Where is the mobile trade route: traffic is growing naturally but I don't know how to use it.

In June this year, traditional electric dealers in the mobile end came victory: app downloads, traffic explosion. But it also faces a challenge: do not know what to do with these flows? At present, the traditional electric dealers still hold the dominant power of the mobile power, the business is usually the PC end of the simple translation to the mobile end. Industry insiders believe that mobile operators copy the PC model may be difficult to succeed.

What's the status?

Mobile traffic grows naturally but doesn't know how to use it.

April 3 This year, Taobao Wireless division vice President Eagle shares a group of figures, last year in the mobile phone Taobao turnover of 10 million merchants have 99, the seller directly with his reflection, "My traffic more than 90% is from the mobile phone, but can not do anything." ”

"Yes, there is no thing to do." Eagle revealed that he was deliberately doing so, because he did not find the context of mobile power, can not let all the sellers rush up, the PC play on the phone.

But in fact this set of rules, because the mobile end of the flow pool is still in the natural growth stage. According to the data released June 24, jingdong app user activation volume broke 60 million, mobile-end orders accounted for about 10%, daily activation of more than 15% users are new registered users. The same is June, in Suning set off line under the same price 5 days, its app client download volume growth of more than 15 times times, mobile end department stores, daily Necessities, mother and child products and other non-electrical products under the single volume growth of 500%.

In the last year, the market pattern of domestic mobile electricity dealers is this: according to this March billion state power collation of a group of data, mobile phone taobao, Beijing-east, Tencent Electric Power quotient, Suning easy to buy have soared, the mobile market share ratio of 63%, 17%, 5%, 2.3%, 2.1%, in the boss position or mobile Taobao.

What strategy?

Traditional electric dealers have a sense of crisis.

Mobile end of the flow of the explosion, has let the domestic traditional electric power to have a sense of crisis, but more in touch Stone River stage: Each in a direction to break through, the pace is fast and slow.

Reporter learned that this year, wireless Taobao will accomplish three major tasks: first, the mobile phone Taobao revision, Micro Amoy is one of the important piece; the second is the Life Circle plan, the user around the line of the seller moved to Taobao, such as the community next to a commercial street; the third is the cousin plan, so that skilled Taobao users to help new users recommend products, such as helping their Parents, friends shopping.

The exerting force on the moving end of Jingdong is not obvious. Reporter learned that, relative to the PC side, Jingdong app in the merchandise picture, details, home function area, payment process, comments on the drying process and other aspects of the optimization. Strategic level, according to the June 26 Jingdong CMO Lan Ye revealed to the outside, the mobile business will focus on the main station app, digital content market and local life service group buying market.

Suning is more important to the mobile end of the line of business connections under the link. Li Bin, Executive vice president of Suning Tesco, said the connection method has three kinds: the user realizes the parity and the order by the client, uses each kind of display screen or the two-dimensional code to make up the physical store the space limit, for instance some entity shop does not display the commodity, the user may purchase by the two-dimensional code, uses the LBS (geographical location service) for the line

What's the difficulty?

Breaking the line of category bondage try physical commodity O2O

At present, the traditional electric dealers in the mobile end to sell physical goods (corresponding to service goods, such as entertainment, catering) mainly, but did not find its mobile end of the sales model, just a simple translation from the PC business. Huang, an Internet analyst, also believes that traditional electric dealers simply regard the mobile end as a selling channel on the PC side.

On the one hand, it is also difficult to sell physical goods on the mobile side. Huang that, "mobile end is suitable for selling low, standardized goods, but expensive, need high-definition picture display of goods, not suitable for mobile end sales." He gave the reporter a judgment: the physical goods can not become the subject of mobile operators is certain.

But from the wireless Taobao, Suning easy to buy practice, they do not agree with this view, but in the mobile end to try the physical goods O2O mode.

The realization method of wireless Taobao is to integrate the physical goods into the local life service, Taobao Wireless Division vice President Eagle has done a survey in the Fuji Kang Park, the park has 1.6 million people, there is a street nearby, inside the clothing consumption is very whole, they buy clothing has a fixed geographical circle. In the future, this street clothing shop may enter the mobile phone Taobao. This is going to be a big change. The physical commodity level, the mobile phone Taobao originally to online merchants, and then will be stationed in a large number of offline entity shops.

Suning easy to buy O2O model of the main battlefield or PC-side and chain stores, on the line that is suning easy to buy, under the line for Suning stores, line online under the combination point for mobile app. According to this kind of logic, the future mobile electric dealer will not be the main battlefield of Suning easy purchase.