How to transform TP under mobile electric business

Iron Brother Research Mobile electric business has been a long time, 51 deliberately visit TP do good North Union Albert COO Tongyan.

Northern Alliance Services for young people more like the category such as beauty makeup, mother and child, clothing, but also mobile electric business to the traditional impact of several categories.

Tongyan said that the advent of mobile operators has greatly exceeded our imagination, the 2013-year dual 11 mobile Internet traffic has accounted for the total flow of 20%-30%. As far as I know, some Amoy brands because of their flexibility, can quickly use mobile end promotion, its mobile share has accounted for about 30%, and traditional enterprises because of their own system problem reaction speed is slow, but even so also has accounted for 15%, has exceeded our imagination. And as it goes, some of the mobile dealers will surpass the traditional PC dealers in the next year, especially the young people as the target consumers of the category growth rate is the fastest, if the entire electric operators move more than the PC end of two or three years. PC shopping biased rational consumption, mobile shopping biased perceptual consumption, perceptual consumption habits for a time it is difficult to completely overcome rationality.

We are active in the mobile Internet exploration and research, but still Taobao is the main, research Taobao in the mobile Internet policy. Currently more commonly used is micro Amoy, brand to create brand fans, and can be formed to buy fans, closed-loop transactions. The most important thing for mobile operators is to have subtraction thinking, minus the inertia of all-inclusive in the PC era, in order to adapt to the mobile internet age faster.

The traditional cat traffic bottleneck has come, the increase in the marginal cost of traffic more and more high, but the cat's income bottleneck is far from arrival, the killer is big data. Data analysis and consumer behavior prediction will be the main growth point of the future, we are also actively doing various attempts and efforts to improve the user's repurchase rate. We help Pampers services, according to the user to buy diapers size to determine the baby's growth period, so record data, and then according to the baby's growth process for users to recommend related diapers and milk powder, get very big success. This is just a small attempt, we are now based on the user's buying habits to do data analysis and collation, to predict the user's future purchase behavior. If we push forward, I believe that the use of data for the entire electrical business will be a new breakthrough.

Iron elder brother Interposed to ask: "Mobile electricity Business Times have no home page, TP company whether still have existence necessity?" ”

A: Mobile times TP is also inevitable, TP is based on the analysis of data to guide all the behavior of the electrical quotient, such as marketing, such as the display position, such as the relevant style collocation, are inseparable from the efforts of professional personnel. There are also familiar with the rules of each platform, we have done so many years to know the rules, enterprises can not learn. This is true of traditional PC electric business, mobile electric business also cannot leave data, can't leave to analysis and action of data. We recruit talent is also the recruitment of data sensitivity and electrical business experience, these are the enterprise itself difficult to do. On the contrary, in the mobile internet, the TP company may be a good opportunity.

Tico asked: "You agent of the United States brand online price is extremely disordered, how to solve?" ”

A: Overseas purchasing for the entire beauty industry has a bad impact, first of all, he pulled down the brand tone, followed by a large number of fakes. Almost all beauty brands are not recognized overseas purchasing products. But for us, this is also must face the problem, first, through the formal channel into the product demo, through parity or even paste the money way to gather target consumers, second, with vouchers and other forms to reduce the actual consumption amount of users, and to attract more traffic. Third, is in the cat and other integrated electric platform and other brands to do activities, I am beautiful makeup, can be with the same grade of clothing brands to do activities, attract more traffic. This is also our specific operation in the comparison of the reasons for the integration of electricity quotient, in contrast to the vertical electric operators are almost all competing goods difficult to jointly organize activities.

We also tested the micro-trust, but the effect is general, the reason is in the micro-credit users shopping habits are not cultivated, micro-letter is not perfect its business system. As far as we are concerned, it is certain that we will not give up any chance that the future may be the import of electricity dealers, but the best is still Taobao.

This is the first interview with the Iron brother, we have to know how to understand the micro-letter platform to ask questions, the next try to answer for everyone.

Pay attention to iron Brother can add micro-letter platform: Technology said micro-signal: Kejishuo