Chapter 24 Section 5 Talking about online shopping in the mobile phone market

Are mobile phones suitable for online sales?As long as online channels can provide customers with the shopping experience of mobile phones, then mobile phones are suitable for online sales. To understand the shopping experience and nature of mobile phones, first of all, why do people buy mobile phones?The survey results below show why people switch phones. The survey was conducted by Beijing Zhengwang Consulting Co., Ltd.According to the survey results, more than 40% of the respondents hope to have more/better functions, about 30% of the respondents pursue a more suitable style and a more fashionable appearance, and more than 20% of the respondents hope to replace the broken phone .

Therefore, the function, style appearance and durability of the mobile phone are its three essences. 1. Function The functions of mobile phones have been standardized and have objective technical specifications. It is clear at a glance on the Internet. You only need to type the model of the mobile phone on the Internet, and then you can find thousands of results with one click. After that, no matter you go to the mobile phone manufacturer’s webpage , or other forums that talk about mobile phones, you must be able to learn about all its functions, features, and even other users' experiences and evaluations, trial video clips, and so on.

Standardization means that people have reached a consensus on the understanding of the mobile phone, knowing that it is a small telephone device with a row of buttons, a receiver, a microphone and a small screen for selecting its functions.It's like when you go to McDonald's to buy a hamburger, there must be two slices of bread, a steak sandwiched, some toppings and sauces. The objective technical specification is that all functions can be changed into some nouns and numbers, so that people can understand the meaning at a glance, there is no possibility of misunderstanding, and these names will not vary with different buyers, regardless of gender Young and old, for example, a mobile phone with a camera function of 3 megapixels, no matter who uses it, it is 3 megapixels, there is no difference.This is different from clothes. Clothes also have some basic numbers, which are very objective on the surface, but in fact these numbers can mean different things to different people. For example, a pair of trousers has an outer length of 40 inches and an inner length of 35 inches. It might be just right, but it's too long for a short person.

2. Style and Appearance Due to the small size of the mobile phone, it is easy to display it on the computer screen at a similar size. You can browse the samples displayed on the web page. The style and appearance of the mobile phone are already very obvious at first glance. In addition, with the 360-degree rotating three-dimensional display, there is no need to add more text Describing, not to mention seeing the real thing, can determine whether the style and shape are satisfactory. Apple's case.Apple is probably the most stylish hardware company in the world.Whenever its new product is launched, it always becomes the focus of the world.It produces the most fashionable computers such as the iMac and Walkmans such as the iPod. The iPhone is also the most fashionable mobile phone in the world. However, all three of its iPhone advertisements in China emphasize how lightweight the touchpad is and how convenient the various embedded software is for users. They do not mention how cool or cool the iPhone is. Fashionable, this is because the style and appearance are already very clear, and there is no need to emphasize it at all.

3. Durability Take a look at the survey conducted by Beijing Zhengwang Consulting Co., Ltd. to compare why users switch from other brands to Nokia. The survey found that more than 1/3 of the respondents would switch to Nokia after their current mobile phone broke, which means they know the brand is more durable, and they don't need to go to the store and listen to the clerk to find a long-lasting brand , Just go online and buy directly. 1. Can I compare different phone models A mobile phone user usually thinks about what he needs before buying a mobile phone: for example, how many pixels does a mobile phone need, what memory card does it support, whether it can access the Internet, listen to music, radio functions, etc.The point is that you already know what kind of phone you are looking for before you buy it.The functions of mobile phones have been standardized and have objective technical specifications. It is clear and clear. As for the differences in the specifications and functions of different mobile phones, it is easy to compare them on the Internet.This is different from buying clothes. Even if it is the same piece of clothing, different colors may have different results. This red one looks noble and elegant, while that white one looks elegant and refined. You can't compare it until you try it on at the store.

2. Can I try before buying Even if you really want to try it, you don't have to go to the store.Friends, colleagues, and classmates around you can also help, as long as you ask, they may have no problems, and they can try it out, just like borrowing a pen.But if you want to change into new clothes for this season, since clothes are personal items and everyone’s figure is different, I’m afraid it’s not so easy to get them. In the end, you still have to go to a clothing store to try them out. 3. Do I need to match my phone with other clothes Mobile phones are mostly placed in handbags or bags, so there is no need to match them with other clothes, so there is no need to go to the store for trial matching.

4. Is mobile shopping part of social networking? Look again at the survey conducted by Beijing Zhengwang Consulting Co., Ltd., and see that all his respondents only change their mobile phones every year or more, and as they get older, the replacement time is longer. Some normal communication activities are mostly a few days or a few weeks. If it is a gathering of old friends, it may be once a year. If this is the case, there should be better things to do, such as eating and drinking, talking about the current situation in the past, Nor is buying a phone together.

Similar to clothes, mobile phones also have their "trend triangle": The first layer (bottom layer) represents the basic style, that is, only outgoing/incoming calls, and the price is mostly below 1,000 yuan. The second floor (middle floor) represents the mainstream style, with more functions, such as taking pictures, playing music, etc., and the price usually ranges from 1,000 to 5,000 yuan. The third floor (top floor) represents high-end styles, that is, smart phones, which are equivalent to a microcomputer, and the price is more than 5,000 yuan. However, unlike clothes, because mobile phones are standardized products, the difference between high-end and basic mobile phones is that they have more and better specifications, and these specifications can be seen at a glance by comparing them online, so the shopping experience will not be different because of different levels .

The essence of a mobile phone is function, style and appearance, and durability.The first two essences can be experienced online, and users have a certain understanding of durability.Therefore, mobile phones are suitable for online sales.