As early as September of this year, Yuantong has announced that it has reached a cooperation with China Unicom. In the future, users can freely use Yuantong Express to pick up items in the Unicom business hall, and have the opportunity to enjoy a series of preferential activities launched by Unicom's business hall. At that time, the cooperation between the two parties was consistently optimistic about the outside world. They believed that both parties could divert each other through their own customer resources and brand effects, and speculated that operators may have further cooperation with the express delivery industry in the future.
Sure enough, in the recent Yuantong Express, it will launch the Yuantong Round Card with China Unicom. It is understood that the Yuantong round card allows users to earn traffic when sending couriers. Users can receive 30M domestic traffic for each courier, and receive up to 600M domestic traffic per month. In terms of specific packages, the round card also reflects other offers, but in the small series i, there are many doubts behind this round card.
Special card for e-commerce sellersFirst of all, from the main selling point of this round card, it can be seen that it is not suitable for everyone.
Sending courier can earn traffic, it has already shown that the person who uses this card must be the crowd that needs to send courier frequently in life, then this group of people will count the sellers of e-commerce platform. Because their business allows them to have enough capacity to earn more traffic, and this traffic is also very necessary for them.
Imagine that the frequency of sending a courier to an office worker is not much. Moreover, he can also hoard traffic by handling other cards and using other methods. Why does he still handle this round card? Moreover, from the official price, the charge for the round card is not cheap. The small round card needs 16 yuan, and the round card needs 46 yuan. This pricing is not quite superior to other Internet cards of China Unicom.
But it means different things for e-commerce sellers. First of all, from the outside, e-commerce sellers often need to send courier to the buyer. In the frequent contact with the express delivery industry, they will definitely develop the courier that they choose to have preferential efforts. The activity launched by Yuantong and Unicom is likely to be met. Their choice psychology.
Secondly, from the inside, the operation of the e-commerce business needs to ensure uninterrupted network support. This requires e-commerce vendors not only to provide a sufficient and smooth network indoors, but also have sufficient networks outside, so More traffic is not too much for the seller, because it is highly consistent with their business needs. So summed up, the round card can be regarded as a customized card for the e-commerce vendor.
Why did China Unicom begin to take the niche route?In recent years, with the rapid development of the e-commerce business, although many people have become e-commerce vendors, the market size formed by them is still relatively small compared with the entire traffic market. Unicom is not unaware of this ratio, but why should we take a niche route and specialize in launching round cards to serve this group of people? Xiaobian i believes that the main reasons are as follows:
First of all, in the current communication market, China Unicom, China Telecom and China Mobile have launched a number of highly customized Internet custom cards, and the audience of these cards is mainly for all users. In the case that everyone's card discounts are almost the same, it is inevitable that a price war will be waged. However, looking back at the development of these cards, even if the fees are low and low, and the incentives are large and large, they will rarely attract users. Then, in the moment when the preferential card universality has gradually lost its appeal, China Unicom has to choose to take a refined route, that is, to launch a special discount card for a certain group of people, so as to achieve more accurate positioning and greater dissemination of the number card.
Secondly, the launch of the Internet card with Yuantong is only a symbol of deepening cooperation between China Unicom and Yuantong, which proves that Unicom has the determination to truly enter the express delivery industry. Just as China Unicom has launched a variety of video-free cards before the United Internet platform, China Unicom's investment scope is expanding, and the Internet card is a bridge to connect with these industries that have a large user traffic. Perhaps relying on Internet cards to make money now is not the main purpose of China Unicom.
Finally, “backward operation†may be one of the reasons why Unicom is taking a niche route. In the future, there will be hopes that users will use traffic and enterprises to pay for it. Take Tencent Wangka as an example. Now it is the user who spends money to get a card to enjoy the free treatment of Tencent application department for free. However, in the future, it is very likely that users can apply for the Dawang card free of charge and use the Tencent system free of charge as long as they meet the card requirements. The various applications, the last money is required to pay the operator to Tencent, but at the same time Tencent also obtained various data of the user to realize in other places. Well, since Tencent may have such a charging model, other companies that have launched Internet custom cards in cooperation with China Unicom also have such charging possibilities. So this may also be why Unicom is no longer pushing the coupon cards for all users, but the reason for starting a niche and customized route.
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