2016 will walk away from us without knowing it. There have been many things in this year, but the biggest impact on everyone is probably the offline payment field.
In the last month of this year, the central bank officially implemented a new “package†of account management. The bank account is divided into three types of accounts, and the introduction of this regulation has made a bunch of people suddenly confused. Why is my bank account inexplicably turned into three categories? If you look at the new changes in the offline payment market this year, you will have a fairly understanding of the central bank's policy.
What is of interest to everyone this year is that Apple Pay’s entry into China has caused a big earthquake in the payment field. In the days when Starbucks does not support WeChat payment, you elegantly pull out the iPhone and tell the salesperson that you choose to pay with Apple Pay, and you will always feel subconsciously throwing your envious eyes.
Lenovo has been trying to enter the offline merchants since the beginning of 2013. Although it has experienced the iteration of the POS machine under the Alipay line, it finally found a way to avoid it and successfully changed people's spending habits.
At the same time, however, with the huge installed capacity of WeChat, it also began to explore the offline payment. Tenpay, once once suppressed by Alipay, finally found a sense of self-existence, and WeChat payment also strongly suppressed Alipay this year.
In the game of paying the market in 2016, what kind of subtle changes have happened to this big cake that everyone wants to swallow?
Apple Pay enters China, the manufacturer’s counterattack horn blown by UnionPay
Apple Pay is not a new feature of the iPhone, but in China it is a new label. In order to achieve no-card offline consumption, in 2013, Alipay launched a POS machine, but it was lost due to policy reasons.
However, in 2014, Alipay finally found a suitable offline settlement method, and the shop's scan code gun replaced the UnionPay POS machine. Alipay and WeChat almost overnight, relying on offline operations, has overcome the number of UnionPay offline operations that have been in operation for many years.
UnionPay was beaten in two years, and its "swing card pay" function was not favored by users.
Apple Pay, which was released in 2014, finally entered China in the face of the allegedly accepted UnionPay. But one reality that UnionPay can't avoid is that there are fewer POS machines that currently support its new payment methods.
Samsung Pay, another giant, is more suitable for UnionPay promotion than Apple Pay. Because it not only supports new POS machines, it also supports older POS machines.
It is obviously unrealistic to rely on Apple and Samsung to compete for the offline territory lost by UnionPay. In the double 12 in 2015, UnionPay issued a high-profile announcement of the UnionPay cloud flash payment, trying to implement its offline new payment method. This payment method only needs to be supported by the mobile phone with NFC function. Previously, major manufacturers such as Samsung, Xiaomi, Huawei and other manufacturers have released, but unlike Apple Pay and Samsung Pay, they need to use the corresponding bank's APP to achieve.
In order to promote the new means of UnionPay payment, in addition to extensive offline operations, the promotion of this payment method is advanced and safe, but limited by the problems of mobile phone models, UnionPay seems to be helpless in further promotion. After all, the offline operations of Alipay and WeChat have not stagnated. If it is impossible to cultivate the user's consumption habits in time, it is very likely that the Fed will be the next “swing card payâ€.
In the vast Chinese territory, bus cards are integrated into the daily lives of every resident. Using the NFC function to realize the mobile phone brush bus, as early as 2006, Nokia is no longer news. But if you use the bus card to complete the change in user payment habits, it starts from this year.
For example, Xiaomi 5, which was released at the beginning of this year, did not release its MiPay business in the first place, but instead implemented the bus card business. It took the lead in accessing Shanghai and Shenzhen bus cards. In the initial operation, you only need to attach the mobile phone to the bus card position, you can successfully swipe the card.
After the MiPay business was released in September, in order to reduce the user payment steps, Xiaomi changed the status of the original default activated bus card. When the user makes a payment, he only needs to close the mobile phone to the POS machine, and can directly call out the payment interface and select the corresponding bank card payment.
Samsung Pay, which recently opened the bus card function, has opened the bus card service by default. If it is directly attached to the POS machine, the POS machine will report an error and cannot be used normally.
However, Samsung has mistakenly connected to the Alipay business in its Samsung Pay, making it clear that UnionPay used to counter the payment methods of Alipay and WeChat. This market action by Samsung has disrupted the layout. The students with fine heart will definitely be issued, and the bank access of Samsung Pay has been stagnant.
Huawei Pay currently supports fewer models. Although it has access to many banks, it has not done so. Other domestic manufacturers, such as Meizu and Hammer, also indicated that they will support this business and increase support for bus services.
The flagship mobile phone of the vast number of manufacturers has finally formed a first-level matrix by UnionPay this year, becoming the horn of the UnionPay counter-offline market.
In view of the fact that the two-dimensional code is gradually accepted by users, and many mobile phones do not have built-in NFC chips, it is difficult to popularize the new payment of UnionPay more quickly. In this month, UnionPay sent a letter to the third-party payment company on "cooperating to promote the UnionPay card QR code payment products and related standard specifications", clearly stating "to jointly research and promote the UnionPay card QR code payment with third-party payment companies. Product related work."
Under the offline payment, UnionPay is launching a counterattack against Alipay and WeChat.
Alipay, status is gradually threatened by WeChat
Alipay, status is gradually threatened by WeChat
Alipay is the dominant player in the current payment market. Many users are accustomed to develop and are inextricably linked with Alipay.
But this year for Alipay, it is more like a Waterloo. This year's Spring Festival's "Jifu" activity is Alipay's exploration of social functions. In the past Alipay operations, users were "seeing people have a share", but this year, after harvesting a bunch of relationship data between users, Alipay has allowed most users to gather together, resulting in the collective tugging of users. .
But this is not over. After harvesting the social relationship data, Alipay has also made a big move to raise the amount of ant flower buds, hoping to continue encouraging friends to add friends. This operation "combination boxing" did not bring about an outbreak of Alipay social.
Alipay, which was supposed to be lucky for the payment of WeChat, was forced to change the free cash withdrawal to the withdrawal fee because of the operating cost problem. At the same time, banks have said this year that there is no charge for online bank transfers. Undoubtedly, this directly impacted Alipay's money transfer business. It did not become so different from WeChat, and it did not continue to wrestle with the bank.
According to data from iResearch, in the market share of third-party Internet payment transactions in 2016Q2, Alipay accounted for 42.8%, Tenpay accounted for 20.0%, silver merchants accounted for 10.9%, and quick money accounted for 7.0%. The proportion accounted for 5.2%, remittance accounted for 5.0%, Epro paid 3.7%, Jingdong paid 2.3%, Yifubao accounted for 1.4%, and Baofu accounted for 1.4%.
Alipay's payment scale is twice that of Tenpay (WeChat payment), but the payment scale is not equal to the coverage. In 2016, WeChat's daily life has reached 800 million, a veritable national APP, compared to Alipay, which has 450 million users active, and WeChat is twice as large. Although not all users have opened WeChat payment, the amount of potential users under WeChat is definitely a serious threat to Alipay.
In order to counter the social erosion of WeChat, Alipay released the "Circle" function in the front line, hoping to build a community, on the one hand to explore social functions, on the other hand continue to promote their ant credit. However, this practice is difficult to endorse the trust of the public. Instead, it has been forced to rectify and shut down this function because of two circle violations.
In the situation that the domestic market was bitten by WeChat, the overseas market that Alipay has been working hard has achieved good results this year. Alipay, which has already occupied the Southeast Asian market, is actively marching into Europe this year. Alipay's “user volume will increase to 2 billion in the next 10 years, 60% from overseas.†The blueprint is gradually becoming clear.
On December 6, Alipay announced that it has cooperated with the four major European banks. It has reached a cooperation agreement with Barclays Bank, BNP Paribas, Unicredit and SIX Payment Services to enable its users to pay with Alipay in 930,000 stores in Europe. Shopping money.
Previously, according to China News Network, Alipay has cooperated with German payment service provider Concardis. From October this year, it can be used directly in Alipay stores in Frankfurt, Hamburg and Cologne in Germany to complete payment.
Alipay, which has already covered Hong Kong, Macao and Taiwan, and supports the tax rebate function, is undoubtedly the popular hot air in the past few years. The status of the payment field has led to the expansion of its credit business. More and more people use the flower buds for consumption, and its credit history is also called by many Internet companies. The financial ecology of Alipay has been formed, and its existence not only threatens UnionPay, but also an impact for banks.
WeChat payment, continue to eat away Alipay share
WeChat payment, continue to eat away Alipay share
For payment, WeChat is only one loan function compared to Alipay. Tencent, which has already carried out the micro-lending test, is not enthusiastic about making consumer credit.
However, the cash charge for the withdrawal at the beginning of this year has really cast a shadow on WeChat payment.
In February of this year, after experiencing the baptism of the Spring Festival red envelope, WeChat officially announced that it will withdraw the charges from March 1. This announcement has caused a wave of turmoil in the industry. Previously, the bank has cancelled the cross-banking fee for online banking. The WeChat move will inevitably lead to the diversion of payments. Many people will abandon the use of WeChat transfer and use products such as Alipay and online banking.
But how can smart WeChat let go of this bug? Under the balance of your WeChat wallet, Money Link has become your gathering place for money. At present, the withdrawal fee for other alternatives has been developed by many netizens, but this cannot be changed. In the game with the bank, as the user’s active volume rises, the third-party payment is dragged down by the unequal terms between the bank and the bank. .
Relying on many offline consumption channels, more people are willing to choose to use WeChat wallet to consume online. WeChat's store support is also increasing due to its volume, and even some merchants become exclusive to WeChat, such as Starbucks, which added WeChat payment in December.
In overseas markets, WeChat follows the pace of Alipay and competes with it. Initially formed a payment front from Hong Kong, Macao and Taiwan to Europe and the United States, in Southeast Asia, Hong Kong, Macao and Taiwan and Japan, South Korea performance.
For the WeChat payment, which accounts for 20% of current offline consumption, the outside world is more interested in whether Tencent will be split. However, Ma Huateng said that it will not split WeChat.
You don't need a radical big test to test the water, just keep up with Alipay. After all, occupying such a large number of users, only fear of Alipay.
For the upcoming WeChat applet, what new changes will be made to the future WeChat payment, probably only wait until WeChat 7.0.
Baidu, Jingdong, this year is not easy
Baidu, Jingdong, this year is not easy
In the current offline payment field, Baidu appears to be more obscure. Although the previous Baidu wallet saved a batch of users by burning money, how many users use Baidu wallet when you pay the market offline? Offline payment is still only Alipay and WeChat, you will understand that Baidu offline market exploration, this road is not smooth.
If compared to the online market, Baidu wallet is still remarkable. The perennial cashback plan helps O2O merchants to transform and upgrade, which is led by Baidu. However, in every field, there are interceptions of Ali and Tencent, and the settlement of major merchants also supports these two platforms. What about Baidu Wallet?
On the contrary, Jingdong took the Dongfeng of the UnionPay cloud flash to start its offline payment exploration. Jingdong Baizhi has always been a major business of Jingdong Finance. How to enter the murderous offline payment has become a problem for Jingdong. If you go to the shop to scan the code gun with Alipay and WeChat, it is very unrealistic.
However, Jingdong relied on the second-class account of the New Deal to borrow a technology from UnionPay cloud flash payment, and issued a virtual bank card that can only be used for consumption - "white strip flash payment" card. Jingdong completed the transition without changing the existing offline payment system.
UnionPay's counterattack, making offline payment innovation
UnionPay's counterattack, making offline payment innovation
In the coming 2017, the offline payment structure is more diversified. With the addition of the national team, the two-dimensional code payment that has been detained with unsafe labels for a long time was also recognized by the country at the end of the year. Perhaps the third- and fourth-tier cities will still feel that there is still a long way to go without a wallet, and in China's first- and second-tier cities, this situation has already taken shape.
In 2016, UnionPay used cloud flash payment as a technical explosion point and made a full-year offline payment counterattack, which triggered a subtle change in the offline payment market. In the future mobile phone market, NFC function is no longer a tasteless. The Pay business of the manufacturers has become the selling point of their mobile phones, and supporting more urban public transport has become another corner of the competition between manufacturers.
In the trip, UnionPay and Alipay also competed. This year, UnionPay also began cooperation with the transportation department in Guangzhou, opening the Apple Pay subway gate passage. Alipay is also in Hangzhou, and it has also carried out a pilot program to scan the bus on the bus.
In the coming 2016, there have been many changes in the offline payment market. Although the current UnionPay cloud flash payment has not become mainstream, it has activated the innovation of the offline payment market. The emergence of "white strips" is the result of UnionPay's counterattack, but as a new payment method, UnionPay still has a long way to promote.
Alipay and WeChat maintained the basic pattern of offline payment this year, but in the face of a more active UnionPay, will the dominant ownership of offline consumption in 2017 return to UnionPay?
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