Connect Everything vs Vertical

Nearly a year ago, the micro-letter red envelopes sweeping mobile social, coupled with the smoke of the war, the myth of micro-letter pay the voice of the stream, and in recent days, the micro-letter team to accept the "financial" interview and had to take the initiative to remove the charm, to reduce the external to the

"Micro-letters pay a year to go Tenpay five years, if we maintain this ideal speed, we will soon be first, but we are not God." ”

At the same time, with the balance treasure and other popular products expended, Alipay Wallet is also widening the moat, its specific performance lies in: When Ali tried to do his best to fight the micro-letter and difficult to defeat, the focus on the professional field of mobile products back to media news to push the lead, a great spark prairie.

At this point, we can also compare, to see the micro-letter payment and Alipay in two different paths, increasingly alienated development.

Connect Everything vs Vertical

Mobile internet has a natural "island" attribute, a demand through an application solution, although tired of fragmentation, but wins in efficiency.

Micro-letter Link all ambition is to borrow by its entrance status, the micro-letter into a universal treasure box, high-frequency social behavior as the cornerstone of information exchange, seamless implantation of all users need-the core and important business, deployed to the micro-letter menu, forced connection, personalized and decentralized business, To the micro-letter public account completed, independent link-jigsaw game to achieve.

However, the product framework of micro-trust is based on information flow, despite its strategic significance, the payment function is still not outstanding in its hierarchy and is susceptible to interference and influence from other messages, unless it is a highly purposeful payment behavior--such as a drop-by-taxi settlement jump--otherwise there is little chance of use. In addition to the bank card directly deposit, micro-credit payment has just been online "change" function, this name is enough to explain the micro-letter team to pay the product's cautious: only "change", not what cool hanging the sky revolutionary financial platform.

Counter-pay treasure purse, it in Ali Group Big open closing period, bear the responsibility of sinking industrial market. If the micro-letter payment of the connection is all trans-business module method, then the Alipay purse to go is the depth of the route, packaging itself into a sophisticated professional payment tool.

On the other hand, the Alipay wallet is pulling surreal planning into the eyes of the user, "Future Bus" (NFC mobile phone card), "Future Hospital" (mobile phone registration, pay) and other projects, are affixed to a specific industry three feet, to provide new and complete solutions to specific users. Therefore, compared to the micro-letter uniform iteration Rhythm (generation of generation of God), Alipay Wallet did not participate in the competition, but focus on the industry round round the momentum, with its own resources to replace the traditional life inertia.

In short, the micro-letter is good at "grab the headlines", any clues can cause the media conjecture, but the concept first, in the landing is a bit weak, with payment to connect consumption also has a lot of optimization and reset space. and Alipay Wallet backed by Ali the new business economy, with the latter's strength in the vertical market penetration, its actual effect may far exceed the topic heat.

Marketing artifact vs Customer group Management

There must be an association between the user and the merchant before fulfilling the payment behavior. So whether it is a micro-letter or Alipay, have chosen to build platforms, respectively, micro-trust public platform and Alipay wallet open platform.

The micro-credit public platform was originally designed to differentiate between users of media properties and users of commercial attributes, the public account system is divided into two categories of subscription number and service number, but the choice of many merchants and two types of account growth differences, this classification is not appropriate: Even after folding processing, and interface permissions far less than the service number, But the subscription number is still stronger than the service number, and with the rise of the third party management system such as Pocket pass, many businesses use the subscription number to do marketing communications, and then through the custom menu will be the user guide back to the platform, nominally although still in the micro-letter to maintain the relationship, but it has been jumped out of the micro-letter payment closed loop.

So, a very interesting phenomenon appeared: one side is the micro-letter team repeatedly stressed that "micro-letter is not a marketing tool", while a large number of public accounts in the "defy" the actual practice of what is called micro-credit marketing. The user determines the form of micro-letter, rather than the contrary, this is the nature of micro-letter growth, but also businesses and users in the long contact between the formation of tacit understanding. Most micro-credit public account marketing will fall on the spread, self-proliferation and sharing of friends, all the purpose is to obtain the user's subscription behavior, and services in the future of the information push program, that is, still is the marketing appeal.

Alipay purse is just on the line called the service window of the product, its design logic and micro-letter public account is very similar, pay treasure wallet users also through the "Attention" button to select merchants to facilitate the operation, such as bank billing inquiries, shopping area online tickets, parking fees, etc. But the Alipay wallet is completely locked out of both social and media functions-not only not good at it, and there are also differences in consideration--so what it's going to do is just "immersive" modeling, where every service window system is an accurate and demand-specific consumer group, Merchants do not need to be clever to read or write articles or stare at the changes in reading, the menu content set up, and to ensure that when the user calls to do timely response, they do their part.

In addition, Alipay wallet also intentionally stressed the difference between the quality of the user, because all the open platform, is to allow a third party to access their own user resources after authorization, but Alipay Wallet open user resources, is a consumer record of the 300 million real-name users (including more than 100 million mobile users), This user's business value and the fund pool is Ali more than 10 years of accumulated income, but also Ali in the mobile payment field is willing to share with the friends of the core assets.

Thus, this is the different advantages of micro-credit payment and Alipay wallet.

The micro-letter broadens, is the marketing imagination space, like UC and so on mobile browser manufacturer advocated for many years of HTML 5 development standard finally or because of micro-letter drive gradually began to popularize the same, the micro-letter is characterized by its fresh play and unpredictability, the media-type micro-letter public accounts are also focusing on their own posture, Let the payment opportunity reach the user as the message is pushed. and Alipay purse optimization, is it to the consumer group carding mode, to pay for the center to build "tool type" entrance, its ultimate goal is to eliminate cash.

Tencent Speed vs Ali Strength

"At war" is not so much a life-and-death battle as the two internet giants are dividing the sphere of influence in traditional industrial change forecasts. Yintai and Ali, Wanda and Tencent (and Baidu), on the surface on both sides of the status as if equal, but in fact, the traditional enterprise if the lack of cooperation of Internet enterprises-whether it is the flow of valve tilt, user data import or brand marriage favored-they are not to play, Internet companies, even if not the traditional enterprise as a springboard, along with market evolution and capital transfer trend, they can also in time window to take over the mess.

Therefore, Ali and Tencent, respectively, Silver Taihe and Wanda reached the olive branch, just choose the icing on the cake, and in turn, Silver Taihe Wanda if still unwilling to actively share the interests of the Internet giants, they will not be able to blink, at least in the direction of industry, they are Lengnuanzizhi, heart.

Cross between the customer and the merchant, grasp the power to pay the settlement, this is the silver Taihe Wanda such commercial real estate, in addition to the financial lifeline of real estate, but in order to attract Ali and Tencent occupation, this part of the power was first let out.

At the same time, the tactics of Ali and Tencent are different in how to mobilize and place the "mobile payment" to the occupying forces.

Tencent is "running", with the fastest speed enclosure. On both sides of the open runway, the identity ID of the user is perfected, on one side is the expansion of the number of merchants, even in the blockbuster such a heavy business, micro-letter payments will not be too much to stay-this is Tencent in an investment limit of only 5 billion yuan in the Wanda electric companies are only willing to share 15% of the reason- All the access parties, as long as to ensure the status of micro-credit payment can be, once the cooperation established, micro-letter immediately began the next round of action, never muddy.

There is a voice, that is, micro-credit payment is to copy Alipay before the treatment of small and medium power site tactics, no matter how complex the backend, in the front-end to create a consistent user perception is the focus. The problem is that Tencent did not let Tenpay come forward (Tenpay provide technical support on the back end), instead of stuffing everything into a social app, the user perception is unified, but the use of the micro-letter itself has been complicated and blurred, even within the Tencent, there are hundreds of projects are lining up to receive a letter, Since then, the faster the micro-letter run, the more test the user's understanding and affordability, and its payment function, in addition to the industry has synchronized the concept of sweeping code, but also the lack of industrial integration of innovation, but was squeezed.

Ali's strategy is to "wring" the business structure of the Co-operative unit with strong will and then set the Alipay on an agenda that cannot be bypassed. Last year, Yintai joined hands with the cat to join the latter's "double 11" activities, and even let Alipay into their own operations, is a very representative case. Ali paid great attention to the investment in the infrastructure of Alipay's wallet, as long as the merchant comes in, will undergo the "internet" baptism, pay the treasure purse to help it build free Wi-Fi set, promote the user (this is the micro-letter also used micro-life project, later declared failure), do user consumption ability analysis, Like the gene transfer experiment, the traditional merchant is gradually transformed into a "future merchant".

The risk of paying the treasure purse for this incremental makeover, is that it needs to pay a heavy cost of persuading the education to negotiate with prudent businessmen, in addition to the cat, Taobao natural flow of the entrance, Ali in the mobile end has not established a flow distribution status-Of course, Tencent also did not, the current strongest flow, or in Baidu there -So, the perfect game is a say, can bring immediate effect is another said, pay treasure purse ballot number, is not clear.

As well as ...

On the same day--August 28--Tencent announced an industry-wide solution called "Micro-Wisdom Life", while Ali was on line with the "Pay treasure wallet open platform", which after a large circle, the trajectory again became coincident.

As for the prospects of the micro-credit payment and Alipay wallet, it is not a proposition that has the same standard and is suitable for judging, because they are being carried out, is the "agent war" of the fight, is supported by the agents (traditional business) between the victory and defeat, will ultimately prove the pros and cons of the operator.