Scenes, scenes, scenes!
When Internet companies such as BAT used Internet finance represented by various treasures to subvert the old three concepts of traditional finance of "offline stores, passively waiting for customers, and medium profits", they began to move from a simple competition of "interest" to a deeper level.
Scenario finance is an active technology that seeks to widen the gap.
In early July, Ant Financial announced that its Alipay service window was connected to the XAG Agriculture service window. Users can search for "XAG" on the Alipay APP and order online the drone pesticide spraying services provided by XAG Agriculture.
On the surface, this new service is just a gimmicky O2O attempt, but in fact, it contains a financial scenario of rural areas, pesticides, and agriculture that people can easily imagine.
This is just a small step for BAT to lay out scenario finance.
On the entire Internet financial chessboard, there are ambushes like this everywhere, always ready to subvert the Internet financial forms of various treasures that have hit the ceiling again.
Tencent: There are scenarios everywhere in social finance. Among Internet financial products, the one with the most grassroots content is none other than WeChat red envelopes.
As a vital part of Tencent's Internet financial matrix, WeChat Pay uses red envelopes to pave the way and successfully takes advantage of the Chinese traditional festival Spring Festival. Since 2014, it has completely defeated Baidu and Alibaba in three Spring Festival red envelope battles.
opponent.
Red envelopes are a favorite scene among Chinese people.
Spring Festival red envelopes, this is the scene experienced by hundreds of millions of users. It is vivid and concrete, and can be learned by anyone without a teacher.
However, the main usage scenarios of red envelopes are mostly the exchange of gifts between friends, and Tencent’s way of breaking the situation is to derive more scenarios from this.
Tencent has been extremely depressed for a long time due to the lack of scene experience in Internet finance.
Tenpay was launched in 2005 to compete with Alipay, a third-party payment platform launched by Alibaba in 2004.
But until 2013, Tenpay did not successfully convert Tencent’s huge social users.
The reason is equally simple. Tenpay, which provides various transfers, water, electricity, gas bill payment, and even various ticketing services, is not really different from Alipay's services. Even these services have been covered in traditional finance for a long time.
Simple convenience is not a scene.
Users must have more substantial contact.
The social module is obviously one of the easiest places to generate user scenarios, especially in the early days of scenario finance.
In January 2014, Didi Taxi and WeChat Pay took the lead in promoting mobile payment in 32 cities across the country with a cashback method of "10 yuan instant discount for passengers and 10 yuan bonus for drivers", which launched the first shot of China's scenario finance.
, followed by the Spring Festival WeChat red envelope war, and through various shakes, WeChat payment users reached 400 million in just six months.
With this scale of grassroots users, Tencent’s chessboard began to expand.
In March 2014, Tencent realized that QQ wallet was accessible on both Android and Apple systems; after that, financial products and credit systems such as Licaitong and Tencent Credit Information were established. In December of the same year, the country's first private company in which Tencent held 30% of the shares
The bank "Shenzhen Qianhai WeBank Co., Ltd." was established.
A social payment system that revolves around social networking, with banking business as the middle point, and supported by three major social payment systems: Quick Payment (PC version), WeChat Pay (mobile version), and QQ Wallet (Tenpay mobile version), using Licaitong
, Tencent Credit Information and the upcoming WeChat Securities have been expanded as broad financial products, and a social financial matrix involving loans has been launched as an Internet bank with "no branches, no counters, and no property guarantees".
But apart from red envelopes and various O2O subsidies, Tencent's financial scene expansion based on social networking is still lackluster. Although its WeChat payment tentacles have expanded into the huge real economy, a large number of physical stores will be able to use WeChat payment as their cashiers.
Standard.
According to a recent survey by Rong360, in terms of payment, 53.3% of the respondents chose Alipay or WeChat payment, while only 22.9% chose to pay by credit card.
The proportion of people who transfer money through Alipay or WeChat is as high as 72.3%. The younger the users, the more likely they are to choose WeChat and Alipay for payment.
Besides red envelopes, what else can happen?
Please note that Tencent’s scenario finance is still based on user consumption. Especially starting from March 1, 2016, WeChat Pay has charged a handling fee for changing money to bank card withdrawals, which further highlights the role of WeChat Pay outside the consumer field.
It is unable to keep users’ funds on WeChat’s accounts in other forms.
Behind the "charging" incident, there is no concealment of the attempt to integrate the huge user WeChat change into Tencent Financial Management, which just opened the entrance to WeChat at the beginning of the year.
But in April this year, Wealth Management announced that it would fully support small and medium-sized banks, supporting 108 banks. In addition to a number of monetary funds similar to Yu'E Bao, it also has regular financial management, insurance financial management, and even index funds.
But when the magic power of various treasures to attract money has faded, Wealth Management seems to have fallen into the predicament of the former Tenpay with full functions and blurred appearance.