Chapter 429 The situation is very strange
The unknown will make people fearful, so a new opponent is often more terrifying than an old opponent.
Especially when the experience you have accumulated in the marketing is completely useless to this new competitor, you will find that you need to follow his thinking and make changes.
In today's group buying industry, each website has its own style, and only the style of group buying is vague. But today, they have finally figured out that the biggest reliance of group buying is its own ground-based iron army.
Everyone in this team has experienced more than three field marketing campaigns and is familiar with the markets in major first-, second- and third-tier cities.
Every person is an all-terrain soldier.
During the promotion process on Zhihu, they gradually joined teams in other cities, took over the promotion of group buying in the later stage, and became small leaders in each team.
But when the business in Shanghai started, they were reorganized back and were able to move freely in their own land.
This requires very strong dispatching capabilities and very strong command efficiency. No one knows how they do it, and no one knows how they can transmit orders accurately.
But judging from the current situation, there is only one reason why group buying can quickly create a gap in Shanghai.
But when everyone began to understand their opponents, a lot of the panic disappeared.
They think that no matter how strong the group-buying promotion is, it is still made up of people. Since it is made up of people, how can it not be tired?
Even if group buying treats their own ground-based sales force like donkeys, they will definitely not last more than a week with such a high intensity of business volume.
Especially since it is far away from the university town and the radius of its business has expanded five times, the group buying promotion will certainly not be as wild as before.
Moreover, if group buying continues to expand to the areas where it has been promoted so far, that area is the key business area of Lashou.com and Nuomi.com. Everyone is already prepared and will no longer be caught off guard by surprise.
Being fast is awesome, but being big is often a fatal condition.
Group buying attacks when everyone is not reacting, but it can only work once. When the big websites are prepared, their chances to take advantage will be very few.
“Following the current path of group buying, we can arrange for a special promotion in nearby business districts.”
“Although group buying has made a lot of noise, if they want to start a price war with us, they will definitely not make any waves.”
"As long as we interrupt his rhythm and block his path to the city, he won't be able to hold out for long given his current size."
"Group buying websites are all about consumption. No matter how fast you buy in a group, it will be in vain if you can't sustain consumption. So I can only say four words: don't be afraid."
"It's just right. Taking advantage of this targeted promotion opportunity, we can also train our own field promotion team. We should improve efficiency and strike with precision, just like group buying."
After everyone discussed it, a sniper team-building plan was finalized.
In their eyes, sneak attacks like group buying may really be a good deal, but in the face of real money, it is just a lot of noise with little result.
But at this moment, Robin's brows never relaxed, instead he looked more deeply at the bustling night outside the window.
War of attrition...?
At 6:45 in the afternoon, the Shanghai branch finished its meeting and then everyone dispersed. Cui Yiting left the branch office, took a taxi back to the hotel, and couldn't help but sigh.
It was a great vacation, but I didn’t go to the places I wanted to go, nor did I do the things I wanted to do. In the end, I left in a hurry and came back in a hurry. It was really frustrating.
She removed her makeup, changed her clothes, opened her laptop, and clicked on the group chat of Sui Xin Tuan.
Although the website has been acquired, the Sui Xin Tuan group has not been disbanded. She, Zhou Zhenhao and Ye Ziqing often chat about things in the industry in the group. After all, three stupid generals are better than Zhuge Liang.
"In just five days, group buying has already opened up a business area in Shanghai, and we barely had time to react..."
"Their marketing team is very strong."
"When Suixintuan entered the Shanghai market, there were no competitors, but its speed could not catch up with the current group buying."
"You guys, can anyone really make full preparations for the end of 2010 in 2009?"
After hearing this, Zhou Zhenhao immediately shouted that it was impossible, absolutely impossible, and that nothing he said was possible.
For doing business, a long-term vision is a basic element, but human resources are limited. When he founded Zhihu in 2009, he was already preparing for the battle at the end of 2010. That's not a long-term vision, but a predictive ability.
If that guy can really see that far, then we should all give up the game and just give up the market.
Zhou Zhenhao didn't know why, although he didn't have much contact with Jiang Qin, he was annoyed when others praised Jiang Qin as a legend. This might be because when the Sui Xin Group encountered the biggest dilemma, Ye Ziqing did not choose to believe him, but called Jiang Qin for advice.
Whenever he thought about this incident, he felt suffocated as if he had been cheated on.
Why did he go to Shenhua? Did he do anything extraordinary? He took over a market share that was not as big as when Sui Xin Tuan went bankrupt. Is that so important?
"Don't deify your opponent. This will only boost their morale and destroy your own prestige!!"
Zhou Zhenhao deliberately used an exclamation mark, as if to express his dissatisfaction.
"That's right, but Jiang Qin is really good at blocking time. I didn't even have enough time to take my leave and had to rush back. I didn't even have dinner today because I had to work overtime in a meeting."
"Does he have to coordinate his business with your vacation? That's wishful thinking."
Cui Yiting pursed her lips and continued typing with both hands: "In fact, I regret coming to Shanghai. I feel like there is a shadow in my heart. Although I have a strong support like LaShou, every time there is a competitor competing for the market, I still feel powerless like in November."
Zhou Zhenhao immediately responded: "Yiting, you worry too much. What was the situation of the Sui Xin group at that time? LaShou and Nuomi were eyeing us covetously. Now it's just a group buying, it's much easier."
"That's true..."
Zhou Zhenhao and Cui Yiting have both joined LaShou, and their identities and camps have also changed.
They could now talk freely and naturally about the failure of the Sui Xin Group, and they had even long lost the previous decadence and loss. But Ye Ziqing was different.
She is a competitive woman, and she did not join LaShou in the later period. Her mentality is still on the side of Sui Xin Tuan, so from her point of view, she cannot accept the two people making fun of Sui Xin Tuan's failure.
So after a few minutes, Ye Ziqing said frankly that he was a little sleepy, then his avatar turned gray and he left the group chat.
Lashou.com and Nuomi.com have already made preparations and plan to use price wars to make group buying platforms have signed up merchants but fail to attract consumers.
This behavior is actually the same as LaShou and Nuomi joining forces to deal with Sui Xin Tuan.
No one can withstand the consumption of two giant group buying websites, which is why the rich will get richer, but the poor will get poorer.
A smooth beginning is not the best, this is the truth she concluded when she was running the Sui Xin Tuan.
But what happened next was far beyond everyone's expectations.
On the sixth day of the group-buying promotion in Shanghai, the speed remained the same, and a shopping mall surrounded by many companies was signed, thus expanding into the second market.
This time, Jiang Qin personally led the team to discuss business with the mall manager.
No one knows what they talked about or how much they paid, but their cooperation was indeed finalized. This is the first real and complete business district that Pintuan has obtained after the university town.
As the marketing manager of the Shanghai branch, Cui Yiting and the marketing department had already done the warm-up for the event, but they still hadn't received the funding.
"It's been a while since I looked at the group buying market from a global perspective. I found that we have all overlooked a problem, which is that everyone has no money."
"Lashou.com and Nuomi.com jointly sanctioned Suixintuan, but they also suffered heavy losses themselves."
"Now they have put the remaining funds into the sinking market, planning to expand into more cities and get the next round of financing. And they need more financing than their competitors to ensure that they can win all the way."
"If...if we withdraw the funds at this time and subsidize the Shanghai market, other markets will be stretched and business will stagnate."
"Yiting, he didn't come here to expand his business while you were on vacation. He calculated the weak period of the fourth round."
"The group buying industry has developed to a point where the investment structure is already quite complex. Capital without the ability to invest has stopped following suit, and capable venture capital firms have become cautious. Even more capable ones are still waiting and watching. This time, whoever can't hold back will lose first."
“…”
"Moreover, if I were the boss of Lashou.com, I would think that group buying is not yet a popular business and it is not worth disrupting the future layout for it."
The fact is just as everyone discussed, Robin did not get the cash flow support in the first time, and their activity plans were temporarily shelved.
On the contrary, the second- and third-tier markets have stepped up their pace of development, even including the surrounding counties. The group buying business in these cities has indeed suffered a severe impact.
You go to the rear to steal the home? Interesting.
Then you can forget about the second- and third-tier markets! As a result, group buying entered Shanghai, but the real battle was transferred to the second-tier markets.
In just one week, group buying’s market share in the second-tier market dropped by about 20 percent.
All websites are preparing for the final round of sprint, aiming to use the most outstanding results to open up a smooth road after the new year.
This impressive achievement does not mean that I have stabilized the Shanghai market, but rather that my website now serves many cities.
"We want to trade our second-tier cities for their first-tier cities!"
At this moment, what Jiang Qin said in April has come true.
As a result, the entire market situation became very strange, strangely unreasonable, yet very reasonable.
Half a year ago, group buying took over the second- and third-tier markets at the lowest cost and is waiting for everyone ahead.
Half a year later, they turned their guns around, once again avoiding the main battle zone, and took over the market that Sui Xin Tuan had tried its best to protect at the lowest cost.
People feel that group buying is too slow. It has been more than half a year since the start of the group buying, but it is useless to take action now.
But after seeing this scene, people realized that, damn, group buying has always been ahead of everyone else! Of course, Lashou and Nuomi will not allow group buying to mess around in their territory.
Chang Changsong, the head of the branch of Robin and Nuomi.com, did not get the funds, but received a call from his boss. Although the two bosses had not discussed it, their speaking styles were surprisingly similar.
When doing group buying, we will definitely spend money, but we can’t spend money repeatedly in the same market.
Besides, if you don't have money, you won't be able to do marketing? Then what's the point of me supporting you?
(End of this chapter)
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