Trong lnh vc thng mi in t hin nay, GROUPON c nh gi l m hnh kinh doanh c tc tng trng thn k vi thi gian ngn.

. Vy GROUPON xut pht t u, bn cht l g, u nhc im ra sao,tt c s c cp n trong bo co ny. Bo co gm c cc phn Gii thiu m hnh GROUPON im mnh ca GROUPON im yu ca GROUPON Cc GROUPON CLONE hin c ti Vit Nam NhomMua.Com Deal mt hng no? Phng hng pht trin ca GROUPON

GII THIU V M HNH GROUPON

M hnh Groupon c nn tng ban u l ThePoint.com do Andrew Mason, mt sinh vin trng nhc thnh lp nm 2008. Thepoint hot ng da trn nguyn l: Khi c mt s lng ln ngi quan tm n mt iu no th s xy ra hnh ng thc hin iu . V d: xem phim, chi nhc, i du lch Thepoint hot ng c 18 thng, thu ht c mt lng kha kh user, nhng doanh thu vn khng kh quan (qung co). Sau site i tn thnh Groupon.com (Groupon = Group + Coupon) v hot ng da trn tng: Ha hn vi cc i tc, cam kt mang cho h mt s lng ln ngi dng xc nh, nh c cc chng trnh khuyn mi tt nht. Thng th gim t 50% n 80% so vi gi gc. Hin Groupon c nh gi khong 1.35 t USD sau v u t ca Digital Sky Technologies (Nga) qu tng u t vo Facebook v Zynga. y l mt trong vi startup c valuation hn 1 t USD nhanh nht th gii (18 thng t khi ThePoint i thnh Groupon). Ti Trung Quc hin c t nht 100 phin bn Groupon (Groupon Clone)

IM MNH CA GROUPON
IM MNH NI CHUNG y thc cht l m hnh Win Win Win (3 bn tham gia l Doanh nghip bn sn phm, Website bn hng trc tuyn v Ngi tiu dng) m cc site t phng khch sn online lm t nhiu nm nay. Ch khc bit im online hotel booking l knh bn hng, cn Groupon c dng cho mc ch tip th l chnh. Khch hng mua c hng vi gi r hn bnh thng kh nhiu Nh cung cp c c hi qung co/thu c lng ln khch hng mi vi chi ph thp hoc gii phng hng tn kho trong thi gian ngn. Groupon thu tin trn chit khu t nh cung cp. V d nh cung cp chit khu 55%, Groupon ly 5%, 50% cn li em cho khch hng. Tm li Groupon thu s tin nh trn lng khch hng ln. LI TH CA M HNH GROUPON KHI PHT TRIN MI TRNG VIT NAM Ngi tiu dng VN rt quan tm ti GI. Tm l thch khuyn mi: Rt nhiu ngi mua khi c khuyn mi, ngay c khi h khng c nhu cu, nht l ph n. Tm l m ng nh hng mnh n ngi Vit: Yn tm khi c nhiu ngi cng mua mt lc, mua ha theo m ng. Mua bn/gii tr l mt trong nhng hot ng ch cht ca ngi Vit t offline -> online.

- Mi site c nhng li th khc nhau (nhng li th ny c phn tch phn

sau)

 TI SAO GROUPON THNH CNG NHANH CHNG M

Bn hng siu gim gi gim t 50% - 90% gi tr Kinh t M & th gii ang khng hong v th quan tm v gi ca ngi tiu dng M ang mc rt cao. C nhn ha tt a ra cc mt hng ph hp nhu cu v nh cung cp gn ngi mua. Thu tin trc: Groupon ly tin ca ngi mua trc, tr li cho nh cung cp sau. Cc sn phm/dch v rao bn c cht lng v c s lng. Ni dung tt: C i ng nhn vin chuyn vit to ra nhng ni dung thu ht ngi mua.

Thi gian mua ngn: cc deal xut hin trong mt ngy ti tng thnh ph.

IM YU CA GROUPON
IM YU CHUNG Mc d Groupon v cng hp dn vi hng chc triu ngi s dng. Doanh thu ca cc website hot ng trn m hnh ny n t cc doanh nghip nh chy chng trnh khuyn mi trn . Vi cu trc kinh doanh nh hin nay, chng trnh khuyn mi Groupon khng em li li nhun cho gn 1/3 cc doanh nghip nh s dng chng. Theo 1 thng k t i hc Rice (M), trong 150 doanh nghip chy chng trnh qung co Groupon (gia thng 6 nm 2009 v thng 8 nm 2010) th c ti 42% cc doanh nghip tuyn b s khng tip tc la chn knh ny qung co na v 32% doanh nghip bo l.

L do chnh l c mt t l ng k ngi mua cc khuyn mi ca Groupon cc k nhy cm v gi, him khi h chu chi tin mua mt sn phm c gi ln hn gi khuyn mi. Tht khng ng ngc nhin khi t l mua li sn phm vi gi gc rt thp, ch 13%. Cc chng trnh khuyn mi gy nh hng ti gi tr thng hiu v mang li rt t tc ng tch cc, lu di cho doanh nghip. Do Groupon hot ng trong lnh vc m ai cng c th vo c dn n li nhun bin ca Groupon st gim mnh khi hin c ti hng trm website hot ng theo m hnh Groupon xut hin, iu ny cng dn ti vic lm gim s lng cc doanh nghip quan tm hoc cc doanh nghip s phi bn khon khng bit nn hp tc vi website no. Cc website Groupon chu thit hi ln t cc chng trnh khuyn mi khng c li nhun ca nhiu doanh nghip ln u tin th qung co qua m hnh ny v khng tr li. S BT LI CA M HNH GROUPON KHI PHT TRIN MI TRNG VIT NAM C 6 l do chnh m cc website kinh doanh theo m hnh Groupon s gp phi khi pht trin VN. l: 1. Hnh thc thanh ton Khch hng -> Groupon (khch hng tr tin khi deal): Cc phng thc thanh ton cha thun li -> khch hng khng mun mua/mt thi gian -> khng ngi mua deal hon tt. Groupon -> khch hng (hon tin nu deal khng thnh cng): nu deal khng thnh cng th vic nhn li tin cng kh phin phc, khng n gin nh M.

Chi ph cao: Do chit khu cho khch hng rt cao t 50-90% nn phn trm m hnh Groupon c c khng th no ln hn 10%, v s dao ng t 5-10%. Trong khi Chi ph Groupon VN = Chi ph m hnh Groupon M (tng ng ti VN) + chi ph thanh ton (th + vn chuyn) + chi ph marketing + chi ph sales (trong chi ph marketing s l khon chi ln nht v tiu tn nhiu tin nht do cc cc site Groupon VN phi i thuyt phc cc DN ng qung co trn site ca mnh) Tr chi ph sn phm + vn phng ra, ch tnh trong mi deal, xc sut chi ph Groupon VN > 10% chit khu l kh cao => l. iu ny chng t ti sao Groupon tht c th profitable ch sau hn hai nm. Cn Groupon clone th phi tn nhiu thi gian hn. 2. Dch v khch hng/thi phc v nhn vin VN khi khch hng dng phiu khuyn mi, c bit mng dch v thng khng c nhn vin phc v chu o, thm ch cn coi thng khch hng. Ngay c dch v ca cc thng hiu ln cng c nhiu trng hp tng t xy ra. Dch v cung cp khng c 100% nh ha hn, b ct xn nhiu. 3. Cht lng sn phm/dch v Mc ng u v cht lng sn phm dch v khng c cao nh M. Nu chn cc sn phm c cht lng cao th s lng cc deal gim st ng k. 4. Hiu bit ca nh cung cp Nu nh Groupon M hin ang c hng chc nghn nh cung cp ang xp hng c qung co Groupon th VN cc Groupon VN phi i thuyt phc, d d cc nh cung cp.

5. Thng hiu Do Groupon l m hnh u tin nn thng c bo ch, khch hng M nh n v bn tn truyn ming -> khng tn nhiu chi ph marekting. Cn VN cc website ch l rp khun li m hnh Groupon. Cc DN khng bit cc clone ny khc nhau ch no -> chi ph cho marketing v educate khch hng cng cao. 6. Thi quen mua hng Ngi tiu dng VN vn c thi quen mua hng phi s tn tay, xem tn mt, cha quen vi vic mua hng qua mng. 7. Cc DN VN cha c thi quen s dng Internet lm knh marketing Trong cc bt li ny, bt li 1 (thanh ton) v 6 (thi quen mua hng) nm vai tr then cht cho thnh cng ca m hnh Groupon Vit Nam. Vy th cc Groupon Clone VN ch c li khi: - Chi ph gim - Chit khu c chia cao hn - S lng ngi mua ln Hai yu t u ch xy ra khi s lng ngi mua ln trong khi hin ti cc Groupon Clone VN vn ang phi tm kim v chia nhau mt lng ngi mua cha ln Vy cc nh u t c nn tung vn vo 1 m hnh c tc tng trng cc nhanh nhng lm n khng c li?

CC GROUPON CLONE HIN C VIT NAM GROUPON CLONE

TT 1 Domain http://muachung.vn S hu VC Corp Li th ring - C u th v k thut, kinh nghim truyn thng v kin thc thng mi in t. - C h thng website anh em ng o nh dantri, enbac, rongbay, kenh14, cafeF, afamily. - Cng c thanh ton Soha - Hin ti y l Groupon Clone mnh nht VN - Hu thun ca phununet, 1 trong cc website ph n c nhiu user nht hin nay - Ph n rt quan tm ti mua sm gi c ---> KM nhiu nht cc mt hng lin quan ti h - C kinh nghim t chc online shopping vi YouShop - C sn cng ng ngi mua/bn ca vatgia - C kinh nghim t chc kinh doanh nh vatgia - Cng c thanh ton Baokim Chn nghch th trng ring l du lch da trn nn tng c s h tr ca http://diadiem.com v c u t bi Rebate Networks cng ty u t vo nhiu Groupon nhiu quc gia.

http://phagia.com.vn

Phununet

http://cucre.vn

Vt gi

http://nhommua.com

a im

5 6 7 8 9 10

http://cungmua.com http://giarequa.vn http://uudai.vn http://deal.zing.vn http://vndoan.com http://hotdeal.vn

Cng ty CP Gii tr NT HBA Group Vinagame Cng ty Thin Hy Long Vinabook C cng ng thnh vin ng v cc tr (13-19 tui), phc v cho cc chin lc tng lai.

TT 11

Domain http://hoishopping.com

S hu Eplan

Li th ring - nh v nhm khch hng mc tiu t 25-35 tui, thu nhp 10-20 triu ng/thng, thch mua sm, dung hng hiu. - S lng nh cung cp: 100 - Chin lc marketing: +Tip cn KH mc tiu ti 35 ta nh vn phng trung tm TPHCM + T chc thi mua sm ti cc TTTM Parkson, Vincom, Diamond Plaza, + Hot ng cng ng trn Facebook

Trong danh sch cc GC hin nay Vit Nam, c th thy hin ln 2 ci tn tiu biu l MuaChung v NhomMua. MuaChung c th mnh v k thut, nhn s cng nh kinh nghim lm truyn thng cng vi cng ng ln mnh to dng c trong nhng nm qua. NhomMua th bit i vo vo 1 phn khc th trng nh l du lch ch khng m m, da trn s h tr c lc t cng c diadiem, l li th khng cng ty no c. D bo trong 1-2 nm na, a im hon ton c th pht trin 1 mng x hi theo m hnh FourSquare nh m ca Vit Nam. Cc GC cn li u na n nh nhau, khng c s khc bit ni tri hn. C chng ch l v s lng deal a dng, c cng c thanh ton trc tuyn v a bn tri trn din rng t Bc vo Nam.

NHOMMUA.COM
Phn ny xin c a ra 1 vi thng s v 1 Groupon Clone ni bt hin nay trn th trng VN l NhomMua ngi c tham kho. S d c s chn la ny m khng phi MuaChung l v NhomMua c li th v mt k thut, ti chnh v lng thnh vin ng. Thm na NhomMua hon ton c th pht trin thnh m hnh FourSquare trong tng lai vi s hu thun ca Da im.
Thi im xut hin S giao dch hang ngy S phiu gim gi bn S nh cung cp Doanh thu hng thng Thi im d on c li S nhn vin hin ti S NV d kin cui 2011 7/2010 5.000 500.000 300 15.000.000.000 VND 1-2 nm na 320 ngi 1.000 ngi (40% phn b cho b phn marketing) Cng c qung co Yahoo, Facebook,

Poster dn ti cc cao c vn phng Nh u t Rebate Networks Facebook 1.000.000 USD 80.000 fans

Biu 1 Lng fan tng trong 1 ngy

NhomMua rt chu kh pht trin Facebook thnh 1 knh Marketing Online cho mnh vi s lng thnh vin ng o ln ti hn 80.000 ngi (mi ngy tng 0,1%). y l cng c qung b cho website rt tt vi chi ph r.

Biu 2 Lng comment trong 24h ca fan trong 14 ngy

Qua biu c th thy cc fan comment nhiu nht l t 10-11h , 14h v 23h. Cc GC khc c hng pht trin thnh vin qua facebook c th tham kho.

DEAL MT HNG NO?

Cc mt hng Groupon ti th trng Trung Quc

C th thy hnh thc mua hng theo nhm khng dnh cho mi loi sn phm. Chc chn s kh lng thy nhng sn phm nh in thoi hay laptop c bn theo hnh thc ny. Nu c th l lc DN x hng, s lng t hoc mun qung co tn tui. Cc sn phm xut hin theo hnh thc Groupon thng c c im: - Chi ph c nh chim t trng cao trong gi thnh - Khng c knh bn l chnh thc - C gi tr so snh khng hon ho (khng gian, thi gian, nhn vin phc v, tm trng,khc nhau)

Tt nht cc SP khuyn mi nn tha mn cc iu kin: L nhu yu phm: phi l sn phm m khch hng c n mua nhiu ln ch khng ch mt ln. L mt s thay th thit thc: Bn c th i 10km c n mt ba gim gi 50% ti mt ca hng bn n Nht. Tuy nhin s khng c ln th 2 nu quanh nh bn cng c rt nhiu ca hng bn Nht ngon. Bin php l pht th khuyn mi cc khu vc xung quanh ni khch hng vi bn knh 3-5 km

Gi tr sn phm: Mt khi khch hng c n tng v mc gi "kch

sn" ca mt sn phm, s rt kh thuyt phc h tr thm mt khon ln tip tc mua sn phm . C hai gii php cho vn ny: hy gi t l gim gi mc ph hp (v d t 20% tr xung) v/hoc p dng chng trnh gim gi vi hnh thc "nh nhng" hn (ch c hiu lc trong thi im vng khch hoc i vi nhng sn phm c bn ca cng ty)

GROUPON PHT TRIN THEO HNG NO

Vi thc trng hin nay cho thy, nu cc GC khng tm c hng i ring cho chnh mnh, khng to c s khc bit so vi GC khc th kh c th chim c th phn. Khng c th phn ng ngha vi vic khng c li nhun, ci ch cui cng ca kinh doanh thng mi in t. D bo cho hng pht trin ca m hnh Groupon trong 1 nm ti: Cc cng ty s hu cng c tm kim chnh l ni tt nht lm Mega Groupon (Dch v tng hp li cc trang Groupon khc nhau cho khch hng, h c th n mt im m c th xem c ht cc hng ha, dch v ang c khuyn mi ti Groupon Clone). Bn hy hnh dung c th ln Google Map hay a im, chn tm kim hng khuyn mi, v tm ra ngay ni no trong vng bn knh 3km ti khu vc bn ang c khuyn mi si ni nht.

Hng pht trin khc c th k ti y chnh l s dng cng c GMobile, khng ch tin li cho khch hng c th tm kim v mua cc mt hng, dch v khuyn mi ngay trn in thoi ca mnh m thay v s dng phiu khuyn mi bnh thng, h c th s dng phiu khuyn mi in t (digital coupon) c lu ngay trn in thoi. th trng Vit Nam, mng in thoi di ng ang c cc doanh nghip vin thng tp trung pht trin. T , c th k vng rng nh cung cp dch v theo m hnh Groupon no chim lnh th trng di ng trc s chin thng trong cuc ua ny (c l s khng nm ngoi 3 nh cung cp Mobi - Viettel - Vina vi c s h tng k thut c sn)

*** Bo co c xy dng t nhiu ngun tham kho trn Internet *** Nguyn Quang Hng hungnguyen.hut@gmail.com