Looking at the trend of mobile electric business from pocket shopping

Some time ago to discuss the development trend of mobile electric business with my friends, my view is very optimistic, after all, the results of the mobile electricity business in 2012 is very good, and the friend's point of view is to doubt the authenticity of the number, and the second is that even if it is true, it is only a small share of the traditional electricity business, it is difficult to form a major breakthrough. Have some simple thinking about it, share with you.

Regarding the development trend of the mobile electricity quotient, I think can be from objective and subjective two aspects speaking. Objectively speaking, the basis of the development of mobile power has been basically formed, one is the hardware and technology level of the market base has been formed, 2012 China's mobile phone users reached 420 million, annual growth rate of 18.1%, far more than the overall increase in Internet users, mobile phones have become an important terminal. The increase in the number and quality of smartphones has allowed the mobile-phone business audience to grow, while also increasing the likelihood of holding effective audiences. As a result, in 2012, internet users in China used mobile phones to do online shopping compared to the 2011 growth of 6.6%, mobile phone group purchase, mobile phone online payment, mobile internet banking three categories of users in the proportion of mobile users have increased, user size growth rate of more than 80%. In 2012, the proportion of individual mobile banking users was 8.9% in the urban population of the national level and above, and increased by 2.6% in 2011, with a growth trend of 3 consecutive years.

Subjectively, the convenience of mobile operators makes it easy to grasp the needs of the audience's fragmentation, and take advantage of the audience's fragmentation time. It's like Lei wants to do the living room business. So, as with the Millet box, the mobile dealer wants to satisfy any requirement of the customer at any time. On the other hand, if the traditional electronic business site as a commitment to product demand satisfaction of the search engine, so generally speaking, the traditional electric dealer is SKU, logistics and online search engine of the collection of three, and unlike the traditional electric power quotient, mobile electric business in addition to these three elements, there is a more important element, that is "discovery engine."

What is Discovery engine? In fact, the search for shopping site can be divided into three categories, one has a clear purpose, they directly search the name of the product can be, the second is the general direction, they will search category words, three is there is demand but do not know their own needs, can be said that there is no purpose, for the second and third part of the search requirements meet is called "Discovery engine." I remember reading a few times ago that Steve Jobs was not a man to satisfy his needs, but a man who created demand. Recognize the market demand so that targeted product input may be able to get good revenue, but only open up the market and adhere to improve the ability to get higher returns. In fact, most of the time the traditional electric operators to meet the needs of the audience has been generated, for example, I think I want to buy a mobile phone, and then I go to Jingdong, go to the cat to look at the mobile phone, but the goal of the mobile business is not only to meet demand, but also create demand, the creation of demand is "discovery engine", that is not to let everyone see the same search But let everyone see their favorite content, and constantly jump out of the user may like content.

The discovery engine has great value in the use of mobile operators, the mobile electric power provider satisfies the audience to fragment the time and the demand, also decided its conversion rate needs to be subjected to the deeper test, that is how grasps the audience eyeball and satisfies the audience may not have the explicit demand. Now find engine technology application is the most adept in the pocket shopping this application, for this sudden break into the public view, and with the media is known as 100 million advertising cooperation of mobile electric business applications, on its evaluation is actually opinions. After all, the shopping site in the guide mode beauty said and Mushroom Street to go earlier, and the heat is said to have slipped 80%, then the pocket shopping with what can be contrarian operation? Or what can a mobile power trader break through the market? I think the incision is to create a mobile application that is based on the discovery engine that distinguishes it from the traditional search engine and can achieve a great degree of user satisfaction.

So how does the trend of the mobile electric trader develop this differentiated road? Take the discovery engine technology of pocket shopping for example, it is different from the traditional search engine in accordance with the relevance of the ranking, but according to the user's preference rankings (the user's preferences here to the rate of click), pocket shopping around this click rate to create a specific user XQuery for a full web content click-Through prediction System, It has the characteristics of relativity, timeliness and individuation. So in the audience's products can be more targeted, superior to the inferior, to ensure that the needs of the audience and the quality of time to meet the requirements, so as to effectively reduce the initial purchase of brand penetration threshold and improve the product repeat purchase rate. Shopping is no longer a purposeful activity, but also a kind of rest, the choice of goods is less doubt, reduce the comparative cost, so that can effectively meet the needs of the mass fragmentation and time.

On the other hand, in fact, in the large data precision marketing, the traditional electric business is also good mobile electric business, market opportunities are from the imbalance between supply and demand, and the mobile electricity business in the supply and demand balance to meet more advantages. For example, pocket shopping in the user's collection based on the reverse group purchase mode, each day by the buyer launched tens of thousands of single purchase orders, so that sellers find orders become possible, in accordance with the implementation of C2B precision marketing model, thus effectively improve the demand and supply matching. At this point not the PC side can not do it, but no doubt the phone's collection frequency is far higher than the PC, so the user's expression preferences compared to the PC is more representative, so take a big order business model, pocket shopping sales conversion rate successfully promoted to more than 34%, which I am afraid in the PC end is unimaginable.

In summary, the mobile power provider has the ability to meet the consumers ' fragmentation time and demand. It is more adept at grasping consumer demand and walking a fine product management model, in addition to C2B large orders on the reverse purchase also has the advantages of the PC side, coupled with the growing trend of mobile network, The impact of the development of mobile electric dealers on the traditional electric power is not to be underestimated, I also hope to see the mobile electric business can be in with the traditional electric business PK can achieve better performance!