Giant intervention to the two-dimensional code into high-risk industries: small companies are out

Absrtact: Pedestrian in sweep light floor bus station billboard of two-dimensional code, as the key portal of mobile Internet, the current two-dimensional code in the domestic show an explosion of growth. Two-dimensional code has become an important gateway to mobile Internet, the Giants to join the competition, the market pioneer, Xiao Gong

Pedestrian in the "sweep" Light floor bus stop billboard on the two-dimensional code, as a key gateway to the mobile Internet, the current two-dimensional code in the domestic show an explosion of growth.

Two-dimensional code has become an important gateway to mobile Internet, the Giants to join the competition, market pioneers, small companies have "out"

Using a mobile phone camera to shoot a two-dimensional code, there is a new term to define: "Sweep." This small action, but the mobile internet era of the military strategists.

With the outbreak of mobile internet, two-dimensional code this can get through the line, online shopping, mobile payment, electronic ticketing, coupons, etc. provide a convenient entrance of the "small box", more attractive, and attracted the attention of the Giants.

As Tencent CEO Ma said last October, "The future two-dimensional code will also become an important entry point for mobile internet." ”

In two-dimensional code or a blue ocean, the early entrepreneurs courageously jumped into and once enjoyed 80% of the market alone, to today's risk by Tencent, Ali and other giants squeeze under the ring.

When the two-dimensional code becomes mobile interconnection "standard", its market share is also quickly divided--Tencent micro-letter, Ali Alipay, Taobao, as well as the public comments, Palm Baidu has embarked on the "table."

Competition intensified, especially the intervention of several big giants, making two-dimensional code a "high-risk" industry.

"Sweeping" a big break

As the micro-letter launched the two-dimensional code "sweeping", the market pioneers began a "nightmare."

Smart Quick Shoot CEO Pengfei recently more annoying. Since his product "the fast two-dimensional code" before a certain media a "mobile internet extinction list", Pengfei is tired of dealing with friends and family call Greetings, and respond to micro-blog interaction.

Last month, his company just put in a job cut.

Two years ago, the two-dimensional code was far from enough. In an interview with reporters, Pengfei on the prospect of two-dimensional code is palpable. In his depiction, the next subway, restaurant, department store, line to online mode will be a two-dimensional code to subvert.

Now that the application scenario is implemented, the only difference is that it is not he who stands at the peak of the market at a glance at the small mountain giants.

2006, the domestic began to appear two-dimensional code application, but because of the low penetration rate of smartphone, internet tariffs, user habits did not develop, a Lulu will disappear. Hot Again is 2010, the 3G era has come, Pengfei caught up with this second wave.

The peak period of "fast-shot two-dimensional code", accounting for more than 80% of the total market share. Now, optimism is estimated at about 20%-30%. The future conservative figure is unlikely, or will fall to 10% or even 5%.

According to Smart Quick before the staff revealed that the company's marketing department more than 20 people in December 2012 was the whole cut off. The New Year's day before and after, Smart Quick Pat Chief Marketing Officer Zhang He, and design director, technical director and a number of product leaders have also announced their departure.

Pengfei's nightmare began in May 2012, and the micro-letter launched the "sweep" function, trying to use two-dimensional code as the entrance. "Sweep" on the line than "quick shoot" late nearly 1.5, and only as a micro-trust in the middle of the numerous applications of one of the ancillary functions, but enough to stir up the latter's dream.

"Quick clap" of the first advantage in Tencent before become pale, micro-letter two-dimensional code started only 8 months, the market share has rushed over 50%.

"All entrepreneurs have ' Tencent come in to do ' worry, we are not without consideration." "Pengfei explained. He initially thought that Tencent would add two-dimensional code to QQ, not very afraid, until the micro-letter appeared, "combined with micro-letter, the lethality is much greater." ”

Micro Letter Happy Enclosure

Zhangxiaolong that the search box is the PC's Internet portal, and the two-dimensional code is the mobile Internet portal.

In October 2012, Tencent CEO Ma publicly stated at the Mobile Developers Conference that the two-dimensional Code would be an important entry point for mobile internet.

Before the announcement, Zhangxiaolong, the head of the micro-trust, has repeatedly said: "The search box is the PC's Internet portal, the two-dimensional code is the mobile Internet portal." ”

More people are beginning to believe that the potential value of "sweeping" on micro-credit sites may be more than "shaking".

According to the information provided by the micro-letter, the process of two-dimensional code of water test is not a certainty at first. From the original set up a two-dimensional code card to facilitate mutual add friends, to the "sweep" to achieve micro-letter web version of the binding browser, and then to "micro-letter membership card" for businesses to create the entrance to attract customers.

"Micro-letter Membership card" is a two-dimensional code directly driven by the popular application, but also to the two-dimensional code from unfamiliar to familiar, until today, "All over the sky" reasons.

Businesses will be two-dimensional code placed in the shop posters, table stickers, outdoor advertising and other places, consumers open micro-letter "sweep", you can pick up the merchant's membership card. According to the profit model of coupons, channels will be paid through the business advertising fees, member Stoufe, order Commission and other means of return.

Reporter learned that the leading micro-letter two-dimensional code is Tencent's charge "micro-life" project Dai. The internal division of labor shows that Dai is responsible for the commercial operation of micro-letters, Zhangxiaolong continue to focus on the product itself.

As an important part of the future business picture, micro-letter to the small and medium businesses in the horse race enclosure is under way. Close to the micro-letter to reporters, three of people-from Tencent "micro-life" part of Tencent's acquisition from the CRM marketing company through the card, as well as the recruitment of students part-time-is aimed at the north of the big cities such as physical stores, to try to sweep street.

And this, obviously already moved the public comment net cheese.

Giants betting on O2O entrance

The traditional internet "three mountain"-Tencent, Baidu, Ali, has already seen the two-dimensional code as a strategic highland.

Micro-letter "sweep" before the appearance, from the PC Internet to mobile end of the product category, Tencent basically everything complete, only missing the same--nowadays the most popular O2O (online to Offline, offline on the line).

At present, the O2O includes two main entrances, one is the lbs (location-based service) and the second is the two-dimensional code.

As a newborn in the age of mobile interconnection, the birth of O2O makes it possible to transform the line under the wire, and the temptation is the vast market of small and medium-sized shops.

In the light of checks and balances on the micro-letter, the public comments also launched their own two-dimensional code concessions, and follow the footsteps of micro-letter in the mobile side to join the electronic Membership card function.

Public comment on the establishment of nearly 10 years, August 2012 just completed the fourth round of 60 million U.S. dollars financing, still on the way to go on the market run. Into the mobile internet, the homeopathic become O2O leading enterprises. September 2012, the public reviews founder Zhang announced that "the number of users has formed a peer-difficult barrier."

However, this time different from the past, and the public comment on the betting O2O is no longer only pudding, love help, God shake these small companies. Traditional internet "three mountain"-Tencent, Baidu, Ali has been pressed up.

For example, Ali's Alipay combination of two-dimensional code, also released a huge space for imagination. Its latest action is, launched for small businesses, small vendors, taxis sweeping code payments, and even the anniversary of the collection of red envelopes.

Tencent naturally refuses to give up the mobile payment of the cake, has put the word will micro-letter and Tenpay binding.

Tencent also has a similar to Alipay payment business, to get through the micro-letter is logical, but Tenpay's share is small, tied together to run will let micro-trust or redundant, not known. "The industry, who declined to be named, said.

Therefore, in order to keep the mobile Internet portal, each home built fences, the technology is not difficult to common two-dimensional code is not "compatible."

Micro-mail Two-dimensional code, by other app sweep out will only present a Web site, pay treasure Hair code is other sweep is garbled. In the large pool of two-dimensional yards, a closed loop appears.

The brave, such as Tencent, can not be rash to break down the barriers, a mouthful of the whole two-dimensional code into the entrance; Simply running the Third-party tools to the "quick two-dimensional code" by the fence outside the circle, there is no sense of existence.

To do the dirty work, dirty

At present, still struggling small companies have little left, selling equipment, selling equipment, leaving the big companies do not see the dirty work, dirty.

This May, "sweep" just as a subsidiary function in micro-letterhead, Pengfei immediately convened a meeting to study the strategic transformation of the company.

All along, smart quick Shoot the first task is crazy shop code. "Quick shot" wants to make a pure tool. As a tool, you can maximize your value, because once you control the entrance, the enterprise has to surrender to the platform it builds. Now, these jobs are just helping micro-credit educate an early market.

When the micro-mail came in, it was silly to play like this.

"Now we only do the enterprise side, for specific enterprises to do application development." For example, the use of two-dimensional code to verify fresh food, digital products, anti-counterfeiting traceability, there are some lottery, survey small business. "Pengfei said. "This kind of dirty work, Dirty big company is not to see." ”

Bigger is no longer possible, Pengfei thought is able to divide the rest of the site to absorb a cup of soup.

The market from the early blue sea into the Red Sea, two-dimensional code is already mobile interconnection "standard." Participants not only have micro-letter, public comments, Alipay, Taobao, 1th stores and other electric dealers also joined the partition, even QQ browser, 360 mobile phone guards, ucweb and so on have this function.

"The threshold of two-dimensional code is not high, 2 million or 3 million, a few months to make it." It's not a problem for big companies. When the market fire up, everyone's mentality is ' I can not AH ', take it for granted. Pengfei said that some software, despite the large installed capacity, users may not really use its two-dimensional code function.

Reporter from a two-dimensional code industry to understand that the two-dimensional code is still struggling with small companies are left, Shanghai Wing Code, the new world by selling equipment to survive, has been rare. Galaxy media, flying Puye and other well-known manufacturers in dim condition, The verge of collapse.

"Even if we are not optimistic, is thought to live very soon, who dares to come in?" The two-dimensional code is now a high-risk industry. "Pengfei said.