Double 12 rush to conquer the Chinese aunt

"Double 11" of the upsurge has just subsided, "double 12" and hurried to attack, it seems that overnight, Alipay fell on the line stores loyal followers, online shopping revolution in the "Royalist", world-renowned-Chinese mothers.

"A group of middle-aged aunt, gave up the great charm of square dance, hand a smartphone, in the supermarket anxiously waiting for the last ' sweep '." ”

December 12, Alipay United National About 20,000 stores jointly launched the use of Alipay wallet payment that is to enjoy 50 percent discount activities, covering the catering, desserts, bakeries, supermarkets, convenience stores and other daily consumer places.

Pay treasure The move is drunk or not big Uncle aunt, but in training young people offline payment habits. But in the media's flock, the big uncle seems to become a double 12 vanguard. The media decided to go to the supermarket and take a look at the customer's reaction after the event.

After the Passion

15th 3 o'clock in the afternoon, the media visited the vicinity of Zhongguancun near the beauty of the mall found in the store trying to find a double 12 to bring the hot, but perhaps the afternoon, the store is not many customers, the cashier does not appear in the queue.

The media randomly interviewed a middle-aged female customer, Aunt Zhang, who was picking up shampoo before washing the shelves. Aunt Zhang told the media, she through the store's publicity posters learned that the December 12 beauty and pay for the sale of the price of the half-price promotional activities, but because their mobile phone did not open the Internet function, so the day did not participate in the event. When the media asked why did not help the on-site staff to help open, Aunt Zhang smiled and said: "I heard also to go to the bank binding card, open up too troublesome." But she said she would consider paying for the Bora if the activity were to become normal in the future.

In fact, with Aunt Zhang has the same heart of customers, most of them think that one or two times a year of promotional activities is difficult to impress them for this special opening Alipay. This year's 51-year-old Aunt Zhao told the media, just heard that there is this activity, also ask their children to help install the Alipay app, is currently learning to use, but according to her memories of double 12 of the day the mall is very many people, almost usually several times, and the light payment on the film for nearly one hours of the team, Zhao Aunt frankly: "With this ( Payment is good, of course, but if you still have to line one hours of the team, then I certainly do not have to, and finally she did not forget to ridicule: "There is this time I would rather earn more points."

In this view, the Aunt Group does not seem to be the double 12 Alipay main group. The media then randomly visited a few young users and listened to their comments. Mr. Liu 35 years old this year, in the supermarket of the things of the upstairs work, he had heard a double 12 promotional activities, but also specifically to download the Alipay app, waiting for the 12th day to snap. Mr. Liu described the double 12 in the shopping scene, he said that the day to use Alipay payment is indeed a lot of people, but it seems that most of them are almost the same age. When the media asked whether the future will continue to use Alipay to go offline consumption, Mr. Liu smiled and said that will continue to use, in his view with Alipay payment than direct cash more convenient, and he also said the future will use Alipay recharge and so on.

In a brand yogurt shelf before the sales promoter, Mr. Yang told the media, according to its company statistics show that the day of 12th use Alipay to buy the brand products users reached more than 80%, and the day's passenger flow has exceeded the holiday traffic. Mr. Yang said that because of his work, he usually rarely use Alipay online, a limited number of times is also used for quick taxi. Asked if he would use Alipay to take part in such online snapping, Mr Yang said: "I think it depends on the strength of the concession." Like today's 90 percent activities, the intensity of too small passenger flow is significantly less. And there is a frequency problem, for example if our products are always doing promotional activities, customers will also be tired. ”

50 yuan discount for decades of habit

Through Baidu Search "Alipay + aunt" keyword combination, the results show nearly 800 reports. Content for the double 12 day, Big Uncle now learn to pay treasure, many supermarket goods even appear to be snapped scene. Some places even specially for the big uncle to set up "the charge installment pays the treasure" the service.

And the media's findings are not quite the same as previous media reports, in the on-site observation and interview, the media found that the vast majority of the respondents did not participate in the December 12 day of activity, nearly 20 samples, the proportion of up to 75%, of which nearly half of the people said they did not know.

However, another set of survey data, in contrast, of the nearly 30 young customers surveyed, almost all said they knew about the "Alipay" product, while the young customers who knew Alipay's "double 12" activity accounted for about 80%, and were less than 60% of those who knew and used Alipay to attend the event.

The media concluded that the 40-year-old has almost become the natural watershed to pay treasure: young and middle-aged users under the age of 40, through Alipay payment has become a common online shopping channel, and this group to obtain "double 12" information channels mostly from the SNS information sharing, Network activities and advertising as well as Alipay itself information push.

And for middle-aged and older users over 40 years old, especially middle-aged and older users over the age of 50 years old, "Alipay" brand has more than 60% of the cognitive, access to "double 12" information channels are mainly from TV and the city of propaganda posters.

In this respect, Mr Joe, a spokesman for the US, said, "We saw a significant increase in the proportion of new members and young users on the 12 day." "The beauty supermarket cashier also confirmed this statement, she told the media:" Double 12 day line up the queue is particularly long, most of them are young people, the elderly are not many. ”

In fact, in the investigation we found that the example of Aunt Zhao is very representative: "Know this activity, but put a look at the video of things need a son at home to help, even if I installed Alipay, to the supermarket or blind, as a direct payment to the simple." ”

And more aunts, ye have also said another reason: "The price rises badly, 50 yuan although can also buy two Jin ribs, but also have to install software, learn how to use, queue old long team and so on payment, too troublesome." "Decades of habit is not easy to change, Alipay, the young man has used the shuxin updating software for the elderly to learn the cost is too high, even when the payment is only to open Alipay, click" Payment Code ", for the elderly also need to spend some effort.

From this view, "50 yuan capped promotional promotions" does not seem to imagine so attractive to the ladies, and "will not install, installed will not be used, a year to one or two back to install is not worth when" and other reasons that they do not choose to use Alipay pay the main threshold.

Double 12 to double 11, long way.

Does double 12 mean anything? In the first year of the "double 11" of the cat, the question has been raised, and five years later this has been a pseudo proposition. For Ali, the two-12 strategy has two goals: one that promotes and consolidates Taobao's influence, and the cat double 11 legs; second, the cultivation of the offline payment habits-This is also the most important purpose, relatively in the taxi market and micro-letter competition, Alipay for offline shopping payment card position is particularly important, this market imagination more space, and have more mobile payments to new users.

As the first report of the double 12, it is difficult to judge its success, but the problems exposed may also be wealth: Offline payment demand is not flourishing, new user groups are not easy to expand, micro-credit to pay the nature of the absolute volume of the payment scenario brought about by the competition ...

Of course, for the payment itself, the application scenario is critical, and the more payment scenarios, the greater the payment effectiveness. Alipay has to do with Taobao to rely on, resulting in a larger payment base, Tenpay is relying on Tencent, so in the commodity attributes to pay the basis of the competition, the amount of Alipay is much larger than the Tenpay. Of course, with the development of mobile payments, scene payments are increasingly being pushed to important positions, so the amount of payment scenarios directly determines the volume of payments.

Along with the development and extension of micro-letters, it gradually expands from the initial social attributes to the broader scene, and the rapid coverage of 600 million user clients, resulting in the payment scenario is far more than Taobao can bring to the scene of Alipay, this for the micro-letter payment will not only be limited to Ultra, catering, travel areas, And almost has covered all aspects of life, micro-letter This natural attribute for the payment of the scene, to pay Alipay brought great challenges.

Indeed, once a year of activities, whether for the offline vendors or consumers, the long-term form of payment habits are difficult to change; many scenarios support the IT system of mobile payment and other basic design construction is not keep up; The offer strength is insufficient to compensate the user's time cost , low installed capacity and other factors determine the development of the online payment habits and the scene expansion is not a one-time, but a long-term continuous process.

It is pointed out that although the "gathering point" growth that only relies on one promotional activity is unsustainable, changing consumer habits is irreversible. Just as the rapid and drop-by-taxi, and then the fierce competition in the commercial car market, are the mobile internet thinking to the traditional way of travel initiated challenges and changes.