Receiving service itself is also a kind of consumption. Meituan. Com should provide a large number of preferential information services and appropriate product recommendations. At present, members of the US Mission. Com is free, but it does not rule out that members may be charged in the future. Collect user fees through differentiated services. The higher the membership level, the more information you can get, and even the information may be customized and more preferential. Collecting membership fees is a huge income in itself, which may be a powerful financial driving force for Meituan. However, due to the transition from free to charge, the service fee model may take a long time to realize. Second, SWOT analysis At present, the US Mission. Com's main competitor is a similar group buying website. Although their income patterns are similar, their respective effects are different in the actual operation and promotion process. I think Meituan.com's main competitors are glutinous rice, Handan.com and 58 Group purchase.com At present, although Meituan.com is the leader of group buying websites, these companies are not fuel-efficient lights, and the group buying market is still full of challenges. 1, strength (1) High brand awareness: Meituan. As the first group buying website in China, com has registered millions of users and maintained rapid growth. Besides, Wang Xing, the boss, once created popular websites such as Renren.com and Fanfan.com ... so he enjoys a high reputation in the industry. At present, it has accounted for about 20% of the group buying market share. Hundred regiments battle, it can be said that the dominant party can gain the trust of customers. (2) Strong technical force: Meituan. The technical team of com was formed after several popular websites were built. It can effectively promote the stable and efficient operation of the front-office business system and the back-office management system, and create a smooth, comfortable and happy group buying experience for users. Real-time group buying industry data monitoring system provides you with detailed industry data to help you make correct market strategic decisions. (3) Experienced in operation and maintenance, successfully grasping users' psychology and basing on local operation: Meituan.com has a strong business negotiation team, and after a long period of accumulation, it has rich experience in business cooperation negotiation to help you carry out local operation; Meituan. Com has set up sub-stations in many cities across the country, and has always maintained a leading position in various places, and has a deep understanding of local consumers. Local teams in different cities have accumulated a lot of local experience and excellent practices. And through the form of one group a day, cultivate users' group buying habits, in order to have more customers. (4) 100% logistics control: this is a highlight of group buying websites, which can be said to subvert the logistics rules of previous e-commerce. In general, when we buy goods, the seller is responsible for logistics. Of course, in most cases, we also have to bear certain logistics costs. Meituan. com's "logistics" mode is that customers will receive a unique Meituan.com serial number and password after payment, and then get it to the corresponding place for consumption, which can greatly save the time and cost of express delivery and make people feel more practical and acceptable.
(5) Service products: Most of Meituan's online tours are service coupons for hot springs, pedicures and yoga, and there are few physical goods. Because service products are sold in a certain quantity, the new quantity is almost cost-free, and it is easier to form a low-cost group purchase. Meeting customers' needs in business and getting more profits from it is a very considerable aspect of commission income. 2. Weaknesses: (1) The publicity channels are relatively narrow: in Meituan.com, most of its advertisements are focused on search engine optimization, and the other channels are relatively few. Compared with glutinous rice network, it may be obviously inferior in social network channels. The glutinous rice network itself is the e-commerce operation project of Thousand Oaks Company. Integrating resources such as Renren.com and Maopu under Thousand Oaks Group is very beneficial to the promotion of glutinous rice network. (2) The financing channels are relatively narrow: Meituan.com was founded more than a year ago. Although it covers more than 300 cities at once, most of them are still under investment. Most of the funds come from venture capital. At present, investment companies don't know enough about the group buying websites in China, and even withdraw their funds. This is quite dangerous for the US delegation. Its main source of funds is venture capital. The glutinous rice network invested money without a budget, and 58 group purchase also has 58 cities as backers. Relatively speaking, the security of funds is relatively guaranteed. (3) Most of the experience is learned from GROUPON: GROUPON is the largest group buying website in the world, and in the form of alliance, GROUPON has also begun to enter the China market. Combine Handan. Com, meituan. Com must go out of its own unique way under the experience of "teachers", otherwise its development may lose opportunities because of the emergence of new group buying methods, and eventually it will be replaced by Handan. com. (4) The customer's fund management is not perfect, and the return procedures are more troublesome: compared with Handan.com, the return procedures in Meituan.com are more troublesome. It is necessary to apply, which greatly hinders the implementation of seven-day unconditional return and makes it difficult for consumers to accept it.
3. Opportunity: (1) At present, group buying is a craze in China, and the market is very big: since the group buying mode was put into operation in China, netizens in China have been crazy about it. Group buying only captures the psychology of customers and constantly attracts customers' consumption with the advantage of low price and affordable benefits. As a result, the market share of group buying has exploded. In addition, among the population of 65.438+0.3 billion, netizens are increasing and younger, and the total market share is also rising. For a group buying website like Meituan.com, its future market share is still expected to grow rapidly.
(2) word of mouth, better attract customers and expand the website: traffic is a vital part of a website, and traffic comes from customers. With its low price, group buying enables consumers to share in real life or social networks, improves the credibility of new customers on the website, and enables the registered users of the website to achieve rapid growth. Meituan. Com currently has millions of registered users, and it is still growing, which is a very good channel for the US Mission. To broaden its profit model. The continuous development of Web network will eventually bring group buying into the lives of netizens: it is still in the era of Web2.0, which can be described as a powerful boost to group buying. Sharing on social networks encourages the consumption of social network members to a great extent. According to the six-degree subdivision theory, almost all netizens can understand group buying. According to the survey, at present, netizens' group buying participation and group buying preference both exceed 50%, and they are on the rise. The arrival of Web3.0 will provide greater vitality for group buying. For the US Mission. Com, its current position as the first stop of group buying may attract more netizens to enter the US Mission. (4) Investment institutions are interested in buying big cakes in China: group buying is popular at present, and customers' funds are enough for basic maintenance of group buying websites. In terms of expanding the market, many investment banks are willing to invest in group buying websites and establish a stronger group buying system. As Meituan.com with good reputation, good quality and high status, it is relatively easy to get financial support from investment banks. 4. Threat: (1) Product chaos in the group buying market: The group buying chaos exposed this year began to arouse the vigilance of netizens. Products are shoddy, goods are missing, and even funds are raised in the name of group buying, which greatly damages consumers' rights and interests. It casts a shadow over the group buying in China and causes consumers to distrust the group buying. (2) Policy vacuum, improper management: More and more group buying websites are operating, resulting in the crazy situation of Hundred Regiments War and chaotic market order. The market is constantly divided and refined, which will also have a greater impact on the share of the original group buying websites. (3) The profit model is generally single and less attractive to capital. At present, most of the profits of group buying websites in China rely on commissions, and their expansion ability is not strong, which leads some foreign-invested companies to withdraw their funds.
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Profit model of meituan and SWOT analysis. com
Meituan. Com analysis
First, the profit model.
1, commission mode
The commission model should be the main profit model of most group-buying websites at present, and it is also the most important profit model in Meituan.com ... mainly by selling group-buying goods, directly earning the price difference in the middle; Or get a high proportion of draw by selling goods; Or through the agreement to help businesses do discount promotions, according to the agreed amount of income.
Meituan. Com is different from foreign group buying websites. Foreign group buying websites generally purchase goods from merchants themselves and then sell them to earn the difference, that is, direct sales. Meituan. Com is different. It should act as a group buying agent, mainly responsible for organizing group buying, and the real product supply is done by the merchants who buy the products. What Meituan.com needs to do is relatively simple.
Page 1
Meituan. Now I recommend a high-quality local life service for you every day. The products provided are closer to local life, and the quality requirements of the products are also high, so as to ensure that the goods can be relied on by consumers. This is a business philosophy of Meituan. Com to learn GROUPON, that is, the operation of localization plus boutique mode, and promote it.
2. Advertising mode
Inevitably, advertising revenue will be part of the US Mission. Com's future income. Based on Meituan.com's high traffic and multi-membership, Meituan.com's advertising function has also been greatly highlighted. This is a very good commercial advertising platform. Even businessmen prefer to regard Meituan.com as their own shop. Advertising on Meituan.com is equivalent to inviting guests to the store directly and facing the products directly. This is undoubtedly the best effect for businesses.
page 2
Moreover, some goods may not be suitable for group purchase transactions, but they are likely to have certain correlation with the goods purchased by the group. When these goods were put on the US delegation. Com, they can play a very good role in promotion. Moreover, different advertisements can be placed for people in different regions, which also improves the convenience of users.
3. Introduction fee model
The introduction fee model may be a new income model for the future development of Meituan.com. For Meituan.com, the page should be directly linked to the company to which the product belongs, so that the company to which the product belongs can get more opportunities to be recognized and even develop more potential customers. In this regard, Meituan.com can charge the company an introduction fee. This revenue model is based on high traffic and multi-membership.
Page 3
This kind of income is based on the compensation of a series of costs such as channel investment in the early stage, and its long-term referral will offset the early cost more and realize low input and high output.
4. Service fee mode
Receiving service itself is also a kind of consumption. Meituan. Com should provide a large number of preferential information services and appropriate product recommendations. At present, members of the US Mission. Com is free, but it does not rule out that members may be charged in the future. Collect user fees through differentiated services. The higher the membership level, the more information you can get, and even the information may be customized and more preferential. Collecting membership fees is a huge income in itself, which may be a powerful financial driving force for Meituan.
Page 4
However, due to the transition from free to charge, the service fee model may take a long time to realize.
Second, SWOT analysis
At present, meituan. Com's main competitor is a similar group buying website. Although their income patterns are similar, their respective effects are different in the actual operation and promotion process. I think Meituan.com's main competitors are glutinous rice, Handan.com and 58 Group purchase.com At present, although Meituan.com is the leader of group buying websites, these companies are not fuel-efficient lights, and the group buying market is still full of challenges.
Page 5
1, strength
(1) Brand awareness is high: Meituan. Com, as the first group buying website in China, has millions of registered users at present, and has maintained rapid growth. Besides, Wang Xing, the boss, once created popular websites such as Renren.com and Fanfan.com ... so he enjoys a high reputation in the industry. At present, it has accounted for about 20% of the group buying market share. Hundred regiments battle, it can be said that the dominant party can gain the trust of customers.
(2) Strong technical force: Meituan. The technical team of com was formed after several popular websites were built. It can effectively promote the stable and efficient operation of the front-office business system and the back-office management system, and create a smooth, comfortable and happy group buying experience for users. Real-time group buying industry data monitoring system provides you with detailed industry data to help you make correct market strategic decisions.
Page 6
(3) Experienced in operation and maintenance, successfully grasping users' psychology and basing on local operation: Meituan.com has a strong business negotiation team, and after a long period of accumulation, it has rich experience in business cooperation negotiation to help you carry out local operation; Meituan. Com has set up sub-stations in many cities across the country, and has always maintained a leading position in various places, and has a deep understanding of local consumers. Local teams in different cities have accumulated a lot of local experience and excellent practices. And through the form of one group a day, cultivate users' group buying habits, in order to have more customers.
(4) 100% logistics control: this is a highlight of group buying websites, which can be said to subvert the logistics rules of previous e-commerce. In general, when we buy goods, the seller is responsible for logistics. Of course, in most cases, we also have to bear certain logistics costs. Meituan. com's "logistics" mode is that customers will receive a unique Meituan.com serial number and password after payment, and then get it to the corresponding place for consumption, which can greatly save the time and cost of express delivery and make people feel more practical and acceptable.
Page 7
(5) Service products: Most of Meituan's online tours are service coupons for hot springs, pedicures and yoga, and there are few physical goods. Because service products are sold in a certain quantity, the new quantity is almost cost-free, and it is easier to form a low-cost group purchase. Meeting customers' needs in business and getting more profits from it is a very considerable aspect of commission income.
2. Weaknesses:
(1) The publicity channels are relatively narrow: in Meituan.com, most of its advertisements focus on search engine optimization, and the rest channels are relatively few. Compared with glutinous rice network, it may be obviously inferior in social network channels. The glutinous rice network itself is the e-commerce operation project of Thousand Oaks Company. Integrating resources such as Renren.com and Maopu under Thousand Oaks Group is very beneficial to the promotion of glutinous rice network.
Page 8
(2) The financing channels are relatively narrow: Meituan.com was founded more than a year ago. Although it covers more than 300 cities at once, most of them are still under investment. Most of the funds come from venture capital. At present, investment companies don't know enough about the group buying websites in China, and even withdraw their funds. This is quite dangerous for the US delegation. Its main source of funds is venture capital. The glutinous rice network invested money without a budget, and 58 group purchase also has 58 cities as backers. Relatively speaking, the security of funds is relatively guaranteed.
(3) Most of the experience is learned from GROUPON: GROUPON is the largest group buying website in the world, and in the form of alliance, GROUPON has also begun to enter the China market. Combine Handan. Com, meituan. Com must go out of its own unique way under the experience of "teachers", otherwise its development may lose opportunities because of the emergence of new group buying methods, and eventually it will be replaced by Handan. com.
Page 9
(4) The customer's fund management is not perfect, and the return procedures are more troublesome: compared with Handan.com, the return procedures in Meituan.com are more troublesome. It is necessary to apply, which greatly hinders the implementation of seven-day unconditional return and makes it difficult for consumers to accept it.
3. Opportunities:
(1) At present, group buying is a craze in China, and the market is very large: since the group buying mode was put into operation in China, netizens in China have been crazy about it. Group buying only captures the psychology of customers and constantly attracts customers' consumption with the advantage of low price and affordable benefits. As a result, the market share of group buying has exploded. In addition, among the population of 65.438+0.3 billion, netizens are increasing and younger, and the total market share is also rising. For a group buying website like Meituan.com, its future market share is still expected to grow rapidly.
Page 10
(2) word of mouth, better attract customers and expand the website: traffic is a vital part of a website, and traffic comes from customers. With its low price, group buying enables consumers to share in real life or social networks, improves the credibility of new customers on the website, and enables the registered users of the website to achieve rapid growth. Meituan. Com currently has millions of registered users, and it is still growing, which is a very good channel for the US Mission. To broaden its profit model.
The continuous development of Web network will eventually bring group buying into the lives of netizens: it is still in the era of Web2.0, which can be described as a powerful boost to group buying. Sharing on social networks encourages the consumption of social network members to a great extent. According to the six-degree subdivision theory, almost all netizens can understand group buying. According to the survey, at present, netizens' group buying participation and group buying preference both exceed 50%, and they are on the rise. The arrival of Web3.0 will provide greater vitality for group buying. For the US Mission. Com, its current position as the first stop of group buying may attract more netizens to enter the US Mission.
Page 1 1
(4) Investment institutions are interested in buying big cakes in China: group buying is popular at present, and customers' funds are enough for basic maintenance of group buying websites. In terms of expanding the market, many investment banks are willing to invest in group buying websites and establish a stronger group buying system. As Meituan.com with good reputation, good quality and high status, it is relatively easy to get financial support from investment banks.
4. Threats:
(1) Product chaos in the group buying market: The group buying chaos exposed this year began to arouse the vigilance of netizens. Products are shoddy, goods are missing, and even funds are raised in the name of group buying, which greatly damages consumers' rights and interests. It casts a shadow over the group buying in China and causes consumers to distrust the group buying.
Page 12
(2) Policy vacuum, improper management: More and more group buying websites are operating, resulting in the crazy situation of Hundred Regiments War and chaotic market order. The market is constantly divided and refined, which will also have a greater impact on the share of the original group buying websites.
(3) The profit model is generally single and less attractive to capital. At present, most of the profits of group buying websites in China rely on commissions, and their expansion ability is not strong, which leads some foreign-invested companies to withdraw their funds.