Ali, Jingdong Reinvented Mobile Shopping Mountain Small And Medium-Sized Electricity Providers How To Break

This year's double 11, Ali mobile turnover of about 24 billion 330 million, accounting for 42.6%, approaching P C end shopping. Jingdong's double 11 orders from mobile terminals are 8 times the same period last year, and the proportion of mobile terminals in Suning 11 has reached 38.9%. At the same time, beautiful said, beaver, mogujie.com and other entrepreneurial e-commerce, its mobile end usage ratio has long exceeded the P C terminal.

These data announce the full arrival of the mobile consumption era, and all marketing and business will be changed due to the emergence of mobile Internet. What will the fast approaching of mobile Internet lead the e-commerce industry to?

　　 Trend 1 B2C seating is copied from PC terminal. Mobile terminal

"The responsibility of Ali wireless team is to destroy Taobao," he said. This is a major mission of killing and protection: in June this year, the proportion of China's mobile Internet surpassed PC's Internet penetration for the first time, and the number of mobile Internet users exceeded 80%.

In this mobile shopping campaign that can not be lost, the weakness of Alibaba is its lack of killer applications such as WeChat and Q Q. But Ali's fierceness lies in the fact that "our mobile users generate tangible spanactions." Cai Chongxin, vice chairman of Alibaba, said at the Q 2 earnings conference call.

According to AI consulting data, the Q 2 China Mobile shopping spanaction scale in 2014 amounted to 190 billion 760 million yuan, and mobile terminal spanactions accounted for over 30%. From the market share, Taobao wireless accounted for 86.1% of the total, ranking first in the mobile phone, Jingdong ranked second in mobile phone, accounting for 4 .4%, and mobile vip.com ranked third, accounting for 2%.

By this year's "double 11", China Mobile electric business has reached an unprecedented climax. At 7:36 on the day of double 11, Tmall mobile terminal turnover exceeded 10 billion. When it ended, Tmall's "double 11" trading volume exceeded 57 billion 100 million yuan, of which mobile spanactions amounted to 24 billion 300 million yuan, which was 4.54 times the volume of mobile spanactions last year, accounting for 42.6%. Alibaba group CEO Lu Zhaoxi told reporters in Nandu that the most important thing to launch the wireless campaign is Taobao, Tmall and Alipay wallet. Other products, technologies and resources mainly come from the needs of the ecosystem.

Jingdong mall is also trying to challenge Alibaba. The company said that the "double 11" day, the mobile phone Jingdong accounted for more than 40% of the volume, the order volume is 8 times the same period last year; under the patting of micro shop products, the order amount increased by more than 300% than the average daily growth in October, accounting for nearly 40% of the whole station. Song Yang, vice president of pat Network, told reporters in Nandu that the current practice is mainly guided by the PC terminal to help people who are accustomed to PC end consumption to move to the micro shop, such as designing two-dimensional code guidance, trading path guidance, and setting up a cheaper shop price than PC, and so on, through PC for micro shop drainage to achieve the spanfer of traffic.

With ALI, Jingdong wrestling, Suning cloud merchants chose to open up the PC terminal, mobile terminal and store terminal, the company's dual 11 mobile terminal orders accounted for 38.9%.

Trend 2 "flow management" to "user concern"

Well, PC terminal What is the difference between shopping and mobile terminals? One or two can be seen from a set of data.

Zhao Yingguang, the founder of the clothing business, Han Du Yi house, revealed the sales data of the flagship store in micro-blog in July 2014. The average number of visitors on the PC terminal was 630 thousand, the average daily browsing volume was 1 million 320 thousand, the guest price was 152 yuan, the turnover was 43.9%, while the average number of visitors on the wireless terminal was 282 thousand, the average daily traffic volume was 1 million 700 thousand, the guest price was 142 yuan, and the turnover rate was 38.7%.

This shows that although the average daily visitor volume of mobile terminals is still not as good as the PC terminal, its browsing volume is far more than that of the PC terminal. "Traditional e-commerce also talks about user experience, but more still does traffic management. In the era of mobile e-commerce, how to effectively get users' attention in small screen and fragmentation time, and facilitate spanactions and repeated purchases, is a matter of life and death. Once mobile shopping becomes the mainstream, the traditional electricity supplier's emphasis on traffic entry and channel blocking will be more and more difficult, which is why the traditional Internet companies are anxious to step up the layout of mobile terminals. The founder of the beaver, Meng Xing, analyzed the localization technology of the mobile terminal with personalized and precise analysis to Nandu journalists. The application of precision technology is also changing the shopping behavior of consumers. Take beaver as an example, consumers can accurately locate the distance between themselves and their manicure masters through mobile phone clients, so that they can provide service for nearby nail salons, thus greatly improving the efficiency of consumer behavior.

"It also reflects changes in user habits after the popularity of smart phones. Mobile has the characteristics of anytime, anywhere, not only effectively using people's fragmentation time, but also the characteristics of the connection of mobile phones, which also makes O2O and other new business models have great opportunities for development. From the future, the proportion of mobile terminals will be further improved. Song Yang, vice president of Pat net, further analyzed.

　　 Trend 3 " Shopping guide Grassroots counterattack

Of course, what does tomorrow look like? Just analyze yesterday, bet tomorrow, and do well today. In the fuzzy memory of the industry, there was a pioneer in mobile shopping in 2000. There are hundreds of related start-ups, but after the wave of the tide, most of them have been defeated, and a few people have been stuck in the bulky mode of mobile B2C.

So, the question is coming. The PC B 2C 2C is replicating to the mobile shopping market. Will the giant monopoly result in a lot of innovative mobile B2C companies?

We may as well take a look at a set of public data: this year's "double 11", the beauty said that the total turnover in 28 hours exceeded 570 million, and the mobile terminal orders accounted for 80 .4%; on the 11 day of, at 22:23 PM, the target of 100 million yuan was completed ahead of schedule. The mobile terminal accounted for 78.03%, the average passenger price broke through 250 yuan, and the beaver sold products in the 11 11 days on 10 days, and the 90% orders were filled up within 250 minutes.

This is a new mobile consumer power. Beauty, mogujie.com, beaver and other "shopping guide applications" are trying to sell sellers in their hands, forming a new trading platform for closed loop data, and the ratio of mobile end usage has exceeded PC.

"For mogujie.com, the brand of" buy shop "was released this year. These entrepreneurs themselves are network celebrities, but they do not have the operational capability of Ali on such a large comprehensive e-commerce platform. At this time, they will tend to shop on a more precise and subdivided platform. Mogujie.com CEO June told Nandu reporters that mogujie.com began to intervene in e-commerce spanactions from September last year, and the average monthly turnover has reached 3-4 billion.

Coincidentally, the beaver family has launched the home nail service since March 2014. It redefined the industry mode of nail industry in the mobile Internet era. At present, there are nearly 1000 people in the manicure industry, with a daily average of more than 2000 single customers, and the unit price is more than 150 yuan. The recent B round of financing valuation has reached 1 billion yuan.