Gege, chairman of the shop, published a keynote speech on "subversion, Welcome to move"

August 28-29th, the revamping annual meeting in 2014 was successfully held in Beijing Kun Tai Hotel, during the two-day conference, the first day was three special sessions of mobile, channel and brand, the main venue was the next day. The theme of this annual meeting is "broken", that is, "broken, break, break", the aim is to break the plight of the traditional electric business thinking limitations, set up new ideas. Dedicated to create a platform for innovation in the electric business industry, from a professional perspective for the electrical business colleagues to solve the entrepreneurial process encountered in the most practical problems.

At the main meeting on 29th, Gege, chairman of a store, published a keynote speech on "subversion, Welcome to move."

For the past 3-4 years, there has been a blowout in mobile commerce, and this development has several thrusts: one is the rapid growth of mobile devices, such as the first half of this year, the smartphone will sell about 180 million, which means that the penetration of mobile smartphones has helped the development of mobile commerce. Second, the vertical E-commerce, these two years are about 30% growth in the development. Add the wifi,3g of each place, the popularization of 4G let mobile commerce have this three years blowout type development. But mobile shopping and PC shopping is very different, so we are to use mobile shopping method to do mobile, we are to dare to their own lives, because we do not leather ourselves, others will be our lives.

The following is the original address of the Gege:

As you can see, in the past 3-4 years, mobile commerce has a blowout development, this development has a few help thrust: first, the rapid growth of mobile devices, such as the first half of this year, the smartphone sold about 180 million, that is, mobile smart phone penetration to help the development of mobile commerce. Second, the vertical E-commerce, these two years are about 30% growth in the development. Of course, part of the PC business, a large part of the transfer to mobile commerce. Early on, the internet is a big problem is the mobile payment, such as whether the payment is safe, but in recent years these problems are also slowly resolved, coupled with the wifi,3g of various places, the popularization of 4G let mobile commerce has three years of blowout-type development. A shop into the mobile business 11 years of February, now more than three years, now has 27%, 28% accounted for, we feel very relieved, early did not understand how mobile commerce began to invest.

The difference between domestic and foreign mobile commerce

In fact, I think China is the most suitable for e-commerce, because the first, high population density makes the whole logistics and distribution of the cost is very low, and efficient. Second, China's retail industry, especially in the remote three or four-line cities, villages and other less convenient. Many small cities in the United States also have a large variety of supermarkets, and many parts of China shopping more difficult, which is leading to the development of E-commerce in China than in Europe and America, one of the reasons, and the mobile Internet helps China mobile business faster penetration to the bottom of the region. As you can see, China Mobile's business has grown almost one times over the past few years.

In a short span of more than 10 years, China's retail structure has undergone great changes. Before 45, we were talking about our mission. E-commerce mission is to allow customers to enjoy some shopping and services. Now this mission needs to change, we are not only to allow customers to stay at home, but also to allow customers at any time, carry, anywhere to enjoy the convenience of shopping and services.

The difference between mobile and PC

But mobile shopping and PC shopping is a big difference, so we are to use mobile shopping method to do mobile, we are to dare to own their own lives, because we do not leather ourselves, others on the leather of our lives. We need to be clear about the characteristics of mobile commerce. PC is characterized by large screen, information display can open a lot of web pages, the information is full, the image is very clear, search ability is very strong. Users can compare, search, and compare their purchases online. We found that the time period of people shopping are regular, such as our customers the main shopping peak, the first peak around 10 points, the second peak afternoon 3 or so.

The characteristics of mobile commerce are not the same, because mobile devices become a part of people, can be brought to the body at any time, the use of debris to go shopping. In addition, there is the positioning function, where users can know, and this positioning function allows a lot of O2O this concept can be achieved.

Third, mobile devices have scanning and shooting functions. I have just come back from the United States, met a few High-tech companies, one of the company is very interesting, the company in any scene to take photos, all the goods in the photos, including people's wear, link to the relevant product site, through these new technologies, if users anytime and anywhere to see the products like, Can be searched and purchased through this website.

Four, sensing function. We can imagine that a bottle of milk in the fridge can be scanned to find out when the milk shelf-life, the use of how much, too long to stop the order. This scenario was difficult to imagine before, but the development of mobile devices and the development of wearable equipment made the concept of Internet of things possible. such as cloud recognition and fingerprint identification, to help secure information and fast search, voice search, become possible. We found that the mobile shopping crowd preferences are not the same, shopping time most of the first peak in the evening, nine or even after nine, and then weekends, leisure time. Users in any free time, always take out the mobile phone can be shopping, the time to take full advantage of fragmentation. We also find that customers who buy mobile shopping are more frequent and more loyal to customers who use mobile shopping.

The characteristics of mobile shopping

I think mobile shopping has three characteristics: The first feature is simple, short, frequency, fast, shopping path is very short, do not more search and comparison, and equipment became a part of the user, the user wants the interface is very good very simple, and is really suitable for their own. Personalization and precision are important features of mobile devices, and we need to make the most of this feature. The second is the mode of shopping decisions are very fast, you can see the rapid decision-making of the shopping model, such as group buying, bulk purchase, is very suitable for mobile shopping. The third is the carry-on, because it makes many localization service and LBS mode become very important. There is also the problem of bonding and manpower, which makes social shopping possible, the connection between people and objects, the connection between objects and objects, the transmission of information more timely, and let the transmission of these information provide important basis for the customer's decision.

I speak a few simple examples, one is 2011 to do a supermarket, mainly imitate the Korean model, is in the subway set up virtual shelves wall, customers waiting for a bus time can scan the order. At that time, I challenged the project, can we do a project that does not need to buy the exhibition space, because the subway station advertisement wall cost is still high, later we did this kind of business. This shelf wall can be displayed anywhere, Jiuzhaigou can also be in the Great Wall, any one place can be based on the coordinates of the virtual business, where the shelves are virtual, users can click to buy at any time, so that e-commerce and traditional shopping to combine the feeling, so that customers in the inside can stroll, and can buy , and can display unlimited merchandise.

For example, shake a shake can let customers shake mobile phone, get a lot of prizes, shake the process can be two kinds of awards, a kind of sunshine, you can get some small prizes, and to a certain number of times, is a lot of customers can share a large number of prizes. Another example, we give VIP customers some securities, they can use their own can also share to friends, can be very simple to send a friend to the stock, but also to find a friend to the stock, through this very entertaining viral marketing method, the product through Word-of-mouth method spread. Another example of a kitchen, is to put the kitchen recipes into the product, customers can follow the recipe to cook, while purchasing recipes related products. We find that if customers repeat their purchases, they can easily find out what he had previously purchased on the phone and add some new requirements to the new order. Later we found that we can also give customers a lot of personalized recommendations, for example, the user today to buy milk, biscuits, shampoo, you can put these words in the voice, we can according to the customer's preferences, recommend his desired shampoo and biscuit milk, so that customers to order a simple change. We also have a call daily benefits, is a daily recommendation products, customers can come to see every day, what special today.

The development trend of mobile commerce

What I am talking about here is the trend of mobile commerce: first, the infiltration of deep capital, the infiltration of industry, electricity and the infiltration of the region, industrial infiltration is the future is no business does not move, that is, no matter what industry you are, which industry, which enterprise, you will consider in the mobile application for the enterprise. This is the technology that is used to make the most of mobile equipment and mobile in different industries. The second is the electric business, that is to say, the future mobile will become the main battlefield of the electric business, this trend is very obvious, that is to say, mobile will become the main battlefield of the electric business, in the new main battlefield how to make full use of this mobile characteristics. For example, mobile can do O2O, but O2O no successful mode, the most successful O2O mode is to put online advantages and offline advantages, such as the advantages of the line from time, region, shelf advantage. Below the line is the shop assistant close service, can touch a commodity, see the commodity make decision. The final success of the O2O model must be the online and offline advantages fully integrated, now I think we are still groping stage. The third is the infiltration of the region, because the mobile brought the electric quotient to the third, four or five lines and even the countryside. Wi-Fi, even computers without WiFi, mobile can all the goods services to all the public service, but also allows the electrical business to infiltrate every corner. For O2O is how to find this fit point, can give full play to its advantages. Mobile makes shopping very simple, so that users can search at any time, shopping at any time, always ask for help, ready to recommend.