The development of mobile e-commerce market will not be a simple process of migrating from PC to mobile end

IDC believes that the development of mobile E-commerce market will not be a simple move from the PC to the mobile end of the process, but will be a personal consumer-centric industrial model restructuring. Whether it is Taobao, Beijing-east and other PC Internet age E-commerce strong, or eager to help O2O transformation of the silver-Thai, Wanda and other traditional retail giants, and even Haier, Lenovo, cleaning and other brand manufacturers, will become the future of this market competition in the important players. The competition for individual consumers will gradually replace the dispute of the flow entrance, and become the key to gain the competitive advantage of all the industries.

IDC predicts that the three major themes of the 2014 mobile Power Market development are: E-commerce Mobile client promotion, socialization of mobile portal competition and new business model exploration, and brand manufacturers mobile end member marketing management.

E-commerce Mobile Client promotion: Taobao, Cat and Beijing-east E-commerce platform will increase the use of mobile clients subsidies to promote, to adapt to their own user groups to move to the end of the transfer. This trend in 2013 has been very obvious, such as Taobao in the double 12, through the gift of lottery tickets, coupons and other reward activities to encourage users to use mobile clients. It is expected that the promotion of E-commerce mobile end will continue in 2014.

The competition of the mobile entrance of socialized electric quotient and the exploration of new business model: the integration of "Weibo" and Ali Electric business platform did not bring more obvious sales conversion in 2013, but accelerated the transfer of "micro-blog" users to "micro-trust" platform. The rivalry between "contacts" and "micro-letters" will be fiercer in 2014, along with a business model based on mobile social relations. Micro-Letter large user base and the use of frequency will give Tencent more advantages, but in the social electric business model without a breakthrough in the background, the two sides of the contention will only evolve into a mobile IM dispute, and will not affect the electricity market too much.

Brand manufacturers mobile end member Marketing Management: In the era of mobile electric business, brand manufacturers will gradually learn to no longer passively follow the channel platform "revolution". Regardless of the type and mode of channel renovation, do their own product services, grasp their own brand users is kingly. Brand manufacturers will pay more attention to the user's information collection and in-depth analysis, take more detailed member marketing management, to gradually replace the rising cost of channels and web site traffic purchase, customer relationship management continued to upgrade and improve.

In a comprehensive view, under the mutual checks and balances and game of the multi-party market participants, the electronic commerce market pattern of oligopoly will eventually divide with the rise of individual consumer groups, and the new round of electronic commerce market change is coming.