Does payment really become a O2O entry level service in the present?

Too many products in vain to become O2O entrance, from the pure tools of commercial WiFi, two-dimensional code, to the independent service category of payment, navigation, and even the integration of service-class experience shop, convenience store, all hope that they are the largest line of O2O flow source.

In which, payment is the most popular area of speculation, on the one hand, online payment is the inevitable link of the electric industry chain, along with the development of the retail sales of the online payment has been greatly improved, in the process of the transfer of the payment link to the offline nature. On the other hand, in the traditional industry transformation, the cashier has become the main platform of data flow and capital flow convergence, and the payment has become the focus of the system service provider, and its data value is immeasurable.

So, does payment really become a O2O entry service in the present? Product Network partner Pakistan People believe that online payment in this field it is still too early to become the O2O entrance, whether the Giants, or small and medium-sized entrepreneurs are more in the future layout, but for practitioners, for online pay a high degree of concern is very necessary. The reasons are as follows. Some of the views in the recent O2O of Ali products to the establishment of the elite Exchange ceremony, also received the support of the guests.

1, the Giants very hard, but offline mobile payment ratio is still a mishap

Ali Tencent borrow a taxi app layout offline payment to cultivate user habits is already known, but is this method really effective? In fact, the number of people using Alipay and micro-letters has fallen sharply since the subsidy was dropped or even canceled, according to a man who told the Palestinians. Fell to about 50%. Since then, Alipay because of its product attributes relatively independent, coupled with the previous education market for a long time, some drivers in the case of not using a taxi app, still encourage users to use Alipay payment. But the ratio of micro-credit payments at this level is relatively limited. Of course, although Alipay currently has a slight upper hand, two of the offline cultivation now appears to be just 9 cattle and 1 cents.

Even so in the heavily-trained taxi app market, in more consumer areas is bleak, the Pakistani people have been to open Alipay, micro-letter payment of restaurants and retail enterprises, the majority of consumers remain in the cash or credit card level, the attempt to use mobile payment products, the proportion of users recommended by the salesperson is still below 10%. It can be said that, from the current point of view, the entire offline consumer market has not formed a mobile consumption habits, education market work is still to be carried out.

2, independent to become a portal is not likely to rely on more services

On the one hand, the payment product itself must integrate more services, data interfaces will be more meaningful. The mobile payment product is still a tool category in nature. Its product attributes relatively single, at present, Ali and Tencent in the payment level are more or less integrated into other services, such as micro-letter payment itself grafted in social products, but also the integration of the card package, payment and other payment after the market services. and Alipay in the market after the payment of better, relatively independent product integration of a large number of consumer services products. It can be said that relative to the payment itself, the payment behind the service and data plus is far greater than an independent payment product.

On the other hand, the payment itself needs consumption pull, Alipay's flow from the Alibaba products, then transplanted to the offline, still need similar power. In fact, the Giants are well aware that independent payment products are difficult to survive, Alipay's initial users and traffic from Taobao, the cat, micro-letter payments from the flow of the network with Tencent Social products and a small number of electrical products. Dependence on related services, relying on the source of traffic has become the biggest feature of the payment products, but also one of the barriers to the development of the industry.

3, the giant under the scale to pay products to the landing more difficult

At present, Alipay and micro-credit payment is still pure online products, whether can be grafted to the offline consumer market still need to observe. Alipay Way is through the business channel and other Third-party service providers to promote, at the same time grafting hardware products under the line. At the same time with the former under the tree Bear wifi bundle extension.

From the layout of the O2O enterprise we can see that, and online domination of the Internet traffic is the logic of the dominant industry, traditional online traffic advantage is difficult to traction to the offline. Baidu is to do the flow of business started, but the huge flow has become the burden of its landing, map products can achieve landing still to be observed, and we found that in the process of Baidu wallet seems difficult to find traces.

4, consumer behavior changes will take time

Fear and opportunity have always been the same, and user behavior is slowly accepting mobile payments, just as people have previously accepted the credit card without cash payments. After the PC Internet under the care of the start of a successful electrical business after the online payment. In the mobile Internet under the nourishing, the same will be the achievement of the offline mobile payment of the outbreak, the Pakistani people have said in several occasions before, O2O is a typical slow industry, we can hardly users before the speed of PC Internet to measure the progress of the industry. As the age group and mainstream consumer population continue to iterate, mobile payments will be a real outbreak in 5-10 years.

5, O2O entrance will be modular, single product is difficult to dominate

Unlike online Internet traffic, which is relatively single, offline internet because of industry, consumption scene different net angle also have their own differences, for example, ultra retail use of commercial WiFi can be used for indoor positioning, while pushing shopping information to guide consumption, catering field use online predetermined products can advance the user's payment and order, Increase the turnover rate in the shop. In this, payment is a relatively universal user behavior, but is definitely not the only O2O user behavior, as the traditional enterprise and O2O field practitioners how to integrate the payment of peripheral needs is the first to consider.

6, pay the market share one-sided, but still a lot of entrepreneurial opportunities

The PC Internet has created many internet giants, and in the era of mobile O2O still follows the giant effect. Payment field currently Alipay, micro-credit payments at the same time leading the industry, Alipay rely on the advantages of traditional users in a relatively advanced position, micro-letter payment rise late but rely on ticket-grade products still have explosive power, Baidu Purse rely on the online flow advantage is still following, the overall pattern is basically still present with the PC Internet era similar to the oligarchy style. For many paying entrepreneurs, finding a chance to survive in the area of payment may be much easier than a giant product. At the same time, as the Giants ' landing capacity is still limited, gaining online market share does not equal access to the leading position of offline payments, how the giant's vertical ecological slice may also be an opportunity for entrepreneurs.

7. New technology is the biggest variable in payment field

Most of the current payment products are still based on traditional electronic payment habits, and the offline payment technology is basically only a single use of two-dimensional code scanning payment. Since last year, technologies including NFC, fingerprint payments, and face pay have begun to emerge, including mobile phone makers and new technology entrepreneurs. Giants of course also see similar opportunities to use acquisitions or cooperation in the form of mastering the relevant technology for layout. From the current situation, the new technology is not enough to change the current pattern under the background of product monopoly and policy restriction, but it is still the great impetus and variable of the market progress. Worth the attention and layout of entrepreneurs and more practitioners.

In short, mobile payment in the entire O2O industry belongs to the relatively mature field, for the giants of the deep line of education market still takes time, for entrepreneurs, the market gap is still very large, the giant slow to walk in the gap there are still plenty of opportunities to enter. For this industry, opportunities and crises coexist. The Pakistani people will continue to pay attention.