On the management change of the supply level behind the robbery of red envelopes

At the end of the 2015 Spring Festival holiday, micro-letter, Alipay set off the "red Envelope War" also completed the finale. This is since the 2014 micro-letter Red Envelopes "Solo", Ali, Tencent red envelopes The first large-scale confrontation, the campaign lasted more than 20 days before and after.

From the data published by both sides, the choice of different dimensions, it is in order to avoid the formation of a clear "who wins or loses" situation. In fact, winners and losers in the payment of red envelopes, micro-letter red envelopes in the hearts of the users have a destiny, in understanding the "red envelope war" summed up, this article no longer delve into the payment of treasure, micro-letter of victory and defeat, but "red envelope war" behind the two sides of the mutual win-

Moving point connection, Scene Mutual

"Connect Everything" is Tencent 2014 proposed "future to do a connecting company" basis. Not only Tencent, bat with a universal "connection" to their products and users to achieve interoperability. Whether it is PC or mobile, bat three have the main line, of which Tencent is to achieve "the connection between people", Baidu is to achieve "the connection between people and information", Ali is to achieve "the connection between people and goods."

Again, these "connections" have nothing to do with focusing on demand, service, terminal, if from its form, in this kind of "two-way connection", one is established, the other is not established, so the result of the connection effect is also known, the "connection" process of the scene is also specified or fixed.

If the taxi app realizes "Connection", the taxi scene is in the street, the demand is established, the taxi service provider is not established. Another common form of connection is "sweep two-dimensional code", two-dimensional parameters are connected to the digital, connecting the main body through terminal equipment, first identified after the association to achieve the desired effect.

We can see the new trend of "connection" after the red envelope war between the micro-letter and Alipay. Take Alipay "password + picture" Red envelopes and use the "cat" game to rob Red envelopes, the way to connect in the need to increase interest, of course, it does not exclude the payment of the treasure was a micro-envelope killing forced factors. Another kind of "red envelope solitaire" guess red envelope way, need collaboration to complete, so we can see collaboration, participation will be "connection" a new direction.

True, people are the core of "connection", and social attributes are important factors. Micro-letter, hand Q on the one hand has 600 million users, on the other hand is strong social attributes, so the development of micro-letter red envelopes appear well-organized. Some people will have "sharing", so that the original two-way connection, decomposed into multi-directional connections, homemade two-time connection and multiple connections. This, in the business micro-letter red envelopes and merchants to pay the most obvious.

2015 Spring Festival evening's micro-letter "Shake" the mobile phone screen and TV screen connection, in addition to rob red envelopes, the audience involved in the program actor, moderator interaction, interactive connection has become another direction. Like the gala, the connection to the theme scene is more impressive. Then take the amount of red envelopes, "spell luck" is not fixed, the result is not known. Then the user needs surprises, this is also the future business will be weak relationship to achieve strong connection difficulties.

Ali, Tencent in the O2o field of personal hand-to-hand combat

The 2015 "red envelope war" more than a few of the electric quotient game color. Alipay, micro-letter, hand Q have been introduced to participate in the red envelopes, business title Cash red Envelopes + merchants coupons, in Ali, Tencent two major factions accumulated more than 4 billion yuan in red envelopes, 3.5 billion card rolls of red envelopes from businesses. Even at present, Baidu is also in the PC end by pumping red envelopes to give coupons circle way, for glutinous rice, Baidu Takeout, where to go, such as Baidu Department of Electricity, access to new users and mobile diversion.

Businesses will be the previous brand hard to change the way to the user red envelope feedback, from the spread of the effect to reach the virus-type "advertising." Stand on the platform of the angle, behind is a O2O field of personal hand-to-hand combat, in the PC electric business stage, brand merchants, had faced the platform "two choose one" embarrassment. But from the red envelope War can be seen, brand merchants no longer "line" pressure, for them more care about Ali, Tencent two platforms, who provides "offline scene" coverage and user operations tools more comprehensive.

In the payment of treasure purse, micro-letter wallet nine respectively corresponding to the "basic necessities, eat and drink" electric business O2O company, but in fact, even if the micro-letter and hand Q to the Jingdong entrance, also did not achieve the desired transformation effect. I think the main reason is that user habits have not yet formed. Just as the micro-letter in the launch of the game platform, a "national aircraft" to the user brainwashing, the same in the red envelope after the war involved in the business, users in micro-letter, Alipay mobile consumption habits further formed.

And the most opportunities in local services, the former local businesses with the use of group buying discounts, red envelopes directly linked to local businesses and consumers, then buy platform in the middle has been slightly embarrassed. Outside the red envelope, in the 6.1 version of the micro-letter launched the card pack and "Shake it?" Peripheral ", the user can shake to the surrounding merchant's gift bag (red envelopes, coupons, etc.), micro-letter through payment and consumption link, LBS+O2O scene coverage, under the line of business with" shake "online, for Tencent, micro-letter as a O2O entrance layout.

In addition, in the 2015 red Envelope War, the micro-credit public number, service number can be issued to the fans cash red envelopes, is a big fan business tools to improve. There are "micro-mail Wi-Fi" on the line, can provide to the offline merchants to customers, daily visits, new and old users, such as data, in the micro-letter users near the current installed "micro-Wi-Fi" in the store after automatic reminders and based on lbs free Wi-Fi search.

The circle of friends advertising has made us feel that the commercialization of micro-letters has become "normal", while social attributes have been magnified in mobile O2O. In contrast, Ali Alipay tool properties in this game has not become an advantage, even if the "O2O" also slightly thin, so for Ali to mobilize the MO, Sina Weibo, Youku and other strategic alliances, multidimensional encirclement and suppression of micro-letter is O2O assists direction.

Mobile payment penetration improves and Internet financial peer-to-peer potential emerges

A year ago, the "red envelope War" was seen as a mobile payment war, and the first was the battle for mobile payment subscribers. To 2015 years of red envelope war, there are taxis, catering, electronic consumption, financial services and other businesses involved, mobile payment user contention has been upgraded to mobile payment application scene rich competition. Weibo, video, browser, Ali, Tencent, the two allies involved in the red envelope War, the Spring Festival evening "shaking" to increase the red envelopes in urban and rural areas and overseas Chinese reach, thereby enhancing the mobile payment penetration rate.

Occasion "red envelope War", Peer-to-peer financial platform is also infighting, new users registered to invest in red envelopes, investment designated financial products, invite friends to register red envelopes. It is noteworthy that the red envelopes in the two leading role of the wealth management products no longer have a competitive advantage.

Take "balance treasure" as an example, even in the near Spring Festival bank lending rate of the highest time, its 7th annual income is basically between 4.5% to 4.3%, even in December 2014, close to the 4 mark, on the other hand, from the third quarter of 2014, the balance of treasure wealth management scale growth also significantly slowed, Under the influence of monetary policy and market money supply, this is the "baby" type of financial products common problems.

The red Envelope War consolidated Tencent, Ali two factions of mobile payment status, but the status of financial products has not deepened, on the contrary, the Peer-to-peer financial platform to the user with the basic function of payment, for the positive correlation between the benefits and security, in the Peer-to-peer platform after a shuffle, retail investors choose Peer-to-peer Financial trends will cover the "Baby" Type of financial products.

In the face of the red envelope war, traditional banks are slow to reflect, in product innovation has stretched, can only serve as spectators. And with the Internet gene of the micro-banks, Zhejiang Network Bank, in the next wave of red envelopes, how to play? Consumer Internet finance how to be activated by "red envelope war"? It looks like the red envelopes.