E-commerce topic- What is the development trend of mobile e-commerce? How to operate it?

What is mobile e-commerce operation and how to do it?

Mobile e-commerce operations include: publicity and promotion, marketing management, improvement and change, mid-to-late maintenance, enterprise-based operations, etc. The most important of which is maintenance and marketing promotion, and the key contents involved include:

(1) Content planning and publication (content topic selection, design concept that conforms to content specifications and optimization ideas, and content regular publishing);

(2) Specific implementation of promotion methods and follow-up of actual results;

(3) Traffic statistical analysis and analysis and improved operation plans based on various data analysis .

Simply put, starting from the product launch, the operation work also begins. The core of operation is to make products sell better and live longer. If you want to make your product big, you can use a variety of promotion methods and channels to increase the sales, market, number of users and other data of the product. To make the product live longer, you can use data analysis and user feedback to formulate product optimization plans to improve the functions of the product and thus make the product live longer.

The operation work mainly includes the following aspects:

(1) Channel Management

This is crucial to the mobile Internet. Since the mobile Internet channels are limited, we should focus on three aspects: application market, community forum or other download pages, and built-in mobile terminals. Therefore, channel management can be divided into two specific tasks: channel expansion, thereby gaining more business partners. Channel monitoring, timely understanding the user quality and user data of promotion channels, so as to improve better channel strategies.

(2) Market monitoring

Always pay attention to the development trends of the product industry, analyze data of competitor products, such as product sales, number of active users, etc., and make the following optimization strategies based on relevant information.

(3) Event Marketing

Plan online or offline promotional activity plans for the corresponding products according to different time points. The most typical example is to combine the activities of each e-commerce platform to plan corresponding activities, so as to achieve the purpose of increasing sales, display, active users and other related data.

(4) Product Analysis

Cooperate with PM to carry out product research, provide user satisfaction, conduct major analysis of customer behavior, and provide effective product improvement plans. It should be noted in detail that the main basis of any product operation is data information. Only by correctly tracking the data information and carrying out targeted analysis can other operation work be carried out. The key to operation: high efficiency. The so-called high efficiency of operation refers to being able to efficiently carry out product updates, solve emergencies, and meet changes in user needs.

Operation content: planning and promotion, BD, media, event promotion, data statistical analysis and market monitoring . According to the continuous planning plan, clarify the progress and update of products, and then create good communication with the channel parties based on BD and promote products to customers based on various media. The goal of event promotion is naturally to increase the number of active users, and data statistics analysis and market monitoring are to lay a solid foundation for the next planning plan. It is worth mentioning that the monitoring of competitor products in market monitoring is aimed at.

(5) Data analysis

Data statistics analysis is the most important link in operation, but the point to be established is that data information is not omnipotent, and you must not blindly believe in data information. Don’t rush to analyze the data when you get the data information, but ensure the accuracy of the data first. The more complex the product data, the less accurate it is. Data statistics analysis should prevent general discussion, and should look for one or more core data indicators and focus on this indicator to make product planning. It is difficult for any product to improve all data at the same time, so you must learn to focus on the key points.

Four common sense about mobile e-commerce operations:

(1) Cost and output

It is not that the data is improved to indicate that the product upgrade is successful, but it is important to compare costs. After each product is released, compare costs and outputs to measure the actual effect of optimization and use it as a reference for the next upgrade.

(2) Focus and segmentation

Continuously growing products will face the expansion of consumer groups, while users' demands will be more diverse. Usually, products are segmented in order to better take care of the needs of different users. The result is likely to be insufficient operational power and rising costs. Therefore, without sufficient operating power, the importance of focusing on goods is higher than product segmentation .

(3) High efficiency and order of magnitude

腾讯的利润和QQ在线数量成正比例关系。在平均用户消费这样的重要指标上，腾讯十年沒有进步。表明随着着数量级持续飙升，商品的运营并沒有对应提高。这时产品运营的高效率己经无法跟上快速发展的节奏。高效率是衡量产品经理的真正价值的有效手段。

(4) Prelude and climax

E-commerce operations should not be too arrogant and low-key. We hope that a single hit hits the real demand of users. An excellent product operation faces continuous failure and attempts, and finally ushers in a climax.

On the basis of creating operational data, consider the operational strategy; although there is data, data cannot speak. Only when you set business goals and indicators to be improved can the data become valuable, otherwise the data will still be data. Set reasonable goals, such as improving activity, richness or user interaction... Only by reasonably analyzing users' consumption needs can you know how to use data to create the next plan (this operational plan goal cannot be too large, the time is too long, usually set weekly, such as setting it quarterly or annually, it is not an operational plan but a market plan or strategy), similar to how to adjust the layout and how to recommend the content of each day.

During operation, it is not possible to assume that the product can be changed, that is, it cannot promote operation by changing the product. Considerations of customer socialization elements and timelines should be improved. This depends on how the operation specialist defines the customer's consumption model. First, it cannot affect the customer's consumption logic, such as mandatory subscriptions, etc.; second, it is clear whether the potential demand in consumer behavior is related to the timeline.

The time element is not just a simple timeline, but also seasonal interaction, because the fragmented content of mobile phones is a relatively weak seasonal factor. Therefore, unlike e-commerce scenarios, the seasonal factors in these contents will emerge. This requires the operation specialist to manage the satisfaction of different customers after completing this layer of operation. This involves the number of content created, the number of subscriptions, the number of attention, the frequency of return visits, the number of subscriptions created , etc. This layer of operation is the core of the mobile Internet.

The development trend of mobile e-commerce

Many people have made online shopping on their mobile phones or tablets. They just need to click on the screen and tap on the keyboard to buy their own products. What is the development trend of mobile e-commerce? Judging from the current situation, there are three main factors that promote their development in mobile e-commerce.

1. Use "mobile image recognition technology" to take photos and purchase

Imagine: On the street, when you see someone who thinks they are dressed in a fashionable pair of very beautiful shoes, you take it down and your phone will push a URL to you, and you can buy the same shoes. This technology has not been fully implemented yet, but Mobile Image Recognition (MIR) has been advanced at full speed . This is one of the future development trends of app website customization.

2. Enterprise applications will become a hot spot for mobile e-commerce

Those who work in the Internet industry have a deep impression that it is a business that can get rich quickly when facing the services and use of B customers (enterprise customers), but usually the growth potential will not be very large and will not be in geometric ranges. However, the services and use of C customers (individual users) are just the opposite. Although you cannot make money quickly, you only need to work on the right side of the business and add some luck to it, it is very likely to make a big deal, or even a great deal.

By the same token, the rapid development of mobile e-commerce must be based on the improvement of enterprise applications. Enterprise applications have strong reliability and high consumption power, and ordinary users cannot compare this characteristic. In the business scope of mobile e-commerce, there are many business types that can greatly help corporate users in terms of profit and improvement of work efficiency. The rapid development of enterprise applications will become one of the most critical forces in promoting mobile e-commerce.

3. Security issues will be huge opportunities in mobile e-commerce

Because mobile e-commerce depends on wireless communication networks with poor security, security is an element that must be considered in mobile e-commerce. Compared with e-commerce based on PC terminal devices, mobile e-commerce terminal devices have insufficient computing power and storage space. How to ensure the security of electronic transaction methods has become the most concerned issue.

In such a general environment, the formulation of regulations on security and the promulgation of corresponding laws will also become a trend. At the same time, relevant suppliers and service providers are also popular.

What are the problems faced by mobile e-commerce?

The main problems faced by mobile e-commerce are as follows:

1. Privacy protection issues

The personalization of Taobao on mobile and the use of wireless communications when confirming the specific location of mobile device users will pose a great threat to user's privacy. Especially when the registration information is confirmed and logged into Taobao on mobile phones, the user's personal information may be violated at any time.

2. Communication security issues

Wireless communication is actually an extremely open situation, and it is difficult for people to avoid being eavesdropped or stolen from personal data. If using Alibaba Want Want, it is still difficult to completely ensure the security of transactions. Therefore, this problem will still affect the development direction and popularization of Taobao on mobile phones to a certain extent.

3. Reliability issues

Mobile Taobao depends highly on wireless communication technology. Whether it is in large cities with high-rise buildings or mountains and forests, there will always be communication blind spots, which leads to mobile Taobao lacking complete stability when transactions are completed, and even the risk of data loss.

4. Problems about user consumption psychology

All new things must be accepted by consumers. Although the new increase in Taobao mobile phones is showing an upward trend every year, it will take a long process to accept Taobao mobile phones when the overall consumption environment in my country is unsafe at this stage.

5. Causing a crime problem

Because the mobile version of Taobao has a huge market share and at the same time it has the characteristics of mobile, it may be used by criminals for illegal activities and increase the difficulty of solving the case. If you use the mobile version of Taobao to conduct fraud or carry out illegal transactions, this kind of concealment is very concealed and not easy to identify.

6. Hardware limitations

Although the usage rate of smartphones is getting higher and higher, it is very likely that traditional non-smart phones are used for relatively poor and elderly people, and these phones obviously cannot support the functions of Taobao on mobile phones. At the same time, due to the limitation of data traffic, the ideal of online shopping on Taobao mobile phones is greatly reduced.

7. Lack of market environment

At this stage, the domestic market is still subject to factors such as backward infrastructure, high communication costs, slow virtual currency application process, and lack of commercial operation models that apply to my country's national conditions. The development of wireless Taobao has also suffered some impact.

8. Resource shortage and high costs

Due to the limitations of mobile phone spectrum and output power, Taobao mobile phones have smaller broadband access and high cost. Because of this limitation, Taobao mobile phones must invest high funds to support backend operation, such as the investment in the equipment and supporting equipment of network operators, the creation of systems, etc., which increases the cost of operating Taobao mobile phones.

9. Counterfeit goods

The proliferation of counterfeit and shoddy products is the most obvious problem facing Taobao's development trend. Because of the virtual nature of online shopping, customers are obviously at a disadvantage. Some bad merchants use the information asymmetry between the two parties to sell counterfeit and shoddy products in the market. As a larger shopping platform in my country, Taobao is also recognized as a larger e-commerce platform for trading counterfeit and shoddy goods in my country, so it has been named "counterfeit and shoddy product concentration camp" by customers. Once Taobao cannot properly handle counterfeit and shoddy products, the final impact will be on the development trend of online shopping and even the entire e-commerce in my country.