Q cards from War to see mobile Internet transformation of urban consumption patterns!i dark horse REVIEW: mobile Internet has been very profound changes in the Chinese metropolis people living and consumption habits, the change is so profound that little rebelling against the mobile Internet trend of things will be ruthlessly discarded by Air Jordan 7 Retro consumers ... ... Focus Media Q cards dead, is that not fully aware of the mobile Internet arena straightforward, but Air Jordan Others had to use sophisticated means to battles. Q cards from War to see mobile Internet transformation of urban consumption patterns of mobile Internet has been very profound changes in the Chinese metropolis people living and consumption habits, the change is so profound that little rebelling against the trend of mobile Internet of things We will ruthlessly discarded by consumers, with no hesitation. This is, from the failure of Focus Media Q card strategy can be seen. From vigorous to heroic only a short year 2011, Focus Media has begun its transformation in Beijing, Shanghai and other seven cities nationwide core consumer video advertising screen, in the original video playback screen, the installation of the three senses Small screen, promotional activities as promotional spots and interaction points. While this screen is also quite creative fitted Kids Shoes with a check card at Q card. Consumers can live free use of RFID technology leadership a Q card can be activated in an interactive screen after sensing area brush Q cards, discount information advertising screen display will send a text message to the phone, the user with the information consumer Air Jordan 5 Retro or business can go enjoy the benefits. Focus of the year, according to the strategic plan, a little Q card carrying a big task Focus Strategic Transformation: Focus hopes to install a small screen and Q cards Nike Air Force 1 Air Jordan 3 Retro as a medium, so that consumers receive preferential SMS site to guide consumers to watch advertising screen the terminal stores consumption. Focus is essentially hoping to Q Cards this small props, realize the whole sub-shift Focus Media business model: 1. From the way the advertising platform, and consumers can change two-way interactive communication platform. 2. inform consumers from advertisers, into a guide consumer spending comments providers. 3. From simple to earn advertising fees, into a two-way toll from advertising royalties or referral fees to the terminal. This triple change, Jason Jiang has been named as: 'SOLOMO + O2O'. Namely social (social), location (location), mobile (mobile) + online to offline. It sounds very fancy, looks beautiful, with the Jason Jiang and Focus two magic name, seems to sweep the lakes Q card has no suspense. For a time the wind of public opinion requires, how strong are the Focus of resource integration, how capital optimistic, analysts comment given A +, the industry giant thumbs ...... 3 months, Q card registered users reached 2.5 million messages more to stimulate the market's eye. But the blink of an eye a year later, Q card outcome? Seem Needless to say, the original SOLOMO + O2O had 'heroic', the small screen has been restored to the advertising zone from the envisaged interactive area, and Q card also silent disappeared from the consumer's wallet phone keys. Exactly what happened to make the dream of Focus stranded out? And reverse the tide of mobile Internet with the Q card hindsight Focus Media Q card mode, we will find that there are many flawed set of patterns, and even mobile Internet The big trend is the reverse: the complex interaction. Q card to receive promotional way: First, start reading Focus on promotional advertising screen; the second step on the small screen brush Q card; the third step, waiting for the sub-commanders coupons or gifts sent to the phone; The fourth step, holding gifts phone consumption. Consumers should get a coupon, we need to use all three media at two sites do four actions, the process in the mobile Internet era, apparently too complex. In this everything should be simple and efficient, the pursuit of a sense of speed mobile Internet era, why should consumers spend so much time and effort to get a coupon it? Not to mention there are more convenient consumer can get the same benefits of city-dimensional network, the public Comments and other means. Shallow depth communication. Expect to see from Focus, Q card bearer Focus and consumer communication intermediary role. But this interaction in terms of time or content too superficial. First, from the time, the Focus advertising screen position determines the communication time by up to two minutes, such a short time, the consumer can not deep understanding of the interests of marketing behind it. From the depth of communication, we regret that the Focus mode or one-way communication of information dissemination, consumers can not find out from a number of options that best suits their own in the face of each small screen, can only Air Jordan Women choose or do not choose, Communication from the sense that this interaction is very rude. Time is short + rude communication, Focus is difficult to form the image information instructor in the minds of consumers. Beat private housing consumers. Starting from the age of the Internet, as a means of hiding behind the network has become a consumer self-protection, though more often this protection is only psychological level, but since so that consumers have, 'I do not know 'The formation of a sense of security, that sense of security so that consumers are more relaxed when making consumer decisions in a more proactive, mobile Internet era, this sense of security would be more strengthened. But the screen interactive Focus instead is to break this sense of security, like knocking on the protective shell of consumers as to allow consumers to make choices in front of colleagues disclosed in the elevator this small environment, or disclosed. Such potentially increasing consumer choice scruples, such as weight loss, medicine, health products and other advertising. Geospatial dislocation. Focus of the advertising screen is generally laid in the office space, and shops are located far away coupons in entertainment space. I will Air Jordan 7 Retro not speak in a working state whether consumers have the choice of coupon carefree mood, just from the geographical space, time enough to allow consumers to consider more than two minutes, because consumers must first understand the coupons to go Where available, then it will consider appropriate to their own use ...... this hesitation process is greatly reducing the likelihood of consumer impulsive choice. In contrast pattern similar city-dimensional network, generally located in the way of leisure Kids Nike Trainers and shopping district, allowing consumers to choose the nearest nearby consumption, which greatly facilitates the consumer's shopping. Overrated two minutes. But more importantly, Jason Jiang apparently overestimated two minutes waiting for the elevator, the influence of the screen Focus. Today, the popularity of smart phones, two-minute consumers can send to it, can be read online novel, cinema, watching sort Focus screen has been very rearward of. In such circumstances, the only way to attract consumers Focus is attractive advertising content to maximize content and smart phones to compete with that short time, in order to maximize the effectiveness of their advertising screen instead proceed from the channel. In this sense, the development direction of the masses, totally wrong. Above, which directly hinder the consumer interactive experience obtained from the Focus platform, and did not interact, the more can not let consumers buy Focus harvest data analysis will become futile, resulting in vision Focus nothing. If a careful analysis of why Q card and ambition had JiangNaChun 180 degrees away from the? Q card in the final analysis to the traditional advertising business trends abruptly bundled mobile Internet, now look, this bundle is more like a matchmaker rather than fall in love - too hard. Can be attributed to blunt sentence: Q card from the usage patterns will deviate from the consumer to obtain information on the mobile Internet era and interactive trend. Then the mobile Internet era, consumption pattern of the city which has undergone major changes? Mobile Internet era urban consumer do? First, we must be clear, the mobile Internet era, consumer information collection, comparison, analysis, and make purchasing decisions platforms It has obviously focused on smart mobile terminals, all the information, entertainment, social, working arrangements are in mobile phones as the core node, the mobile Air Jordan 3 Retro phone is playing the role of reshaping consumer lifestyles. In this backdrop, careful observation is not difficult to find contemporary urban consumption habits very significant four trends: consumers are accustomed to moving the first information search and decision-making in the past achieved through PC by operating the mobile terminal implementation . So all those who wish to expand their business with mobile Internet business, must be a smartphone or tablet that consumers can carry a terminal as the core node, and must be on this node can help consumers achieve 'sea election', and consumers 'Interactive', to facilitate consumers' decision-making 'three functions in one, through a program of action + seldom easy for consumers to freely work. The Focus advertising screen at this Nike Shox time stick approach, it is clearly contrary to the most important rule. Experience as the core node king mobile Internet era - smartphones, by the small screen, the application of multi-impression, consumers would choose the most convenient experience the smoothest, easiest to use application. At this point the consumer choice of suppliers short time, low replacement cost, word of mouth spread quickly. At this point in the mobile Internet to surf tide vendors, be sure to do the simple and beautiful interface, information integration addition of good election, convenient and Air Jordan 15 simple to operate. The Focus Q card, it obviously did not meet all the above requirements - the interface of traditional, less information, complex operations. Personality-oriented mobile Internet is a big personality release business environment, as smart phones and tablet PCs give consumers more convenient Air Jordan 12 tools to manage their own pieces of time. Pre-Internet era consumers can only release information to the media choose to accept or not connected, there is no chance to show the personality of the initiative; and the Internet era consumers tentacles out to the front side vendors, advertisers can skip screening, but by not limited to the terminal mobility, consumers can only release their personality in some time. The mobile Internet to break the constraints of time and space, individuality release of urban consumers do not have time, place and environmental restrictions, even in big cities has no bandwidth limitations, this time the demands of consumers are 'control', and not 'accept' or 'Select.' So manufacturers can only cater to guide, but can not force consumers to do single or multiple choice, at least to provide consumers with 'master' who feel. At this point, the traditional practice of grafting to advertisers 'control' feeling Focus on the mobile Internet to let consumers lose. Depth elect the mobile Internet era, every consumer can make use of the mobile terminal into a single node, they are no longer just recipients of information, but information publisher and circle the information in the guide. So at this time node, consumers not only eager to learn 'what', but also need to understand the 'why' and 'what', in the sense that vendors must be placed on an equal attitude and posture of each consumer, provide more information for consumers to choose products answer consumer deeper principle, production process, and even to their own business operations, entrepreneurs, corporate culture spiritual information fully interact with consumers, so consumption who from inside to outside approved vendors, manufacturers can gain a firm foothold in the mobile Internet market. The Focus publisher role has not changed, one-way and simple trait information has not changed, in this sense will, Focus mode mobile Internet is far too strong Nike Shoes now. In summary, Focus Media's Q card printing as one of the very classic question then: why not just be stuck APP Q it died without fully understanding the straightforward mobile Internet arena, but had to use complex? means to battles. (This article originally appeared in 'management expert' in 2013 the first one stone Zhang Qiang of the Shanghai Cultural Development Group founder Jin Kun, Shanghai Services Federation brand committee vice director and secretary general public micro letter: Jin Kun brand marketing ; microblogging: @ Jin-Kun Shi Zhang Qiang, @ Jin Kun brand marketing; e-mail: shizhangqiang@sohu.com)