Whether it is WeChat or the US group comment, it is one of the super APP products. The user volume and user activity are very high. The two are “engaged togetherâ€, and it is pressure for anyone, and may even cause one. The series of cross-border struggles, the effect of 1+1 makes any original "friends" not to be underestimated.
A few days ago, Tencent and the US group take-outs jointly announced that they would access the US group take-out in WeChat's wallet function, and the US group's take-outs all access WeChat payment. This is not good news for Alipay, there is a super APP into the embrace of WeChat payment.
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1. What are the benefits for WeChat?
(1) Improve the ecological experience. For WeChat, any access to a third-party feature may make its user activity even higher, but WeChat is quite cautious when choosing a third party. In the past third-party services, WeChat wallet has included services such as Didi Chuxing, train ticket, hotel, 58 home, Jingdong selection, eating, drinking and other services. It can be seen that when WeChat chooses third-party partners, Very exquisite, "muscle" is not hard enough APP is definitely not a chance to be selected, in addition, these added APP must have Tencent's factors in it, at this time WeChat, is equivalent to the payment + browser function, certain To a certain extent, WeChat can also obtain user data on other platforms.
The take-out function is obviously a very high-frequency usage scenario subdivided in O2O. WeChat and its access can make its ecology more perfect.
(2) Improve user activity and usage time. If it is only the basic social function, WeChat almost reaches the limit, and the addition of other functions will greatly enhance the user's activity, and the user's usage time will be greatly improved, similar to the high-frequency word of the US group takeaway. The addition of tripartite services will, to a certain extent, keep users staying on WeChat, which will make WeChat's super APP function more powerful. This huge "siphon effect" is the real scary place.
(3) Expand the use of WeChat payment scenarios. At present, the competition between WeChat payment and Alipay is becoming increasingly fierce, especially on various online scenes. The high-frequency service of catering is the most important thing. Alipay won KFC and WeChat won Starbucks. No one will serve anyone. Of course, precisely because the power of the offline is too strong and scattered, it is difficult to distinguish between WeChat payment and Alipay. It can only be based on the skill of the user, to see who can cover the user scene, attracting a large number of shops, whoever It is possible to win, this is obviously not a short-term war.
The current take-out is a high-frequency word service, and the US group take-out and WeChat payment cooperation greatly enhances the use of WeChat payment.
2. What does it mean for the US group takeaway?
First, there is a large traffic entry. WeChat has more than 800 million monthly active users. This is a huge traffic pool. Now it is open to the US group for take-out and can expand its traffic pool. After all, how many apps are waiting in line for WeChat official access, and The US group's take-out and Baidu take-out, hungry, two major competitors, the addition of WeChat, is bound to make it improve in traffic.
Secondly, in terms of payment, we can rely on WeChat payment. On September 27, 2016, the US delegation announced that it had completed the wholly-owned acquisition of the third-party payment company “Qianbaobaoâ€. That is to say, the US group comment also had a third-party payment license, which made the industry think that the US group Comments to do third party payments yourself. This time, the US group's take-out of all-round access to WeChat payment, from the side, is "showing weakness", after all, if you really want to pay for yourself, it is impossible to give this amount to WeChat payment. Even if the US group wants to develop its own payment after the review, it is also based on WeChat payment. Buying a license is more like a "amulet."
Finally, the result of accessing WeChat payment will make the US group take-out to what extent. It still depends on the ability of the US group to take out its own products. WeChat pays only for “infrastructure.†The US group’s take-out wants to expand market share and improve The user's unit price and frequency of use, these are the things that the US group takes out, and it is impossible for WeChat to have too much support for it.
Compared with 2015, the competition in the third-party take-away market has been “quiet†a lot, but the competition is still going on. The US group’s take-out is far from the final “one-size-fits-allâ€, and the other two take-away platforms have not had any The plan to give up, the market only has an absolute lead, it is possible to have a chance to "hiccup", but unfortunately, the absolute leading edge is difficult, the future is still far away.
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