Three "purse" market segmentation

Special correspondent Wu Kunda came from Beijing

From the beginning of the new year 2014, Tenpay and Q will work together to create the payment capability on Q-QQ wallet, from one-wheel drive originally used on mobile payment to two-wheel drive, which is to work with WeChat wallet Poke Alipay wallet trend?

Especially during the World Cup in June, mobile QQ wallet launched a more massive "universal World Cup" activities, but also led to speculation in the industry: Tencent force mobile QQ wallet, two purse attack Alipay in the end what kind of result? Obviously, the battle between the two horses escalated again.

Mobile payment portals have been the focus of contention for major non-financial institutions in recent years. Among them, especially Tencent and Alibaba (scroll information) is even more. Due to the huge size of both platforms and users, the mobile payment market has also been the WeChat wallet and Alipay wallet.

QQ mobile phone now a strong force wallet, Tencent is a precautionary measure, but also its mobile payment strategy to strengthen the layout. In the future, the three major "wallets" will divide up the mobile payment market and form a pattern that will dominate the world from double domination to third.

"Two horses" to pay entrance hegemony

Many people are familiar with mobile payments, especially in the first and second tier cities, which have become part of people's lives. And its development is also particularly rapid, iResearch Q12014 data show that China's mobile payment transactions reached 1532.88 billion yuan, an increase of 112.7%.

For the 250 non-financial institutions that have already been paid a license, mobile payment is undoubtedly a big cake and naturally the competition is fierce. There is also a saying in the industry that "those who have to pay for the importers have the world". However, in the contending mobile payment market, the number of competitions that are truly evenly matched is the number of successful candidates for Tencent and Alibaba.

As early as the PC-dominated Internet age, Tencent and Alibaba have started to face competition in the field of payment, TenPay and Alipay two payment tools, often in online shopping and living expenses and other PC applications staged duel showdown. With the advent of the mobile Internet era, especially after the introduction of the mobile QQ wallet, the competition between the two parties in the mobile payment field has become even more intense.

Open the phone you can see, whether it is access to TenPay mobile QQ wallet, WeChat wallet, or Alipay wallet, consumers are most familiar in the field of life applications, there is tit for tat competition products. Such as in the taxi software, hand Q, WeChat wallet access drip taxi, Paypal wallet access fast taxi; In the group purchase market, Q, WeChat wallet access to public comments, Alipay wallet access to their own Taobao. Similarly, the competition in many scenarios such as mobile phone recharge, utilities payment, lotteries, credit card repayments is even more intense.

In fact, the official competition between Tencent and Alibaba in the field of mobile payments started with the opening of WeChat payment function in August 2013. Prior to this, a hundred schools of thought contend the mobile payment market is Alipay wallet a dominance, and with the WeChat wallet on the line, the market structure gradually turned to doubles hegemony. Especially during the Spring Festival this year, WeChat purse launched the red envelopes, making the pattern of this hegemony more stable.

Following the WeChat wallet, Tencent launched the mobile QQ wallet again in early 2014, especially during the World Cup. This is undoubtedly a reshuffle of the mobile payment market. Next, Tencent and Alibaba in the field of mobile payment hegemony is bound to intensify.

The past six months, Tencent launched QQ wallet, Rio Tinto micro-wallet and hand Q wallet application scenarios, Alibaba is also also strongly into foreign markets. Obviously, as the two giants are accelerating the pace of layout, the centralized domestic mobile payment market will be strengthened. In other words, TenPay and Alipay will share the mobile payment market.

As early as August 2013, Lai Chih-ming, general manager of Tenpay, said in an interview that Tenpay will make a corner overtaking on the mobile terminal and seize the commanding heights of mobile payments through the two major platforms of WeChat and Q.

Obviously, with the development of mobile QQ wallets, TenPay has formally formed a dual-engine layout on the mobile terminal. WeChat wallet and mobile QQ wallets keep pace with each other. It has also driven the two legs of TenPay mobile payment to walk.

Three wallets market

With the same product of Tencent, WeChat in order to promote WeChat payment has been conducted "a war", and now force mobile QQ wallet again, which Tencent, will there be suspicion of duplication of resources?

Data show that QQ currently has 800 million monthly active users, of which mobile QQ active users up to 550 million, and user coverage and distribution, in addition to the 1-4 line cities, as well as the most rural areas in rural areas.

More consumer information from WeChat shows that WeChat users are more concentrated in tier-1 and tier-2 cities. Because of their years of accumulation, QQ users have become more widespread, especially in the low-lying areas that WeChat has not reached yet.

Ma Huateng also said that the phone QQ product line has been sorted through again, and WeChat differentiation competition. Instead of replacing each other, the two are self-renewing. Ma also revealed that mobile QQ active account close to two times WeChat. In addition, hand Q back Tencent relies on the PC side of the tree, it is easy to achieve multi-screen interoperability, and then enjoy the PC-side features or resources, these are any products are difficult to have the background resources, it is these resources constitute Hand Q pay for competitiveness.

Tencent's strategy is actually very clear, WeChat and mobile QQ coverage of different people, and then trying to cover all users. In other words, with Alipay in this battle to pay the entrance to the fight, Ma made a new tricks to take a strategic point of view the layout of a strong pressure.

From the mobile QQ user base point of view, mobile QQ wallet although this on the line this year, but compared to the WeChat wallet and Alipay wallet, but has a completely different advantage, which also prompted the outside world will be regarded as causing the earthquake in the mobile payment market Heavy products.

Choi Choong-chung, Q Pay Product Manager, Assistant General Manager Cheng Ho-jian said: Through the QQ co-operation with the mobile phone to create QQ wallet, the development of new Q platform, the ability to pay, but also for the old users of TenPay to experience a better Mobile payment services, QQ purse along with the TenPay account system, both to support TenPay balance payment, but also bind the bank card payment.

Walker consulting analyst Wang Liang believes that the mobile QQ social networking and platform features have been set up before the launch of the payment function, be regarded as the last mile to get through the mobile QQ to the commercialization process, its platform strategy is full of imagination.

Can be imagined, with strong support for mobile QQ payments strong promotion of the background resources, will inevitably promote large-scale growth of its users. By then, the mobile phone with 550 million users QQ, 500 million users of WeChat, 400 million users of Alipay, or the mobile payment market will dominate the three-thirds of the world pattern.

Winning differentiation

Compared to the WeChat wallet and Alipay wallet, mobile QQ wallet started late, how to make the difference between the two, make the difference and their own characteristics, this is a greater challenge, but also Tencent "WeChat + Q" strategy Core.

Overall, the mobile QQ wallet in terms of product features, and the other two are not much different, but the difference is that the user base is larger and more flexible gameplay. Hand Q payment can be paid through multiple scenarios and channels, such as searching for nearby push stores and pushing products in local life promotions; offline scanning and payment; and opening Jingdong (29.11,0.90,3.19%), dropping a taxi, Recharge, buy Q coins, lottery, buy and Tencent public welfare and many other third-party life services.

In addition, the Q hand payment into the TenPay account system, users just bind the TenPay account, bank card, credit card information will be synchronized directly to their mobile QQ QQ wallet, do not have to repeat the card to pay to tie, Convenient.

Although they all belong to the application of the payment function of TenPay, the division of labor between mobile QQ and WeChat tends to become clearer and clearer. Payments will focus on the most mature mobile game and entertainment application market in business models and will take on the Q platform Commercial responsibility. WeChat will focus on payment, Internet finance, mobile commerce and other aspects continue to explore and explore the possibilities of commercialization of WeChat platform, but the business of the two is not entirely different, but integration of each other.

In short, Q is responsible for the commercialization of Tencent's mobile Internet, which is more reflected in the tactical level, while WeChat is more responsible for the future of new business dreams, which is a strategic point of view. Both become Tencent's most important two major commercial platforms in the mobile Internet, are indispensable.

Although the mobile QQ wallet was launched this year, its impact and activity have drawn the attention of the outside world. Taking the "World Cup" activity just launched during the World Cup as an example, the number of WeChat wallet and Q wallet participating in the focus games exceeded One million, we can see that the two are keeping pace.

In the future, by virtue of the advantage of PC-side, QQ Wallet may well make Q a step ahead of WeChat and be the first to realize the platform-based commercial layout and become the exemplary cash cow for Tencent in the mobile Internet field. In a sense, the two-pronged approach of mobile QQ wallets and WeChat wallets is also the "two-wheel drive" strategy of internal competition, self-motivation and common development of mobile payment territory by Tencent.