Grassroots mobile operators Alternative survival method: Accurate targeting of low-end users

It is hard to imagine that a group of users without a computer in the three or four-line city is the first people to go online shopping via mobile phones. and focus on the market in the sale of Bao in 2011 has reached 500 million yuan, love to buy the net last year total income also in 150 million yuan.

Over the past few years, mobile E-commerce has been driven by the rapid development of grassroots users. Buy and sell treasure, love to buy, palm purchase, move Amoy, etc. not known to the public for the new mobile electric business enterprises in this seemingly obscure WAP version of the mobile electricity market silently plowing, the sale of Bao even in the recent Forbes announced China Mobile Internet 30 ranked sixth.

In contrast to the wild burning of money on the line, this group of down-to-earth and calm mobile electric operators are really digging up the way of the profits of mobile operators.

Accurate targeting of low-end users

WAP version of the electronic business is in a variety of low-end mobile phone WAP page, users browse the product page and simply submit orders, cash on delivery, does not require complex payments, logistics and other business. Buy and sell treasure, love purchase, etc. is to use this mode of operation to achieve three or four line City crowd online purchase.

"Our users have decided what we do, and in the future we will be the people who are eyeing the three or four-line city as mobile operators." "Whether it is the CEO of the sale of Bao Zhang or love to buy the CEO of Zhang Yu, said in unison." In fact, such grassroots mobile operators can do in this market, first of all, the crowd positioning accurate, find the user to serve, and then according to user characteristics to match the services they need.

Zhang told the "China Business newspaper" reporter, the sale of the core users are in the third-tier cities, and even the township of the generation, the three, this part of the majority of people born in rural areas, the monthly income of about only 2000~3000 yuan, the level of consumption is naturally low. Since most of their identities are industrial workers, away from the city or because of the lack of time, there is no condition to go shopping and other consumption, resulting in a huge consumption potential and shortages of the conflict between the consumption channels, and this crowd is not like the city white-collar has its own PC, the only communication channels with the outside is the mobile phone, On average, it takes more than 3 hours to surf the internet every day.

Zhang said that in the transaction process, first of all to solve the needs of such users of the selection problem, whether the price and quality should be in line with these people's aesthetic and purchasing ability. and in order to provide more in line with user needs of products, Zhang choose their own designers to do apparel shoes and other products, will extend the industrial chain to the line of production areas; Secondly, to solve the problem of payment and logistics, down to the township, can not pay online, can only choose EMS or can reach the third party logistics by the way of payment; The most important point is the service, this part of the crowd have a lot of mobile phone shopping is not very familiar with, in order to facilitate the order, the program even simplified to leave only a mobile phone number can be a single, but this requires customer service and then through the telephone confirmation, continuous communication with the single. To buy and sell Bao For example, the company has 1500 people, of which customer service has 700 seats.

Zhang told reporters that the mobile electric business development space is very large, and there are several dimensions of innovation, he is currently only found that the user's dimension. Obviously, the sale of treasure, move Amoy, such as low-key prosperity, rely on not only to find people, but for specific user groups of solutions and precision services, this is the app model for mobile operators are also worth learning.

App impact changes on demand

Under the impact of low-end smart machines, even the three or four-line city has already appeared some users to the client transfer.

In this impact, WAP version of the electricity dealers how to deal with? Zhang said the WAP ratio has fallen to 80% compared with the previous 100% WAP users. As the proportion of the decline, the sale of treasure users will change, technology matching the needs of the population will be timely to make changes, do not do this kind of card is eliminated by the market.

Perhaps in the eyes of outsiders, the sale of treasure has been out, but in fact, users have two years before they can really come in, the three or four-line urban hardware gap and one or two-line cities have 18-24 months of generation difference. Therefore, the sale of treasure now launched a "good and easy to buy" client, including in the app, HTML5 have made a reserve. "The timing of the introduction depends on the use of mobile phones and the way the market is used." "Zhang said.

Love buys the net CEO Zhang Yu also said, app has the download threshold, as well as the 3G development must popularize to the three or four line city, may be slower than the popularity of the intelligent machine. Although the current outbreak has not yet arrived, but love shopping has done the layout, has been with many domestic low-end smartphone manufacturers to jointly develop customized version of the store will be app preset on the phone, not only solve the download problem, but also solve the problem of access to users.

These mobile operators, which are targeted at grassroots users, appear to be confident in their deep-rooted user base. But an unavoidable question is: these people are based on the lack of information tools caused by information acquisition mismatch in the choice of consumption, once they have a computer or smart phone, contact the category more and more price advantage of Taobao or Jingdong, can still be faithful to the mobile phone shopping?

For this possible change in consumption, Zhang that, compared with the big mobile power providers, buying and selling is not a price, but a service for these people. Once the Jingdong or suning sinks to the three or four-line city, buy and sell treasure hope can talk with them a lot of service based cooperation to achieve user sharing.