China Post Transformation mobile payment market to kill the trail

According to the latest news, China Post will invest 100 million yuan to set up an electronic payment service base, exerting a mobile internet payment, the PBC Chongqing Management Department has accepted the application. China Post's application for the payment business type of "internet payment" and "mobile phone payment", business coverage for the whole country.

However, China Post's turn, looks more like is by the Internet enterprise to push. Admission at this time, the prospects may not be optimistic.

The news has aroused extensive discussion in the industry. As we all know, since May 26, 2011 The central bank issued the first batch of third-party licences so far, more than 250 companies have obtained third-party payment licences. Among them, Alipay, UnionPay, Tenpay the big Three and almost occupy the majority of the market share, the other companies are also very fierce competition. What does China post do in a fully competitive market? Time, 3 years late; Technically, there is a gap between the current mobile-payment giants and the service attitude and quality of China's postal service has been questioned by the public. People and the same as not accounted for, the media basically also see decline in the majority. Most people think that China post this move is more because the main business growth rate is far below the market growth of passive follow, it is difficult to obtain large market share.

Danan said: If you go to the mainstream market and the existing giants grappling, to China Post's mobile payment is indeed a dead alley. But China's third-party payment market is far from fully saturated and the pattern is fixed. From the 2013 data, the overall size of third-party payments is still booming, and this year's growth will be much higher. Third party payment service form, technology development is also changing rapidly, there are new payment mode to launch the market. In a rapidly changing market, if China Post can combine its own business advantages, it is not possible to come out of a unique road to success. The road that belongs to China Post is not in the big cities such as the north, but in the countryside, the main reasons are as follows:

The traditional positions are reaching saturation

Mobile payment needs to rely on specific consumer scenarios to occur, so often with the electric business, logistics close combination. In the one or two-line city, electricity business has become saturated, and so is its derivative mobile payment market. How to find new market growth point is all the big giants are thinking things, and the past is always overlooked three to six line city is gradually entering people's vision, its enormous potential also let countless people began to move.

From the size of the population, three to six lines of urban and rural population reached 900 million people, in the proportion of the population of China occupies a high share. With the development of China's Internet infrastructure and logistics, these people have gradually become the new power of electricity business consumption. From the end of last year to March this year, Jing Dong in more than 100 towns nationwide brush 8000 painting wall ads, and also bought a caravan in the country more than 100 towns to promote. At the same time, Ali group in July held the first County Magistrate Congress, attracted more than 100 county magistrate, secretary to learn E-commerce. The two major means are different, the purpose is similar to show: in the mainstream market after years of fighting, growth has slowed down greatly, the pattern is also basically determined that the future direction should be in the countryside.

And E-commerce, consumption is closely related to the mobile payment market is similar. Several big giants have worked in the one or two-line city for years, and have dared to break the money. Just for the concept of mobile payment to launch, drop a taxi and a quick taxi can be millions of a day to smash out, behind it is Alipay and micro-letter pay two big giants in the dark bucket.

So China Post wants to kill a way out of the mobile payment market, and it must not start to move in the enemy's hinterland, so it will only die quickly.

The countryside is a virgin land.

In order to get the actual situation of e-commerce in China's rural areas, Danan in Guangdong region visited more than 20 different counties and cities of the township, understand the basic situation as follows:

1, the understanding of E-commerce and the degree of mastery

Most people know that Taobao, relatively few people know Jingdong, when. However, most people do not know how to buy things online, and do not have their own Alipay account. Only a few people with a higher level of literacy can complete the whole operation of buying things from the internet independently.

From this in the countryside also derived a business called "Taobao shopping Shop", this shop is for many people in the countryside to see things cheap online and do not know how to buy the status quo and the introduction of purchasing services. At the same time, the general also launched such as Song MP3 download, film downloads and other services, but also from the side of the mainstream of the rural people to understand the Internet.

2, logistics generally underdeveloped

In more than 20 villages visited, only 2 Fu Township has shun Fung's delivery and delivery points, the rest of some of the courier service points, other courier company's service point has not been found. However, all villages and towns have the service point of China Post.

3, very eager to buy things from the Internet

Rural goods are still scarce, want to buy some more trendy products very difficult. During the visit, Danan also communicated with many villagers, most of them know they can buy things online now, but they can't do it for a few reasons: the main reason is because it is remote, most of the express is not able to buy, the second is because do not know how to pay, often can only buy some support goods to pay the product.

Rural E-commerce market, in fact, far from the extent of the outbreak, logistics, payment means and other factors to limit the outbreak. At this point, if a company can provide a good solution in these areas, it will gain incredible market share. And China Post is undoubtedly the most suitable company to do this thing, but also the most likely to do well in this matter.

After years of hard work, China Post has nearly 60,000 offices, including all over 40,000 in rural areas, and the Postal Savings Bank has close to 40,000 outlets, which is the most extensive and in-depth service network. It can be said that in many remote rural areas, there may be no bank, no courier service points, but it is likely that there are postal outlets.

Relying on these outlets, China Post is a company that is able to do the most in-place education for mobile payment. Many rural people do not have online shopping, or the use of Alipay, is because learning not. Imagine Ali in the countryside to open a service point to teach villagers how Taobao, this is not realistic. But if the postal payment business is launched, relying on its operating point in rural areas to do installation, the use of universal education, combined with the postal service of E-commerce Services or partners E-commerce services, and even to pay electricity, pay cable TV fees and rural residents living closely linked to the business, The explosive power produced is unthinkable.

Therefore, China Post to do mobile payment is not necessarily a dead alley. How to combine oneself advantage, the countryside surrounds the city, come out a unique road is the key. In which, how to provide a simple, user-friendly payment services, in the integration of how to integrate with more electricity and logistics, how to make the rural people can learn and willing to use in the education of popularization is the issue that China Post needs to focus on. As an enterprise within the system, it is not easy for China post to do well in these aspects. The key is to see how the leadership's thinking, the execution level of combat capabilities.