The mobile payment market has been hit by a hurricane: banks have been robbed of red envelopes by Internet finance

The most popular spring festival this year is not the Spring Festival gala, Temple, but let people stop grabbing red envelopes. Alipay, micro-letter of the red envelope of the two internet giants to capture a large number of fans in a day, only the New Year's Eve participation on the attendance of 680 million people and 1.01 billion people. With the internet red envelopes lively scene formed a strong contrast is the decline of commercial banks, in this war without smoke, commercial banks can only play a supporting role, and more frightening is, with the red envelope game, the bank in the mobile payment market may be in a passive position.

The protagonist and supporting role of the red envelope war

Alipay official disclosure of data shows that, as of the junior year, the total number of paid Bao red envelopes more than 100 million. Only on New Year's Eve, there are 680 million people involved in the payment of Bao's red envelope game, only New Year's Eve payment of the total number of packets sent over 240 million, the total amount of a night to reach 4 billion yuan. Ma Yun in the 19th Zero 19 points issued the first Chinese password red envelope number of participants up to 29.98 million, netizens entered nearly 100 million answers, 1 million red envelopes in 2 minutes 36 seconds is a grab and empty. and the micro-letter red envelopes, New Year's Day micro-letter red envelopes received 1.01 billion times, is 200 times times last year's Eve, at 0 Peak, 1.65 million red envelopes per minute were taken apart. The whole process of micro-letter shake and shake the number of interactions reached 11 billion times. From New Year's Eve to Duanwu, the total number of micro-mail packets has reached 3.27 billion.

Although Alipay, micro-credit and other Internet enterprises you come to me to the red Envelopes war brush existence, attracted the attention of users, commercial banks are also unwilling to join the battle. This spring, PU FA Bank Credit card became the only bank to cooperate with the Alipay red envelope. Pu FA Bank in February 12, 14th two days, as the exclusive cooperation bank identity, through the Alipay channel to all consumers to issue 10 million red envelopes. Whether or not the consumer holds Pu-issued credit card, as long as the designated time period to log in to pay the client to participate in the interactive game can get red envelopes, and get the red envelopes can be directly through the payment of treasure consumption, do not need to bind the bank card embodiment.

According to Pudong credit card center in charge of the introduction, so generous involvement in the red envelope war, is hoping to be able to close the distance with customers, but also to occasion the focus of the battle to focus on popularity, strengthen brand awareness.

In addition to PU FA Bank, other banks also use the "Dongfeng" of red envelopes to join, Bank of Communications Bank mobile phone issued tens of thousands of vouchers red envelopes, denomination 1-10 yuan. Vouchers can be in the mobile phone bank movie tickets, recharge, mobile phone purchase, game recharge and other mobile banking value-added services to use, offset the corresponding cash; Huaxia Bank through the micro-trust public number to shake the red envelopes issued, the amount of 2-5000 yuan. If the customer does not have Huaxia bank card, can be in accordance with the robbery Red Envelopes page prompts registered Huaxia Bank Direct receipt after the bank. If the customer has Huaxia bank card, you can login to Huaxia Bank after the mobile bank directly to receive (unregistered mobile banks need to register first). It is reported that the red envelopes began to be sent from February 18, 2015, continued to March 5, the daily delivery time is 17-23. Huaxia Bank pushes 10,000-20,000 red envelopes every day, the amount of red envelopes is randomly generated, the minimum 2 yuan, the highest 5000 yuan.

However, Beijing newspaper reporter also noted that many of the bank's Spring festival activities are concentrated in the micro-letter and other Internet mobile end. Clearly, in this red envelope war, commercial banks are only players in the game, not the rule makers.

In addition, the bank robs the red envelopes mostly is in order to promote own handset bank client, the user also needs to carry on the program to jump, therefore the experience feeling is not like the micro-letter red envelopes or pays the treasure red envelope smoothly. For example, Huaxia Bank launched the red envelope activities, need to be in the customer to grab a red envelope within 3 days in Huaxia Bank direct bank or mobile bank to pick up the use of expired void.

Red envelopes behind the mobile payment scramble

In fact, the red envelope dispute has become a razor in the area of internet finance for mobile payments. For mobile payment, the red envelope is a very small application scenario, but the transmission of the red envelope is incomparable, it is connected with money, a connected person, both with the payment, but also related to the relationship chain.

Lei, director of China e-commerce Research Center, said the essence of the red envelope battle is the competition for mobile payment market users. At present, the role of red envelopes is mainly to expand the mobile payment scene for the next move to pay the overall war lay the foundation. Spring Festival Red Envelopes as a mobile payment of an important scene, the parties do not want to lag behind, want to get as many users as possible, for later in the payment area to provide conditions.

The "Quarterly monitoring Report on China's third party payments Market", released earlier last year, showed that third party payments for mobile payments (which do not include SMS payments) were nearly 2.7 trillion yuan, with a growth rate of 31% per cent on the chain. Data from the central bank show that 2014, the total number of electronic payment business 33.333 billion, the year-on-year growth of 29.28%. of which, the mobile payment business 4.524 billion, an increase of 170.25%. Mobile payments accounted for a small share of the total electronic payment industry, but the growth momentum is strong, which is also to attract the power of the Giants to deal with.

Ma Yi, an analyst at Analysys think-tank, believes that the biggest credit for the red envelopes is to cultivate a group of consumers and enterprise users, with the habit of mobile payment, there will be a lot of use of the scene. And internet companies have been lavish in generous bonuses, and their ambitions are not just in the area of payment, but in O2O platforms built on the payment system. such as the micro-letter wallet, many people are in last year's micro-letter red envelope activities were "seduced" to bind the bank card, today, the micro-letter wallet has been opened phone recharge, financial management, taxi, lottery, online shopping, ordering, public welfare, film tickets and other business, covering all aspects of eating and drinking, food and clothing.

The fierce battle over the red envelopes is not confined to the mobile payment field, it will even affect the bank funds. For example, in the case of micro-letter red envelopes, if the user does not have the balance in the micro-letter change, you need to bind the bank card to recharge, resulting in a large amount of money outflow from the original bank, into the Third-party payment platform, the amount of precipitation funds should be considerable. Using the function of the micro-credit wallet, it is very convenient to realize the point-to-point or point-to-point directional transfer payment, which is completely outside the banking business and cut off the direct contact between the Bank and the customer. At the same time, with the micro-letter, Alipay and other applications to expand the use of the scene, the money can be used to rob the red envelope is very convenient for taxis, mobile phone recharge, shopping consumption, rather than through the operation back to the original bank account.

How banks respond to the eroded mobile payment market

In our impression, traditional commercial banks have been wearing a variety of Halo Gaofu, but undeniably, in the entertainment and practical experience, to micro-red envelopes as the representative of the Internet finance far beyond the commercial banks. In this area, banks need innovation and breakthrough.

Guo, director of the China Banking Research Center at the Central University of Finance and Economics, told Beijing's newspaper reporters that the competition for mobile payments was traffic, and that the micro-letter red envelopes could bring many people together to attract potential customers. But how to turn the stolen red envelopes into payment is a process that evolves from social entertainment to financial behavior. The so-called surgery industry has specialized in financial professionalism and security, commercial banks have advantages.

For many banks and internet companies to promote the practice of red envelopes, a joint-stock bank related people bluntly, at present many consumers have formed the mobile end of the use of financial services, so through multi-channel, red envelopes to attract the attention of the promotion way, It is bound to further drive a large number of customers to bind and use the corresponding bank card to carry out various payments. For Ali and Tencent, the big Red envelope battle was designed to cultivate user habits and strengthen the two payment platforms. The intervention of traditional financial institutions is not only the basic support of these Internet payment platforms, but also their partners in the downstream and business interdependence of the industry, and the traditional financial institutions have no need to be in line to benefit.

Silver-Net financial analyst Mao Yabin said that banks and internet finance companies to promote the red envelope activities, can increase their micro-credit account users and the number of user-bound card users, such a promotional method for the Internet financial enterprises, the cost is not higher than they through other channels to attract users; Micro-Credit Bank has been launched for more than a year, Rob red envelopes will undoubtedly inspire users to the micro-credit Bank binding bank cards.

In fact, at present, whether it is a mobile phone bank or Alipay purse, micro-letter wallet, such as Third-party mobile payment platform, there are more business overlap, such as the purchase of movie tickets, online payment, transfer, electricity and water gas, cell phone recharge, credit card repayment, and the Internet platform can get so many users of all ages, Because it's closer to the user.

Analysts said that for the current commercial banks launched mobile banking, micro-credit bank, to serve as the starting point to improve customer stickiness, enhance the frequency of use, for specific customers to provide "personalized", "intelligent" services, at the same time, strengthen its financial attributes, such as the application of credit card, credit card accounting management, comprehensive financial, Loan function and so on, only then can improve the business ductility.

(Responsible editor: Lvguang)