Mobile Commerce Accelerates Business Revolution

　　 The rise of mobile commerce has led us to re-examine the future of traditional physical stores.

In the first half of the year, a comprehensive Japanese fashion report (Japan Fashion Report) issued by online subscription service provider WGSN showed that the trade reached by Japan through mobile Internet access (Mobile Commerce) had reached 258 billion yen (about 17 billion 900 million yuan) in 2006, when many consumers in Europe and the United States were not able to access the Internet. Today, Japanese e-commerce giant can get up to 1/4 of sales through mobile phones. Almost half of Tokyo single women spend more than five times a week using their mobile phones. The report also shows that buying fashion by mobile phone is a major business of mobile phone business, which is especially important for young female consumers.

Shopping with mobile phones Electronic Commerce It is different from using PC to shop online. Young women usually try on clothes in the store, but they do not buy them instantly, but spend a few minutes on the shopping trip to buy them through mobile phones, so that they can not only save the strength to buy their belongings, but also get the shopping points from the website.

With the upgrading of wireless broadband technology and the reduction of mobile Internet tariff, online shopping With the rapid growth of online payment crowd, online shopping has increasingly become the main application of Internet, and netizens gradually form good habits of e-commerce. Under such a premise, mobile Internet users will enter a new era. At the same time, mobile e-business will gain more support and favor for users' valuable Internet value-added applications.

The China Mobile Internet market monitoring data released by Eri consulting in the second quarter of 2010 showed that the overall scale of China Mobile Internet market reached 4 billion 20 million yuan in the second quarter, an increase of 7.7% over the same period last year. Among them, the mobile value-added market accounted for 66.5% of the scale, maintaining a leading edge in the main segments of the mobile Internet market. As the mobile Internet market grows, the mobile e-commerce also maintains a fast development trend. The further improvement of market activity promotes the expansion of the scale of mobile e-commerce transactions. In the second quarter, the scale of domestic mobile e-commerce transactions in real terms reached 430 million yuan, up 321.6% from the same period last year, and the growth rate was 41.9%. It is predicted that by next year, the scale of physical transactions of mobile e-business will still maintain a relatively fast growth momentum.

The aggressive mobile phone business will fundamentally change people's consumption habits, thus creating a huge impact on traditional business models. Anyone who wants to work hard in the traditional business field must be vigilant. Maybe the huge investment will become invisible because of the rapid coming of the "mobile phone business" era.

Subverting consumption habits

"Mobile commerce" combines the advantages of mobile Internet and e-commerce, and provides a more scientific and convenient service platform for modern life. With the increasing popularity of mobile Internet payment and the continuous improvement of distribution efficiency, the shopping mode provided by mobile commerce websites is becoming more and more convenient. In the purchase and payment of goods, the "mobile commerce" anytime, anywhere online banking payment, express delivery service delivery, to the consumer has brought great convenience. At the same time, for the consumption of Internet virtual goods, the platform of "mobile commerce" has brought more value-added services to consumers.

Compared with PC Internet shopping, the biggest advantage of mobile Internet shopping is that the machine goes along with people. It is very convenient to operate. It can compare price and kill anywhere and anytime, and this shopping mode is much lower carbon and environmental protection than PC Internet shopping and on-site shopping. For consumers, as long as they have convenient payment means, secure trust system and perfect after-sale service, they are certainly willing to accept this convenient move. Electronic shopping Way. With mobile phone business, people can finish shopping anywhere and anytime. Especially when shopping, there is "mobile phone business", not only do not need to bring cash, or even do not need to bring a bank card, in the shop fitting or after looking at the goods to buy, can not pay in the shop, turn around to find the comparison of similar products information through the mobile phone, once there is one, it can be paid by mobile phone, so that not only saves the cost (the online store goods are generally cheaper than the physical store), and, as the article begins, it avoids the hard work of big bags and small bags to bring home. Similarly, in the field travel business, to see the right products to use mobile phone online shopping, not only avoid the trouble of cash withdrawals, but also save the hardship of the journey. Maybe people arrive home, and the goods are here. This is a pleasant thing.

Of course, there are still some restrictive factors in "mobile commerce". For example, the general mobile phone platform page uses WAP technology, while WAP mobile phone has only simple text pictures, and its functions and applications are limited. But this bottleneck has also been broken. In the middle of September, Taobao, the largest e-commerce company in China, announced the launch of iPhone mobile version. Subsequently, the famous online shoe city Le Tao has quietly launched the iPhone mobile version. The biggest difference between the iPhone mobile version and the WAP mobile version of the past is that its application is richer in XML technology, and its function and experience are the same as those on PC. IPhone has made some optimizations for mobile browsers so that it can seamlessly link with the backstage database of the website, so its function is more powerful. The most important thing is that there is no threshold for users to transfer from PC shopping to mobile phone shopping. In addition to shopping, users can transfer Taobao's experience on PC to mobile phones, shop, chat, download, and do whatever they want. The radius of consumers' online shopping will no longer revolve around PC, but as mobile phones can expand to anywhere theoretically. {page_break}

In addition, the payment security of mobile e-business, the trust degree of users to mobile e-business, and obstacles still exist in wireless payment. 3G's high tariffs and other factors also affect the development of "mobile commerce" to a certain extent, but I believe these are not an inevitable crossing. At present, "mobile commerce" has not yet become a climate, and once it becomes a trend and fashion, a breakthrough in quantity will fundamentally change people's consumption habits.

Impact shop

It turned out that many people thought that although the online store was developing rapidly, it would have an impact on the entity store, but it could not replace the physical store. The two could be integrated with each other. Shopping in a physical store, experiencing self stroll, on-the-spot trial, touch texture and so on are not comparable to online shopping. Online shopping, consumers first saw only beautiful pictures, some even processed through art, and not enough demo. Once consumers received the goods, they found that they were not consistent with expectations, the psychological gap was relatively large, and the wear and tear in transportation process were easy to cause returns, and consumers' ears were empty. At this stage, clothing e-commerce is only displayed through simple photos. This experience is not enough.

But with the popularity of "mobile commerce" as a convenient mode of mobile electronic shopping, the impact and pressure of traditional brand clothing stores can be seen clearly. At present, with the online shopping, the so-called "copy number" has appeared. In the face of the high price of hundreds of thousands of yuan clothing shops and shoe shops, smart consumers have chosen to try clothes and shoes at the store, secretly record the models, and compare the Internet, and choose to buy cheaper products. There are many people shopping in the physical store only to try, experience, identify, instead of paying in the physical shop, the physical shop has become a fitting room.

According to authoritative estimates, by 2016, the number of smart phones worldwide will increase from 800 million to more than 2 billion. Smart phones are equipped with third party software with rich functions, enabling the online shopping program to be transplanted from PC to mobile phone. At present, Amazon and other major network retailers are stepping up the development of various e-commerce application terminal programs. These e-business applications make mobile shopping easier. "Mobile commerce" is accelerating modern business innovation, forming a strong commercial "third power", constantly eroding the profit margins of traditional business and greatly impacting traditional business structure.

The rise of mobile commerce has led us to re-examine the future of traditional physical stores. It can be predicted that traditional businesses will continue to be dismembered, forming many new professional business models of subdivision and personalized professional services. The competition of supermarkets is more and more fierce, and we need to seek innovation for breakthroughs. Relying on the expansion of network outlets and the large number of enterprises occupying the resources of stores will become more and more difficult. The professional positioning and segmentation of all kinds of shopping malls will be changed from store sales to virtual and real business models combining exhibition and personalized services, entity sales and e-commerce. All commercial outlets will change from selling to personalized service. Of course, "mobile commerce" will bring about disruptive changes in modern business, but it will also bring new opportunities and challenges.