In the past six months, various media have reported overwhelmingly on the Groupon model of group-buying websites, and many Internet companies or media in China have switched to group-buying websites. This reminds me of the brand promotion platform Trial.com that also attracted attention and was hyped in 2006.
January 2006. China's first trial network was established. It received investment from IDG-VC, a well-known American venture capital company, only 68 days after its launch. At the end of 2006, it received another capital injection from the famous domestic mobile commerce service provider Yimeisoft to expand its development. In just one year, it has quickly accumulated more than 3 million loyal members. Since its establishment, the trial network has been attracting attention from all walks of life, including CCTV Economic Channel's "Fortune Story Club", "Global 360", "First Time" and other columns for in-depth coverage, and won the 2007 Top Ten Most Innovative New Media Leaders Award.
Four years later, with the rise of group buying websites, people have gradually forgotten the former halo of trial websites. Compared with the current popularity of group buying websites, the popularity and attention of trial websites are indeed embarrassing.
Then we are thinking about, under the light of group buying network, where is the way out for trial network, how can they make differentiation and share merchant and user resources with group buying network. To answer this question, we must first analyze the respective values of group buying websites and trial websites, that is, what is the meaning of their existence.
What they all have in common is the promotion of merchant brands and the use of experiential marketing in traditional advertising. Use a small amount or close to the cost price of the product to allow potential users to experience it, in exchange for the potential customer's second or third consumption of the product. for their respective characteristics.
First, let’s talk about the characteristics of group buying websites:
Feature 1: There is only one group purchase product every day, and he is the only one on the stage. The brand promotion effect is good, and other products can avoid interference and differentiation of brand promotion efforts.
Feature 2: For users, as long as they are willing to pay the group purchase price for the goods, they will definitely be able to get the goods.
Feature 3: For merchants, the price of the services or products they provide may be at cost price or a little higher than cost price, which means that while promoting, there is also the possibility of making a profit.
Secondly, analyze the characteristics of the trial network:
Feature 1: Brand strengthening
In terms of functional design, the trial website not only ensures the exposure of the product brand, but also increases the strengthening of the brand. In the process of consumers applying for trial products, trial reasons are added, so that consumers need to fill in why they want to apply for this product. Through this Not only can consumers understand the functions of your products, but it can also help merchants choose potential customers for their products and be more targeted at the market.
Feature 2: Trial report
In addition to promoting and strengthening the brand, the trial network can also provide merchants with feedback on product trials and market research.
Feature 3: For users
There is no need to pay for the product itself, but the results of the application are different from those on group buying websites, and the products you apply for may not be available.
Feature 4: For merchants
The trial products provided for brand promotion and market research are free, which means that the cost that merchants have to bear for brand promotion and market research is the value of the goods provided.
In summary:
We can find that group buying and trial websites have their own advantages and disadvantages. They are both experiential marketing, but the promotion methods are different. The two can coexist.
The advantages of the trial network lie in two points:
1: Free trial products
2: Market survey questionnaire and other materials provided to merchants.
Only by starting from these two points and going deeper can we differentiate ourselves from the group buying network and achieve substantial development.
Take a look at some of the better trial networks in China, and they all have their own characteristics:
1. The trial customer alliance is mainly aimed at the promotion of e-commerce.
2. I want to try the website, which mainly focuses on the regional market, Henan market, and focuses on merchant customization and trial reports of trial reasons.
3. Yoka’s cosmetics trial channel, vertical trial products, has a clear target user group, which is female white-collar workers, and the trial products are all cosmetics.
4. Taobao's trial channel, combined with its own traffic advantages and mastery of merchant data, can not only trial but also purchase.
I want to try the website ( http://www.591try.com )
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