Development trend of group buying network: small websites with regional characteristics emerge (Editor/Liao Fan) Editor's note: As a new e-commerce model, group buying improves the bargaining power of users and merchants through the forms of consumers' self-organizing, professional group buying websites and merchants' organizing group buying, and obtains the profit of goods to the greatest extent. This model quickly became popular on the internet, attracting the pursuit of the majority of netizens. However, due to the "triple mountains" of products, regions and capital, small group buying websites with regional characteristics will emerge in the future. Ye Fei, the person in charge of the group buying website Fenpier.com, which has a lower threshold for building a group buying website, is a college student who graduated only two years ago. He told reporters that it costs about 5,000 yuan per month to operate a group buying website, including about 2,000 yuan for server rent and about 3,000 yuan for website promotion. The reporter learned that the open source program of the group buying website has already been published online, and a framework of the group buying website can be built at a cost of several hundred yuan. Ye Fei said that the threshold for entering the group buying website is relatively low, and the manpower needed in the initial stage is not too much. One person can support it alone in the initial stage, integrating technology, drawing and business negotiation. "As far as I know, there is indeed a group buying website operated by one person in reality." 58 group purchase. com is a group-buying website established in 58 cities. Chen Xiaohua, vice president of its operation, told reporters that because the group-buying mode is simple and it is helping businesses sell things, they can generally persuade businesses to participate in profit-making. "Merchants accept group purchase orders and do not need to pay advertising fees to group purchase websites, so there is no problem of upfront investment. Why not do this?" Chen Xiaohua said that selling things can immediately generate cash flow, and group buying websites have lower requirements for capital. Xu Guipeng, vice president of 58 group purchase Network, also believes that if it is operated properly, the group buying business will enter the profit period in a relatively short time. In view of the fact that many group buying websites are just selling goods in the shell of group buying, Xu Guipeng said that group buying websites without funds and user reserves are actually "empty gloves and white wolves". Using merchants' money to operate websites will not only generate profits, but also lead to poor cash flow. "A group buying website, a small-scale team can start operations, and relatively speaking, the offline operation ability is higher." Xu Guipeng believes that if you have a strong ability to grasp user needs and offline business, you can launch highly attractive products, and you will soon gain user follow-up and word-of-mouth communication, and establish user awareness and good reputation of the brand. The success of Groupon, a "triple mountain" of products, regions and capital, has attracted the attention of the capital market to the group buying model. Zhang Yanan has been paying attention to the dynamics of the capital market for a long time. She said that although the group-buying website "24 coupons" has recently received angel investment, such as 5 15 1 group-buying network and Kutuan network, they have also received investment one after another. However, due to the rapid rise of the market beyond market expectations, many capitals are still outside the group-buying market. "The group-buying websites in China are in a period of blind rapid growth at present, with low barriers to market entry. In a short period of time, the scale of commodities is insufficient, and the strategies in business model and market operation are not clear, which will inevitably encounter cruel market competition in the short term and experience the pain of industrial development. " Zhang Yanan told reporters that domestic group buying websites should first consider how to effectively integrate offline resources in order to continuously provide users with low-priced products. Low commodity prices are one of the core competitiveness of group buying websites. At present, due to the insufficient number of offline commodity providers, the diversity of optional commodities in China is insufficient, which affects the user's experience. Regarding the future development trend of group buying websites, Ye Fei believes that geographical limitations will lead to a large number of small group buying websites. He explained: "Guangdong customers are unlikely to buy movie tickets and hot spring coupons in Beijing, and some cities even have the division of group buying areas in Dongcheng, Xicheng, Nancheng and Beicheng. Small group buying websites with regional characteristics will continue to emerge in the future. This is an opportunity for the development of group buying websites. " Zhang Yanan, however, thinks that group buying websites should consider breaking the regionalization restrictions of group buying goods. She admits that the influential group buying websites in the whole country have not yet been formed, which is because of the regional influence, so it is difficult to form a user effect with a certain scale, especially in the second-tier cities. How to create a China-style business model of group buying websites is something that entrepreneurs of group buying websites in China need to think about. Groupon's main profit comes from intermediary fees and advertisements. The group buying website in China is in the early stage of development. The lack of product categories and the lack of novelty of products affect users' choice, which leads to the lack of popularity of the website, which can neither form the intermediary fees of scale nor affect the revenue obtained by advertising. Zhang Yanan analyzed that high website marketing expenses will be the main direction of "burning money" for emerging group buying websites, which will make some websites make ends meet and be eliminated by the market. Address: www.21CMO.net.

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