Changing consumer shopping habits and promoting marketing transformation of handset manufacturers to enlarge the layout of online channels

Abstract: Under the guidance of the internet, consumer shopping habits have changed, in addition to online channels of low-cost, mutual entertainment and other advantages, but also to promote the handset manufacturers to start marketing transformation to increase the layout of the online channel. The first China good mobile phone ceremony released the "2014 China Good

Under the guidance of the internet, consumer shopping habits change, in addition to online channels of low-cost, mutual entertainment and other advantages, but also to promote the various mobile phone manufacturers to start marketing transformation-to increase the layout of online channels.

The first China good mobile phone ceremony released the "2014 China Good Mobile phone annual report," pointed out that 2014 domestic handset market online sales reached 82.69 million, the overall proportion of mobile phone sales reached 18%, an increase of up to 56.6%.

As China's important online mobile phone sales channels, Beijing East last year to complete China's online mobile phone sales accounted for 53%, the highest share. Jing Dong Communication Mining sales of a general manager Hu Shenli in C114 and other media interviews, said with huge online users and based on the large data analysis behind the user, Jingdong not only allows consumers to obtain satisfactory mobile phones, but also for the terminal manufacturers to provide the most reasonable online sales plan, complete precision marketing; he also said that in addition to terminal manufacturers , the future Jingdong will also increase cooperation with operators, from the "Buy mobile phone on the Beijing-east" further development for the "buy the contract on the Beijing-east."

Large data analysis + Precision Marketing: Busy sales first

In fact, as early as 2013, Beijing East has achieved online mobile phone sales first. November 19, 2013 in ZTE Nubia new product launch, Jingdong first announced based on user data mining, understanding user needs and mobile phone brand manufacturers to cooperate with the Jdphone plan, and Nubia also become the first Beijing East crab customers. The plan promotes the Beijing-east joint brand manufacturers to integrate the industrial chain resources to create cost-effective products that meet user needs and exceed customer expectations.

With the development of mobile Internet, consumers are keen on online consumption, traditional handset manufacturers also have to pay attention to the layout of online channels, online mobile phone sales again big outbreak. It is reported that in 2014, Jingdong not only once again occupy the online sales first, but also completed more than 400 new models of the start, an average day more than one.

When it comes to the reason, Hu Shenli that the line under the different sales model, Jingdong is an electric business platform, is a page, the theory can be a day of the first n, but these new releases of the period is not random arrangement, but are based on large data. Hu Shenli pointed out that jingdong according to the background of the data and port user characteristics of the different, reasonable arrangements to buy time to meet the needs of different manufacturers. He cited Lemong K3 as an example, the mobile end is generally micro-letter and hand Q ahead of the robbery, and the PC end will be set in the 10:00-10:30 open Rob.

In cooperation with the terminal manufacturers, divided by large data analysis as the basis for precision marketing, Jingdong also pay attention to work with manufacturers to carry out innovative marketing programs, such as with the large cola cooperation of the public-chip mode. Hu Shenli pointed out that the project has a strong innovation, and the core of the public chip is the transparency of information and user participation, as a participant, Jingdong has the market's first platform for the public. "However, a public-raised way can only play once, otherwise the user lacks freshness." "he said.

Increasing cooperation with operators: promoting "online contract" development

Referring to the development of the 2015, Hu Shenli that Beijing and east have several major development direction: first, the 2015 Beijing East will implement channel sinking, further complete the three or four-line urban market layout, for county and township users to customize the needs of the good mobile phone.

Second, strengthen cooperation with telecom operators to promote the "contract" of online sales. Hu Shenli said that he came from the operator to understand the plight of operators, China Telecom proposed "to telecommunications", Beijing East can help operators to achieve online "contract" of the Internet transformation.

"Jingdong has the country's largest online mobile phone sales, but also has the largest online contract sales platform, the platform not only simplifies the user's processing process, but also enhance the user experience, and finally the mobile phone and card packaging sales, has been highly recognized by operators." ”

A few days ago, the Ministry of Public Security, the State administration of Industry and Commerce issued the "Telephone" black card "special action work Plan", the program stipulates that from February 1 this year, all failed to achieve the user identity of the real-name real-name authentication of mobile phone card, will stop selling. In response to the national information security call, Jing-dong first standardized online mobile phone card sales. Hu Shenli pointed out that during the operation, the Beijing-East time with the telecommunications operators to maintain close communication, follow-up to the smooth on-line. He said that the February 1 user real-name, how to resolve the user experience has become the focus of Beijing East, the future for the operator market to do more.

"Online contracts than selling mobile phones difficult, more processes, experience poor, for the user experience, Jingdong research and development departments and business departments around the user ID photo upload to do the most minimalist, the most extreme and other specialized research." He says, from letting users pay their bills, recharge them, go to a contract, select the card, buy a mobile phone, and then to after-sales service, door-to-door and new, and eventually formed a closed loop, so that consumers throughout the Beijing-East site to complete a one-stop packaging experience, thus realized by the "buy mobile phone on the Beijing-east" to "the contract on the Beijing-east."

With the popularity of mobile terminals, mobile electric operators to become the focus of manufacturers, the 2015 Jingdong will also increase the layout of mobile electricity. Hu Shenli said Beijing will focus on the future of the brand shop layout, to assist direct operators open Jingdong Micro shop; In addition, in the marketing side, Jingdong will also set up a community forum to enhance the stickiness of fans, while in the operation and in the media of the electric business walk faster, and ultimately to provide consumers with more value.