Guan Zhong, General Manager of Alipay Small Program Division
After 1 year public beta, Alipay applet was officially launched. Alipay said that during the public beta, there were over 20,000 applets, with daily activity of 65.438+0.2 billion and 300 million users. High retention and high conversion are the characteristics of Alipay applet. The average 7-day retention rate of these small programs is 29%, and the average transaction conversion rate of aftermarket and other categories exceeds 15%.
Not long ago, Jing Xiandong, CEO of Ant Financial, revealed that Alipay applet is at least one of the most important strategies of Ant Financial in the next three years.
So, what is the relationship between Alipay applet and retail store?
The story of the fruit shop
Alipay applet uses "7 18+X" to summarize its mode, that is, 7 portals, 1 closed loop, 8 capabilities and x scenarios. Alipay hopes to help merchants and developers get online and offline through scene empowerment, activate user assets and realize the integration of marketing services.
The seven portals are scanning, searching, friend tag main portal, payment success page, applet collection, life number and card package. According to the idea of Alipay team, these seven entrances will form a complete closed loop of "service-innovation-retention-promotion".
How to get through online and offline? Alipay tells the story of a fruit shop (of course, it can also be an offline store or a merchant of other formats). After the customer completes the transaction, the fruit shop can display its own applet on the payment success page, and guide the user to pay attention to the collection by paying attention to the coupon. After that, in daily operation, fruit shops can use the news access of life number, the secondary marketing of cards and coupons to stimulate customers to buy again.
Alipay applet opens a variety of capabilities to partners. In addition to the core competencies of Ant Financial, such as Sesame Credit, Fund Management and Financial Services, Ali's eco-business capabilities have also been included in the camp, including positioning, navigation and route planning from Gaode, distribution, traceability and supply chain from rookie and 1688. Among them, statistics show that the sales of merchants accessing flower beds by stages have increased by an average of 23%.
Back to the fruit shop mentioned earlier, Alipay said that it can improve the transaction conversion in at least five aspects: a, access to flower garden payment to attract credit consumption; B, obtain credit withholding and provide scheduled services; C, access to group purchase to realize free time marketing; D, access hummingbird distribution and provide take-away service; E, access card packages and vouchers to realize member marketing.
In addition, Alipay applets can be developed at one time, with multi-terminal exposure and multi-terminal operation. For example, the local service Alipay applet can also appear in Gaode, Word of Mouth and Hungry.
Similarly, taking that fruit shop as an example, in the office scene, the boss can directly enable the Alipay applet in the nail group, so that the subordinates can order their favorite fruits and deliver them to the door; In the navigation scenario, if the user's destination is a fruit shop, when the navigation is over, the store applet can automatically wake up and tell you which fruits are on sale.
According to reports, Alipay has jointly developed a series of small program templates including catering, retail, scenic spots, service reservation, hospital medical care, automobile aftermarket, and urban services. Alipay said that stores can have an Alipay applet as long as they choose components and upload materials. "The whole process is simpler than opening a Taobao shop".
Starbucks and McDonald's are here.
During the public beta, the top three industries of Alipay applet were travel, retail and life service. It can be found that small programs that are closely integrated with payment scenarios grow faster.
For example, two months after Harrow Bicycle started the national credit exemption, daily cycling orders doubled and registered users increased by 70%; * * * Enjoy the charging treasure enterprise street electricity. One year after the launch of Alipay applet, it has accumulated more than 50 million users.
From small startups to internationally renowned companies, consumer brands have their own Alipay applets.
Starbucks launched the Alipay applet "Talk to Stars", and now it has a gift-giving function, so Alipay users can give Starbucks shopping cards to their friends.
McDonald's users can use points to exchange some goods and get them at designated stores. McDonald's has 2,500 stores in Chinese mainland and Hongkong. At present, the "smart restaurant" is being upgraded intensively, and Alipay applet will become an important entrance to the user management system.
Qingdao Yunuo Co., Ltd. is a developer. Nine completely different positioning applets were developed for the pharmacy scene, involving supply chain finance, membership service, O2O mall, payment and other operating chains. In May this year, an Alipay future pharmacy based on Uno applet opened in Zhengzhou, Henan Province. At present, the sales of this pharmacy have increased by 300% year-on-year, and the number of young people buying medicines has also increased by 200%.
It is worth mentioning that offline businesses such as Hungry and Word of Mouth restaurants will also have the opportunity to gain richer online operation positions through Alipay applets. It is reported that such offline programs can help solve the operational problems of catering businesses when they are idle.
In July this year, Alipay and Taobao launched the "Daily Grab" applet on Alipay's homepage. He Yong, general manager of Alipay applet division, said that in the public beta stage, in order to facilitate docking testing, e-commerce and new retail sectors are more brands in the Ali system. "Welcome all e-commerce and retail practitioners to join us in the future."
The applet appears on the Alipay homepage.
In He Yongming's view, service from a commercial perspective is the background color of Alipay applet. Different from the social attributes of WeChat applets, the service capability based on payment scenarios is the core of Alipay applets.
Previously, Alipay applets were only open to enterprise developers. The official team of Alipay revealed that in the next six months, Alipay applets will be gradually opened to individual developers.
Alipay is close to money, and "security" is undoubtedly the bottom line of user experience. Therefore, Jing Xiandong, CEO of Ant Financial, said when communicating with developers: "We must always maintain users' trust in Alipay, so we will formulate a strict access mechanism."
Guo Zhaoxu (Hua Mingjia), the person in charge of Alipay applet operation, told reporters earlier that the quality control of Alipay applet is very strict. In order to let users clearly understand the authorized content, Alipay applets strictly prohibit home screen authorization and can only be enabled in specific application scenarios.
Alipay set up a scientific and technological innovation fund to encourage and incubate Alipay small program eco-entrepreneurs.
Alipay also announced that in the next three years, it will invest 654.38 billion science and technology innovation funds and one-stop cloud services to encourage and incubate Alipay applet eco-entrepreneurs. Renren. com, Cato Borrowing Books and other teams received the first investment from Alipay Science and Technology Innovation Fund.
"The three-year strategy we set is actually the formation of the open platform business model of Ant Financial with small programs as the carrier." He Yong said.