Pay against socializing, who will be the main mobile trader in the future?

Contributing writer Shibin

The author has always believed that the micro-letter to the trust of too much unrealistic hope, but also wrong to see the exchanges as the main weapon against the micro-letter. Ali recently announced the establishment of Ant Golden Service Group, to cloud computing, large data technology and credit system as a support, is gradually set up including Alipay, Alipay Wallet, balance treasure, recruit treasure, ant small loan and the construction of the network bank and other brands, such as the mobile ecosystem. At this point, we are gradually clear in the field of O2O and even the entire mobile electric business, the ant Golden Suit is Ali against Tencent's main weapon.

Pay cut to social cut

In the electric business, micro-letter is placed high hopes, all rely on the huge flow of micro-letter, especially the micro-letter friend ring hundreds of millions of per day traffic is to make countless envious practitioners. However, when studying the micro-credit flow, it just ignores whether the social traffic is really the electric quotient gene. For the electric business enterprise, its need is not only the flow itself, more or need to have the flow of shopping genes. For users, micro-trust is more of a social tool to play a role, to bring up the micro-letter, the user first thought of social communication rather than the electricity quotient, also because of this, countless businesses using micro-credit public platform to try to enter the field of mobile electricity, but most of the dead.

and contrast Taobao, the user Taobao's purpose is very clear-shopping, so over the flow of the shopping conversion rate is very high, with accurate electrical business flow may be the real key to win mobile power.

The ant selection will pay as the main point of entry for mobile operators, but also trying to pay to attract more with the flow of shopping genes, after all, all electric dealers ultimately to pay as the end of the behavior. Next can be foreseen is that there will be a lot of merchants choose to cooperate with Alipay, in the red envelopes and coupons to carry out in-depth cooperation, which also uncovered Alipay and micro-letter in mobile competition in the new situation.

preemption Offline Channel

Although each family's understanding of O2O is different, but one thing has been recognized in the industry, that is, offline channel is the key to the whole O2O.

This summer, the author to Qingdao, has found that Alipay in Qingdao with the largest local convenience store friends to cooperate, consumers in the shop can be paid directly through the Alipay payment, and then Alipay has begun in Beijing with good neighbors and other convenience store cooperation. Users at the cashier only need to open the payment code, merchants sweep the code machine directly scan can complete the entire payment process, convenient and simple. Through this means of payment, Alipay to the fastest speed to seize the line of business channels, after all, compared to online resources, offline resources are extremely scarce. After seizing resources, there is a possibility of war in O2O.

Micro-letter payment of course also not to be outdone, the introduction of "swipe card" function, aimed at offline channel contention. But there are many weaknesses in the micro-credit purse compared with Alipay. If the micro-letter wallet, although the binding of nearly 200 million of the bank card, but because the entire micro-trust business ecological immaturity, resulting in the majority of users still take the micro-letter wallet as a tool to rob red envelopes, through micro-letter shopping a small proportion. And Alipay has become a network of people to buy the necessary tools, many years of operation also makes it in security to give users adequate protection, but also because of this, Alipay online channel layout to have enough success.

Offline channel is related to whether the two sides in the field of mobile electricity can break through the existing situation, and only online channels to establish a smooth relationship, the future of the mobile electric business layout will have enough imagination.

Electronic trader Data vs. Social data

Alipay is the electronic business ecosystem which takes the payment as the cut-in point, but the micro-letter is the electric quotient ecological circle which takes social as the cut-in point, which also shows the two sides ' tilt to the data in the mobile age.

For the electric business industry, the user's interests and hobbies such as social data is important, through these data can also be more clear analysis of the user's interest map to facilitate the user to recommend the most suitable products. However, it should be noted that the user's interests are largely not equivalent to the shopping trend. For example, I usually love to see mahogany furniture related knowledge, only from the interests of the data seems to be able to determine the author may be mahogany furniture potential buyers, but if pushed to the author related product information, I believe that the basic is useless, because the bag is shy can not afford expensive mahogany furniture. This tells us that in the era of mobile electricity, pure interest data is very difficult to reflect the user's purchase needs, so, in the era of mobile electricity, we are not only interested in data, but also have shopping data.

The so-called shopping data, that is, users in the process of shopping browsing habits, as well as the price of products sold, quality and other information, which is really able to reflect whether the user is a product potential customers important indicators. Therefore, the author believes that in the field of electrical business, we should not only be based on social user interest data, more time to start from purchasing power, take the purchase of data as the main entry point, supplemented by social data strategy.

From this, Alipay and micro-letter in the field of mobile electric business in the contest.

Through the above analysis, we can not be difficult to conclude that Alipay next will become Ali in the field of mobile power to intercept the micro-letter important tool. But for the micro-letter, the most important thing is not the market competition, but as soon as possible to build a stable and healthy electric business ecology. With ecology the next thing is possible, otherwise everything is a mirage.