Newspaper reporter Lu Xianwen Mahai
May 24, Tencent announced the investment of 1 billion U.S. dollars to its electric business holding company, which is undoubtedly to the "hand-to-hand" of the electric business War and add a "blockbuster."
electric business between the "close melee" more than one or two rounds, from the price war to the distribution, spell service, now, the front and stretched to a new platform-category expansion, vertical marketing, mobile terminals ... The electric dealers aimed at the big market of 3 trillion yuan. According to the Ministry of Industry issued the "E-commerce" Twelve-Five "Development Plan", 35, E-commerce development of the specific goal for the turnover of 18 trillion yuan breakthrough. Among them, the network retail turnover to exceed 3 trillion yuan, accounting for social consumer goods retail total proportion of more than 9%.
Although E-commerce market day more than a day, but to win the market will not necessarily increase the number of electric dealers, 2012 will be the "elimination of the Year", or the electric Business "growth year"? You may wish to take a closer look at the latest trends of the electricity dealers.
"scholarly" intoxicating
the traditional industry to the electronic commerce domain migration is the foreseeable trend, when the physical bookstore closes, the online book Fair is lively.
a few days ago, the online supermarket for consumers familiar with the electric dealer's website 1th, announced the entry of online book sales field. Pan, vice president of Shop No. 1th, said the company plans to add 500,000 new categories this year, including imported food, digital 3C products, books and jewellery. Referring to the introduction of the category of books, Pan said, first of all, as a standardized product, the book's net shopping threshold is very low, books can improve user stickiness, and the search flow of shop 1th has a greater help; second, the book can reflect a person's habits, habits of thinking, consumption habits, Book sales information can help dealers understand customer needs and shopping behavior, thereby helping to enhance the consumer experience. "We chose books because consumers told us they wanted to buy books at store 1th," he stressed. ”
Coincidentally, recently, Alibaba's website Cat shopping mall also spread the information into the book field. It is reported that the days of the cat will not use proprietary mode to operate the book, but the introduction of the book in the field with the advantages of the business operators, when it is expected to become the first to enter the cat platform of the book sellers. Analysys International analyst Yanyan bluntly: "The cat into the book field will reshape the book market competition pattern." "In her view, the traditional booksellers may find the" rebirth "path on the cat. Previously, the book sales line on the trend to defeat a large number of entity booksellers, traditional bookstores suffer from lack of resources and operational capacity, has been unable to find the line down to the line of access. And the cat involved in the field of books, will no doubt for the traditional publishing house, book business transformation to provide standardized online solutions. Yanyan said that the day cat has a scale platform users, and the user attribute distribution is more uniform, plus over the years accumulated E-commerce operating experience and the user's control, data mining and other aspects of the ability to provide the traditional booksellers to scale sales, so as to address the pressure of booksellers.
Although the book sales of shop 1th are just beginning, and the cat's book program is still in the preparatory stage, but has already posed a "threat" to existing manufacturers. At present, the sale of books to provide sales of the website, including Dangdang, Amazon China, Jingdong Mall and so on, including Dangdang and Jingdong Mall also offers E-book sales. Some analysts believe that the Amazon China site was launched earlier this year, the largest book promotional activities, suspected "sniper" new opponents into the field.
invariably focus on books, the "Homogeneity of the" competition seems to be intensifying. But there are people in the industry to read, the phenomenon of the influx of books, but actually reflects the current E-commerce competition has developed to expand the category of the stage, all-inclusive is clearly the future of the electronic business leader of the "standard configuration."
car also "seconds Kill"
group Buy, second kill, Hui election ... These popular words, recently not only appeared in Taobao, Pat, such as large electric platform, but also no longer limited to clothing and hats snacks, mobile computers, but frequently pointed to vertical network platform, pointing to large goods online shopping-hotel can choose, travel can buy, even the house, car can also be killed. Not long ago, "Auto" site on a 50 percent-second kill car news attracted many netizens attention, netizens exclaimed that the electric business war extended to the vertical network platform.
In the first quarter of 2012, China's Internet investment fell 72% from the previous quarter, down 89% year-on-year, according to data. Paller Consulting Senior Director Luo Qingxi said that the huge electronic shopping mall is in the name of success into a recession, although the decline of such enterprises in the financial has not been shown, but the new industrial form of E-commerce platform has started, the vertical network platform is one of the important representatives.
for the car also play "Seconds Kill", a 4S shop sales manager, compared to the previous line of lengthy sales process, seconds kill and other network sales means simple operation, the effect is obvious. Especially due to the rapid growth of the domestic auto market last year, car enterprises
How to break through the traditional marketing ideas, find more effective sales "clue" appears
is particularly important. Sheng Media CEO Qingeo, who runs auto and used-car homes, argues that the ultimate goal of partnering with network platforms is to boost sales, and that sales need to find more potential consumers and require more sales channels to support them. So, the desire to expand market share of the car companies, their network promotion platform is more need to focus on finding the "most effective consumer" gathering place. Because of this, to auto as the representative of the vertical web site more and more for the car companies favor.
Vertical Network Platform with the electrical business "intimate contact", another obvious benefit is that the larger the product, the more the purchase needs a lot of reference information, consumers in the purchase of cars, more and more inclined to online with professional media and bicycle organizations directly communicate, get advice. According to Nielsen's data, network channels have become the primary source of information for current consumers, and consumers have chosen to learn about cars from the Internet, which has soared from 2005 to 35.1% in 2007, to 90% today.
visible, many car enterprises contact with E-commerce, and the use of vertical network platform bundled marketing is considered, "auto" on the occurrence of 50 percent seconds of killing is also a "necessity." Eric's latest data show that auto, with nearly billion PV (page views) and 5 million of UV (independent visitors), ranked first in the automotive web site, while the daily average and monthly user stay for more than 60% of the car user network stay time. Some experts predict that 2012-year car companies will be around the price big fuss, similar to the car seconds to kill the momentum will not weaken, vertical network platform and the interaction between the platform will be turned into a change.
"Move" Love crazy
When large electric dealers do not hesitate to burn money to seize more market share, some small electric dealers have a new alternative to mobile terminals as a breakthrough. As a matter of fact, the former Blue Ocean of mobile electric business is increasingly becoming a new battlefield for the big electric dealers. At present, the scale of Chinese mobile internet users has broken through 300 million, among them, the size of smartphone users accounts for half. Compared with traditional internet shopping, it has the characteristics of free time, unlimited location and easy operation.
May 10, every customer Prudential products CEO aged in 2012 Global Mobile Internet conference revealed that the mobile phone van where the introduction of more than a year to achieve rapid development, May 9 orders have reached 31000 single, compared with the same period last year 8000, growth nearly 4 times times, the increase is much higher than the overall growth of the company. The average user of mobile internet users is 15 years younger than PC Internet users, according to aging. Where the customer as a fashion brand positioning, and mobile phone users a high degree of agreement, which is the development of mobile phone customers inherent logic. Aging also to the mobile phone van where the development of a higher demand, he pointed out that today's mobile phone van, also done from the PC side of the simple transplant, has not reflected more mobile phone applications. How to tap mobile phone application to better show the customer brand, and user interaction, will be the future development focus. "Every guest will not hesitate to fully tilt the promotion of mobile Internet, the scale of investment hope is China's first." ”
The business opportunity for
Mobile is also to benefit the mobile biosphere. Aging said that the mobile internet era needs more open, more cooperative spirit, mobile phone customers are also driven by other mobile application products to become a shortcut, where customers welcome a variety of applications and mobile phone where the combination of customers. It is understood that the current and mobile phone van where the developer has more than 50, including Ivy to the Force, NTN ladder, Yoka, and so on, which has several families have been divided into profits, Ivy to the force company has just completed a round of financing.
the current development of the mobile electric business field, Taobao mobile phone industry leader in the position, Taobao and related applications from the mobile end of the turnover generated by other manufacturers, analysis that this is mainly due to Taobao's long-term consumer "education", but also a large number of online user resources to gradually import mobile end results. Analysys International analyst Shou sent forecasts, the major businesses in order to attract more applications from the mobile side, will be in the application of the main push discount promotions and other models, including based on the location of group buying and limited snapping. In addition, consumers also love the use of mobile phone applications to search for goods, to compare prices, so the mobile electricity business from these consumer psychology to start or will be more than twice.
