A Qualitative Research of Tuangou: Modes, Characteristics and Roles of the New E-Business Model

Group buying faces difficulty in the US while tuangou, a similar E-business model, is developing fast in China. The authors classify the active tuangou modes and analyze their characteristics and influences on the marketing channel. We find that an active Internet platform is the base of the success of tuangou. In addition, tuangou has a high ability to attract eye balls as well as to share valuable information among consumers. Now tuangou sites have become challengers to the traditional retailers in some industries.