The new game road of mobile electric business

Tencent Science and Technology Wang November 13 reported what kind of electrical products form suitable for mobile end? Tophatter, a U.S. auction site, says it found the answer. Although the site was online in January 2012, but not until six months ago launched the product of the iOS version of the application, the site's turnover has increased rapidly, turnover from 200,000 U.S. dollars a month to 3 million U.S. dollars per month. About 70% of the users now complete the transaction directly on the mobile side. Why does tophatter find growth potential on the mobile side? This is not unrelated to its product shape, which allows users to have entertainment, instant, and interactive experiences in the process of shopping. Into the Tophatter application, the user first saw a virtual auction room, inside the buyers and sellers are incarnated as a cartoon virtual image to participate in the on-site auction. The dozens of-dressed cartoon women in front of you, a seller and a man in charge of the auction, constitute the main players in the auction. Sometimes, there will be some men in the middle of the competition among many women. The top left of the application interface is the picture of the product, the auction price of the goods at the top right, the seller standing in the middle of the house to the buyers who are standing below to introduce the characteristics and transportation fee of the goods. The bidder who wants to bid will be able to enter the virtual room at auction price. In each auction of no more than 90 seconds, buyers can also express their views at any time to communicate. Once the auction of a commodity is successful, the next item will be on the stage. In the application, users can also browse the goods waiting to be auctioned, if interested, you can set a reminder, when the product is auctioned, the application will remind you to enter the room to complete the auction. Mobile End shopping features this seemingly game-like auction product is appealing to female users. Ashvin Kumar, the company's CEO, believes that mobile-side shopping products need to grasp the characteristics of "immediacy". Apart from the continuous search, selection and parity of the PC-side shopping, the user will be more inclined to make a quick decision and order on the mobile end. Tophatter this kind of auction-style product is exactly in line with this feature. Like the mobile end of friends and hotel booking applications, user habits have changed dramatically. Instead of choosing from a multitude of content, they filter information based on the geographic elements of the picture or mobile phone and quickly decide what to do next. The practice of creating auction experiences with virtual images and scenes accords with the entertainment characteristics of mobile devices. As Jeremy Liew, an American venture capitalist, Jeremy Liu, mobile phones have become entertainment devices that fill a lot of boring time for users. As mobile devices become increasingly important shopping channels, the process of shopping needs to be packaged into new forms of entertainment. Of course, it is debatable whether the tophatter is replicable. Because their auctions are more focused on women handbags, jewellery or cosmetics. The prices of these goods are not high, about 10 dollars. This certainly does not apply to some of the many categories and sizesBig Electric Dealer website. Because the type of auction goods is more unified, the user group also has a clearer understanding of the positioning of products, on the one hand, improve the efficiency of auction, on the other hand, also improve the user's active rate. As previously reported by the media, 80% of the goods on the shelves were sold successfully, well above ebay's 45% per cent sales. Compared with the tophatter experience of innovation, most of the electronic business site on the mobile side of the choice of a more conservative route. Including Amazon, ebay, or many of the domestic electricity business sites, their shopping applications on the mobile side is more like a smaller version of the PC products, flooded in the eyes of users is still a large number of merchandise pictures and buy a button. These traditional practices certainly do not represent the ultimate form of mobile shopping, they embody more of the power of editing than the power of technology. Especially considering the fragmentation characteristics of the user's time on the mobile end, how to show the different goods to the users at different time and place is becoming the problem that the electric business people begin to consider. Today, Tophatter's performance on the mobile side may give mobile operators the elements they need to refer to: Entertainment, interactivity, and immediacy.