Alipay Wallet Update Upgrade Experience Ali Reconstruction O2O

In the new version, Alipay wallet attacks social networking, provides a variety of consumer scenarios, and simplifies the operation steps at the same time, trying to enhance the user's frequency of use.

Under such circumstances, the two super mobile APP-- Alipay wallets and WeChat will revive the war.

In the past six months, Alibaba and Tencent are accelerating the pformation of traditional industries.

From the previous attempt, Alipay wallet connects people and services with payment as the breakthrough point, WeChat takes social breakthrough as the breakthrough point to layout O2O.

But from the point of view of the effect, payment and social interaction are indispensable. Alipay wallet lacks social genes, causing users to use less frequently than WeChat, while in the weakest trading group, the conversion rate from social to trading is much lower than market expectations.

Strengthen social interaction

Fan Zhiming introduced.

In the 9 version, we first simplified the user's operation steps, such as removing the gesture to unlock the password, and simplifying some steps in the Alipay wallet.

He said that the general view before was that the convenience and security of operation were contradictory. But now it seems that technology can solve this problem completely, that is, in simplifying the operation steps, we can ensure the account security through fingerprint identification, face recognition and big data.

For a payment tool with more than 400 million real users, the logic behind such a big change is to enhance the user's frequency of use.

Previous statistics have shown that every step of the user's operation process may cause 20%-30% users to stop operating.

It is easy to see that WeChat's social attributes have natural advantages in user usage frequency. Alipay wallet, based on the consideration of payment security, sacrifices the convenience of users to some extent, which is unfavorable to an entry level platform that shoulders the responsibility of O2O.

By simplifying the operation steps, Alipay wallet tries to solve the problem of user frequency.

At the same time, in the new version, Alipay wallet has added two new entries, namely "business" and "friend", to replace "service window" and "exploration" respectively.

In addition, the new edition has added a series of life and communication functions such as family accounts, IOU, group accounts, group payment and so on.

The name of "friend" has strong social attributes, and the addition of a series of functions reveals more the changes of Alipay wallet in increasing user stickiness.

But unlike WeChat's social attributes, Alipay wallet's scenario still revolves around payment.

Fan Zhi Ming, for example, said that through group functions, the "rice pick up", which can be eaten together for a meal, can generate a group payment code in Alipay. Each time the meal is checked out and the group payment code is shown, the AA can be automatically paid from each person who participates in the dinner.

The function of IOU is also based on payment. Fan Zhiming said that the scenes of borrowing money between friends often appear various embarrassments.

In this regard, the new Alipay has increased the function of "IOU" especially. When borrowing money from friends, you can make an electronic IOU.

After the expiration date, the system will automatically remind the repayment to avoid the embarrassment of "pressing money back" among friends.

By increasing the use of scenarios, Alipay wallets try to make up for social weaknesses.

But Fan Zhiming said that Alipay joined the "friend" function, and the introduction of communication scenarios is not a social interaction, not to be a chat tool, but to create a new scenario chain for people.

The important foundation of this relationship chain is real names, which are generated by users' trust based on real names and then generate credit, which is the foundation of all behaviors.

This also means that the new Alipay purse tries to increase the user's frequency by simplifying the steps to increase the stickiness of the user through more scenes, so as to collect more and more rich data to form credit (with the sesame credit under the ant's gold), and eventually the data will be realized in the O2O link.

Refactoring O2O

In the new version of Alipay wallet, the intention of O2O at the entrance is very obvious.

Previously, the performance of Alipay wallet in O2O was mainly provided by payment tools, but judging from recent actions, Ali's strategy is clearly providing comprehensive services.

Fan Zhiming disclosed that the new Alipay wallet will provide service interfaces and traffic for the word of mouth merchants through the open platform, including the nine interfaces such as open payment, marketing, business, service windows, login, share, credit and big data.

At the same time, Ali began to vigorously integrate offline resources.

In June, Ali and ant gold clothing jointly invested 6 billion in reforming the word of mouth network, and integrated the O2O platform that had been tetherless and the ant line service team to the word-of-mouth network to fully promote the integration of offline resources.

Fan Zhiming said that all local life services are all on the word-of-mouth platform.

The Alipay wallet takes on the functions of an entry and service platform.

Judging from the current situation, Alipay's wallet's O2O entry is still dining, but Fan Zhiming said that the catering industry must make sure that it will make a breakthrough in the early stage.

Now, Alipay and convenience stores, supermarkets have cooperation, in the future will increase massage, beauty salons, photo studio, pedicure and other cooperative businesses, these are the most important part of local life, the user after dinner watching the movie to massage, Alipay wallet will finish it together.

Ali is in

Frequent movements in the field also mean a new round of war in the domestic life service market to some extent.

At the moment, Baidu has announced that it will invest 20 billion in the next three years to support the glutinous rice net. In addition to investing in public comments, Tencent is also struggling to compete for all kinds of local life service businesses under the line.