How does the small and medium-sized enterprises do the pure electric business mobile promotion operation?

The question of how the mobile power trader does the promotion has been consulted Top1 more than a year ago. So I once again based on our past practical experience to talk about the promotion of mobile electric business. Article/Guest author Zhou (Shanghai Kancart Software mobile Business Platform CEO) This article refers to the mobile electricity quotient is the past of the business of pure electricity, now expand to move. Special emerging E-commerce business model specifically for mobile scenarios is not within this context. This article is mainly aimed at the largest number of small and medium-sized businesses, in addition to all the money can do subway, magazines, television advertising giant merchants are not in this context. A rational view of mobile promotion review 2012 years, to say the most impressive, is that the mobile electric operators are excited and excited, all think that this is the next gold mine. If you want to sum it up in a few words, using mobile device camera (vision), microphone (auditory), GPS (geographical perception) of the three senses, the user's current physical world environment and user interest points, and then the digital world of the corresponding information through the screen to the user. This is actually in the physical world flow more accurately into the digital world of traffic. That's why I said in 2012 that Google glasses are probably one of the ultimate forms of mobile devices in the future. Is the future in the promotion of mobile e-commerce more than the traditional internet will have more possibilities. The mobile electric business is considered to be the next gold mine, the first reason is the rising of mobile traffic, it is bound to bring the corresponding amount of mobile orders. After everyone saw the mobile device to convert the physical world traffic to the digital world traffic potential, but also excited! What is the most valuable thing in the digital world? What is Google's product as a most valuable internet company? Is the accurate Internet traffic! But let's not get excited, we soon find out, what's this about a bunch of pure electricity dealers? Especially if we consider the domestic mass of small and medium-sized electric dealers. What's the matter with everybody? Students in this room, the family has money to open the entity store please raise your hand, the class of a group of entrepreneurs for many years of retailers, brand manufacturers raise their hands. OK, the students who don't raise their hands will not want to move on the lbs related things. You have no real store, location base to where? The students in this room, the family has money for you to put up the media ads, please raise your hand, a few of the class a few tall handsome rich raise their hands. Well, the students do not raise their hands not to think from the physical world to guide a large number of traffic to the digital world, you have no media in the physical world, how to guide physical flow to mobile Internet traffic, with the air guide it? The students here, the family has the money to brush you some leaflets, online to buy some key words, to do a SEO, to the forum, or other channels to do some promotional site activities, or write a soft text, to do a video to the spread of social networks, please raise your hand, the class of the majority of the hanging wire small and medium-sized electric dealers finally uniform hands up. Well, that's the problem. For our electric Shangzhong.What do mobile promotions do? A few of the big bright spots of the movement were taken up by the Gao, which left us a big chance? Small and medium electric business hanging silk students are indignant, outraged, we are still waiting for mobile e-commerce can let us move to a brain, seize what opportunity to speed up the development of the corner overtaking it. Opportunities are given to the original giants. What's the big chance of a new mobile internet? It's not fair! It's not fair, but the reality is, mobile Internet is a whole new field, everyone is 0 start not long. But the Giants ' original resources can continue to play a big role on the mobile internet. Mobile Internet is not created out of thin air, independent existence, to some extent, mobile Internet is first derived from the Internet, and then independent development. So the first derivative of the process, the original advantage will be derived together. This is the same as although you two are students to enter the society, but the official second generation, the rich second generation is more than hanging silk has the advantage of a truth. This point when I saw the micro-Bo also see Zhou sent a, the future does not only do the internet companies, there is no only mobile internet companies, only to do the internet and mobile internet companies. I would like to say that mobile electric operators for most of the current small and medium-scale electricity dealers, is a good new channel, but it is difficult to become the next growth engine. He can bring a certain amount of sales growth, but it's hard to expect him to be a point of sale in the future. We need to return to rationality and level. Although mobile traffic has been growing, even more than the trend of desktop traffic. But is the rapid growth of mobile traffic due to population growth? Is it because of economic growth? In the final analysis, for the pure electric business, mobile traffic multiplied, but the consumption power has not multiplied. So your total sales are unlikely to grow exponentially. The multiplication of mobile turnover is only in the case of low base, it is very difficult to increase the likelihood of multiplication after stable. Mobile traffic source of mobile traffic sources have two major sources: one from the desktop streaming, back home unwilling to open the computer is this situation. The other is debris time flow anytime and anywhere. Most of the time mobile traffic is growing behind the same group of users. Turnover also comes from these two flows. For a pure electric dealer, desktop and mobile is your two sales pipeline. Mobile may not be a big breakout point for you, growth engine, but he does bring you real income growth. If you do not do him, not only can not get the mobile traffic orders, a long time may be the total turnover will also be affected, because the user thought of your site mobile phone access, he gave up, he went to other sites, even the desktop orders are affected. But the mobile turnover is usually not too big, they put a lot of energy to input-output ratio is not cost-effective, do not put it will be very bad, the merchant may soon find this, and more depressed. Mobile and desktop power providers are in fact targeted at the same group of users, the role is to make this group of users in the original may not be on the tableWhen moving the list, may even have a certain coincidence (even if not moving up and down in the desktop up and down), because of the opportunities for interaction, the final macro-view can make the overall turnover has a certain increase. But because the user's consumption power or demand does not change in essence, so there will be no significant change in the turnover of the pure electricity trader. Mobile promotion, for most of the electric business, in fact, not much different, not everyone think so complex or with the original promotion of how much difference. As long as you pull the flow, mobile traffic will naturally increase, your flow will naturally generate a certain proportion of mobile traffic. So you still spend more time to concentrate on how to do the original promotional work to promote your site, don't worry about how to do mobile promotion, it is easy to be fooled. Not too much line activities, no physical stores, there is no media advertising for small and medium-sized pure electricity business, in mobile promotion I want to say is that you need to know, mobile for you to pull new ability is not strong, even if pulled to new, successful completion of the first new user orders and even the conversion rate of the registration account is not high, After all, the user experience is his relative weakness of the desktop. And the mobile is more effective for you is used to active old users. How to do the mobile promotion of small and medium-sized enterprises you can use the relatively special point is a two-dimensional code. Try to get your two-dimensional code out of the front of the user's camera. Flyers, packaging, video, pictures, and even Valentine's Day presents a video to the person receiving the gift with a two-dimensional code. Two-dimensional code is not necessarily to your mobile site's homepage, you can go to a single product, to the photo, or even directly to complete the snapping action. This can be derived from a number of promotional methods. Another is to seize the advantage of mobility--anywhere, by squeezing existing mobile traffic dry. Specifically, my colleague, Huang Jie, mentioned in his article that he snapped up a second-kill promotional campaign. We attribute such promotions to limited and limited promotional activities. For example, starting at 10 o'clock in the evening to start the limited buying activities, users can not be at 10 points must be able to sit in front of the computer, this time the advantages of mobile phones are greatly reflected. For operations, is a week ahead of time to do the forecast work, regularly find some reasons, different products to engage in such activities. Your mobile traffic will be magnified to the limit and the volume will increase. This kind of promotional activities need to pay attention to: first of all, this can not pull much new, you must have a certain user base. Otherwise, your daily update operation is very hard, and few people see. Always change the reason for promotion, for different goods. The user will soon lose interest if it persists. Advance notice, so that everyone ready, otherwise mobile traffic will not lead up. In fact, this promotional activity can produce direct sales data may be limited, but he can bring up mobile traffic, users develop the habit of occasionally to see what you have recently the latest activities. Indirectly generate more mobile orders. The mobile turnover varies widely according to different categories of business models. The lowest size that is not suitable for sale on the move, the turnover (including pad) that may move is only 5%, the highest specific category of goods may even exceed 50%. For the pure electrical business is mainly the product determines this ratio, the general 5%-20%,20% of the turnover from the word is already very good. The limited-limit snapping activity mentioned above can generally be raised by about 5%. It is still not ruled out that there may be some overlap with the desktop, but overall turnover will grow on a macro level. The last thing we recommend is to make a move to buy a 90 percent or so activity. This kind of activity is simple and rough, it belongs to forcing the left hand flow to the right hand, while also reducing the gross margin. The last move on active old users and the possibility of a certain pull new ability is the extreme subdivision of the vertical social, but this is only for some very vertical industries or merchants, if you are not vertical and subdivision, it is difficult to do vertical social. This piece we are still in observation and try, and later have a certain result to share with you.