Conventional rules seem strong, but once broken, they seem fragile.

Conventional rules seem strong, but once broken, they are fragile. And only by breaking the stale rules can it usher in a new life. Just as QQ breaks the rules of face-to-face social rules, the iphone breaks the physical keyboard, and Taobao breaks retail rules ... Recently, another rule will be broken-micro-letter cancellation of the original micro-letter to pay the required margin.

For the payment industry and the electricity business, margin is a word that can not be avoided. Everyone seems to agree that it is the industry's established rule to pay the bond, as if it should. But the invariable rhythm finally plays the different melody, whether will produce the chain reaction, finally lets the entire industry evolve to the new stage?

Cancel the deposit! Micro-letter brew to pay the storm

In the previous, micro-letter requirements, the application for a letter to pay for all categories of businesses need to pay a deposit of 20,000 yuan. Although the micro-letter has been stressed to accelerate the commercialization of the layout, but 20,000 yuan for many businesses are a modest amount of spending, but also to form a threshold. and its main rival Alipay paid is relatively free, and did not force the merchant to pay the deposit. In such cases, Alipay is still the preferred method of payment for many businesses. Although previously paid treasure cut off the micro-letter interface, but to have taken over the merchant but "mercy." In order to really let the micro-letter payment popular, Tencent finally determined to play a tough battle, first of all, from the margin "axe."

According to reliable sources, the micro-credit payment has been abolished the original 20,000 yuan margin threshold, but the current micro-letter payment officials did not issue a notice on the situation. The official online customer service has "leaked" confirmation of the cancellation of the margin has become the established fact-"in order to provide more users with micro-letter payment electric platform, September 10, 2014 from the public Platform (public number payment), open platform (app payment) to apply for micro-letter payment function, temporary waiver of security deposit." ”

It can be foreseen that, in the micro-letter payment to reduce the threshold, there will be a large number of the original wait-and-see business quickly apply for a letter to pay, the opportunity to settle into micro-letter platform. This means that the micro-letter or will be completely out of the shackles of Alipay, so that micro-letter payment thoroughly superior. In the future, through the expansion of micro-credit payments, micro-letters will be a big step forward on the commercial road. Based on micro-credit O2O will sweep the entire market, especially in the cooperation with Wanda, Baidu key node, micro-letter at this time to cancel the margin just right, to better cooperate with small partners.

Beijing East, Ali, etc. or will follow up the margin will become a synonym for history

The effect of the micro-letter payment cancellation margin will not only pay the pattern of the industry, or will affect the entire electrical industry pattern. Because of the micro-letter platform of the merchant itself does not need to pay any fees, but the letter to pay the payment of 20,000 yuan deposit. Now the micro-letter to pay off the margin, coupled with the impact of the platform itself, will be more and more businesses settled in, and then attract more users in the micro-trust platform for mobile shopping, thus forming a complete ecological closed loop. In the micro-letter strong attack, Ali, Jingdong, suning and other traditional electric dealers may be changed.

In the past, Beijing east, Ali to the merchant to charge high margin. For example, Beijing east to charge about 10000-100000 yuan of margin, settled businesses to pay 6000 yuan for the platform to use fees, so many businesses miserable; Taobao is to collect cancellation margin, the price is the minimum of 1000 yuan, others can be defined within the scope of Taobao custom, the days of the cat margin is 10000- 50000 yuan, Suning easy to buy sports outdoor category to pay a margin of 10000 yuan ...

The Electric business platform lets the settled merchant to pay the deposit, is the control merchant's various behavior. Although this to a certain extent to avoid the emergence of fake, inferior goods, but also to avoid a lot of problems, but this is undoubtedly a certain constraint on the business, the entire electricity market is unfavourable, not in line with the trend of the times. With the micro-letter first step to cancel the margin, Jingdong, Ali and other electric dealers or will follow up. As a result, the margin will become a synonym for history, as a memory of the development period of the electricity dealers.

To break the established rules.

The cancellation of the margin has, to some extent, breached the established rules of the electricity trader, which appears to have lost a lot of margin revenue, but will in fact win more merchants ' favor, thus making the micro-credit platform more prosperous. And the significance of the cancellation of margin is not only here, but also between the platform and Business trust between the increase. It is no longer because of the difference in interest points, become an absolute hostile camp. Cancellation of margin, platform and business can "animosity", can run the goal of common profit forward.

This may mean that the electricity quotient has entered another level. Over the next time, more rules will be broken and the electricity business will enter a new phase. That would be a freer, looser and more harmonious environment, and consumers ' enthusiasm for online shopping would be further enhanced.

Text/Constantine