In fact, there is a huge plan behind this. On the surface, it looks like it is giving away 1 billion red envelopes to the public for free, but in fact it is to attract the public to Alipay. In order to get the favor of more people. Many people have Alipay but don't use it often. In this way, users will use Alipay in order to get the 1 billion red envelope. This is a good opportunity to attract users. Although a certain amount of red envelopes have been paid, it is only part of it. If you rely on advertising, the price may be higher than the price of the red envelope, and you may not be able to get a large number of users. This strategy also made more people remember Alipay.
Have you recently been flooded with Alipay red envelope pictures? Have you been bombarded by Alipay red envelope pictures? Have you been sent Alipay red envelopes by enthusiastic store owners? If so, you should read this article.
Let’s briefly talk about Alipay red envelopes, which have been particularly popular recently
In recent times, Alipay red envelope activities have become very popular. Moments and WeChat groups all distribute QR codes for red envelopes. people. Even when you go to a roadside stall to buy something or eat at a fast food restaurant near the company, the boss will enthusiastically ask you to scan the code and get a red envelope. Not only do you feel that the boss is very nice, but at the same time, you feel that Boss Ma is very open-minded and delivers all the money to your home. .
Oh, by the way! This is the QR code below. Scan it and you will get a random red envelope. Your consumption will be reduced or reduced. The person who sent you the QR code will receive the corresponding encouraging red envelope.
How to play Alipay red envelopes
Today I spent some time thinking about how to play Alipay red envelopes.
Basic gameplay: Get a red envelope QR code on Alipay, share it and publish it. Others will 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 will receive the corresponding red envelope and the same amount of encouragement. , I am very lucky today. People who scan my QR code get red envelopes with a large amount.
Basic method: If you rarely use mobile payment, two familiar people can scan each other's red envelope QR code, and then scan each other's payment code again (only the merchant who applied for payment is allowed) to successfully cash out the red envelope.
Advanced gameplay: Get two Alipay accounts, play left and right fighting by yourself, and cash out without any capital every day.
Advanced gameplay: You are an Internet celebrity with millions of fans on Weibo. Be cute and coquettish, and then send an Alipay red envelope. This not only gives compound interest to your fans, but also gives you a new one. It’s a handsome income, so why not do it.
Alipay has also made great efforts to promote mobile payment, which not only benefits consumers but also benefits merchants. It is definitely more affordable and more convincing than direct advertising.
What are the details here that are extremely scary to consider?
But there is a core issue that needs to be clarified here, all the deducted red envelopes and encouraging red envelopes and the part of the money you paid. , where have they flowed into for the time being?
Alipay, right, so this process is just some numbers hanging in the names of different people. Alipay transfers 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 merchants were unknowingly and happily advertising Alipay.
One more thing, this is even more important than the above. For a transaction that you originally wanted to pay with WeChat, you have now quietly switched to Alipay, and it is very likely that in order to use this amount of less than 1 With the red envelope of RMB 10,000, you have brought several times more unplanned consumption funds to Alipay.
An even more important point is that the "unplanned funds" brought by such a large user group are likely to change users' payment habits to a certain extent, and also bring considerable "plans" to Alipay. The interest generated by such a huge "unplanned cash flow" every day is also a considerable amount.
Summary:
In other words, to a certain extent, Alipay’s money is not retained on other platforms, including the red envelopes it uses to pay consumers and merchants. At the same time, Alipay diverted a large portion of the funds that should have flowed to the WeChat platform during this event. It's like a lake, with water constantly circulating inside. This event is equivalent to introducing a new river.
Why is mobile payment so important to Alibaba and Tencent?
To understand clearly why Alipay promotes red envelopes so vigorously, we must understand why mobile payment is so important. The original subsidy war between Didi and Kuaiche was so fierce because they were trying to seize the entrance to mobile payment. They spent dozens of dollars. The investment of 100 million yuan is only for one entrance, which shows the importance of the mobile payment entrance and its future market. So why is mobile important?
1. How big is the mobile payment market?
Data from the central bank show that in the third quarter of 2017, banking financial institutions processed 38.135 billion electronic payment transactions, with an amount of 523.47 trillion yuan. Among them, there were 12.087 billion online payment businesses, with an amount of 439.89 trillion yuan, a year-on-year increase of 4.14% and 1.37% respectively; 9.722 billion mobile payment businesses, with an amount of 49.26 trillion yuan, a year-on-year increase of 46.65% and 39.42% respectively; telephone payment business 4108.90 10,000 transactions, with an amount of 2.16 trillion yuan, a year-on-year decrease of 55.89% and 61.98% respectively.
In the third quarter, non-bank payment institutions processed 1,077.833 billion online payment businesses, with an amount of 38.98 trillion yuan, a year-on-year increase of 76.78% and 47.99% respectively.
(Note: The statistical enterprise types do not include banks and the League of Nations, but only refer to third-party payment)
As can be seen from the above data, the mobile payment business is already a trillion-level business It is a huge market, and it is growing very fast. It is basically overwhelming and cannibalizing other electronic payment markets. Moreover, the future mobile payment market still has huge market potential that can be tapped. The mobile payment market is at least a trillion-level market.
Summary:
The mobile payment market is at least one hundred billion yuan in market space, and it is still in a period of rapid growth. There is no reason for Tencent and Alipay not to make great efforts to strive for more Market share, and competition will be extremely fierce. Tencent has the advantage of social networking, and Alibaba has the advantage of laying out payment and online shopping malls in advance.
2. The more important thing behind mobile payment is data
Do you sometimes feel that WeChat’s Moments ads seem to understand you very well? Do you feel that Taobao always knows what you are looking for? What, behind all this are the results of calculations based on massive user data. Why Google must launch the Android system is because mobile networks can provide more accurate user data, which is also the direction of the development of the Internet. If you master the users, you will master many possibilities in the future. Technology is people-oriented, and I am honest!
Accurate user data is the sword of marketing
Even with artificial intelligence, a large amount of data is still needed to assist when describing an unknown thing. Through a large amount of accurate user data, a person's spending power, consumption habits, interests and hobbies can be known through data analysis. For example: you often post travel pictures and texts in your circle of friends, then I can accurately push 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 ads for food shops nearby.
In fact, in the field of operations, describing user portraits is a very important thing! Without user portraits, don’t talk about 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 artificial intelligence is assisted in the future, do you think it can provide one-on-one VIP service for one person! Let us imagine that through a large amount of data, big data can analyze which type of seafood dinner you like to eat the most. Then you come to our "smart restaurant". Needless to say, the mobile phone locates you in advance and you have just entered the store. Door, 90% of the personalized menus we provide meet your appetite, and your favorite seafood has been transported from the nearest warehouse to the kitchen. You can turn on your mobile phone to check out the American, Korean and Japanese dramas recommended to you by the system. , and after a short wait, the seafood dinner made by the robot that suits your taste will be ready, because everything you have told our system through data.
The impact of a large user base is far beyond your imagination
We often ignore the role of a large user group. Let’s talk about Taobao’s Double Eleven. Why do we encourage users to spend what they want to buy? Things are put into the shopping cart in advance. When you put the goods into the shopping cart, the huge logistics computing system has already begun to calculate the best transportation route for the items that have been placed in the shopping cart.
Take the pharmaceutical industry where I work as an example. If the number of our patients exceeds one million, do you think I can target a group of people who seem to be a minority but have a lot of diseases? How about working with pharmaceutical companies to customize a large number of orphan drugs to treat this disease?
Why are the last two financial backers behind ***bike sharing still Tencent and Alibaba? Because mobile payment and ***bike sharing provide massive and accurate user data, although it has not yet been realized at this stage. profit.
Summary:
A large number of 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 It only costs more than a billion, and the value generated in the later period will be 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% of Yonghui Supermarket’s shares. Remember that any merger, acquisition and shareholding behavior has a meaning behind it, and there must be those benefits.
On the evening of December 11, Yonghui Supermarket issued an announcement that Tencent planned to transfer 5% of the company's shares through an agreement transfer. The specific details of the share transfer will be determined by further negotiation and the signing of a formal share transfer agreement by both parties. Tencent’s investment in Yonghui Super Species has brought together relevant personnel of JD.com. Tencent has made another move in the e-commerce field, joining forces with JD.com to fight against Alibaba’s new retail. At the same time, JD Fresh and Yonghui Super Species are developing 2B business at the same time.
2017 is regarded as the "first year of new retail" by the industry. On the new retail track, Alibaba has an earlier and more comprehensive layout than Tencent, so we will definitely see Tencent in this aspect in the future. of catching up.
Here is an episode. Last month, a salesperson from JD.com came to our company to install "convenient shelves" and hot drink machines. JD.com installed a shelf and hot drink machine in our company, and regularly replaced the goods. with drinks.
If we need it, we can directly scan the code to get the goods, which is very convenient. If after a period of time, JD.com learns about our consumption tendencies and eating habits, and the goods we often exchange are our favorite goods, do you think its sales will increase significantly?
Summary:
Tencent, JD.com and Alibaba will continue to work together in the field of mobile payment in 2018, and new models will continue to emerge in the new retail field. Let’s wait and see. In fact, from a global perspective, the layout of the retail industry has three points:
Bringing business closer to consumers’ lives. Many of those multinational companies are closely related to life, such as Wal-Mart, Procter & Gamble, Unilever, Monsanto, COFCO.
The retail industry can better promote the offline expansion of mobile payment and completely integrate mobile payment into daily life.
When a company is closely related to all aspects of your life, it actually becomes your "rigid need" to some extent.