Mobile Power 2013 Prospective: pure electric business slow down group buy reverse attack

"Billion Power network News" January 8, the Electric Business enterprise 2012 years of unprecedented enthusiasm to explore the mobile end, and constantly refresh its total business ratio. Billion power network contacted the mobile business industry, the 2013 trend of mobile E-commerce analysis and prospects, and make the following important trends to judge:

The mobile end of the pure electricity trader grows or slows down

"The mobile end is a must for a pure electric dealer, but it cannot be hoped that it will bring about an outbreak of order." "Mobile electric business Platform Kancart CEO Zhou told billion Power network, the electrical business to the mobile end of the initial transfer, everything is starting from zero, so no matter in the flow or order volume will be rapid growth." Once the mobile end of the user reached a certain level, the development into a smooth phase, the growth rate will also be slowed.

According to billion power network to understand, Taobao, where the customer, when the integrated platform in the mobile end of the business most prominent, when the mobile end of the 2012 traffic reached 20%. According to the old revealed that 2011 customers in the mobile terminal sales of less than 5%, and 2012 sales will exceed 15%. On the basis of the existing base, the electrical business mobile end to have a stronger growth, and at the same time break its own limitations, there are many difficulties.

On the other hand, some electric dealers (especially the vertical class) on the mobile end of the attitude is turning to calm, which will also reduce the total heat of the pure electric quotient mobile. A household electrical appliance type Electric business enterprise CEO to billion power Network said, at present, many electric dealers exist "in order to move mobile" problem, swarm chasing the development of mobile end, regardless of the nature of the category and reasonable mobile end mode. He cited the analysis, household appliances category of users to buy too low, and the product display, experience, after the high demand, if the blind development of mobile end as a sales channel, is obviously self-inflicted bitter eat.

In the 2013, large electric dealers will continue to break through the mobile end of sales, the late-exerting force has a faster growth, the mobile end of the relatively early, to a certain level of the enterprise will gradually enter the bottleneck, and for more small and medium-sized electric operators, mobile end of the survival and development space to be re-examined.

Traditional brand business Advance card position

Compared with the pure electricity quotient, the traditional brand merchant 2013 at the mobile end or will have more tricks. Mobile retail service provider, the CEO of Zhang Zhijian has to billion power network revealed that the guests 2013 years of major customers from E-commerce enterprises to traditional brands.

It is noteworthy that for traditional brands, the meaning of the mobile end is more about marketing and customer relationship management, rather than simple selling channels.

Nike, Pui Ling Imperial Concubine, Haier, Ikea and other traditional brands in the mobile terminal play can be used as a trend of the mobile power of several references. Nike will nike+running and other mobile applications into the user movement and life, whether for the brand meaning, user stickiness or data access, are commendable; the brand makers such as Bell Ling Imperial Concubine, Haier and so on have begun to try to use app for store navigation, attract users to offline consumption Ikea's product catalog app is paired with the paper catalogue, which is scanned by the mobile phone to realize the 3D effect, video introduction and so on that the paper catalogue can't realize.

For these enterprises, the mobile end brings not direct orders, but the use of mobile phone features to intervene in user life, to help users understand the brand and products, so as to better manage customers, promote sales.

Local Life app or reverse group buying decline

Group buying industry in 2012 the most eye-catching mobile performance, Alipay data show that in the second half of 2012, the use of mobile devices to buy life services commodities trading into the outbreak, compared to the first half of the 4 times-fold increase in transactions accounted for 80% of the year. Among them, the United States, the public comments, litters group, etc. in the mobile group purchase business growth of the most rapid.

According to billion power network, litters mall December 2012 Mobile end of the sales accounted for up to 15%, the United States network on the mobile end of the transaction accounted for 30% or so, the company's mobile team staff accounted for 50% of the total staff; Sticky rice net has nearly 20% turnover through mobile devices While the mass comment network mobile end traffic has accounted for 60%. Through the local life services, mobile Dongfeng, group buying is also expected to rebound in 2013.

In addition to group-buying, coupon-type local life service providers will also join the offline chain to continue to explode by moving trends. Mobile Shopping mall Application Pocket Shopper Hou Xun believes that there will be a lot of opportunities on the mobile side of offline brands such as Starbucks, Yoshinoya and so on, especially the use of coupon connectors online.

Mobile Advertising Switching

At the end of last year, ebay's announcement that it would stop running ads in apps poured cold water on the mobile ad industry and made the bottleneck of mobile advertising hot again. The nature of the mobile screen, so that the effect of mobile advertising has been controversial. Industry insiders to billion power network, the electric business in the mobile end of advertising, conversion rate, the return on investment is not high. More importantly, the user experience is a great destruction.

But this does not mean that mobile marketing will be abandoned by advertisers, the mobile side of the show has just begun. Future mobile ads will not be dependent on wizened, limited banner or text chains, and new forms will emerge and be tested in the marketplace, such as AR (Augmented reality), which is suitable for mobile devices.

The typical AR technology mobile marketing case is the advertising application ibutterfly of the Japanese electric advertising company. The application was formally entered in China last September and soon cooperated with Watson to put coupons, promotions and other information into the virtual "butterfly", the user can "catch butterflies" in the real environment, and then to the corresponding merchants to exchange. Soon, the electric business boss Taobao also used this game in the 2012-year double 11 promotion.

Social functions will be enhanced

The rapid occupation of the mobile end of the micro-credit and micro-blogging system once again validates the ability of the social function to kill the user in seconds. Electric dealers have not given up on the search for social networks. The portability of mobile phones and the ability to take photos make them a socially important battleground. By 2013, the initial migration from the PC side to the mobile end will begin to build and use social networks more.

Shi Yilai, Assistant President of customer goods, has revealed that the next version of the app will be embedded in the "type of micro-letter" social function, which means that the mobile electric operators began to pursue the user's stickiness. And Zhou to billion power network, in the mobile end of the current more successful Mushroom street and other community applications based on the more vertical community or will appear in 2013.

In addition to the major trends mentioned above, micro-credit to deepen the exploration of the electric business, mobile payment is becoming more popular, and so will be the scene in 2013, different players will continue to break through the bottleneck in mobile devices, and seek new business model.