Abstract: When the Internet shopping is raging, the O2O model, which is dominated by offline services, is almost “destroyed†in the traditional sense. However, this was expected. Wu Bo, the founder of Handan.com and Feng Xiaohai, the founder of Manza.com, said that when the group buying business was the hottest, he once said that the commodity-based group buying model would not be long-term. The core model of group buying should be Integration of service resources under the line and online.
Recently, it has been reported that with the merger of the US group reviews, the requirements for group buying merchants have become more "harsh", and merchants in the wedding, catering, massage, pedicure, KTV, nail, haircut, club, fitness and other industries have been beautiful. The group's comments require payment of a fee ranging from 5,000 yuan to 20,000 yuan per year. Some industries also need to bundle thousands of merchants and promotion fees. In addition, the US group commented that the proportion of group purchases in the above-mentioned industries increased from 1%-6% before the merger to 10%-15%, and some of the original group purchases were 12%-15%. Increased to 15%-18%.
In response, the US Mission responded that it was “normal business adjustments made after integrating the user's consumption experience and habits, merchants' rights, and industry norms.†“For the individual sales, the “compulsory charges, otherwise the shelves are removedâ€, It has always been the resolutely put an end to the comments of the US mass public, and there is no such thing as a shelf fee."
A US insider said to Tencent Technology: "For the US group, the group purchase will become the norm. The offline user cooperation accumulated in the group purchase will be translated to the US group take-out, cat-eye movies and other O2O. In the sub-brand."
This means that the last heavyweight player in the group buying industry will gradually give up this field.
Go to group purchase acceleration
The story of group buying began in the spring of 2010. In just a few years, the group purchase experienced a series of roller coaster developments such as capital darling, thousand group battles, IPO entanglement, capital winter, layoffs, and mobile rise. This industry has also increased from the original single independent group buying website to the group buying channel in the e-commerce website and even the multi-format group trading platform and other coexistence.
By the time of 2015, the group buying industry began to transform to the O2O concept. The spring breeze of O2O has blown to many sub-sectors including food and beverage outlets, movies and hotels. Especially in the catering industry, the subdivided products in the catering sector such as Baidu take-out and hungry have caused a strong impact on the original group buying model.
The transformation is imperative. In 2015, the group's website, such as the US group and the glutinous rice, announced a high-profile transformation. The main idea is to buy. According to reports, the so-called group purchase is not completely abandoning the group purchase business, but the group purchase model gradually retired as one of the local living service consumption models, upgrading the original business to a comprehensive O2O service provider.
In April last year, the public comment was officially launched on the flashing function. This way of more in line with the offline consumption scene was even commented on the height of the company's strategy. The commentary wanted to use it to subvert the group purchase.
Facts have proved that Flash is indeed more in line with the store consumption than the group purchase. Just four months after the launch of Shee Hui, She Hui helped us to score 33 cities in the country and became the market share, and the number of flash transactions in multiple cities exceeded the group purchase.
Wang Xing, the CEO of the US group, put forward the "T strategy" many years ago, that is, the group purchase as a horizontal line, and vertical entry into the sub-sectors including movies, hotel tourism, and take-out.
Among them, the US group's adjustment of the entire organizational structure in July last year (including the establishment of take-away distribution and hotel tourism business group, to the store business group, the establishment of a wholly-owned subsidiary Cat Eye Culture Media Co., Ltd.) is regarded as an important part of the development of group purchase. Turning point. The practice of the US group entering the hotel business is based on reservations, and the take-away business is not a shadow of group purchases.
For Baidu's O2O business, group buying is only one of them, in addition to store payment, stored value cards, vouchers and other products.
Taking the catering industry as an example, in addition to bringing a large number of users to merchants, Baidu glutinous rice also provides merchants with online services such as online booking, queuing, ordering, and take-out, vouchers, stored value cards, credit payment and other financial services. Supply chain, employee recruitment management and other business operations, and provide a series of combination punches for online and offline members CRM management, big data personalized marketing services, and technical O2O for merchants.
Demi also released the “Member+†mechanism to accelerate the purchase of O2O business, and tried to share customer information with merchants, help merchants to establish their own online membership system, cultivate loyal users, and achieve a mutually beneficial and win-win situation for merchants and platforms.
In fact, the group buying market has shifted from the madness many years ago to a more rational stage. For consumers, in addition to value the price advantage, they will hope to meet their own needs through multiple functions of the platform.
Surplus value of group purchase
As a product of the PC Internet era, group buying is welcoming the evening in the mobile Internet market environment. The actions of various platforms to buy and sell are appearances, and the real reason is actually the many drawbacks of group buying.
Group buying is one of the most important reasons for the group buying industry to break the game. "Businesses actually hate more than love for group buying." Zhang Tao, the founder of Public Comment, once thought so. Group buying is very harmful to business brands, and over time, merchants will become more and more hateful for group purchases. Buying group coupons is usually for consumers who go through complicated processes for cheap, which is not sticky for merchants. And long-term development.
Outside the riverside city is a business that participated in the flash function in the early days. Its general manager Meng Hongbo said that the whole fish outside the riverside city is already a well-known brand. Every time the peak of the meal is served, the customers inside and outside the store are ranked customers. If the group purchase service is provided outside the riverside city, it is bound to bring these original prices. The group has led the group buying crowd and damaged the brand profit. Similarly, this is one of the reasons why Haidilao has never been a group purchase.
Fu Haibo, deputy general manager of Baidu Demi, believes that during the group purchase period, everyone is making explosions, special dishes, and packages. All services are customized. On the one hand, the platform operation efficiency is low, and on the other hand, the long-term interests of merchants will be damaged.
With the emergence of new ways such as store payment, stored value cards, and vouchers, these forms can help users achieve full-time consumption. The stored value card can help the platform to accumulate members and precipitate brands. And these are the things that businesses value more.
The data of Baidu glutinous rice also proves the correctness of the direction of group purchase. The person in charge told Tencent Technology that its data shows that the amount of payment paid by users to “pay for the store†is growing rapidly, and the growth rate of stored-value card payment is also very good, while the amount of payment for group purchases and vouchers is declining.
However, although the group purchase has basically ended, it is undoubted that for new merchants and low-frequency merchants, group purchase is still a good way to attract more users.
Baidu glutinous rice still believes that group purchases will still occupy a small proportion of certain industries or categories. The person in charge told Tencent Technology that, overall, group purchases will mainly be used as a new way to do some promotional activities, such as new product recommendation and brand promotion, to attract users and become a special tool for merchants to attract customers. , with other products and services to form an O2O combination punch.
A few years ago, the speed of the development of the group buying industry was staggering, showing the momentum that no industry has ever had. However, as the impact of other industries in the industry and the concept of rational consumption of users emerged, the “big limit†of group buying business began to become clearer.
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