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The following article was published in our article directory on March 11, 2011.
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Emerging and tilt is a necessity

Article Category: Business

Author Name: xia zihui

Emerging and tilt is a necessity

No one would deny jan.7 practitioners: they were in blade flurry wars.

"We this year's advertising budget at least 2 billion right, shake handshandle nets also 2 billion, the industry is bound to more than 10 million." ShenBoYang speak quickly, for data, peremptory against pspeaking already determined to "to hit". ShenBoYang is sponsored interactive group vice President, competent sponsored its 43,200 business glutinous rice nets.

Even without such a specific number, with the emergence of jan.7 overflow, it is hard to be unaware. For example Beijing: the bus station, subway advertising, building, even CCTV advertising, online advertising need not say again... Filled with 团购网 stand from the straightest brain BaiJinShi advertisement.

Might as well to see a set of data, the past one year, e-commerce field of financing, of whom 1/3 favoured 43,200: shake handshandle nets won $55 million in two rounds of financing, beauty regiment nets won $15 million two rounds of financing, sold-out nets to receive us $10 million financing, public comment on nets claimed will have more than previous total new investment financing jan.7... Roughly statistics, a 团购网 stand between a total of 12 pen financing, capital 团购网 standing preferences degree which is obvious.

Capital strengthened the Matthew effect: since January 2010, the first real sense of 团购网 standing sold-out nets established so far, jan.7 class company has more than 2,000 home, with annual sales of 40 million yuan of above, expanding urban hundreds of.

As e-commerce tributary, jan.7 why so fierce? Judging from the parties squared off, it seems here gestates business model next "Big Bang".

At present, even apartments-and can be summed up: to promote local service transaction network brokers. Through the low means, local service supply and local consumer demand docking. Local businessmen gathered enough hope to attract repeat customers, the popularity of the consumers can hope to get more cheap service and the commodity, to meet the basic necessities of various needs.

In the earliest jan.7 mode Groupon mode to see, different from jan.7 existing B2C or C2C website. 43,200 main promote is local service trade, allow you to eat, sleep, play, rather than standardized products. Some in the industry will be the value of 团购网 standing directly, defined as a meet local service businessmen precise marketing demand. But as the marketing service, jan.7 has an irresistible attraction: it is according to the transaction fee. In other words, only transactions occurred, the businessman only need to pay the corresponding cost (due to low sales and provide 团购网 standing commission caused losses); If the price is formulated skillfully, and perhaps can realize small profit, and holding back field.

Search engines are edifies's richest man, because it can pass algorithms to solve problems, and information to match the precise boosted marketing glycosylated. Advertisers are delighted in search engine smashed advertisement cost, in exchange for verily, verily click. Although click not necessarily into trade, but after all, advertisers have seen click, total than in the past century even see "partner advertisement" into what, come well.

Nowadays, there are new mode, can further upward -- let advertisers pay according to the transaction. Together with the Internet this super organism itself contains wonderful evolution energy, carelessly, jan.7 walked out of a giant in the Internet. Capital and how don't BenZhang blood?

A pity is: with different search engines, 团购网 stand don't need the complex precision, need to lock into Zurich bank super algorithm. The entry threshold low jan.7 to practitioners sometimes be embarrassed to say he is engaged in TMT - recommend a 团购网 standing required minimum conditions is: a computer and a willing to a bulk merchant.

Future, copy easy, it is already a year, industry was born square in all-round blade flurry war root causes of lies.

In the interview among, everyone agrees that 43,200 entry threshold low, at the same time, they will complement 1: further competition threshold will become more and more high. Compared with traditional video, e-commerce, jan.7 is a more stark rich man's game. The next stage of the competition jan.7 is the core of the scale, the scale depends on the user of transformation and reserved, and covered market and merchants of pioneering planing to those who say that can tell the human factors. All of these will depend on how many money can jan.7 company hit.

Competition in the industry to jan.7 expected the most optimistic of shake handshandle network CEO richthoff, he thinks currently 43,200 industry market is mainly before five competition. The rest of the most 团购网 stood still thinks, at present the 43,200 industry middle-long-distance has just started.

Standing on this point in time, really hard to predict 团购网 stood the final victory. As information technology catalyzed by 团购网 station, a species, with "appeared" attitude was born. Emerging results is: the individual finally was enveloped them, must have to follow the collective irrational. For example: a refund, Another example: this article starts ShenBoYang said hit advertising. This among them, we summarize several 团购网 standing 2011 development of key words:

1. The enclosure

43,200 industry's most obvious characteristics is rapid expansion across the country. Shake handshandle nets at present already in the national 130 city has offline team, beauty regiment network has offline team city is 48, glutinous rice nets are 35 cities accredited personnel. They opened the urban number more than 100 home. Other 团购网 stand is unwilling also lonely, share ranking top 10 团购网 stand, operating personnel at least public comment on group has also stationed in 9 cities. This expansion this year will not stop, glutinous rice nets hope this year BTL marketing staff stationed city more than 80, shake handshandle network CEO WuBoZe said, finally shake handshandle nets staff will be over 10,000, operating various areas.

National expansion, already ecbolic 43,200 industry capital threshold, also is the natural jan.7 industry needs. 43,200 profession characteristic is to provide local life service enterprise's marketing, want to have accurate local businessmen and the local customers, these properties and Courier industry is similar. And 团购网 standing profit model is simple: at present basically go is groupon journalistic: smoke art.no.17, advertisement cost, the profit model greatly reduces the 团购网 standing around copy of difficulty. Plus 43,200 industry is in its early days, many cities for 43,200 industry are "virgin land", fighting unavoidable.

However, 团购网 standing national enclosure of the footsteps limited by several aspects: local consumers and businessmen to a bulk cognition, funds and personnel. This raises 43,200 industry's second keywords: advertising and competition for capital.

2. Advertising war

The advertising expenses, can certainly be called 43,200 industry 2011 competition focus. From published data shows a public comment on group announced it will take out 300 million - 4 billion yuan to do propaganda cost, glutinous rice nets says this year's advertising costs won't less than 2 billion yuan, beauty regiment nets will pay 1.3 billion yuan in brand promotion, F group CEO zhu also says this year will be no lower than the advertising expenses of 100 million yuan.

More than one 团购网 standing CEO puts forward, advertisement high is to "defense." As 团购网 stand each region of the enclosure, jan.7 industry advertising not just for local consumers, but also for the local businessmen. A characteristic is jan.7 industry cash flow is abundant, the abundant cash flow is derived from jan.7 pre-paid when consumers, as well as to the businessman jan.7 industry payment terms. This requires consumers and businessmen double trust. Therefore, glutinous rice nets, F regiment, shake handshandle nets all selection in CCTV do promotion advertising also questions of righteousness. Advertising war is behind the war funding, thus virtually raise entry barriers. "No money you can't play 43,200." ShenBoYang said.

Funds will be no become irrational competition driving force, we think the answer is certain. The interview, not just a 团购网 standing CEO of current ads war puts forward that the various aspects of advertising push prices. Lu said, almost a year bus the cost of advertising rose 30%. ShenBoYang says Internet online advertising costs rise doubled in nearly a year.

3. To MSN glycosylated

43,200 industry on the one hand to exploit market, one is to need to keep the number of existing customers. According to the statistics, daily consultation aeryn attention a bulk old customer proportion only 33.7 percent, below the new customers 46.8 ratio. This was partly due to the Internet natural is open, the user viscosity always is not high, on the other hand 43,200 industry similar to a cheap consumer promotion platform, the user to price factor sensitive, "who cheap choose who".

Therefore, many industry players to MSN can increase the hope of interaction between the user and improve customer convert a bulk cost, then increase user viscosity. Interview several CEO said has already been developed or ready to develop to MSN the relevant system.

We think this in question is: first, to MSN if it helps to enhance user viscosity? Secondly, how to use well to MSN? If their development to MSN platform, not only need guarantee of technical development and capital investment, need more think more closely with jan.7 to MSN union. If use existing to MSN platform, and how to break? After all is 1000 regiment wars.

4. Based on meal, shadow of all-round glycosylated

In the interview, we discovered ceos talked about most impressive 43,200 example, concentrated in two aspects: catering and the movie, at present the two types of 43,200 is still trading mainstream. According to the group of eight major 团购网 stand 15 statistics, this year in january-february, Beijing area catering is still the most popular 团购网 standing favour even apartments-and classification, in Beijing area uplines opportunity to reach 372 period, sales 3991.6 million yuan, total 43,200 838 period activities, 9054.1 yuan more than 40 per cent of sales. The ticket will become 团购网 stand shock 100,000 sales edge tool, such as glutinous rice nets January 12 movie tickets, 12 million jan.7 to purchase.

However, this situation currently has changed signs. Regiment 800 statistics show that in january-february tourism jan.7 (especially surrounding the cities of hot springs leisure projects) present popular trend, the higher price still make it for leisure and entertainment class 43,200 contributed considerable sales. Also have CEO said as long as consumers have needs, "wash clothes we can do."

All-round HangYeHua, this is 43,200 industry continued development after the request inevitably. Qing research institutes 43,200 industry analysts ZhangYaNan says with the expanding of the merchants, jan.7 industry must become the basic necessities of all aspects of cheap goods provider.

5. ChuiZhiHua

If omni-directional into consumer provides basic services, so ChuiZhiHua jan.7 industry is the difference of the competition. At present, the F group launched holiday, pictorial channel; the son, Shake handshandle nets launch cosmetics, hotel 43,200 channels, Other 团购网 stand of ceos are considering some industry ChuiZhiHua.

Can expect, jan.7 industry ChuiZhiHua will not stop. But we think that ultimately lead to success by ChuiZhiHua otherness of competition, not by 团购网 station itself to dominate, but by the whole jan.7 to promote the development of the market.

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