团购网站营销为王,治标不治本

Tips:团购市场越混乱、团购网站越多,团购导航网站活得也就会越舒服。如果市场上到最后只剩下5家团购网站,问:团购导航是否还会存在~?

 

问题:

目前,中国“千团大战”愈演愈烈,大的团购网站们纷纷在广告和营销上不计血本的烧钱,以走马圈地,确保立于不败之地。小的团购网站们如割韭菜般,一 茬刚刚死去,下一茬又以更迅猛的速度生长起来。而团购导航们到乐的清闲,坐山观虎斗之外,已经赚得盆满钵满。作为国内融了一笔巨资的财大气粗的团购老大的 拉手网,除了站台广告、地铁广告、楼宇电视广告等户外广告,以及网络广告、传统电视广告之后,又把战场烧到了广告代言上。拉手网宣布邀请著名演员葛优担任 形象代言人,参与新一季由葛优拍摄的广告片。据了解,此广告将从5月16日开始登陆央视黄金时间。拉手网创始人、CEO吴波表示,随着竞争加剧,包括一些 还算知名的团购网站都可能会收缩或关门,届时能活下来的大型综合类团购网站不会超过5家。团购网站们如此烧钱抢占市场,是否会取得理想的效果?

诊断:

目前,最流行的一个商业理念是:以“人”为本。“人”决定着他要不要产生购买行为。所以团购也必然是以人为本的。但团购有个致命的问题:团购一般不 是满足人的迫切需求的,而是满足人的额外需求的,属于额外消费的范畴。因此,作为团购网站和参与团购的商家要考虑的是如何在大家可买可不买的情况下,让大 家掏出口袋里的钱来。你做到“不超过5家的大型综合类团购网站”就能让大家掏出钱来了吗?请明星代言大家就愿意掏钱了吗?这显然是很有问题的。有多少家团 购网站,这也绝不是这些大型团购网站们该去“操心”的事。这种彼此的恶性竞争,对自身有多大益处难说,对整个行业的损害却是显而易见的。团购网站要做的该 是如何让消费者在可买可不买的情况下,促使他们消费,这才是团购网站做所有工作的核心中的核心。

很不幸的是,团购网站们很乐于彼此厮杀和窝里斗。但目前形式上主要采用的还是打折,大家都很笃信打折的力度越大就越吸引人掏出额外的钱。这种思路是 没错的。但仅靠打折,没有差异化,只会陷入恶性循环的无休止竞争中。这也给了团购导航们广阔的生存空间,并大有团购导航制约团购网站之势。

其实,回到“以人为本”这个核心概念上来。团购满足的只是人们的一种情感诉求。打巨大折扣在人心理的循环是:发现、惊讶、喜悦、冲动、购买行为。而这个心理循环,才是比单纯的打折更值得深入思考的一个层次。其中“发现”(Discovery)不但占据了第一道门槛,也在整个团购过程中占据了核心地位。一定程度上,团购导航们比单个团购网站的强大之处,仅仅在于它给予了人们更多的“发现”的选择。所以,回到团购的本质上来,它应该是在合适的时间、合适的地点、合适的场合,让合适的人主动去“发现”和“探索”自己合适的产品,有足够“惊讶”和“喜悦”来产生“购买”冲动的一种商业形态。

拉手网请葛优代言,是为了提高网站知名度,好实现更多的人来使用拉手网。满座网、团宝网等在楼宇电视里拼命砸钱,也是同样的目的——走马圈地,先把 人拉过来。美团网则通过DQ事件获得了质量服务好的声誉,其实也只是售后保障的问题,赢得客服一流的美誉度。这些都是团购网站们最迫切的需求,也是当前它 们正在做的事,这是没错的。但我想说的是,团购不是单纯的价格之争,也不是知名度之争,也不是质量服务之争,尽管它们在团购中都占有极其重要的作用,团购 最核心的其实是“发现”的体验之争。

但中国有史以来进行的成千上万次团购实践里真正称得上触及团购本质的事件却寥寥无几。美团的“三八”节0元抽奖送40年“卫生巾”基金活动,美团的 0元团购iPhone4,以及拉手的0元团购奔驰汽车等等活动,都属于很好的“发现”活动,一定程度上,它们的海量的用户很多都是通过这些“抽奖”的活动 聚集起来的。这些活动虽然形式上已经触及了团购的本质,但其实只是一种简单的打着团购外衣的“免费”“抽奖”行为,是不能大规模采购的也不能持续的活动。 把优质的“发现”和“免费”分离开来才是中国团购未来的必然发展道路。不过,我们也欣喜的看到这样的例子正在慢慢涌现:学生长假前一两折电影票的团 购,SNS和游戏网站新上线虚拟物品限时免费试用,高端团购网站奢侈品限时折扣等等都是有益的探索。而这才是团购网站好的和必然的发展方向。

中国的领先团购企业在圈地之外,最急需的其实是寻找“发现”之路,甚至后者的优先级比前者更高。这既不是“赚钱”的问题,但也不是“免费”赚眼球和 用户的问题。这是为用户找到更大“兴奋点”的问题。否则,团购网站们等烧光钱之后,就只有被团购导航和各大渠道商们肆意宰割的份了,还会面临用户们越来越 挑剔的眼光,成为产业链条上没有话语权的弱者。

团购网站迫切需要发掘“发现”的价值,参与团购的商家也同样需要发掘“发现”的价值,这样才能做到薄利多销。让用户总是“发现”“惊喜”才是正是整个团购产业链的灵魂和保持生命力的秘密武器。

原文来自:http://tech2ipo.com/8933

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