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文/DoNews认证作者 黄井洋

“出来混,迟早是要还的”,电影《无间道2》中这句经典台词是对目前团购行业的真实写照。近来,团购价格战大有愈演愈烈之势。然而,价格战虽能在短期内提高用户的关注度,但并非长久之计,团购企业必须加快转型的步伐,考虑长远战略布局。要跑赢市场就要放眼远望。

团购发展之困

团800最新统计数据显示,截至7月底,国内尚处于活跃状态的团购网站有2953家,比高峰时期的5058家,减少了40%。目前团购行业正面临生死的考验,整个行业都处于盈利难的困境。

对于团购,很多人认为这是创新型的电子商务模式。但必须明确的一点是,团购并非新生事物。从团购的交易方式和流程上看,在特定的时间内团购网站将商家的产品或服务以较低的价格集中销售,消费者预订并在线支付后,在某个约定的时间内在线下完成消费。之后网站与商家进行费用结算。在整个交易过程中,团购网站只是以一个优惠的价格完成了一次产品的批发。无论是提供产品或服务的商家还是进入网站完成消费的用户,都具有极大的流动性和不稳定性。

合作商家的不稳定性和消费者的流动性,成为团购发展的遇到的最大的问题。由于商业模式不清晰,团购业务运作稳定性差,行业发展困难不断,在资本市场的催促下依靠价格战获得规模的竞争方式必然导致更大的难题。

借助互联网和长尾理论,虽然获得了空前的影响力,但目前以惊人的低价格面目示人的团购肯定是不理性的消费模式,终究是短暂的市场份额斗争,在本来就已经弱肉强食的行业发展中肯定是不可持续的。

跑赢市场是个持久战

团购网站要想持续发展并获得盈利,首先要有稳定的消费群体。目前,消费者的心理成熟起来已经成为一个迫切的事实。只关注价格,不关注服务质量的做法或将引致行业的倒退。短期内对于消费者而言却是有利,但长此以往,消费者的体验将无从保障。再次,团购网站需要稳定的商家长期提供可供销售的产品或服务。在这些方面,窝窝商城同服务商通过签约建立长期行合作,持续性为网站提供产品服务。窝窝商城的出现是行业发展中一个比较成功的案例。

窝窝商城董事长兼CEO徐茂栋认为,团购未来的市场还在老客户的口碑传播和二三次购买上。窝窝希望能够打造一个营销平台,帮助商家把大量潜在互联网用户转化为意向客户,最后再转化为常客。这样的持续开发也能为团购站点源源不断地创造利润,而不是每次开发一个商家,每年只服务一两次。所以,窝窝商城的专卖店同商户的合作是长期性的。

有别于以往的团购,窝窝商城以“促销+分销”的形式,让任何生活服务业商家在窝窝商城上开设专卖店。它摒弃了以往单纯的团购单方式,商家可以长期销售其产品或服务,帮助商家即时出售剩余服务能力。对消费者而言,商城上的消费解决了此前线下预约难、差别化待遇的问题,利于培养用户的消费习惯。

据窝窝统计数据发现,现在已经很少有消费者看到便宜的东西会买50、100张消费券。分析可知,此前单纯团购的时候,消费者一次购买并消费完成后,如若不继续购买,下次的价格将会高出很多,因此养成了存货的消费行为。现在,窝窝商城的出现,商家的产品或服务变为长期销售,消费者完全可以在需要消费的时候购买,无需存货。而据初步统计发现,50%以上的用户都是当日消费,可见大量的用户是因为需要才去团购。

团购行业的发展是一个长期的过程,暂时的价格促销并不是推进团购发展的好方法。总之,跑赢市场是个持久战,要解决当前行业面临的问题,就要有稳固的商家合作关系和稳定的消费群体,这才是团购行业赢得未来的良策。

======带个自私自利的小AD=========

欢迎向DoNews投递关于互联网业界的热点类、观点类、趣点类、分析类、爆料类稿件。地址:tougao@donews.com

转载请注明DoNews认证作者/黄井洋


25条评论

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