Reconfiguration of mobile power quotient who will be the Black horse

"Billion power network," the earliest domestic mobile phone report began in 2008, that year Taobao high-profile online mobile web version. 2010, Taobao and Macaulay successively released mobile phone clients. Then came the 2012, where customers were constantly releasing signals that mobile-end volumes were soaring ... From 2010-2012, Taobao, where the customer, Macaulay Forest is basically the domestic mobile shopping in the field of the most high-profile several of the swimmers, Jingdong, Tencent, only goods will, Poly-American excellent products are rarely seen.

Into the 2014, the mobile shopping market mutation, where the customer, Mai Lin almost have faded out of the industry line of sight, once silent jingdong, only goods will, the United States began to madness in the mobile end of the fuss, the most unexpected is, originally thought has been the pattern of the electrical business industry to kill a "universal micro-letter", Let the previous ride the dust of Alibaba feel pressure.

Market share: Mobile Taobao is still the boss

"Compared to three or four years ago, the mobile electric business site has been reclassified, the small role of the attack, the ruthless role fade out, the Big alliance of the drama began to play." "One person concerned about the pattern of domestic mobile commerce," said.

A survey from the Analysys International data show that in 2012, China Mobile shopping market, mobile Taobao trading scale accounted for 76.4%, said that the top of the list is not too much, Jingdong, Tencent Power, buy and sell treasure, Fank, etc.

Then look at the mobile shopping market two years later, Taobao is still the majority of mobile phone network to buy people's first choice, but its overall market of mobile electric dealers are being seized by a group of new opponents.

Billion state power network official micro-letter recently on "You use the most frequent shopping app" survey results show that 57% of the respondents use the most frequent shopping app is the mobile Taobao, 8% of the respondents chose the mobile phone Jing Dong, 3% of the respondents chose the mobile phone U.S. group, two years ago, the market share only 3.9% of Tencent's electricity quotient, Now it has become a part of the capital's east-but Tencent has retrieved 27% of users with a "new species" of micro-trust.

Once a high-profile foray into the electric business Tencent drubbing, now a social tool for the micro-letter but let mobile electric business even the whole electric business, this let Taobao in the mobile end of control, while losing sense of security. Therefore, Taobao Wireless in the last year has been busy shielding micro-letter, shielding guide, so that their more and more closed. The more closed it is, the more "restless" the platform sellers seek for more traffic.

Transverse PK: Electric quotient five tigers recount

Billion power network investigated a number of mobile phone Taobao outside the sale of other mobile sales channels of sellers, found that jingdong, only goods will, Poly Mei Excellent products, micro-letter and other electric business app became a recent seller of several "potential shares."

Comprehensive public information and information provided by sellers, billion power network to the above several types of electric business app did a number of dimensions of the

than：

On the user base, mobile Taobao has enough PC-side "capital", the user in 2013, a breakthrough of 300 million, has long been with other electric business app opened distance-by contrast, Jingdong app's 100 million users can only be "pediatrics", Poly-mei excellent products, only products will not be a level. But compared with the micro-letter, mobile Taobao's user level is suddenly dwarfed. Public reports show that the total number of users of micro-trust in 2013 exceeded 600 million, just as the mobile phone Taobao twice times.

And on purchasing power, only the goods will and Poly-Mei excellent products of the Flash purchase model in a large extent killed Taobao and Jingdong two all-inclusive giants. Similarly, although Jing Dong main digital home appliances are standard products, but its unit price is higher, and the product contrast has strong demand, so the user decision-making is also more sluggish.

The purchasing power of micro-letters is largely a mystery. Although Jingdong recently claimed that the online micro-letter shopping entry after the day turnover compared to the "my bank card" under the two-level entrance turned 8 times times, but long-term developers to be seen. In addition, micro-letter on the basis of the public number of micro-letter mall sales are very few, most of the brand is currently on the micro-letter mall is a "brush the existence of the sense of" "keeping" mentality, the harvest is still far from.

Billion power network investigated a number of the above platforms have layout of the sellers, from sales, platform systems, platform strategy and so on to understand the above platform in the mobile end of the different status.

From the sales situation, in the PC-side completely with Taobao, cat is not a magnitude of the only product will, is becoming a very attractive seller of mobile sales platform.

A well-known outdoor brand electric business general manager to billion power network revealed that its only products in the mobile end of the sales accounted for a little more than the cat. "If you can sell 100 pieces of clothing on two platforms, then 30 of the items will be sold on the mobile side, and only 20 of them are sold by mobile." ”

The product is already trying to make the phone

It accounted for 36% of mobile-end sales in the first quarter of 2014, compared with 43.6% of sales in April this year, according to the results. Although the mobile phone Taobao has been emphasizing the rising flow, but from the data disclosed by the double 11 last year, its sales accounted for a ratio of 15%.

From the mobile end of the drainage strategy, the only product will also be doing some bolder attempts. The above mentioned brands to the billion Bang Power network introduction, only products are already trying to use the handset-side goods, businesses need to the mobile phone platform for independent supply, "and the mobile phone Taobao currently attracts users is Low-cost, Low-cost, low-cost, mobile phone exclusive price has become almost the only killer, so that the user is actually not loyal."

Look at the opening of the platform data, in addition to the mobile phone Taobao can open part of the basic data, only the goods will, Poly-Mei excellent products, Beijing-east platform of the sellers almost all pointed out that "data too close" the status quo. According to the business revealed that Poly-Mei excellent products for the operation, sales data management are adopted a closed strategy. "We do not know which orders and users are through the mobile end of the United States, which is from the PC, and sometimes even the mobile end of the male users more than the female users are not clear." "A cosmetics brand founder told billion Power network.

Remaining market opportunities: the Rise of mobile shopping guide?

In addition to the only products, Jingdong, micro-letter and other background of a strong platform, there is a mobile end of the low-key eating Taobao sellers and traffic power is "Shopping Guide application": Beautiful said, Mushroom Street, pocket shopping, etc. originally rely on Taobao and live the shopping guide platform, are trying to sell the sellers in their hands, the formation of closed-loop data new trading platform.

Last year, a small seller to the billion power network revealed that in the six months of the deal orders in 81% from the mobile shopping platform pocket shopping, because the pocket shopping for sales pull, its direct from the five diamond sellers upgraded to crown sellers. Soon, the mobile phone Taobao began to use the mobile end of "play scheming", such as in the shopping guide application of the Product Details page to force users to jump to Taobao client, hijacked shopping guide app users.

In the "enjoy" to Taobao all sorts of cold shoulder, shopping guide site are beginning to try to expand their own businesses, self-built platform. For some difficult to bear high marketing costs, low exposure rate of sellers, with a lot of users of the "shopping department" site has a large appeal.

According to the official data of Mushroom Street, it launched the excellent store platform (its own consumer platform), a single month of sales that breakthrough 300 million yuan, the current registered users of about 80 million, of which mobile phones active users more than 35 million, more than 60% of the monthly turnover from the mobile end.

and pocket shopping "micro shop" is also in the dark "move" Taobao platform sellers, in the mobile end to help realize a key move. A turn off Taobao shop, settled into a micro-shop two months or so of women's clothing sellers to billion power network revealed that its daily orders have been in the 200 single.

In addition, there is a mobile phone taobao potential big opponents-pat net. Before Tencent's tepid Pat NET and no independent mobile client, only the WAP version of the page. After the merger of Jing-dong, Pat Net was as a key project, a great deal of heavy flag drum against the momentum of Taobao, if you can counter success, mobile phone Pat will undoubtedly also become a part of the mobile Taobao traffic important role.

In addition, particularly noteworthy is that, in addition to platform-type app, brand loyalty of the merchants have started to build their own app, although the current production of limited sales, but the brand's interest in a proprietary app is rising.

This may be a trend that many people have predicted, but cannot predict, progress. In the billion power network recently held a mobile power business salon, unexpectedly, the brand and developers are most concerned about the problem is not Taobao or micro-letter on how to layout, but also in their own official app for goods and traffic efficient operation. This reflects, to some extent, the concerns of brand makers.

Brand dealers believe that the real mobile era must be centralized. They believe that users who are willing to take out more than 10 megabytes of memory on their mobile phones on their own clients are the true manifestation of loyalty. In the first 5 years of Platform mode guidance, the platform has driven the user to the electricity merchant migration with the massive entrance flow and the low price, but it does not solve the problem of how to continue to develop the brand, "only when a user is because of my goods or services, and not because of platform promotions and low prices, this user is what we really feel at ease." "The founder of a cosmetic brand growing up on the platform admits that this is his latest understanding of the mobile age."