Ten million US dollars will be used for urban expansion. According to Feng Xiaohai, the financing of ten million US dollars was basically finalized a month ago. After completing this financing, Manzou.com will quickly start to deploy in the national market. Manzou.com will open sub-stations in Beijing, Shanghai, Qingdao, Hangzhou, Nanjing and other cities. It is expected that group buying stations in 20 cities will be deployed nationwide by the end of the year, 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 the group-buying products to middle and high-end users, although it may lose some users by favoring the products to this group of people, but high-quality group-buying products will also greatly enhance the user's stickiness. "It's just like if we buy a cake and then go to McDonald's, it's not just that McDonald's doesn't want to confuse it with the cake, but the user's.
It is reported that there are nearly 400,000 registered users of Manzuo.com, among which active users account for a large base. The effective click conversion rate in Manzuo.com is about 3%, and its overall gross profit is also 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 instead it no longer specifically considered the issue of profit. "It is more important for us to speed up the expansion of the city and enhance the consumer experience of users."
Prior to this, Handan.com, another domestic group-buying website, also received two rounds of financing of * * * tens of millions of dollars. The successful financing of Manzuo.com was also regarded as that the capital market was further optimistic about the prospects of domestic group-buying websites. Analysts believe that with the further infiltration of capital, group-buying websites are no longer limited to simply launching a product on the page and then collecting commission. The overall operation and marketing and packaging scheme will become the next deployment of powerful group-buying websites, while the "guerrillas" who are weak in strength will be the next deployment.
The second "China Digital Media Summit" was held in Beijing on September 8, 201/kloc-0. Feng Xiaohai, CEO of Manzuo.com, as the only group buying website, was invited to attend the China Digital Media Summit, and participated in the discussion of "e-commerce war" with Junling Li, vice president of Alibaba Group, Yi Wenfei, vice president of Dangdang, and Liao Bin, CEO of Yintai.com.. DoNews9 September 17 News Feng Xiaohai 17, CEO of the group-buying website Manzuo.com, said in an exclusive interview that with the rapid increase in the number of websites, the group-buying industry is facing multiple pressures from outside and inside the industry, making it more and more difficult for small websites to develop, and the group-buying industry has entered a "post-group-buying era".
First, "data cheating" is serious. Feng Xiaohai said that cheating has become the normal state of group buying for the outside world, which is very unfavorable for salespeople to negotiate with merchants. However, he believes that the inflated data cannot simply deceive users. "Cheating is not easy to achieve, 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 it has super marketing ability, it will not have too high conversion rate;
Second, the big websites with financial resources are "staking the land". Feng revealed that some popular group-buying products often have the phenomenon of "underwriting"-in order to compete for resources, the big websites with financial resources do not hesitate to spend huge sums of money to "lose money" on the one hand to increase the cooperative price of merchants to achieve monopoly; On the other hand, lower the sales price to attract users. "This is extremely unhealthy", which constantly squeezes 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 situation of group buying. He cited the competition of group buying websites in sales figures, especially the price competition.
The competition of group buying websites is fierce. Feng Xiaohai said that the phenomenon of "underwriting" has appeared in group buying websites, that is, some powerful group buying websites can carry out "full underwriting" and exclusive business activities for some well-known consumer places. "Manzou.com has also been broken by merchants because another group buying website has put forward a higher underwriting price than full sales." Feng Xiaohai believes that "underwriting" is bound to pose a threat to small 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 successively laid off employees and the industry sang bad group buying, Manzou.com, which is famous for its high-quality positioning of "excellent group buying", kept moving. In first-tier cities such as Beijing, Shanghai and Guangzhou, it spent huge sums of money on large-scale brand advertisements such as subways, buses, newspapers and outdoor, and its brand spokesperson Doraemon frequently appeared in the public eye, accompanied by Jin Million, Quan Jincheng, COFCO Lohas, breakup guru and so on.
Nowadays, it seems that the scenery of group buying websites is no longer beautiful. Under the dual pressure of operating costs and marketing, radical group buying such as Handan and Wowo have stopped advertising, and the consequences brought by blind burning of money and crazy expansion have quickly become prominent. There are frequent high-ranking friends and large-scale layoffs in the industry, and other group buying websites are also losing weight for the winter. A sales manager of a group-buying navigation website said that no one dared to accept the order of a certain group. The group's arrears in channel promotion expenses have reached more than 3 million yuan. In the past, the channels were all around a certain group, all of which were chasing a certain group. However, Manzuo.com has successively announced that it has reached strategic cooperation with Pudong Development Bank, China Mobile 12580 Life Broadcast and other institutions, and the "exclusive" clause firmly locks in the superior resources. When the group-buying peers thought it was just a bravado, they suddenly found that the "comeback" of the full-seat market was not a bluff, because soon the subway advertisements of Beijing Metro Line 2, the bus advertisements running through the city, and the outdoor big-screen advertisements in Shanghai and Guangzhou all appeared in sight. Of course, this seems to be just the beginning. In a number of popular newspapers such as Youth Digest, Doraemon, the world-famous "blue fat man", charmingly attracted readers to log on to the full website.
Different from individual group-buying websites, such as drying up the family and showing off the number of employees, the brand promotion and marketing strategy of Manzu.com still maintains a low-key and pragmatic way. According to industry analysts, the layout of brand promotion and marketing strategy of Manzu.com is a localized "big marketing", avoiding blind confrontation, but making steady progress in a "soft power" way. The marketing just confirms the wisdom of Manzu.com and adopts a post-emptive mode. The acquisition cost of registered users and order users of 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 the bullets of other families are gone, Manzou.com will start to fight back," said Si Xinxin, vice president of Manzou.com. "Whether it's accurate or efficient, it's nothing more than self-deception. The brand marketing competition is not about the amount, but the effect and rhythm are more important."
Group buying students are in the best era and the most cruel era. While Groupon's IPO is still confusing, the "suspected listing" of individual group-buying websites in China is still going on, but this is a show for capital in the eyes of the industry. However, the profit-seeking nature of venture capital determines that capital is "not so easy to fool". The countless failure specimens of China's Internet also show that success only belongs to real steady developers, especially for group-buying websites. For Feng Xiaohai, CEO of Manzou.com, intensive cultivation brought the harvest of golden autumn. The performance of Manzou.com in the third quarter achieved continuous growth, and two-thirds of the cities began to make profits. Someone in the industry once said 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 already has everything needed by a big winner. 20 14 1 27, Suning Yunshang 100% acquired the group-buying website Manzuo. com and integrated it into Suning's local life division, with the acquisition amount of nearly $10 million. This is also the first acquisition in the Internet field in 20 14 years.
Manzuo. com was founded by Feng Xiaohai and launched on 20 10/month. It is the first group buying website officially launched in China. 20 14 1 27, Suning Yunshang 100% acquired the group-buying website.
Manzuo. com-The online time is 20 10 year 1 month, and it is the first online group buying website in China. And on March 18, the sales model of multi-group one day was launched.
One-day multi-group group buying website. Help you get rid of the massive information and see many selected consumption information every day.
Advocate smart and fashionable planned consumption concepts through advance booking and group purchase.
Help you grasp the local IN, trends and fun consumption trends, and enjoy the city life easily.
The services of Manzuo. com include restaurants, bars, KTV, spas, hair salons, etc. Consumers can buy and get coupons at low prices, and find trustworthy businesses for consumers, so that consumers can enjoy quality services with ultra-low discounts.
Origin of name
Feng Xiaohai, with his profound understanding of the Internet consumption trend and Ming Rui's insight, took the lead in releasing the group buying platform-Manzuo.com in China, and put forward the meaning of "weddings" in his first publicity article.
For Groupon's name "Gao Peng" in China, netizens exclaimed that the original cottage was not only popular in China.
Zhao Shicheng, founder and CEO of Shangpin.com, a domestic luxury shopping website, said that according to the thinking characteristics of China people, "full house" is bound to come to mind when "Gao Peng" is mentioned, and "full house" is located at the end of idioms. According to people's memory characteristics, "full house" gives people a deeper impression.
Feng Xiaohai, the 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 car service group buying activities, and achieved the first position in the domestic Internet auto interactive community within five years. In 2007, it was acquired by Cnet for10 million US dollars, and left the company that had been in business for six years in early 2008. After being silent for 2 years, he came back again on 20 10/month, and set up a low-key sellout network. This new venture is still the mass consumer market he is familiar with. Feng Xiaohai said: China's online group buying can be traced back to 200 1 year at the earliest, and the original car network of Aika originated from the group buying of car services. An episode was that Wired magazine in the United States also interviewed three founders of Aika at that time with the topic of "car group buying with China characteristics". After nearly 10 years, consumers are no longer the "Amon" they used to be. They pay more attention to the quality and diversity of products provided by group purchase providers, including after-sales service.