The Logic of Groupon Marketing
- On December 23, 2022
- groupon marketing, social marketing
Everyone knows that fresh fruits and vegetables are a common category in Groupon buying, and its high-frequency purchases and large purchases at one time are very popular among various communities.
What is the logic of Groupon buying marketing?
Groupon buying mainly focuses on fresh products, most of which are consumables that ordinary people need in their daily lives.
Compared with traditional marketing channels, there are certain reasons for the rise of Groupon buying. One is that when the traffic of traditional channels has been divided up, the new channels still have a wave of traffic dividends waiting to be harvested; the other is that China’s e-commerce is so developed, but there is still a big market gap in the fresh food sector.
Despite this, it will be in 2020 that China’s Groupon buying will really become popular. Under the epidemic situation, new online marketing models are emerging one after another, which has also prompted more people to shop online. The deeper reason lies in the promotion of capital. Internet giants such as Tencent, Ali, Meituan, and Didi have poured in a lot of money, making Groupon buying flourish overnight.
The marketing of Groupon buying is based on social traffic portals such as WeChat. Groupon buying is closer to users, with low threshold, low cost, advance booking and localized operation methods, which save a lot of storage and transportation costs and fresh food loss, and make the fresh food market go down. Shen becomes possible.
Groupon buying offline marketing strategy:
1. Consumer group positioning
First of all, determine what kind of consumer group you want to serve. Everyone has different consumption habits and interests, so don’t think about making everyone your own user. This is very difficult to market and impractical. The community convenience store has been open for more than ten years, and there are still people who have never patronized it. This shows that no business model is suitable for everyone. Precise positioning, identifying your target customers, and then conducting refined marketing will be more effective in operation.
2. Product positioning
After locating the consumer groups, select products according to the needs of these users and offline consumption scenarios. To do Groupon buying, you must choose high-frequency consumer products, such as fresh food, fruits, cooked food, daily necessities, etc., focus on one or two major categories, and then enrich the varieties inside. Through centralized procurement and self-built warehouses, while improving quality, it can also reduce procurement costs and logistics costs, thereby gaining price advantages and promoting sales.
3. Drain traffic and expand customers
The business model of Groupon buying is a platform that empowers small businesses such as convenience stores. Therefore, the planning and execution of activities must be well trained and assisted, and a certain amount of financial support must also be given. Let them see the sincerity and profit hope of the platform through cooperation with the platform.