Will mobile operators be able to come up with a new mode of electrical business that belongs to the mobile Internet?

Mobile Electric Business

With the rapid development of mobile terminals and mobile internet, will mobile operators be able to develop a new electric business model belonging to the mobile Internet? Or are PC dealers migrating to mobile Internet and developing in depth?

PC electric business with "flow + conversion rate" as the operating core, the electric business enterprise regards each visitor as a traffic, a click, a purchase to serve, and in the mobile Internet is a major change, mobile terminals can be seen as the human body's intelligent extension, each user involved in the transaction is a living "people" in the "people" As the core of the thinking, the service will become more in-depth, diversified, the interaction between the two become more frequent and diverse, including product demand, customization, development, there will be a large number of users involved. And because of the deep integration of mobile terminals with the human body, social networking is one of the longer-term themes of mobile internet, and each user may have a strong social relationship, which translates into "personal + mobile terminals + social systems". Therefore, if the PC electricity quotient is strong B weak C, then the mobile electricity business will level B and C both status and power, into an equal trading structure.

The user individual characteristic highlights, the status changes, the mobile Internet must produce a new, belongs to the mobile Internet electric quotient mode. The new mobile electric business model will consist of the following features:

A high degree of integration between mobile electric business and commercial thinking

Business thinking in recent years in China has entered the stage of transformation, that is, the so-called "internet thinking", "fan economy", "brand Tone", "Humanistic Spirit", "forced lattice" and other business thinking features rise, some practitioners call it the "renaissance" of Chinese business.

The Renaissance was an ideological and cultural movement that arose in Italy's cities in the middle of 14th century and later extended to Western European countries and prevailed in Europe in 16th century. At the end of the 13th century, some advanced intellectuals in the Italian commercial developed cities, through studying ancient Greek and Roman art and culture, publicized the humanistic spirit through literary creation.

China in recent years because of the highly technical and humanistic spirit of internet penetration of traditional industries, as well as the emergence of the personalized consumer groups represented by the group, so that the business thinking has appeared the trend of change, the user calls full of humanistic spirit of product development, not only in the new technology, but also include traditional industry products. And the mobile internet has sprung up in the past few years, as a combination of mobile internet and commerce, mobile power is bound to be the primary carrier of business thinking reform, and the construction of product humanism and brand adjustment will be beneficial to the establishment of "community relations" directly across the platform by the electric business enterprises, and the electronic commerce platform will be challenged greatly.

Second, mobile electricity business will be social for the medium and long term core

Because of the deep integration of mobile terminals with the human body, social networking is one of the longer-term themes of mobile internet, and social networking is not just between friends, but also the social and social networking of the human spirit. Socializing will bring some essential changes to the mobile-power business:

1, the endorsement of trust has been transferred

PC is mainly based on Taobao, Cat, Beijing-east platform, such as trust endorsement and management system, including product quality, experience quality, payment credit and other trust endorsement. And in the context of mobile internet and new business thinking, friends Social and humanistic spirit of social networking as the core of the "individual" power will enable the transfer of trust endorsement, that is, transfer to the enterprise and the individual itself, business will return to the essence of Word-of-mouth from friends, in fact, many times the PC's user shopping decisions appear to be in the mall, But in fact, before has been a friend or brand of Word-of-mouth recommendations, shopping malls are often just orders to pay the implementation of the channel.

2. Changes in the roles of both parties

PC Electric dealers have strict sellers and buyers of the points, sellers bear the procurement, customer service, Chief Experience Officer, service and other roles, the buyer is pure flow and buy goods, intermediary electric platform to provide trust endorsement, but the unified official procurement, always than the user personally experience, after all, professional buyers to convert themselves to the user is difficult; Platform evaluation system, the sincerity to write the number of people, never more than a friend's word of mouth; Unified customer service is never the same as the mobile end of the individual interactive services.

And in mobile electricity dealers will not have a strict sense of the sellers and buyers of the points, each individual may have a variety of roles: sellers, buyers, trust endorser, procurement, the Chief Experience officer, customer service, etc., customers will no longer be God, because God is no personality, not like, businesses can only advertise all over the sky to cover all corners of the skies; The customer is not "managed" in the merchant CRM, buyers and sellers will be completely leveled, there is no high or low, the two sides because of a certain brand tone, humanistic spirit or social identity and exchange, trading is only a subsidiary of a behavior, customers are friends, small partners, iron powder, only a full personality exchange, human understanding, friend Social, Can excavate the user subconscious demand, even trigger the new demand together. It also means that the "point-and-point" ecosystem of mobile operators, which spans the platform, will rise and the "Consumer-to-consumer" will rise again.

Third, the mobile end feature elements Rich

Moving end because of its characteristics such as the portable and small screen, so that the mobile electric chamber highlights a few unique elements:

1, the collection increase

Because of the characteristics of its portable and small screen, the moving end make the user in the fragmentation time shopping probability increases, and the mobile end screen limits, the user cannot carry on the multi-party comparison, therefore the user collection probability will increase greatly, according to some mobile electricity business company feedback, the mobile end shopping user collection is the PC side shopping 10 times times above, This will be a very large data resource.

2. Increase of shopping action

Because the mobile end screen is limited to compare and fragment time shopping features, allows users to shop on the mobile side of the speed of action is greatly accelerated, like users online store closed environment shopping, as the impulse consumption increased, and then shopping will become one of the characteristics of mobile electrical business (like Ctrip moved to put forward the "say go on" travel concept) , especially in a mobile social context.

3, Rich audio, video, instant pictures, lbs and other interactive elements

The mobile end can quickly get audio, video, real-time pictures, geographic information, etc., so that the mobile operators of the content of the interactive form of rich, such as the introduction of audio products, real-time images for customer service interaction, will greatly enhance the authenticity and personalization of the Electronic business interaction, which is not the characteristics of PC electrical business.

4. Make full use of the communication ability of mobile society

Mobile operators will make full use of mobile social forwarding, sharing mechanism, the essence is based on the endorsement of trust, the user of the brand and humanistic spirit of empathy, can quickly push quality products to target users, and with users to make lasting communication and interaction.

At present, there are several kinds of models for mobile electric operators:

1, to mobile phones Taobao, Beijing-east mobile end, such as the representative of the traditional PC to mobile operators

These are more traditional PC electronics to mobile operators, the main goal is to expand the mobile Internet traffic resources, platforms, businesses and the nature of the supply chain has not changed much.

2, to buy and sell the WAP mobile operator representative

Focus on the three or four-line city crowd, farmers and migrant workers, in response to this group of people who have the function of mobile phone without the computer in the case of the electricity merchants shopping, the use of WAP in the PC era has a certain difference and barriers. But with this kind of crowd popular smartphone, this kind of electric Chamber of Commerce by Ali and Jingdong and so on big impact.

3, Tencent Micro Mall, the third party micro-mall, Enterprise Micro-mall as the representative of the mobile electric business model

Take Tencent Micro Mall For example, Tencent Micro-mall is in the context of micro-letter explosion of the electric business expansion, the future, whether it is Xun continue to direct or recruit businesses, the essence of the hope that through the micro-trust platform access to mobile Internet traffic resources and social marketing resources, but the trust endorsement relationship and the role of the transaction has not changed is actually a form of social power, the current domestic Ali and foreign Facebook, Twitter and so on are developing.

4, to buy, micro-shop, such as the representative of the Consumer-to-consumer Mobile electric business model

These are the latest models of electrical commerce, which encourage Consumer-to-consumer transactions based on the endorsement of a friend's trust. In this mode, the individual will be transformed into sellers, buyers, credit endorser, purchaser, Chief Experience officer, customer service and many other roles, but the credit risk is also very large, need to do some control on the system.

These types of mobile electric business models will be in the short period of time. In the new business thinking, the endorsement of trust transfer, the change in the role of the transaction, mobile end features such as the promotion of Consumer-to-consumer mobile operators and "point-to-point" mobile electric business ecosystem will have a greater development, which is the embodiment of the new model of mobile power, the future mobile power will gradually weaken the platform's control, platform back to become a channel, The electric quotient environment will be better optimized.