Research On The Improvement Strategy Of P&G Tmall Store’s Sales Volume In The Mobile End

In recent years, the e-commerce in China is developing rapidly. The future of online shopping in China will continue to be promising. Thus, more and more traditional industries, such as Procter&Gamble Co., also known as P&G, begin to sale their products through e-commerce channel and tend to heavily rely on this channel in the future. By now, opening business-to-consumer (B2C) online stores on Tmall, which is a Chinese website for B2C online retail operated by Alibaba Group, becomes the first choice of many companies which decided to explore e-commerce distribution channel. Meanwhile, due to the fast developing of mobile Internet, more and more people surf on the Internet through mobile device rather than their PCs. As a result, it is becoming frequent that browsing products’information on Tmall by mobile device. However, the sales amount does not improve dramatically as the mobile end traffic keeping rising. Thus, how to transfer these increasing traffics into real sales amount becomes an impending problem placed before nearly every e-commerce company. For P&G Tmall online store, this problem is particularly critical.In this paper, we first compare and analyze the Tmall online store’s sales amount from both mobile end and PC end based on the data since P&G Tmall online store opening and we have discovered problems from three aspects.1. The sales amount from mobile end is quite lower than that from PC end.2. The sales amount from mobile end does not show the tendency of increasing in a long time.3. The converts of mobile end are lower than that of PC end. Then, we analyze the causes of the above mentioned problems and we have found these causes also derived from three aspects:1. For mobile end advertisement strategy, the P&G Tmall online store is lack of investment.2. For mobile end promotion strategy, the P&G Tmall online store does not offer attractive discount compared with no matter PC end or competitors3. For mobile end presentation and technology strategy, the P&G Tmall online store does not adjust mobile end presentation according to the mobile device’s screen features. Based on the analysis, we first provide a general plan to the P&G online store to improve its mobile end sales amount, which includes focusing on the needs of the customers, increasing investment on mobile end and improving the ability of catching up to competitors. Then, we provide the P&G Tmall online store to increase mobile end sales amount with specific suggestions from three aspects which are network publicizing strategy, promotion and communication strategy and backup measures.The research in this paper could provide references for P&G Tmall online store and other companies in this industry whose sales volume of mobile end are eager to be increased and make them developing better and faster under the circumstance of mobile Internet.