Mobile Channels: How To Expand The Mobile Business Is Crucial To The Retail Industry

In recent years, with the development of mobile Internet, the importance of mobile channels is also unquestionable. Data show that as of the end of 2015, the number of China Mobile shopping users reached 364 million, an increase of 23.8% over the same period. It is estimated that by 2018, the size of China Mobile business users will be close to 500 million. There are two main reasons for the rapid growth of mobile e-commerce. First, with the rapid development of intelligent terminals and mobile Internet, the convenience of mobile shopping is becoming more and more prominent. Moreover, mobile shopping can bring more discounts and more exciting shopping experience. Second, at present, a series of mobile e-commerce platforms have emerged in China. Under the vigorous promotion of these platforms, consumers' acceptance of shopping through mobile terminals has also greatly increased, and users' mobile shopping habits have been formed.

2015 is the year when mobile APP has sprung up all over the world, with the exception of Taobao, Tmall, Jingdong, Dangdang, etc. Mobile e-commerce There are many successful people in the mode: one is the shopping shopping platform represented by mogujie.com, Chu Chu street and vip.com, which relies on the selection of products to optimize the shopping process of consumers, so as to achieve the purpose of drainage for merchants. One is the self operated electronic platform represented by honey bud, Xiao Hong Shu and darling, and all products are directly run by the origin.

With the increasingly fierce competition in the electricity supplier business, the layout of mobile channels has become the new rule of electric business enterprises to create a new vertical electricity supplier. For example, a fresh electric business platform with a red orange orange has been used as a living network. Since 2015, mobile channels have been laid out. Unlike the vertical platform, the mobile terminal's main battlefield is in APP. Originally, life network extended the strategic layout of mobile terminals to WeChat's huge flow reservoir. In April of this year, the life network was distributed through the micro bar store. WeChat distribution 。 In the case of zero promotion cost, the original life net was passed through the three level distribution commission system of the "everyone shop" group tool, and the on-line number of orders was up to 50000 single month.

For WeChat distribution, many people will not be surprised. We believe that in the mobile Internet era, the electricity supplier presents three important characteristics: content, scene and socialization. Social gene As a platform of "artificial flow", WeChat has become a battleground for traditional retail enterprises to enter mobile terminals. The growth of WeChat's third party platform has promoted the development of information technology, systematization and platform development. The WeChat three level distribution system, represented by Renren shop, can help enterprises realize the explosive growth of fans at a geometric level in a short time, and gather fans on the WeChat platform of enterprises to realize privatization of traffic. For example, if I become a distributor, I recommend shops to friends and friends, and I can get the corresponding commission after the transaction. Through this benefit sharing mechanism, we can stimulate the sharing and dissemination. To sum up, the application of Renren's social business model is based on trust, product edge and social interaction and commission incentives to drive sharing and sales.

In recent years, under the background of rapid economic development, the traditional retail industry has faced unprecedented challenges. To get rid of the difficulties and go back to a stable and healthy development track, we must have a full channel layout and expand the market with more abundant channels to get users. Compared to APP's high cost of promotion and the aggravation of the phenomenon of burning money, WeChat's third party distribution platform provides more possibilities and stronger universality for the transformation of traditional retail enterprises in the mobile business. According to statistics, taking the micro bar store as an example, there are more than 250 thousand merchants entering the platform, with a turnover of 3 billion over the platform. There are many famous traditional enterprises such as Moutai, Wahaha, AOKANG, La Sha and Yao Sheng Ji.

Overall, WeChat's three tier distribution mode allows traditional retail enterprises to quickly deploy mobile terminals at the lowest cost and better cope with complex and mobile business environments. For the famous traditional enterprises such as Moutai and Joyoung, they attach more importance to the pulling effect of this distribution mode on sales volume, which is complementary to the existing regional agents and offline stores. This is not the embodiment of the O2O concept. For some SMEs, they value the marketing promotion effect of this model on brand reputation, because this mode reduces the cost of channel investment and marketing, realizes the connection between people and goods with the help of mobile Internet, and deepens consumers' recognition of their brand reputation. Compared with the promotion of sales volume, it is a huge intangible asset.