Recently, Taobao has launched a special edition. Jingdong has also launched the 'Buying Festival'. It is generally believed that it intends to 'slam' the platform to fight for more. The e-commerce giant is so focused on what it is to buy. Commodity is really cheap. Is the model sustainable? The reporter conducted an interview survey.
Wechat Group's 'Buy' invitation link
What is the fight?
Buying, generally refers to the use of the Internet platform, intends to buy the same product consumers, collectively purchased from suppliers, in order to enjoy low-cost concessions.
At present, the most representative companies for the fight to buy more than a lot, and the rapid development. The data show that since the on-line in October 2015, the number of users to fight more than 300 million, the number of users and Jingdong are almost.
In fact, the concept of 'buy-buying' has a long history. The earliest group-purchase model has the shadow of buying, but the current purchase pattern is more, and it also incorporates the social shopping model. For example, you may often receive a friend on WeChat. Come shopping links, let you click on the help 'bargain', or invite you to buy, this is the sociability of the fight.
Why is the "fire" getting up?
The e-commerce giant will not turn a blind eye to the purchase. Recently, Taobao launched a special version of the APP. JD.com also launched the 'Fighting Festival'. The two largest home appliance manufacturers in China are all working on the 'buy purchase'. How much fire to buy in the end.
In an interview with a reporter from the China New Network, Tang Xingtong, an expert from the China Electronic Commerce Association’s Network Marketing Research Center, said that social platforms such as WeChat have created opportunities for purchases, coupled with an endorsement of social factors of acquaintances, compared with other low-priced shopping platforms. Buy trust trading has a higher conversion rate.
According to a report released by the E-Commerce Research Center, Taobao and the multi-user groups are highly overlapped. Among the users who uninstalled Taobao, 50.3% of the users flowed to Pindo.
As for the reasons for the ramping up of buying, there are also analysis points out that consumption not only needs to be upgraded, but also needs to be graded. The purchase meets the demand of some people for low-priced goods, and consumers are deeply involved in it through social networking. This is the reason for their growth. .
More than 100 Yuan of Nike on a buying platform is common
Is the product really affordable?
One of the reasons for the hot purchase is that the price is cheap, but what is the quality of the product? A successful consumer has told the reporter of the China New Network: 'Fight a few fruits, the dragon fruit is extremely small, and the kiwifruit is bad when it is received. Due to the low price, nothing was said. '
The reporter noted that on a shopping platform, 100 yuan of 'Nike' shoes, 27 yuan 'new balance' is very common, true and false is also difficult to distinguish, although the business did not describe them as Nike, but the shoes on the ' The checkmark and the 'NIKE' word on the shoe box are clearly visible. There is a net friend message, 'Shoes plastic feel too strong'.
There is no denying that there are no lack of '0 yuan purchase' and '0.1 yuan purchase' on the platform for purchase. Even if the quality of things is worse, the price ratio is worth the price. However, the number of such products is almost limited. Commodities, mostly spells, look at luck; more goods are 'price is not so high, quality is not so good'.
9.9 yuan credible?
The reporter also noticed that on the platform for making purchases, a lot of 9.9 yuan of shipping products, many users have doubts: 9.9 yuan can not even cover the postage, this product is credible?
According to insiders in the electricity business, these are mostly unsold inventory or broken code products. Not selling these products as soon as possible will only increase inventory management costs. At this stage, companies will basically recover their costs and sell them in large quantities in a short time. Inventory costs increase profits.
In addition, the postage is not as expensive as we think. Some merchants can talk about postage about 5 yuan because of the large number of shipments, and 9.9 yuan can fully cover postage.
Data Map: An e-commerce company's employees answer the consumer's shopping questions in front of the computer. China News Service reporter Chen Yu-she's data map: An e-commerce company's employees answer the consumer's shopping questions in front of the computer. China News Agency reporter Chen Yushe Is the model sustainable?
As shown above, one of the charms of the purchase is to incorporate social factors. However, the reporter learned from the interview that many consumers think that it is consuming personal trust and wasting time.
'There are several successful purchases, you need a lucky draw to have the right to buy; you need to pay attention to the public number before you buy it; you need to share with your friends to help bargain or guide them to participate in the fight after buying. ' Workers, Tian Tian (a pseudonym) The reporter of the China New Network said that as long as there is patience, it can surely buy cheap things, but it will take a lot of time, and after sending it to friends many times, will the other party be bothered?
It is obvious that the rules for setting up the platform for buying and selling are fast. It takes a lot of time to pull new ones, and there is almost no need to spend on promotion. This is true for viral marketing. However, it should be noted that viral marketing improves user perception through high exposure rate and does not represent Consumer recognition.
Can that model continue? Tang Xingtong believes that the buying model should exist for a long time, because the price concessions will be destructive at any time, but it will not cover the whole category of e-commerce; in addition, with the decline in popularity, future consumption The purchase will not be as high as it is now.