Since Wang Xing launched Meituan in March this year, there have been more than 1,200 group buying websites in my country. Therefore, some people say that online group buying has entered the era of "thousands of groups fighting". At present, the more famous group buying websites include Meituan.com, Nuomi.com, Lashou.com, Tuanbao.com, F Group, Manzuo.com, 24Coupon, Wowotuan, Aibang.com, Tencent "QQ" Group, Aya Tuan, and Manzuo.com , Sohu Aijia Tuan, Ku Tuan, Kuai Bao.com, etc. Now these well-known group buying websites have entered the fierce stage of PK, so how should more small and medium-sized group buying websites survive in this environment?
Many people on the market have talked about this problem. The author believes that small and medium-sized group buying websites only need three things to survive. One is to segment their own characteristics, the other is to win over consumers and customers, and the third is to win over merchants. The decision-makers of the group buying website here must understand that you are a small or medium-sized company, and you cannot eat a fat man in one bite. What you need to do is to position yourself well and make yourself outstanding in a certain aspect. In fact, large group buying websites cannot cover everything.
How to create your own characteristics? This is a process of segmentation.
1. Segment the crowd. Usually the people who buy group purchases are Internet groups aged 18-42. They are engaged in different professions, some are reporters, some are workers, and some are webmasters like us. As long as the crowd of your group buying website meets one of these categories.
2. Refining the industry. Industries such as cosmetics, mobile phones, game consoles, etc. can all be refined. A well-known webmaster in the webmaster circle started a mobile phone Shansaiji.com, and every group purchase became quite popular.
3. Regionalize and refine the regions. If you can't do it nationwide, you can do it in the provinces. If you can't do it in the provinces, you can do it in the cities. The author here prefers urban group buying. After subdividing the characteristics of group buying websites, how do small and medium-sized group buying websites get good consumers? From the perspective of consumers, it is nothing more than why should I go to group buying? How can my consumer rights be protected after I buy in a group?
(1) Why do consumers buy in groups?
This is mainly due to price factors. According to surveys, group purchase product prices are generally only about 50% off traditional products, and some are even lower, which greatly rewards consumers. By participating in online group buying, transaction costs can be effectively reduced, and the desired products can be purchased at a price lower than the lowest retail price in the market while ensuring the quality of products and services. For example, Meituan once purchased a two-person movie ticket package at CGV Star Cinema. The original price was 296 yuan, but Meituan discounted it to 42 yuan, which undoubtedly greatly attracted consumers.
On the other hand, group buying also meets the individual needs of consumers. In the traditional consumption model, certain personalized consumption behaviors cannot be carried out due to huge search costs. For example, some people like a certain mobile phone, but it is too expensive to buy it by themselves. But now through the Internet, consumers can unite with some individual consumers who like this product to form a certain consumer group, and they can own this mobile phone product at a reasonable price.
(2) How are consumers’ rights and interests protected?
How to protect consumer rights and interests depends on service. Many friends will always have more or less problems after group purchasing. After consumers purchase products in a group, how should the group purchase initiator protect their consumer rights from being infringed? This is a question that every group buying website must consider, which makes the owner of the group buying website must strictly control the quality of products and services and the infringement of consumers Relevant compensation measures will then be taken. If these services are in place, consumers will feel relieved, and you will feel comfortable.
Generally speaking, solving the above two points will basically solve the worries of consumers and customers, allowing them to buy with confidence. That is to say, the second step is done to get the consumer customers. The next thing we have to do is to get the merchants to give us a very low price. So what if we ask the merchant to give us this extremely low price? From the perspective of the merchant, there are two main points:
1. Small profits but quick turnover. Since ancient times, businessmen have pursued profit. A product costs 50 yuan, and if he sells 500 pieces at a price of 100 yuan, he can earn 25,000 yuan. If he changes the price to 80 yuan and sells 1,000 pieces, he can earn 30,000 yuan. If these two options are called merchant choice, I think there are few merchants who would not choose the second option, because they can earn an extra 5,000 yuan this way. This is the principle of small profits but quick turnover. Although the profits are small, the more you sell, the more you will earn.
2. Hope to get marketing effect. Why do businesses advertise? The purpose is simpler: to let more people know about their products, so that more people will buy them. This is the marketing effect. If small and medium-sized group buying websites do this and make the merchants famous through group buying, it will be equivalent to the merchants turning to advertising. In this way, the merchants will make small profits or even "lose money", and the merchants will be willing to do so.
With these three steps, it shouldn’t be difficult for small and medium-sized websites to survive. Some friends may not understand the meaning yet. Then we will explain it with examples. Let’s take the A5 group purchase, which is familiar to webmasters, as an example.
First of all, A5 group buying has its own characteristics. They have segmented the crowd very well. The target group is webmasters, and the positioning is "webmaster group buying." The products purchased in the group are all webmaster-type software, source code, services, etc.
Secondly, A5 Group Purchase impresses the webmaster with its price and service. A5 "Webmaster Group Buying" first strictly controls product quality and rejects immature products. It is required that merchants' products themselves must be mature, have passed the test of the market, and have a certain user base and reputation. Like their group purchase of Jurui Super Butler V3.0 SEO software, the original price is 380 yuan/year, the group purchase price is only 138 yuan, the price has dropped to less than 50% off.
Finally, A5 group buying uses marketing effects to predict merchants. Keep the overall display of the merchant's products on top for one day, and bring at least 5,000 traffic to the merchant every day and more than 300 QQ groups, Weibo, etc. for all-round three-dimensional publicity. Of course, its effect is also very obvious. According to the author's preliminary statistics, there are 120 people in the "Crazy Station Group" group, 200 people in the "Crazy Email Group" group, 120 people in the "Yitao Station Group", and 150 people in the "diypage" group. Both the merchant and the A5 group buying website have achieved a win-win situation.
Finally, I wish small and medium-sized group buying websites not only survive in the "Thousand Group War", but also become bigger and stronger.
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