1. Schematic diagram of interactive marketing of B2C e-commerce websites in 3G era
In this logic diagram, the current main experience methods are very backward, especially in B2C and hotel industries such as clothing, which cannot be effectively experienced. We can only make some judgments and assessments based on life experience and cost risk. The main ways to communicate with consulting services and place orders are online ordering and call center telephone ordering.
In the 3G era, the online experience and ordering function of mobile phones will suddenly emerge. At present, the proportion of orders generated is basically 80% for call centers and 20% for online orders, which is the average proportion. In the 3G era, with the improvement of bandwidth, speed and interactive function, according to statistics, the interactive experience between mobile phones and online orders will probably increase from 0 to 40% in the future. This is a huge market and a huge industrial chain formed by the combination of wireless mobile marketing and B2C electronic websites in the 3G era.
Second, some innovations and selling points of interactive marketing of B2C e-commerce websites in 3G era.
Online shopping or mobile shopping has a problem that must be solved, that is, customer experience. In the era of two-dimensional plane, mobile phone mobile commerce marketing is limited to the business model of sending short messages in batches. This interactive channel of short messages can only solve the psychological complete experience, but can not solve the three-dimensional observation or experience of specific products. It is worth noting that neither PPG nor Vanke Eslite can solve the perspective experience problem of 3D models on the website. Because the access speed and the applicability and commercial operability of establishing mathematical models should be considered in the design. There is a B2C website called George White, which tried to achieve a 360-degree experience under the technical conditions at that time, but until now, there is no result. Combining wireless marketing with B2C websites to form a closed information flow chain in the 3G era can solve these problems and form the following innovations and selling points:
The first is the customer experience. Customer experience can be completed online at any time in the 3G era, and with the popularity of 3G mobile phones, online experience and mobile Internet access will gradually tend to WAP and monthly experience, with lower cost. As long as the cost in this respect does not drop, it will be difficult to implement the new model. You can think about it. If a person is allowed to use his mobile phone to experience surfing the Internet, he will consider deducting the extra mobile phone fee every minute, and his purchase and experience will fail. Even he won't experience surfing the internet on his mobile phone because of this cost, which is also an obstacle to the promotion of 3G.
The second is timely interaction. Specifically, through the cooperation of video stream and data and sound stream, customers can directly and conveniently have a direct video conversation with the sales girl or customer service girl who sells products through the microphone and camera of the mobile phone, and communicate in the most informative way to facilitate the transaction.
The third is to realize wireless search. Now you can surf the Internet and search on Baidu and Google, including tintin map on the route. , all on the computer and keep the computer online. In the 3G era, customers can shop on B2C websites, search for similar products at any time, and compare and choose similar products on mobile phones, which provides a guarantee for customers to master the catalogue and bargain.
The fourth is to realize multimedia streaming advertising. Customers can surf the Internet through their mobile phones, and they can download the video streaming information of B2C websites to their mobile phones at any time, and play it in a way that can be recognized by AVI, MP4 or any mobile phone, which will also drive the rise of another industry in the 3G era, namely the mobile media streaming advertising industry and the corresponding advertising companies. This kind of rise will appear in the form of interactive media, but it will mainly be B2C sales, and its manifestations are different under the new situation.
The fifth is to get rid of the payment restrictions and realize the direct payment function of mobile phone bills. There is no discussion here.
Third, 3G era B2C e-commerce website interactive marketing mode of operation
Although traditional services still occupy the majority of 3G services in general, the growth of 3G characteristic data services is very obvious, especially some services combined with the Internet have bright prospects, which will help solve the problem of operators' income not increasing, and help operators in developed countries even more.
(A) Japan's experience
According to the data, Japan's mobile communication industry has gone through three stages. The first long wave was before 2000, characterized by a sharp increase in the number of mobile phone users using voice services; The second long wave was from 2000 to 2007, and the mobile service began to develop from voice communication service to value-added service. The third long wave is that after 2007, the market tends to be saturated, the competition is more intense, there is a trend of tariff quotas, and mobile communication services are more personalized, ubiquitous and seamless. In order to solve the development problem in the third long wave, NTT DoCoMo of Japan began to promote the monthly data communication package and the monthly mobile Internet content plan, in which the monthly mobile Internet content plan reached 65.438+02.27 million subscribers by June 2007, with ARPU value of 340 yen and annual income of 50 billion yen, making it the fastest growing business of NTT DoCoMo. "
From the development of NTT DoCoMo's 3G service, the charm of the mobile Internet combining 3G and B2C can be seen. Furthermore, if 3G is combined with the B2C website of Web2.0, a new "chemical reaction" may occur.
By August 2008, there were more than 26,543.8 billion Internet users and 520 million mobile phone users in China. The continuous improvement of 3G network capability and the development of Web2.0 gave birth to Mobile2.0, which produced many new services, such as mobile community, mobile RSS, mobile blog/podcast, etc., enhanced the interactivity of 3G services, and embodied the Internet purpose of everyone participating in co-construction. At the same time, due to the advantages of mobile network in authentication and billing, it is conducive to the balance of business content and network capacity, and avoids the disadvantages of traditional Internet such as free operation and P2P exhausting network resources, so mobile Internet may be more successful than traditional fixed Internet.
(B) China Mobile's attempt
At the beginning of 2008, China Mobile started the trial operation of B2C business. Users can purchase DVD, records, books and other commodities with their mobile phones or B2C websites with "Mobile Audio-visual Book Club" as their Internet login name, and pay through their mobile phone bills. It is understood that at present, the "Mobile Audio-visual Reading Club" is only put into trial operation in Guangdong and Hubei provinces nationwide, and Hunan, Shanghai, Jilin, Tianjin, Zhejiang, Liaoning and other provinces will be opened in the future. Relevant persons of China Mobile also said that the trial operation project in Guangdong has been delegated to Guangzhou Branch and will be extended to Guangdong Province in the future.
The biggest difference between "Mobile Audio-visual Book Club" and Taobao, Zhuo Yue and other e-commerce websites is that users can pay directly with their mobile phone bills, without any third-party network payment, and the cost of goods will be directly deducted from their mobile phone bills. However, during the trial operation, only GSM users of China Mobile can use this payment method, and their mobile phones need to be registered and activated. China Mobile has limited the upper limit of phone bill payment for each mobile phone number. The default is 50 yuan/month, and users can apply for increasing the consumption limit, up to 150 yuan/month.
At present, due to policy and other factors, the development of domestic mobile payment is not smooth. China Mobile is not a financial institution, with many restrictions on mobile payment and small payment amount. At the same time, only through the joint venture between China Mobile and China UnionPay can mobile micropayments be used. However, it is revealed that "Mobile Audio-visual Books Club" is not a mobile micropayment channel with linkage advantages.
The model suggested by the author
The author suggests that in the 3G era, in order to make a difference in business transactions, B2C websites can design some operating modes on the basis of China Mobile's current attempts. Details are as follows:
First, reach a cooperation agreement with 3G operators, and reach an agreement on the payment and refund of mobile phone fees. In other words, customers can shop directly with their mobile phones, and the mobile phone charges are directly deducted as payment, and the website delivers goods to customers. After that, the website will settle the phone bill with 3G operators, forming a series of processes.
Secondly, the B2C website forms a seamless connection between the foreground and the background, and realizes automatic management on the basis of the same database. Due to the limitation of payment, the current B2C website has formed a mature ordering system, which can be improved on this basis.
Third, complete the construction of the existing B2C website API interface. The construction of this interface is mainly a node for 3G operators to issue logistics delivery notes and settle accounts in the future after customers pay by mobile phone.
With the completion of these three key points, the interactive marketing model of B2C e-commerce in 3G era has basically taken shape.
Four. Concluding remarks
With the advent of 3G era and the development of network technology, and the blowout development of B2C mode since 2007, farsighted operators should first calmly think about how wireless mobile marketing and B2C e-commerce marketing in 3G era can combine with each other to form a new business model with a mature and closed industrial value chain. This will be realized in the next few years, and the specific implementation method is unknown. But now our discussion on the interactive marketing operation mode of B2C e-commerce in 3G era is undoubtedly of great forward-looking value. Therefore, the author writes here, hoping to give some reference to relevant people.