On the online shopping mall of telecom operators (a) User entrance

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Looking back in the early years, buy a mobile phone is to go shopping, buy card and recharge can find street newspaper pavilion, domestic telecom operators early to get used to the high-speed growth of the high, the handset terminal and number of sales has always been not interested. But today, China's mobile phone users have broken 1 billion, and in the 1.37 billion-nation superpower, operators are moving closer to the ceiling, shifting to stock competition. At the same time, those used to "Rob" the user's low-level means more and more bad, visible competition from the service layer (signal good, low charges) to the application layer (fast, good application, Terminal dazzle), the operator's initiative is gradually weakened.

Back to the consumer market, has become the various E-commerce companies competition situation. A large number of users from different network shopping malls to buy mobile phones, as for mobile phone use which network, businesses do not care. Because of the lack of the most basic channel alliance, operators also began their own electronic channel process. Then "human, material, financial resources," the strong telecom operators in the competition in what kind of posture? This article from a number of users to buy the entrance experience to comment on the three major telecom operators online mall.

3G Intelligent terminal consumption "chaos" like

China, the world's largest mobile phone consumer market, is growing saturated, but it is ushering in a rapid transition from functional mobile phones to smartphones, as well as the popularity of 3G networks. However, most mobile phone consumers in the terminal format and network matching problem is confused, China Mobile users use WCDMA mobile phones, but the TD-SCDMA mobile phone is ignorant. Chinese telecom, China Unicom borrowed "star Terminal + High subsidy" mode of struggling to catch up with the current 3G share of the world situation. 3G licensing over the years, the total number of users to achieve the expected breakthrough of 200 million, but to change the thinking, if the operator has a strong consumption channel control ability, why consumers understand the phone terminal and the network what relationship? How can there be such a laughing "chaos" like, 3G user growth will be faster.

Advertising needs to fall, how users buy

Telecom operators of advertising perennial flooded the streets and lanes, "G3, Sky Wing, Wo" brand publicity everywhere, in addition to the network coverage of wide, fast Internet, the use of low tariffs and other traditional routines, there are a large number of flagship brand mobile phone propaganda and dazzling subsidy policy. From the point of view of the consumer, the user to the operator's advertising trust is far higher than other comprehensive electric dealers, once the purchase demand, first ushered in the question is "How to buy?", the author simulates the following ways to experience.

1. Customer Service Hotline

"Where can I buy a mobile phone that wants to buy an operator's promotional campaign?" Consulted three operator service hotline for problem phone. Get the answer is roughly the same, customer service basically suggest to the official online mall or offline business hall to buy, but three each have its subtleties.

China Telecom Customer service is the most enthusiastic, unsolicited ask you want to buy the phone model or demand, in the absence of fixed requirements will recommend the iphone or millet and other popular models, give the price and direct phone order. When the author insisted on their own purchase, customer service immediately inform please login to the official 189.cn Mall.

China Unicom Customer service is the most unified, all answering operators are quick to inform the 10010.com official mall to buy.

China Mobile customer service is relatively flat, incredibly also suggest the author to Beijing East, Gome and other places to buy the answer, but also sent online business address to mobile phone messages, no one verbally mentions 10086.cn Web site.

2, Baidu search results

The author in Beijing to Baidu as a test tool, using the name of the regional operators to retrieve, the feedback experience is much different.

Chinese mobile search results are most satisfying. Type "Beijing mobile" after the search, the first page of the main screen results are mobile official web site, as well as promotional campaigns and popular business links, apparently Beijing mobile bought Baidu's promotional products. When you try to type a name for another province, there is no such advertisement (which may be restricted to the display area), but all 10086.cn of the corresponding results rank first, ensuring that the user visits normally.

China Unicom's search results are generally normal. Search "Beijing Unicom, China Unicom" can be in the natural ranking of the first to get 10010.com results, but the search results appear in the third party card sales sites and group purchase sites and other results listed in the promotion position, easy to users will be misleading.

China Telecom's search results are slightly different, provincial names in addition to the results of the 189.cn will appear ct10000.com or other provincial companies earlier independent domain name (such as Fujian Telecom, Xiamen Telecom, Shenzhen Telecom and other results), After entering the need to click the provincial map to reach the corresponding 189.cn, since the unified domain name has been enabled, why not ct10000 this old domain name unified to jump to the corresponding 189 new domain name? In addition, in search of "Tianyi" keyword, The results of the promotion and natural rankings are hicdma.com, telecommunications network brand so not unified the author was surprised.

3, Web site navigation

In the well-known Hao123 site navigation home page, China Mobile link appears in the lower part of the mobile phone column, the side has a drop-down arrow to choose China Unicom and Chinese Telecom. In the so-called 300 million users of the 360 browser default navigation station home page, did not appear the shadow of the three operators, but was placed in the mobile phone channel navigation bar. So visible, no one operator attaches importance to the site navigation station.

Borrow Power Platform

The Cat Mall occupies half of the domestic market, even the old electric business Dangdang also had to marry him. Today, the three operators have also entered the day Cat Mall, all the official flagship store named, but what about the performance?

China Unicom Cat flagship store experience the best, the store by the Unicom group Self-and, card, contract machine, Internet card and all kinds of promotional products complete, the provincial promotional activities are clear, different kinds of card has provided thousands of source for online selection. At the same time in all kinds of product publicity is fully demonstrated its 10010.com brand image. Finally, the author calls 10010 Beijing customer service This shop, also got a more consistent affirmative answer.

China Mobile's flagship store is flat, and the store is authorized by mobile group headquarters to operate in Jiangsu (see the relevant documents in the Help Center). Shops only sell mobile phones and accessories, basically contains the current mainstream TD-SCDMA flagship models, but also have a good deal records, but are mainly bare metal sales, and no other contract concessions. However, the author is surprised to call the Beijing 10086 customer service to verify the shop, received is a negative answer, and advised not to be credulous to buy, it seems that the provinces have not synchronized information.

China Telecom Cat flagship store, the store company name shown as China Telecom Co., Ltd., should be run by the group headquarters. But only 5 of the bare metal in the sale, contract machine is only a few 3. Card types are complete, but also support online selection. Generally not a qualified network store. Naturally, when I call Beijing 10000 customer service, also did not obtain the corresponding recommendation information.

To walk in a complaint

The above is only the author stands in the user's angle to simulate in the operator's consumer experience, each road well-known analyst, the consultant to the telecommunication operator's criticism and the suggestion is to the state-owned enterprise system to criticize the diagnosis, this article even if spits the trough the product which under the criticism.

The telecommunications industry has not been recognized for many years, the government is too monopoly, employees are afraid of KPIs, people feel always fooled. The reference to "transformation" is also about "system" that is discolored, so that it is always said to be a declining industry. Although the three major operators on the internet layout of a long history, but still tepid. Terminal strategy is also wool, whether it is ophone or wo phone. However, it is gratifying that we can still see the operator in the change, even if the posture is not fully set, the effect is not satisfactory. In the next article, I will continue to "comment on telecom operators ' online shopping malls (ii) Purchase and service".

This article is from: Li Mengyu Independent Blog http://www.limengyu.cn/