The successful application experience of Japanese mobile e-commerce seems to make Yang Jian's optimistic expectation more emboldened. Yamanaka Hiroshi, director of enterprise marketing department of NTTDoCoMo, the world's leading mobile operator, said that once the application of mobile e-commerce in Japan started, it quickly entered a period of rapid development. In 2005, the income of enterprise mobile commerce exceeded consumer services such as ringtone download and mobile games. "Tens of thousands of businesses are scrambling to settle in and launch active mobile marketing applications in advance, making the mobile commercial street a deep charge of mobile commerce in China." Yang Jian said that from now on, at least one merchant or enterprise will settle in Mobile Business Street, the largest full-featured mobile e-commerce platform in China, and there will be more than 80,000 by the end of the year. The service of mobile commercial street will also be rapidly enriched and improved with the upsurge of merchants entering, and the application goal of "some people use it every day, and some people use it every day" will be realized.
The mobile commercial street will realize the dream of "mobile survival". With a mobile phone with Internet access and GPRS service, you can log on to the mobile shopping mall and try to get a brand-new mobile service. In the newly opened regional commercial street, you can also find charming blocks such as "I want to eat and drink", "I want to entertain", "I want to shop", "clothing", "digital boutique" and "travel", which are crowded with well-known local businesses. Mobile phones that can't access the Internet can visit the mobile commercial street interactively through short messages, and can also get the information and services of merchants anytime and anywhere.
In real life, the store of "Jade Bird Fitness" Beijing Fuxingmen Parkson Shopping Center is located in the bustling business district, with an inch of land. In the mobile shopping street, Qingdao Fitness also has a mobile store to promote several popular fitness services such as "curve training", "yoga", "belly dance" and "bicycle aerobics" to mobile phone users, and customers can make an appointment at any time. Some visiting customers also left messages on "I want to comment", and one of them may be infected by the service in the store, lamenting "I realize that I should exercise …".
For Jade Bird Fitness, customers in mobile stores in the past are not as fleeting as in reality. Users who use mobile phones to shop have quite clear consumption needs or tendencies. Every customer who visits the mobile store, his/her mobile phone number and behavior traces (including the content of browsing services, the content of messages, etc.). ) will be recorded in the huge database in the background of the mobile commercial street and managed by the merchants themselves. Using these data, businesses can carry out mobile marketing activities more accurately. A sales manager of Jade Bird Fitness said that every holiday day or when promotional and preferential activities are carried out, mobile marketing will be carried out for these customers, and the effect is quite remarkable.
It is a new attempt of South Beauty Beijing Henderson Store to use the interactive communication function of mobile shopping street platform to enhance customer loyalty and stickiness. The mobile shop it set up on the mobile shopping street not only introduced the overall characteristics of South Beauty Restaurant, but also introduced suitable special dishes according to the characteristics of mobile phone users. For example, the name "Dancing the Bright Moon in Jinsong", the first song, has already excited fashionistas and working girl-indeed, some customers left comments with "nice name". It is also accompanied by exquisite pictures and appropriate text descriptions-"the first-class beef smoked with characteristic pine is fragrant but not greasy, tender and smooth, and has pine fragrance", and customers can't help but want to taste it.
Manager Zhao, the sales manager of South Beauty, said that since the launch of this dish in Mobile Commercial Street, many old customers have asked the first thing when ordering, do they have "Golden Melody and Bright Moon" on their mobile phones? There are more new customers coming here. He said that the shops on the mobile shopping street not only help us attract customers, but also leave customers' comments and click-through rates, which provides a basis for us to adjust dishes and tastes.
"Merchants in different industries will focus on the application of mobile commercial streets, some focus on brand promotion, some focus on product and service promotion, and some focus on precision marketing and membership management," Yang Jian said. "This also shows the extensive use and value of the mobile commercial street."
Yang Jian revealed that in the next six months, Mobile Commercial Street will launch a wide range of "mobile shopping" services in 15 provinces and cities, focusing on hot services such as entertainment, catering, bars, tourism, recruitment, training and books and CDs.
"The mobile commercial street is original in mode, but similar services have had successful experiences in Japan and South Korea." Cao Kaibin, chief analyst of Jishi Information, said that NTTDoCoMo took the lead in developing 3G business in Japan, and its mobile business applications quickly surpassed consumer personal applications such as downloading turtle bells and mobile games. At present, more than 75% well-known enterprises in Japan conduct mobile marketing through NTTDoCoMo's successful i-mode. A housewife needs to inquire information, and she has accessed the mobile network through her mobile phone, instead of telephone inquiry or Internet inquiry.
In South Korea, SKT, the operator, refines users by age group, and based on a comprehensive study of the needs of users of all ages, it has launched a variety of brand services, among which 3G experience applications for teenagers are also popular all over the country. "We have built a strong platform, and we still need to attract super popularity, so the mobile commercial street will be a bustling business district." Yang Jian said that after the comprehensive opening of the street, the focus of the mobile business street will shift to the development of the dual popularity of merchants and consumers, and realize the ideal state of "being used every day, being used every day".
"People use it every day" refers to the universality of mobile mall services, which is highly related to personal daily life and can meet various needs in personal daily life, such as weather, traffic information, news information and so on. This is based on the consumer's point of view. For example, a consumer has 10 things a day, of which 8 things are solved by the mobile mall, and they use the services on the mobile mall every day. "People use it every day" refers to the service density that mobile stores get, such as reservation service. A person will not go every day, but many people will get service every day. It is based on the perspective of enterprises and businesses. For example, a travel agency has launched a special route, and people come to book it every day. The service is very popular.
In terms of business popularity development, UFIDA Mobile has developed more high-quality businesses through the newly established Partner Development Department. Director Du Yu, who is in charge of this business, said that the key objectives of the recent partnership plan of Mobile Commercial Street are: First, content partners, such as Ctrip. Com, Tourism Industry Association, China Film Association, etc. , which allows the mobile commercial street to quickly obtain a large number of merchants and commodities in the background. Service content information and preferential and discount information; Second, entity partners, such as Parkson, Zhong You and Sanhuan Furniture City. , can make the mobile commercial street directly get a certain range of discounts on goods and services, and rely on its physical operation to benefit consumers; Third, project partners, such as Yanjing Beer and China Youth Travel Service. , using their brand promotion and promotional offers, let their unique consumer groups quickly recognize the mobile commercial street.
At the same time, mobile shopping street is based on regional shopping street, which is closer to merchants and consumers. "At present, urban commercial streets build service blocks according to hot applications, which will be closer to the urban business ecology and closer to the daily experience of consumers in the future." Yang Jian said, "For example, Beijing Commercial Street will have original ecological commercial streets such as Wangfujing Pedestrian Street, Xidan Commercial Street and Women's Street, and Shanghai Commercial Street will also have Nanjing Road Pedestrian Street. These businesses on the mobile shopping street can also correspond to the stores in the real world. In the end, the Beijing Commercial Street on the mobile platform will form a virtual Beijing business face. "
How will these huge virtual commercial streets be built? Yang Jian said that the establishment methods are flexible and diverse, which can be established with the assistance of UFIDA Mobile or by merchants spontaneously entering the platform. The feasibility of this construction model has been confirmed in Wuxi and other pilot cities.
In terms of consumer popularity, the driving and cumulative effects of large-scale commercial existence will quickly appear. It is conservatively estimated that only one active application service will drive 2000 customers to participate, and by the end of the year, 80,000 services will bring great popularity to 65.438+600 million users. Therefore, the mobile commercial street is aimed at the popularity of consumers, mainly to organize large-scale marketing activities in conjunction with merchants to attract consumers to gather and accumulate. Mobile shopping street has the triple value of occupancy, application and investment. Among them, the value of "occupying a place" is determined by the general trend of 3G business and the "landmark" position of mobile commercial street in the tide of 3G mobile business in China. Occupy a place in the mobile business street, that is, it can occupy limited public service resources, occupy the advantages of mobile commerce, and effectively protect brands, businesses and business opportunities. The value of "investment" comes from the scarcity of mobile network resources and the high threshold of operation access, from the complexity of mobile business technology development and integration, from the convergence, docking and derivative development of mobile business resources and needs on "mobile business street", and the resulting 3G mobile business ecosystem (mobile business circle). Enterprises and businesses can build their own applications and make protective investments; We can also focus on cooperation with other institutions, including transfer and value-added investment in wealth appreciation.
With the comprehensive spread and in-depth application, the triple value growth curve of mobile shopping street will change constantly. At the initial stage of application, the application income is relatively low, but the opportunity cost is also relatively low, which will stimulate many enterprises and investors with strategic vision to compete for entry, occupation and investment, and seize opportunities and resource value. After the influx of a large number of merchants, the application will enter a stage of rapid development, the service content will be increasingly enriched and deepened, and the huge consumer popularity will be gathered, and the application income will gradually occupy a dominant position, so that the "application" will show the fundamental value of the mobile commercial street.