Third-party payment transaction process: The third-party payment mode prevents merchants from seeing customers' credit card information, and at the same time avoids credit card theft caused by repeated public dissemination of credit card information on the network. The general operation mode of third-party payment is: after the buyer purchases the goods, he uses the account provided by the third-party platform to pay for the goods, and after the third party receives the goods kept on his behalf, he informs the seller that the goods have arrived and asks the merchant to deliver the goods; After the buyer confirms the receipt and inspection, he will notify the third party to pay; The third party transfers its funds to the seller's account. The essence of this transaction completion process is an intermediary service model that provides settlement credit guarantee.

1. Consumers must register as Alipay users and keep enough cash in Alipay accounts (which can be realized by online banking recharge);

2. If there is no Alipay account, Alipay currently provides online payment functions for major banks;

3. Shop on Alipay website, choose online payment, and then choose Alipay payment. Alipay will deliver the goods immediately after the payment is successful. After receiving the goods, you need to confirm the receipt on Alipay;

4. After receiving the goods according to the mode of transportation (express delivery, surface mail or EMS) and reaching a certain period of time, if the payment is not confirmed, the payment will be automatically credited to the seller's account;

5, using Alipay to pay, for consumers, there is no need for any handling fee at present. (For non-Taobao transactions, a small handling fee will be charged after exceeding 5,000 yuan per month. )

1. Brand strategy

Since its establishment, Alipay has adopted the strategy of exempting transaction fees and other free services. Its competitive strategy is to adapt new participants to the habits of online trading and online payment, and in 2004, it urged competitors to transfer their experience to our website.

On February 2, 2008, Alipay launched free remittance in different places. No matter whether the transaction is in the same city or in different places, the transaction completed through Alipay will not charge any fees.

At the same time, although it is a free service, it is also committed to providing first-class customer service for its members through the call center. This brand strategy has made great contributions to establishing Alipay's brand.

2. Focus on solving credit problems for users.

After the initial secured transaction, Alipay successively proposed or introduced real-name authentication, digital certificate, payment shield and other measures, and insisted on providing services free of charge. After the number of users exceeded 1 100 million, Alipay upgraded the trust plan they proposed in 2007. The previous proposal is more like the popularization of a concept, and the upgrade at this time makes this trust plan that many people think is empty have practical significance. After setting strict standards and reviewing a large number of merchants, JD.COM Mall, Zuonu,

Four shopping websites, such as Daphne, E Long, Lucerne Digital, etc. 14, were audited, and the first batch of gold logos of "Alipay Trust Merchants" were posted on their websites. At the same time, they announced that in the future, if consumers shop in trusted businesses, Alipay will be liable for compensation in case of fraud. Alipay even began to guarantee many external businesses. Shao Xiaofeng said ".

After more than four years of development, Alipay has accumulated a huge amount of data. In addition to the static information such as business license, business license and commodity authorization, Alipay has a lot of dynamic information generated by businesses, including various transactions and payments, as well as a lot of information exchanged between Alipay and external businesses and external institutions. The combination of three aspects of data provides a foundation for Alipay to build a credit system. In fact, on the basis of these massive data, the reputation of Taobao sellers based on Alipay transaction records has become the most valuable capital of Taobao sellers and the most important reference factor for buyers to make shopping decisions. The seller's credit jointly launched by China Construction Bank and Alipay even regards these massive data as the most important factor in judging credit and deciding loan issuance. Compared with the credit accumulated by traditional bank repayment records, such transaction records are undoubtedly much more detailed and accurate. In the 2008 China Best Business Model Selection, Alipay won the title of Best Business Model. It embodies Zhibao's idea that "a good business model itself has social responsibility, or that social responsibility is integrated into the business model". This strategy has been widely recognized by people and has made great contributions to establishing Alipay's brand.

3. Focus on improving the convenience of third-party payment.

Alipay recently announced that it will join hands with six banks to "break the ice" and purchase large payment services online with credit cards. This is the first time that a third-party payment platform has realized online large-scale payment, but at present, large-scale payment is made by screened high-reputation businesses. For the subsequent "network cashing" problem, Alipay said that at present, every user can see such a prompt when opening Alipay's homepage: "Alipay prohibits credit card cashing and false transactions, and will be punished once found, including but not limited to: restricting collection, freezing accounts, permanently stopping services, and may affect relevant credit records. Although there is suspicion of opening the "convenient door" to cash out, it is believed that the emergence of "online cash out" can be contained because of the credit record cultivated by Alipay and the open policy and corresponding punishment system adopted by Alipay at this stage. The promulgation of this resolution also shows the business philosophy of Alipay. It also pointed out the further development direction of Alipay.

4. Take an open and transparent strategy to eliminate all doubts.

One of the most important development experiences of Alipay, which has been under "shadow supervision" for five years, is to adopt an open and transparent strategy.

In order to reassure all parties and protect themselves. Regardless of peers or regulators, Alipay's most eye-catching and worrying thing is undoubtedly its huge precipitation funds. In order to prove its innocence, Alipay has entrusted ICBC with the third-party custody of its customers in transaction deposits since 2006, and published the custody report online every month.

This trust report, which does not disclose any specific data, is more like a notarial certificate. It aims to prove that the funds paid by customers for the transaction are consistent with the deposited funds in the Alipay account entrusted by the bank, thus indicating that the deposited funds in the secured transaction caused by "time difference" are not regarded as "financing" by Alipay and used for other purposes.

This open and transparent strategy has eliminated the doubts and disputes of all parties for Alipay. But looking back at this decision, it shows that the relevant legal system in China needs to be improved urgently.