"De Centralization" In The Era Of Mobile E-Commerce

From this year's trend, the sales volume of mobile terminals of all major electricity suppliers has been developing rapidly, and the growth rate is far beyond the PC end.

In the whole year, mobile accounting is basically above 20%-30%.

One data is Tmall double 11 mobile terminal 7 hours turnover of tens of billions of mobile terminal pactions accounted for 48.4% of the total turnover.

Another data is that mobile e-commerce platform pocket shopping gets C round of financing, with an amount of US $350 million.

These two figures, in fact, reflect changes in user consumption habits brought about by the rapid popularization of smart phones.

In the future, the proportion of mobile terminals will further improve.

At the same time, these two cases also reflect that today's electricity supplier is gradually evolving into a coexistence of two poles. One is the centralization of electricity providers represented by Tmall, Jingdong and other traditional e-commerce platforms, and the other is the "de centralization" of the mobile electronic business portal, such as pocket pass, pocket shopping and patting a micro shop.

If in the past 5 years, online shopping has successfully subverted the traditional retail mode, will finger shopping change the current electricity supplier pattern in the next 5 years?

From the current situation, mobile providers are very likely to stir up existing industry patterns and business models.

Because in the traditional PC era, electricity providers are more focused on the performance of the centralized mode, that is, the platform converged consumers, organized online sellers to operate, and traffic distribution.

To a certain extent, this is a replication of the offline retail business mode. If the platform is understood as a business circle, the online seller is the same as the offline retailer. In order to get a good location and stream of people, the retailer under the line needs to pay a high rent. This part of the expenditure will be converted to purchase flow on line.

Online sellers and offline retailers are also facing the problem of "centralization", that is, they need to increase operating costs to do better.

But in mobile

Online sellers to platforms.

It is no longer as high as the traditional electricity supplier era.

Through social networking such as micro-blog, WeChat, mobile phone Q Q, they can directly connect with consumers, establish the relationship between "attention" and "be concerned", thus bringing about sales volume.

To be frank with you, the past consumers are platforms, and sellers need to buy traffic continuously. Now the consumers are sellers, and sellers need to cultivate the sense of intimacy and trust between them.

With trust, online sellers can use socialized tools to manage, maintain and touch consumers, increasing the rate of repeat purchase, instead of advertising and price wars.

However, in the short term, the whole platform of mobile e-commerce will still be the mainstream of Tmall and Jingdong, because pure "de centralization" is a long process to get fans.

In the long run,

The electricity supplier entrance and the PC era electricity giant will complement each other.

It can be seen that, like Jingdong, this platform has been trying to launch "patting" microstores such as "go to the center" products from the rap Internet, using the hand Q chain of friends, and launching the shopping mode of "friend buying" to achieve "socialized" consumption instead of directly distributing traffic, so as to establish the layout of "centralization" and "de centralization" coexistence.

For those new sellers, it is difficult for them to get development opportunities on large scale e-commerce platforms. With the change of people's shopping habits and behaviors, they can use the "de centralization" to go to traffic opportunities or to open up a new world.