It is reported that Unicom's idea of establishing an e-commerce department has a long history, and strengthening the power of e-commerce channels has long been part of Unicom's strategic plan for the next five years. China Unicom's 20 10-20 14 enterprise development strategy clearly put forward "to establish a powerful electronic channel with full-service marketing service function". In this strategic plan, China Unicom put forward the development direction of "3G leading, integrated innovation strategy". In its 12 strategic initiative, e-commerce channel is not only the goal of channel transformation, but also the guarantee to achieve other strategic goals. Therefore, China Unicom put forward the goals of "improving the marketing service level matching with broadband access capacity" and "strengthening the active marketing ability of call centers and building a new national electronic channel" in the phased strategic objectives of 20 10 to 20 12. The e-commerce department established by China Unicom will be based on the original electronic channel center, and all companies in the headquarters, provinces and cities will set up e-commerce departments, focusing on electronic sales services and e-commerce platform operation, so as to create an e-commerce operation system integrating processes, logistics and services.

In fact, as early as the reorganization in 2008, China Unicom set up an electronic channel center, which can be said to be the first among the three major telecom operators in China to lay out e-commerce. In 20 10, the electronic channel transaction volume of China Unicom was 124 billion yuan, up by 2 18% year-on-year, accounting for 7.2% of the total revenue of communication business; The number of electronic channel users reached 57 million, up by 150% year-on-year, and the user penetration rate reached 18%. 20 1 1 year, the transaction volume of China Unicom's electronic channels reached 23 1 billion yuan, an increase of 86% year-on-year; The number of users using electronic channels has exceeded 654.38 billion; There are over 4 million daily users.

Zong Xinhua, general manager of China Unicom's electronic channel, once said that China Unicom has established a perfect e-commerce organization guarantee system and operation system from its headquarters to provincial branches and local branches. In 20 12, China Unicom plans to achieve a turnover of 36.5 billion yuan through electronic channels, with 80 million customized services, accounting for 30% of the business load.