The competition player under the decentralization of traffic has changed: Alipay invested 10 billion yuan in capital resources to speed up and open

(He Yongming, Vice President of Ant Group and General Manager of Alipay Ecological Development Division)

China Times (chinatimes.net.cn) reporter Lu Xiao Hangzhou report

Entering the digital life deep water area, Alipay's ecological opening up further accelerates.

On July 21, Alipay announced at the partnership conference to upgrade a series of products such as life numbers and small programs, and will invest 10 billion yuan in capital resources in the next year to focus on And rebate, help cost reduction and provide free public domain traffic incentives.

Behind this, from sweeping shared bicycles, to brushing your face into the subway, to registered, ordering, and ordering ... Alipay, who has walked for 18 years, has transformed from the initial payment tool to a living service platform with a billion users. He Yongming, vice president of Ant Group and general manager of Alipay Ecological Development Division, also mentioned on the same day, "Behind each payment data, it is not a cold number, but a living person."

It is said where people are and where the traffic is. Where is the traffic and where the business is. The current focus is how to make good use of these traffic.

Need long -distance players

"Entering the deep -water area of ​​digital life has actually entered the era of omni -channel. As one of Alipay open ecosystems, one of the omni -channel business operations, we will focus more on helping merchants' autonomous operations." He Yongming said that day.

He also talked about the reflection on traffic that day, thinking that entering the digital life deep -water area, long -distance runners need to be long -distance runners. He Yongming also said that Alipay will focus on how to expand the size of merchant users, rather than simple traffic scale; it will focus on how to promote the active of users, rather than a simple recall.

According to the reporter of the Huaxia Times, in terms of expanding the size of the user, Alipay continues to expand the centralization by comprehensively opening up the homepage, search, and payment success page. "We hope that the centralized position will be open. The core is to assist the self -operated user of the merchant." He Yongming said. At the policy level, Alipay has now opened more than 10 billion public regions through the "Star Project 2.0" to help merchants sustainable self -operating.

Alipay's public domain traffic is considerable. Although the latest user scale is not disclosed. But a public data is that as of June 2019, Alipay and its local wallet partners have served global users with more than 1.2 billion.

With the size of the user, the next step is how to make users more active. However, with the trend of decentralization of traffic, the applet and life numbers form two positions operating by merchants on Alipay.

According to the reporter of the Huaxia Times, in terms of private domain traffic operation, Alipay has upgraded the life number, and from the original single graphic information to a variety of content forms such as short videos, live broadcasts, graphic Gathering "Life Channel" at the center of the Alipay APP. In addition, the life number is also opened with Alipay applets. Merchants can mount small program marketing components such as cards and vouchers in the publishing content to support user operation functions such as fan interaction and fan benefits.

The data provided by Alipay also shows that since the establishment of "decentralization and centralization", in the past year, Alipay has accumulated 78 universal products in the past year; the co -creation scenario solution with partners has exceeded 200 more than 200 One; small procedures increased by nearly 30 % monthly, of which the small procedures for living service became the mainstream, with an average of nearly 700 million people daily.

Grab the user's attention

Speaking of Alipay's transformation, 2020 is a key node.

At the Alipay Partner Conference in March 2020, Hu Xiaoming, then Ant Financial CEO, announced that it will create an open platform for Alipay's digital life and set up "in the next three years, join hands with 50,000 service providers to help 40 million service companies to complete digital upgrade" The goal. He also said at the time that 80%of the service industry in China was not digitized, and there was huge room for development. Alipay had to work in the "new infrastructure" of the service industry for ten years, allowing more merchants to experience digital dividends.

According to Alipay at the time, with the new platform positioning, the Alipay APP will strengthen life service minds. In addition to the newly -added takeaway home, fruit and vegetable merchants super medicine and other people's life sections, it also realizes the full opening of the home page traffic based on the smart algorithm.

Alipay's transformation accompanied by offline business to online. Traffic is becoming more important. However, Jiang Han, a senior researcher at Pangu Think Tank, told the reporter of "Huaxia Times" that the current traffic dividend has gradually peaked, and the pressure on the traffic of public domain flow will be great. "The key is to depend on how to perform the diversification and refined operation of the traffic. . "He believes that for merchants, changes in the entire market are forcing them to operate from passive and extensive users, and upgrade to digital and refined management, thereby deeply tap the value of users.

On the other hand, the rise of new traffic channels such as Douyin and Kuaishou has also accelerated the decentralization of traffic, and also brought more traffic competition to Alipay.

Zhuang Shuai, the founder of Bailian Information, told the reporter of "Huaxia Times" that compared to Meituan's own business, Alipay's positioning is more important to the traffic platform. He believes that small and medium businesses do not care about the traffic or private area flow, and care about whether the cost of traffic is low enough and whether the conversion rate is high enough. "The opening frequency of the platform is very important, and the mind is very important. It has formed the consumption habits of users." He believes that Alipay will continue to spend energy on changing the user's mind. Jiang Han told the reporter of "Huaxia Times" that for the current Alipay, it is not a situation where it competes with who to fight for traffic, but how to gradually become larger than its own traffic pool.

He believes that the current traffic economy is actually the attention economy. Whether it is the size of the user, the activeness of the user, including the frequency of its use, Alipay is a high -frequency application, but compared to the short video platform, it is also combined with it. Not a strong sticky, high time. "Alipay also needs to further improve the validity of traffic and the pertinence of traffic."

Editor -in -chief: Editor -in -chief Huang Xingli: Han Feng

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