It is becoming increasingly evident that mobile is the way of the future for e-commerce, and in many places – such as China – retailers are discovering that mobile is already becoming important in the present.
A consulting firm called Analysis International, with a specialty in Chinese internet market research, has released data that indicates that mobile phone sales revenues reached the $261 million (1.67 billion yuan) mark in this year’s second quarter. When compared to the same time last year, this is an increase of 880 million yuan.
Of the total amount that was generated through mobile commerce, 27 percent was brought in by way of mobile phone transaction terminals. The 73 percent that remained was generated through mobile phone web transactions.
Retailers are seeing these market sector business opportunities and are making significant investments into m-commerce in large cities such as Shanghai, Beijing, and Yihaodian. Among the most unique efforts was one made by a local online merchant which created a “shopping wall” within approximately 70 Shanghai subway stations, as well as over 500 ad boards in public places in Beijing.
The shopping walls are essentially a virtual supermarket which feature displays of products just like traditional stores, except that the purchase is made though the use of a mobile device which scans a code from one of the wall’s transaction terminals. After that point, the purchased products are delivered within 24 hours.
According to the Yihaodian wireless application department director, Yu Lili, “As the purchasing model is new to consumers, many people are curious to know how the transaction works and want to give it a try”.
