China's mobile Internet in 2014: demographic dividend disappears, product competition intensifies

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In 2014, China's mobile Internet demographic dividend is disappearing, and competition among products is becoming more intense. At the same time, major giants are stepping up their efforts to build their own ecosystem. It can be said that China's mobile Internet is gradually maturing in 2014.

1. Hardware Keywords: Apple iPhone 6

Apple's iPhone has redefined the mobile phone and created a new mobile Internet. In fact, starting from iPhone 4, each generation of iPhone has won great attention from the mobile Internet circle. Even the passing of Steve Jobs has not changed this situation. It is not surprising that iPhone 6 has become the representative word of mobile Internet hardware in 2014.

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Although there are a series of mobile phones such as Xiaomi and Meizu in China, none of them can reach the popularity of iPhone. Especially the press conference in September every year, which attracts everyone's attention. This year is no exception. Since the release of iPhone 6, Internet media have been reporting on it for several months, and the popularity has not diminished. Experienced media practitioners have long known that the clicks on reports about iPhone are the most guaranteed. If there is no new topic, they can just write about iPhone 6 and still get a lot of traffic.

2. Mobile e-commerce: rapidly gaining popularity

The 2014 Double 11 just passed, and Tmall's transaction volume of 51.7 billion really made e-commerce popular again, and also allowed Jack Ma to continue to sit firmly in the position of China's richest man. According to the data released by Taobao, the performance of mobile terminals during the 2014 Double 11 exceeded expectations, with the total transaction volume of mobile terminals reaching 24.3 billion yuan, accounting for more than 40%, while the transaction volume of mobile terminals in 2013 was 5.35 billion yuan, accounting for only 15%. The depth and speed of mobile payment penetration are amazing.

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JD.com's entry into Tencent WeChat and its layout of mobile e-commerce with the help of social media can be said to be another highlight of mobile e-commerce in 2014. For JD.com Weidian, relying on Tencent's social relationship chain, it can accelerate traffic monetization and layout of mobile e-commerce, thereby competing with Alibaba.

3. Mobile application distribution: Transformation to social distribution

Recently, 360 Mobile Assistant, the largest mobile application distribution platform in China, launched social distribution, followed by Tencent's App Store. Traditional mobile application distribution platforms have transformed into social distribution. What kind of changes will the combination of social and application distribution bring to the entire industry?

360 Mobile Assistant currently has over 600 million users and distributes over 160 million applications daily. In order to tap the potential among users and make application distribution more accurate and efficient, 360 Mobile Assistant 3.0 "Around You" was launched, introducing the new concept of "social distribution", redefining the channels and methods of mobile application distribution, and instantly detonating the entire distribution market.

What exactly is "social distribution"? According to the 3.0 beta version officially released by 360 Mobile Assistant, "social distribution" mainly consists of four parts: "friend distribution", "location distribution", "face-to-face distribution" and "personal distribution".

Specifically, users can check the apps used by their friends in the address book and strangers around them anytime and anywhere based on their address book and LBS geographical locations. Compared with the recommendations of traditional application platforms, friends based on the address book have more similar tastes and needs to users, and friend distribution also brings users a greater sense of security, while push based on LBS geographical location brings users more freshness and curiosity, and the proximity of geographical locations also brings users closer to the APP.

4. Mobile social networking: Anonymous social networking is popular

Although WeChat still firmly holds the largest market share in the mobile social field in 2014, during this period, although products such as YiXin and LaiWang have emerged, and Momo has continued to work hard on product marketing, it has never been able to shake WeChat's dominant position.

But there was one product that quickly became popular, but only for a short time: Wu Mi.

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Mobile social networking has always been in various forms, from the most common pictures, text, voice, video to self-destructing messages, and the social model has also changed from broad social networking to weak relationships, strong relationships, private social networking and other methods. However, anonymous social networking has quickly become popular, and it has indeed fully demonstrated the strong ability of Chinese users to watch and gossip. However, this may be because such products can only attract users from the content level, and cannot retain users from the strong stickiness of social networking. This ultimately leads to anonymous social networking becoming a junk application in the hands of most domestic users after only 1 to 2 weeks.

5. Rapid development of vertical fields: mobile healthcare, mobile finance, and mobile education

In August 2014, Chunyu Palm Doctor announced a financing of 50 million US dollars, bringing the mobile medical industry, which had been developing quietly, to the forefront. At the same time, with the rapid development of various "baby" products and the popularity of P2P financial products, mobile finance quickly became the most popular vertical product in 2014. In the field of mobile education, a large number of online education products such as Zuoyebang, Yuantiku, and Xuexibao have launched a war to attract money and users, making mobile education popular in 2014.

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Now that 2014 is coming to an end, with the central bank's interest rate cuts and the stock market soaring, the attention to mobile finance has increased rapidly again. As traditional industries that need large-scale reforms, medical care and education will soon be fully exposed to the world after being combined with informatization and mobile Internet.