This year's double eleven has created a more brilliant record than the previous year's double eleven, whether it is relying on Taobao Tmall's Alipay, or relying on Jingdong Mall and opening up the financial consumption scene of Jingdong payment, or relying on The self-public consumption scene has laid out many WeChat payment for online and offline platform merchants, and they have become the strongest backing for the double eleven e-commerce and life consumption wars. However, not long after the double eleven, the major payment platforms have started a new campaign of two or two. Today's e-commerce war is actually a consumer war of a big war and a Chinese financial technology platform.
Jingdong Financial Double 12 is even more fierce, "integrated payment" attacked across the board
After tasted the sweetness of the double eleven last month, Jingdong Financial's double 12 seems to be more aggressive, and began to attack mobile payment from multiple directions.
First, team operations, integrated payment
Unlike the single operation of Alipay and WeChat payment, Jingdong Payment adopts the strategic play of integrated payment. In this double-twelf e-commerce war, JD Finance has integrated all payments such as Jingdong Xiaojinku, Baizhi, Jingdong Payment, Gangwon, Jingdong Wallet Balance, etc. During the event, any payment method can be enjoyed. With a return of 79 yuan, you can get up to 5% cash back.
The advantage of integrated payment is that it can meet the diversified payment needs of users, such as users using white bars, which is more suitable for some cash-strapped shopaholics on cards or for some users with temporary pressure. The choice; and the Jingdong small treasury can realize the payment of the purchase in an instant, especially in the peak of the double-selling such a peak.
Second, online and offline integration
Online, Jingdong Finance's payment system relies on its own resources such as online Jingdong Mall and Jingdong to go home, and has also reached strategic cooperation with many vertical, classified consumer market platforms such as campus, tourism and decoration, which is its online payment. The ecology complements the ammunition. At the same time, online consumption can also enjoy the six-phase interest-free interest of the White House and Jingdong Payment, and the maximum reduction of 1212 yuan.
Offline, users can use the "White Strips" payment on all UnionPay POS machines such as Wal-Mart, Starbucks, McDonald's, etc., and can also enjoy the highest reduction of 1212 yuan.
Third, the most intelligent lies in: strong alliance with traditional banks
In China, there are two relatively large competitions in the industry: one is in the telecommunications industry, China Mobile, China Unicom and China Telecom are vying to find that their last biggest competitor is WeChat; the other is the financial payment industry. Financial institutions such as ICBC, China Construction Bank, Bank of China, and Agricultural Bank competed for each other. Finally, their biggest competitors were not banks, but third-party mobile payment platforms such as Alipay and WeChat.
Alipay had violated the interests of the bank because of Yu Bao and so on, and was eventually unanimously resisted by the banks, so that today's balance treasure income was greatly reduced. At the same time, WeChat payment, Alipay's balance withdrawal, and transfer began to be forced to charge users. In addition, today, traditional banking institutions such as Industrial and Commercial Bank of China, China Construction Bank, and Agricultural Bank have launched their own two-dimensional code payment in order to challenge the two-dimensional payment methods paid by Alipay and WeChat.
To say that Jingdong Finance's most intelligent place to pay is to deepen cooperation with traditional financial institutions. Its "white strips pay" is the product of cooperation between white strips and traditional financial institutions, and it can make more than 19 million UnionPay POS machines offline. Realize the consumption of “white barsâ€.
In other words, unlike Alipay's and WeChat payment strategies, JD Finance's strategy is to unite with traditional financial institutions and finally expand the entire third-party payment market. As early as the end of March this year, Jingdong also cooperated with CITIC and China Everbright Bank to launch a small white card and became a hot IP in the credit card industry.
Alipay online is mainly based on defense, offline underwriting
For Alipay, today it is still the largest third-party mobile payment platform in China. Whether in the Double Eleven or in the Double Twelve, Jingdong Mall and Tmall Taobao are the two biggest rivals. After this e-commerce war, it gradually evolved into a duel between Alipay and JD. In the face of the trend of Jingdong's integrated payment, Alipay will not dare to take it lightly.
First, continue to use the red envelope to hold the line
At that time, Jingdong Mall first came out to pay for the Alipay payment method. At that time, many people said that they did not understand it. Does this affect the user's payment experience? Today is a sensible move. Jingdong Mall is actually laying the groundwork for its own Jingdong payment, getting rid of the user's dependence on Alipay. At that time, it was a dilemma. Today, Jingdong paid the strength of Alipay. .
In addition, the US group reviews and large and small WeChat public account e-commerce and many other online consumer platforms do not support Alipay payment, this potential threat is Alipay can not be ignored. On the occasion of the arrival of the double 12, Alipay still plays a red envelope strategy online, intending to continue to hold its online position through red envelope tactics. With the market share advantage of Taobao and Tmall, the Alipay online still has a certain market advantage.
Second, the excuse to launch a strong attack on the offline market
For Alipay, if you want to continue to consolidate your third-party payment advantages, you must make a bigger breakthrough in the online payment market. In this double-twelfth battle, Alipay launched an offensive to the offline market with the help of word of mouth. During the period from December 10 to 12, the national citizens can enjoy random reduction in more than 1 million merchants. Or a 50% discount on the entire offer (with a cap). At the same time, Alipay has launched various promotional activities in various shopping malls and supermarkets.
However, the pattern of offline payment market is much more chaotic than online. Although Alipay has a scale of 300 million users, the advantage of offline payment scenarios is far less than the market share advantage of Taobao and Tmall. Alipay needs to go deeper into the offline payment market, and it must be more effective than the online promotion. This is also the important reason why Alipay’s focus on the double-twelfth battle is tilted downwards.
WeChat payment promotion is slightly smaller, but the strength can not be underestimated
For WeChat payment, although it does not have the natural advantages of Jingdong Mall, Taobao, Tmall Mall, etc. like Jingdong Payment and Alipay, WeChat has activated hundreds of millions of active users through several consecutive Spring Festival red envelope activities. Alipay has exceeded the total number of paid users.
First, online: the left hand to create their own payment scenarios, right hand to build a payment ecology
The huge WeChat user base is very attractive to any merchant and e-commerce platform, so everyone is happy to open WeChat payment. In addition to the huge user base, WeChat payment has a big advantage is its own WeChat public number. On the one hand, the online distribution of WeChat payment provides online payment for merchants by opening up the WeChat public number of thousands of merchant payment systems, and supplements Jingdong Mall, Didi Travel, Beauty, 58 by means of shareholding. Consumer scenes such as home, public comment, micro-movie, eLong hotel, and fellow train tickets.
On the other hand, by opening a payment interface to independent websites and APPs, WeChat Payment also provided payment for many online trading platforms, and gradually built an online payment ecosystem.
Second, offline: use incentives to stimulate user spending
Online payment market, the biggest news of the day is that nearly 2,500 Starbucks stores in mainland China can start to use WeChat payment, although WeChat payment online does not have the same solid Taobao and Tmall Mall as Alipay, but WeChat payment is fully available with Alipay online. The opposite situation. On the occasion of the arrival of the double 12, WeChat payment is also not to be outdone.
WeChat payment attracts users in the form of incentive money. In the North China Supermarket and NUS 35524 supermarket chain, users can receive a small amount of incentive money for the WeChat payment. The incentive money can be deducted at the time of payment. Although the activity is not comparable to Jingdong payment and Alipay payment, WeChat payment relies on WeChat's huge user base, and its strength cannot be ignored by any competitor.
The e-commerce gene determines the payment pattern, but there are still three major variables in the future.
Looking at the global mobile payment market, PayPal has become the largest third-party payment platform overseas relying on Amazon.com; Alipay has become the largest third-party payment platform in China based on Taobao and Tmall; the predecessor of WeChat payment is also based on Take the mall, etc., and then use the micro-business and investment to participate in Jingdong Mall, the US group reviews, Didi Chuan, Beauty, 58 to home, eLong, Tongcheng tourism, etc. to build a e-commerce consumption scene and thus achieved a certain market position; Jingdong Finance's payment is also based on Jingdong Mall, Jingdong home and other self-consumption ecology, and then through today's cooperation with many vertical consumer platforms and offline businesses.
That is to say, whether it is Alipay, JD payment or WeChat payment, they can take the lead in the third-party mobile payment market, which is inseparable from their e-commerce gene. However, looking into the future, there are still three major variables in the mobile payment market structure determined by e-commerce.
Variable one: e-commerce decentralization
Today's e-commerce is different from the past e-commerce. Enterprises represented by Huawei, Xiaomi, Haier, LeTV, etc., their own smartphones, smart TVs and other products will be sold through Tmall Mall and Jingdong Mall. But they will also sell through their official mall.
At the same time, in more vertical segments such as tourism, sports, home improvement, education, etc., more and more platforms are opening up their own payment closed loops. The powerful platform may gradually build its own payment system, and its strength is weak. The platform depends on which payment platform to cooperate with, which will inevitably affect the market share of mobile payments.
The popularity of the micro-business has made a very important change in the e-commerce market: decentralization. If Taobao and Tmall's market share in the e-commerce sector is gradually weakened in the future, this is a very big threat and challenge for Alipay, which relies heavily on Taobao and Tmall.
Variable 2: The offline scene competition is far more intense than the imagination. Alipay and WeChat payment have attracted the attention of major traditional banks and UnionPay by sweeping code payment, and also caused the coveted market of other payment platforms for the offline payment market.
The “White Strip Flash Payment†launched by Jingdong Finance’s Baizhi has directly reached more than 8 million merchants in China through the strategic cooperation with UnionPay, etc. The China UnionPay has also announced the launch of the Double 12 event with various commercial banks. The discount covers 34 large chain stores across the country, with nearly 15,000 stores in 31 regions. During the period, large chain stores use UnionPay to pay 40% off (capped 50 yuan), and use UnionPay to pay 4% off at convenience stores. At the same time, major banking institutions have also launched scan code payment to stop Alipay and WeChat payment. For example, CCB launched its own payment brand dragon payment, and Agricultural Bank launched K code payment.
Variable three: Baidu wallet, Suning Yifubao, Wanda fast money, etc. For Alipay, WeChat payment and Jingdong payment, Baidu wallet, Suning Yifubao, Wanda fast money and other more powerful platforms either launch their own third party Payments, either through the acquisition of holdings to launch third-party payments, are all trying to take a slice of the third-party payment in this trillion-market size.
Baidu wallet has gained growth through its own living consumption scenes such as Baidu glutinous rice and Baidu take-out; Wanda Express has strengthened its layout through many merchants in the offline Wanda Plaza; Suning Yifubao also through its own Suning Tesco and offline Suning entity The store builds a payment ecosystem; Meituan has always been building its own payment system, and a few months ago it also completed the payment layout by acquiring a third-party payment purse.
In addition, Xiaomi acquired the advantages of Jiefu Ruitong, Highly Meida acquisition, Hongtu Gaoke's acquisition of Guocai Payment, Evergrande's acquisition of Jifutong, Midea's acquisition of Shenzhou Tongfu, Xinli Finance's acquisition of Haike Rongtong, and Honglei's acquisition of Guangdong Hefei Like Li Bao, these more powerful companies are starting to pay for their own ecological layout.
to sum up:
From the double eleven to the double twelve e-commerce wars, whether they are online merchants or offline merchants, they are struggling for their own sales, but for the platform, they care more about the movement behind them. Pay for the big battle. Jingdong Finance has integrated all payment methods such as Jingdong Xiaojinku, Baizhi, Jingdong Payment, Gangwon, Jingdong Wallet Balance, etc., and launched a large payment promotion online and offline; Alipay holds the online payment market through the red envelope, and uses word of mouth to jointly The merchant launched a storm on the offline; although the WeChat payment was slightly inferior in promotion, its large user base was enough to make it an important force in the double 12 mobile payment war; at the same time, UnionPay, La Cala, Baidu wallet Other payments such as Suning Yifubao, Gome Meibao, Wanda Express, etc. still add a bit of color to the dual 12 mobile payment war.
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