In January this year, the number of users increased to 66 million 61 thousand. In recent months, the number of monthly user purchases increased by 22 million 228 thousand, almost half of the total monthly purchases a month ago.

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< p > industry experts point out that the growth of group buying monthly purchases reflects the upgrading of the overall influence of group buying industry.

Since the beginning of this year, the group buying industry has gone all the way, making online shopping more convenient and permeable, and this is mainly due to the development of mobile Internet, the popularization of intelligent terminals and the growing application of mobile terminals.

At the same time, the maturity of e-commerce market and the development of information consumption have changed the shopping habits of netizens. "Consumption on fingertips" has become a fashion of life.

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< p > with the further development of group buying industry, the group buying market of the first tier and second tier cities is becoming saturated and the growth tends to be stable. The three or four line cities are becoming the new blue sea for group buying websites.

According to the statistics of group 800, the three or four cities in May accounted for 57.6% of the total turnover, of which three line cities took the absolute advantage of 34.9% of the market share in all tier cities. Fortunately, the turnover of 4 three cities in Zhengzhou, Shenyang, Xiamen and Suzhou in May exceeded 100 million yuan. This shows that three cities have become the backbone of group buying development.

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< p > for this, the group 800 data analyst fan Kang analysis, three line city users are under the influence of the new consumption concept brought by Internet popularization, it is a "sandwich layer" with relatively low economic income, so they are more sensitive to the product website with "super value discount".

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< p > group buying industry shows oligopoly pattern, Matthew effect highlights < /p >.

The group buying industry has gone through the development of "1000 regiment big station" to "100 regiment war". Now, there are only more than 5000 group buying websites left over more than 200 years ago. In fact, there are only a few group buying websites that are more active than the US group, public comment, glutinous rice net (now Baidu Nuomi), pull hand net, Wo Wo Group, and so on. The group buying websites are only more than 200.

Many small and medium-sized group buying websites are hard to compete with, and even can not bear the pressure of competition. They have opted out of the market.

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< p > with the BAT three giants investing in group buying websites, the group buying market will enter the era of "spoil the father". The whole industry basically presents a new pattern of oligopoly.

This year is undoubtedly the final reshuffle of group buying industry. Group buying websites have gone through the integration or financing with the Internet giants. In February, the public comment was invested by Tencent in the form of $500 million strategic investment, and Tencent accounted for 20% of the shares. In May 15th, the US group completed nearly $300 million in C round of financing; in May 21st, Wo Wo Group announced that it had received 50 million dollars from the former shareholder group.

After this round of deep shuffle, the Matthew effect of group buying will be further intensified, and the competition will be more intense.

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< p > according to the statistics of group 800, in 2013, the top five a href= "http://www.91se91.com/news/index_f.asp" > group buying "/a" website accounted for 95.7% of the total turnover. Among them, the top two group and the public commented that the overall market share in May accounted for more than 3/4, reaching 75.1%, which was the first camp in the large group buying website; while the second echelon of glutinous rice group, Wo Wo Group, handshake net and so on, the monthly turnover amounted to 3-4 billion yuan.

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< p > industry experts analysis shows that the development of the overall scale of group buying industry has become a force that can not be ignored by the whole Internet. The top ranking group buying websites basically have the possibility of independent listing.

At the beginning of the year, there was a news group to be listed in the United States during the year. Recently, it was also reported that public comment was starting to prepare for listing with many banks. It is already a hot topic in the industry about the "who will be the first to be listed" among them. Both have reached the scale of listing. No doubt the first listed company will seize more opportunities for market development.

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< p > < strong > localization and differentiation are directions < /strong > /p >

< p > Yes, the group buying industry is very popular with the Internet giants. According to the data, its development trend is also good for "money scene".

However, the group buying industry is also facing many problems.

According to the data monitoring report of China's online group buying market in 2013, as of the end of 2013, there were 6246 group buying websites, 870 of which are still in operation, and the number of closed group buying sites has reached 5376, and the rate of closure has reached 86%.

Why are these small and medium-sized group buying websites eliminated in the highly competitive group buying industry? < /p >

< p > on the one hand, group buying market entry threshold is low, resulting in group buying market participants such as clouds, also intensified competition in the industry, so in the process of "tide over the sand", "survival of the fittest" becomes inevitable.

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< p > on the other hand, homogenization has become a serious constraint on development.

Group buying enterprises are keen on price war in the process of competition, but ignore product innovation and follow up services. The single group buying mode makes it difficult for them to keep pace with market development.

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< p > besides, the unfair competition in the group buying market, such as corner picking, brush up, blackmail and fraud, has always existed. The refund and after-sale services are always the pain points of group buying users. Fraudulent fraud, Overlord clauses and theft of accounts have been repeatedly criticized.

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< p > then, in the group buying industry that the Internet giants are scrambling to rush ahead, where is the way for the group buying enterprises to develop for a long time? Mining and maintaining the source of customers is a great article.

Such as Tencent and Taobao have a large number of customer resource base, group buying website uses original customer resources to develop group buying business, forming group buying network customer resources.

At the same time, in the segmentation market, gradually cultivate their customers, forming key resources, such as jumei.com focus on women's brand cosmetics and skin care products, has become China's largest female group buying network.

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The core of P is to follow the path of differentiation and refinement, focus on vertical segmentation, and make fine localization in localization service.

Taking the US group as an example, its success lies in its in-depth development in the field of subdivision. It expands the overall business line through the movie tickets group buying, hotel group buying and KTV group buying. To look at the public comment, the nugget lies in the integrated marketing closed loop of merchants, which integrates business reviews, group buying, coupons, online ordering services and so on to provide an integrated package marketing service for merchants.

There is no doubt that the localization service of O2O is a new market growth point. Regional subgroup buying will enable some enterprises focusing on local services to have < a href= "http://www.91se91.com/news/index_s.asp" > market < /a >.

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