US Mission three stunning mobile data

Whether the enemy is a friend or not, most of the outside world appreciates the achievements of the U.S. delegation on the mobile side. US group own published several mobile data are: the United States Mission has 90 million active mobile users; more than 70% of sales from the mobile terminal; 150 million users post-consumer evaluation which comes from the mobile terminal accounted for 80%; Three data is amazing.

90 million active mobile users, some of the definitions are unclear, you can go to a rough argument from another level: the US group estimated sales of 40 billion in 2014, the unit price of 120 yuan, the annual purchase of 333 million; accounted for by the mobile terminal More than about 70% count, the purchase of people in about 200 million; per person per year to buy 4-6 times, its active mobile users will be between 33 million to 50 million, the data and the 2013 Jingdong overall active users comparable to Most e-commerce sites are much better.

Seventy percent of sales come from mobile, and this figure is far ahead of mainstream O2O companies in China. Compared with the US group buyout founder Groupon, the latter force mobile terminal earlier, but by March 2014 its mobile terminal accounted for 54% of the United States regained the overthe data. Compared with the PC side, the user loyalty of the mobile terminal is higher, and 70% of the mobile transaction can make the United States effectively get rid of the external traffic control and grasp the development initiative.

The evaluation of 150 million users after the consumer came from the mobile terminal accounted for 80%, the data is somewhat higher people do not believe: buy the United States Mission has even quietly accumulated 150 million consumer reviews! According to the United States delegation's argument: this number is no lower than any of a O2O enterprises, and consumer reviews will produce more objective and convincing than ordinary comments. Of course, the commentary on the United States from the word count is very brief; Chen Liang's view is fragmented context, the mobile terminal users are more concerned about the business star, evaluation information itself in the mobile terminal's value is decreasing.

The United States Mission in the mobile data can be regarded as stunning. When Capello wrote a local live service report in May 2012, he visited major buyout sites. At that time, most of his peers in the United States were still verbally speaking to the mobile while paying little for the actual investment, while the U.S. delegation had already set up Thirty or forty mobile team, the mobile terminal of different layout and attention to the degree of decision-making now clearly different results.

Mobile terminal layout as early as homeopathic, Chen Liang that the layout is not the key to victory, know how to use the potential force is even more important. Fifty-six years ago, knowing that the mobile Internet was the dominant force, there were not many companies that made the move to the Internet at that time. For the group purchase orders that need pre-payment industry, until the beginning of 2011 the mobile terminal still can only do information inquiries, the completion of the transaction needs Alipay and other third-party payment tools in the mobile terminal popularity and product improvement.

Chen Liang joined the US delegation in early 2011, a long time job is to recruit people to recruit, repeated testing and optimization of mobile products. Overall, in 2011, the US delegation made even greater achievements in urban expansion and offline team building, including the introduction of Qian Li, former vice president of Ali, to lead the sales team. By the end of 2011, mobile sales accounted for only about 5% of the total sales in the United States.

The performance of the buy site on the mobile terminal is affected by comprehensive factors. It is very important that the product technical capabilities of the mobile terminal, the offline business capabilities, user mobile habits, and the maturity of mobile payment technology are all integrated. The first two are the United States can work hard, the latter two need to wait. An important reference for reference is that the 3G penetration rate of China's mobile phone reached 15.4% in April 2012. According to the development experience of the international mainstream operators, once 3G penetration reaches 15%, it means that 3G development is about to enter the accelerated growth phase . Also in April 2012 around the United States Mission's mobile sales accounted for 10%, the general trend of the United States after the rapid increase in the mobile terminal investment.

With the current success to infer the strategy at the time, it is inevitable that there is suspicion of explanation for explanation; however, choosing when to exert force is indeed very important. The United States Mission's rivals Volkswagen Comments In 2010-2011, the focus on the mobile Internet and ignore the expansion of the group buy business, and other buy site crazy staking in 2011, after the public comment on the 2012 regional geography It paid a higher price.

The U.S. delegation moved O2O with a path different from the public comment, expanding its urban area and building its offline capabilities rapidly and making rapid efforts after the real outbreak of the mobile Internet. In 2013, the mobile terminal of the US delegation grew rapidly. In January 2013, about one-third of the traffic and 25% of the turnover of the U.S. delegation came from the mobile terminal. In May 2013, the mobile terminal transaction volume of the U.S. delegation accounted for 35% . By November 2013, this share has reached 50%; its mobile terminal also forms a product matrix centered on the US group, cat's eye movie, the US Mission Hotel, US group take-out.

The future goal of the U.S. mission is to link people with business

While officiating at mobile, Chen Liang's official Title is vice president of technology at the U.S. corporation. Unlike ordinary Internet companies that have established independent mobile divisions, the U.S. delegation tends to think that mobility is complete, so there is no need to list mobile out. The mobile unit of the MLCC is more responsible for mobile technologies and products and serves as a basic unit for the supply of water, electricity and coal to the overall mobility of the company.

Get ahead of the sales, mobile accounted for the upper hand, the US group network has a greater ambition. Zhang Tao put the public comment positioning as the fourth pole connecting people and services, Wang Xing to the United States Mission as connecting people and business, the scope of comment broader than the public. Obviously, the United States Mission do not want to limit themselves to the field of life service group buy, the existing group buy business will be the basis for expanding other businesses. Of course, a breakthrough in the business of the U.S. corporation will inevitably conflict with the current BAT three giants.

A major backdrop for the benefit of the U.S. delegation is that the national economy as a whole has fallen, the residents have become more aware of their money-saving activities and the U.S. regiment that offers discount services is likely to benefit from it. At the same time, the United States delegation also faces the task of brand upgrading. Recently, a series of advertisements have started to dilute the concept of "group" and instead promote a concept of life.

Although the general trend is optimistic, the U.S. regiment has just emerged from the group buying industry. There is no impetus to contest the BAT giant. Meituan think it is the next Taobao, O2O future will become an electricity supplier platform. Compared to Alipay has a strong Alipay, Jingdong has a strong logistics and distribution capabilities, the United States stressed the group to provide users with a comprehensive experience and value.

The next move of the U.S. delegation will gradually move toward a high profile, but the whole will continue its pragmatic style. In the early stage of group purchase and development, the United States Mission was a free-rider in the industry and identified the opportunity to achieve a turn-by-turn. In the current era of mobile O2O, the United States Mission still has the mentality of waiting for the BAT to cultivate the market. The United States delegation understands that even if there are hundreds of millions of dollars in financing now, it still does not have too many opportunities for mistakes. Waiting for opportune moments is its best and most rational choice.