Declassified Group Buying Rules: Propaganda Is False, Real And Real &Nbsp; Fast Growing And Dying Is The Law.

Core tips

From 2009 to just over 10, to July this year, the peak reached more than 4800, with more than 100 thousand practitioners.

"By the end of this year, the number of websites purchased by the national group will probably remain between 3 and 5, and most of the group buying websites will be washed away during the" winter period ".

This is the latest outlook for analysts on group buying websites.

The grim reality has emerged: at the end of 8, at least 116 group buying websites in Beijing suddenly disappeared.

Since late September, Wo Wo Group, a well-known group buying website in China, has been caught up in massive layoffs and layoffs. Layoffs involve 10 major areas, including Ji'nan.

In October 14th, Wo Wo Group CEO Xu Maodong confirmed that the overall layoff rate was around 500.

How does the group buying industry, which is prosperous and prosperous, present a cruel struggle?

Since July 15th this year, reporters have entered the group buying industry through two rounds of online shopping online (website name aliases), and observed everything in a comprehensive, real and objective way.

Reporters hope to adopt "

Initial experience of regiment

Pull member: QQ spy war, waistcoat show staged.

Attract group members to buy, owners group "sword": a group of owners often mixed with three or four group buying website undercover.

At this time, the best way is to kill people by borrowing a knife. They will capture and publicize the publicity information and private chat content of other group buying websites, and send them to the group to report to the group owners and administrators. For the more strict owners, the advertising information will not be allowed to exist. Therefore, these undercover will be intercepted by the group owners or administrators.

"3, 2, 1, let's rush together!" in July 15th, the reporter successfully applied for the first day of online shopping online, and was assigned to the 1 group of furniture department furniture promotion, and had not yet entered the online office area of online shopping, and heard the exhilarating scream outside the door.

The reporter went through two rounds of interviews and entered online shopping online.

In the first round of interview, Luo Gang, deputy manager of the executive branch, tried to depict the advantages of online shopping online: "at present, the operation mode of our company is rare in China, we recognize second, no one dare to recognize the first.

Our operation mode is online group + offline trading.

Such a mode of operation can guarantee the quality of goods, and will not be like other group buying nets, not only can the quality of goods be guaranteed, but also the service will shrink.

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Group buying network two employees dress up as owners QQ group to attract customers.

The reporters who lurked in the furniture department to promote the 1 groups, summed up the work content in a sentence, and surfed the Internet every day, using various means to find every customer who could become a new member of online shopping online.

In seemingly simple and boring work, there are hidden mysteries everywhere.

The "spy war" which is always staged on the QQ platform is crowded with people.

In order to attract more members, employees need to obtain QQ group numbers of target owners through various channels, then enter the group with the identity of the fake owners, chat with owners, communicate with group managers, and fight with the same type websites, and get the contact information of members.

Online shopping online employees first is to improve the undercover personal data, from head to nickname, personalized signature, graduation institutions, friends impression and other information is very complete, it is best to open pat, space, photo albums, mailboxes at the same time......

In a word, wrap up a QQ that looks like a landlord.

After the completion of the installation, the 1 groups of furniture promotion staff will search the new housing and second-hand housing information through search website, Baidu and other websites. Record the names, Huxing, area, room number, average purchase price, property fee and so on, looking for the potential consumers groups that are most likely to buy products, then use the group search to locate the specific location of the target property, and finally record the book according to the name of the real estate, so as to make technical preparations for the "latent" main group.

However, because of the participation and contention of many group buying websites, camouflage is not an easy task.

In the past, as long as you used "Hello, 16 floors of the 5 floors of Huajing new city, please add" such information to disguise, you can successfully mix into "enemy garrison", but now camouflage information needs more personality.

"You can say," I am a few of Huajing, is this our owner group? "Or" Hello, the 5 Ya Ya. "

Yang Yang, a wardrobe promotion group, briefed reporters on their tactics.

After completing the first two steps, the online shopping online employees may succeed in blending into the Q group of the owners.

Sometimes, online shopping online intends to arrange two undercover in the same group, two people are chatting as owners, one person pretend to have the need to buy a product, the other plays the role of group buying organizer, two people sing together to attract other group members with the same needs to participate in group buying.

Finally, the pseudo owner (online shopping online employee) who first issued the demand signal left the phone number to enhance the credibility.

On the one hand, it is necessary for the pseudo owner to keep in touch with other owners. On the other hand, it is necessary to edit attractive and attractive information to arouse the spectator's desire to purchase.

Do not think that the owners of Q group only have online shopping online, a group buying network intrusion, a group of owners often mixed with three or four group buying website undercover, and in the cruel group buying site competition, is not allowed to "enemy" tolerance.

At this time, the best way is to kill people by borrowing a knife. They will capture and publicize the publicity information and private chat content of other group buying websites, and send them to the group to report to the group owners and administrators. For the more strict owners, the advertising information will not be allowed to exist. Therefore, these undercover will be intercepted by the group owners or administrators.

Online shopping online employees will be replaced by owners and administrators, and they will change their numbers and try to enter the group again.

"Hiding the promotional information in hot topics is not easy to cause the owner's disgust, which greatly reduces the risk of being kicked by the group owners or administrators."

Online shopping online is an internal promotion training material.

Staff members have made "vest" as a member of the group.

After the official entry, he got an online shopping online backstage landing account.

In peacetime promotion work, the indispensable job is to make "vest".

"Waistcoat" refers to some members who have already signed up in the registration list after entering the website activity page. These nonexistent members are called "waistcoat", and such "waistcoat" must be born about 10~20 a day. There may be more in some large exhibitions.

Therefore, careful consumers and businesses may find hundreds of applicants, but fewer than 100 people arrive at the scene.

Reporters close observation found that in addition to this "no waistcoat" there is another kind of "vest", this "vest" is a real person, but they do not buy the demand or no spending power, they can be roughly divided into three categories: first, some big uncle and aunt, they participate in activities just to get gifts; two is the company's friends and relatives; three is the other departments of the company's employees, such as brand establishment and operation colleagues, they from the standpoint of the standpoint or stand on the consumer's stand to spy on the business's preferential efforts or activities.

The biggest profit point of the exhibition is festivals, festivals and festivals.

The most "promising" department is the marketing department.

However, the entry threshold of the market sector is relatively high, and the old employees who are not working for 2~3 years can not enter.

UFO can be understood as Unknown Forever Office (never unknown Department), which is the greatest feeling for journalists as a new employee.

"The market is our foundation. If you want to go to the market department, you must start with the promotion department or the network department."

At the time of entry, Li Wei, director of Home Affairs Department, said.

The reporter made an excuse to contact the group buying of a sofa maker in Foshan, and contacted Zeng Hao, an online shopping online marketing department, to explore the secret behind the cooperation between online shopping and businesses.

When Zeng Hao recommended the exhibition program, the examples given are very powerful.

The "vinylon sofa" sold about 300000 yuan at the February exhibition. The list of exhibitions was followed up, and the turnover was 80 thousand yuan, with a total turnover of about 400000 yuan.

Originally, the exhibition is the biggest profit point of online shopping online.

Zeng Hao said: "9800 yuan one booth, one booth 9 square meters, but the general furniture manufacturer needs at least 36 square meters to have the effect.

Like sofa manufacturers, there are no problems with the two day's one hundred thousand dollar bill.

According to the cost of the booth bought by Zeng Hao, the reporter initially estimated that the cost of exhibiting the 200 square meters of booth will be nearly 200 thousand yuan, excluding the cost of the labor and pportation cost of the businessman. According to the 50 percent off old customers' booth discount, the business will have to pay the booth fee of nearly 100 thousand yuan.

According to Zeng Hao's booth layout plan, the rental income of the Everbright booth reaches 3 million yuan. The exhibition is undoubtedly the biggest profit point of online shopping online, which can explain why many group buying sites hold "high frequency Festivals" and "no Festivals".

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The propaganda of the regiment is false.

The company QQ group often appears the member "blacklist", that is to say, the furniture of the member is bought together, there is no need in a few years, later do not need to send short message or telephone.

In the month of unannounced visits, members were dragged into the blacklist almost every day.

"When you publicize, you can say that the store is the largest wholesale shopping mall in Guangzhou, and all the products are wholesale prices of factories. Although the factories surrounding them are still under construction, the price is still the price of the mall, not the wholesale price."

The head of the promotion team of the building materials department said at a meeting.

Reporters found that such a false and solid propaganda, in the promotion of activities is common, the purpose is very simple, as long as let members believe that the price of activities is the lowest.

In the online shopping online at the end of July held in the Xiangjiang home group buying campaign, the publicity said, "Hongkong's old brand of Red Apple furniture will participate in the group purchase."

However, on the day before the event, some members said they had gone to the Xiangjiang home for a "field trip" and found that Red Apple furniture was not involved in group buying activities, that is, online shopping members could not enjoy low price concessions.

On the second day, the reporter replied from the head of the event: "red apples have to participate, but the discount is not so low, up to 5% off."

However, on the day of the event, a salesperson at the red apple home store said, "we are not buying online group buying activities."

In the subsequent group buying activities of the golden horse family, the online promotion of red apple publicity is as follows: "before the red apple is not involved in group buying activities, but this red apple is participating, all 9 fold, this activity will be 100% return cash, the cash amount of the highest 2000 yuan, at least 50 yuan, it is eight points discount."

In fact, on the same day, in the group buying activities of the golden horse family, there was a certain rule of activity, and it was returned by scraping card. Therefore, not all consumers will return 2000 yuan, so only eight people can get a few discount.

Reporters at the scene heard and witnessed, many members of this group buying activities are very disappointed.

It is not just the question of honesty. Many people find that after some time, some group buying websites are dying in their eyes. They can only sigh for themselves. "During the period of unannounced visits, the company's QQ group in QQ's work often shows some members' blacklist."

"The" blacklist "means that all the members of the furniture are all bought, and no goods are needed in a few years, and they don't have to send text messages or phone calls in the future."

Employee Li Jiadao has a riddle.

In a month of journalists' dark visits, almost every day a member was pulled into the blacklist.

"Promotion can not simply rely on the member information we have in hand. We all know that the promotion effect of calling the members is not good. Only about 2 of the 50 members who are allowed to participate will come to the scene.

So we need to constantly acquire new members through QQ.

Wang Fang, director of online shopping online furniture department promotion 1 group.

The online shopping website shows that the website has introduced the bonus system of bonus points for gifts.

However, in an unannounced visit, the reporter found that there was no special department or personnel to carry out the system.

The old employee told reporters that most of the members of the group buying website were awarded in name only. "Not only online shopping online, but also there is no need to be" pure. "

Huge operating costs, absolutely not bad money.

The group purchase exhibition is usually two days. The location is usually in the Jin Han Exhibition Center. The rental of the stadium is about 14 yuan ~15 yuan / square meter / day. According to this calculation, the rental cost of the two day stadium of the 2 home court of Jinhan Exhibition Center is nearly 700 thousand yuan.

In addition, an average event will send 20000 short messages to members, which cost at least 2000 yuan.

After a month's undercover career, the reporters found that the online buying group's online buying sites face greater cost pressures than most online trading group buying websites.

Take online shopping online home sector as an example. Before every activity, online shopping will send text messages to members. The average activity will send 20000 short messages.

On the basis of excluding the cost of sending and sending software, the journalist calculated the cost of SMS for each activity by 2000 yuan for each message of 0.1 yuan.

At the same time, the activities of the household department are usually located in the furniture store around Guangzhou, so every activity needs to organize a chartered car to pick up the members.

In addition, in order to attract the participation of members, online shopping online will send out the stool with company logo, and the average activity will send 40 to 50 stools.

"The cost of a stool is about ten yuan."

An old employee said.

The exhibition is also facing enormous cost pressures.

Online shopping online group buying exhibition is usually held for two days, and the location is usually in the Jinhan Exhibition Center.

"The venue rent is too expensive, we have worked very hard". Liu Song, director of the project of Guangzhou Meisha Zhenwei International Exhibition Co., Ltd., who held several industrial exhibitions in Guangzhou, said that the rent of the venues in Guangzhou was generally 14 yuan ~15 yuan / square meter / day, while the Beijing Shanghai and Shenzhen stock was 10 yuan ~11 yuan / square meter / day, and the rent of Dongguan was even below 10 yuan / square meter / day.

The large exhibition area is more than 50 thousand square meters. "Open 6~7 days, an exhibition will run down, and we should pay more than 1 million 500 thousand yuan."

According to this price, the rental cost of the two day stadium of the 2 hall of the Kam Han Exhibition Centre is nearly 700 thousand yuan.

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New recruits took charge of human resources in March.

With the frequent flow of personnel, the speed of online shopping promotion is staggering.

In the time of the reporter's secret visit, 6 people were promoted, three of them were promoted to deputy managers and three were promoted to deputy managers.

Among the three persons appointed as deputy directors, they worked for four or five months and two or three months.

"To use a word to describe us is barbarism, and I want you to be" barbaric. "

Deputy manager Luo Gang has been so inspiring employees, "in the company's work, in fact, two words -" play for life. "

When we recruit, we will add the terms "priority from rural areas and poverty-stricken mountain areas", because children in rural areas are more able to bear hardships.

The salary of "Yali mountain big" is erratic.

After entering the company, the reporters took part in two group buying activities of the household department.

On average, there are only 10 staff members in each store, who are responsible for arranging the pick up, delivery, distribution, guidance and maintenance of order.

"There was a new guy before, he was mainly responsible for being a guide at the gate. Maybe it was too fat and too dry, sweaty DC, and quit in second days."

Luo deputy manager said.

In addition to weekday promotion, tickets will be sent to the designated places every Tuesday afternoon, with an average of 400~500 per person.

The large mobility of personnel has become a "chronic disease" of major group buying websites.

During this period of unannounced visits, the reporters found that there were 5 new members left and right before leaving the home department, which lasted for half a month and lasted for 2 days. Almost a few people came to the interview every week.

Since the Gao Peng network has been in China, it has been "digging corners". After that, the three major regional executives of the US group have left. In May this year, 300 employees of the handover network left Wo Wo Group collective.

In the face of constantly losing talents, the main way of online shopping seems to be continuous improvement of the basic salary of employees.

"The wage structure of our company is" base salary + working age salary + bonus + departmental dividends ", among which the base salary of newcomers is 1650 yuan, and the wage of working age is increased by 100 yuan per year.

Speaking of salary in the second round of interview, deputy manager Luo Gang said, "last year when I first entered the company in October, the base salary was only 1200 yuan, and then I adjusted three times."

After the formal entry, Zhou Dan, an executive who is responsible for the payment of wages in the home department, said: "according to the company's regulations, only 80% of the new employees will be paid in the first three months."

Three new employees who entered the company at the same time felt that the base salary was too low.

"An average of more than 50 yuan per day, excluding the rent is only less than 1000 yuan, eat at least 30 yuan per day, a month to count there are not a few dollars, and there is no meal subsidy."

A new employee said.

Li Jia, who worked for three months, said, "every month's performance bonus is not fixed. It depends on how much money is paid for the activity. If the money is returned, the bonus will be high, and the bonus will be less if the money is returned."

Many management departments have just been established.

The reporter found that most of the benefits of online shopping come from five major sectors, such as real estate, home, marriage, automobile and education.

The rest of the management departments include administrative department, personnel department, technology department, operation Department and brand building department.

Many of these departments were established only in the first half of 2011, which shows that online shopping is lagging behind in company management.

"We have recently clarified our respective division of labor. After two weeks of running in, efficiency has been constantly improving."

A person in charge of the operations department said.

"Our brand building department has been established for less than 4 months."

A brand building staff said.

The reporter learned from Luo Gang, deputy manager of the Ministry of administration, that the company's human resources department is also a newly established department. The person in charge is Li Jia who has worked for three months.

How can this imperfect human resource management deal with other companies' poaching?

Due to frequent influence of staff flow, the speed of online shopping promotion is staggering.

"If you go to other companies, you have to work for at least 5 years before you can be promoted, but you can't get promoted in a few months."

Chen Fei, who has been working for nearly a year, said.

In the time of the reporter's secret visit, 6 people got the online promotion online appointment book, three of them were promoted to deputy managers and three were promoted to deputy managers.

Among the three persons appointed as deputy directors, the four or five months worked for a short period of two or three months.