This meticulous advertising model has been used since the Zhihu era, and this time it has gradually brought group-building into the eyes of more people in a subtle way.
At this time, competitors are still worried about the closure of stores one after another.
“What happened to the businesses that suddenly closed their stores?”
“They said that the order volume for group bookings has been too large recently and they are too busy, so they can only reduce the number of channels for obtaining orders.”
“So they closed our channels? What’s the point?”
Geng Yong, the marketing manager of Lashou.com’s Shanghai branch, was in disbelief. He had been cursing all morning. The broad and profound Chinese quintessence surrounded the entire marketing department, and the employees were so scared that they didn’t even dare to look up.
When a business closes a store, the first person responsible is the marketing manager. At this time, Mr. Geng is already sweating profusely.
Since the beginning of the year, Suixin Group has fired the first shot in the group buying war, taking the lead in igniting the first fire with overwhelming advertising.
In the first two rounds of competition, their biggest consumption was actually the advertising war.
At that time, the role of local push was insignificant in the eyes of various group buying websites, because they felt that the efficiency of local push was too slow. At that time, all websites relied on a variety of advertisements to attract merchants and users.
Because everyone is spending money to fight for speed. If there are channels to advertise widely, who would be willing to go from house to house.
Facts have proven that spending money on advertising is indeed faster than local push.
Many websites relied on advertising to harvest waves of market. At that time, merchants who signed up to open stores for the entry fee could line up from the door to the second intersection.
Even, in order to exceed the speed of competitors, many employees operate privately, allowing merchants to settle in first and then make up for the agreement.
Even signing on behalf of others and fake signings are not uncommon. After all, you have policies from above, and I have countermeasures from below.
Facts have proved that this approach is indeed very fast, otherwise, Lashou.com would not have gained the reputation of being good at fast breaks.
But the quality of the merchants signed in this way is mixed.
There were even speculators who opened stores specifically to get the settlement fees, and they all tasted the sweetness of that crazy speed war.
In addition, after Kang Jingtao won the Shanghai Stock Exchange, he was immediately transferred back to Kyoto for promotion and fortune. The Robin team that took over subsequently spent a long time on stabilizing the situation.
Therefore, they did not conduct detailed research on the channel’s return on investment, merchant sales, including customer flow sources, and consumer types.
At first, they didn’t see anything wrong with this.
Because the entire market belongs to them, and without strong competition, who would be idle to dig out their own problems.
But as the group launched one store after another, Geng Yong compared their activity lists and discovered that all those stores were traffic harvesters for a block or even an entire business district.
Do you think that without this merchant, only their order volume will be reduced?