The domestic mobile e-commerce market ushered in the most crucial year

Tencent technology Hu Xiangbao July 10 reported

In 2014, with the popularization of smartphones, the mobile Internet industry is making a blowout. The domestic mobile e-commerce market also ushers in the most crucial year in the battlefield of competition.

Just after the Spring Festival, Ali's headliner Ma Yun sent an email to insiders saying that mobile e-commerce will be the most important area in the mobile Internet era and the most important direction for 2014 Ali. To this end, Ali take "cloud + end" strategy, ALLIN (Texas Hold 'em term, which means all-in) Mobile providers.

At the same time, with WeChat and stake in Jingdong, Tencent mobile e-commerce has also become a new force in the industry.

In June, Mushroom Street was valued at up to $ 1 billion after only 8 months of transition. One of the key support points is its performance on the mobile side. As more than 60% of Mushroom Street's single-month trading volume comes from mobile platforms, mobile providers give investors enough imagination.

Obviously, capitalists now favor mobile operators. In their eyes, the mobile terminal is a sexy coat, put on it, the charm of traditional e-commerce also will surge.

There are indications that the domestic mobile e-commerce has opened a new round of big game in the first round of mobile e-commerce movement, Taobao, Lynx, Jingdong and other traditional e-commerce platform still play a leading role. In the short term, the mobile terminal is still the traditional e-commerce migration from the PC side of the world, completely pure mobile e-commerce players are few, the new big brother has not yet been born.

For practitioners, all they have to do is be prepared to quickly catch an outburst of dividends when the mobile-commerce boom erupts.

Billions of market competition there is no new big brother

According to insiders, mobile e-commerce is now developing rapidly, "mobile" battle around the mobile terminal is not a new market increase, more level is based on the traditional online shopping groups a "migration."

According to Analysys International's data, as of May this year, the top ten players in the domestic mobile e-commerce are from the traditional PC-end e-commerce, pure mobile e-commerce is only a small number of rookie, such as buying and selling treasure, pocket shopping.

Among them, the shopping platform Taobao, Lynx, Jingdong ranked the top three monthly active users were 9.81 million, 12.36 million, 10.95 million. These three add up to 120 million active users, accounting for more than 80% of the basic share. From the mobile e-commerce shopping guide, information category, the beautiful said Mushroom Street ranks first-line camp, the number of active users reached 5 million, more than the mobile shopping platform of the United States and the United States, 1 stores and Suning Tesco.

According to industry estimates, this year the size of mobile providers will grow 200%. The rapid growth of mobile e-commerce Thanks to the rapid growth of the number of mobile phone users and the number of mobile Internet users in recent years, the widespread popularization of cheap smartphones and tablet PCs, the speed of Internet access, wireless broadband, tariff reduction and the traditional e-commerce precipitation.

"Mobile e-commerce will be a huge market, there will be the next one hundred billion companies in the next 1-3 years, mobile shopping will become the main battlefield of e-commerce." Dangdang executives, Wang Jingfeng CEO Jing-Feng Wang and other mobile operators Those who agree that at present, each of the traditional e-commerce players have completed the layout of the mobile card bit, began to enter the second stage of full force, but nearly 70% of the market is dominated by the original PC-side player control, simple Mobile e-commerce has not yet appeared new big brother.

Popular categories of mobile e-commerce users reeling the mainstream

According to data provided by an E-commerce practitioner, there is a huge difference between consumer and consumer consumer products on the mobile and the PC side. Taking Taobao as an example, the top eight categories of mobile sales are in order of top-up, movie performance, luggage, snacks , Attractions tickets, ladies shoes, beauty, mother and child, corresponding to the top eight categories in the PC side for women's clothing, mobile phones, cosmetics, digital accessories, men's, luggage, shoes, snacks.

Mobile e-commerce users to complete the transaction before going to get off work or before going to bed, showing a small screen, anytime, anywhere to decentralized features. In particular, the phone is more intimate, users can secretly work time shopping. PC user shopping bias consumer, mobile terminal is partial consumption.

In addition, mobile e-commerce users collection behavior is much higher than the PC-side e-commerce. According to Wang Ke, CEO of pocket shopping, users are fragmented and scattered on their mobile devices. The average frequency of collecting a product is 49 times that of a PC.

Once in Dangdang, Jingdong and Le Bee and other e-commerce companies many years of Wu Sheng once said: "Mobile e-commerce is not the core of high handsome, but reeling, Dongguan workers, students, most of these groups is 90, They are internet aborigines and they are not burdened with no thoughtful costs. "

And this part of the population especially like cash on delivery, small batch, multi-frequency, do not need to worry about the payment and delivery issues. Especially for many people in cities 4 and 5, the first shopping experience is through the cash on delivery, which eliminates the tedious process of registration, payment and verification on the PC side.

Analysys International's data also indirectly proves that mobile e-commerce core population is the so-called reeling users. Whether through the beauty that Mushroom Street, pocket shopping and other mobile shopping guide or through Taobao, Lynx, Jingdong and other shopping APP, the monthly income of less than 1,000 people occupy 27-35% of the population, the monthly income of 3,000 people occupy 60% % Or more, the ratio of male to female sex is 4: 6.

Confidence did not grasp the pattern 2 to 3 years after the set

Everyone has confidence, all do not know, this is the true portrayal of many mobile business practitioners and entrepreneurs. Several mobile e-commerce professionals interviewed by Tencent Technologies said that the mobile terminal is the trend of the times. The migration of e-commerce to mobile terminals has shown an irreversible trend. Moreover, the market is large enough and rapidly developed. However, the industry chain is still immature, PC-side also takes 2-3 years.

In fact, it does not mean that the mobile applications of existing PC shopping websites can be successfully migrated, and its development has many difficulties.

First, mobile e-commerce is difficult to price war, because the PC and mobile terminals will have a "left and right hand each Bo" type conflict; Second, based on the e-commerce platform mechanism logic, mobile e-commerce also plunged into "less traffic - sales Low - less traffic "cycle; Third, the existing B2C mobile e-commerce sites are basically no unique application scenarios for mobile users, to provide functionality and interaction.

Based on this, at the moment, every mobile home appliance industry are still in the exploratory stage.

"From the flow of traffic into the user experience, marketing and other aspects of the promotion, PC-side and mobile power providers play a great difference.Mobile providers do the most important is to subtract, minus the inertia in the PC era big thinking, so as to be more Quickly adapt to the era of mobile Internet. "Beijing partner Wang Wenfeng CEO stressed that the industry to leave the pure selling mobile commerce opportunities to grow bigger and smaller, there is no upstream entrance, there is no downstream supply chain, to become a heavyweight platform is only one Expect luxury.

In his view, mobile providers need to get traffic from social, content, implants and more, and adding portals is a new way to get traffic. The potential of future mobile e-commerce is not mainly in kind, but convenient, real-time access to open a new market for consumer services. In particular, some of the virtual digital products such as virtual currency, video, music, books, etc. will be revived in the field of mobile e-commerce.

With the help of WeChat, a large platform, it will also create business opportunities for mobile e-commerce marketing and services, which will also spawn the next wave of business opportunities.

Analysys senior analyst Zhuo 赛 Jun believes that future entrepreneurs if you still take the current Taobao-style big road is unlikely, if you can do for some Taobao, Jingdong platform difficult to provide goods such as fresh, etc., Differentiation cut, it is possible to have greater room for development.

Right now, the major mobile operators have also explored some new games in order to adapt to the tidal wave of mobile e-commerce, such as the only product will be Mushroom Street to get traffic through WeChat; ZAKER launch shopping browser "Amoy" , Polymerization Taobao, Jingdong, rebate, the United States and other mainstream electricity supplier platform, than the whole network price to leveraging users.

It is worth mentioning that, as Tencent will scattered scattered in the micro-channel e-commerce elements gathered together, will form the balance of Ali's mobile e-commerce ecosystem.

In the future, it is still an unknown issue when the mobile commerce industry can really take shape. Perhaps when this simple Taobao Lynx-like discount and preferential model has undergone a qualitative change, and O2O and the customer experience truly converge , That is, when the new pattern of mobile commerce is presented.