Since the Groupon group-buying website in the United States, domestic group-buying websites have emerged one after another, and it has become a prairie fire. When it comes to which Internet applications were the most popular in 2010, it was definitely Weibo; when it comes to which Internet website was the most popular in 2010, it must be the group buying website. Today, Daoshi Ding selected three different types of group buying websites, Meituan.com, A5 Group Buying, and Tuanjie.com, as cases to discuss and analyze the operation of group buying websites with everyone.
Meituan.com--Group buying once a day, premium consumer guide!
Everyone should be familiar with Meituan.com, at least in terms of popularity and influence, it is one of the best in China. Thousands or even tens of thousands of people participate in the group buying activities launched by Meituan every day, which shows its popularity. The website was founded by Wang Xing. Meituan.com will launch a boutique purchase every day, including restaurants, bars, KTVs, SPA, hair salons, etc. Netizens can make group purchases at low prices and obtain coupons. Group buying is conducted once a day to discover the most trustworthy merchants for consumers, allowing consumers to enjoy high-quality services at ultra-low discounts. Provide merchants with the most profitable Internet promotion.
I just checked the world ranking of Meituan.com, which is 1921. This is simply a miracle for a non-information website that has only been online for a few months. Of course, traffic only reflects the problem from one side. It is important that we analyze the operation methods behind it through traffic.
The founder of Meituan.com is Wang Xing, a very low-key young man in his early 30s. He is also the founder of the famous Xiaonei.com and Hainei.com. When it comes to the promotion methods of Meituan.com, Wang Xing said frankly that Meituan mainly relies on word-of-mouth communication, and its foundation is a developed social information media. Nowadays, through various means such as MSN, email, school network, Weibo, etc., it is normal for one person to speak and be heard by hundreds of people. To this end, Meituan has also established a mechanism where users can get a 10 yuan rebate if they invite their friends to make their first purchase. Wang Xing believes that the key to the success of Groupon, an American group-buying website, is that "online websites drive offline actual consumption to the greatest extent and release people's consumption needs." Although there is no shortage of choices for people in modern society, in order to save time and energy, people need dedicated people to provide them with the most tasteful consumption places. "We play the role of 'consumer consultants'". According to Wang Xing's judgment, there are three criteria for the entrepreneurial fields of interest now: "beneficial, interesting, and beneficial." "This thing can create value for more people, and you can make yourself happy and get a certain amount of profit at the same time. Why not do it?"
As far as the author knows, due to the low threshold and simple profit model, there are many similar group buying websites in China, especially in major cities such as Beijing, Shanghai, and Guangzhou. The competition is very fierce. What is the main trump card of Meituan.com? Users Viscosity! Yes, that’s right, it’s user viscosity, but how does user viscosity come from? It’s very simple, but also very difficult, it’s word-of-mouth publicity + cost-effective products or services.
I won’t go into details about word-of-mouth publicity. There are many similar articles on the Internet. Today we will focus on cost-effective services or products. I have said before that the products Meituan chooses for its visitors are not necessarily the ones with the lowest discounts, but they must be the ones with the most sincerity.
It is reported that at Meituan.com’s weekly meetings, Wang Xing and his team will make plans for the merchants they hope to find in the near future, and then contact or visit them. Meituan employees must ensure that the service quality of the selected merchants is above a certain level through personal experience or more comprehensive investigations. There are two restaurants that have organized group purchases on Meituan.com, both of which Wang Xing himself has tried and considered to be the best and extremely cost-effective restaurants of the same type in Beijing.
"We are not using merchant rebates, but working with merchants to set the lower limit standards for group purchases." Wang Xing once again gave an example. For example, the group purchase service item on May 5 was the Fu Xian Palace Korean BBQ set meal for two in Beijing's East Third Ring Road. , the original price is 340 yuan, the current price is 118 yuan, a 34% discount. "This discount is worked out by Meituan and the merchants. There is no fixed discount standard, but Meituan ultimately stands with consumers and tries to negotiate with merchants to Discount down.”
The negotiation process is not smooth sailing. Each merchant's geographical location, special services provided, and store costs are different, making it impossible to formulate unified standards. Meituan.com, which represents the interests of users, has a game process with merchants. Meituan's profit will not exceed 10% off. For example, the above 3.4% off, Meituan will also profit from it at about 0.5% off. Although there is no official profit, it can basically maintain normal operations.
Wang Xing is the founder of Meituan.com and is also a user of Meituan.com. “Meituan’s efforts are to provide users with the most affordable prices, the most reasonable consumption mix, and the best consumption places.”
Of course, when it comes to this, webmasters may say that we are grassroots. Websites like Meituan.com are too far away from us and too unrealistic. It is difficult for us to become that big. What I want to say is that what we need to learn is not the scale of Meituan, but its unique operating methods. We can use many of Meituan’s methods. Since we cannot be China’s Meituan, then we Why not be a local “Meituan”?
Next, I will tell you about the leader among local group buying websites, Tuanjie.com, a well-known group buying website in Shanxi. To build this kind of local group buying website, I suggest that you directly copy the model of Meituan.com.
Tuanjie.com - the latest Shanxi group buying information; ultra-low discounts, "rob" merchants and manufacturers in all directions!
Tuanjie.com implements low-carbon + healthy life + high-quality experience + great value for money. How can you experience it all at once? Go to Tuanjie.com! With a six-way view, the 360° network has the most complete and latest Shanxi group buying information; ultra-low discounts, all Fangbang "robs" merchants and manufacturers, allowing you to "shopping happily" in one go! We bring you a new shopping model, ultra-low discounts, and organize groups to rob restaurants, bars, KTVs, SPA, hairdressers, gyms, travel, accommodation, etc. Let you enjoy different life pleasures every day!
Are you still bored at home? Staying at home consumes a lot of electricity. Why not practice low-carbon behavior, feel the call of nature, go hiking or go out for a short trip?
Are you still overwhelmed by the high-pressure life? Why not relax completely, watch a movie or read a good book?
Are you still depressed because of the quarrel with your boyfriend? Being angry can make you grow old easily~ Why not save this free time and take your best friends to a SPA or manicure?
Are you still lamenting about the lack of money? Why not go to Tuanjie.com to have a group purchase and robbery, and have a "shopping experience"!
The above is the official introduction advertisement of Tuanjie.com. From the advertisement, we can easily see the business model and operation model of the website. Tuanjie.com is a local group buying website. Local people have the most advantage in building local websites, whether it is group buying or portal, this is for sure. The two most important points of local group buying websites are consumer resources and merchant resources. As far as the author understands, the operators of Tuanjie.com are all fresh graduates and college students from Taiyuan University of Technology, a famous university in Shanxi Province. These people are open-minded and good at digging out some new things to fill the gaps in the market.
In the early stage, we mainly used word-of-mouth promotion among local communities and students, and cooperated with cinemas (I believe everyone knows this. Many group buying websites mainly cooperate with cinemas in the early stage. Only after reaching a certain level of influence and scale can they negotiate with other businesses. price), in just a few months, it has developed into the largest group buying website in Shanxi. This group buying website, which was initially developed in cooperation with movie theaters, has now begun to get involved in all aspects of life, including beauty salons, gyms, bars, KTV, Restaurant…etc.
I believe that many webmasters, especially those of local websites, are gearing up and eager to give it a try, because the resources required by group buying websites are often owned by local portal websites. When it comes to this, you can also combine it with what I published some time ago. "Ding Daoshi Case Analysis Lesson 1: Operation of Local Websites" can be used as a reference to operate local group buying websites.
Of course, some friends may say that I don’t have the ability to run a group buying website like Meituan, but I don’t want to run a local group buying website like Tuanjie.com, but I also want to run a group buying website. So which kind of website is suitable for me? The answer is industry group buying. website. The representative of this type of website introduced next is the A5 webmaster group purchase that every webmaster is very familiar with.
A5 webmaster group purchase--one group per day, each group is a high-quality product
A5 "Webmaster Group Buying" is the webmaster group buying area under Webmaster.com. Every day, we carefully select a product for each webmaster that webmaster friends are interested in. They may be virtual products such as website programs, or personal trends. Tee and other physical items, as long as the webmaster friends are interested in them, as long as they are affordable to the webmaster friends, they may become recommended products for A5 group buying.
Cheng Ge is now in charge of group buying on Webmaster.com. After several months of development and operation, the results are very impressive. Sales are now hundreds of thousands of yuan every month, and nearly 10,000 webmasters have participated in A5 group buying, with a total of The webmaster saved more than 5 million yuan.
According to the purpose of Tuwangboda, A5 group buying is exclusively for webmasters. The ultimate goal is to provide benefits to webmasters and increase the user stickiness of the community. Everyone knows that A5 has a huge user base of webmasters, and it can basically be said that it is a website that Chinese grassroots webmasters must visit every day. It stands to reason that even without going through an external network, webmasters can start group buying just by relying on their own platform, but Everyone has seen various information about group buying on Webmaster.com through various platforms. This is worth learning from the majority of webmasters. Even websites like A5 spare no effort to promote certain activities through various channels. So what are we waiting for? Let us take a look at the main methods through which A5 group buying is promoted. .
1. Recommend articles at the top of the A5 forum and on the home page. These two points are the main promotion methods of Webmaster.com’s group buying information, and the conversion rate is very high. The group buying information promoted in these two places usually faces visitors who are frequent visitors to Webmaster.com. Even if they do not buy, they will praise themselves. Field, take a look.
2. QQ group. It is said that Tencent is the home of users. Of course, QQ Group Webmaster Network must also give full play to its effect and use it as a very important way to promote it. Cheng Ge, the person in charge of group buying, said: Mr. Tuwang has always taught us that marketing is the most important part at any time. Since the launch of A5 Group Buying, every group buying event has been broadcast in QQ groups. Now dozens of QQ groups have been added. Each group is very popular and the webmasters are very involved. (Under AD here, I am currently in group 12. The group is not full yet. Please come in and communicate more.)
3. Webmaster forums and communities friendly forward group buying information. Needless to say, A5’s status in the industry is almost all webmaster websites and forums in China that follow A5’s lead. Every time A5 group buying information is released, this information will also appear in all major, medium and small webmaster forums and communities in China.
With its own platform + QQ group + similar websites, and coupled with the rise of Weibo in recent years, Webmaster.com’s group buying information has basically “caught all” domestic small and medium-sized webmasters in one go.
I chatted with Tuwang through QQ before and asked me how to place the slideshow news on the right side of the homepage of Webmaster.com and whether it would be beneficial to the user experience. A careless person like me didn't know that there was a slideshow news on the home page of Webmaster.com after two years of visiting Webmaster.com. At that time, King Tu was busy with group buying matters and asked me to give some suggestions to Webmaster.com for group buying. Now I am writing down some personal views and suggestions on group buying on Webmaster.com. Of course, they only represent my personal views. Everyone is welcome to discuss.
1. Buy more non-webmaster products or services. Although A5 group buying is specifically designed to serve webmasters, webmasters are also human beings and are ordinary individuals. I think a piece of clothing, a rice cooker, and a fitness card are sometimes more affordable than a space, a group messaging software, and a website building source code. (Before I put forward this suggestion, A5 has begun to pay attention to group buying products in this area, especially the personalized T-shirt customization in A5 group buying, which has a great impact and has gone beyond the scope of webmasters. I talked with a friend some time ago When we arrived at A5, my friend was very excited: "The A5 you are talking about is a team that makes personalized T-shirts for people. The impression they made is very good.")
2. Open the group buying activity platform. Nowadays, popular platforms, Baidu and Taobao, have started to play with the platform. In recent days, Tencent has not been willing to follow others and launched the platform. What I mean is, can A5 also develop such a platform, an open platform that provides group buying? In other words, on this platform, not only A5 products, but also products from other websites can be put on this platform for everyone to group purchase. . (This suggestion is rather abrupt. Maybe I don’t understand technology and think building a platform is as simple as playing house. But I predict that the future Internet will be a platform + application world, and the Internet will become more and more intelligent. Becoming more and more “foolish”!)
All the noise in the world is for profit, and all the noise in the world is for profit. No matter what kind of group buying model it is, everyone must enjoy real benefits, only in this way can it become bigger and stronger.
That’s it for today. I recently discovered that some friends are writing articles and it’s popular to send things to readers. I happen to have some idle five-letter domain names on hand, and I plan to give one away after this article, and in the next lessons 5 and 6. Get one from each, for a total of three. (ps: If you are willing to let me use your website as a case analysis, please leave your website at the end of the article and write down the reasons for using it as a case analysis. I will choose one, send the domain name, and start the next lesson. The case analysis of this website is used as the main lecture content, and we will discuss the methods of network operation with everyone)!
This article was first published on Webmaster.com. Everyone is welcome to reprint it. Please indicate the source when reprinting!
Ding Daoshi Case Analysis Lesson 3: Operation of Financial Website
Ding Daoshi Case Analysis Lesson 2: Operation of Taobao Website
Ding Daoshi Case Study Lesson 1: Operation of local websites
The personal space of the author Ding Daoshi