Payment Scenario: Not only active but also money

"Red envelopes" is still "0".

The Spring Festival is over, the first day of return to work, let us revisit this year's Tencent micro-letter and Ali Alipay between the red envelope War: Only on New Year's Eve, micro-letter shook a red envelope to shake the total amount of interaction more than 11 billion times, Interactive peak of up to 810 million times/minute, New Year's Day micro-letter red envelopes send and receive a total of up to 1.01 billion times, while Alipay's red envelope number is 240 million, 29.98 million participants (of which Alipay data from Wangdong's micro-public number).

I believe that the friends who see this article are more or less involved in Tencent and Alibaba's Spring Festival red Envelope war, and called "Ah Q War."

For the madness of New Year's Eve, I think "all should not be interpreted, nor should it be excessive interpretation." There is only one conclusion: a program without spirit and amusement will eventually be replaced by another program, without it. ”

This is the replacement of the program is the Spring Festival Gala, from the beginning of last year, the red envelope game has become a standing programme of various micro-groups, but also let a lot of people say "stop". But in my opinion, the micro-letter red envelopes in this spring festival is undoubtedly over read.

Since the beginning of the January 2014 red envelope, in the past 13 months, as a kind of Internet products micro-credit is almost a miracle, the marketing design of various products is also revolutionary. Many people believe that the micro-letter red envelopes are mainly optimistic about the future of micro-letter payment. Through the red envelopes such an almost 0 cost of product design, so that more people understand the micro-letter payment, binding the bank card. This is a ingenious, but for micro-credit payments, this is just the beginning.

The value of the payment is ultimately user use, especially the depth of use, this will be micro-credit to meet the first stumbling block, if not, the previous efforts of micro-credit red envelopes will have the danger of naught. Using a credit card analogy, it is like the major banks in the past to put out all the tricks and cards, the intention is in fact, after the credit card staging and business. In this sense, the red envelope is 0, and the payment scenario for the user (depth) is 1 before 0. Today how many people are playing the micro-letter red envelopes (many of whom also do not have to bind the bank card), and not so important, the important thing is the "payment scenario", how many users in the future in the various types of payment scenarios, the micro-letter as a cash payment and credit card consumption replacement?

Payment Scenario: Not only active but also money

Mention of the payment scene, had to mention a drop of a taxi. Ali and Tencent led the drop of the rapid taxi war, behind the contention is the payment scene. Chattering fast two years, users with subsidies very happy, but investors can't stand, finally Ali and Tencent finally to the overall, in Valentine's Day merged drops and fast. There are a lot of reasons, but there must be one, the taxi payment scene is not worth burning so much money.

The payment scene does have to compete for activity, but also to compete for customer price. How much can a taxi be accounted for in each year's personal consumption? So, simply burning money to win a taxi this battle is not cost-effective, Tencent and Alibaba need to find more consumer scenarios, so the two truce merger will be a success.

It can be foreseen that Tencent will continue to expand payment scenarios, such as catering (comments), take-away (hungry), hospital (registered network) and so on. But one of the strategic heights is the electricity quotient, Tencent in the waiver of ECC (Tencent Power companies) at the same time, the strategic stake in the Beijing-east, it shows that Tencent's value to the electric business.

See here, you will find that the original Ali is so powerful. Taobao, Cat, a good deal, Alipay and the integration of these products has been to the point of the natural. Borrow an old Ali said: Alipay experience has been a backward era, but the advantage of Alipay is that Ali is through the first creation of the scene to combine products; under the oppression of the scene, the product experience has been gradually iterative perfect breathing opportunity.

Online Payment and offline payment

As noted above, Ali was a well-deserved leader in the area of payment in previous years. Today, Tencent began in the territory of Ali from the sneak attack to the positive contest, Ali can resist it?

Drops of victory, so that users, including me, have more reasons to support Tencent. But on second thought, we may have underestimated the power of the electric dealer.

May I take a look at the consumption habits of today's public, and what is the proportion of our consumption budget? We calculate, but the conclusion is likely to be the same, the electric business is currently the most active payment field and the largest customer price piece. Maybe the house can't be bought online today, but the car may be ready soon. Think about what you can't buy online? In the future, all online consumption will be paid for by the Internet, and Ali's advantage may be unmatched in the short term.

Then look at the line, once Alipay tried to push the line, including ultrasound, two-dimensional code, pay in person, ultimately unsuccessful. The reason is that this kind of payment method in the use of the scene is not natural. At present, all mobile payments are compared to credit card payments, and there is no absolute advantage (the micro-letter does not seem to support credit cards at present, which will be gradually followed by attention). It is uncertain whether there is a natural and smooth way to pay for the offline payment. At present, some self-help environment, such as vending machines (unfortunately, not many in China), automatic ticketing machine (subway), mobile payment will be quickly occupied, some have to use paper money scenes, such as taxis, mobile payment advantages more obvious. and restaurants and other environments, mobile payment also requires time to iterate products and cultivate user habits. Will a giant throw money to cultivate this habit? I personally think: Price is not high. The biggest concern of the Giants in the short term should be the online payment, after all, the proportion is too large.

The deep waters of the scene wars extend

Having said so much, summed up nothing:

1, the red envelope is only the appearance, last year is read, this year is repetition;

2, pay to solve is the scene, the electricity quotient is in all scenes of the most important;

3, Tencent is good at products, micro-credit to pay the first step through the red envelopes to achieve a 42-ton;

4, Ali Wired on the payment scene support, Alipay short-term difficult to be shaken;

5, mobile pay small lotus only show sharp angle, the next step is to support the scene, and then the next step is the accumulation of data;

6, mobile payment is not necessarily a big business, but mobile payments behind the big business, from the start of the transaction, security, finance, certification and so on, today's Alipay is only exposed in the sea above the tip of the iceberg.

The Battle of the Red envelopes, which began in 2015, has been quietly set in motion, and the real move to pay is more intense in all kinds of consumer scenarios. In addition to mobile payment, we will also see the mobile Internet in all vertical areas of competition will be deep into the scene. Let users naturally use your product (Scene Association) in the daily life scene, through the scene recognition help the user to discover the demand/solve the demand, creates the user to depend on the product through the creation scene. As the mobile Internet expands into the deep waters, and the O2O changes all walks of life, the Battle of the scene ultimately determines the fate of Giants and Giants.