Japan electric business Lotte How to become the world's third largest electric business

There is no doubt that Alibaba is now the world's largest electric business giant, Amazon is from the United States, The electric giant beast, who is the third? The answer is from Japan's electric business--rakuten Lotte.

If Ali is relying on China's huge online retail base, then Amazon is a powerful logistics transshipment, some people would like to know what Rakuten depends on?

According to the relevant information, we can know that Rakuten's electricity quotient growth rate is 31.7%, its margin growth is only 22.2%, but the credit card growth rate is as high as 51.3%. Even a friend who has not been to Japan knows that the credit industry in Japan is flourishing, and the anecdotal rumors that "a lipstick can be mortgaged" are actually true. But what's really worth digging behind is Rakuten. The real experience of how to survive and develop after the consumer's online consumption potential has been dug up in the era of electric business in Japan.

Only from the operation of Rakuten on the mobile payment end can be applied to Mr Son's time Machine theory: When from an advanced country to a backward country, as if back to the past. I think that the next round is definitely China.

Two-dimensional code and NFC

Ma Yun in April went to Japan, will be an old friend: Soft silver son. Friends said he came back the first thing is code on the plan, Ali fancy two-dimensional code in fact, in order to cultivate their own users in the mobile end sweep code payment training habits. And the two-dimensional code technology in Japan and NFC technology has a different division of labor, the former convenient for users to obtain large information, and the latter is responsible for payment. As for both who are advanced who lag behind, this question has not yet been answered.

The "Chinese characteristics" of the sweep of two-dimensional code in the mobile payment mode is really a low cost and can cultivate user habits, but due to the limitations of the quality of domestic mobile networks (scan code in Japan experience is completely different), leading to the user experience on the bad, Alipay and other platforms in China can be said to have failed in their efforts to pay for sweeping yards. But the full native intellectual property (Sony) NFC payment has the fast, safe, simple, does not suffer from the network signal interference and so on a series of advantages, but its threshold is:

1. Mobile phones with this technology required

2. User-owned card stickers

3. Security risks caused by non-encryption

This is clearly not acceptable to all users. However, it is worth noting that Alipay in the sweep code payment and virtual credit card program was stopped after the introduction of the support of NFC technology Alipay wallet, according to Alipay's friends: At present, the use of this technology can be directly affixed to the mobile phone to Beijing and Shanghai Subway Bus card recharge. But at present, can only recharge, mobile phones do not like in Japan as a purse directly to pay, the important reason is the fear of greater security problems will lead to the public relations crisis--NFC technology is currently the mainstream of unencrypted than encryption to the popular, but also to the danger.

Edy Virtual Credit Card

Since said is the introduction Lotte article, below will focus on today's most advanced virtual credit card: Lotte Edy Card.

EDY, whose implication is the fourth of the euro E, USD D, and Japanese y, the web currency. Users can apply to the Lotte platform with Edy function of the Lotte Platform credit card, choose to bind a credit card account or not binding, the former binding after each consumption can get Lotte platform points, the latter can be like traffic IC for small consumption, remove the trouble with the wallet, but not binding is not get points.

Users with Edy cards can be used directly in the subway, convenience stores, vending machines and so on any place you can imagine to spend. In most of Japan's electrical stores, the use of Edy card can get 10% of the return point, while obtaining the Rakuten integral, this is the O2O to achieve the most basic first step-the line that O: how to induce consumers to use. Every business using Edy card is a part of the expansion of the Lotte platform line, different from the Chinese Yintai-Ali, micro-letter-Shang discount such "exclusive" cooperation, Lotte take an open attitude, in exchange for the current high density coverage.

The upper line of the o,edy can use a matching contactless reader, different from the network Silver U Shield complex, as well as the password, cell phone verification code, such as a series of tedious process, only need to place on the card reader. From the online payment model, it overturns our current online payment system. The payment also applies to Rakutuen's number one competitor: The Amazon platform in Japan and other electric-business platforms.

Edy Recharge, its point is all over Japan, and can complete cash recharge at any time. For the sake of user security, the current maximum value is 50,000 yen per day limit, the "fast consumption" original intention is embodied in its limit. Although there are major security risks in Edy unencrypted, the limit of 50,000 yen per day guarantees the user's controllability before loss of the report. According to the two countries ' per capita income level, individuals think that losing a mobile phone that supports wireless payments is a bigger loss than losing a Edy card that has a 50000 yen.

Lotte Platform 65% of consumption from the mobile end, many friends may take for granted, such as the Japanese 4G signal coverage of the reasons, but the world's third largest electric platform to move the point is not to let consumers from online or mobile phones to buy more goods, Instead, use this form of payment to get every penny you spend on their platform, even with the Edy card.

In my opinion, Sun justice "Time Machine" does exist, single from the traditional retail payment link to see, standing in the Lotte Edy shoulder, electric business platform can do in fact there are many.