Guo: How to grasp the development business opportunities of mobile e-commerce?

China Mobile E-commerce Development has entered a period of rapid development, communication and hardware conditions on the market will gradually be replaced by brands and services, with the construction of mobile E-commerce platform more perfect, and mobile internet users to enhance E-commerce awareness, China Mobile E-commerce market will enter the stage of large-scale market explosion.

Mobile e-commerce is growing fast

According to the Ministry of Industry and Information technology data show that the number of mobile phone terminals in 2009 has reached 747 million, and from the CNNIC data, the end of 2009, the number of Chinese mobile phone users have also exceeded 233 million, China Mobile E-commerce has a good development conditions. According to the survey and evaluation of the market, the 2009 China Mobile E-commerce Physical transactions scale has reached 530 million, the user size reached 36.684 million, year-on-year growth reached 248.7% and 117.7%, the market entered a stable, healthy, rapid development phase, is expected to 2012, The overall physical transaction market scale will be expected to break through 35 billion yuan.

Mobile e-commerce system and industrial chain

The mobile e-commerce system is a business system including enterprises and businesses, telecom operators, e-commerce providers, etc., the system also includes supporting, supporting terminal manufacturers, financial and payment service providers, logistics providers and other types of service providers, the system within the main body through the information flow, The fund flow and the logistics are interacted and contacted, and assume the role of providing interface, application and service.

According to the mobile electronic commerce system, each main body is located in the upstream and downstream of the industry, each main body through the information flow, logistics and capital flow links to form the mobile e-commerce industry chain.

Terminal Manufacturer: The hardware interface of mobile electronic commerce is important to enhance the user experience. The user experience of mobile e-commerce depends to a large extent on the hardware configuration and processing ability of the terminal product, large screen, full keyboard, high information processing ability of the handset terminal, can greatly improve the user application mobile Internet for the convenience of E-commerce.

Telecom operators: The core position of information interchange in the mobile e-business industry. Telecom operators have all the user resources at the end of mobile e-commerce, and any application service of mobile e-commerce needs to be carried through the information channel of the telecom operators, and the telecom operators play an extremely important role in the development of the mobile e-business industry because of their particularity in the mobile e-commerce industry chain.

Financial and payment service providers: have a natural control over the capital chain. In business activities, the flow of all funds ultimately through financial institutions to the transfer and settlement, so in mobile e-commerce activities, banks, UnionPay and other financial institutions have a natural capital chain control advantages. In the course of the actual electronic commerce, the third party payment platform ensures the security and rationality of the fund payment, and it also plays an important role and practical significance in the mobile e-commerce industry payment link.

Mobile e-commerce provider: At present, Taobao, Dangdang and excellence in traditional e-commerce enterprises such as Amazon has completed the layout of mobile E-commerce, traditional e-commerce providers in the PC-side E-commerce has accumulated sophisticated operating experience, in the entire mobile E-commerce industry chain in the main body has the most mature e-commerce service system. Emerging mobile e-commerce providers, the legislature to buy nets, shopping malls and so on, has been through the innovation of operation mode, in the mobile E-commerce market segment has been a good development.

Software provider: Provides information and application portals for mobile E-commerce platform services. In recent years, the rise of UCWeb, such as mobile internet browser software, has been in the mobile internet has played a portal-style important role. In the future, the corresponding application software provider will form the effective control to the user information and the application portal, the Mobile e-commerce service platform will rely more on the application software provider to provide the user access channel.

Mobile e-commerce service model

The development of mobile E-commerce in the early stage, although the market development trend is not clear, the market is not mature business model, but to carry out mobile e-commerce services will depend on the success of four key factors, respectively, the user base, business service brand, merchant resources and industrial innovation. Corresponding to four key development factors, China Mobile e-commerce market appeared four kinds of leading mode of mobile e-commerce, which is the mobile e-commerce service mode of "Channel + platform" operated by telecom operators, the mobile e-commerce service mode of "Brand + operation" led by traditional e-commerce provider, The mobile e-business service model of "Software + Service" led by software providers, and the "Focus + innovation" mobile e-business service model led by new mobile E-commerce providers.

In the mobile e-commerce service mode of "Channel + platform" which is led by the telecom operators, the telecom operators in the core position of the information transmission in the industry chain, so that they have a large scale of potential user base, by virtue of the great advantage of the user information channel, telecom operators build mobile business platform. The most prominent representative of the market is China Mobile's Guangdong Mobile Mall.

In the mobile e-commerce service mode of "Brand + operation" which is led by the traditional e-commerce provider, the traditional e-commerce provider relies on its PC-side E-commerce operation, management experience accumulation, as well as commodity channel, logistics storage strength reserve, especially the brand image formed in the majority of netizens for many years. Only by mobile phone as a new user access channel, you can bring a steady stream of customers and orders. At present, in the market has been operating a mature platform, including mobile phone taobao and mobile phone when.

In mobile e-business activities, the merchant resource is an important factor determining whether the service model can be recognized by the market, the mobile e-commerce service mode of "Software + Service" which is led by the software provider, pays attention to the important role of enterprise management software in the mobile e-commerce, and tries to provide the whole mobile e-commerce software service Ufida by the Mobile Street as the representative of the service model for small and medium-sized enterprises to carry out mobile e-commerce, providing a good market access opportunities. In the process of mobile e-commerce development, the mobile Internet itself has created a group of new business platforms focused on mobile e-business, which is dominated by "focus + innovation". The mobile e-commerce service model itself is different from the traditional e-commerce, and the new mobile e-commerce providers get rid of the traditional electronic business development, and focus on the innovation of the proprietary service mode of mobile e-commerce.

Suggestions for mobile e-commerce platform providers

Optimization function: Strengthen platform infrastructure, develop diversified innovative profit model according to the strength and advantages of enterprises to choose innovative ways, and constantly improve the platform service function, to achieve business, user-scale and the gradual expansion of the use of viscous continuous improvement. In addition, platform providers should also strengthen their own WAP website construction, in the marketing model, the promotion of innovative ways to gradually get rid of the single text message advertising mode.

Precision Marketing: Pay attention to the user experience, provide personalized service for the segment user market and focus on the user experience and business operation. Mobile e-commerce platform providers to strengthen the expansion of users at the same time, but also need to strengthen the user needs, consumer behavior, consumption preferences research, so as to open up market segments, to provide users with personalized services to achieve precision marketing.

To enhance cognition: to tap the interactive media resources and to complement the offline resources in the market cultivation period, we should strengthen the cooperation with the traditional media in the promotion mode, and pay attention to the effect and monitoring of advertisement, so as to attract the small and medium-sized enterprises to join actively. If through the offline activities to improve their own exposure rate, through the free public information services to enhance user awareness, training users to use habits.

Strengthen cooperation: custom cooperation with terminal manufacturers to broaden business promotion channels.

strengthen and terminal manufacturers in the customized mobile phone cooperation, through user-friendly access to their products to expand business promotion channels. In the case of operators restricting the built-in cooperation, the domestic terminal manufacturers are the focus of their efforts.

At present, the mobile electronic commerce is still in the early stage of development, the industrial chain should improve the user's cognition through the effective market promotion, and attract more businessmen to participate through the reasonable business model, each platform provider should carry out market segmentation and differentiated operation according to its own positioning and resource advantage, seize the opportunity, To occupy the "commanding heights" at the beginning of the 3G commercial age. (Wen/Guo, expert member of China Internet Association)

Note: This article starts with "software engineer"