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“GroupON”会不会沦为“功能”

互联网的世界确实够扁平,大家关注的事情和接触的点,很容易撞车。几个月前杭州5G聊了一回团购,大伙在BetaCafe的包间好好围观了一次 Groupon.com;随后这几个月不停的有朋友跟我谈起这玩意儿,几个月来对Groupon和互联网团购算是有不少思考;今天,王兴在搞一轮“饭否用户收尸”,充分博取了大家的关注、好感、同情之后,对外公布了王兴版的Groupon,和以往的王兴模式一样,一贯的完全照抄,连运营方式都差不多。

很多人说Groupon的模式不是什么团购,是“限购”,其实还是一个意思。要知道所谓“限购”真的只是一个传说,其本质还是团购,最终所达成的目的还是一批人同时消费一种服务,从而得到集中消费的各种好处。有位仁兄说“淘宝的秒杀是一种营销行为,其实也是一种团购行为”,这句话我一直很认可,限购、秒杀、定量下单其实都是团购的一个变种而已。

互联网上的团购行为一直存在,这个市场的利益也同样存在,虽然大家说不清楚利益到底在哪里。

像淘金一样,篱笆网已经证明了在中国这条水沟里是有金子的,至少他看到了。但,篱笆网其实也证明了另外两点:第一,团购不是在所有领域有可行性,且需要大量原始人气积累;第二,线下服务能力要远比线上重要,而地域性很强。

当然,Groupon的团购模式和篱笆的模式大不相同,组织方式、营销方式、付费手段、金额大小、重点消费类型都完全不一样。 Groupon的模式更互联网化,线下服务可以很弱甚至没有且不受地域限制(虽然Groupon的地域特征其实也很明显,但他可以迅速在各地复制就算是没有什么太大的地域发展局限),而篱笆的模式没有线下几乎无法运转。

Groupon的模式怎么看怎么趋向于完美。但在中国这个环境里,Groupon的模式却让人有很多的不放心。

首先,如果我们把服务按照线上和线下来分。线上服务会面临着太多的竞争对手,别人已经做了很多年,线下资源积累的丰厚程度非常之高,在没有较大已有基础用户群支撑的情况下,几乎没有突破的可能,顶多沦为一个商家促销的小窗口。而线下服务就会面临着必须地域的局限性问题。

Groupon虽然有百人的线下团队,但它的线下团队所做的工作基本上都只是对于商户的“售前”服务和调配管理,几乎不牵扯什么个人用户的线下服务。它用 一个完美的模式,接入商户之后完全由商户和消费者在其平台上自由运转。而在国内,这样的团购服务,必须要有较强的针对于消费者的线下服务能力,平台方必须 要用参 与的方式充分保证消费者所得到的服务质量。 然后,一旦牵扯到线下服务就会面临篱笆网所出现的问题:地域局限性很大,发展瓶颈很大。

还有就是,这种模式的领域局限性问题。 家装、服务业、母婴、化妆品、… 算来算去,其实团购模式所面对的市场很小。

Groupon确实是一个很好的概念。但如果照抄他的所有模式,在我们的这个环境下将很难运营,无论在信用担保、营销推广(Groupon在社交网络上的营销推广非常好)、增值服务、佣金回扣等环节都需要做很大的本地化改良和创新才行。

这些创新是发展的需要,也是保命的需要,因为我实在不想看到Groupon这个模式,在国内出现twitter同样的命运:先出来一批照抄twitter独立平台方,用户群很窄众,然后被现有平台方作为标配“功能”引入,最后被已经拥有大批资源和存量用户的大企业给踢出游戏桌。

唉,很多话不便多讲不便细讲。只能点到即止,有研究的人应该能明白。

update:流量大、现有用户多、用户数据丰富,不一定可以做好团购。靠流量和大用户全抄Groupon有点像反正树上的果子多,石头扔过去总能撞着一个,小时候我这么干最多只能打下半片树叶,经常砸了不远处的屋顶。真正的关键是给有共性需求特征的群体,提供他们需要的服务。 Group是基础,针对于这个Group再on,on便宜、新鲜、潜在需求、便利、虚荣心、甚至社交渠道,都可以。

分类:互联网, 电子商务 ,10/03/04 10:20 下午 | 149,206 次浏览 |

网友评论(244)

  1. 第一个来看,提到我们公司,三口油。
    今天王兴也弄了一个生活消费类的团购,看来来越来越有意思了。

  2. 任何东西完全照抄都很难运营,这个道理不用说应该都明白吧……这篇文章就是想表达这个谁都明白的道理吗?
    我想王兴应该是有考虑过才下手的。期待更有建设性的观点。

  3. 从各方面来看,今年应该是电子商务的爆发年啊,国家队、垂直和地方性电商、B2C巨头们愈演愈烈的平台化,应该会很好看。

  4. 我一个朋友今天刚被王兴团队招过去第一天上班,做市场的。groupon模式在国内尚无成功先例,团购网站也一直没能兴风作浪,这一次王兴能把他做到什么程度?不过这样的模式能否适应中国的消费习惯依然值得商榷!

  5. 就是当了一把炮灰

  6. “GroupON”会不会沦为“功能”
    过一两年回头再看,很可能会被言中

  7. 不说话,只顶一下。

  8. […] 这些创新是发展的需要,也是保命的需要,因为我实在不想看到Groupon这个模式,在国内出现twitter同样的命运:先出来一批照抄 twitter独立平台方,用户群很窄众,然后被现有平台方作为标配“功能”引入,最后被已经拥有大批资源和存量用户的大企业给踢出游戏桌。 [来源] […]

  9. 结果是不言而喻的。

    只要有前景的功能,一定会被具有人气的平台运营商平移过去,变成人家的一个功能而已。

    所以,现在要想在互联网行业创业越来越难了。

  10. 王兴就喜欢全盘照搬。。。 不过他搬过来的东西相对都是比较成功的,这次美团网只不过是他的公关炒作罢了

  11. 唉,很多话不便多讲不便细讲。只能点到即止,有研究的人应该能明白。

    恩 恩 心态~方式. 唯有太阳的光芒才能冲破叹息之墙。

  12. 已经是功能了……

  13. 经常来你博客,就是更新慢了点!

    其他的还好!哈哈

    看你的文章多少总有点收获!

  14. 好产品是运营出来的。抄不抄也只是我们这些从业人员在讨论,真正有需求的用户不关心这个。

  15. 历史总是惊人的相似。。。。哈哈

  16. @nic
    好产品是各方面的配合出来的,不是单单运营出来的。
    抄袭表明了网站拥有者的一种态度,并不是简简单单的从业人员的讨论的话题
    好产品是绝对早已考虑到用户需求

  17. GroupON是肯定会沦为功能

  18. 小白越来越玩深沉了

  19. 这个,还真的,很难说~~

  20. […] 所以我觉得更靠谱的方式肯定是基于已有的用户和社区,就跟水木上团购版火是因为水木本身有这么大一批人在这里天天讨论一样,假如人人/开心/康盛/点评做个”团购“插件,IMHO,大部分专注做groupon的网站可能直接就挂了。就像白鸦所说:Groupon有可能变成一个标配的功能。当然,创业不能老想”如果人人做/腾讯做怎么办“(否则还创毛),不过这里的竞争壁垒,确实还比较难找呀。 […]

  21. 我比较同意14楼的意见!好产品是各方面的配合出来的,不是单单运营出来的。

  22. 昨天刚知道groupon,信息闭塞啊。。。
    现在有几家在抄袭啊?昨天听说了个美~~~团网
    模式是好,关键在于运用,团购真的要落到实处,平台提供者很关键

  23. […] 唉,很多话不便多讲不便细讲。只能点到即止,有研究的人应该能明白。相关话题:电子商务之团购 源地址:http://uicom.net/blog/?p=864 标签: 科技 网络 技术 最新 网站 前沿 发表评论 评论 (0) 引用 (0) (订阅这个帖子上的评论) […]

  24. 只能期望着能改变现状

  25. 个人感觉现在团购发展还是很有难度~特别是买吃的那些东西的话……

  26. 看了一下,界面都一样

  27. 都没听说过的关键词,看来我落伍了

  28. 在这里第一次听说王兴美团网,还有groupon,信息闭塞啊,看来以后需要更多的时间来关注了~~~

  29. 篱笆网其实也证明了另外两点:第一,团购不是在所有领域有可行性,且需要大量原始人气积累;
    //是的,不是所有领域有可行性,团购需要原始人气积累也没错,但不是要一直等到剧集大量用户才可以;

    第二,线下服务能力要远比线上重要,而地域性很强。
    //线下服务的重要性源自于团购的产品有差异,淘宝的卖家没有线下服务,东西卖的照样很好;地域性是很强,因为其销售的产品服务所处的行业情况造成了诸侯割据,但是地域性不是关键性问题,篱笆异地扩展的失败并非源自于此。

  30. TO 火星:

    我认同你说的团购产品的差异导致线下服务的重要性也不一致,但是白鸦说的也没错,篱笆所聚焦的家装这个行当,地域性的影响至关重要。

    当然,从运营角度来说,篱笆异地扩展的失败,是篱笆在其他城市本地化的失败,和家装这个行业的地域特色没有必然的因果关系。但可以理解为篱笆的社区论坛没有成功实现异地的本土化,导致篱笆的家装业务也无法落足某个城市。

  31. 很快就会沦为“功能”

  32. 有一段时间没来了,恰好碰到更新,作为新人,我只能学习。

  33. 好像这次留言改变了方式,之前要验证码且无返回提示。

  34. 坐在betacafe,靠着窗,感受着网络,倍感轻松,enjoy……

  35. 对于白鸦所说的“功能化”,并不完全赞同,我想所谓的大企业应该就在说他们家淘宝吧。大企业虽然的的确确有资源和用户的优势,但不代表能把其他小企业给T出游戏圈。用户群很窄众意味着定位及功能的明确,能够快速聚集和抓住目标群体,在推广中能够让用户有一个明确的品牌的印象。据个例子,有一个人要去买英语书,有2家书店让他选,一家叫做A市综合书店,一家叫做A市外文书店,他会去哪一家呢? 我想美团如果操作得当,前景还是不错的。游走在鲨鱼边上的小鱼们不是照样安逸么。从另外一个角度看,正是因为有淘宝这样的网站存在,构筑了这样一个网购环境,美团才能生存的更好。

  36. 同意LS JOJO的观点。就算他作为有些平台的“标配”,如果不能笼络一群人,他的功能只是负担,甚至是“死”功能。同时,对Groupon的模式也比较看好。就算被各大家争相模仿、竞争,应该也不会出现twitter的情况。毕竟用户对于精神上和金钱上的索取是不一样的。对于娱乐性的消耗可以任选择平台(不管是大众还是小众,只要存在一群人对他的追随)。而对于会产生购买性质的,在意是他的价格以及专注的平台服务。美团只要能够做好资源上的铺垫和高质量的平台服务,就有机会能创造高的价值。追究其根本就是一定量的用户粘性。

  37. 最后估计会和校内一样吧–被购。

  38. 小白越来越玩深沉了

  39. 深沉!!!!!!!!

  40. 灰常不错。不过说真的有些名词还是第一次听说

  41. 本来就不需要这么多“功能”的独立存在,只是平台的开放化不知在中国怎么走的顺

  42. 恩,同意JOJO

  43. 现在需要的是创新!

  44. 模仿谁都会,问题是会不会创新

  45. 有些东西在中国无法生存

  46. GroupON,没看太懂

  47. 很荣幸能来到您的博客,觉得非常的不错!
    疯子最近感情有点问题,所以请您到疯子的爱墙帮疯子留言祝福。让疯子的老婆不要生气了!
    您的一句祝福,可以挽留一段美好的爱情!
    LOVE.9696E.COM

  48. 不错啊

  49. 刚才发了一个评论,哦,my god 还要审核

  50. 归根到底,还是中国的物流和消费能力不行!
    期待美团更加的中国化

  51. 大家都很关心团购,我们这个团队也在做类似的产品。请参考淘宝开放平台官方BLOG.

    摘一些片段:
    团购与消费领域(商品/服务特征分析)、用户需求和购物心理分析的关联关系:

    越是跟流行时尚(服装配饰、化妆品、家居生活、汽车配饰等)搭边的非标品,个性化需求越强烈,比较难形成共性的消费需求。

    相反,大众类消费领域,比如餐饮美食、健康美容美体、运动(场所和活动)、娱乐(电影等),非常容易聚合共性的需求,我总结这部分需求为“每个月总是搞那么几次”。

  52. 应天而应

  53. 之前创业团队就做了一个模仿的网站…无奈直接挂掉。
    抄模式还是要脸皮厚些,不然干不好啊…

  54. 看你的文章多少总有点收获! 谢谢了!辛苦了!

  55. […] 发现消费需求,引导消费需求,保证消费的质量,这是最关键的事情。所以,Group是基础与核心,On是保证Group可以持续良 好的存在下去的手段。这应该就是白鸦说的“靠流量和大用户全抄Groupon有点像反正树上的果子多,石头扔过去总能撞着一个….”这个错误的 想法。 […]

  56. 学习学习

  57. 很有这方面的可能,前段时间看19楼就推出了类似group on的功能,不知怎么回事,现在不见了。
    其实个人感觉,地方性社区+group on是很好的模式

  58. 空间已收藏 赞同楼主观点。 现在网站抄袭风太严重,一个好的创意出来不久就会被跟风糟蹋,限于技术、资金、用户资源等条件,好的创意最终被大型网络平台拿去,对于小型团队和个人而言,互联网创业确实越来越难。

  59. 学习一下。

  60. 团购网越来越多,看到其中的利益,众多巨头也参与进来,同时也不乏风险投资进来,无形之中,团购的门槛越来越高,竞争也将更加激烈。如何从中杀出一条血路来,将成为团购网2011年的重要课题。差异化、大胆创新、尝试崭新领域的团购业务等等,或许将成为突破重围思路之一。

  61. love your blog, its very helpful and informative

  62. great post guys

  63. Very interesting post, extemely well thought out and put together. Keep up the good work.

  64. Heard about this site from my friend. He pointed me here and told me I’d find what I need. He was right! I got all the questions I had, answered. Didn’t even take long to find it. Love the fact that you made it so easy for people like me.

  65. 学习了

  66. Great post, love your work. Very well thought out and put together.

  67. Hi there,
    Really nice job,There are many people searching about that now they will find enough sources by your tips.
    Also looking forward for more tips about that

  68. 我也弄了个团购网,可是线下服务跟不上啊。快要崩溃了。

  69. Superb site you have here but I was wondering if you knew of any community forums that cover the same topics talked about here? I’d really like to be a part of online community where I can get suggestions from other knowledgeable individuals that share the same interest. If you have any suggestions, please let me know. Appreciate it!

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  71. Groupon is such a great invention. I am so happy I took a subscription. Saved me lots of money.

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