As mentioned in the author's last article "The Hundred Regiment War Enters Incandescent and All Military Services Are Debuted", with the emergence of a large number of various group buying websites this year, the second half of 2010 will be the most intense competition among group buying websites. It is also the most critical period for survival and development. The outcome is either that you can still live well in the end, or you are eliminated and ruthlessly abandoned by the Internet. At present, some group buying websites have begun to "exhaust their physical strength" and fall in this war without gunpowder. On the battlefield.
The author believes that the biggest weakness of group buying websites is the lack of sufficient user stickiness. As a user, you can choose to spend money on any group buying website. Today you can buy a steak on Meituan. Tomorrow you can also buy a 6-hour yoga learning card on the group organization website. The day after tomorrow, you may go to QQ Group Buying. Eating ice cream, the lack of regular users may be the trigger for the ultimate failure of some group buying websites.
Here, the author makes three suggestions for group buying websites to increase user stickiness. If you say it well, please applaud, if you say it badly, please criticize me. I am happy to accept correct and meaningful criticism.
Create a community forum online
On the Internet, forums are a good thing. Although some people don't like them, this has not hindered the development of forums in China. Despite strict special registration, there are still a large number of forums existing.
For group buying websites, forums are a good thing to stick with users. In terms of forum settings, you can try to focus on local basic necessities, because netizens who like to visit group buying websites also pay a lot of attention to this aspect. They I like to look for discounts, discounts, and free stuff, and I never tire of it. Group-buying.com provides a platform for publishing discount information for free, which can attract both merchants and consumers, and 30% of the merchants attracted can become customers of group-buying.com.
Who are the customers of Group Buying Network? Where does the profit come from? Consumer? No, consumers should be the recipients of profits, and profits should come from businesses. As a group buying website, the selling point of attracting merchants to cooperate is that you have many potential consumers online, and where are the consumers? Right in your community forum.
Therefore, doing a good job in community forums is the first step for the healthy development of group buying websites.
Create a review center online
Chinese people like to comment, just like they like to use various documents to prove something or someone. Dianping.com should be familiar to you. The most familiar ones are Dianping.com, Car Dianping.com, Hotel Dianping.com, IDC Dianping.com, etc.
With the group buying website of the review center, consumers can comment on each purchase. Only in this way can the group buying process be considered complete, just like after shopping on the Taobao website, mutual reviews are required. After the mutual reviews, the entire transaction is completed. Complete, but there are no comments from merchants to consumers. At the same time, the reviews here are also an indirect supervision of the service quality of merchants. Group buying websites have always been criticized for only collecting money and not caring about the service quality of merchants, and may even become the second trigger for the failure of group buying websites.
Comments are the beginning of establishing word-of-mouth. For merchants, good comments are the establishment of word-of-mouth. For group buying websites, a complete comment system is the establishment of brand for group buying websites. What most group buying websites lack is brand.
Therefore, building a review center is the first step in building the brand of a group buying website.
Establish offline service center
Offline service center? That’s right, Groupon.com has physical stores in cities. Establishing a physical service center in every city where group buying business is carried out is the final stage of the development of group buying websites and a key step for group buying websites to change from quantitative to qualitative changes.
With the group buying network of physical stores in the city, you can do more group buying business. In addition to group buying food, you can also group buy furniture, group buy cars, and group buy houses in physical stores. Anything you can think of can be group bought here. And if it were online, would you dare to buy a car in a group? Do you dare to buy a house in a group? Do you dare to put those hundreds of thousands into other people's websites or Alipay casually? Obviously not, because Chinese people are afraid of being fished by phishing websites.
In physical service centers, consumers can also make on-site complaints, which may be more effective than leaving messages online. In short, establishing a physical service center is a goal of the development of group buying websites, and it is also a concentrated expression of maximizing the brand of group buying websites. Just imagine whether the comprehensive credibility and economic strength of a group buying website that can establish physical stores in every city will make it better. Are people relieved? The answer is obvious.
The above three suggestions are mainly from the perspective of the group buying website service system. In fact, there are some new models that can be explored in terms of business. For example, you can use the pre-deposit consumption method, deposit 100 to get 20 yuan, or deposit 200 to get 50 yuan, etc. However, the premise is that the group buying website can afford to deliver and compensate. Don’t be unable to redeem the products after the products are sold out, which is fooling consumers. Alternatively, consumers can initiate a group buying project on their own, and after the number of applicants reaches a certain number, the group buying network will come forward to communicate with the merchants. As for the discount, it depends on the eloquence level of the group buying network salesperson. If the discount is lower than the consumption If the buyer is unwilling, then this group purchase will be considered a failure. In short, both parties should abide by the principles of free buying and selling, equality and voluntariness.
Finally, what I want to say is that a group buying website that is willing and strives to save every penny for consumers will definitely become the best group buying website and will triumph in the battle of hundreds of groups. (Text/Wang Weiming)
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