Tuanyou coupon model provokes controversy, or forms a capital pool

Produced ｜ WEMONEY Research Room

Text ｜ Lin Xiaolin

Oil prices will enter the era of 10 yuan immediately. At 24:00 on June 14, domestic refined oil will usher in the 11th round of adjustments this year. According to market expectations, this round of oil prices will continue to adjust upwards.

In June 2021, the average price of No. 92 gasoline was still 6.70 yuan/liter. Nowadays, oil prices have soared to 9 yuan/liter, and the momentum will continue to rise. The continuous rise in oil prices put pressure on the owners of the fuel vehicle, and the owner could not drive away the fuel vehicle.

In the face of this situation, the Internet refueling platform group oil has been trying to sell refueling group purchase coupons on short video platforms such as Douyin. In September 2021, the three Tuanyou oil voucher packets appeared at the live broadcast room of Luo Yonghao for the first time. Once the appearance was unveiled, it set off a climax of buying. After trying the sweetness, this year, Tuanyou also started the live broadcast of "goods" in Douyin. With the major promotion of 618, the Tuanyou APP launched a number of refueling packets. In the official live broadcast room of Tuanyou coupons, the No. 92 gasoline "approximately 6.7 yuan/liter, and 95 gasoline" about 7 yuan/liter. But is the actual group oil app really so favorable?

01 Each coupon is actually only about 10 % off

A car owner said that he has been paying attention to the group oil live broadcast room since June. The page shows that No. 92 gasoline "approximately 6.7 yuan/liter, 95 gasoline 7 yuan/liter. Oil can save money, and the popularity of the live broadcast room has skyrocketed, and there will be about 100,000 people to watch each.

A user in Shandong recently spent 1129 yuan to buy a 5.2 % discount of 2160 yuan of refueling voucher pack. The rules are 200-45 yuan, including 48 pieces, 48 ​​per month, 12 months, 31 after effectiveness, 31 after effectiveness, 31 after effectiveness, 31 after effectiveness, 31 after effectiveness. Use in heaven.

During the use of the user, each coupon can actually only discount 40 yuan, and the platform will charge a handling fee of the maximum 6 yuan per order. The user said that when the anchor introduced the product, the platform did not indicate that the platform would charge service fees, which also made consumers mistakenly save themselves from 2160-1129 = 1031 yuan when buying coupons.

The user said that even if there is no handling fee, it does not look so favorable.

Taking No. 92 gasoline as an example, the price displayed in the live broadcast room is "about 6.7 yuan/liter, and the current oil price is 9.03 yuan/liter. This calculation is 7.4 % off.

The cost of buying coupons for users is 1129 yuan, and the cost of 48 pieces per number is 23.52 yuan. The discount range is 200-45 yuan, the actual discount is 45-23.52-5 = 16.48 yuan, and the actual discount (200-16.48)/200=9.1 % off.

From 5.2 % to 7.4 % off, publicity slogans have played a key role. Not only did the actual discount, the owner also said that the gas station on the gas station on the group oil was relatively remote. The gas stations that cooperate in group oil are basically small gas stations. PetroChina and Sinopec gas stations cannot use Tuanyou coupons.

The WEMONEY Research Room Registered Group Oil APP. Most of the gas stations displayed by them are small gas stations, and PetroChina and Sinopec gas stations are very few. The owner said that the discounts of some gas stations were similar to the discounts of the group oil. They believed that the group oil exaggerated the promotion of preferential discounts and misleading consumers to buy.

From the above rules, the purchase of oil coupons is very easy, but the rules of use are very strict and lack a complete exit mechanism. Many users said that the official live broadcast room of Tuanyou claimed that if a coupon could not be used, there was no reason to refund the refund at any time for 7 days. However, in fact, there is no refund option on its APP, but it can only be refunded by dialing artificial customer service.

"The one -time purchase coupon can only be used in batches, and it will not be effective in 31 days." A car owner said that any of the use of a coupon can be refunded even if the remaining coupons are not used. The owner questioned the platform coupon like a prepaid card model, which is easy to form a capital pool.

According to the group oil app, the sales of the refueling coupons of each face value are thousands of copies. As of June 13, the rough estimation of the "618 True" area displayed by the group oil app channel was about 30 million Essence

02 Tuanyuan oil mode is doubtful

Tianyancha shows that the owner of the owner (Beijing) Technology Co., Ltd., the owner Bang (Beijing) Technology Co., Ltd., links the gas stations and users, like the refueling version of "Meituan", that is, the owner of the car owner to cooperate with the group oil app to cooperate Refueling at gas stations can get certain convenience and discounts. Tuan oil connects the supply and demand of upstream gas stations and downstream car owners, and earns intermediary service fees and advertising fees. Extremely poor.

In the past two years, Tuanyou has been rapidly coming out through star endorsements and advertising. While being widely known by car owners, Tuan oil has been repeatedly punished by the regulatory authorities.

Tuanyou oil was punished in September, 10, and November for false propaganda, infringement of user rights and interests, forcibly pushing commercial information to users, and collecting personal data to users.

In addition to being punished, can the service mode of the gasoline owner preferentially refueling can really get through?

Most of the gas stations in cooperation with Tuan oil are private gas stations. The outfits of Tuanyuan oil have brought a certain degree of exposure to their gas stations, but this traffic dividend is very limited.

An industry insider said that although Tuan oil is similar to Meituan's business, it cannot change the cost, quality and service methods, and standards of oil products, and cannot save users time and manpower like takeaway. Tuanyou oil relies on consumer scenes with low frequency and short time, which is difficult to form a service experience. In addition, users have no loyalty to attract users with high subsidies. "Energy supply chain" is a heavy asset, and the high subsidy model cannot continue. Insurance activities are that the oil station needs to take out their own profits to subsidize the user, that is, the discount of group oil to users. In the end, it comes from the oil station. The profit of each order of each gas station is not high. The gas station cannot maintain a high -cost customer acquisition method. A gas station staff said that the gas station and the gas station are weak competitive relationships. Each gas station has a fixed customer circle, and the scope of the gas station radiation will basically not overlap. He believes that Internet drainage can only be icing on the cake and cannot change its survival situation.

Judging from the current way of playing with group oil, Tuanyou can only become a supplementary marketing channel for oil stations. It is low in control and influence on customers such as oil stations, and it is difficult to change the format of traditional oil stations. The capital pool formed by group purchase coupons may bring certain risks, and it is difficult for group oil to rely on such capital games to continue to develop.

- END -