Easy View Li: The difference between mobile internet and Internet is gradually reduced

Li, chief analyst at Analysys International

News and Technology December 18, 2012 Fourth annual effect of the integrated Marketing Forum held in Beijing today, the theme of this forum for both internal and external marketing broken Bureau, Dispatch as the exclusive financial media for this meeting to carry out the full report.

Li, chief analyst at Analysys International, said in a speech in the past 3 years of Internet development, the Internet has been a new channel in the traditional system, just a new channel with the traditional pattern, but this two years, especially since 2011, internet business or digital business online business has become an important part of the future business system. The parallel position of the Internet and traditional retailing is now becoming more and more integrated, and the traditional enterprise is the most important force in the new Internet Business System.

Li also said that in 2012 the difference between the mobile internet and the internet will be less and less. Perhaps for E-commerce, the mobile Internet is actually to create another channel, in essence, it may still be a good service and user experience. Internet users and living consumption related behavior is not only in the order of such a link. Internet keyword this year is undoubtedly fast growth, the second keyword is that the mobile Internet is becoming people's life and consumer tools, this tool does not simply refer to such a scale explosion. It is the essence of the market to promote the growth of the service electric quotient.

The following is a transcript of Li speech:

Good morning, I am Li, very happy today and you share the Chinese electric business and electric business marketing trend, just Cheng always share a lot, or very fair and objective to talk about some of the electrical business things. Some of the things I've prepared for today are not spoken of earlier.

China's E-commerce in 2012 this year into the trillions of times, China's e-commerce itself has been more than a few 10 trillion, this refers to the online retail part, indeed achieved very gratifying results. In social retailing, consumers sum up more than 5% such hurdles. In fact, what is the trillion era of support? Just now, we have mentioned a number of figures, digital consumers and internet users. We say a concept, the growth of internet users in China does slow down, we look at the data is only single-digit growth every year, we have to say, that refers to the growth of PC Internet users slowed down, but the net buys the consumer this piece, we think the demographic dividend still exists. China's internet users have only 40% penetration rate, many developed countries over 80%, not China must be to the developed countries, but the space. The second problem mobile Internet development lets many originally is not the PC Netizen person to form the shopping habit, the shopping may be the commodity may also be the service, therefore in here the Internet user's growth although slows, the digital consumer's dividend still exists.

In fact, the total gunpowder is very strong, analysis of different modes of contention. But we cannot avoid that, even if we divide the business into a variety of patterns, we must admit that the cat advantage is still very large in the business market. We do 2011 to and 2010 contrast, we see very obvious, the cat, Jingdong, suning share of a very significant increase, to this year is already occupied 60% of a market share. Everyone saw the other drop distinctly.

Here the platform is more and more big, the second is the vertical electricity quotient, actually this year has many survival crisis, is not the long tail, this market in the Chinese electric power business Such special environment does not exist. The long tail of the internet is always there, even in the field of electrical business will always be. But what has changed?

We all see this part, the middle waist part not everybody imagines so big, or go to big enough so become the leading first camp. We see that every one of them, you can do very small and beautiful electric dealers, but may not exist in the field of China's leading the first camp and the long tail of the waist, Amazon, Tencent can go to the first camp, this is we believe that the 3rd structure of China's electricity quotient this part.

In fact, we look at the first three points, the actual electrical business in the past 10 years of development, in fact, there are many key words worthy of our attention, whether it is logistics, open platform, merger supply shop, etc., I choose a few more important keywords and share.

If Jing Dong represents the Internet electric dealer or is an Internet enterprise to do the electric business, perhaps I today many words for the traditional enterprise said. The first is net, in the process, in the past 10 of Internet development, or over the past 3 years, the Internet is the traditional system under the new channel, just and the traditional pattern tied to new channels, but this year, especially since 2011, We see the internet business or digital business online business has become an important part of the future business system. The juxtaposition of the internet and traditional retailing is now becoming more and more integrated. In this process the traditional enterprise is the Internet new business system under the main force. Internet power is just the force, the Internet Business system under the big stage. The main role is a variety of traditional enterprises, whether manufacturers or retailers, we have to say that a word is net subject understanding is very clear. In the past, traditional companies are looking at the electricity business, and today he knows how important digital business is to the big. Example although the traditional enterprises to do electricity, although the online business is growing, but the overall no growth, the traditional enterprises realize that do not do online business, the overall business is not a problem of not growing but a decline. Here net understanding is getting clearer.

The 2nd investment has increased significantly and is effective. We saw in front of China's three-year comparison, Suning easy to purchase in three years to grow into the industry's top three, efficiency and operation of the law, operating efficiency is not worse than internet companies.

Just a general summary of some, category constantly changing, books, e-books, such as goods in the Internet is the most popular part, this year we see the most critical three trends, low-cost to high prices, standard goods to non-standard products, this year the core from the commodity to the Service category expansion. Summing up the second point of view in net, the net category is increasingly diversified. In the past, the Internet to see the sale of goods, whether entities or virtual digital goods, today we said today on the internet to do the electricity business is not just a commodity, including a variety of services to the electrical business. Ctrip's share price is miserable this year, but he represents the type of service provider.

Third, we often buy and traditional enterprises do not understand the Internet, there is no internet gene, but actually in our service to the traditional enterprise process, in fact, we will see the traditional enterprises on the Internet, especially the Internet fine operation of digital understanding and use is not low. Here are some numbers, the most to emphasize is net these traditional enterprise operation efficiency and execution ability is not all Internet electricity Shang. Internet enterprises for the traditional enterprise services, the traditional enterprise is today's electric business is very important protagonist.

The second keyword is the open platform. The previous mention of open platforms, including Cheng, is open. The open platform in many ways is likely to be a lot of traditional enterprises or vertical electric operators to allow themselves to develop a shortcut. But we see all the open platforms are launching such a commodity or a commercial product, what are these commercial products? Taobao through train, called the day cat, including Jingdong Express, etc., in the electric business platform can be settled in a survival and development of the shortcut, but in this platform to survive itself is not easy thing. There is always a mention of the Jing-dong positioning is what, I pay special attention to he said that is a high-quality online shopping portal, we all think of the Internet portal when we first said that the Web site navigation, Jingdong shopping portal and retailers have a certain conflict, Beijing East today launched the Beijing-East Express, all the platform, all the electric business open platform, In fact, I'm thinking about how we're going to make your money. All of its landing platform is a shortcut, but how to survive is our problem to think about.

The third keyword socialization, these numbers I believe I do not say, you will realize, and advertising compared to consumers believe that the evaluation from acquaintances. Social media is particularly important, and social media can quickly improve this efficiency without social media, which we may have to do with people. But in this process, we will also be able to do all kinds of predictions, including the level of social e-commerce scale to achieve.

I have to say that the enterprise socialization input income in the end, why the enterprise is willing to do e-commerce in social media things. In fact, there is a core is that enterprises in the social marketing investment inevitable. But the enterprise to the social marketing appraisal to some extent has the question. For example, I have a number of fans is the assessment of indicators, these fans in the end how much revenue. How to do this in the face of assessment? The direct measurement of social input by commercial sales may be another way. This process may be forced to do a little more socially marketing ingredients.

This year we said that the social power business when we say two, this year no matter what the industry can not avoid micro-bo and micro-letter, but they do socialization process, there will be such a problem, in fact, every enterprise investment is also different. But whatever it is, people will think that they are very good contacts to consumers. We say that social power providers are helpless, but here we have to say that no matter what, it is necessary to invest in things. The criteria that may be assessed or the evaluation system need to be constantly perfected and established, but always to begin. Try to get a place.

Fourth keyword, mobile internet. The mobile Internet itself, in the past or before 2011, says it makes sense, and when it comes to moving the Internet 2012 years later, the difference between the web and the Internet will be less and less. Although there are positions, there are all kinds of identity of these differences, may be for e-commerce, mobile Internet is actually to create another channel, in essence, may still have to do a good service and user experience. In fact, first of all, when we look at the product or the size of the mobile phone shopping market, we will see that it is indeed a surge, by 2012 more than 70 billion scale, more than 2011 times. We see mobile Internet time is not concerned about the size of the mobile phone, Taobao this monster made 50 billion of the amount, we go to see mobile phones or mobile internet as a special market, should pay more attention to what smart users use mobile phone to do? In search of what, search first, not just order. Search for commodity prices and ratings to check retail information, possibly location. Search the market for promotional information. Internet users and living consumption related behavior is not only in the order of such a link. Internet keyword this year is undoubtedly fast growth, the second keyword is that the mobile Internet is becoming people's life and consumer tools, this tool does not simply refer to such a scale explosion. It is the essence of the market to promote the growth of the service electric quotient.

Just said so many keywords, back to today's General Assembly theme of electricity and electric business marketing, in fact, standing on this stage, I must say the effect is kingly, but we analyze some things will see, electric business marketing no matter what trend, always bring the best benefits to the electricity business, so that marketing not only become a cost center of electric business, Also become profit center is effect marketing. This part of the first look at the number of online marketing, the electric business is indeed increasing, this must be and all the size of the electricity quotient is proportional to the growth. In fact, there is no doubt, here we see electric business marketing is still mainly online, but began to penetrate the line, here will see the electric business marketing to fancy brand, online pull effect is worth paying attention to.

In this stretch of the line, we will see that this year if we take the subway, we will see a lot of electric commercials in the subway section, including Gome this year in CCTV more than 400 million, last year Jing Dong more than 200 million, is also building brand in the inside, here to say a word for the traditional enterprises, marketing this thing far earlier than the generation of electricity dealers. And marketing This thing is the traditional enterprise is good at, although internet marketing is new. But the essence of marketing itself has not changed, so in fact, in this process, Internet enterprises, the Internet and traditional electric dealers themselves is a mutual learning process, while the traditional enterprise offline marketing and mature, online assessment of the effectiveness of the requirements will be clearer, So here is worth paying attention to the first thing is not to think that the traditional enterprises do not understand online marketing.

The second fact that we talked about marketing this year is that the hot word may not be able to avoid two words, one is SAB and the audience to buy, the other is mobile marketing, we see this year around mobile marketing a lot of attempts, including AR, including the consumer pick up the phone constantly scan a variety of two-dimensional code, including through the map to guide consumers to shop and so mobile marketing methods. In fact, summing up a sentence, electric business marketing characteristics and trends, electricity is in the new marketing methods and marketing means above the special courage to innovate and dare to innovate the industry plate, so in this process, it must be the courage to innovate enterprises have some income, may want to choose a more appropriate partner to follow us together to innovate.

The third key word of electrical business marketing, or the overall number of related. Is the brand, actually put three electric commodity cards, not in itself we said this year b2ctop3, in fact, as a business return to the essence of the consumer to see the experience, to see the brand. Here, if the price war is the norm, and finally the price war into a brand war, into a consumer battle, into the battlefield for consumers to provide services, the actual need to see the final electricity commodity brand can be firmly established in the minds of consumers. There are three biggest platform electric dealers listed here, which is more important for many brands of vertical electric power companies.

Here is the first brand is actually the electrical business to consider the effect of marketing, need to consider the beginning of the construction, whether it is a large platform or small and medium-sized vertical electric business. The 2nd brand in the process, it is necessary to choose a more appropriate media partners, this piece can not blindly choose such as Sina or Sohu Portal, pull countless screens after an ad bit is not used.

In fact, you have done so, in fact, the last to see the electrical business into the platform is a shortcut, but how to stand out from the platform is actually a bigger problem. I do not know how many people read the novel, called How To grow the monster, in fact, the platform to cultivate Taobao into traffic monster, may be born in the flow, but will not decline in traffic.

Traditional enterprises in the marketing time do not underestimate them, they play offline so many years, online will not be bad. New marketing approaches to start experimenting, including mobile marketing. 5th brand.

Talk about so many electric business marketing, principle I say very clearly, the water is very deep, how better to do marketing, or choose more excellent professional service agencies for their own provision of such services, it is inevitable that the social division of labor for so many years is not white do. For the electrical business to do a good job, such as the user experience, such as customer service, such as selection and so on. The electric dealer may not be so good at doing things to package out, or commissioned more professional firms to do. In fact, million Ma also put u disk to everyone, I do not start to say how to choose the electrical business marketing service provider.

E-commerce is ultimately a large ecosystem, the ecosystem of many businesses, the last remaining must be excellent enterprises, I hope you can become a leader in the electric business, I hope you choose marketing Partners is the best in this field. Thank you.