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网络团购就是通过互联网平台,由专业团购机构将具有相同购买意向的零散消费者集合起来,向厂商进行大批量购买的行为。也可由消费者在团购网站上发布产品团购信息,自行发起并组织团购。目前大城市的网上团购已经从起初只是几个网民自发形成发展到一个专业的新兴的产品销售渠道。2006年上海、北京等大城市先后出现了专业的团购网站,为需要购买建材、家电等产品的网民实现网络集中采购。团购在拓展虚拟空间的同时,开始了迈向实体服务对接的过程,专业经营公司出现。2006年8月,上海团购网首次推出落地的团购服务中心。网站会员将可以通过团购服务中心一体化地解决家居(装修、婚庆等)的购买。目前网站团购服务中心在上海、苏州分别开设了1200m2和500m2的两个店面,内设展厅、呼叫中心、网友活动中心、网友体验室、VIP服务中心(办理会员卡提供专业导购)等功能区。越来越多的厂家开始重视网络团购这个在不经意间窜红的新渠道。那么,这个新渠道效果到底怎么样呢?价值有多大呢?本期我们做专题讨论。
Network buy through the Internet platform is by the professional buy agencies will have the same purchase intention of fragmented consumers together to manufacturers in large quantities to buy behavior. Customers can also be posted on the group purchase site buy product information, to initiate and organize buy. At present, the online shopping in big cities has been only a few Internet users spontaneously formed a spontaneous and developed into a professional emerging product sales channels. In 2006 Shanghai, Beijing and other major cities have appeared in a professional buy site, for the need to buy building materials, home appliances and other Internet users to achieve centralized purchasing network. Group buy while expanding the virtual space at the same time, began the process of docking to the physical services, professional management companies appear. August 2006, Shanghai buy network launched the first landing service center buy. Members of the site will be able to solve the purchase of home (decoration, wedding, etc.) through the group buy service center. Currently website buy service center in Shanghai, Suzhou opened 1200m2 and 500m2 of two stores, equipped with showrooms, call center, netizen activity center, netizen experience room, VIP service center (for member card to provide professional shopping guide) and other functional areas. More and more manufacturers began to pay attention to the network buy this channel inadvertently popular channel. So what is the effect of this new channel? What is the value? In this issue we have a panel discussion.