A thankless mobile power trader

Wen/Zhang Shule

Original "Innovation Times" July
　　　　

For doing Taobao business, Mr. Huang, recently a little depressed, not easy to get through the relationship between the successful Taobao activities, but this arrangement of activities is the thumb, is a mobile phone Taobao activity, although the onlookers are numerous, but the real money to buy things are very few. An activity down, Taobao store did not get the flow of expectations. is something wrong?

Major giants scramble for mobile portals
　　　　

Mobile electric business is ushered in a new round of enclosure movement, including Jingdong, when, suning, such as easy to buy the Big Brother, have melee mobile phone wireless field. In late April, Alibaba's Day Cat Network bought an independent cat iphone client to meet the growing demand for wireless internet users. This is also the beginning of this year's Wireless business unit launched the first release of products, indicating the name of the day after the renamed Cat began to layout "wireless strategy."
　　　　

Only the client, Alibaba also too not strong, with the security software manufacturers Qihoo 360 announced into the mobile phone hardware field, Alibaba also "follow suit", High-profile push their own Aliyun 2-generation mobile phones. This 4.3-inch touch screen, equipped with Tegra 2 Duo processor Aliyun 2-generation mobile phone pre-sale price but 1499 yuan, its configuration is significantly higher than its price. Alibaba is not a loss to make a yell, but to find their own mobile internet portal.
　　　　

"Relying solely on selling their mobile clients at Apple and Android app stores is controlled, and not as much of an advantage as other app apps." "Long Bo Micro-commerce company General Manager Yang Ziwen pointed out:" If the terminal is not the same, 360, Baidu, Tencent, music Network, Renren, Sina and other companies to launch a customized version of mobile phones, is to preempt users in the terminal, so direct their own app directly prefabricated into the phone, Instead of trying to attract users to the App store. ”
　　　　

Aliyun mobile phones are more powerful in this area, combined with the electric dealer's unique privacy and network Silver protection needs, the hardware and software on the protection of E-commerce to achieve the best combination, thus breaking the conventional smartphone all-inclusive but can not effectively resist the virus problem, security is stronger, but also to online shopping fans have greater appeal.
　　　　

Almost all the big business guys are looking at the mobile internet, the rich electric Business company half sells half to send the handset, the money tight electric business company also wants to make an app to cater to the market, at the same time all the first-line electric dealer website has developed for the mobile Internet The exclusive handset webpage, the handset special payment system and so on, In order to maximize the convenience of users.
　　　　

Taobao, when, excellent and Jing dong, etc. also specifically for mobile phone users designed a large number of shopping activities to special preferential prices to train netizens to use mobile phone online shopping habits.

Difficult to develop consumer habits
　　　　

Data show that 2012 domestic smartphone sales will reach 160 million, along with this round of smartphone popularity, mobile E-commerce will usher in a burst of growth, will be more and more consumers to join the mobile shopping army. China Internet Network Information Center recently released a statistical report also showed that by the end of 2011, the number of Chinese netizens reached 513 million, the proportion of Internet users using mobile phones rose to 69.3%, the scale reached 356 million. "2011 Taobao Wireless E-commerce Data Report," More points out: "2011 Taobao Cumulative transaction amount of 11.88 billion, compared with 2010 1.8 billion, doubled 6 times times, is expected to accumulate the total turnover in 2012 will also maintain more than four times times the increase." ”
　　　　

At first glance, a bright future, it is no wonder that the electric business enterprise will be so violently in this field exerting force, even the communication operators can not resist, in late May, Jiangsu Mobile E-commerce Base, plans to become China Mobile group E-commerce Base, supporting the country at least 10 provinces above the E-commerce business development, It is expected to develop into an electronic business platform with an annual turnover of more than 10 billion yuan. Jiangsu Mobile also released the site in the province of the provincial electricity business portal-Mobile mall. Users can rely on mobile phone number can be entered the mall to choose electronic tickets, special gifts, imported food and other nine categories of products, through two-dimensional code or express way to receive their own purchase of gifts, worry and effort. The move will fully integrate mobile features and power quotient capabilities, highlighting China Mobile's ambitions in the area of E-commerce.
　　　　

But expectations and practices are often disjointed, and consumers ' reactions to mobile-electric operators are not optimistic.
　　　　

Taobao on the phone to do a promotional campaign Mr. Huang has a deep understanding, ultra-low prices, and even buy more prices closer to the bottom of the thumb promotion method, indeed attracted a lot of eyes, can be compared with the number of onlookers, traffic conversion into the proportion of sales is significantly lower than his Taobao store normal conversion rate, looks very fashionable, But in fact, consumers do not form the mobile internet consumption habits.
　　　　

Ms. Zeng, who had tried to shop online with his iphone, told the author about her experience. As a network shopping fan, she naturally does not miss the opportunity to try a new experience, when not easy to download and install a network of the app, but found that in fact and use the Internet shopping content is not much different, and the spread of goods in the small display on the very crowded, very hard to look at a commodity, can open but very slow , the performance of smart phones can not be compared with the computer, a large number of image caching so that the mobile phone reading becomes very uncomfortable, and a variety of similar phenomena, constantly to enlarge, drag the Web page to make the entire purchase process become unbearable.
　　　　

But the more uncomfortable place is the final checkout, and Ms. Zeng says she has been very careful in online shopping, all kinds of silver and U shield have, mobile phone shopping can not place the U-Shield, with mobile phone balance to pay there is not so much, the choice of goods to pay always feel not accustomed to, mobile payment and regular online payment of the difference is daunting.
　　　　

At the same time, despite the large number of electric power companies to seize the mobile market, but there are still a lot of electric operators can not quickly layout. Some of the electrical business has not yet developed a full platform of clients, some of the electric business such as Jingdong Mall, there is no built-in payment, that is, can only be used for commodity display, or through a higher cost of goods to the payment method to complete the purchase, many users call in the client built-in payment in order to achieve

How does a mobile electric trader know how to cook?
　　　　

Technical bottlenecks also have breakthroughs. In the first quarter of 2012, mobile power companies have surpassed mobile value-added services to become the largest domestic mobile internet segment, with mobile E-commerce trading reaching 6.67 billion yuan in the first quarter, up 530.1% per cent year-on-year, according to a report published by the National Analysis Agency. The overall size of the domestic mobile internet market reached 15.87 billion yuan, an increase of 167.2%. The total share of mobile internet has reached 42%, and it has surpassed the mobile value-added service for the first time. Accounted for 42% of the total size of mobile internet in China. One of the mobile phone Taobao accounted for nearly 80%, Alipay mobile payments become the key to the growth of mobile power.
　　　　

Analysts have pointed out that with the solution of mobile payment bottleneck, the growth rate of mobile operators is much higher than the overall performance of the market. Similar to the mobile phone Software + Alipay security payment model has become the industry standards, and is based on this, so the first quarter will have such a good performance, of course, compared to the traditional internet of the size of the electric trader, this is only a fraction.
　　　　

However, the good news behind is not a distinct development momentum, because of the great repeatability of the mobile and traditional electric dealers, the high overlap of consumer groups, the growth of the turnover of mobile operators is actually cut from the traditional electric dealer's turnover cake, although the overall scale of the electric quotient is increasing, But it is entirely wrong to consider mobile electric as a new blue sea. The lack of the unique use of mobile Internet proprietary forms, but the traditional Internet E-commerce copy to the mobile Internet, such a development, mobile electric business is never really mature.
　　　　

"A mobile dealer should never be a replica of a traditional electric dealer. "Yang Ziwen told the author:" Mobile internet has the rules of the game of mobile Internet, it seems just moving on the internet, but the user's higher precision, potential consumption ability is stronger, should rely on smart phones, tablet features features, to a key shopping, boutique recommendations, convenient consumption and other means to pull the consumer, Can be more focused on personalized DIY products, even with the corresponding app software to participate in this kind of self design, self consumption. After all, for consumers, using the mobile Internet is only the use of free time, it is best to be more viscous and more personalized, otherwise, the user will return to the computer directly to the Internet, directly to the shopping. ”
　　　　

And more people in the industry point out that the mobile electricity business is to take advantage of consumers ' free time, so that they do not have to open the computer can be convenient operation of the mobile phone, in the subway, at lunch, in the work of the gap, in all want to avoid computers or inconvenient to use the computer, then the mobile electric operators must combine these characteristics, according to the user's ethnic characteristics, To develop targeted applications, the boutique shopping guide will be a best choice to save time and convenience. Only in this way can mobile power dealers be truly mature.