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Mei Bang CIO Min Jie: Behind The Mobile Internet Needs To See More Than Just Shopping.

2014/3/17 11:04:00 9

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we are talking about the seamless experience of retailing today.

In the traditional channel, the experience happened before entering the shop, so there was a single channel before talking about the channel.

This is also reflected in our budget. We used to decompose the budget in the past.

For example, how much income do I have to make this year, and from the financial budget into two specific budget, one is the merchandise budget, the whole sales rate is budgeted; the second is the channel budget, according to the growth of our company, how many markets haven't opened yet.

< a > href= > http://sjfzxm.com/news/index_s.asp > > American bond /a > CIO. Minjie mobile Internet and O2O bring seamless experience /p >

to a certain extent, the location below the line is traffic, location is business.

however, today's consumers are changing. For traditional retailing, the attention of consumers is shifting, and the channel of consumption has also changed from single channel to multi-channel to the whole channel or pan retail channel.

Mobile Internet needs to see more than shopping /p >

Read an article before , shopping is not a thing anymore because there is a mobile phone today.

Shopping is a scene in the past, but today we can shop in many scenes.

today, we finish the shopping process in the scene.

We take a consumer scenario to see common scenes. For example, I take the subway today, sweep the two-dimensional code of coke for a dollar, go to work chatting, say you buy a pair of shoes, send links, I'll take a look.

Magazine subscription.

You can see every scene in this area. After having a cell phone today, you can really add a lot of shopping links.

in this case, < a href= "http://sjfzxm.com/news/index_s.asp" > O2O < /a > need to first identify and get through.

For example, we used to see consumers are concerned about your brand after entering the store, and communicate with the shopping guide to form the demand for purchase.

To see today, he may actually cross, may see others share, or through the community, form the final purchase decision.

From the line and line down, if you can get through some links in the back end, you may buy more paths than before, but you don't know.

because consumers perceive your brand and merchandise through every channel.

How can we discuss the last link today? That is to say, to purchase or purchase a shopping cart is a way to integrate online and offline resources.

So I think this is also my view that O2O's value to traditional enterprises may be greater than the value of pure Internet brands.

Of course, advantages will often become your burden. When you can't let go, you always feel like you will succeed. It's not your own advantage that often subverts you.

another point is the value of marketing in the past.

More about the value of income and the amount of income I make in a year. What we are looking at now is the value of interaction.

Through this interactive behavior, you can know which ones you want to increase, which will be bought last month, and then there will be an early warning of loss.

This is more concerned about our process, from the results to the concerns of the process.

from the essence of O2O, one is the closed loop of consumer experience, which is relatively easy, because giants are pushing this matter, so long as it can get through this is not too difficult, the difficulty is that the consumer experience is closed loop.

But are you ready to provide experience for consumers? Does information form a closed loop within you?

Your core is commodity. Can your interest distribution mechanism push this kind of liquidity? So I think this is probably what we see behind O2O.

Mobile Internet provides a link opportunity /p >

there is another point. We feel that in the future, both a href= "http://sjfzxm.com/news/index_s.asp" > WiFi /a and 4G will provide a possibility.

today, consumers hope to pick up their phones at any time.

Consumers in some big stores, whose demand for WiFi is relatively large, and basically like to shop down, that is, we hope to set up some areas to make him seem to be experiencing, in fact, they want to multi screen, which makes him think that besides buying clothes, it can actually be an experience or social place.

For example, we are now on the five floor, where people meet regularly, not necessarily buying things. Actually, I feel that this will continue to infect the consumer brand through this socialization.

In fact, the brand must not be a category, but an emotional feeling.

there is also a quick retrieval of goods for payment.

I hope we can finally build our own online and offline space.

This is also our 09 years to start independent platform, with this platform, let us be able to hand WeChat right hand to Alipay, is also a more valuable point.

before APP, especially a href= "http://sjfzxm.com/news/index_s.asp" > WeChat < /a >, many people were saying whether APP was dead.

In fact, we also had this worry. Based on this worry, we made a WAP station ourselves, because WAP's visit is very easy, but APP downloading has certain threshold for users.

In fact, from our pformation point of view, we found that the conversion rate of APP is higher than that of WAP, although the flow rate is WAP.

But in fact, the real purchase of the pformation is on the APP, that is, my APP in the end can form a number of core things to allow consumers to use, not just shopping.

P, so APP, I think the mobile Internet is just the front end of shopping, it may die quickly, but if it becomes the entrance of the service, is it possible that there will be such an opportunity? Because in my own experience, in fact, first of all, Tmall, I didn't install it, and it didn't work for a long time. I hint that I could unload it.

But I didn't unload the wireless Taobao because I could check the order and logistics.

Maybe this function. I will install wireless Taobao, and I will use micro Amoy.

this is probably the point we will think about when we think about mobile terminals.

the consumer experience of building O2O needs backend to open up inventory /p >

in the past, traditional retailing talked more about people, goods and markets.

People look at the inside is shopping guide, goods, stores, how to display my area, how should be put.

Today, people may really want to become consumers.

goods are actually commodities.

Because traditional retailing inevitably faces the problem of missing and broken codes.

The inventory of each store is based on our actual retail sales. There may be ten stocks on the system, but there may be five items in the store, maybe several in the hands of consumers.

Unless like UNIQLO, the goods you see are in the store, and there will not be too many stores behind.

Under such circumstances, how can we gradually catch up with demand and get through all channels of goods?

may be under the pressure of the clothing industry in the past. I think this spring dress is very conservative, whether clothes or shoes, shoes may be more obvious, I feel that the volume of goods is less.

But in fact, in some cases, the loss caused by shortage is greater than that caused by inventory. Of course, there must be a balance between them and reasonable inventory is the best.

for us, how to form such a consumer demand and the whole backstage commodity to get through.

This is also very powerful. Surface access is easy to do. It is very difficult to get through the background.

We began to do it in 2011, and found it absolutely a very big project.

We also hope that we can achieve the integration of this kind of goods in the shortest possible time.