The beginning of a large outbreak of mobile payments

The advent of the 4G era made 2014 the starting point for a large-scale outbreak of mobile payments.

According to IResearch statistics, 2012 China's mobile payment transaction scale of 150 billion yuan. By 2016, mobile payment transactions will reach 1.36 trillion, with a composite growth rate of over 70% over 4 years. Among them, the market share of mobile internet payment and near-field payment is up to 79% and 15% respectively from the current 52% and 3%.

The arrival of mobile payment, once again gave the electric dealer the opportunity to rewrite the pattern. Along with the Beijing-east listing, people suddenly found the figure of Tencent. In this respect, Jing Dong collar military Liu said, Jingdong in the mobile internet breakthrough imminent.

Indeed, with the advent of the mobile payment era, who can be sure that the current in the ranks of the 二、三位 of the Beijing-east, Tencent, can not shake the big Taobao has been the dominant network shopping?

Alliance model against

The 2014 electric Business IPO Road is a little narrow, China's internet power companies two giants-Alibaba and Jingdong in this way.

May 22, Beijing East announced in the United States Nasdaq Stock Exchange listing, the stock code is "JD". The IPO, which has raised $1.78 billion trillion, is the largest IPO ever made by Chinese companies to finance the US.

In the PC electric business competition increasingly white-hot moment, Beijing East can preempt Ali one step to obtain the capital to help, this let Jingdong Group founder and chief executive officer Liu Mood caper.

And in the IPO, holding hands in the current ranked third in the Tencent, but also let Liu feel good, he said in the Beijing-East Internal Mail, Beijing East in the field of mobile Internet breakthrough imminent.

Jing Dong Group Vice President 蒉 Ying Chun also repeatedly said in several occasions: "The electrical business started early, but at such an early stage of a monopolistic platform is not normal." This opportunity to integrate Tencent and Beijing East can reshape a consumer-to-consumer ecology. Layout Consumer-to-consumer is the inevitable choice of Jingdong group strategy. ”

Data show that 2012 years ago in the 10 years of China's PC network shopping market, the big development period. In the whole 10 years, our country pc net buys the scale the compound growth rate is above 50%. But at the same time, the online shopping market has been Taobao and other major leading companies. Especially in the early years of rapid development of online shopping, Taobao represented the Consumer-to-consumer model accounted for nearly 90%, a single big.

With the continuous maturity of the online shopping market, quality, logistics, services and other outstanding manufacturers of business, can be a monopoly of the situation still exist. As of the third quarter of 2013, in the market of the Business-to-consumer, the dominant cat occupancy rate of 51.5%, Beijing east to 17.5% followed. Next, Tencent to 6%, Suning easy to buy 4.4%, Amazon China to 2.6% of the market share of the market share fluctuation is larger, but also the most unstable second echelon of the group.

Jingdong betting on the self-employed, successfully in the big Taobao monopoly of the online shopping market cut a cake, but this is clearly only the first step of Liu. Together with Tencent, will become Jingdong in the online shopping market to seek greater market share opening.

The head of the Beijing-east mobile electric business said this and Tencent's "alliance" when this evaluation: "The Beijing-east and Tencent in the mobile and electrical business in the field of strategic cooperation will create great value for both sides." ”

In his view, the cooperation not only let the Beijing-east access to mobile phone QQ and micro-letter two internet access, and Tencent share the largest mobile user base, the rapid expansion of the Beijing-east of its own user groups, in the flow of advantages is self-evident. At the same time, Tencent's shares, so that Jingdong can learn from Tencent's mobile applications in the field of expertise, better development of mobile business, upgrade and expand the existing mobile platform technology and content, close to market trends, and continuously enhance the user experience.

"In fact, the explosive growth of PC users is ending." In 2014, China's online shopping growth will reach 32%, to 2017 will slow to 15%, has been away from 2012 years ago, 10 years of high growth stage. Especially with the rapid popularization of mobile smart devices and the maturity of mobile payment, the four characteristics of mobile shopping, such as precise customization, fragmentation time, social sharing and O2O, make consumers become the center of whole consumption, and mobile terminals will lead a new round of consumption revolution.

With the outbreak of mobile internet shopping, the transformation of PC to mobile terminal is the inevitable direction. This may be the Beijing-east joint Tencent deeper meaning. "GF Securities analyst Eurasia Philippines told reporters.

Move end to Chess

Mobile end to become the electric business giants compete in the new battlefield of commerce, Alibaba and Jing Dong is naturally the leading role of the market scramble.

But it is not clear that the BoE is raising the mobile end.

Relying on many years of strong technical support and huge customer resources, Alibaba has built a more mature and complete all-round network ecology. In the field of mobile electricity, Taobao Wireless, cat app and Amoy Point has formed a more complete product matrix, in terms of flow, Exchange platform, payment platform, stability and business services and many other aspects have a clear competitive advantage.

Among them, Taobao Wireless has been China's largest mobile shopping terminals, the current turnover is also very impressive. Alibaba, which is solidly rooted, is in front of other rivals, including Beijing-east.

Talking about the idea of mobile shopping, Ali Mobile business owner to the "China Economy and Information" reporter said: "In the future, the mobile Electric Chamber of Commerce has an explosive growth, this is certainly our future development of one of the key business." In fact, since 2013, Alibaba has put forward a full range of mobile operators ' all in ' strategy, and the implementation of the effect is very good. ”

As the main force of mobile electricity business, Alibaba has invested a lot of marketing and technical energy on Taobao Wireless. Recently, the most popular CCTV sports channel in Brazil World Cup competition live broadcast, is "Taobao wireless" exclusive title.

Thus, Alibaba to "Taobao wireless" hope is not mobile shopping terminal so simple. This conjecture is also confirmed by Ali, they hope that through a full range of goods and services coverage will be "Taobao wireless" into the consumer's personal life part.

In addition to raising mobile terminals, since 2013, Alibaba has also begun a strong expansion in the field of mobile Internet, with Sina Weibo cooperation, the acquisition of a gold map, a stake in the Youku, investment in UC.

Talking about the future structure of the mobile electric business, the person in charge is quite confident: "The mobile electric business is still the electricity business, the most fundamental thing for consumers is two: first, to buy things; So, come down to the end or to be based on PC Electric quotient. Although the mobile internet has a lot of unique places, but we have been adhering to product innovation and business model innovation. Ali has been in the field of mobile power for many years, China's top ten apps mobile apps, of which 6 are related to Ali, our position in the mobile Internet is certainly not so easy to subvert. ”

For the future of mobile electricity business, unwilling to second the Jingdong is full of expectations.

When talking about the layout of the mobile terminal's business, the head of the Beijing-east mobile Electric business said to the "China Economy and Informatization" Reporter: At the end of May, with the cooperation of Tencent, Jing Dong micro-letter shopping portal and mobile phone QQ portal opened in succession, Jingdong in the mobile end has formed a mobile phone client, micro-letter shopping portal, mobile phone QQ entrance composed of ' The three-horse carriage ' layout, through the cross-platform, the social cooperation attempt, enhances the Jingdong in the mobile user's participation degree and the penetration rate, these also is sufficient to demonstrate the Beijing east to face the mobile electricity business the positive attitude. ”

Jing Dong believes that at this stage, its ecological construction in the field of mobile electric business has begun to take shape, and there will be greater development in the future. "At present, Jingdong in the mobile end has formed a new layout, including mobile phone clients, micro-letter shopping portal, mobile phone QQ entrance, the three platforms covered by different people, to complement each other." In the future, the three will be based on their own different product advantages, each play the maximum value, to complement each other, in the mobile end of the joint exerting force, coordinated combat, forming a set of combination boxing. ”

In fact, whether it is PC electric business, or mobile electricity business, good operation is the fundamental business continuity and profitability, the flow of the entrance, although the key, but can not determine everything. How to improve market share and strengthen market position through effective operation has become a new issue of concern to Jingdong.

Mobile Power is a new model, and no one can predict whether it will be subverted by emerging technologies and new business models. To this question, Jingdong has its own thinking, but also has its own concerns.

Jingdong said: "In the field of mobile electric business in the actual operation, the latter will be based on the needs of users continue to explore new operational strategies to fit the needs of customers, thereby gradually consolidating the Beijing-East in the mobile power market position." ”

For the future of mobile operators in the operation of the difficulties, Jingdong also made a prediction: "Users in the PC and mobile end of the shopping habits are not the same, the Internet time, scene, purchase dimensions are different." Therefore, the future development of mobile electric business is probably the most important thing is to cultivate the habit of mobile shopping. ”

The 2014 China online shopping market growth is expected to be only about 32%, is about to bid farewell to the peak of PC Power era, into the development of relatively stable industry maturity. It has become an indisputable fact that the growth rate of China's online shopping market and new net-buying users has slowed markedly. That means the effect of relying on new users to directly drive the online shopping market is waning.

The gold rush time is gone, the traditional PC electric business consumer-to-consumer and the industry monopoly pattern has basically formed. It is well known that under such a pattern, it is not easy for other companies to grab the food market in the hands of oligopoly.

In the Consumer-to-consumer field, Alibaba is the leading representative of the people. After years of market penetration, "Taobao" has gradually become a synonym for people's online shopping. At present, Alibaba's Taobao and cat platform market share of more than 80%, this remarkable report card makes it become Consumer-to-consumer business area difficult to shake oligopoly.

In the business of Business-to-business platform, the sky cat occupies more than 50% of the market share, while in the self-employed market, the proportion of BoE is as high as 46.5%, the two stable sitting in the field of China's business of the first couple of companies, so that other businesses can only be a candle.

After more than 10 years of rapid development, China's online shopping market is gradually from green to mature. With consumers on the quality of goods, logistics and distribution, after-sales service and other shopping experience requirements of the improvement, Jingdong, Amazon, Suning, such as the market share of the platform of the self-consumer business is rising.

Among them, in the field of self-service, Beijing has been established for many years to sell authentic image has been deeply rooted, by virtue of a strong self-built logistics system and product after-sales service quality and many other advantages, the market share of the top in the long term, the position of the industry leader is increasingly stable.

Other electric operators are very clear, to Alibaba and the two big giants in the PC electric field, the difficulty can be imagined, perhaps avoid PC electric dealer's "Red Sea", in order to achieve greater development.

With the increase of mobile shopping and the penetration of mobile shopping, the China Mobile shopping market has been in the outbreak period since 2012.

Now, open mobile phone App Store (mobile application Shop), the shopping class application software already is very rich, the user only then can search easily to be able to find out Taobao, Jingdong, when, Amazon, 1th number store and so on many mainstream electric dealer's mobile end shopping application.

From the current China's mobile business transaction size accounted for, the big Taobao, Beijing-east, Tencent Electric, suning Tesco and Amazon China listed in the mobile shopping market transaction size of the top five.

Although the development time of China's mobile electric business is relatively short, market size is relatively small, from the overall view is still a big cake to be divided, but the traditional PC electric giant has relied on the first advantage, Alibaba and Beijing east are active in the "Happy Rodeo", and in this field initially occupied a favorable market position. The great game between the Giants is playing.

Wen/Xu Yijian