Ten million dollars will be used for urban expansion. According to Feng Xiaohai, the financing of 10 million dollars was basically finalized a month ago. After the completion of this financing, Manzou.com will quickly start to deploy in the national market. Manzou.com will open sub-stations in Beijing, Shanghai, Qingdao, Hangzhou and Nanjing. It is estimated that by the end of the year, there will be group buying stations in 20 cities across the country, and this number is expected to reach 50.
In view of the large number of domestic group-buying websites and the serious homogenization of group-buying products, Feng Xiaohai said that after financing, Manzuo.com will further favor group-buying products to middle and high-end users. Although it may lose some users by favoring products to this group of people, high-quality group-buying products will also greatly enhance user stickiness. "It's like if we buy a cake and go to McDonald's, it's not just McDonald's that doesn't want to confuse it with the cake, but the user's.
It is reported that there are nearly 400,000 registered users in Manzuo.com, among which active users account for a large base. Manzuo.com's effective click conversion rate is about 3%, and the overall gross profit is above 20%. However, when talking about the topic of profit, Feng Xiaohai said that before obtaining this round of financing, Manzou.com was really considering the issue of revenue, but it no longer specifically considered the issue of profit. "For us, it is more important to accelerate urban expansion and enhance the consumer experience of users."
Prior to this, Handan.com, another domestic group buying website, also received two rounds of financing of * * * 10 million US dollars. Manzuo.com's successful financing is also regarded as the capital market's further optimism about the prospects of domestic group buying websites. Analysts believe that with the further penetration of capital, group buying websites are no longer limited to simply launching a product on the page and then charging a commission. The overall operation and marketing package scheme will become the next deployment of powerful group buying websites, and the weaker guerrillas will be the next deployment.
The second "China Digital Media Summit" was held in September, 201/kloc-0. Manzuo.com CEO Feng Xiaohai was invited to attend the China Digital Media Summit as the only group buying website. Participate in the discussion of "e-commerce war" with Junling Li, vice president of Alibaba Group, Yi, vice president of Dangdang, and CEO of Yintai.com ... In an exclusive interview with Manzuo.com CEO of DoNews9 in September 17, Feng Xiaohai said that with the rapid increase in the number of websites, the group buying industry is facing multiple pressures from inside and outside the industry, and the development of small websites is becoming more and more difficult, and the group buying industry has entered the "post-group buying era".
First, "data cheating" is serious. Feng Xiaohai said that for the outside world, cheating has become the normal state of group buying, which is very unfavorable for sales staff and merchants to negotiate. But he believes that inflated data cannot simply deceive users. "Cheating is not easy to do, because the assessment of group buying websites requires two data: traffic and conversion rate, and the conversion rate is difficult to manipulate." Feng introduced that the conversion rate of groupon in the United States is 5%, while the conversion rate of domestic websites is only 2-3%. Unless you have super marketing ability, there will be no high conversion rate;
Second, big websites with financial resources are "staking the land". Feng revealed that some popular group-buying products often have the phenomenon of "underwriting"-large websites with financial resources will spend huge sums of money to "lose money" in order to compete for resources, on the one hand, they will increase the cooperation price of merchants and realize monopoly; On the other hand, lowering the sales price attracts users. "This is extremely unhealthy", constantly squeezing the living space of small websites, and it is easy to form a situation in which large enterprises are separated;
Third, with the increasing number of group buying websites, for some high-quality businesses, there are more and more group buying websites, and the bargaining power of "more choices" businesses has also improved, so many businesses have become one of the factors that increase the operating cost of group buying websites. "Group buying has entered a strange circle, and everyone is comparing numbers." Feng Xiaohai described the competition of group buying like this. He listed the competition in sales figures of group buying websites, especially the price competition.
Group buying websites are highly competitive. Feng Xiaohai said that there is a phenomenon of "underwriting" in group buying websites, that is, some powerful group buying websites can "fully underwrite" some well-known consumer places and conduct exclusive business activities. "Manzuo.com was also ruined by the merchants because another group buying website proposed a higher underwriting price than full sales." Feng Xiaohai believes that "underwriting" is bound to pose a threat to small-scale and uncompetitive group buying websites, thus aggravating the reshuffle of the industry.
There are no formal rules for group buying websites. Feng Xiaohai believes that there will definitely be industry rules in the future. With the attention of the Ministry of Industry and Information Technology, the Ministry of Commerce, the People's Bank of China, including the payment department and even the tax department, this market will be further regulated. Some group buying websites without ICP filing and imperfect payment channels will face extinction. Just as various e-commerce companies have laid off employees one after another, and the industry has been singing bad news about group buying, Manzou.com, who is famous for its high-quality positioning of "excellent group buying", has been constantly moving. In Beijing, Shanghai, Guangzhou and other first-tier cities, huge sums of money have been spent on subway, bus, newspaper, outdoor and other large-scale brand advertisements, and its brand spokesperson Doraemon has frequently appeared in the public eye, accompanied by Jin Million, Quan Jincheng, COFCO Lohas, breakup guru and so on.
Now it seems that the scenery of group buying websites is no longer there. Under the dual pressure of operating costs and marketing, radical group purchases such as Handan and Wo Wo stopped advertising one after another, and the consequences caused by blind money burning and crazy expansion quickly became prominent. Weddings has appeared frequently in the industry, with massive layoffs, and other group buying websites are also losing weight for the winter. The sales manager of a group-buying navigation website said that no one dared to take orders from a group. The group's arrears in channel promotion expenses have reached more than 3 million yuan. In the past, channels were all around a certain group, and they were all chasing a certain group. However, Manzuo.com has successively announced that it has reached strategic cooperation with Shanghai Pudong Development Bank, China Mobile 12580 Life Broadcasting and other institutions, and the "exclusive" clause firmly locks in the superior resources. When the group-buying peers thought it was just a bluff, they suddenly found that the "comeback" of the full market was not a bluff, because soon subway advertisements in beijing subway line 2, bus advertisements throughout the city and outdoor big-screen advertisements in Shanghai and Guangzhou all appeared in front of them. Of course, this seems to be just the beginning. In many popular newspapers such as Youth Digest, Doraemon, the world-famous "blue fat man", charmingly attracted readers to log on to the whole network.
Different from individual group-buying websites, which show off the number of employees, Manzu.com's brand promotion and marketing strategy still keeps a low-key and pragmatic way. According to the analysis of insiders, Manzu.com's brand promotion and marketing strategy layout is localized "big marketing", avoiding blind confrontation, but steadily advancing by "soft power". This marketing just confirmed Manzu.com's wisdom and adopted the preemptive mode. The acquisition cost of registered users and order users in Manzuo.com is the lowest in the industry, and its "high order conversion rate, high repeat purchase and high customer unit price" reflects the core competitiveness of Manzuo.com-the online and offline integrated operation strength, which makes Manzuo.com rank first. "When other families run out of bullets, Manzou.com will start to fight back," said Si Xinxin, vice president of Manzou.com. "Whether it is accurate or efficient, it is nothing more than self-deception. Brand marketing competition is not quantity, but more importantly, effect and rhythm. "
Group buying students is in the best era and the most cruel era. While Groupon IPO is still confusing, the "suspected listing" of individual domestic group buying websites continues, but it is a show of capital in the eyes of the industry. However, the profit-seeking nature of venture capital determines that capital is "not so easy to fool". Numerous failed specimens of China Internet also show that success only belongs to the truly steady developers, especially for group buying websites. For Feng Xiaohai, CEO of Manzou.com, intensive cultivation has brought golden autumn harvest. Manzou.com's performance in the third quarter achieved sustained growth, and two-thirds of the cities began to make profits. It has been said in the industry that the first reshuffle of group buying websites depends on capital and the second reshuffle depends on consumers. For the upcoming third reshuffle, Feng Xiaohai is more inclined to think that the group-buying websites decide the reshuffle results themselves-in the rich gold mine of local service marketing, Manzuo.com has everything needed for a big winner. 20 14 65438+ 10 On October 27th, Suning Shang Yun 100% bought a group-buying website, which was integrated into Suning's local life division, with a purchase amount of nearly $10 million. This is also the first acquisition in the field of 20 14 Internet.
Manzuo.com was founded by Feng Xiaohai and launched on 20 10 and 1. It is the first online group buying website in China. 2065438+200465438+1On October 27th, Suning Shang Yun 100% bought a group-buying website.
Manzuo Com- online time is 20 10 and 1 month, which is the first online group buying website in China. And on March 18, 2008, the sales model of multi-group one day was launched.
One-day group buying website. Help you get rid of massive information and see a lot of selected consumption information every day.
Advocate the smart and fashionable concept of planned consumption through booking in advance and group buying.
Help you grasp the local IN, trends and interesting consumption trends, and enjoy the city life easily.
Manzo's service. Com includes restaurants, bars, KTV, spas, hair salons, etc. Consumers can buy and get coupons at low prices, find trustworthy businesses for consumers, and let consumers enjoy quality services with ultra-low discounts.
The origin of the name
Feng Xiaohai, with his profound understanding of the Internet consumption trend and Ming Rui's insight, took the lead in publishing the group purchase platform-Manzuo.com in China, and put forward the meaning of "wedding" in his first propaganda article.
For Groupon's name "Gao Peng" in China, netizens exclaimed that shanzhai was not only popular in China.
Zhao Shicheng, the founder and CEO of Shangpin.com, a domestic luxury shopping website, said that according to the thinking characteristics of China people, when "Gao Peng" is mentioned, "full house" will inevitably come to mind, and "full house" is at the end of the idiom. According to people's memory characteristics, "full house" gives people a deeper impression.
Feng Xiaohai, founder of Aika Auto Network, the largest auto community in China. In 2002, he and two other partners, Zhang Jingqiu and Chen Haozhi, founded Aika Auto Network, which started from scratch from a small forum and quickly started through auto service group buying activities. Within five years, it achieved the first position in the domestic Internet auto interactive community. In 2007, it was acquired by Cnet for $6,543,800,000. At the beginning of 2008, it left the company which had been in operation for six years. After two years of silence, 20 10 and 1 came back again, and set up a low-key full-seat network. This new enterprise is still the mass consumer market he is familiar with. Feng Xiaohai said: Online group buying in China can be traced back to 200 1. At first, Aika's automobile network also originated from the group purchase of automobile service. One episode is that Wired magazine in the United States also interviewed three founders of Aika at that time on the topic of "Group Buying with China Characteristics". After nearly 10 years of edification, consumers are not the "Amon" they used to be. They pay more attention to the quality and diversity of products provided by group buyers, including after-sales service.