Wen | Wang Xin
Editor | asked
"Recently received a trench coat is very good, show the sisters the effect of the upper body!"
Wearing style, a simple blog post with a few selfies in the mirror, but the comments at the bottom are very different from those of the wearing bloggers:
"Looks good! When is the group? "I want to see the effect of the sweater that matched the last group!" "Pants look good, will they be together?" ”
"Tuan" is the abbreviation of "Group Buying". This "dress blogger" is actually a group buying blogger on Weibo. Speaking of group buying, most people will think of meituan, food group buying on Douyin, WeChat group buying on community groups or single group buying on Pinduoduo, but on the social platform of Weibo, the concept of group buying has been stretched again, extending from the platform to individuals, bloggers have replaced the platform, captured traffic with non-essential preferential low prices, and then gathered traffic to obtain bargaining power with merchants.
If you compare group buying bloggers with live streamers, both are with users, relying on low SKUs and low prices to achieve success. But the former is "anchors with goods who don't need to appear on camera", they have traffic, and they have a considerable conversion rate. Compared with the high-profile live broadcast in the past two years, the group purchase blogger is more like the existence of "muffled and big money".
A new model cloaked in group buying?
When Wang Xing waved a cheque before winning the "Battle of a Thousand Regiments", the physical group buying platforms such as the first large group, the painting leather group, the wow group and the intersection group were a new business model that was put on the cloak of group purchase earlier.
"At that time, the group buying platform basically had its own website, the official would regularly release group buying information, and some of the initiators of group buying were not platform officials but individuals, and those people were called 'group leaders'." Jiajia, who has more than ten years of experience in group buying, recalls.
The first large group of website pages
Unlike Meituan, which operates local life services, physical group buying relies on e-commerce platforms to do online physical business, using group purchase prices to attract traffic, and almost does not involve offline group purchases.
But the disadvantages are obvious: it plays a middleman and marketing role, it is difficult to supervise upstream goods, and the after-sales system is not perfect. With the migration of information carrier channels from PCs to mobile Internet, consumers' "sovereignty awareness" germinates, and everyone no longer searches through the PC side, and group buying websites slowly lose traffic.
Some powerful group buying platforms have started their own apps, and some have gone to social platforms with greater traffic to operate. Weibo as a square-style social front, the inclusiveness of business information release, attracted a group of group leaders and transformed KOLs, who formed the early group buying bloggers.
Group buying blogger on the Weibo platform
The head of the group brings its own business resources, the selection of products is rich, and the bloggers transformed from various KOLs, they first attract traffic through content, and then use group purchase traffic to monetize, and most of the selection is limited to related fields.
The active position has become Weibo, but these group buying bloggers are still inseparable from the e-commerce platform, and when they open a group on Weibo, they have to jump to Taobao transactions - cooperative merchants have been operating on these e-commerce platforms for a long time and have a more perfect trading system.
Most of the initial participants in Weibo group buying are some white-label goods, but many brands have also found the advantages of group buying bloggers: their own traffic, strong fan stickiness, and high conversion rate. As a result, Weibo group buying has also become the marketing position of some brands, such as NuFACE, Ulike, And Coworth often appear in the list of group buy bloggers, these brands will not only give group buy bloggers exclusive coupons, but also give more giveaways or services to consumers who note group buy secret numbers.
In neon's Taobao store, the details page is a jump link
In the eyes of merchants, group buying bloggers have a higher "cost performance".
A Taobao shop owner told E-commerce Online, "The fans of group buy bloggers are buying discounts at low prices, and the purpose is clear. They will almost not be disliked by fans when they publish content with goods, and it is possible that a group product of the head group purchase blogger will sell tens of thousands. Sometimes the cooperation effect is good, merchants and brands will continue to 'return', and some stores and small brands still rely on group purchase bloggers to 'suck powder'. ”
Group buying bloggers will "warm up" in the early stage, publish grass content related to goods, and combine brands and merchants to carry out a wave of publicity. Several parties have different demands: group buying bloggers get revenue and traffic through cooperative group buying, consumers get preferential treatment, and merchants and brands harvest traffic and orders.
Group buying for decades, carriers from PCs to mobile Internet, goods from physical goods to services, platforms from e-commerce platforms to short video platforms. But the essence of group buying has not changed - it is to gather more consumers to influence the supply side in order to obtain lower prices.
The business of group buying bloggers
In the early days, many group buying bloggers were "generating electricity for love" for free, but the end of the universe was realization, and most group buying bloggers became traffic brokers, earning the difference between merchants and consumers.
"Originally, I was just sharing makeup and makeup that I thought was easy to use, and there weren't many fans. Later, there was a Weibo data that shared lipstick very well, and within a few days there was a Taobao store to ask if I could cooperate, there were commissions and commissions, which was also my first group purchase. Xiao Luo, who was a group buying blogger, admitted that her first group buying was an accident, and the biggest reason for her decision to transform into a group buying blogger was "making money.".
Xiao Luo said that when he was a beauty blogger before, because there were not many fans, some cooperation only got free products. After the first group purchase, she found that the threshold of group buying bloggers is not high, as long as there is a certain amount of traffic and selection ability, bargaining can first find some Taobao stores with few fans, and after the transformation of group buy bloggers, there are stores that actively seek cooperation, and the income is seven or eight times that of before.
Some bloggers set up special group purchase numbers, and the number of fans is not much
Xiao Luo revealed that there are three main ways for merchants and group buying bloggers to cooperate: pure commission, commission + commission or pure commission.
The pure commission method is similar to the fixed pit fee charged by the anchor with the goods, and some small group buy bloggers will charge a fixed fee according to the number of fans and the popularity of Weibo, and then how much they sell does not matter. The most common is the commission + commission model, a fixed amount of remuneration and a commission for selling goods, which is similar to the charging system of most live streaming anchors.
Pure commission is the way some head group buy bloggers will use, and the commission of each type of product is not the same. Xiao Luo said that the commission for beauty categories is about 5%, while some clothing categories may reach 10%. General commission will be between 5% and 20%, to see how the group buy bloggers talk, will choose the pure commission method of group buy bloggers traffic is basically very large, there is a strong bargaining power, merchants are also willing to accept, because "small profits but high sales". Xiao Luo heard before that there was a group buying blogger who helped a store sell coats, with a commission of 15%, and sold out more than 2,000 pieces of inventory in less than a day, with nearly 100,000 achievements.
Benefits coexist with "rollover"
Group buying bloggers charge is already a tacit fact, but most consumers choose to turn a blind eye in the face of the actual preferential benefits. Some group buying bloggers are more directly clear about "charging group buying", but this does not avoid the occurrence of "rollover".
Some bloggers will cooperate with merchants for the sake of greater benefits, and the group purchase price given is not preferential. Before there was a store clearance down jacket, the price of 180 yuan, and then netizens found that not long ago a group buying blogger named "Rich Group" opened a group purchase of this store, the same price is 349 yuan, a difference of 169 yuan. Fans asked for a refund of the price difference, did not expect the blogger to not respond on the grounds of poor health, the result of the incident is that the rich group is no longer group buying, and the store is also blocked by consumers.
Rich Group's apologies and comments
The most common "rollover" is the selection problem. A Taobao shop owner and we revealed that some group buying bloggers cherish feathers, there will be selection assistants, basically will not cooperate with the newly established small shops, because "the probability of small shops flipping over", and some group buying bloggers do not refuse, only look at the commission and commission, the quality of the goods can be passed: "As long as you give enough money, he can help you blow the product to the sky."
Douban's "Are you with the group today" group, there is a special "dumpling lightning protection" area, most of the posts in it are for the Weibo group purchase group leader selection is not strict, the quality of the group product is poor.
There are also some group buying bloggers who walk in the gray area and cooperate with stores that are known as "original orders" and "imitations". There are no small risks in cooperating with such stores, Jia Jia talked about the experience of participating in the "imitation group": "Not long after placing an order, I found that the store was reported, and all the goods were removed from the shelves, and I was afraid that the store would run away with money." ”
In addition to such stores, there are also some merchants who participate in group buying in order to "clear inventory", and after-sales will not be very responsible, and even refuse to return and exchange goods. Group purchase bloggers as consumers and merchants linkers, to a certain extent to be responsible for the goods, some bloggers also set up a special after-sales account to deal with after-sales problems, but there are still many fans because of after-sales problems choose to take customs.
Some group buying bloggers will indicate the handling of after-sales
The "tax tide" that has recently swept in is the sword of Damocles standing on the head of the group buying blogger. The recent news of the tax supplement of the goods with the goods is that Jingdong determines the amount of goods brought by the rebate platform through the records of the rebate platform, and notifies the talents to make up taxes, many group purchase bloggers lack such platform supervision: the group purchase that receives coupons can be tracked, and the group purchase of the note code or contact customer service report code is difficult to be tracked, and the commission and commission of the merchant to the group purchase blogger are mostly directly transferred, and no one knows whether the group purchase blogger has declared.
Seek new traffic
When the traffic of the Internet platform peaks, the blogger who wanders on Weibo for group buying business wants to survive, and one of the rules is to grab traffic from the same type of blogger and enhance the stickiness of fans.
"If you only send group buying, it is certain that you will drop the powder," Xiao Luo has a deep understanding of this, "especially the kind of personal group buying bloggers and I who later transform into group buying bloggers, only send group buying, fans will feel that you have become an 'advertising machine', so you have to send some other content to retain fans." ”
Interspersed with bloggers who share every day in group buying
Click into several group purchase bloggers with relatively large traffic Weibo, the top content is basically a recent group purchase summary, and you will see some bloggers daily, group purchase measurements and fan feedback, occasionally interspersed with lottery benefits. Some group buying bloggers will share more "private" things, narrow the distance with fans, and can also help establish personality and cultivate the trust of fans.
Most group buying bloggers run their own microblogs, ultimately in order to better achieve the purpose of group buying. Xiao Luo complained: "Some look like sharing daily life, in fact, it is to prepare for the next group purchase, for example, I said that my lips are particularly dry in winter, I hope that fans recommend lip balm, maybe in a few days I will say thank you for your recommendation, I found a particularly good lip balm, made a group purchase." ”
In the end, group buying bloggers can get traffic and have a high conversion rate, the essence is that everyone wants to "shear the wool" and buy the product at an affordable price, but the wool is out of the sheep, the merchants and group buy bloggers are reluctant to be sheep, the sheep that is "xue" is finally a consumer.
Some consumers complained about being "wool wool" by group buy bloggers
Under the traffic crisis, some Weibo group buying bloggers are also looking for new traffic platforms, douyin, Kuaishou has become their next target, but long-term active in Weibo, group buying bloggers are still based on graphic content, and it is not so easy to survive on the short video platform. The link between Jitter and Taobao has not been opened, consumers can not directly jump to Taobao, relying on group buying bloggers such as Taobao, it will be more difficult to achieve traffic conversion.
Consumers of group buying are also gradually becoming rational, and no one knows the future development of group buying bloggers, the only thing that can be determined is that the era of barbaric growth of Weibo group buying is coming to an end.