I believe that everyone has played group fights more or less. Every time I see something affordable, I will invite relatives and friends to join the group. However, over time, many relatives and friends hate your group invitations, but as the market is iteratively updated, these cannot attract customers. Most customers think that they will not win, and then get extra red envelopes from the platform. Due to the accumulation of too many products, the winners gradually no longer want to participate in the event. How can private domain platform merchants solve this big problem?
The first version: group joining (similar to Pinduoduo, that is, the group is full of people, and everyone has a product, which is a very common way)
The second version: lottery group (win the prize to get the product, if you don't win the prize, you will return the amount + extra red envelope)
However, with the iterative update of the market, these can no longer attract customers. Most customers think about not winning the prize, and then get the extra red envelope issued by the platform. And the winners gradually no longer want to participate in the event because of the accumulation of too many products. So with continuous updates, we have put forward a new plan, that is, nationwide shopping, and the newly added gameplay is more attractive to users!
One of the big drawbacks of ordinary group joining is the single product. If a product is used to start a group, many people will not participate in it if they don’t need this product and other things. Will be greatly discounted. The second is the obvious red envelope if you don't win the prize. If you give more, then if you are a customer, you will definitely want to let you not win the prize and receive the red envelope.
Then our new version of the national shopping has made great improvements in the disadvantages, so that it has not abandoned the still popular in the market.
Then one of my clients’ specific gameplay is like this. He is an e-commerce platform, and he also did micro-businesses in the early years. Lets come look.
First of all, the products are diversified, and the equivalent products are placed in a group. If the customer wins the fight, he can choose a product at will and take it away at a preferential price.
Example : This is a group of ten people, fighting liquor, tea, health products or a valuable shopping currency specially set up by the platform. Then users will join the group with 200 per person. After the team started, three people won the lottery to get the product, and seven people didn't win the prize and got their principal refunded, so this alone is not enough to attract people, so other awards were also set up.
Three winners: 1. Take the product below the market price 2. Give the shopping fund equivalent to the principal 3. Release 10% of the shopping fund 4. Dividend points
Seven people did not win the prize: 1. Refund the principal 2. Give 5% of the shopping fund to release (provided that there is, and the prize has not been released after participating in the group buying before) 3. Give a 5 yuan red envelope to comfort
Whether it is winning or not winning, we have:
6. Enjoy the direct referral award
7. Enjoy Team Authority
8. Enjoy regional agency rewards
Extended information:
Self-operated on par with Jingdong?
From the development history of Meituan's e-commerce, it is not difficult to see that the advancement of its e-commerce is not slow, but there is still a certain gap compared with JD.com, an old player who has been deeply involved in the e-commerce field for many years.
First of all, Meituan merchants are not compatible with e-commerce merchants.
Meituan’s layout in the field of e-commerce is more in the life service categories such as restaurants, supermarkets, and wine tours, while the core categories of e-commerce platforms such as JD.com are concentrated in the fields of digital home appliances, clothing, luggage, and home department stores. The degree of coincidence is significantly lower. Therefore, Meituan's offline physical merchants seem huge, but they are not compatible with e-commerce business, which means that the degree of synergy between Meituan e-commerce and its merchants will be greatly reduced.
Secondly, the consumption habits of Meituan users and e-commerce users are different.
Meituan mostly focuses on restaurants, supermarkets, pharmacies, flower shops, hotels, cinemas and other offline physical businesses, and users are more inclined to eat, drink, play and travel on Meituan; while e-commerce mostly focuses on clothing, beauty, 3C electronics, and fast-moving consumer goods. Products and other commodities are mainly sold, and users are more willing to buy daily-needed products on the platform. Obviously, before users of Meituan e-commerce have developed the consumption habit of purchasing physical goods, it is still difficult to obtain the same high-frequency purchase demand as e-commerce platforms such as JD.com. And users' deep-rooted positioning of Meituan will naturally have a certain impact on its e-commerce business.
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