In the past, vertical start-ups have opened a gap in traditional areas

If the vertical sector in the past has opened a gap in the traditional field, infiltration of catering, tourism, medical and other vertical industries. So now, Tencent, Alibaba, Baidu, Beijing-east and other internet giants are speeding forward, by virtue of their own advantages into the line.

To micro-letter, Alipay Wallet and Amoy Point, Baidu Map, Beijing-East logistics for the first march of Tencent, Ali, Baidu, Beijing east, will usher in the line of four countries to kill.

At the traditional end, whether large shopping malls such as Yintai, top grade discounts, or large catering groups such as seabed fishing, or chain convenience stores such as the United States, Tangju, or a large number of small and medium-sized restaurants, taxi drivers, are more than the enthusiasm of the past years into the Internet.

But everything has just begun. The process of large infiltration will not be smooth sailing. In the fight before the family, the first thing to face is the change of user habits and other problems.

Internet giant Investment Layout

Subsidized merchant will infiltrate the product or service under the line

Online, mobile payment battlefield, Ecological circle battlefield, map Battlefield has a model.

In mobile payment battlefield, pay treasure wallet and micro-letter payment form a positive competition, the two sides of the urgent confrontation is to expand more offline application scenarios, establish benchmarking cooperative enterprises.

For example, Alipay Wallet and Yintai Mall, convenience store beauty, distribution in the subway and campus vending machines, taxi drivers to reach a cooperation in the checkout link, the user opened Alipay wallet, through the "face-to-face pay" in the sound wave payment or sweep code payment, bar code payments, such as functions to complete payment.

Micro-letter payment has been with the top grade discount, seabed fishing, Pacific Coffee, Friends treasure automatic vending machine to reach cooperation, has recently been docked tick-tock taxi, micro-credit Bank card page will provide "micro-letter taxi (tick taxi)" entrance. In the above scenario, a micro-letter user with a bound bank card can make payment by using a micro-letter payment.

A taxi driver, who installed a Alipay wallet, said the average of 2-3 payments per day is now a good result as a new way to pay for taxis.

In addition to the mobile payment battlefield to develop benchmarking applications, Tencent and Alibaba are pioneering o2o ecological circle, their products to cover more merchants, forming a long tail of power.

Micro-letter construction of the ecological circle is the micro-trust public account platform. The merchant can carry on the member management through the micro-credit public account number, also can open the micro-credit payment module in the public account. The micro-credit public platform account has more than 2 million, and is growing at a rate of 8,000 a day.

The Department of Ali is also building ecosystems by paying treasure purses and Amoy points. Alipay Wallet recently in beta 8.0, for offline merchants to provide membership card distribution channels and member maintenance channels, with the establishment of offline ecology. In addition, Alibaba launched for the catering industry, "Amoy Point", catering merchants can shop through the background to manage the dishes, users can view the restaurant menu, and pay treasure purse payment.

Baidu O2O is to map as a breakthrough. In the Baidu map, "Nearby" function is placed in the first place, which brings together a taxi, buy, concessions, food, hotels, leisure and other life services.

The war on the line has been opened. Who can take the lead in laying the application scene and cultivating user habits, who will occupy the first opportunity of the war in the line. To this end, the families are at their own expense to subsidize businesses and users. A taxi driver revealed that Alipay wallet was subsidizing drivers and users in the process of expanding the Beijing taxi market. Drivers can receive a subsidy of 100 yuan only if they install Alipay wallets. If the user pays the money by paying the treasure wallet, the driver and the user also will receive 5 yuan subsidy respectively (the driver daily subsidy 50 yuan capping, the user daily subsidy 10 yuan capping).

Beijing has 20,000 taxi drivers installed to pay the treasure purse, according to the official wallet. According to each taxi driver subsidy of 100 yuan, the subsidy of funds in more than 2 million yuan.

Micro-letter payments and tick-tock taxi also launched an activity, between January 10 and February 10, users and drivers use micro-letter payment for the delivery of a taxi, the driver was awarded a reward of 10 yuan per day, 50 yuan ceiling, the passengers can be reduced by 10 yuan of the taxi fee, 30 yuan per day ceiling. In addition, 10,000 passengers per day are also available.

In addition, Alipay Wallet and Silver Thailand, the United States and other cooperative installation of "sound wave receiver" hardware, is also covered by Alipay subsidies, 50 yuan per department. A point of cooperation with Amoy restaurant related officials said that the restaurant's Amoy point table stickers, DM leaflets are also provided by one side of the Amoy point.

Baidu maps also subsidize consumers. Users through the Baidu map call car success will get 10 yuan charge.

Under the line, Jingdong avoided the above battlefield, O2O Route sample is with Taiyuan Tangju convenience store cooperation, dozen logistics card. Jing Dong in the internet to open Tangju purchase zone, the user orders, by the nearest Tangju convenience store distribution. It is reported that Tangju convenience store in Taiyuan City has more than 600 stores. BEIJING-east revealed that the plan to install in Tangju stores available for payment, delivery terminals, to achieve dual-line can buy payment function.

Online merchants chasing internet trends

At the other end of the O2O, more and more offline merchants are willing to try new tools.

In addition to the micro-letter payment to achieve the cooperation of the top grade discount, and the payment of treasure wallet reached the cooperation of the Yintai department store, a number of offline department stores related to Tencent Technology said, is concerned about micro-letter payment, Alipay wallet. A spokesman for a large department store said Tencent Science and technology, the company has set up a special department for research, is currently waiting to see if there is a successful case.

Not only large department stores, small and medium-sized restaurants are also looking at Internet trends.

In Beijing Renmin University of China near Simon's Hotel nine Eagle, the door glass on the micro-life, glutinous rice, the public comments and other promotional stickers. According to the staff, the hotel has also used Amoy point to provide delivery services, but because the hotel has a set of their own delivery system, it stopped and Amoy point of cooperation.

A few restaurants like nine eagles are willing to try Internet products. Shenzhen restaurant Drunk Yi Jiangnan head of Shi to Tencent Technology, he has been concerned about Internet products, "the restaurant and the Internet product combination is a big trend, very willing to cooperate with our optimistic platform to cooperate." ”

Shi initial contact with the Internet products are Shenzhen local platform "Thousand Laugh Restaurant", through this product, the restaurant can provide electronic menus and scheduled services. "This concept is very good, we are also very need of business, but this product the biggest bottleneck is too little traffic, can not bring traffic to the merchant." "Shi said.

Two months ago, he began to come into contact with a la carte function. Compared with the thousand-laugh restaurant, Amoy Point relying on Ali's resources. "I can feel it growing, but it doesn't feel like it's actually exerting its force." ”

Recently, Drunk Yi Jiangnan also began to operate micro-trust public platform. "Micro-letter has our envy of the flow, compared with the Amoy point, the value of micro-trust public platform is more direct customer management, communication with customers, precision marketing." ”

Zhangzunyong, head of cans and cans in Sichuan, said that many friends around the company have plans to use Internet products. In his view, each product will bring different value. For example, use the public comment to do Word-of-mouth marketing, use the micro-trust public account to do point-to-point communication; Amoy point to provide functional subsidies, improve efficiency; some new products can be promoted by group buying. In his opinion, in the Word-of-mouth marketing, the advantages of the public comments can not be surpassed temporarily.

Shenzhen Restaurant Yue Product director Guo Shing also has been using Internet products, including micro-credit public accounts, micro-blog, Amoy Point, the public comments.

"The new media must be accepted to keep up with social progress." We try to do our best to deal with future changes. Now the industry competition is very fierce, we do not want to be eliminated, can only strengthen themselves. He said that Shenzhen is the world of young people, most of the business is young people, we are more concerned about internet trends.

A restaurant owner of Tencent Technology said that each restaurant has its own fixed capacity, when the capacity is free, may adopt a variety of Internet marketing tools, when the capacity is close to saturation, will mainly use one or two of the Internet products, weakening other means. He believes that in the online battle of the internet giants, the Internet product model that allows merchants to rely on them to form habits of use will prevail.

Challenges: The challenge of user habits

The biggest challenge is the client side. Are users willing to try and change their original cash or swipe habits?

It now appears that micro-credit payments, Alipay Wallet is most likely to subvert the user's ability to pay the habit.

A number of users said that usually used in cash or credit card, but if the use of Third-party payment has a discount, or can save the checkout line of trouble, will also experience.

Sichuan Restaurant can tour Zun-yong Introduction, this November began to use Amoy point, but the current user awareness is not enough, mainly by the restaurant itself to promote, such as giving these users some concessions. He revealed that the peak period of each store more than 20 people use every day, but because of the initial and Amoy point run-in with a period of time system operation is not normal, Amoy point to provide a table paste replacement efficiency also did not keep up, resulting in less enthusiasm, the current daily use of fewer than 10 people.

Another restaurant related to Tencent technology, said the use of Amoy Point has 2 months of time, about 10 people use every day.

With the payment of treasure purse to reach the cooperation of the United States and better deputy general manager Deng Weihuang Tencent Technology, the United States should be better than half of the stores (more than 2000) already have users through the payment treasure wallet to complete the transaction. For the frequency of users, he said: "Users also need to be accustomed to the process." ”

"Only the application scenario is sufficient to allow the user to develop habits slowly." As a supplement to the current payment method, the young users still have a certain appeal. He thinks it's hard to say whether future mobile payments will become the mainstream of offline merchants.

Currently, the scenario where mobile payments can be experienced is still scarce. Whether it is a micro-letter payment or Alipay wallet, the development of the offline scene is just the beginning. Amoy Point as Alibaba betting life services products, the current cooperative merchants 10,000, and the public comment on the number of merchants more than 6 million compared to appear relatively meager.

Hardware and software devices are also obstacles to the penetration of internet giants. Connecting line, no doubt the support of hardware equipment, but not all businesses are like seabed fishing, top grade discount system and hardware equipment.

The docking of the system is not easy. A Shenzhen restaurant related to the head of the company, only Shenzhen area has more than 1000 catering software providers (including level two suppliers and three suppliers). In the national scope, Amoy Point is still a certain degree of difficulty.