Buy site reality and worry Service homogeneity user loyalty is low

editor’s note:

said the U.S. mission network CEO Wang Xing before the group purchase industry will part of the precipitation funds user overdue as income, is one of the industry’s unspoken rule; secondly, the one thing the original price artificially high, then seems to play a big discount, in fact, than the number of price concessions; third, some group purchase the website will take sales standard is very high, then likely to attract consumers.

After the first year of the 2010 group purchase

experienced a "thousand group war", launched the group purchase website has been like a swarm of bees slowly appear high, what is the reality of the group purchase network trouble? What are the future will be in the pre departure? In the complex business environment, how to do in order to win the final


crazy ad

Liu Jia

drive in the giant Groupon China group purchase station "friends" before the domestic group purchase site full network "in a Gaopeng full network of outdoor advertisement appeared in the streets of Beijing. Interestingly, advertising in the "friends" and "full network", are quite profound meaning to be printed on bright yellow.

full network occasion to hype, more or less reflects the status of the war going on Chinese group purchase advertising. In the first year of 2010 experienced a group purchase "thousand group war" after 2011, with rich capital reserves have resorted to generous group purchase website, in the large and medium-sized city, lift tall billboard, speeding bus, senior office and website, the mainstream television media, group purchase website advertising bombing everywhere.

an incomplete data show that in 2011, the group has more than 1 billion site advertising plan. At the beginning of this year, the U.S. mission network that will be 130 million yuan tender advertisement plan; glutinous rice network that will put 200 million yuan ads to CCTV and local TV; Groupon in Ho throw million yuan to sign star endorsement, announced its 2011 full year will invest 550 million yuan in advertising; and just on the line soon Gaopeng is heavily buy 114 gold position navigation website.

"God wishes to destroy, they first make mad." An industry source who is playing the limelight advertising war. "In the mainstream group purchase website mostly after two rounds of venture capital investment, enterprises inevitably applied to the pressure increase, investors generally look at the growth rate of business, frantically throwing advertising will naturally bring high traffic to the site, but the input-output ratio is not high, is not the reason, now we are more than how to spend money."

fact, group purchase website advertising war crazy, reflects the fierce competition from the side of group purchase website, is the industry is about to enter the consolidation period in the shuffle signal.

advertising war will become a rich man’s game, only those who have a large group of VC funds to support the site, to be able to stick to it." Analysys capital analyst Liu Bin told the "First Financial Daily" said in an interview, the advertising campaign will form the "> on the group purchase website

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