"Do not do will die"! The coming electric quotient Big change Bureau

"No zuo,no die, do not die." "Friends at the weekend in a friend's circle of the new version of the English deduction." This is not truth, at least in today's Internet circle. Not with the tide you will die, will not innovate you will die. If you don't, the future may not be alive. In this era of great subversion, no one can sleep on the waves.

2014 China Internet what may be hottest? Of course, E-commerce, as well as the Internet finance driven by it will also attract attention. "Two horses", Ali, Jingdong IPO, Baidu borrow map and large data turned from needless to say, search, micro-letter, micro-bo, map all kinds of tools have been involved in. This alliances will probably determine the bat trend and the future of China's internet giants. "First fat is not fat, after fat over Kang", like a bearded ying at the end of March this year, China (Shenzhen) It Leaders Summit evaluation of Bat three, said. But, how will it change the Bureau, or the opportunity of e-commerce changes?

2013, everyone is concerned about one thing, that is, micro-letter E-commerce? Not only Alibaba and Ma Yun Concern, other electric dealers are concerned, upstream enterprises are also concerned. We can already see that for the Internet, today we say it means that mobile Internet may not be sure, but the future is certain. This is determined by device properties, time allocation and user habits, and is an irreversible trend. Therefore, for E-commerce, "mobile end" of the decisive battle will determine the future is doomed.

In fact, mobile E-commerce and E-commerce, the key is not only can move anywhere. Referring to Taleb in the Black Swan: How to deal with the unpredictable future, "history and society will not crawl." They jump. " This is already a two level event. Just as Nokia, HTC sell mobile phones, millet also sell mobile phones, but this is a different situation.

If traditional shopping is the conversion of traffic to customers. Mobile shopping, especially through mobile phones, actually represents people, and it is a more intimate, personal, experience-oriented and interactive way. Such a shopping behavior, is not simply to meet the needs of life, but more attention to the process of shopping and psychological experience, can even be said to be a kind of leisure and entertainment behavior (I believe many people, especially women have the same shopping with the emotional release or when bored by shopping to kill time experience). As a time of fragmentation, a small screen, a short process of shopping, mobile shopping is really more like an entertainment or social behavior, rather than the traditional simple consumption process.

This also puts forward several requests to the handset shopping platform: one is in such brief, the fragmented time, how to the user shopping (entertainment) behavior carries on the effective satisfaction? Second, how do you build strong relationships (data) and social relationships (interactions) with users through this process? In addition, how to select goods, Supply chain and other aspects of the transformation, in particular, how to affect the most upstream production and brand-building behavior, so as to meet customer needs and customer satisfaction to do a better match?

These new requirements are significantly different from the traditional shopping platform. For example, for users in the mobile phone terminal similar to "shallow reading" behavior characteristics, the more direct information to provide users, the simpler the better, the relevance of information, attractiveness and user browsing habits are critical. As a result, large data algorithm recommendations and search engine technology have become more important to mobile shopping. For upstream suppliers, the changes are more than that. First, based on mobile, social shopping habits, consumer demand for goods will change, and may be more accurate prediction; second, comparing brands and prices, "match" and "Word-of-mouth" began to become important, which coincides with the "long Tail theory" of the argument, And to open up new opportunities for SMEs and producers. Third, the brand-building of mobile shopping products has become more of a process of detecting user needs and establishing contact, interaction and Word-of-mouth communication.

This based on mobile, better use of data technology, social mode of shopping behavior to achieve a restructuring of the industry, is the traditional shopping system and ecological optimization, in this industry innovation and reinterpretation process, we can find some unique opportunities. For example, we have seen the recent Cytopathic company, a U.S. mobile phone shopping platform company, a San Francisco start-up company focused on mobile phone shopping, through the way of apps.

Users can log in by mail, can use Facebook, Google similar account landing cytopathic; First-time users need to provide simple information such as age, sex, through user habits and behavior, as well as a series of automatic referral algorithm support, cytopathic can timely to the user's mobile phone screen to promote their interest in goods Each window has only 4-6 items, and this push is updated with user behavior changes. It is said that cytopathic online only 18 months, has developed 250,000 subscribers, daily app download more than 80,000.

According to the simpler the better Internet law. Cytopathic such a subversive emphasizes on smaller screens, the fragmentation of time, a very short process of how to attract users, grab his attention? It's fun to make a monotonous shopping move like a game or a social one. And, the more users use, the more accurate the results, and more in line with, or even exceed the expectations of customers, the process will be more attractive. Like Google translation machine learning, Cytopathic's recommendation engine is continually improving.

Cytopathic turns shopping into a pleasurable experience and recommendation, as its slogan says: Make mobile Shopping effective & fun (makes mobile shopping more efficient and fun). In addition to the precise recommendation, Cytopathic also has some random exploratory recommendations, which are part of the "surprise" type, looking for user-hidden preferences. All the cytopathic do is for the user experience, not just the sales process, according to user behavior, psychological adjustment. As an engineer to start a company (cytopathic Most entrepreneurs are internet companies such as Google, Yahoo, Facebook), Cytopathic will move the fragmented time into a more effective and fun time, from the user's desire to reach a deal, all the goods pushed, updated frequency, The way of presentation and the whole process are carefully and scientifically measured.

Moreover, this measurement is not only for the behavior of shopping, but also for the goods provided by the backend. Unlike fixed-end shopping platforms, limited to the display area and recommendation principles, it is important to choose the products that really fit the needs of the mobile end user. This is another use of data and algorithms. For backend vendors, the game will change. The perception of commodities, brands and ecological chains is changing, and it offers new opportunities and living space for manufacturers and sellers of small and medium-sized enterprises. For example, in cytopathic such a platform, targeted recommendations so that the product does not need a strong brand, only a good quality and practical degree, you can access the user's view, get a good sales. Similarly, its future promotion, but also more based on user data and Word-of-mouth communication.

In the mobile terminal through the data matching, realize the differential survival, rewrite the brand molding process. As Screamprice, a Shenzhen foreign trade business is doing. Through the hot product data from the Cytopathic product platform, the company chooses targeted goods for sale. Starting in October 2013, Screamprice now accounts for more than 60% of total retail sales in cytopathic.

An interesting example is C&a marketing, an American company that focuses on Amazon's shopping review and buys more than 100 companies to focus on different product categories, and then uses data analysis tools to select the right category for sellers to design and produce samples, With its own brand online sales, the annual income of billions of dollars, growth rate of more than 30%. As we can see, the search and referral work that C&a marketing did, Cytopathic has helped the sellers achieve it.

"Demand matching, networking, through behavioral trajectories and social information, better service and referral, providing personalized services to meet deep-seated needs." "Through the innovation chain of recommendation, focus, collection, action, interaction to communication, such as Cytopathic mobile phone shopping, the emphasis on the relationship, entertainment and dissemination of users can inspire a range of mobile shopping technology and business model innovation." For example:

① embedded scene. For example, we rely on the sofa, in the shopping malls or vehicles, even in the bathroom can be shopping at any time, different places, the demand will also vary, can we create a business opportunity to meet the unique needs? Similar to the shopping mall in order to sweep code, as well as travel shopping, hotel shopping and other market segments.

② social relationships. Is it possible to explore new patterns of consumption and the potential for consumption through social networking and strong relationships, and to discover patterns of consumption and link relationships in the context of Internet social networking?

③ New Market. With the popularity of smartphones and the upgrading of mobile networks, can mobile shopping open up new markets and unique advantages for two or three-line cities, even rural and cock-silk users?

In fact, shopping from computers to mobile phones is not only a change of the two terminals, but a platform-centric business model, and a change in consumer-centric consumption patterns, which is the restructuring of the entire industrial ecology and business model. Today in mainland China, mobile shopping more than 100 billion/year market compared to computer shopping more than a trillion/year market, there seems to be a great distance; Perhaps tomorrow, the comparison of these two individual quantities will be reversed.

At least in the United States, users who landed on Amazon today via mobile devices have surpassed Facebook. 2013 Alibaba to buy Gao Tak investment Sina Weibo; in 2014, Jack Ma asked Alibaba "all in" to move the end. Micro-letter 2014 Spring Festival Rob Red Envelopes, is an interesting and make the peer of the test water, the future Tencent in Mobile, social platform, how to go, we all wait for the boots to fall, especially after it hand-Jing east. And Baidu, such as the general volume of electricity quotient, mobile, social and search platform of the pry ability can not be ignored. For example, would it be more drastic than a taxi app, the scale and the amount would be much larger than the subsidy of mobile shopping entrance, or the same as the access to the map entrance, the emergence of large-scale investment and acquisition?

I can only say implicitly: "Everything is possible." ”

Of course, even if there may be a platform for mobile oligopoly, the core is still changing as the needs of individual consumer groups change. Even "Winner takes All", there is no permanent winner, there is no change in the winners. How to match the customer and the product is the key, and how to turn the transaction process into a customer experience is as important as the process.

The old saying "customer is God". The electronic commerce changes the bureau, the root also must conform to "the Providence", namely user's experience, the habit and the psychology. Cytopathic Such a pattern, whether it is not to represent the future of hope, at least in the direction is not wrong.