Electricity Providers Traditional Online Channels Stop Rising Mobile Internet Into A New Growth Point

Dangdang, a eight year loss maker, made profits on the eve of its listing, but disclosed another loss in its third quarter earnings report released last week. Although the total revenue of Dangdang net was 900 million yuan, an increase of 50% over the same period last year, the total loss of 130 million yuan and the implementation of low price strategy were still 71 million 100 thousand yuan. In the B2C industry to get a lot of financing, the United States and the listing window is about to close, a large number of business enterprises launched a tragic fight to pull down the income level of the industry as a whole.

There are still bright spots in the loss. According to the results, Dangdang comes from every day. move Client side Order quantity It's over 7000. stay tradition When online channel profits continue to decline, mobile e-commerce seems to be a new hope.

Traditional online channels are facing stagnation.

From the situation of footwear business enterprises, we can observe the overall environment of China's electricity supplier.

After two months, B2C released the monthly volume of user visits to the footwear website at B2C in November. Although Le Tao, good Le buy, excellent purchase network still maintain the top three position unchanged, but their monthly traffic volume has declined to varying degrees.

Data show that Yue Tao monthly UV is 9 million 580 thousand, ranking first, good Le 7 million 780 thousand ranked second, excellent purchase network 1 million 130 thousand ranked third, West Street 890 thousand ranked fourth. Except for the West Street replacing the shoe store to the fourth place, the top three ranking did not change.

According to Analysys International, the whole online retail market was brought into a trough when the group buying in 2011 was cold. In addition to capital contraction, the advertising volume of e-commerce enterprises has begun to decline.

Unlike previous years of development, the group buying industry in 2010 has greatly increased the operation cost of the e-commerce industry. When capital enters the market, the cost of enterprise operation is rising rapidly. In the B2C market, especially in some niche markets, new manufacturers continue to join, making the market structure even more uncertain.

A person in charge of clothing marketing department, who does not want to be named, told reporters that the cost of search engine auction rankings has increased by at least 30% this year. The portals and vertical websites usually adjust prices according to quarterly or two months, and the quarterly increase is around 50%. In April 2009, in the middle and lower reaches of the 360 navigation website, the display price of each enterprise or website name was only tens of thousands of yuan a month, and now it is basically in the range of 600 thousand -120 yuan.

After the high cost of promotion has led to the shrinkage, B2C will attract more popularity to expand its brand and lower prices. Taking Le Tao as an example, after entering the market with Nike, Adidas and other brands, it has introduced hot familiar brands such as hot air, Columbia and rolls Fyes to attract more consumers to enter the website. Le Tao also had 300 full 600, 200 to 100 and so on the promotion efforts.

"Online shoe city is actually difficult to achieve profits by brand shoes. Only by raising popularity and competing for traffic, can we make the sale of other brand shoes, so as to enhance the website's right to speak in the supply chain." Chen Shou, an international analyst at Analysys, said. Therefore, traffic is still a competing stronghold.

With the stalemate in the vertical B2C field, the rapidly developing mobile e-commerce market has brought new hope to manufacturers. Although the mobile terminal business is far from being a substitute for traditional online channels, it will also become a new growth engine for some companies in 2011.

Mobile business investment favored

Due to the rise of LBS (location based services), this year, some electricity providers who have invested more energy in mobile Internet have begun to gain the favor of funds.

The public comment network, established in 2003, has been deeply ploughing in urban services, especially in the catering industry. After the iPhone opened the mobile Internet trend, the company has launched the client application of iOS, Android, Symbian and other platforms. According to internal sources, as of the third quarter of 2011, the public comment network exceeded 500 million monthly visits. Among them, mobile clients' monthly browsing accounts for more than 60% of monthly web site visits, and the number of independent users of mobile phones exceeds 13 million.

They also revealed that in the first half of this year, users visited 8 million 340 thousand electronic coupons in the public comment network in Beijing, with a downloading of 1 million 850 thousand, an increase of 27.4% over the first half of this year.

The public comment network is the first website that accounts for more than half of the total browsing volume of mobile phones. The successful expansion of mobile Internet has also attracted the attention of capital. In April 26th of this year, four VC jointly invested $one hundred million, including sincere capital, Sequoia Capital, Qiming venture capital and light speed ventures. In fact, in 2007, when the mobile Internet first appeared, the public comment network has been awarded the second round of investment by Google.

In addition, in the air tickets and hotel reservation, it quickly launched the mobile client's network. In June this year, it received $300 million from Baidu. The mobile phone client-side group with the highest download volume also received $50 million from Alibaba in July.

Mobile is more than "channel".

In September 2010, Le Tao released the iPhone client, becoming the first domestic B2C sales entity to launch APP.

By August 2011, the Symbian version of Le Tao mobile client was first launched, and APP application basically covered the mainstream apple, Android and NOKIA mobile platform systems. Up to now, the APP activation of Lok tau has been reduced by about 160 thousand per month, and the total amount of downloaded activation by Lok Tao client is 1 million 600 thousand, accounting for 6.5%, second only to all customers.

Chen Hu, vice president of Le Tao, said that in September, the proportion of orders from mobile phone client to WAP site was 20%-30%.

"Le Tao is developing mobile strategy in the second half of 2010. The development of APP and the establishment of WAP station are the first thing to do, but we do not think this is enough. Besides selling famous brands such as Nike and Adi on the mobile phone side, the passageway of mobile phone should have its uniqueness. At that time, we thought of the APP games that everyone was playing, and the first fruits were fruit ninjas, angry birds, hot games such as plants and zombies. Chen Hu recalls the idea of making a strategy last year: if the channel sells goods that are in line with this channel, the conversion rate will not be worse than the well-known brand.

So, in the first half of this year, Le Tao launched the brand named "Applife", which made the brand as a pool and loaded into the brand of fruit ninjas and angry birds. This idea is quickly favored by many game lovers. "On the first week of the line, the goods were cut off, which is unexpected and unexpected, and now there are about more than 1000 sales per week." Chen Hu told reporters. At present, the sales volume of united brand accounts for about 10% of the total sales of Yue Tao shoes.