Rebirth begins with e-commerce

In the original history, mobile payment was basically divided between Alibaba and Penguin.

Alibaba's advantage lies in its relatively early layout, deep integration with Taobao shopping, and relatively simple transfer of users from PC to mobile.

The advantage of Penguin is that it has a huge number of users and WeChat has a high open rate and is used basically every day.

In addition to these two companies, major giants are also developing their own online payments, such as Baidu, Meituan, ByteDance, Huawei...

Meituan has a large number of offline stores and a highly used food delivery app.

ByteDance has a large number of social media users and also has its own Douyin store.

Huawei has a large number of mobile terminals that can be used in multiple scenarios.

…

Each company has its own areas of expertise, but it is a pity that it is one, two, or three steps behind, and can only account for a small amount in the entire payment field.

Luo Xiu actually started planning two or three years ago.

At that time, online payment licenses were not yet strictly controlled, so he had already obtained the license and kept promoting his own payment in the rice ball app.

Now we are not starting from scratch.

Although it already has a certain foundation, at this point in time, it is still not comparable to the size of Alipay.

You must have a surprising trick to catch up.

Luo Xiu couldn't help but recall what big moves the giants had made in order to win this war.

The first thing that comes to mind is WeChat’s Spring Festival Gala Shake the Red Envelope activity.

In the early days, Alipay occupied an absolute position in the payment market.

By default, users regard Alipay as a personal online wallet, while WeChat is more of a social tool.

The turning point in history occurred during the Spring Festival of 2015, when WeChat joined hands with the CCTV Spring Festival Gala to win cash red envelopes through shaking.

According to subsequent statistics, the total number of interactions on WeChat Shake during the Spring Festival Gala reached 11 billion times, and the number of interactions at the summit was 810 million times per minute.

It is precisely because of this event that Penguin sees the hope of getting a share of the mobile payment pie.

In the next few years, it will continue to increase investment and eventually compete with Alibaba in the payment field.

Later, Baidu, Kuaishou and other companies also successively cooperated with the Spring Festival Gala, and the results were also good.

But following behind to pick up other people's leftovers will never achieve transcendence.

As for the Internet, a winner-takes-all game, if you can't surpass it, you'll have to wait to die.

Either be the first to try something new, or find another way and think of other ways.

Alipay did not follow the old path of WeChat, but launched its own "Collecting Five Blessings" activity during the Spring Festival of 2016.

Every year during the Spring Festival, you will see some people suddenly stop and take out their mobile phones to scan the couplets hanging on other people's doors.

The New Year greetings between people have also become: Do you have extra "dedication blessings"?

As employees of a blessing company, when they set up the program, they really regarded "dedication" as the most difficult blessing to obtain.

Without money, who would be dedicated?

If you follow the same old path as others, you are destined to fail to achieve transcendence.

But these old roads are all “new roads” in 2013.

Whether it is shaking red envelopes during the Spring Festival Gala or collecting five blessings, Luo Xiu can use them first.

But as an excellent event planner, Luo Xiu also fully understands that this kind of national event is a war.

Whether a war can achieve results depends not only on the planning of the war, but also on the timing, location, and people.

These are also three major battles in which a small number of people can win a large number. If the fighting style of the Battle of Guandu is applied to the Battle of Chibi, the outcome of the war may be completely opposite.

WeChat did the Spring Festival Gala in 2015 and shook red envelopes, but it does not mean that rice balls can achieve the same effect in the 2013 Spring Festival.

Although there is only a two-year difference, the size of smartphones in 2013 is far from what it was in 2015, not to mention that the number of WeChat users far exceeds Fantuan.

Before the Spring Festival of 2013, Luo Xiu thought about it for a long time and finally did not use the red envelope plan for the Spring Festival Gala two years in advance.

If we first build a certain volume in 2013 and then explode in 2014, the effect of the activity may be better.

The first thing after returning from the Spring Festival, Luo Xiu called the payment team to the conference room for a meeting.

"I believe everyone is still impressed by the promotional video of the annual meeting. This year our goal is to make the life in the promotional video a reality."

Luo Xiu glanced at everyone, "Let's talk about what you think first!"

The team leader spoke first and said: "The response to the last promotional video was very good. Netizens are very interested in this new payment method. This project is worthy of our vigorous promotion."

Luo Xiu continued to ask: "So what do you think we need to do now and where is the biggest difficulty?"

"All technical difficulties have been overcome. Currently, our biggest difficulties mainly lie in two aspects. The first is the number of users of the wallet application, and the second is the establishment of payment scenarios."

"Leave aside the number of users, our biggest difficulty currently is the lack of payment scenarios. The scanning QR code mentioned in the video to ride a bike, scan the QR code to pay for selling vegetables... do not exist in real life."

"You said the key." Luo Xiu interrupted him, "Because the lack of usage scenarios in real life has hindered the development of mobile payment, this is also our biggest opportunity.

Why users download Alipay is because they need to shop on Taobao. If we build our own usage scenarios before our competitors, users will naturally have to use our payment application."

Fantuan’s online payment volume is much smaller than Taobao, but it has millions of offline cooperative merchants.

Whether it's food delivery or other online group purchases, rice balls are indispensable.

At the same time, after two or three years of development, Fantuan has a mature and powerful local push force.

What needs to be done now is to let this Didui Iron Army go out again to promote QR code payment.

Moreover, after these stores have cooperated with Fantuan for the first time, they have a good foundation of trust between them, and it will be much easier to cooperate again.

Luo Xiu requires each site staff to establish a communication group for the regional customers they are responsible for.

Now just through the customer base, a large number of customers can actively use the QR code of rice balls to pay in their own stores.

The remaining ones will be visited offline by local promoters and they will do ideological work one by one, and they will be able to use them quickly.

The last group of extremely conservative and stubborn merchants use fee subsidies to induce them.

Luo Xiu decisively gave the order: "This must be done immediately. In the next month, all local promotion personnel will work 12 hours a day without any rest. At the same time, some delivery personnel will be mobilized to run the business together and strive to occupy the market as quickly as possible.

.”

"This is too hard. People below may have objections."

"Soldiers are valuable and quick. If we don't fight now, when will we fight?" Luo Xiu paused and continued, "Come out an incentive plan as soon as possible and give double or even triple bonuses."