Yihaodian Mobile Strategy Focused on SNS, Game Marketing
Ebrun, 5/10/13
According to a source in Chinese B2C online retailer Yihaodian's wireless division, the company will continue its mobile channel efforts this year. At a conservative estimate, Yihaodian will grow its mobile client services to 10% of its total business, with social and game-based marketing to be major drivers of growth.
Yu Lili, director of Yihaodian's wireless division, said that beyond simply allowing customers to announce their purchases on SNS sites, Yihaodian's social efforts will allow users to "share" purchases with friends stored in their mobile address books, and to purchase gifts for friends.
In terms of marketing, Yu said, users of Yihaodian's mobile client are not highly price-sensitive. As a result, the company has de-emphasized price in its marketing and shifted its focus to brand- and theme-based marketing. "Starting in the second half of this year," Yu said, "Yihaodian will take advantage of these trends to launch game-based entertainment marketing."
Yihaodian first released its mobile client in July 2011. There are currently roughly 7 mln users of the company's mobile client, most of them in first-tier cities.
Keywords: Yu Lili strategy wireless B2C SNS Yihaodian e-commerce mobile application m-commerce
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