Sina microblogging "micro-wallet" cold help Alipay

Ali in hand, Sina microblogging look new.

The micro-Bo payment open, Sina microblogging provides a platform and users, Alipay provides technical services and security. Sina Weibo hopes to establish a social network based on the payment of microblogging marketing closed-loop, to speed up the pace of commercialization.

At the same time, Sina Weibo own payment brand "micro-wallet" has been diluted, and even forgotten.

Sina microblogging Pong on the technology, products, security, etc. are very mature Alipay, "pro-son" micro-wallet has gradually lost the "growing up" opportunities.

Microblogging payment "speed" commercialization

July 1, Sina Weibo announced the opening of full payment, the first phase of enterprise merchants (blue V) open acceptance. After the application is successful, the relevant user can publish a microblog with a product card, and other users can directly click the product card to complete the purchase. If the financial pressure is small, business businesses can choose "T + 15" settlement, without paying the deposit, if the need for liquidity higher, you can choose "T +0 Day" settlement, you need to pay 20,000 yuan deposit.

Sina Weibo also said it will launch payment products and features for the average individual user in mid-to-late July. By then, all Weibo accounts will have the ability to receive payment and trade after they have been approved and applied.

For the opening of micro-Bo payment, Sina Weibo has long been planning. Sina Weibo on the small sellers are gearing up.

Weibo payment is a payment product jointly launched by Sina Weibo and Alipay in January this year. In a word, when a user browses a Weibo, he or she can directly purchase the product and use the transaction within the Weibo account. Based on the bottom Alipay, microblogging as a communication platform, responsible for after sales and marketing section. Sina senior vice president, general manager of microblogging Division Wang Gaofei summarized it as "browsing - interest - order - payment - sharing" social marketing closed-loop.

For users, once the shopping is completed, it will continue to receive the seller's private letter. "Alipay is equivalent to the bank, microblogging is equivalent to the bank to your message." Some users said.

"Weibo and Ali are strategic alliances and weibo users are now well over 23 million, all of whom are potential users of Weibo." Cheng Yu, general manager of Sina Weibo business products, In early June a product exchange event said. Previously, "microblogging Taobao version" on the line, opening up microblogging account Taobao, micro-blog Alipay QR code interoperability, are pre-paid paving the way for microblogging.

Send network analyst Li Qing Yue said that for microblogging, media elements and how to integrate social elements is a big problem. After all, users are accustomed to easily cultivate.

Li Qing Yue Sina microblogging in the business after the conversion is not very optimistic about the order. "Previously, microblogging or media attributes based, too often appear in the information flow of shopping information, may result in the decline in activity.Of course, if we can meet the exact match of a specific user base, there is still a demand."

"See Tencent launched a WeChat shop doing social networking shopping thing, Ali and Weibo also hope that through social e-commerce transactional flow." Li Qing Yue said that with the WeChat payment to join the e-commerce elements, Sina Weibo may also consider To the capital market, hope to stimulate the company's share price with fresh business model.

Weibo's "body", Ali's "soul"

Sina was evaluated to "do what products are made of media," Sina is trying to reverse the impression of the outside world, from the e-commerce point of view, Sina microblogging like to hatch a C2C online shopping platform, and this reversal, to a large extent Is backed by Ali to complete.

On the user purchase page, Sina Weibo will prompt that "the merchandise is sold by a certain merchant on Sina Weibo platform, please consult the merchant for product information, inquiry delivery, application for refund, etc. The order will be paid through Alipay, To pay the relevant questions, please contact @ Alipay.

Some analysts have said that today's Sina microblogging is Sina's "body", Ali's "soul."

Alteration Alibaba.com announced on April 29, 2013 that it will acquire 18% of Sina Weibo for US $ 586 million (Alibaba disclosed that it will increase its stake in Sina Weibo to 32%), . At that time, Ali predicted at least 380 million U.S. dollars in marketing and social e-commerce revenues for Sina Weibo over the next three years.

Cooperation with Ali, the industry has been looking forward to become a Sina microblogging commercial "watershed." Later proved that indeed, microblogging commercialization path from self-try to become deeply dependent on Ali.

Cooperation has just begun, Sina Weibo docking to Ali's resources are only advertising, shopping guide way to Taobao. Microblogging looks more and more like a large "beautiful to say", which has made many users unacceptable. August 5, 2013, "Weibo Taobao Edition" launched; account, data get through with each other.

However, due to the payment action is not resolved in Sina microblogging station, and take the way to move to Taobao page, making the user purchase experience is not smooth. As a result, Alipay and Weibo to create "Weibo payment" launched.

It is noteworthy that, Jingdong, No. 1 shop, Dangdang, pat and other platform e-commerce providers to provide consumers with the choice of third-party payment tools, microblogging and Alipay cooperation is exclusive.

As a result, the bulk of the revenue microblogging - advertising, to a certain extent, climbed the tree in Alibaba, not only includes display advertising, information flow advertising fans headline, Fan Tong also rely on micro-blog payment opened Small and medium-sized seller's advertising purchasing power.

According to the prospectus of Sina Weibo, in 2013, the advertising revenue of Sina Weibo reached 148 million U.S. dollars, of which revenue from Alibaba reached 49.13 million U.S. dollars, accounting for one-third of the total advertising revenue.

Micro-wallet difficult to "grow up"

In order to speed up the pace of commercialization, Sina Weibo even more can not wait for the "pro-son" micro-wallet grew up.

At present, Sina Weibo appears to give up the "pro-son" micro-wallet - in the Weibo mobile terminal simply can not find the micro-wallet, but in contrast, there is a micro-Bo paid first-class entrance. Micro Wallet APP no longer updated version from six months ago.

As of now, micro-purse APP only receive payment, transfer, phone recharge, water and coal payment several limited functions. User rating is: cash withdrawal 5 to 10 days, slowly like a snail. With the same wallet in the name of Alipay wallet, micro-wallet far cry.

Micro-wallet (formerly known as "Weibo wallet") is a product launched by Sina Weibo at the end of 2012. This product was upgraded by Sina's previous online payment tool "New PayPal" and added third-party payment service based on Sina's value-added payment service.

For the first time micro-wallet debut, Sina has high hopes. Also specially arranged "odd goods" millet appearance help out.

At the end of 2012, 50000 millet mobile phones 2 were booked on Sina Weibo, and the micro wallet (at the time it was called "Weibo wallet") made its debut to help users achieve a one-stop shop shopping". This is also Sina microblogging test the first social network shopping. December 21, 2012, 50,000 millet 2, sold out in 5 minutes and 14 seconds.

However, microblogging micro-wallet "flash shopping" e-commerce attempt is not long, since April 1, 2013, 50,000 Taiwan Lotto box C1S sales through the micro-wallet, and then no exception to the case.

Now, although the introduction of the micro-wallet page also says that the user can "directly purchase goods in the days of goods network, NALAshop, Strawberry pie, microblogging food channels," but the Beijing News reporter try to log on to the e-commerce site found that day Product web page can not be opened, NALAshop (renamed LIZI) and Strawberry pie are no longer support micro-wallet, only microblogging their own "gourmet channel" is available.

Since SINA paid the third-party payment qualification certificate promulgated by the People's Bank of China in March this year, the fund issued by China Securities Regulatory Commission sells payment and settlement licenses. The mission of the micro-wallets now is to exert force on Sina's Internet financial products.

Beijing News reporter Liu Xia