Have you been screened by Alipay's red envelope picture recently? Have you been bombed by Alipay's red envelope pictures? Have you ever been given an Alipay red envelope by an enthusiastic shopkeeper? If so, you should read this article.
Briefly talk about the Alipay red envelope that has been particularly popular recently.
Recently, the Alipay red envelope activity became a hit. Friends circle and WeChat group are both people who send QR code red packets. Even if you go to a roadside stall to buy things and eat at a fast food restaurant near the company, the boss will enthusiastically take the initiative to let you scan the code and get a red envelope. You think the boss is not very good, and at the same time, you think the boss Ma is very clever and sent all the money home.
Oh, great! It is the QR code below. You can get a random red envelope by sweeping, and your consumption will be reduced. The person who sends you the QR code will get the corresponding encouragement red envelope.
Alipay red envelope game
I spent a little time thinking about how to play Alipay red envelopes today.
Basic gameplay: Alipay gets the QR code of the red envelope and shares it. Others get random red envelopes after scanning, and then pay the corresponding deduction amount for consumption. At the same time, people who share QR codes get the same amount of encouragement from the corresponding red envelopes. Today, I am very lucky. Someone scanned my QR code, and it was a big red envelope.
Primary gameplay: If you seldom use mobile payment, two familiar people can scan the QR code of the red envelope, and then scan the other party's payment code (only the applicant can pay) to successfully complete the redemption of the red envelope.
Advanced gameplay: get two Alipay accounts, play with both hands, and withdraw cash without principal every day.
Advanced gameplay: You are an online celebrity, and there are millions of big fans in Weibo. Sell them cute, sprinkle them with a spell, and then send them an Alipay red envelope, which not only gives fans compound interest, but also gives them a considerable income. Why not?
Alipay also vigorously promotes mobile payment, which benefits not only consumers but also businesses. It is definitely more affordable and convincing than direct advertising.
So, what are the details that are extremely scary?
However, there is a core issue that needs to be clarified. All the red envelopes that were deducted and the red envelopes that were encouraged, where did the money you paid temporarily flow into?
Alipay, right? Therefore, this process is just some numbers hanging in different people's names. Alipay put part of the money originally used for advertising in the names of tens of millions of users. What happened in the meantime? Both consumers and businesses are tirelessly advertising Alipay unconsciously.
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. It is very likely that you brought several times of unplanned consumption funds to Alipay in order to use this red envelope of less than 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 a huge "unplanned cash flow" is also a considerable amount.
Summary:
In other words, to a certain extent, Alipay's money did not stay on other platforms, including the red envelopes it used to pay consumers and businesses. At the same time, Alipay distributed a large part of the funds that should have flowed to the WeChat platform in this activity. It's like a lake, in which the water keeps circulating itself. This activity is equivalent to introducing a new river.
Why is mobile payment so important to Ali and Tencent?
In order to understand why Alipay has made great efforts to promote red envelopes, we must understand why mobile payment is so important. At the beginning, Didi and Express subsidies were so fierce in order to grab the entrance of mobile payment, and they did not hesitate to invest billions of dollars for an entrance, which shows the importance of mobile payment entrance and its future market. So why is it important to move?
1. How big is the mobile payment market?
According to the data of the central bank, in the third quarter of 20 17, banking financial institutions handled 3,865,438+35 million electronic payment transactions, amounting to 523.47 trillion yuan. Among them, online payment business12.087 billion transactions, amounting to 439.89 trillion yuan, increased by 4. 14% and 1.37% respectively. There were 9.722 billion mobile payment services, amounting to 49.26 trillion yuan, up 46.65% and 39.42% respectively. There were 410.89 million telephone payment services, with an amount of 210.6 trillion yuan, down by 55.89% and 610.98% respectively.
In the third quarter, non-bank payment institutions handled online payment services 1077833 billion, amounting to 38.98 trillion yuan, up 76.78% and 47.99% respectively.
(Note: The statistical enterprise types do not include banks and League of Nations, but only refer to third-party payment)
As can be seen from the above data, the mobile payment service is already a trillion-dollar market, and the growth rate is quite fast. The basic crushing situation has eroded other electronic payment markets, and there is still huge market potential in the future mobile payment market. The mobile payment market is at least a trillion-dollar market.
Summary:
The mobile payment market is at least 1000 billion yuan, and it is still in a period of rapid growth. Tencent and Alipay have no reason not to make great efforts to win more market share, and the competition will be extremely fierce. Tencent has the advantage of socialization, and Ali has the advantage of arranging payment and online shopping malls in advance.
2. What is more important behind mobile payment is data.
Do you sometimes feel that WeChat friends circle advertisements seem to understand you very well? You think Taobao always knows what you are looking for, and behind all this is the result of massive user data calculation. Why Google must launch the Android system is because the mobile network can provide more accurate user data, which is also the development direction of the Internet. After mastering the user, 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 artificial intelligence still needs a lot of data as an aid when describing an unknown thing. Through a large number of accurate user data, we can understand a person's consumption ability, consumption habits and hobbies through data analysis. For example, if you often send pictures and words of your travels in your circle of friends, then 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 store near you.
In fact, in the field of operation, the description of user portraits is very important! There is no user portrait, let alone precise marketing! The user's age, gender, work place, residence, commonly used apps and residence time can all be used as dimensions to describe the user.
If you assist artificial intelligence later, do you think you can provide one-on-one VIP service? Let's imagine, through a lot of data, big data to analyze where you like to eat the kind of seafood dinner, and then you come to our "smart restaurant". Needless to say, the mobile phone locates you in advance, and you just entered the store. The personalized menu we provide is 90% to your appetite, and your favorite seafood has been delivered to the kitchen from the nearest warehouse by express delivery. Please turn on your mobile phone to watch American, Korean and Japanese dramas recommended by the system.
The impact of huge users is far greater than you think.
We often ignore the role brought by the huge user groups, such as Taobao Double Eleven. Why do we encourage users to put what they want to buy in the shopping cart in advance? When you put the goods into the shopping cart, the huge logistics computing system has begun to calculate the best way to transport these items that have been placed 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 for a seemingly small group and pharmaceutical companies to treat this disease?
Why are Tencent and Ali the gold owners behind the last two bicycle companies? Because mobile payment and * * * enjoy bicycles provide massive and accurate user data, although it has not yet achieved profitability at this stage.
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 a billion, and the value generated in the later period is dozens of times that of the previous investment.
New Retail —— The Next Battlefield of Mobile Payment
The following is a recent news: Tencent plans to acquire a 5% stake in Yonghui Supermarket. Remember that any acquisition of shares has its meaning behind it, and there must be those benefits.
On the evening of 65438+February 1 1, Yonghui Supermarket announced that Tencent intends to acquire 5% of the company's shares through agreement transfer. The details of the share transfer will be determined by both parties after further consultation and signing a formal share transfer agreement. Tencent's shareholding in Yonghui Super Species helped JD.COM. COM, and Tencent has taken another step in the field of e-commerce, joining hands with JD.COM to fight against Ali's new retail. At the same time, Mr. JD.COM and Yonghui Superspecies are developing 2B-side business at the same time.
20 17 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's an episode here. Last month, a salesman from JD.COM came to our company to install a "convenience shelf" and a hot drink machine. It was JD.COM who installed shelves and hot drinks machines in our company and changed goods and drinks regularly. If we have demand, we can directly scan the code to pick up the goods, which is very convenient. If, after a period of time, JD.COM knows our consumption tendency and eating habits, and the goods we often exchange are all our favorite goods, do you think its sales will increase significantly?
Summary:
20 18 In the field of mobile payment, Tencent, JD.COM and Alibaba will continue to be filled with smoke, and new models will emerge in the new retail field. We will wait and see. In fact, from a global perspective, the layout of the retail industry has three points:
To make business closer to consumers' lives, 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 fully live.
When an enterprise is closely related to all aspects of your life, it actually becomes your "just need" to some extent.