Faced with the development miracle of Groupon, a storm of popularization of Group Buying 2.0 quickly broke out in China. According to statistics, more than 500 group buying websites popped up in just three months. Venture capital investors who have a keen sense of the market quickly “sniffed out” the business opportunities contained in group buying websites. Analysts believe that group buying, as an emerging e-commerce model, improves the bargaining power of users and merchants and maximizes the benefits of goods through consumers’ self-organized groups, professional group buying websites, and merchants organizing group purchases. With the rapid development of the Groupon website in the United States, it is natural that group buying has attracted the attention of consumers, industry manufacturers, and even the capital market due to its advantages such as low product prices, increased merchant influence, and obvious revenue scale effects. Therefore, a large number of venture capitalists went crazy to steal group buying websites, but most of the grassroots group buying network "heads" were not so lucky and still relied on their own strength to tenaciously maintain the operation of the website.
However, the disadvantage of the Groupon model is that user loyalty is low, and most buyers are attracted by discounts. Just imagine that these group buying giants, who have a lot of money and high-quality merchant resources, are going around to encircle the land. They are bound to have a strong impact on grassroots webmasters. Xin The user groups that have been cultivated so hard may be attracted overnight by the more favorable discounts offered by Meituan, Lashou, Kutuan, etc.
Localization case:
Joeyoung, the founder of Northwest's first group buying website (Yangling Group), which was launched in the first wave at the end of March, had anticipated this trend very early, so he started planning to open (Xi'an Group) in mid-April. But their approach was not Imitate other group buying websites, but completely "localize" from the website name to the domain name: Tuan029.com (029 is the Xi'an telephone area code). Joeyoung said: This benefit not only makes Xi'an citizens have a greater sense of belonging, but also compared to group buying, which is an impulse purchase attracted by discounts, we can also provide "group registration" services, such as: driving schools, postgraduate entrance examination classes, CET-4 and CET-6 , group registration for training courses, etc., because these are services with rigid demand. This also expands and innovates the groupon group buying concept model to a new level, because when we do group buying, we do not negotiate discounts with training institutions in advance, but let buyers join the group in the form of a "deposit". One-time group buying (long-term group buying), after the group is formed, representatives are selected from the buyers to discuss discounts with the training institution. Whoever has better quality and lower discounts will cooperate with him, so that buyers will have more trust. This model is called "Pure Buyers Alliance".
Social case:
Joeyoung, the webmaster of the Xi'an group who is more active in thinking, told reporters: "We are not worried about any group buying website coming to Xi'an to encircle the territory, because we have our own core competitiveness: 'Group buying encounters are our trump card'!" Although the other party did not give details. explanation, but from the website page and many conversations with the webmaster, the author still guessed something:
Xi'an Group currently has 6 or 7 member QQ groups. The author estimates that Xi'an Group has about 1,800 registered users. Discussions in the group are extremely active. After each group purchase is completed, group members will spontaneously initiate Weibo activities or organize QQ group activities. Buyers in groups go shopping together. The author also followed several spontaneous activities and found that most of these group members are freshly graduated college students, aged 21-28, living in the city center, with an annual income of 10,000 to 80,000, pursuing quality of life. Mainly women have online shopping habits and strong social needs. Every time you participate in an event, you will meet a large group of like-minded friends, and because there are so many people at one time, the merchants attach great importance to it, and you will feel like a VIP every time.
In fact, these spontaneous companionship activities are the result of the intentional guidance of the Xi'an group management staff. People often speculate on tomorrow's group purchase projects in the group, or provide suggestions for website development, and there are even competitions for attracting people to rebate. The author also deeply understood that the members of the Xi'an Youth League are extremely loyal to the website, which is much higher than the stickiness of other website users. No wonder the webmaster dares to use his "killer".
postscript:
After the interview, the author felt deeply. After polishing the article several times, I came to Xi'an Group again and found a very different approach. Maybe I am used to the "0" yuan or "-1" yuan free cards on group buying websites. The Xi'an group's approach is very eye-catching. "Mysterious card!" The slogan is also extremely sharp: "Folk version of If You Are the One!"
After careful study based on the "Group Buying Encounter" proposed by them, it turns out that this is the promotion strategy of "Group Buying Encounter·If You Are the One". Interested readers can search for "Group Buying Encounter" and take a guess. It is indeed very different.
Author joeyoung's personal space This article only represents the author's views and has nothing to do with the position of the webmaster.com.