Recently, have you been screened by Alipay's red envelope pictures? Have you been bombarded by Alipay's red envelope pictures? Have you been given Alipay red envelopes by enthusiastic shopkeepers? If so, you should read this article.
A brief talk about Alipay red envelopes that have been particularly popular recently
Recently, Alipay red envelope activities have been a hit, and friends and WeChat groups are all people who send red envelopes with QR codes. Even if you go to a roadside stall to buy things and eat in a fast food shop near the company, the boss will enthusiastically take the initiative to let you scan the code to get a red envelope. You don't think the boss is very nice, and at the same time, you think that the boss Ma is particularly bright and has sent all the money home.
oh, yes! It is the QR code below. You can get a random red envelope by scanning it, and the consumption will be reduced. The person who sends you the QR code will get the corresponding encouragement red envelope.
AliPay red envelope playing method
Today, I spent a little time pondering the playing method of Alipay red envelope.
basic gameplay: AliPay gets the QR code of a red envelope and shares it. Others get a random red envelope after scanning it, and then pay the corresponding deduction amount for consumption. At the same time, those who share the QR code get the same amount of encouragement from the corresponding red envelope. Today, I am lucky. Others scan my QR code with a lot of red envelopes.
Basic gameplay: If mobile payment is seldom used, two people who are familiar with it can scan the QR code of the red envelope for each other, and then scan the payment code for each other again (only the applied merchant can pay), so as to successfully complete the red envelope cashing.
advanced gameplay: set up two Alipay accounts, play left and right hand-to-hand, and cash out without principal every day.
Advanced gameplay: You are a online celebrity, and there are millions of large fans in Weibo. Sell them cute, sprinkle them with a charm, and then give them an Alipay red envelope, which not only gives the fans compound interest, but also brings them a considerable income. Why not?
AliPay has made great efforts to promote mobile payment, which not only benefits consumers, but also benefits businesses. It is definitely more affordable and convincing than advertising directly.
So what are the details of this?
But there is a core question to be clarified. Where did all the deducted red envelopes, the encouragement red envelopes and the money you paid go for the time being?
AliPay, right? So, this process is just that some numbers are hung in different people's names. AliPay assigns a part of the money originally used for advertising to the names of tens of millions of users. What happened during this period? Both consumers and businesses are unconsciously advertising for Alipay.
One more thing, this is more important than the above. A transaction that you originally wanted to pay by WeChat has been quietly switched to Alipay, and it is very likely that you brought more than several times of unplanned consumption funds for Alipay in order to use this red envelope that is less than that of 1 yuan.
more importantly, the "unplanned funds" brought by such a huge user group may change the payment habits of users to a certain extent, and bring considerable "unplanned cash flow" to Alipay, so the daily interest generated by such huge "unplanned cash flow" is also a considerable amount.
Summary:
That is to say, to a certain extent, Alipay's money has not been left on other platforms, including the red envelopes it used to pay consumers and businesses. At the same time, Alipay diverted a large part of the funds that should have flowed to the WeChat platform in this activity. It's like a lake, where the water is constantly circulating itself. This activity is equivalent to introducing a new river.
why is mobile payment so important to Ali and Tencent?
to make it clear why AliPay has made great efforts to promote red envelopes, it is necessary to understand why mobile payment is so important. At the beginning, Didi and Express subsidies fought so fiercely to grab the entrance of mobile payment, and it was only an entrance at the expense of billions of yuan, which shows the importance of mobile payment entrance and its future market. So why is mobile important?
1. how big is the mobile payment market?
according to the data of the central bank, in the third quarter of 217, banking financial institutions handled 38.135 billion electronic payment transactions, amounting to 523.47 trillion yuan. Among them, there were 12.87 billion online payment services, amounting to 439.89 trillion yuan, up by 4.14% and 1.37% respectively. There were 9.722 billion mobile payment services, amounting to 49.26 trillion yuan, up by 46.65% and 39.42% respectively. There were 41,89, telephone payment services, amounting to 2.16 trillion yuan, down 55.89% and 61.98% respectively.
in the third quarter, non-bank payment institutions handled 1,77.833 billion online payment services, amounting to 38.98 trillion yuan, up 76.78% and 47.99% respectively.
(Note: statistical enterprise types do not include banks and League of Nations, but only refer to third-party payment)
From the above data, we can see that the mobile payment business is already a trillion-level huge market, and the growth rate is quite fast, and the basic crushing situation has eroded other electronic payment markets, and the future mobile payment market still has huge market potential to be tapped, and the mobile payment market is at least a trillion-level market.
Summary:
The market for mobile payment is at least 1 billion yuan, and it is still in a period of rapid growth. There is no reason why Tencent and Alipay should not make great efforts to win more market share, and the competition will be extremely fierce. Tencent has the advantage of socializing, and Ali has the advantage of arranging payment in advance and online shopping malls.
2. What is more important behind mobile payment is data
Do you sometimes think that WeChat friends circle advertisements seem to understand you very well? Do you think that Taobao always knows what you are looking for, and all this is behind the calculation of massive user data? Why Google must launch Android system is because mobile network can provide more accurate user data, which is also the direction of Internet development. If you master users, you will master many possibilities in the future. Science and technology are people-oriented and sincere!
accurate user data is the sword of marketing
even with artificial intelligence, when describing an unknown thing, you still need a lot of data as an aid. Through a large number of accurate user data, we can know a person's consumption ability, consumption habits and hobbies through data analysis. For example, you often send pictures and texts of your travels in your circle of friends, so I can accurately send you a seven-day trip to Europe during the National Day holiday. If you often send pictures of food in a certain area in your circle of friends, then I can push them to the food shops near you.
actually, in the field of operation, it is very important to describe the user portrait! No user portrait, let alone precision marketing! The user's age, gender, place of work, place of residence, commonly used apps and living time can all be used as a dimension to describe the user.
if you assist artificial intelligence later, do you think you can provide one-on-one VIP service for one person! Let's imagine, through a lot of data, big data to analyze where you like to eat the kind of seafood dinner, then you come to our "smart restaurant", needless to say, the mobile phone locates you in advance, you just entered the store, and the personalized menu we provided is 9% in line with your appetite, and your favorite seafood has been transported from the nearest warehouse to the kitchen by express delivery. Please turn on your mobile phone to see the American TV series, Korean TV series and Japanese TV series recommended by the system.
The effect of huge users is far beyond your imagination.
We often ignore the effect brought by huge user groups. Let's say Taobao Double Eleven. Why encourage users to put the things they want to buy in the shopping cart in advance? When you put the goods in the shopping cart, the huge logistics computing system has already started to calculate the best way to transport these items that have been put in the car buying team.
Take my medical field as an example. If the number of patients exceeds one million, do you think I can customize a large number of orphan drugs to treat this disease for a certain seemingly small group of people and pharmaceutical companies?
Why are Tencent and Ali behind the last two companies that enjoy bicycles? Because mobile payment and bicycle enjoyment provide a large amount of accurate user data, although it has not yet achieved profitability.
Summary:
Massive users and the user data behind them are the most valuable assets. Don't use billions to measure these, because these users continue to generate value, and the initial investment may be only billions, but the value generated in the later period is dozens of times that of the initial investment.
the next battleground for mobile payment-new retail
Here is a recent news: Tencent plans to acquire 5% shares of Yonghui Supermarket. Remember that any merger and acquisition of shares has its meaning behind it, and there must be those interests.
On the evening of December 11th, Yonghui Supermarket announced that Tencent intends to transfer 5% of the company's shares by agreement, and the details of the share transfer will be determined by both parties through further negotiation and signing a formal share transfer agreement. Tencent's shareholding in Yonghui Super Species helped JD.COM's relevant personnel to pull strings, and Tencent took another step in the field of e-commerce, joining hands with JD.COM to fight against Ali's new retail. At the same time, JD.COM Xiansheng and Yonghui Superspecies are developing 2B-end business at the same time.
217 is regarded as the "first year of new retail" by the industry. On the new retail track, Alibaba's layout is earlier and more comprehensive than Tencent's, so Tencent will definitely catch up in this respect.
There is an episode here. Last month, a salesman from JD.COM came to our company to install a "convenient shelf" and a hot drink machine, that is, JD.COM installed a shelf and a hot drink machine in our company to change goods and drinks regularly. If we have demand, we can directly scan the code to get the goods, which is very convenient. If, after a period of time, JD.COM knows about our consumption tendency and eating habits, and the goods we often exchange are our favorite goods, do you think its sales will increase significantly?
Summary:
In p>218, in the field of mobile payment, Tencent, JD.COM and Alibaba will continue to smoke, and new retail models will continue to emerge, so we will wait and see. In fact, from a global perspective, the layout of the retail industry has three points:
Making the business closer to consumers' lives, but you can't see those multinational companies, many of which are closely related to life, such as Wal-Mart, Procter & Gamble, Unilever, Monsanto and COFCO.
the retail industry can better promote the offline expansion of mobile payment and make mobile payment completely life-oriented.
when an enterprise is closely related to all aspects of your life, it actually becomes your "just need" to some extent.