Mobile Power Trader Bai Market Scramble: Got the world

2014, the mobile Internet industry is with the popularity of the smartphone is a blowout situation, the domestic mobile electric business field also ushered in a competitive battlefield in the most critical year.

The Spring Festival just passed, Ali boss Ma Yun (Micro bo) in the mail to the internal staff said that mobile electricity will be the most important area of mobile internet era, is also the most important 2014 Ali the direction of exerting force. To this end, Ali took the "cloud + End" strategy, Allin (Texas Poker term, which means all on the bet) mobile power provider.

At the same time, with micro-letter and a stake in Jingdong, Tencent Mobile electric business has become a force in the industry.

In June, Mushroom Street was valued at $1 billion trillion after only 8 months of transformation, and the most critical support was its performance at the mobile end. Because more than 60% of the single month of Mushroom street turnover comes from mobile platforms, mobile operators give investors enough room to imagine.

Obviously, the capital side is now favored by the mobile electric dealer. In their eyes, the mobile end is a sexy coat, put on it, the charm of the traditional electric quotient also greatly increased.

All kinds of signs that the domestic mobile power business has been a new round of game curtain has been opened in the first round of mobile electric business enclosure movement, Taobao, Cat, Beijing-east and other traditional electric business platform still play a major part. In the short term, the mobile end is still the traditional electric dealers from the PC-side migration from the world, completely pure mobile power quotient few players, the new big guy has not been born.

For practitioners, all they have to do is be prepared to make a quick profit of the dividend when mobile power surges.

Bai Market Competition There's no new big guy.

According to industry insiders, mobile electric business is now developing rapidly, around the mobile end of the "scramble" is not a new market increment, more level is based on the traditional network to buy a group of "migration."

According to Analysys international data show, as of this May, the top 10 of the domestic mobile electricity dealers from the traditional PC end of the electric business, pure mobile electric dealers only buy and sell treasure, pocket shopping and other few rookie.

Among them, the shopping platform class Taobao, cat, Jing-dong ranked in the top three, monthly active users of 98.01 million, 12.36 million, 10.95 million. The three added active user volume reached 120 million, basically accounted for more than 80% of the share. And from the mobile Electric Business Shopping Guide, information class, Beauty said, Mushroom Street ranked first camp, the number of active users reached 5 million, more than the mobile shopping platform of Poly-Mei, 1th stores and suning easy to buy.

According to industry estimates, the size of the mobile operator this year will increase by 200%. The development of mobile electric business is so fast thanks to the number of mobile phone users and mobile internet users in recent years, the rapid increase in the number of Low-cost smartphone and tablet computer, the popularity of the internet speed, wireless broadband, tariff reduction and the traditional electricity business precipitation.

"The mobile dealer will be a huge market and will appear next to the Bai company." In the next 1-3 years, mobile shopping will become the main battlefield of electricity business. "Dangdang executives, Beijing partner CEO Wang Wenfeng, and other mobile electric business practitioners agree that at present, the traditional electric business players have completed in the mobile end of the layout of the card, began to enter the second phase of full force, but nearly 70% of the market is the original PC end players control, simple mobile electric business has not yet new big guy appeared.

Mobile electric business Popular category different cock Silk users occupy the mainstream

According to the data provided by one of the operators, there is a huge difference between the mobile end and the PC-side consumer goods Category: Taobao as an example, the mobile end of the top eight categories of sales in order to recharge the phone, film shows, bags, snacks, attractions tickets, women's shoes, beauty makeup, mother and child, corresponding in the PC end of the top eight categories for women, Mobile phones, cosmetics, digital accessories, men's, bags, women's shoes, snacks.

Mobile end of the electrical business users mainly in the commute or sleep before the completion of transactions, showing small screen, anytime, anywhere, to the central characteristics. In particular, the mobile phone is more private, users can go to work time secretly shopping. PC user shopping biased rational consumption, mobile end is biased perceptual consumption.

In addition, the mobile electric business user collection behavior is much higher than the PC end electric quotient. According to Wang, a pocket shopper, the user's purchase behavior is fragmented and fragmented on the mobile terminal, and the average frequency of a product is 49 times times that of a PC.

Shengchang, who has worked for years as an electric business company such as Jing Dong and Le Bee, has said: "The core of the mobile electricity business is not Gaofu, but the cock silk, is the Dongguan wage earners, students, most of these are the first, is the internet Aborigines." They have no baggage, no deliberate cost. "

And this part of the population especially like the way of delivery, Low-volume, multi-frequency, do not need to worry about payment and distribution problems. Especially for the 4, 5-line City Many people first shopping experience, are through the mobile phone delivery to the payment method, save the PC side registration, payment, verification and other tedious process.

Analysys International data also indirectly proves that the core of mobile operators is the so-called cock wire users. Whether it is through the beautiful, Mushroom street, pocket shopping, such as mobile Shopping guide or through Taobao, Cat, Beijing-east and other shop app, the monthly income of 1000 yuan under the population of 27-35%, monthly income of 3000 yuan below the population of more than 60%, gender ratio of 4:6.

Confident not sure 2-3 years after the pattern of the party

Everyone has confidence, all are not sure, this is a lot of mobile electric business practitioners and entrepreneurs of the true portrayal. Tencent technology to visit a number of mobile electric business people have said that the mobile end is the trend, the electrical business to the mobile terminal has shown an irreversible situation, and the plate is large enough to develop fast enough, but the industry chain is not mature, to completely exceed the PC end will take 2-3 years.

In reality, it does not mean that the existing PC shopping site mobile applications can be successfully migrated, its development is difficult.

First, the mobile end of the electricity business is difficult to fight price, because the PC end and mobile end will produce "hand to peer" type of conflict; Secondly, based on the mechanism logic of the electric quotient platform, the mobile electric quotient also falls into the dead cycle of "less traffic-lower sales-less traffic"; third, the existing Business-to-consumer There is basically no unique application scenario for mobile users, which provides functionality and interaction.

Based on this, at present, the mobile electric business industry is still in the exploration stage.

"From the flow of imports to the user experience, marketing and other aspects of the PC end and mobile end of the electrical business play a great difference." The most important thing for mobile operators is subtraction, minus the inertia of all-inclusive in the PC era, so that they can adapt to the mobile internet age more quickly. "Beijing partner CEO Wang Wenfeng stressed that the industry left to the pure sales of mobile power companies to grow less opportunities, upstream no entrance, downstream of the supply chain, to become a heavyweight platform is only a luxury."

In his view, the mobile electricity trader needs to obtain the traffic from the social, the content, the implantation and so on, increases the entrance becomes the new method which obtains the flow. The potential of the future mobile power provider is not mainly in the physical consumption, but convenient, real-time to open up a life service consumption of the new market. In particular, some virtual digital products such as virtual currency, video, music, books and so on will be in the field of mobile electric business again.

With micro-letter this platform, will also breed the mobile electric business marketing and service business opportunities, which will also give birth to the next wave of entrepreneurial opportunities.

Analysys Senior analyst Zhao Saijun that the future entrepreneurs if the current Taobao-style all-inclusive of the number of opportunities is not, if you can do for some Taobao, Beijing East platform difficult to provide goods such as fresh, to make a difference into, it is possible to have a larger development space.

At the moment, the major mobile operators are also exploring some new ways to adapt to the wave of mobile power companies, if only the goods will, Mushroom Street through micro-letter to obtain traffic; Zaker launched a shopping browser "Amoy engraved", aggregated Taobao, Beijing-East, rebate, the United States and other mainstream electric platform, compared to the whole network to pry users.

It is worth mentioning that, as Tencent will be scattered around the micro-letter of the electric quotient elements gathered together, will be formed to Ali Mobile electric business ecological balance.

In the future, when the mobile electric business can really usher in the pattern is still an unknown, perhaps when the current simple Taobao cat-like discount and preferential mode of change in quality, and the O2O, customer experience the real integration of the day, is the new pattern of mobile electric business present.