Such a situation makes large group-buying websites feel the crisis, let alone the medium and small-sized group-buying websites which are far inferior in capital and team. Under the circumstance that the whole industry is shouting that winter has come, how to get through the cold winter is undoubtedly a question that many people care about for these medium and small-sized group-buying websites without strong capital reserve advantages. In fact, under the circumstances that the group-buying industry gradually develops the habit of promoting by "heavy bombardment" advertising with capital, walking out a characteristic mode different from the "habitual pattern" can not only avoid the spearhead advantage of large group-buying websites but also find a suitable development path for oneself. It is worth a try for medium and small-sized group-buying websites to get through the crisis and realize "the survivor is the king".
According to the latest news reports: after the overall gross profit margin of the group-buying industry has dropped from over 20% to 10%, it continues to fall and is currently below 5%, reaching the lowest point since the industry's development. This has made many venture capital companies begin to become cautious and no longer as generous as before. The group-buying websites that have already got used to competing by burning money suddenly began to feel the tension of insufficient funds. The group-buying industry apparently began to face the test of "winter coming".
In response to this, first of all, there needs to be constraints and guarantees on the quality of merchants' goods and services. Only when consumers really enjoy cheaper and equally good quality goods or services can they reach satisfaction and have the possibility of continuing consumption next time; secondly, an积分 system needs to be established on the group-buying website side, using attractive积分 rewards to attract consumers to "return", becoming loyal customers. These have been fully utilized in the current websites; finally, what deserves mentioning is that a积分回馈 mechanism similar to the one in the website should be established on the merchant side. This mechanism is linked to the group-buying website, allowing mutual exchange and use between the two. Only then can the website and merchants benefit together and attract consumers to value the role of积分 more, making the积分 system function fully.
For enterprises to survive in competition, doing a good job in balancing income and expenditure is fundamental. The above two methods can be said to be "opening up sources". Opening up sources can bring new customers and revenue to group-buying websites, providing continuous financial support for survival and development. On the other hand, "saving expenses" work must also be done well. Saving expenses mainly exists in: first, controlling the operating costs of the enterprise and saving office expenses; second, maintaining employee salaries and relationships, stabilizing morale, motivating employees' work enthusiasm, and avoiding negative effects caused by frequent employee turnover; third, rationally controlling expenses in other aspects to avoid paying for expenses that can be saved, thus reserving more cash flow for the long-term development of the enterprise and storing more "food" for the winter when it comes for the group-buying industry, thereby increasing the chances of success.
Group-buying websites need to focus on how to make every attracted consumer enhance their recognition of the group-buying website and merchants while creating more cooperation opportunities through innovation in cooperation models with merchants. The key lies in accumulating consumers, cultivating loyal users, establishing a good reputation, and realizing effective word-of-mouth marketing. Only then can everything enter a virtuous cycle, bringing more survival opportunities for group-buying websites.
Therefore, to seek innovation and survival opportunities, we must start here. On the one hand, strengthen the connection between the website and cooperative merchants, create various cooperation models. When the website brings consumers to the merchants, the merchants also attract and retain consumers through methods like积分 exchange and logging evaluations on the group-buying website to obtain rewards. This creates better interaction between the website and merchants, promoting more cooperation opportunities between merchants and group-buying websites. On the other hand, consider and explore how to redistribute profits with merchants, constraining and regulating them to ensure product and service quality and maintain the good reputation of the group-buying website to attract more users and protect its customer resources. The focus of both sides is to allow the group-buying website and merchants to establish more regular cooperative relationships through model innovation, jointly build a good reputation, accumulate more consumers, and gain an advantage in industry competition.
Core: "Create vitality" exploring new cooperation models
Foundation: "Open up sources and save expenses" with the aim of balancing income and expenditure
Key: "Consolidate results" enhancing consumer loyalty
The core of finding vitality lies in exploring and finding new cooperation models. The cooperation between group-buying websites and merchants is the foundation for both parties to benefit, and directly affects the profit of the group-buying website and the merchants' willingness to continue cooperating with the website. It can be said to be the core of all links. The problems often questioned and criticized in the current cooperation model lie in the group-buying website's one-sided price pressure, lack of strict quality control and review, and inconsistent merchant service levels that are difficult to guarantee. These affect consumers' recognition of group-buying websites and merchants, and also make the cooperation between many merchants and websites often just a "one-night stand".
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