Two-dimensional code difficult to get rid of tool attributes, commercial Road prospects worrying

Benefit from the maturity of the basic conditions and the promotion of Internet giants, 2012 years later, the two-dimensional code in China shows a burst trend of development, in the various segments of the industry can be seen everywhere two-dimensional code figure. Undoubtedly, the two-dimensional code in the information voucher, e-commerce, advertising marketing and O2O can play a unique role in the field, but the quality of the advice that two-dimensional code is always difficult to get rid of tool attributes, as a standard tool its value is to support the commercialization of other products or services; For some businesses that are currently based entirely on two-dimensional code to build business models, The ceilings of their development have begun to appear.

Two-dimensional code begins to explode in 2012 years.

2012 years later the two-dimensional code in China has benefited from the following two reasons: first, the rapid popularization of smartphones and 3G networks, so that China officially entered the mobile internet era after 2012 years, which provides a hardware base and mobile network environment for the outbreak of two-dimensional code. IDC data shows that 2012 China's smartphone shipments surpassed the United States leaped into the world's first, the annual shipments in 200 million units around. According to the Ministry of Information, China's 3G users in April 2012 159 million, the proportion of mobile users reached 15.4%. According to the international mainstream operator's development experience, 3G permeability once reached 15% means that 3G development into the accelerated growth phase, by the end of 2012 China's 3G users accounted for more than 20%.

Another reason the two-dimensional code exploded 2012 years later was the push of internet giant Tencent. At the end of 2011, the micro-letter 3.5 version of the formal introduction of the two-dimensional code function, users can be their own two-dimensional code to share the micro-blog and social networking sites, with the micro-letter scanning function can be added as friends, since then, the micro-letter two-dimensional code function gradually improved. With the development of micro-letter, two-dimensional code has been paid attention to. September 2012 Tencent CEO MA in the Internet Conference on the two-dimensional code positioning for the line under the key entrance, further elevated the importance of two-dimensional code. Micro-letter as the most successful product of China Mobile internet age, its demonstration benefit is very obvious, by its influence two-dimensional code's exposure degree increases, supports the two-dimensional code the application and provides the two-dimensional code service enterprise to increase rapidly.

Two-dimensional codes play a unique role in various fields

Two-dimensional code in 2012 years after the more widely used, a variety of parity, coupons, group purchase and other life applications have increased the function of two-dimensional code, and television programs, film propaganda, newspapers and magazines are also more and more appear two-dimensional code figure. Despite the many occasions used, however, the quality of the consultation found that two-dimensional code mainly play the role of the following: information transmission, identity vouchers, web portals and mobile payment, and corresponding, two-dimensional code also in advertising marketing, E-commerce and O2O and other industries play a unique role.

Advertising marketing, which is the core target of information transmission, is the most widely used field of two-dimensional code. Two-dimensional code consists of graphic symbols, itself can store a large number of data, personal business cards, products, such as simple introduction can be directly displayed through two-dimensional code. More scene is the two-dimensional code as an information intermediary to guide users to the relevant activity page, which enables two-dimensional code in the field of advertising marketing has a larger space. The two-dimensional code itself has a certain secrecy, through creative or motivated activities can easily arouse the enthusiasm of the user's participation; especially in the mobile internet era, netizens spend more time on mobile devices, and traditional TV and PC advertising forms are not suitable for mobile end, Through two-dimensional code to do mobile marketing to adapt to the increasingly fragmented trend of netizens time, at present, based on two-dimensional code of classic marketing cases are increasing trend.

With the popularity of two-dimensional codes, it is widely used in the field of electronic commerce. A typical parity application such as Amoy burner and I check on the two-dimensional code scanning function, can be scanned products by two-dimensional code feedback products online under the major supermarkets or on-line shopping platform for the price comparison, thus leading users to carry out shopping activities. Further, such as Guangzhou Flash purchase, through the promotion of the second dimension code applications, offline and brand manufacturers to establish cooperation, through the application of the two-dimensional code to scan the brand's merchandise barcode can be completed one-stop mobile shopping. October 2012, the two-dimensional code master read as the core business of smart quick beat also began to vigorously enter the field of mobile electricity, through and magazine cooperation to launch two-dimensional code subscription services. In the future, E-commerce, especially the combination of mobile and two-dimensional code will produce good market opportunities.

In addition, two-dimensional codes play an important role in the field of O2O. First, the two-dimensional code as the carrier of information, can play the role of credentials. For the O2O chain, the user from the line to the line often need to have a middle certificate, two-dimensional code is a good form of vouchers, simple use of the scene such as online activity registration, offline use of two-dimensional code to sign in. and O2O to achieve closed-loop or to achieve the traceability of passenger flow, two-dimensional code can play a greater role. The early O2O platform through the membership card or coupon form to carry out passenger flow traceability, but because the business has a certain moral hazard, the actual effect is difficult to measure. O2O's typical use of group buying arose, through the advance payment and offline verification to achieve a closed loop, but offline verification is mainly manual input numbers, more time-consuming and laborious. Compared with digital input verification, two-dimensional codes can be quickly identified and can be used to construct a more efficient and complex traceability system that can be applied to a wider range of O2O domains. Quality Road consulting that, at present many O2O enterprises are laying line two-dimensional code verification equipment, in the NFC mature, two-dimensional code is to achieve O2O traceability is the most popular possible form.

Two-dimensional code becomes standard tool, it is difficult to build business model independently

Although the application of two-dimensional code many scenarios, in various fields can play its unique role, but because the two-dimensional code technology threshold is low, the substitution is strong, it is always difficult to get rid of the tool attribute, the commercialization prospect is not clear; the product-path consultation considers that as a standard tool, the value of two-dimensional codes is to support the commercialization of other products or services. For some companies that are currently based entirely on two-dimensional code to build a business model, their development ceilings have begun to appear.

The two-dimensional codes commonly used in China are QR codes, belong to the open standard, a little technical strength of enterprises can enter two-dimensional code master read and read the market, the market competition is very fierce; for the vast majority of users, two-dimensional code is just a sweep code tool, and such as weather forecasting applications, calendar applications are not essential differences. Moreover, from the usage frequency, after the early freshness, most users are very difficult to rely on two-dimensional code formation. From the convenience point of view, the two-dimensional code in many scenarios does not play a role in simplifying business processes, the current stage of widespread use is more because of freshness rather than the real value. Moreover, the two-dimensional code itself has the security hidden danger, because scans the two-dimensional code to cause the user interest to damage the event to emerge unceasingly, the future more safe and the more efficient recognition way will be likely to replace the two-dimensional code. Two-dimensional code endorsement Tencent on the internal identification field research and development work, and some two-dimensional code professional company is also actively preparing to enter more recognition areas.

As a standard tool, the value of two-dimensional code is to support the commercialization of other products or services. In the case of micro-letters, business card sharing and two-dimensional code scanning for two-dimensional codes adding friends is a service that expands the chain of social relationships, and micro-letter to do O2O is through the online scanning business two-dimensional code to become members, the realization of its business value is to rely on the offline team to establish a direct partnership with the merchant, two-dimensional code in this process only play a supporting role. From two-dimensional code mobile shopping, platform and brand manufacturers to establish a cooperative relationship, offline warehousing Logistics is the core, two-dimensional code itself is not a channel, just for the mobile shopping process to provide a tool. For a successful marketing campaign, the activities of their own preferences and incentives are to promote the user's attention or participation in the real reason, two-dimensional code to play only the role of packaging and connectivity, activities can also choose other packaging and forms. So it can be said that the two-dimensional code is increasingly a standard tool, which itself does not have much commercial value.

At present, the development of a business model based entirely on two-dimensional code, the ceiling has begun to appear. For the main read the market two-dimensional code enterprises, even if there is a large number of users, the lack of other services to cooperate, business is very difficult to become. For the two-dimensional code companies that are reading the market, the low threshold of electronic vouchers and vicious competition make the profit more difficult. At present, the main read and read two-dimensional code enterprises into each other's field, with smart quick shot and Shanghai Wing Code as the representative of enterprises are exploring the possibility of using two-dimensional code into other industries. And the two-dimensional code shopping as the characteristics of the Guangzhou Flash purchase also online mall, gradually to the traditional sense of mobile shopping closer. Product Consulting found that at present, several major two-dimensional code enterprises in the market development is not very smooth, in the final analysis because the two-dimensional code is only connected online and offline tools, difficult to assume the role of the portal and platform, and simply based on two-dimensional code to build business model, the development prospects are very confused.

Original article (the first in the "Bazaar Men" June issue), reproduced please specify the Source: Huang (Research director of quality, the Internet industry analyst); Sina Weibo Huang. Welcome to the micro-letter, the first time to read my article. Open micro-mail click-Friends--Add friends-Search number Input "Puji-she" (Universal)