"Direct Number" To Enter Baidu O2O Challenge

How to pform the traditional electricity supplier based on the PC side smoothly to the mobile electricity supplier is also a difficult problem that puzzles the major electric providers.

Even some experts predict that, like the rise and fall of the Amoy brands of the year, the electricity providers who will be able to keep up with the trend of mobile technology and rebuild their organizational form and supply chain system will win the future.

Refactoring shopping scenarios

In recent years, Ceng Bibo, the founder of the ocean terminal, who has just turned red, though young, but in an interview with reporters, he said he was already a very traditional old business.

"It was thought that it could be extended to the mobile terminal according to the original business framework, but it was later found that it was not at all the same. The shopping scenes on APP were completely different from the PC terminals. This difference even affected the upstream industry chain such as the trading process and the supply chain. This is a disruptive influence, and the original framework needs to be reconstructed."

According to Zeng Bi Po's understanding, mobile shopping is characterized by fragmentation of content information and social networking. At this time, surprises and impulse shopping have become the main characteristics, rather than the rational shopping in the era of PC. Therefore, the repeated price parity has become the main feature of PC era, and has also achieved the business mode of "exploding money".

He believes that "this set can not play in the mobile shopping scene, the diversity of interest driven products will replace the price driven mode of explosion, so there will be a lot of long tail products, which in turn will be a great test for the supply chain management and control capabilities of e-commerce enterprises."

It is precisely because of the emergence of a large number of long tail products that the small and beautiful enterprises that have been stressed but have never been able to meet individual needs in the PC era will usher in the spring in the era of mobile shopping.

Personalization brings about the overall decentralization of product styles and prices, which will make the price more difficult. In this scenario, the tail cargo may sell the real price.

The flexible production mode brought by the long tail demand, plus the tail cargo, can also sell the genuine price, which will impact the existing mode of tail cargo business, or will bring the mode to an end.

Simple becoming king

By the end of June,

The beauty of website pformation business platform has 10 thousand businesses, 10 million billion users and daily active consumers.

Beauty says vice president of operations, big bear, said that the golden age of mobile shopping era is "laziness and simplicity". The PC era emphasizes the richness of products. The products should be fully presented from various angles, which can lead to consumers' purchase decisions. But at the mobile end, the emphasis is on presenting the most moving consumer point in different shopping scenarios.

He believes that there are three main differences between the mobile terminal shopping and the PC side: first, the best choice is to reduce the number of goods and the supply chain, rather than the rules of unlimited expansion of goods in the PC era; two, it is concise, including store display as narrow as possible, and the screen can move up and down, so that the consumer can not use the same hand to solve the problem, and never let the consumer move the other hand. Three is the discovery of functions, including social discovery and personalized discovery.

Mei said that at present, efforts are being made to stabilize the relationship of friends on the platform, and now complete the social and shopping functions.

Like the big bear's point of view, the founder of WeChat's third party service business pouch, white crow, thinks that traffic thinking in the age of PC must not be a good mobile business provider. In the mobile shopping scene, users play games, brush communities, and buy things, and all users are in a wire free community. At this time, cell phones are already a new organ of people.

At present, 40% of the shopping demand is achieved by search. In the future, sales will be no more than 20% by finding the sales. The discovery shopping will account for 30%, including mogujie.com, beauty and so on, including the vertical community, while the mainstream of mobile shopping comes from the community-based shopping, which will exceed 50%.

Therefore, the white crow believes that the biggest problem of mobile providers is the change of sales behavior, which is not consistent with the change of consumer behavior. The mainstream business is still the thinking of "traffic + platform", which makes merchants who are sandwiched between platforms and consumers are very uncomfortable.

Because in this Sales thinking, consumers are not choosing goods, but the rules of the platform are helping consumers select products.

Especially on platforms like Juhuasuan, consumers only recognize rules and prices, and can't remember brands at all.

Platform rules naturally separate brands from consumers.

In the era of mobile shopping, the cognition of brand comes from sharing content in the community. Consumers believe in authority and become a trusting person. Brand dealers will win back consumers through new marketing methods.

Traditional electricity providers "out of favor"

Huang Gang, director of China supply chain alliance and logistics research expert, recently discovered that capital has not invested in traditional electricity providers since the beginning of this year. Besides the mobile concept, the current electricity providers who get financing will only invest in logistics enterprises, and cross border logistics and rural logistics are the top priority.

Huang Gang believes that the mobile Internet and big data have profoundly affected logistics, so that the logistics industry will replace inventory with information. In the past, the park mode of building warehousing and leasing will be eliminated and replaced with no inventory pfer mode.

The mobile Internet technology will connect China's 2 million trucks and 30 million drivers to form a dynamic logistics network across the country. Goods will not be stored in the warehouse, and will always be on the way to the consumers' homes.

And as a provider of technical support for the third party service providers, business school founder Pei Dapeng believes that the mobile shopping era must not form an information island, PC terminal is PC terminal, mobile terminals are mobile terminals, must be a game of chess, sharing a sales management system.

When an enterprise is a start-up company, trying to separate PC from mobile is acceptable, but it will bring a lot of trouble in the long run.

In particular, when goods are not enough to stock up, there is often a display of goods on the page. Many consumers are placing orders at the same time. The result is that they are successful, but they are actually out of stock, which greatly disrupt the consumption experience.

Pei Dapeng said that in addition to the unified PC terminal and mobile terminal operation system, the technology system of the service providers can also meet the marketing demand based on the mobile scene, especially for the service radius limited and regionalized service enterprises, which provides convenience for expanding the customers and serving customers.

Pei Dapeng showed reporters that "the boss asked you to eat retail" component, which is developed by businessmen, is a social marketing campaign designed for shell fruit retail. It stimulates the enthusiasm of the participants through game mode, and reduces the price sensitivity through the fission and pmission, while paying more attention to the sense of participation and social attributes.

At this time, the decision mode of mobile shopping has changed to attract attention, arouse interest and stimulate desire.

Using technology to achieve or even reduce the demand for mobile marketing creativity is the opportunity for the third party service providers.

At the 2014 Baidu World Conference, Baidu CEO Robin Li solemnly launched the "direct number" for Baidu to enter the mobile business.

The media generally compared the "direct number" with Tencent's WeChat public number and Taobao's mobile payment platform, suggesting that the three giants are facing more and more direct confrontation on the O2O battlefield.

So, what is "

"According to Wang Guanxiong, a well-known media reporter," the direct number is the official service account of Baidu's mobile platform. Based on Baidu's mobile search, @ account, map, personalized recommendation and other ways, customers can obtain business services through direct numbers anytime, anywhere.

At the same time, the direct number of merchants can be displayed in front of users, similar to the mobile APP of businesses.

Obviously, the purpose of "direct number" is to use Baidu's search and big data platform to send online passenger flow directly to merchants' hands, so as to realize the drainage under the line. This is precisely the important feature of the mobile commerce era surpassing the previous marketing advertising era.