Where the customer mobile electric business difficult to explore taste sweetness: Active users 10 million

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Wen/Wang Congji

"Sohu It News" April 24, where the guest Assistant President, the head of Mobile Innovation Division Shanyi to publish a set of data: where the customer phone-side orders accounted for the total customer orders 30%, active users more than 10 million.

Shi Yilai said that every customer mobile electric business is gradually getting rid of "cock silk economy", iOS platform users and female users grow significantly. Meanwhile, orders from the two or three-line cities have increased substantially.

But overall, the passenger mobile trade routes are still in the difficult exploration.

Probe One: micro-letters

In addition to the construction of the customer-prudential products app, where the customer mobile electric power point in the micro-letter platform, in the Mobile Innovation division of the main push of the retail store micro-letter public account, users in the dialog box to enter the product name can be searched for merchandise, click to jump to the payment page.

The role of the micro-letter account is also reflected in customer service, Shi Yilai said that the customer has established a micro-credit service system, for example, users in the micro-letter input containing "orders" of the word, micro-letter will give the user orders related information. In the after-sales service, where the customer micro-letter public account also established a related system, by identifying user input information to automatically solve the problem, and unrecognized information will be transferred to the artificial customer service.

Shi Yilai revealed that, from the nearly one months of the trial, micro-letters in the conversion rate and user loyalty than the Web side, conversion rate can reach 8%, but the traditional web conversion rate on average only 1%-2%.

Explore Two: Large data

Where the customer said that in the mobile phone can collect more user information, including geographical, mobile phone model, gender, etc., by collecting these data, where customers can better analyze user behavior for future product sales and personalized push to lay the foundation.

Explore three: Personalized push

Shi Yilai revealed that every guest is creating a "thousand thousand Noodles" plan, the plan collects and accumulates the data, to push the different advertisement and the commodity information for each user who uses the guest app.

There has been some progress for the program, such as where customers push high-end products to iOS users, push low-end products for low-end Android phone users, push T-shirts for southern users, and push shirts for North users.

Explore Four: Shopping guide

For the current Electronic Business app will be shopping guide as the key content of the situation, where the app is also in this direction, where the guest insiders revealed that aging has been under the direct instructions, requirements of the customer app will be shopping guide content as the focus.

Explore Five: Social

Social concept is so hot today, where the guest mobile electric business of course also want to get involved, where the customer said that has built in the app micro-letter function, support users of text, pictures, voice and even video interaction needs.

Explore the six: platform

Where customers even want to build their own open platform, where customers will allow partners to upload their own products, even the self-built channels and topics. But for the specific mode of operation, Shi Yilai said not to think well.

Difficult to explore

It is understood that the old I very much hope that every customer mobile phone will be able to walk out of their own way, rather than the PC end to pan to mobile phones. In the exchange with the people inside, they also admitted that, although the mobile operators have made some achievements, but the whole is still in the exploratory stage.

Every customer's biggest advantage lies in having a relatively distinct user group, based on this user group personalized marketing is the key to the success of customer mobile power. At present, the customer mobile electric Power point focus on the technical level, the marketing level is relatively lagging behind.

It is understood that the Customer brand marketing tasks are mainly handed over to the van, and other parallel departments, and the current marketing of these departments more focused on the offline level. Therefore, it is more crucial to ensure the overall strategy of the mobile electricity trade route than to add new technologies and explore new fields.