The red envelope War of the Spring Festival undoubtedly has the symbolic significance

The 2015 Spring Festival "red envelope War" undoubtedly has a symbolic significance, but for bat in the field of mobile payment of the ultimate competition, the most is a drill, the decisive battle has not begun.

Red envelopes are social, and stealing red envelopes is a game.

"Spring Festival Red Envelopes" in the battle, micro-letter created a lot of amazing data. To this end, micro-letter red envelopes in the user experience, product design painstaking, and even the legendary Ma personally involved in testing, to n groups of red envelopes to check bugs. This also allows the micro-letter red envelopes to withstand the peak of the New Year's Eve server pressure, no large-scale downtime, the greatest degree of assurance of the user experience.

But among all the factors that make up the success of the micro-credit envelope, the social tools of the micro-faith are the key. In essence, red envelopes are social behaviors in the mobile internet age, while the red envelopes are an occasional mobile game. Red envelopes in the Spring Festival change the way many Chinese celebrate New year, is Chinese-style social and traditional customs on the mobile phone extension.

Can imagine several mainstream red envelopes, Rob red envelopes scene: A company's work Exchange micro-letter group, the leaders give a few red envelopes to the employees who have worked hard for a year; based on a group composed of a particular circle, a tyrants active or passive demand to send red envelopes; New Year's Eve or lunar, give a good friend or far away relatives directed to send a red envelope ...

It's not hard to see that none of these scenes are social.

Again, micro-letters shake and Rob red envelopes. Imagine how many county, township of two uncle three uncle seven Aunt eight, these people's home may not have a computer, but there must be a few domestic smartphones, although not everyone can grab a few dollars in red envelopes, but in the home visiting the young people's guidance, enough to stimulate them to install micro-letter and tied to the bank card, while watching the Spring Festival gala, while shaking the phone to rob red envelopes. After the Spring Festival, the micro-letter is still in, but the micro-letter payment tied to the bank card this thing may have left behind.

It was said that Alipay paid 8 years to build the city, was micro-letter in a spring festival night on the breach. Others say that the credit card's report card is more than 10 drops of a taxi experience of tying cards and payment habits.

I would like to say that the game and social is Tencent's best, the understanding of the game and human nature, to some extent let the micro-letter red envelopes more advantages than Alipay. In any case, the success of the micro-credit envelope has been overstated.

The advent of the scene era, bat mobile payment showdown imminent

"Red envelope War" behind the mobile payment of the dispute, then left or right mobile payment is the key to success?

In the opinion of the titanium media author, the micro-letter is paid to Alipay, how much impact can be caused, not to see the digital performance of micro-credit, but to see the micro-letter red envelopes users into micro-letter payment of the proportion of users, but also take into account the micro-letter red envelopes Export-the richness of the micro-credit payment scenario. Eliminate brand hype and gimmicks, focus on the actual effect, micro-letter to convert these users to pay users, let them from the social scene into the consumer scene, Tencent in the entrance construction, transformation logic, product ecology and other aspects, and not fully prepared.

Especially in the construction of payment scenes, is always Tencent's heart. Here have to talk about the gene of Tencent, regardless of social, game is far from O2O scene, this is why last year, Tencent invested heavily in Jingdong, the public comments, 58 with the city, and even behind the support drop a taxi crazy burning money, is fundamentally due to the lack of consumption scenes. And in addition to dropping a taxi, the BoE, the public comment has not been to promote micro-letter payment of high-speed growth. This creates a phenomenon, micro-letter red envelopes like the highway on the car, watching the coming and going quite lively, but the final car are stuck in someone else's market, shopping malls door.

In bat three, whether payment or scene, Ali has a unique advantage, but the lack of "entrance." Therefore, and Tencent's investment and merger strategy is different, Alibaba acquired last year UC and Gould are to make up the entrance. At the same time, Ali hopes Alipay can continue to enrich the scene from the payment tool, and then to the mobile Internet portal evolution, and eventually become like a micro-letter super app.

So for Alipay, to participate in the Spring Festival red Envelopes War, the definition of victory and micro-letter is different. It is more important to hold opponents and create gimmicks to attract the attention of public opinion. Ma Yun obviously can not tolerate Tencent in the Spring festival this brand marketing, Word-of-mouth transmission of the important node go.

This spring festival, Baidu Alternative, in the movie ticket O2O Market onslaught, High-profile in the major television stations Angelababy endorsement of mobile phone Baidu ads. Although there is no public data, but can imagine in the Spring Festival movie Market peak season so big investment, plus mobile phone Baidu itself 600 million users and the previous Baidu glutinous rice Film Group purchase user accumulation, will help Baidu to obtain a large number of new mobile payment users.

So why should Baidu choose movie tickets as a starting point? There are three main reasons: the market is large enough and still at high speed, and mobile payment is closely related, high-frequency consumer scenarios.

In recent years, China's cultural and entertainment industry has developed rapidly, the movie box office is a higher. 2014 National Film total box office 29.639 billion yuan, an increase of 36.15%. According to the forecast, 2015 Spring Festival Schedule box office will reach 2 billion, while the online market share will be about 40%. Based on the above reasons, Baidu chose to attack movie tickets during the Spring Festival O2O Market is not difficult to understand, this and last drop, fast competition in the taxi software market the same.

In deciding O2O success or failure of the "entrance, scene, pay" three major battlefield, any one of the short plate may lead to the ultimate failure. Compared to Alibaba and Tencent, Baidu's advantage lies in the mobile Internet portal, regardless of mobile search, application distribution, mobile map field, Baidu's leading edge is very obvious. If the definition: The entrance is a platform, the scene is ecological, payment is a tool, compared to Ali, Tencent or to be in the entrance, or to be in the scene of the reinforcement, Baidu in the payment of the difficulty is much smaller. And if in the entrance, the scene construction has the superiority, the payment growth basically is the ripe.

To sum up, this year during the Spring Festival "Rob Red Envelopes" unprecedented hot, let the Giants clearly see the "Scene era" arrival. And the future of the annual spring Festival "red envelope War" will become a bat wrestling mobile payment of the normal, around the "consumer scene" will be more intense competition. Who can occupy more and the user basic necessities of life closely related to the consumption scene, who can be in the mobile payment of the fight more than a chip.