Electric trader moving end into 2.0 times: changing to sales platform

Following Alibaba, where customer-prudential products will be wireless strategy as the focus of this year, Jingdong Mall senior vice President Xu yesterday that the Beijing-east mobile end of the order volume and turnover has reached the total of 10% and 6% respectively. The future Jingdong will take measures to move the end. Beijing Business newspaper reporter learned that from the initial release of the app, and now based on consumer demand customization content, large electric dealers have opened a second round of mobile offensive, to explore the wireless side from the display to the sale of the transformation.

Yesterday, Xu in the Dcci Internet Data Center held the "Mworld2013 Mobile internet World" theme conference, said that the Beijing-east will exert power mobile operators, change the previous "technical thinking", and the previous focus on the stock user's marketing to attract incremental users. According to his disclosure, currently Jingdong has 50 million mobile users, mobile terminal orders accounted for the overall 10%, but because the customer unit price is lower than the PC side, mobile end sales accounted for the overall 6% or so. According to the Jingdong Mall last year order volume and sales calculation, the current mobile end of the year sales can reach 3.6 billion yuan, the annual order volume of more than 1 million single.

"The mobile end is very different from the PC side, one of the features is strong viscous, more than 60% users will buy two times." But compared with the PC side, the mobile payment business is still not smooth, there is a lot of room for improvement. Xu admits. He also said that mobile commercial households are a powerful power increase in the electricity market. Taobao's data show that last year, wireless Taobao paid the share of Taobao's total trading volume, rising from 1.77% at the end of 2011 to 6.87% at the end of last year.

At present, however, the mobile end has not been fully effective. Whether it is platform-type electric dealers such as Taobao, proprietary electric dealers such as Beijing-east, or brand-type electric dealers such as van, its mobile products still do not jump out of the "display platform" this positioning. Industry insiders believe that the above electric companies in a new wireless strategy this year, the core is the hope that the mobile end from the display platform to the sales platform.

To this end, where the customer sincere products announced last month, the establishment of Mobile Innovation division, to try to mobile internet technology to bring new marketing growth. Shi Yilai, head of the Mobile innovation division, said yesterday that customers would strengthen customer service and communication with users in the Product Details page, such as using text, voice and pictures to help consumers buy and order. "We will allow users to subscribe to some product lines in the future, we will also label users, targeted to push." ”

Beijing Business newspaper reporter learned that, in the personalized app client, mobile Sales mall has become one of the most important client-prudential products. "Compared to micro-letters, independent app is too ' heavy ', users need a very light entrance." Moreover, in the context of the fast changing electric business environment, in the interactive aspect of more advantages of the micro-letter, more suitable for the old user marketing. ”