Mobile Dealer Copy PC mode difficult to succeed traditional electric dealers touch stones across the river

The future of mobile electric business speculation original title: Copy PC mode mobile electric business is no way to live this June, the traditional electric dealers in the mobile end came victory: app downloads, traffic explosion. But it also faces a challenge: do not know what to do with these flows? At present, the traditional electric dealers still hold the dominant power of the mobile power, the business is usually the PC end of the simple translation to the mobile end. Industry insiders believe that mobile operators copy the PC model may be difficult to succeed. What's the status of mobile traffic naturally growing but I don't know how to use this year April 3, Taobao Wireless Division vice President Eagle share a group of figures, last year in the mobile phone Taobao turnover of 10 million merchants have 99, the seller directly with his reflection, "My traffic more than 90% is from the mobile phone, but can not do anything." "Yes, that's not going to do anything. Eagle revealed that he was deliberately doing so, because he did not find the context of mobile power, can not let all the sellers rush up, the PC play on the phone. But in fact this set of rules, because the mobile end of the flow pool is still in the natural growth stage. According to the data released June 24, jingdong app user activation volume broke 60 million, mobile-end orders accounted for about 10%, daily activation of more than 15% users are new registered users. The same is June, in Suning set off line under the same price 5 days, its app client download volume growth of more than 15 times times, mobile end department stores, daily Necessities, mother and child products and other non-electrical products under the single volume growth of 500%. In the last year, the market pattern of domestic mobile electricity dealers is this: according to this March billion state power collation of a group of data, mobile phone taobao, Beijing-east, Tencent Electric Power quotient, Suning easy to buy have soared, the mobile market share ratio of 63%, 17%, 5%, 2.3%, 2.1%, in the boss position or mobile Taobao. What strategy traditional electric dealers have a sense of crisis parties break out of the rhythm of mobile end of the flow of the surge, has let the domestic traditional electrical business has a sense of crisis, but more in touch Stone River stage: Each in a direction to break through, the pace is fast and slow. Reporter learned that this year, wireless Taobao will accomplish three major tasks: first, the mobile phone Taobao revision, Micro Amoy is one of the important piece; the second is the Life Circle plan, the user around the line of the seller moved to Taobao, such as the community next to a commercial street; the third is the cousin plan, so that skilled Taobao users to help new users recommend products, such as helping their Parents, friends shopping. The exerting force on the moving end of Jingdong is not obvious. Reporter learned that, relative to the PC side, Jingdong app in the merchandise picture, details, home function area, payment process, comments on the drying process and other aspects of the optimization. Strategic level, according to the June 26 Jingdong CMO Lan Ye revealed to the outside, the mobile business will focus on the main station app, digital content market and local life service group buying market. Suning is more important to the mobile end of the line of business connections under the link. Li Bin, Executive vice president of Suning Tesco, said that there are three ways to connect: users to achieve parity and order through the client, using a variety of display or two-dimensional code to make up the physical storeSpace restrictions, such as some physical stores do not show the goods, users can buy two-dimensional code, using lbs (location services) for the offline shop drainage. What difficulties to break the line of the category of bondage try physical goods o2o at present, the traditional electric dealers in the mobile end to sell physical goods (corresponding to service goods, such as entertainment, catering) mainly, but did not find its mobile end of the sales model, just a simple translation from the PC business. Huang, an Internet analyst, also believes that traditional electric dealers simply regard the mobile end as a selling channel on the PC side. On the one hand, it is also difficult to sell physical goods on the mobile side. Huang that, "mobile end is suitable for selling low, standardized goods, but expensive, need high-definition picture display of goods, not suitable for mobile end sales." He gave the reporter a judgment: the physical goods can not become the subject of mobile operators is certain. But from the wireless Taobao, Suning easy to buy practice, they do not agree with this view, but in the mobile end to try the physical goods O2O mode. The realization method of wireless Taobao is to integrate the physical goods into the local life service, Taobao Wireless Division vice President Eagle has done a survey in the Fuji Kang Park, the park has 1.6 million people, there is a street nearby, inside the clothing consumption is very whole, they buy clothing has a fixed geographical circle. In the future, this street clothing shop may enter the mobile phone Taobao. This is going to be a big change. The physical commodity level, the mobile phone Taobao originally to online merchants, and then will be stationed in a large number of offline entity shops. Suning easy to buy O2O model of the main battlefield or PC-side and chain stores, on the line that is suning easy to buy, under the line for Suning stores, line online under the combination point for mobile app. According to this kind of logic, the future mobile electric dealer will not be the main battlefield of Suning easy purchase. What trends core technology is NFC traditional enterprise will lead? Communications Observer Xiang that, after the rise of mobile power, the traditional electric business space will be greatly compressed, the protagonist will be a traditional enterprise, "mobile electric business is the most critical technology NFC (short-range wireless communication), the most core sales channels are products." "Xiang is also an entrepreneur on the eve of the wave of mobile-electric business. Last October, Xiangli just registered a patented technology based on NFC (short-range wireless communications), which wants to build a technology platform for mobile operators. The reporter learned that the patent has been approved by the state, is expected to obtain authorization in 2014. Xiang the whole process of the model to reporters. "When a manufacturer finishes a product, it will register on the technical platform, including specifications, pictures, prices, and so on, then the product will produce a label (which contains the purchase URL)." When a user sees the product, close it with the phone and use NFC technology to complete the payment purchase. "In this way, each traditional enterprise will become an electric dealer, through the technical platform for the sale of goods are ex-factory prices, all of a sudden the sales link squashed." But this is still in the thinking stage, the popularity of domestic mobile phone NFC is not high, only HTC, Samsung, Nokia several flagship machines have. "I reckon by the end of 2014, cell phone nFC function can be perfected. "At that time, he would have become a practitioner of mobile electricity," Xiang said. News link the progress of other electric dealers in mobile Tencent Electric business: based on micro-letter to provide mobile consumer experience in the mobile field, Tencent Electric Shang Network, QQ online shopping instead of social product micro-letter response. According to Xun Network CEO Bu Guangzi said, Xun network now from the mobile end of the revenue does not exceed 10%, even if not promoted, mobile business growth faster than the PC end. He said that the micro-letter to the Xun network provides a good basis for the combination of micro-letter, Tenpay, the future of the network can provide users with a better experience of mobile systems. Where customer sincerity Products: diversified play into the micro-letter app platform where the mobile side of the implementation of a diversified play, not only mobile phone app, in micro-letter, mobile map, Third-party Shopping Guide, micro-letter, such as mobile Internet platform are involved. Every guest mobile app now has more than 10 million active users, accounting for the total number of users of One-third, mobile app orders more than a total of a single amount of 20%. Micro-letter, where the customer in April has launched three public accounts, "where the official website", "where the customer sincerity goods" and "every guest talent", the user small growth rate is very fast, order conversion rate can be more than 8%. Dangdang: No Innovation mode but the volume of traffic orders considerable dangdang at the mobile end of the flow, orders are relatively considerable, but did not introduce a targeted mobile operators model. According to Dangdang Wireless Division data statistics, 2012 mobile when the user traffic increased by a hundredfold, accounting for the total user flow of 25%, every day about 230,000 people new mobile phone Dangdang app, is expected to 2013 mobile phone when the order will increase more than 4 times times, traffic will reach the total network of 50%. Mobile network Shopping Group analysis: A lot of coupons hunter! Purchase frequency: 21% per cent of people who bought more than 7 times in the past 6 months, according to Econsultancy, the agency conducted a survey of some mobile phone users, showing that 12% per cent had purchased more than 6 times in the past 7 months. 54% of people who have bought products using smartphones have spent less than 50 euros (about 398 yuan) in the past one months. Buy Tools: tablet computer dominates or flat screen large, more suitable for online shopping. In June, Adyen, the global payments company, released its first quarterly index to track the changing mobile commerce sector. The index shows that tablet devices, including the ipad and Android, have increased by 5% in mobile transactions over the past 10 months, from 48% to 53%. Research has shown that tablets, as a leisure browsing device, allow users to produce impulsive shopping, and because of the screen size restrictions, the smartphone is difficult to achieve similar results. How to buy: location-based coupons to stimulate mobile shoppers are a lot of bargain hunters. In June, according to RetailMeNot's study, half of American shoppers were more likely to buy goods from stores because they received location-based mobile coupons.33% of users said they were looking for online coupons on their phones and 26% of users bought their products in stores using cell phone coupons.