After the "double twelve" Ali ignited the warfare paid offline, it has now begun to "smack the city" in the country. On December 22nd, at the “Alibaba O2O Practical Training Camp” held in Zhengzhou, Alipay officially announced the offline payment to enter the Henan market. The tempting hot words such as “zero rate” and “O2O” made many merchants participating in the competition eager to try. In fact, in addition to Alipay, WeChat wallet will also open WeChat credit card payment, Apple has launched "Apple payment", China's three operators are also vigorously promoting NFC mobile phones and mobile payments, the offline payment field is reviving.

Alipay pays to enter Henan

Store Alipay collection, substitute paper coupons, let customers become fans, enjoy zero-rate service... In the "Alibaba O2O combat training camp" Zhengzhou station held in Zhengzhou, the display of Alipay's ground payment function attracted no Less retail, consumer and service businesses are onlookers.

In fact, Alipay offline payment is mainly based on a POS-like equipment supplier channel scan code gun, but the operation process does not need to swipe, no signature, no cash in the whole process, customers only need to take out the mobile phone, let the cashier take The scan code gun is aimed at the Alipay payment code on the mobile phone, and the payment link is completed in less than 10 seconds, which is very simple.

The person in charge of a hot drinks store on the scene said that the main function of the merchants in the Alipay line is reflected in consumer payments and the use of electronic coupons. In particular, the latter will be very convenient for companies to improve passenger flow and reduce financial pressure. “This marks the official payment of Alipay offline payment to the Henan market.” Peng Haitao, the guest lecturer and business channel CEO of Alibaba Ant Financial, said that before the “Double Twelve” promotion, Zhengzhou provided a number of payment services under the Alipay line. The merchant store was quickly smashed by customers, and the queues of many convenience stores were as long as tens of meters.

Can UnionPay calm down?

According to industry experts, at present, China's third-party payment industry is divided into two camps, headed by Alipay, Tenpay (Tencent) and Remittance World. It is an online payment giant, and is represented by UnionPay Business and Tonglian Payment. It is the offline payment giant. Among all the merchants that install POS machines online, the handling fees vary from industry to industry, ranging from 0.38% to 1.25%.

"Now, Alipay pays offline, their direct competitors must be UnionPay." An industry source said.

"Ali from the online to the offline, to cultivate the habit of consumers paying with mobile phones, is bound to eat away the total amount of 'swipe card consumption.'" A person in charge of Henan, a third-party payment company in Beijing, said, "Henan's largest offline third party The payment company is UnionPay, and its market share in Henan accounts for more than half of the market."

Song Xiangqing, executive vice president of the Provincial Business Economics Association, believes that Ali is quietly entering the village and slowly shooting the guns in the offline payment market. Compared with UnionPay business, it not only provides free payment channels for merchants, but also penetrates from the most basic service industries such as convenience stores and small restaurants, cultivating the most common payment scenarios for ordinary people.

However, Peng Haitao said that Alipay offline payment is mainly for young and trendy consumer experience, and coexist with other third-party payment institutions such as UnionPay. “More importantly, Alipay offline payment is just one of the links in our O2O closed loop. Our ultimate goal is to guide and help more traditional small traders learn to leverage the Internet, find target customers, and constantly innovate their services or Commodities. Therefore, in the entire trading chain, the payment link is not a pain point, and it is not a challenge to UnionPay." Peng Haitao said.

Internet giants are optimistic about offline payments

Why did Ali pay to the ground?

Ali Ant Financial Services said that the maturity of mobile Internet technology and the popularity of smartphone applications are the core indicators. According to the latest data from Alibaba Group, as of October this year, Alipay's mobile payment accounted for 54%, reflecting that more than 500 million smartphone users in China are gradually accustomed to using handheld devices and mobile applications as payment tools.

In fact, it is not just Ali who sees the opportunity.

Just the day before this year's "Double Twelve", Tencent held a "WeChat Town" open class in Beijing to promote 8 application scenarios for WeChat production to physical businesses. It is reported that WeChat wallet will open WeChat credit card payment. Last week, Apple announced that it would implement mobile payment through NFC short-range communication technology and launch “Apple Payment”. In addition, three operators in China are also promoting NFC mobile phones and mobile payments.

According to the person in charge of Alipay's exclusive partner in Zhengzhou, Wei Siwo, the current offline payment target is mainly for the fast fashion industry, and fashion stores, coffee, restaurants and other specialty stores are the best promotion targets. Most of the shopkeepers in these stores are more avant-garde 80s, and it is easier to accept new things faster.

"It is difficult to promote large-scale shopping malls. At present, quite a large number of large shopping malls do not even have wifi. At the same time, communication with multiple brands is also testing the wisdom of Alipay and its agents." Zhengzhou Weiswo said .

It takes time from online to offline.

Of course, only one scan code payment function can't satisfy Alipay's ambitions. According to Peng Haitao, they are improving the product. "In the future, the product will have multiple functions such as payment settlement + inventory count + membership card verification + data platform, which will be realized during the year."

Peng Haitao said that compared with WeChat payment, Alipay's unavoidable advantage is its long-term accumulation of consumption data. While using Alipay for offline payment, the data will also be returned to Ali database and merchants at the same time. Its historical trading behavior, trading location and transaction amount will be an important magic weapon for Alipay to conduct targeted marketing, and these data are also provided to merchants. A good opportunity to analyze your own users.

Song Xiangqing said that how to grasp the customer's information and attract customers is one of the biggest difficulties facing the business. “With offline payment tools such as Alipay, it is very easy to collect customer information. What is the customer base in the store? What are the preferences and what time is easy to consume? The store is clear. This is a valuable resource for the store. ""

"However, it is indeed a hard work to move online payment tools to the offline. For most markets, the offline payment field has not yet reached the point of explosion. Including the catering market, quite a few shops are still waiting to see. It can be said that this promotion will be in the early stage of the long-term." Gao Bobo, founder of Henan Houpu E-Commerce Co., believes that as China's O2O ecological construction enters an accelerated period, BAT (Baidu, Ali and Tencent) oligarchs Free lunch is to capture industry data, cultivate consumption habits, control cash channels, and even develop new industry standards and competition rules.

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