One year since the name was changed.KDDI's au economic zone concept that supported an increase of 163%of the "au Pay Market" and the "Kyoritsui" strategy of President Yatsu River

In the Corona evil since last year, the real GDP in FY2020 is negative compared to the previous year..When it reached 6%, the Cabinet Office recently announced.It is a great negative compared to the Lehman shock.In FY2021, the situation was severe, and the real stores were sighing, due to the impact of emergency declarations and prevention of spread.On the other hand, it is a well -known fact that the EC market has expanded in response to such a situation.In May last year, the au Pay Market, which had been changed from the previous au Wowma!, Also made a great deal of gross distribution compared to the previous year and made a breakthrough.Of course, changing the name did not make a breakthrough, but there was a store opened by KDDI's promoted au economic concept and au Commerce & Life Co., Ltd., which develops the "au Pay Market".It seems that there was a synergistic effect of the "Kyoriken" strategy.We talked to President Hiroshi Yatsukawa, President of the company and the director of the mall business department.

The ability of the "au Pay Market" backed by the track record as an EC mall for over 20 years

The current "au Pay Market" is an EC mall that was developed under the name "au Wowma!" Until the name was changed in May 2020.In 1999, dating further, the predecessor service began.Speaking of 1999, it is two years after the Rakuten Ichiba started, but in the dawn of the EC Mall, the "au Pay Market" gene had already been born."In 1999, D -N E Co., Ltd. started the Internet auction site" Bitters ".This service quickly became popular.However, at that time, the Internet and infrastructure were not as well as now, and the user's internet literacy is not as high as it is in modern times, and the system investment is huge, CS costs that support users who do not know how to use it.As a business model, it was a bit difficult in terms of profits.So, I started a new shopping site while making use of the know -how of the auction site.It was "DeNA Shopping", and was transferred to KDDI in 2016 with the "au Shopping Mall" provided by the DeNA Group and KDDI in collaboration.The following year, the service was born under the name "Wowma!"After that, it was renamed "au Wowma!", But the au was renamed the "au Pay Market" in May last year., President Yatsugawa explained in detail the current history of the au Pay Market.

The "au Pay Market" as the KDDI Group has expanded the "au economic zone" and the point of use of points

Behind the renamed AU Pay Market, it seems that the intention of further strengthening the brand power of "au Pay", which has rapidly increased recognition and user in recent years.It would have been important to give the name unified in order to strongly impress the user base that the "au Pay Market" is an EC mall as a member of the KDDI group."Au Pay and au Pay card members can now use even if the mobile carrier is not au is now more than 32 million, and the" au Pay Market "is convenient for customers who use au Pay.It was important to properly tell you that it was a great EC mall. In May last year, the name was changed from "au Wowma!" To the "au Pay Market", so that it will be transmitted straight.We have many customers have recognized the "au Pay Market" and can be used."Says President Yatsugawa.KDDI is based on the telecommunications business, financial services, electricity and other life infrastructure services, as well as commerce services, strengthening customers in all scenes of people's lives, and distribution of points in group companies.We are expanding the “au economic zone” and promoting the growth strategy of life design.In such a large strategy, the au Pay Market is positioned as a place where you can shop as a point of use."In every scene of life, the economic zone connected by points is completed as an au economic zone. The" au Pay Market "is the place where you can use those points to shop conveniently and cheaply.It was. From last year to this year, the Japanese economy was in a severe situation due to the collona disaster, but I feel that EC is playing the role of life infrastructure. In the "au Pay Market", the first.The number of users has increased in the event of an emergency situation, and the repeat rate of those who started using it has increased. The results of various projects conducted in collaboration with stores and various point measures are attracting customers.The background is that it is connected. Also, if you are a member of au Smart Path Premium, the point redemption rate will be higher, and the "au Pay Market will be higher.Measures so that shopping in the shop was also effective was also effective.Furthermore, we believe that it was also effective to unify Ponta points in the au economic zone in conjunction with the name change.These measures have made it possible for customers to use it many times.Thanks to you, as a result of the name change, the distribution amount reached 163%year -on -year, which was able to grow significantly.After 2020, the EC market itself has grown naturally, but the growth rate of the au Pay Market has far exceeded the growth rate of the entire EC market.Furthermore, the use of the au Pay app and the "au Pay Market" seamlessly, improving the usability of eliminating the barriers to shopping from AU Pay apps seems to lead to great achievements.is.

Win-Win-Win, a user / store, "au Pay Market", which is realized by a "co-creation Kyorikuei" strategy with a store

Of course, not all EC operators are growing uniformly.It is said that the market has changed dramatically due to changes in the life style of people due to corona."If you look at the" au Pay Market "on the category axis, the hygiene goods such as masks and disinfectants and food are growing. Outdoor goods are also growing. On the other hand, people go out.There are stores in categories that have been struggling due to the decrease in the decrease, but there are many stores that have been developing strategies in anticipation of “home demand”.In the strict situation, you will enjoy the benefits of opening a store in an EC mall like the "au Pay Market" in addition to the so -called unique domain development. One of the benefits.However, it is data. Data about users, what products are selling, and data such as what kind of product are purchased, so that the data that is not compared with the so -called original domains.Both are good. By analyzing useful information that is useful for marketing measures, knowing the customers deeply, and making appropriate proposals in a timely manner, together with the stores that are opening the store.I am convinced that it is possible to continue to grow. I myself often say "co -creation Kyuiei". Both the "au Pay Market" and the store are based on data, new "something""Create. Something may be a new product, and it may be a new customer approach. In any case, we will provide satisfaction with our customers by creating together, and as a result, the storeSama and the "au Pay Market" flourish together, and we think that such a relationship is important. We are continuing to hold study sessions for "co -creation" as needed.. One example of co -creation is a live commerce. Utilizing the ability to attract customers in the "au Pay Market", the business operators will appeal their appeal directly. There are still some improvements.I think it's important to take on the challenge without being bound by the common sense.It seems that the relationship has been built.If the good relationship continues and develops, the au Pay Market must grow into a larger EC mall.