The bosses of Chinese companies have been having a hard time recently. They watch CCTV's 3-15 in action every day, fearing that if they take a cautious step, they will be thrown out of the "action". From Gome and Kumho Tire to Procter & Gamble and M&G , to high-tech companies such as NetQin, and even traditional Chinese medicine bathhouses such as Tian Po’s Moxibustion Hall are not spared. However, the group buying industry with the highest consumer complaint rate on March 15 last year was Not on the list, strange, very strange! As an insider of group buying websites, the chaos of group buying websites is well known to everyone. Could it be that CCTV has really been manipulated by public relations...
What should come must come. This is the law of the economy and the law of the market, and it does not depend on human will. From the morning news on the morning of March 18 to the economic half-hour on the evening of March 19, "315 in Action" began to slowly expose the shady stories of some group buying websites and began to bombard the group buying industry... Falsifying the original price, falsely marking the number of group purchasers, and lax merchant qualifications have become the unspoken rules of group purchase websites. Of course, the author is aware of Du Ming on this point, but I don’t expect that there are group purchase websites that falsely mark thousands of group purchasers and treat ordinary people as Monkey play (just go to Alexa.cn to check the traffic, some traffic is only a few hundred, but the number of people buying products in groups reaches hundreds or thousands, incredible), it is really hateful, these junk group buying websites are all playing a numbers game, Playing to the end results in a dead end.
Come on, let the storm of "group buying disruption" come more violently, haha, you can't stop it when it comes, so you might as well accept it and adapt to market competition. So how to run a regional group buying website in such a chaotic market environment? It needs to be explained here that if you use any success criteria to measure the author, I am not worth mentioning at all, let alone a success. However, as an insider, as long as what I share, what I think, do and write can be correct. If you friends have inspired me, even if it’s just a sentence, I’ll be satisfied, haha...
Group buying has suddenly emerged in the e-commerce army because it has no logistics. However, generally speaking, it still belongs to the category of e-commerce. This kind of light e-commerce is divided into front-end and back-end. The front-end mainly includes brand operations and marketing, and the back-end Mainly includes merchant review and cooperation, merchant product launch, order processing, data analysis, user experience, customer service call center and system development and design. Personalization on the front end, standardization on the back end.
front end:
Brand operation:
Brand operations focus on the penetration of brand concepts into the audience, which is simply the depth of the market. It is necessary to study the psychology of local consumers in Wenzhou, then position the brand concept, audience group and market, and express the essential concept of the brand through unified VI and event planning.
2010 was the first year of group buying. In 2011, faced with hundreds of groups fighting, thousands of groups fighting, and even thousands of groups fighting in the future, the author deeply felt the "bloody" market, so positioning is particularly important. From the perspective of the market environment, in terms of money, I cannot compete with LaShou and Meituan; in terms of resources, I cannot compete with Sohu Aijia Tuan and Nuomi; in terms of experience, I do not have Gaopeng’s successful experience in the United States. But as the operations director, you must make a judgment on the existing market environment and find a space for survival.
The national market has now been divided up, and countless funds are burning behind the flames of war. The author cannot afford to burn this copper plate, and his voice is not as loud as others. It is not a reasonable calculation to retreat and focus on farming. I analyze the living environment of the local merchant market in Wenzhou. , there is no professional marketing agency to plan activities for them, and even if there is one, the cost is too high, so marketing planning for merchants will be a direction for Wenzhou group buying.
There is no fixed law, existence determines consciousness. The rapid popularity of the Groupon model in China proves the necessity of the group buying model. In the future, the integrity of group buying websites will be the main consideration for consumers when choosing group buying, and the stickiness of consumers to the website will determine the degree of trust in merchants, so the brand of group buying websites will become increasingly important. The cooperation between the Haohuimai Group Buying Network run by the author and Wenzhou Public Livelihood Channel and the background of the Wenzhou Baidu regional agent will greatly highlight its image of integrity. Fellow friends can use it as a reference.
After the TV station's columns are revised, Wenzhou TV will continue to rotate image advertisements to increase the penetration of Haohuimai's group buying brand into consumers. This is why the big players in the group buying industry such as LaShou, 24Quan, and Tuanbao are now branded on Jiangsu Satellite TV , The reason for CCTV3 advertising is that the future competition in group buying is brand competition. Big cities have their own media rules, which are created with money. Just look at the group buying ads in the streets and alleys of Beijing. Small places have their own media rules. As long as they can find a win-win point, That’s it!
As for researching Wenzhou Group Buying Network competitors like Haohuimai and formulating operation plans... these are all things that the operations director must do. Of course, these cannot be explained in a few sentences. Those who need to communicate can be sent Send me an email, haha, just to be cautious first, just to add more good friends...
Marketing:
Marketing focuses on maximizing market size, which is simply the breadth of the market. Based on the current status of the Wenzhou group buying website and the cooperation resources of the Haohui buy website, marketing promotion is mainly through TV column promotion and online promotion.
After the group buying market enters a chaotic melee, it takes more than courage to suddenly emerge. People with the word "brave" written on their bodies are only qualified to be soldiers, and they can only be recruits. Haha, what is needed is strategy. Whether it is a TV column or online promotion, it is particularly important to focus on the interactivity of group buying. Use events to drive popularity…
rear end:
Merchant review and cooperation:
For group buying websites, the quality of merchants is particularly important. This is the top priority related to consumer stickiness. For merchant cooperation, it is recommended to focus mainly on small and medium-sized merchants, because these merchants need promotion and publicity, and the degree of cooperation will be higher. However, we cannot relax at all in terms of merchant review, because this is equivalent to the supply chain in B2C. The decision The life and death of group buying depends on it.
Develop various levels and processes for merchant review, and leave professional matters to professionals. Otherwise, if a person who does not understand the catering market is asked to negotiate with the restaurant owner, even if the negotiation is successful, there will still be some flaws, especially in terms of quality control.
Regarding the selection of merchants, this requires business development personnel to be sensitive enough to lifestyle consumption, and at the same time, they must know how to help merchants plan group buying activities, instead of just picking up a product casually, they must find a highlight and theme for each group buying activity. !
Product launch:
Formulate and improve a complete set of online scheduling, copywriting scheduling, art scheduling and page review, offline settlement mechanism, implement process management, and find problems wherever they arise.
Customer Service Call Center:
Generally speaking, for regional group buying websites like the author's Haohuimai, frankly speaking, the number of customer service staff usually does not exceed 5. There are not many people, but they must be precise and standard speaking skills are necessary. Only in this way will they be more professional, and professionalism will make people feel more confident. It's human nature for others to feel safe.
other:
Team management:
The most suitable team size for a regional group buying website is about 20 people. Too many people are cumbersome, but the staff must be fully equipped. The business development department is responsible for merchant review and cooperation, the marketing department is responsible for online and offline promotion, and copywriting and art are responsible. Product editors go online... Each performs his or her duties, and at the same time formulates certain rules, regulations, and operating procedures. It is important to maximize everyone's effectiveness. It is very important to clarify their functions. At the same time, performance appraisals are formulated for different positions and collaboration is carried out.
For a small and medium-sized group buying website operations director like me, he must be an all-rounder. He can not only help merchants plan activities, but also participate in forums to gain popularity. At the same time, he can also do SEO. It is best to have a certain level of experience. When looking at the pictures made by artists, you have to look at the user experience from the perspective of consumers...etc., the most important of which is the planning of brand marketing for group buying websites, because you have everything, but there is no traffic and no trust. No, right, haha...
Prospect Guess:
In the author’s opinion, there are three major trends in regional group buying websites:
1. Analyze the user population of group buying websites and build a vertical group buying website of this category;
2. Focus on localized intra-city shopping platforms and use the interactivity of the SNS community to increase stickiness. However, this type of platform is more likely to be acquired by local SNS community forums with strong stickiness;
3. Professional merchant marketing activity planning media, the channels can cover all-round precise brand marketing including TV, Internet and mobile Internet.
Author of the article: Yikun (Operations Director of Wenzhou Haohuimai Group Buying Network ( www.hhmai.com ))
Source of article: Paidai.com