I want to do a group purchase, but I don't know how to operate it. Do you have any experience? It's better to be more detailed in the early and late operation modes, thank you.

Group buying institutions generally have two ways:

First, the group buying network cooperates with merchants, and the group buying network initiates group buying projects;

The second is a group purchase initiated by private individuals in order to see the goods they want, in order to strive for low prices. This person is called the team leader, who is responsible for bargaining with merchants and organizing group purchases.

There are three sources of income for the group buying network:

First, it comes from charging a certain service fee to customers who participate in group buying, which is generally a certain proportion of the cost saved for customers;

The second is the rebate given by the merchants who organize the group purchase, which is directly proportional to the total amount of the group purchase.

Third, product advertisements from merchants.

The organizer of group buying has another feature: it can't be a merchant, because customers have a natural distrust of merchants. It must be an institution or individual with high credibility other than an independent merchant. However, although the organization of individual heads is flexible, it is not lasting and it is difficult to become a profitable business; The group leader who can really provide group buying services for a long time must be a third-party organization with high credibility, which is also the difference between a group buying network and a group leader.

Group buying is aimed at all people who are interested in a group buying project.

There are three ways to determine the group purchase price:

One is that the head of the team-either an individual or a group buying network-talks with the merchants about the price in advance, which is generally a discount from the market price, and its price does not change with the number of group buying people. In fact, most of the initiators of this method are merchants. Although it is called group buying, it is more like ordinary online shopping and does not reflect the spirit of group buying.

The other is that the head of the delegation and the merchants discuss how much discount they can get after reaching a certain amount. This kind of group buying can well reflect the spirit of group buying, but one limitation is that its time limit is difficult to determine. Group buying will be effective only after the required number of people is reached, otherwise it will wait forever. This uncertainty in time is often daunting.

There is also the most common one: you can't know the discount in advance, and there is a rough discount amount at most. At this time, the head of the group has taken out the group purchase items, and when a certain amount is accumulated, you can use this amount to negotiate prices and necessary services with the merchants.

Of the above three, the third is the most widely used. The group leader can be an individual or a group buying network. A good group leader is the key to the success of group buying.

The following are examples taken by others for your reference:

Paying attention to the online community was at the end of last year, mainly because of the dissatisfaction with the "thinness" of community websites. I thought at that time: It would be great to be an urban community network alliance, and even consider publishing community newspapers to provide some practical information. After that, I have been searching and communicating on the Internet and formed some ideas.

Today, I read the post of Zhang Libo, vice president of Fundamental Network, and put forward several questions, which are discussed as follows in combination with my own thinking for a period of time:

First, the market prospects of community life websites

From my own personal experience, people's demand for community life websites is growing. For a long time, the old urban residential area, which is mainly formed by planned welfare housing distribution, has no concept of community in the modern sense. Now, with the advancement of housing commercialization, a new type of community, mainly buying houses and occupying their own homes, has gradually matured, including the following five basic elements: a certain number of community population, a certain range of regional space, a certain type of community activities, a certain scale of community facilities and a certain characteristic community culture. After buying a house, many residents keep searching their own community websites for the purpose of caring about the overall environment of the community and facilitating their daily needs, hoping to meet the needs of information exchange and daily life.

Judging from the current development of community life websites, it should be said that it is in its infancy. Many community websites come from the "owners' forum" of real estate websites, which is mainly the basic form of forum release; Some professional "online communities" are only preliminary structures and have no rich content. For example, Fundamental Network, China Online Community and Word-of-Mouth Network-Online Community all represent the first online community in China, but they have no obvious advantages.

Judging from the reflection of the capital market, community life websites are now favored by venture capital. A few weeks ago, I saw a report that the reputation of a website in Hangzhou engaged in this business will receive $654.38+million. It is not yet possible to confirm whether it is true, but it can be seen that the commercial potential of community life websites is being tapped.

Second, the dual value orientation of community life websites.

1, service orientation centered on community residents

At first glance, this question is too simple, even naive, just like advocating that the media should be "reader-centered" (in fact, it has not been done much now). However, the old and new positioning of the basic network has changed a lot. In the past, it was "to serve the industrialization and informatization of China community", but now it is clearly stated that it is "to serve the community life and interpersonal communication".

The Shanghai Municipal Government has also launched the "Community Informatization" project. The government funded the establishment of an "information garden" in the pilot community with the joint property of the community, so that the residents of the community can use the network and content resources free of charge, but the effect is not good. The key here is that the integrated management of community informatization is considered too much, and the community residents are not really the center to meet their actual needs.

At present, the actual needs of community residents mainly include:

Daily practical information: clothing, food, shelter, play, etc.

Community related information: environmental introduction, common telephones, bus lines, property management, community dynamics, etc.

Life service information: second-hand transactions, house leasing, housekeeping services, etc.

Community owner communication: community friends, community forums, offline communication, etc.

2. Positioning of community classified information service platform.

Nowadays, in commercial sales, the phenomenon of "terminal is king" is becoming more and more obvious, and various hypermarkets have entered a golden age. But at the same time, the value of the "last mile" is also prominent, so the market potential of community classified advertisements is huge.

It should be noted that simply listing the shops around the community is not effective. The community life website must pay attention to the interaction between users and businesses, focus on gathering all kinds of businesses related to life information, and provide various functions including business display, online comment, online group purchase and so on. Residents can conveniently browse the latest commodity information of merchants, ask questions and leave messages to merchants, gather people who are also interested in a certain commodity for group purchase, or find like-minded people to initiate activities.

Remember that the former orientation is the basis and premise of the latter orientation, and any quick success and instant benefit will be difficult to work.

Third, the operation mode of community life website

Because it is a new website, everything needs to "cross the river by feeling the stones", but some operating principles are still very important. At first, I had the following thoughts:

1, more emphasis on practical application, less publicity of "advanced" technology.

Perhaps because of the consideration of attracting VC, most community life websites are emphasizing their technological advancements: WEB2.0, SNS…… ................................................................................................................................................. Community life websites should emphasize the convenience of residents. The "China Internet Community" emphasizes several points that are not bad:

Localization-Provide the closest information.

Facing life-providing the most useful service

Interactivity-providing the most open platform

2. Centralized breakthrough and rapid regional replication.

At the beginning, it should be "crossing the river by feeling the stones", so the website should first build a pilot to "make a single breakthrough" and explore a good profit model. Of course, whether this "point" is a community, several communities or a city needs to be considered according to its own personnel and funds. An ideal city is divided into several regions, and each region has key communities. A single spark can start a prairie fire.

3. Pay attention to the construction of talent team.

At first, the most difficult thing was money, and the most difficult thing was people.

After browsing the model community of several websites, the construction is still very vivid, which is estimated to be the key investment of manpower and funds. However, the backward advancing speed has become a bottleneck. The following are the latest statistics of "China Internet Community":

Open community: 22922

Registered merchant: 65660

Registered member: 24286

Information article: 52464

Number of people online: 1600

In the more than 20,000 communities, the number of members is very small, and the number of online users is pitiful. Many community websites are just "empty houses". There are two key types of people missing:

(1) moderator of the community website: He is very important to the activity and development of the community website, and the content maintenance, update and activity organization of the community website depend on him. It is relatively easy to recruit moderators, so it is necessary to keep their enthusiasm well. It is suggested to reward them by selecting excellent community websites and give them some subsidies on a quarterly basis. It costs a lot of money, but it is more effective than blind advertising.

(2) regional agents. After the operation mode is relatively mature, you can choose agents to replicate in other regions. It is very important for agents to agree with the website model. You can also take the form of a chain alliance, provide corresponding support in the early stage and share it in the later stage.

References:/kexuzhang/archive/2006/07/21/971585.aspx.