Alipay announced a strategic cooperation agreement with the tree bear network

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On May 20, Alipay announced that it has reached a strategic cooperation agreement with Koala Network to jointly provide commercial offline Wi-Fi products and services to offline businesses. On the same day, customers of Wi-Fi technology equipment provider Shanghai Qibang and Gome, Auto 4S shops held commercial Wi-Fi in Shanghai.

Following 360, Baidu, Xiaomi have introduced routers to seize the living room entrance, commercial Wi-Fi has become a major player for commercial O2O import tool. Last year, millet invested in China's first Wi-Fi operator Mai Wan Di; Tencent's Gao Peng recently launched commercial Wi-Fi products; US Mission Network also laid a lot of Wi-Fi equipment online. The partnership between Ali and kudu, a provider of commercial Wi-Fi technology, is also seen as a move to snatch the O2O portal.

This is a new market. With the arrival of O2O, Big Data, and precise marketing concepts, small and medium-sized businesses have seen an increase in the demand for online and offline businesses, and they need to have their own user data. At present, WeChat and Alipay wallet are considered as two major O2O entrances, but for small and medium-sized businesses, the cost of acquiring traffic and operations is high. Therefore, the strong demand for Wi-Fi may become a new O2O entry.

Qi Xiaomian, chairman of information to accept the 21st Century Economic Reporter interviewed that the current three major operators of commercial Wi-Fi market, the largest player, but the model is mainly based on sales of traffic, the laying of commercial Wi-Fi hot spots Just an additional service, and through such hot Internet, businesses do not get the user data, because these data are deposited in the operator's server.

In this context, commercial Wi-Fi providers such as Chip Info and Koala started to emerge and subverted the traditional carrier model. Their focus is on a complete system of Wi-Fi hotspots, tailoring products to small and mid-size businesses and even malls, enabling businesses to diversify, analyze data and sell accurate marketing.

From the current model point of view, both Alipay and the bear co-operation, or the combination of WeChat information and the state practice, both in the same internal logic.

O2O new entrance

According to Yi Xiaomeng introduction, QiBang information commercial Wi-Fi using cloud platform + hardware device mode, businesses buy Wi-Fi devices provided free of charge to users, user-related data precipitation in the state information cloud platform, the latter by giving The merchant matches an account through which merchants can manage users who have used Wi-Fi.

For users, using commercial Wi-Fi is different from home Wi-Fi. As Xiong Yibin, product manager of Alipay's free Wi-Fi program, considers that sustainable development can not only consider the convenience of users accessing the Internet because merchants provide free Wi -Fi device, must take into account the value and benefits of business. As a result, the cost to users is a step toward increased networking when using commercial Wi-Fi.

Yi Xiaomeng said that the current state information VTache products provide four networking methods, the user opens the free Wi-Fi business, you need to open a page, select the phone number, QQ number, Weibo account and WeChat in one of the ways After the certification before networking. Alipay Wi-Fi connection through the Alipay wallet in the service window, that is, based on the LBS function, once the user to enter a certain area around the merchant, merchants can push the network through the service window prompts, users through the phone number authentication network .

It is on this basis that a commercial value chain is formed. Obviously, users get free Internet access, in terms of businesses, according to Yi Xiaomeng introduction, users enter the phone number through the authentication page, you can see the page on the display of their own ads. "This ad is a merchant using QiBang information provided account autonomy in the background to complete delivery, different from the traditional operator model, businesses do not have the autonomy, but by the operator to focus on procurement of advertising, and use their Wi-Fi businesses not related."

He said another major feature of using cell phone number authentication is the secondary diversion based on LBS. That is, once a user who uses a merchant's Wi-Fi accesses a certain area around for a second time, the merchant may realize that the customer turns into a customer, that is, the user is reminded by text message. At the same time, the customer after leaving the store can also achieve multiple marketing.

The combination with WeChat can be regarded as similar with Alipay wallet mode. It is understood that the user into the store can scan the QR code to become a fan of the business, and then send "Internet" and other keywords, the public account will automatically push a picture, the user can click on the network. Yi Xiaomeng said that it is the most headache problem for many businesses to divert accounts to WeChat public accounts. If this is the case, this problem can be solved. However, unlike the Alipay wallet, WeChat has disabled the public account operator's initiative to push information to specific users. Therefore, when the user enters the business surroundings, it is also difficult to be marketed through the public account.

Xiong Yibin also said in a small salon that merchants have the need to divert microblogging, so using Wi-Fi this tool, you can establish a bridge between service and users through the service window.

Big data development

According to Xiong Yibin, Alipay Wi-Fi services include food, entertainment, movies, KTV, hotels, airports, buses, business offices and so on. Once these areas are introduced into a large user base in the above way, it means that the user's data will precipitate.

For the use of big data, Xiong Yibin and Yi Xiaomeng cite the same example - indoor navigation. Through the LBS function of Wi-Fi, you can collect the user's movement in a mall or a store. Such as Gome, through this track you can see what the user stay in the longest time. Xiong Yibin said Ali and Gordon's cooperation in Wi-Fi can be 3-5 meters of accuracy, but if you use Bluetooth technology, you can accurately to the centimeter level.

Meanwhile, if the user pays through the merchant's Wi-Fi (Alipay Wallet is completed in the service window), the payment transaction record is deposited on the server, thereby portraying the passenger flow and achieving accurate marketing and inventory adjustment.

In the commercial Wi-Fi value chain, Big Data is the operator's greatest value. Xiong Yibin said Alibaba Cloud data, precision advertising system open to businesses, to build a complete universal free WiFi program virtuous cycle of ecology. Yi Xiaomeng said that in the future, the largest value added service of information is also here. Obviously, this part will be paid service.

Hardware and system customization is another profitable point of commercial Wi-Fi, according to Tao Jie, general manager of Qibang Information Products Headquarters, for small businesses, only one device can be, the price of 2,000 yuan. In the current distribution of customers, large chain stores and mall, you can customize the entire system, operating independently, but for small and medium businesses, the more choice to use the state information cloud platform, managed by the account. Currently, Ali's Wi-Fi devices and systems are all free.

Commercial Wi-Fi gradually customized, lightweight. According to Yi Xiaomeng introduction, information products can be achieved quickly set up. For example, in a real estate sales office, a large auto show and business activities, according to specific needs to complete a temporary Wi-Fi hot spots to build, you can use up to cancel. The value is that if participants want to use the free Wi-Fi provided by the organizer, the method of hosting can add fans to their public account through WeChat authentication.

Qipang information technology manager Huang Xiwen said that the current state information provided four authentication landing mode, the customer can freely choose to customize one or more of the needs, and there will be displayed on the page and event-related advertising.

Commercial Wi-Fi concept is gradually landing. Xiong Yi Bin said Alipay free Wi-Fi program a project will be officially launched in June. Qibang information is being tested with Gome, automotive 4S shops and other customers. (Editor Lu Aifang)