“Cash and credit cards can be checked here!†The cashier’s little brother shouted again and again, but it was in vain, and he was still empty in front of him; at the same time, another queue was in the small storefront.蜒 Extend - People hold a loaf of bread and hold a hand.
This is what the reporter saw in a bakery in Lujiazui, Shanghai on December 12, 2014. At this moment, the prediction made by China’s Ping An Chairman Ma Mingzhe last year suddenly began to ring. “In 10 years, 50% to 60% of credit cards and cash will be replaced.â€
On this day, similar situations were staged in many parts of China. The shelves of the Shanghai Agriculture Industry & Commercial Supermarket and its convenience stores were “washed out†by consumers on the morning of the same day; the snacks made at 85 degrees c bakery now came out in batches; the salespersons from Shanghai’s stores were from 8 in the morning. From half an hour to 9 pm, the nerves, like the checkout system, crash once every three minutes.
To upstart Asia’s richest man, Ma Yunfu, Alibaba announced that nearly 100 brands and approximately 20,000 stores on the same day can participate in “50% off payment using Alipay wallet paymentâ€, covering restaurants, supermarkets, convenience stores and even Taxi etc.
Some people even calculated that if the concessions for each category were used in accordance with the rules, only Shanghai residents would receive 200 yuan per person.
According to statistics released by Alipay at 3:30 pm on the same day, the total number of penalties in the country has exceeded 4 million. Among them, there are 1.09 million pens from supermarkets, which is several times the turnover of a single day.
Challenge CUP POS directly
"Double Twelve" Alipay discounted, someone benefited, and some people were beaten.
The brunt of this is UnionPay. From the financial perspective, traditional banks have three main businesses. The first and most basic is the credit business; the second is the intermediate business, ie transfer, exchange exchange, deposit certificate, etc.; the third is the transactional business. . Payment is a very small part of the bank's intermediary business. It only accounts for about two or three points in its overall revenue. In the past, banks did not pay attention.
It is rumored that when Ma Yun began to do Taobao in 2003, he had looked for UnionPay to help with the settlement, but UnionPay did not accept this cooperation, so Ma Yun and others drove the boat and took it upon themselves to do it. Under the support of Taobao's massive transaction volume, Alipay has now grown to become China's largest third-party payment platform, with direct sales to UnionPay.
In July 2013, the People's Bank of China issued the "Administrative Measures for Bank Card Receipt Business", which released a signal to the market to open the bank card clearing market, which opened the channel for Alipay to enter the offline acquiring business. The Alipay wallet in the "Double Twelve" is a direct hit to the POS machine collection service for offline orders. It should be noted that in the current annual revenue of approximately RMB 13 billion from China UnionPay, the domestic POS machine receipt revenue accounts for more than half of its business income. UnionPay's past effort to lay out POS machines online was also instigated by Alipay - for the sake of obtaining benefits, customers quickly learned to pay for mobile Alipay, and cashiers were also familiar with PayPal's order collection process through forced high-intensity practice.
In fact, in addition to the backward marketing strategy, the aging of payment means is also a problem for banks and UnionPay. In the past, the entire offline payment network was a bank, but now it is covered by a third-tiered payment network. The latter’s behavior is more innovative. For example, card-based payment was common in the past, and fingerprints are now added. Sound waves, NFC (close-range wireless communication) and other methods.
Perhaps as Bao Zhantie, vice president of technology at DBS Bank (China), said, “Ali is entering a variety of payment scenarios. Ali and the bank will usher in a fierce battle. History will remember the Chinese line on December 12, 2014. The market for acquiring orders will be subverted from then on, and Alipay will formally challenge CUP."
Wechat payment to reflect
On December 12th, a news broadcast on television: In the morning, at Beijing’s Tongzhou District Wumeidian Beiyuan Store, Aunt Wang’s 60-something carrying three mobile phones pushed a shopping cart to the checkout counter. “I took it. Son and daughter-in-law's mobile phone, use Alipay wallet to enjoy a 50% discount, a calculation can save 150 dollars!"
The reporter also asked the old man who rushed to the supermarket for shopping this day. How could he use the mobile phone to pay the treasure? The answer is, look in the front and back of the team, ask each other, and it will be used soon.
So China’s internet companies are really interesting. There are tricks and quick “subsidies†to teach drivers how to make fun with smart phones. The existing Alipay wallet uses “little money†to teach adolescents who have mastered the economic lifelines of their homes. Sweep the bill with your mobile phone.
WeChat has also caught up with such a good time. During the Spring Festival of 2014, the rush of red envelopes made it possible for WeChat to collect tens of millions of new users who have bound bank cards. It has taken up a piece of high ground, and it was rumors that it was Alipay is also scared.
However, one year has passed, and WeChat payment seems to have made little progress. One day to grab a red envelope to the WeChat wallet, the daily transfer of the WeChat wallet is not immediate, and the WeChat financial product is taken out at a slower pace. This experience is not as good as it is in the Internet era, so it is online, let alone build a line on it. Under the merchant's confidence.
"Double Twelve" on this day, Tencent and WeChat payment have also been beaten, can only rely on the Department to grab a little bit of a taxi to catch the limelight. Perhaps it was just getting financing to $700 million. On the morning of the 12th, it sent a message to users saying that it would send a ticket for 10 yuan. "If it is effective on the same day, it will give you less money on December 12th." There is no lack of cooperation with Ali. Its fast taxi "free start of the day" is the limelight.
"This is O2O"
This year's "Double Twelve", which should have been the protagonist's Taobao purchase, has almost no sound, and line-down physical stores have become a landscape. This is the "Double Twelve" in the calendar year, and the focus was first transferred offline.
"This is O2O (online to offline)!" A guy who did not know about the discounted activity had come to realize his feelings after convincing the clerk's persuasion to take back his purse and open his mobile phone to check out and get a $20 discount.
In the past two years, O2O has become a popular word. However, it is quite difficult to display it objectively and widely accepted by ordinary people.
Take Alipay Wallet as an example. The scan code payment of the hot line shop is a type of “pay in person†and it has been developed for some time.
As early as 2013, Alipay has already cooperated with more than ten domestic vending machine operators for electronic transactions. Later, barcode payment for convenience stores and supermarkets was launched. In January 2014, the brand independence of Alipay wallet and 8.0 new The version was launched, and it began to test the marketing activities such as “Saving the code to pay 10% off†at the convenience stores in Xishida. Compared to traditional offline payments, the advantage of Alipay Wallet is that it is not afraid of counterfeit currency, it is free from change, and it is automatically credited.
Conveniently, Alipay wallets have not been able to scale up until this year’s “Double Twelve†accident.
“Inadvertently and arbitrarily!†Even the staff of Alipay are very surprised. This was originally one of a series of activities planned for Alibaba’s “Double Twelveâ€. Rethinking, the Alipay employee said that the past marketing activities were too small and static. “Double Twelve†activities will be paid next year, but this large-scale promotion will probably be one or two years. This time, it seems to be more like helping merchants clear inventory.†He laughed, how to attract and maintain users in daily life is the problem.
The discount of Alipay Wallet gave us an inspiration: In China's O2O market, we must start subverting from small-sum payments, starting from common payment scenarios for the common people. After the mobile acquirer is fully realized, the pre-authorization, sub-runout, open-interface mastering of consumer data and card coupon collection management planned by the third-party payment providers are possible. Predictably, O2O has become a new battlefield for giants, and it is expected that the competition will be even fiercer next year.
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