Two-dimensional code scanning shopping applauded not to draw a wait-and-see attitude of electric business

If you read the newspaper or look at the direct mail directory, in the ads to see the right goods, with a mobile phone sweep next to the two-dimensional code, immediately completed payment, and then wait for the goods to send home, so is not a very good shopping way? But this sound shopping concept is not that good.

Change

In the opinion of Chen Shaotao, vice president of Macquarie, two-dimensional code is the future trend, for young people, mobile phone fragmentation time and utilization will be more and more, two-dimensional code will be diverted off the line of shopping share.

The direct mailing list used to be an important part of the Macquarie business, but according to its second-quarter earnings, the net operating income of the call center was $11.4 million, down 23.3% from 14.8 million U.S. dollars in the second quarter of 2011, mainly because the users were streaming to the Internet.

"Consumption patterns have become mobile phones and online shopping, few people have read the magazine by coding to order, mail-order catalog marketing has become a sunset industry, but this industry can rely on two-dimensional code revival?" This is a problem that can be explored and concerned. "Chen Shaotao said.

Also concerned about two-dimensional code scanning shopping and the yoho! has the goods, and other electrical sites are not the same, this positioning online shopping mall site, there is a circulation of 500,000 volumes of the "Yoho trend" as a match.

"Yoho" in each issue of the magazine, there are yoho! record book, to the reader recommended yoho! have the most occasional goods, the most distinctive products, but this is often through the call center to complete the order, sometimes when the need for a temporary additional call center staff.

For yoho!, the biggest novelty the two-dimensional code brings to them is "sharing and interaction," Two-dimensional code allows users to access the offline experience of online channels, such as they have held offline activities, "a Kara's Dream", and online use of two-dimensional code in the yoho! has a cargo app to complete the ticketing.

In the use of two-dimensional code shopping, yoho! has the goods in charge is regarded as "the inevitable" thing, "in the actual operation level, we can convert merchandise SKN number to one by one corresponding two-dimensional code, and these two-dimensional code on any convenient display of the visual platform, such as magazines, Web sites, By scanning the two-dimensional code, the user can directly enter the Product Details page to purchase the order. ”

In fact, many media magazines have begun to explore earlier than those of the electric dealers.

Positioning in mobile phone scanning shopping platform of the company "Flash purchase", successively with the south are all media cluster, Feng still magazine, the whole society and other mainstream media to establish strategic cooperative relations, its launch of the Flash shopping mall platform, so that users can be in newspapers, magazines, outdoor media and other channels to carry out sweeping map shopping, and its cooperation with the print media has entered the field of mobile electricity.

The two-dimensional code, which began in China this year, has already been quite large abroad: their magazines, newspapers, outdoor ads, posters, tour manuals, flyers, coupons, electronic tickets, and even a tree with two-dimensional yards. The two-dimensional code becomes the foreign handset user to log in the website as well as obtains the advertisement commodity information the very convenient way.

Flash purchase related official said, mobile phone sweep code for traditional media, directly changed the way advertising marketing, media revenue source is not just advertising, but and commodity sales directly generated contact.

Wait

But for most media and electric dealers, shopping in two-dimensional code is only a small part of the attempt, the wait-and-see attitude is far greater than practice, the biggest obstacle is not technology, but marketing and nurturing.

Chen Shaotao said that the bottleneck of two-dimensional code shopping, although for the user is very important, but does not mean that shopping has a driving force, because the electricity dealer's DNA or price, if the two-dimensional code shopping commodity prices do not have the advantage, then still will not have a large conversion rate.

"Promotion also needs a process, and mobile phone payment will also be a bottleneck, such as online payment steps too much, if the goods to pay, do not do a lot of merchandise together to collect, will increase logistics costs." "Chen Shaotao said.

Chen Shaotao points out that it is not currently possible to assess the effect of two-dimensional code shopping, but the cost of developing two-dimensional code shopping is higher, and the rate of return is not high at present. Currently, Macaulay is working with Third-party companies to launch the magazine, "All products are displayed by Third-party companies, we are only small-scale attempts." "Chen Shaotao believes that two-dimensional code shopping to produce real profits in China to wait 2 years."

Yoho! has the goods related responsible person said, their two-dimensional code scanning shopping concern is, the user has been accustomed to read the magazine to purchase the product, if the user uses two-dimensional code, this needs a promotion process, also need to use the actual effect to verify this kind of shopping way can become the future mainstream.

On the other hand, the operator support is not big enough, mobile phone terminal is not popular, mobile phone platform identity is difficult to identify also let yoho! have goods wait and see reason. "According to the current situation, our young users are more interested in this way of shopping, so we will consider using the magazine media and network media for publicity, the radiation of the wider user base, according to the response of everyone to adjust the next strategy." ”

According to the "entrepreneur" magazine reported that the current two-dimensional code shopping effect is not obvious, such as a two-dimensional code companies with a free subway newspaper in Shanghai one months of scanning shopping, the results add up to less than 2000 people sweep code, buying behavior is dozens of. And the cooperation with the purchase of the wheat bag is also considered two-dimensional code shopping effect is not very obvious.

From the payment side, Alipay has been actively promoting two-dimensional code shopping, his advantage is to be able to directly tied to the payment. For example, not long ago Alipay and the top grade discount to reach a cooperation to achieve store merchandise sweeping code shopping.

Although two-dimensional code can hit the line between the lines, but pay Bao public relations director Chen Liang also frankly, the current two-dimensional code shopping supporting system such as logistics, distribution has not yet been established, which is the reason many businesses wait and see.

"It is not good to judge when the two-dimensional code scan can be mature, it may take 1-2 years, but there are already a lot of two-dimensional code scanning applications, such as scanning menu discounts and so on, there is such a market stimulation, there will be more and more people to use." "said Chen Liang.