Abstract

In recent years, the continuous emergence of group buying websites has aroused people's attention and discussion on online group buying. Online group buying websites based on e-commerce are sought after by more and more consumers, and at the same time, they also bring new opportunities for online marketing activities of enterprises. Therefore, the construction and future of group buying websites have become the focus of many businesses. This paper analyzes the present situation and characteristics of group buying websites, puts forward optimization measures for the problems existing in group buying websites, such as single mode, lack of integrity and vicious competition between websites, and makes a brief analysis of the future development trend of group buying websites. I hope that group buying websites will go further and develop healthily in the era of e-commerce.

Keywords: group buying website; Current situation; Strategy

abstract

in recent years. Emerging group purchase website has sparked concern and discussion on network group purchase. Based on e-commerce netw. ork group purchase website, more and more consumers and pursued, at the same time, it also brings new opportunities for the network marketing activities of enterprises .Therefore, the construction of the website and the future has become the focus of attention of many businesses. The paper analyses the present situation and char acteristics, the group buys a website to buy network problems: the malignant competition between single mode problems, the lack of integrity, website optimization measures are put forward, and make a brief analysis of the future development trend of the website. Hope group buys a net to go further in the era of electronic commerce, The healthy development of.

keywords: group-buying websites, current situation, strategy

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Contents

1 Introduction

In recent years, the continuous emergence of group buying websites has aroused people's concern and discussion about online group buying. Online group buying websites based on e-commerce are sought after by more and more consumers, and at the same time, they also bring new opportunities for online marketing activities of enterprises. This paper analyzes the present situation and characteristics of group buying websites, and the common problems of group buying websites, such as single mode, lack of integrity and vicious competition between websites, and puts forward optimization measures, and briefly analyzes the future development trend of group buying websites. I hope that group buying websites will go further and develop healthily in the era of e-commerce.

2 the status quo of group buying websites in China

nowadays, with the soaring prices, people's consumption consciousness and behavior are becoming more and more rational. Good and cheap goods have always been the ultimate goal pursued by consumers. This is the purpose of the development of group buying websites. Now, the once-booming group buying is ebbing. From the Thousand-League War two years ago to the private residence of Internet giants, the phenomenon of group buying bosses "being rich" is no longer a case, which also shows that the development of this industry is generally in trouble, and it is difficult to continue burning money, so it is urgent to find a new development path. Only by changing the existing profit model and moving towards specialization can group buying websites bring considerable benefits and long-term development to consumers, enterprises and websites themselves.

2.1 concept and category of group buying

group buying is a network-based business model. By gathering enough people through group buying websites, you can buy or use goods, coupons or services of third-party companies at preferential prices. Sellers make small profits but quick turnover, buyers get preferential treatment and save money, while companies running group buying websites collect commissions from sellers. This concept has appeared in forums. In recent years, group buying is no longer an independent behavior between some forums and some netizens, but a series of specialized group buying websites.

In this network era, online shopping has become the most sought after shopping method among young people. Although the income is not high, the pursuit of high quality of life has become a remarkable feature of young people. Now, many websites are grasping this point and calling for "saving money is the last word" to attract more young people to join the group buying army.

2.2 The current situation of the development of group buying websites

According to the data, the overall transaction scale of China group buying market reached 23.7 billion yuan in 2121, 34.885 billion yuan in 2122, up 93% compared with 2121. In 2123, the total transaction volume of the national group buying market reached 53.289 billion yuan. According to the statistics of Tuan811, as of March 2123, the group buying market in China. There are 851,111 issues on sale, which is 36,111 more than the historical peak (815,111 issues in October 2119). In the same period, the more popular websites in the country counted their sales, among which Meituan.com, Dianping.com and Baidu glutinous rice had the highest turnover. It can be regarded as a highly recognized group buying website in the country. The huge group buying turnover has handed in a beautiful "answer sheet" for the group buying industry.

But behind the gratifying achievements, there are also the sadness of their respective enterprises. On February 25th, 2119, Baidu signed an agreement with Renren.com, which stated that Baidu would acquire all the shares of Renren.com and become a wholly-owned major shareholder of the company. Among them, Alibaba's shareholding ratio is between 11% and 15%. According to the statistics of E-commerce Research Center, by the end of 2121, there were 871 group-buying websites in China, with a cumulative closure rate of 5376, which reached 86%. It is expected that the scale of group-buying websites will be greatly reduced in the future. Due to the shortcomings in the operation of group-buying websites, some analysts pointed out that group-buying websites are slowly withdrawing from the market.

2.3 As a new online shopping mode, the main consumer groups of group buying websites

have started a new consumption upsurge since they entered China. For group buying developed on the basis of the Internet and e-commerce, its consumer groups-young people and middle-aged people-are more willing to accept this new consumption mode. The main force of online group buying is young people aged 24 to 38, which is very common in some economically developed big cities such as Beijing, Shanghai, Guangzhou, Shenzhen, Xi 'an and Xiamen, among which consumers aged 21-29 account for 49.52%. Internet users aged 31-39 account for 31.92%; Netizens under the age of 19 account for 8.56%. On the whole, the post-81s generation paid more attention to group buying. There are many reasons, among which economic purchasing power is the main reason, because in group buying websites, consumers generally get discounts ranging from 6% to 45% according to the number of people buying and ordering products, followed by the degree of network use and attention to new things, as well as the influence of many factors such as consumption concepts. Among netizens who pay attention to group buying, the number of female netizens is slightly higher than that of male netizens, because women are more enthusiastic about shopping.

2.4 main features of group buying websites

2.4.1 Price advantages of group buying website products

The core advantage of group buying websites is more favorable commodity prices. The nature of group buying is equivalent to wholesale, and the group buying price is equivalent to wholesale price. Through the platform of group buying website, consumers can actively assemble the evacuated purchases into a big deal. According to the principle of large quantity and excellent price, consumers can dominate the market and increase their bargaining chips with merchants. Therefore, consumers can buy the same quality products through the platform of group buying website, but pay lower prices and enjoy better service. Moreover, online shopping is not limited by time and space, so it is more convenient and faster. Therefore, this way of spending less money and getting the same services and products is more sought after by rational consumers, because this advantage is more attractive than ordinary online shopping.

2.4.2 There are many kinds of group buying websites

The popularity of the group buying industry has stimulated the participation of the domestic Internet industry to a certain extent. At present, the main types of group buying websites in the industry are:

1. B2C self-built group buying platforms, such as Taobao Juhua and JD.COM Mall Group Buying;

2. Group buying channels opened by classified information websites: such as 58 group purchase, public comment group, love group, etc.

3. Group buying platforms built by portal websites: such as Netease Head Network, Sina Group, Sohu Love Family Group, QQ Group, etc.

4. Group buying services launched by social networking sites: such as Happy Group Buying on Kaixin.com and Glutinous Rice on Renren.com;

5. Independent group buying websites: such as Handan.com, Meituan.com and 24 Vouchers;

6. Group purchase navigation websites: such as Group 811, Group Pinwang and Group Purchase Navigation 361;

7. Group buying websites built by industry websites: such as HC Group under HC Network.

2.4.3 Group buying websites are highly competitive

Group buying websites have experienced a series of developments, such as capital darling, thousand league wars, malicious competition, IPO collapse, capital shortage, layoffs, intensive cultivation, mobile spring and so on, since the establishment of the American League on March 4, 2121, and the homogenization competition of a large number of websites has intensified. The technical threshold and capital threshold of group buying websites are relatively low. During the one-year period from its birth in 2121 to 2121, the number of group buying websites soared to more than 5,111, with an average of 6-7 group buying websites born every day. Homogeneous competition also led to a "Thousand Regiments War". However, behind the fierce competition situation of group-buying websites is the embarrassing profit dilemma. Group-buying enterprises, including group-buying giants, need huge amounts of money to complete their preliminary preparations in order to survive. Therefore, in the short term, it is difficult for enterprises that want to attract consumers by relying on low prices to make profits with high-cost investment. In order to win more market share, many websites have invited endorsements and advertisements to attract users with ultra-low prices and reduce rebates, but most websites have not achieved the expected results, for example, in 2121. "Kaixin.com" also shrinks the front lines of third-and fourth-tier cities; In August, "Gaopeng. com", which Tencent cooperated with Groupon, was laid off by 411 people, and 13 sites were removed to implement the so-called strategic austerity. Vicious competition often occurs among group buying websites. When one company launches an activity, another will soon launch an activity with similar content but cheaper price. Even some merchants who participate in group buying activities will find some people to buy their own products on the group buying network, so as to boost their popularity and attract more consumers to buy. This kind of behavior has undoubtedly caused many adverse effects on the market order. At the same time, for venture capital companies, the development status of group buying enterprises is not satisfactory, which will make them more cautious in investing in group buying enterprises, which will undoubtedly make the investment channels smaller, so the number of enterprises that can get financing will also be accelerated, and some small group buying websites will inevitably be merged or withdrawn from the market. Now it seems that perhaps only a few of the thriving group buying websites can survive in the end.

3 problems with group buying websites

From people's enthusiasm for group buying websites when they appeared, to being close to the Internet giants today, and gradually becoming the private residence of the Internet giants, we can see the problems existing in the development of group buying websites.

The p>3.1 model is single and unattractive

Considering the product lists of several large group buying websites in China, such as Meituan, Tuan811 and Handan.com, taking Meituan as an example, the types of businesses on its website platform are mainly catering, leisure and entertainment, with few types and small scale. The cooperation between websites and businesses is very limited, and the websites are only platforms for providing preferential information on goods, and the resources that can be tapped and utilized upstream and downstream are not sufficient. Looking back at the products provided by other group buying websites, nearly 91% are services, among which catering and entertainment industries are the main products, indicating that other businesses do not pay much attention to the platform provided by group buying websites.

most of the group buying websites in China simply imitate western countries, and they don't have much innovation. Moreover, the products and services launched by group buying websites are basically small consumption, and most of them don't exceed 111 yuan. The overall website transaction volume is limited, which makes enterprises lack sufficient funds for industrial innovation and upgrading. On the other hand, it also reflects the problems of the website itself. The services provided by the group buying website are very single. The services provided by the group buying website are mainly in the form of coupons or discounted prices, and there is no more attractive way to guide consumers to spend.

At present, the three major group-buying websites mainly introduce websites to consumers by traditional marketing methods such as email and SMS. In the short term, this marketing method has low cost and strong profitability, but its radiation area is small and its influence is low, so it is easy to learn from and imitate, and the group-buying products are almost the same, which leads to the existence of homogenization. The word-of-mouth of consumers is the most important means of promotion, but the products sold by the three major group buying websites are similar, without focusing on consumers' preferences and consumption tendencies, so the marketing means have not been effectively promoted.

there are various harsh conditions for using the group purchase card coupons in the three major group purchase platforms, such as avoiding holidays and other peak usage during consumption, unable to refund the online seat selection of movies, unable to make an appointment when KTV rooms are full, and unable to meet the condition of "refund within seven working days at most". At the same time, the three major group-buying websites all had poor customer service attitude and ignored consumers' complaints. The phenomenon of "kicking the ball" after sale was prominent, and the rigid service model could not flexibly deal with the problems reflected by consumers, which made users once question the integrity of domestic group-buying websites.

In the final analysis, the competition in the market is the competition for talents. If an enterprise wants to achieve long-term development, managers must always be aware of the changes in the market, make agile responses, tap potential markets, and ensure the stable operation of the platform.