Mobile electronic commerce is actually a kind of atavistic

In the summer of 2007, the United States and even the world's biggest concern is not Hollywood blockbuster, but Apple launched the iphone smartphone. The product provides music playback, e-mail transceiver, Internet access and other functions, and this phone does not have letters and digital buttons, is entirely through the finger touch screen can do everything. To get an iphone, someone lined up early in the morning and even the mayor of Philadelphia went in line. With a frenzy of iphone followers, people around the world flock to the hottest, and the hot-flashes are higher than one side, and November 11, 2011, when the upgraded version of iphone was sold in Hong Kong, attracted more than thousands of people waiting in line at the Apple Store, waiting in line for the footbridge near the store. At the opening of the Apple Store door, a lot of fruit powder to the camera, camera aloft, cheering this moment. After the IPhone5 and other products have been published, all over the consumer in advance a few days queued purchase phenomenon, "apple fever" is sweeping the world.

Smart phones, not only Apple, "Apple hot" behind the hidden what?

Atavism of mobile phone application

(a) What is atavistic

In biology, atavistic refers to a special genetic phenomenon, which refers to the anatomical and physiological features of human ancestors and the disappearance of modern human beings. Popular point is the biological in the course of history, because of the influence of objective conditions, body organs gradually evolved or degenerate phenomenon, this change is also inherited from generation to generation. But in the tens of thousands of births, it is possible that once-degraded organs suddenly appear again, as if a weak genetic factor, which has been suppressed for a long time, is suddenly reinforced. At this time, an organism appears a part different from the general state phenomenon, this is called "atavism". For example, domestic chickens, ducks, geese through the long-term domestication of human cultivation, has long lost the ability to fly, but sometimes there will be a very strong flying ability, which is due to the presence of atavism in its body, so that its flying ability has been restored.

This atavism is actually a retrospective of history, the disappearance of the organ, function or ability to return to the original form of expression and manner. This is a more innate and instinctive embodiment, in other words, atavistic.

(b) What Jobs called experience is a humane atavistic

The Revolution and evolution of Internet is the process of user experience atavistic. In the traditional PC era, people are accustomed to using a wired mouse and keyboard to achieve operation; portable notebook when the tide, wireless mouse quickly come from behind, while the touch-type; now, the popularity of mobile terminals, the mouse has appeared clumsy cumbersome, so, finger touch control homeopathy overall attack. In fact, this evolutionary history is the process of returning to history. Man freed his hands and used his hands to fiddle things. In the internet age, the mouse instead of the hands of the computer operation, tablets and full touch screen mobile phone to achieve is back again with the hand to fiddle. Visible, the so-called user experience upgrade, is atavistic to the essence of people, so that the experience more convenient and more human.

The "atavistic" experience is the ultimate "apple Godfather" jobs. It is undeniable that Apple has made innovations in original technology, as well as in business models, but, crucially, jobs ' fundamental innovation is to focus on the user experience. Jobs is based on consumer psychology, return to the human nature, so that users get Apple products, cheers, wow, this is the product I need!

On the surface, is the development of mobile internet and mobile terminals forced people to change the way of life, in fact, behind this momentum is to highlight the internal needs of the user experience: that is, the application of atavistic to make human life more convenient, this convenient more close to the user pursuit.

(c) atavistic, that is, the imitation of nature

Atavistic is not a new story. Thousands of years ago, our ancestors pointed out that "DAO" is the core element, and the highest state is to learn from nature. To respect "Tao" is to respect human nature and obey the objective law.

Product design to follow the user experience Law, is also a natural, this "Tao" has penetrated all walks of life. For the capital of the electronic commerce, Zhi Xin and the public always stressed that the road of E-commerce is the core of business, electronics is only means, rather than too much emphasis on electronics. The core of business is to make the enterprise profitable from the angle of customer relationship and business volume, to help the customers save money, to realize the sustainable operation of the partners, and the electronic is the most scientific and economic means to achieve this goal. For example, when Ma Yun in the Ministry of Commerce in China E-commerce Center only understand a foreign language, he was doing e-commerce will only send e-mail, play games, and nothing else, but he can make E-commerce a world. This gives us the revelation: can do e-commerce is not necessarily skilled people. Application-oriented, business-literate people can also make a world of e-commerce. Respect the heavy road, can grasp the lifeblood of the trend, walking in the forefront of the industry. Mobile electronic commerce is also to return to business, is also a natural way.

Second, mobile phone E-commerce atavism

(i) The return from mass to minority

Large supermarkets or department stores, or modern E-commerce, the face of the audience groups are different, commodity diversification, information quantification, every day around us is always surrounded by a lot of information, and mobile E-commerce focus on the user experience, do Jane do fine.

Compared with the traditional e-commerce, mobile E-commerce is the biggest difference lies in user terminals, the use of personal mobile phone to participate in E-commerce, including placing orders, online payments, mobile banking, electronic wallet and other functions. Mobile E-commerce brings consumers less information than traditional e-commerce. The handset terminal presents to everybody is filters the massive advertisement and the rubbish information useful business information, is a few valuable information, this is the handset electronic commerce "quantity" the atavistic.

China's business development, always with a point of "open a gas station, open a restaurant, open a supermarket" story. E-commerce is no exception, from the PC-side e-commerce to mobile phone e-commerce, will always experience the "Yangtze, before the waves died on the beach." Finally survived the mobile phone e-commerce is ultimately through the "way" of the experience, by the market waves to leave the elite. And they are the most understanding of consumers, the most can penetrate into consumer life, consumers like and accept. This is the mobile phone E-commerce "quality" atavistic.

Mobile E-commerce by less interference information, people just deal with a small part of the amount of information to help people realize the message from the mass to a few of the return.

(ii) from complex to simple regression

As the old saying goes, "random flowers are becoming attractive eyes", in the era of information explosion, many people have been suffering from the "choice of disorder." Supermarket shelves of different categories and brands of thousands of goods, computer terminals full of special promotional information on the screen, in the face of these, you will sigh, more choices, is no choice! More choice does not mean more laughter.

In contrast, mobile E-commerce provides us with a more convenient and simple shopping environment. Nowadays, with the popularization of 3G network, all kinds of mobile applications provide online downloading anytime and anywhere. Just download the terminal program, browse Taobao, buy, online payment, share and comment on the merchandise, all of which can be completed anytime. Under large data flow, a few seconds will be required to install the client one on our phone. Can realize data synchronization, identity authentication, no longer have cumbersome login page-account-password-verification-login, such as a series of operations, just a touch quick operation mode, click to enter, is our demand for E-commerce world. and can meet different preferences of the crowd, like shopping of the sister paper, love to travel donkey friends, like to read books and insects, pay attention to the taste of housewives ... In addition, there is the fast pace of life through two-dimensional code scanning is to achieve shopping, or according to the location of the most convenient way of shopping, these return to simple life began to occupy the territory of people's lives, and gradually have their own fall position. All it takes is a touch of a finger, and someone will send what you want to your doorstep.

In a fast-fashion consumer environment, more users want to be guided so they can get the information they need directly and quickly get what they need. The easy and easy access to 3G networks, secure and convenient mobile payments, and simple human manipulation processes make our lives simpler and easier. It can be said that the realization of mobile e-commerce is to help people's lives from complex to simple return.

(c) from "consumed" to "autonomous consumption"

In the past, when shopping we were on demand, a shirt, a watch, a kilo of meat and so on, what we need, and only to buy the things needed.

Nowadays, most people must have the experience: when they go to the supermarket, they just want to buy a box of yogurt, go all the way to buy yogurt place, after the fresh area, non-staple food area, the daily life of the area, the results came out, is a big bag of both hands are not moving things; There are 399 minus 100 activities, originally just want to buy a pair of shoes, the result, also bought with a suit of clothes; online shopping, full screen of the "anniversary", "Parity Month", "year in the big promotion" and so on the booming promotional information began to the consumer "bombing", and "full 399 yuan to send 618 yuan", "You buy I will send" The Electric dealer rebate discount, seemingly "to force", but in order to these concessions temptation, had to buy some for the amount of products. After a variety of single customers in the coupon consumption but have to face a variety of restrictions and new problems: Commodity category restrictions, difficult to scrape, coupons, such as the use of short term.

Why is that? Because we are too much information to interfere with the purchase of a lot of so-called super benefits but actually do not need or temporarily do not need things. In stealth we are stimulated by business promotion, if we can not always remain a "rational person" role, it will inevitably become "consumed" in a group of members.

This violates the user demand even has "the illegal promotion" the suspicion pattern to be subject to consumer criticism. Because most consumers say they are not getting real benefits. It can be foreseen that with the increasing influence of electronic commerce on people, it is the general trend to go back to "independent consumption" from "being consumed". Change, starting from mobile E-commerce! Mobile electronic commerce allows users to choose to buy products, free from or very little affected by interference information, can better grasp the right to self-determination. Through the mobile phone E-commerce platform, consumers can enjoy more real convenience. Mobile E-commerce allows consumers from "consumption" into "independent consumption."

Third, how to grasp atavism, access to mobile phone E-commerce success

(a) must have the interface expression ability based on 3D technology

Human beings are in a 3D space, and based on technology and hardware capabilities, the mobile interface has long been a 2D flat effect presented. With the development of technology and hardware capabilities, 3D interface expression is becoming more and more important for mobile phones, which is more in line with the form of human visual acceptance, in other words, the nature of 3D technology is also the atavistic of human vision. Because of this, 3D is more and more accepted and liked by the public.

On this point, jobs had long seen the vast world of 3D, in the 80 's he dabbled in the application of 3D technology, and in 1995 launched the world's first full 3D three-dimensional animated film "Toy Story", he also tried to extend 3D to the tablet and mobile applications. However, these applications are only pseudo-dimensional, the means is first produced into the ordinary 2D effect, and then through the computer post-processing, some of its scenes into 3D effect. Just a part, or a scene to do a stereo effect, but in the color saturation and in the visual experience, there is still a certain level.

To achieve greater success in mobile phone e-commerce, you need to go beyond pseudo three-dimensional, do a real 3D, early image shooting, the latter of the image processing to achieve excellence, the ultimate realization of all-round, high authenticity of the visual experience. The animation and digital effect technology represented by Max and Maya can provide perfect 3D modeling, animation, special effects and efficient rendering function, and powerful, easy to learn and use, can meet the application requirements. So, a full range of mobile phone fitting 3D effect, 3D shopping scene of the realization of the line is about to become mainstream.

(ii) Consistent with human psychology

The use of mobile phones, on the one hand, so that less useless information, while retaining a greater degree of relevance to their own information, on the other hand, in mobile phone usage, it is also simplified to touch only with a finger can achieve all the operation. This kind of omni-directional from many to few process also conforms to the human psychology. Mobile E-commerce, from a large number of products to remove screening, and ultimately determine what is needed, this is one of the most common atavistic psychological phenomenon.

Grasp the popular mentality, it will be more successful. Psychology is the science that studies individual's behavior and spiritual process, and understands its corresponding behavioral work through the analysis of people's mental activities. There are many branches in psychology, in which consumer psychology can be introduced into E-commerce as a reference to improve the consumption conversion rate strategy.

Through the study of consumer psychology, we can understand the consumption potential of netizens in the online life, consumption process, psychological activities and personality characteristics, explore what factors will ultimately affect the consumption decision. Through these characteristics and conclusions, the formulation satisfies the consumer to use the custom the product, attracts the consumer the use, thus achieves the current period profit the goal.

Psychology is a very professional and complex subject, such as the industry's famous Chi-Xin, the company commissioned a dedicated research center to recruit Harvard postdoctoral to the field of specialized research. The establishment of social sample library is the most basic research. Building an algorithm model is a very complicated task, which is a very painful thing for the research of mobile phone dealers. In fact, the application of psychological system research to mobile phone e-commerce, capable of a little fur will be able to lead in the industry, research to moderate to lead China, and do well to lead the world.

(c) Not the 28 rule, but the 1:99 rule.

We are familiar with the 28 rule, for example, 80% of the revenue from 20% of the goods, 80% of the profit from 20% of customers, 20% of the page content for visitors to provide 80% value. However, in the field of mobile phone e-commerce, is no longer the 28 rule, but the "1:99" rule.

In the selection, not all the goods are suitable for sale on the mobile phone, from a large number of goods to choose the real mobile e-commerce, is not a simple thing. On the other hand, the marketable products will be focused and changed as the seasons or holidays change. Also, customer matching objects are different. Based on the characteristics of mobile electronic commerce and the changing characteristics of goods, we need a correct model, in order to calculate, filter, verify: First, to determine the commodity screening mechanism, from commodity attributes, commodity latitude, market sales, industry future and leading enterprises, such as the five levels of screening; second, the need for full network data collection, Collection of the Internet-related categories of mass data such as commodity information, sales of items, sales, turnover volume, etc. thirdly, by setting different environmental parameters, adjusting and simulating to the same data environment and dynamically matching each dimension, the data of the above attributes and parameters are varied To make it as real as possible to reflect the quality and inferiority of various commodity categories under the same conditions, to provide a credible reference; the third, through the socioeconomic data parameters to further amend, so that more in line with the macro consumer environment; Finally, through data sharing and joint research of Third-party research institutes, the revised So as to obtain the most realistic commodity data. Through the above rigorous chi-Xin combination of PSC strategy screening products, is the most suitable for mobile e-commerce sales of goods.

In fact, without the right goods, coupled with the mobile phone E-commerce interface reasons and mobile phone program response speed, 99% of customers will give up mobile phone shopping.

In a word: To do a good mobile phone e-commerce, it should be a mobile phone e-commerce inside the crazy primitive people.

Both paranoid and atavistic!

Author Introduction:

Jin Xin, China's leading E-commerce leader, national experts. Zhi Xin and the public (e-commerce direction), Zhi Xin Yu Jie, the founder of cloud mud technology. E-mail: service@ec-serve.cn, Welcome to Exchange.