Alipay is more and more open

Alipay seems to have become low -key. In the past two years, the New Year's Day has not been held. Until July this year, a job was finally handled:

In the past year, there are 78 universal products in open platforms; more than 200 scenarios have been created with partners; the monthly live process has increased by nearly 30 %, of which the living service applet has become the mainstream, with an average of nearly 700 million people per day.

In addition to the data, during the silence, Alipay's "face" also changed quietly.

In terms of intuitive, most of the applications and services on the homepage of Alipay in 2020 are full of applications and services of themselves or Ali. Now from the top search bar to Jiugongge, news, waist seal, homepage recommendation card, basement, payment success page and other public domain positions, etc. , Start full of merchant services. Jiugongge is the fixed position of Alibaba, such as hungry, word -of -mouth, flying pigs, etc. in the past, and can now be freely edited or deleted.

According to Chen Xianda, the person in charge of Alipay ecological product, as long as the merchant has a small program, the business will have the opportunity to put the service on the Alipay homepage. And according to Alipay's current policy, this exposure merchant can obtain it for free, and it appears on the homepage of the APP of 1 billion user pools.

People in the industry commented that Alipay was really playing "open source" this time.

Another sign, earlier this year, Alipay opened his five -year -old five -blessing IP, and more than 1,000 merchants directly issued a blessing card in their private small programs, directly "grabbing" Alipay's leading position in previous years. In the eyes of many people, Wufu is a tool for festives for so many years. The red envelope can be used for payment. In the final analysis, it is still a matter of payment tools. However, the nature of the merchants in the private domain has changed. Fuka often takes coupons, and runs directly from pulling from pulling new to retention and promoting conversion.

He Yongming, Vice President of Ant Group and the general manager of the Alipay Ecological Development Division, at the meeting in July, only mentioned the word "open" more than 80 times. "And standing" and how to get the digitalization of merchants really need.

Therefore, what happened to Alipay in the past two years, probably two things: First, from the tools to more and more service platforms; second, began to be open and open. What else does Alipay have? Maybe it's time to re -examine it.

Open boundary: from the leader to the service

"Digitalization enters the deep -water zone, which actually requires long -distance runners." He Yongming did not avoid the difficulty of digital deepwater regions, and the determination to open up Ecology of Alipay.

In the past year, Alipay has opened a total of 78 universal products, and has created more than 200 scenario solutions with service providers. The opening of the product allows merchants to get more flexible operating space. The monthly activity of Alipay applets has increased by nearly 30 % at the same time.

This transcript is based on the continuous adjustment of the platform and reading the digital business needs of merchants. From the evolution of Alipay, we will find that the border of the platform openness should be determined by the actual needs of merchants.

From the perspective of merchants, Alipay as a platform as a platform is a point of differential advantages, which is an open model for auxiliary private domains in public domains. And this model has also undergone an in -depth evolution.

In 2018, Alipay began to make applets and proposed a platform open model of "centralized+decentralization" to explore how to divers in the private domain of merchants from the public domain. At the public domain positions of different scenarios in the APP end, pilots are piloted to drive the private domain of merchants.

By 2020, Alipay began to open up the opening of public domain traffic with this mechanism, and in an open product capabilities, it helped merchants to undertake and precipitate traffic in private domain positions. In the context of the existing era, businesses that have been wrapped in "traffic anxiety" and "online scenes" have also tried to operate based on this set of public private domain linkage platform models.

One year later, Alipay upgraded the previous centralization and decentralization level model to decentralization and supplemented by centralization. This means that in the big picture of Alipay, the importance of the private domain of merchants has continued to increase, and it has effectively seen the actual needs of the merchant -the opening of traffic and products, and operating space.

For offline stores with retail attributes, the digital value of online ordering, interaction, and marketing flexibly uses small programs has shifted from functionality to operating. Choose a valuable traffic platform and use all effective traffic rules for operations. It has become a new growth point for many brands to get new growth.

In this regard, the new tea brand is often at the forefront. In August 2021, Mixue Bingcheng opened the Alipay applet. In one year, the average daily visits, daily search volume, and new collection volume of Mixue Bingcheng have ranked first in the milk tea industry in Alipay applets. In the public domain activities such as Alipay's "Double 12" and "Cool Red Packet Festival", Mixue Bingcheng launched the "Member Month" and other gameplay, and vigorously put into operation to achieve new membership, repurchase and retention. On the node. In 5 months, the number of users of Mixue Bingcheng Alipay small program increased rapidly to nearly 50 million.

This achievement stems from its actual operation to the linkage link of the Alipay ecological public and private domain. Search for "Honey Snow Ice City" with Alipay small procedures, from small functions such as coupons, self -service point functions, and service services, etc., and can soon be convenient for ordering. It is understood that after the search of Alipay, the search volume of "Honey Snow Ice City" increased by 198%from the previous month. The actual operating results were to pull nearly 50 million newly drawn after 5 months of operation. To this day, under the demand of a digital deep -water zone of the business on the entire region operation and the entire link operation, the mystery of the shadow of the open boundary is solved. Alipay returned his role to the essence of the "platform": singing on the stage, rising.

Digitalization: Exploring deep water

The rise of digitalization in China is inseparable from mobile payment.

In 2015, after the mobile payment habits led by Alipay were basically established, the concept of "Internet+" became a momentary boom, and the continued digital wave became a company that identified themselves in the Kangbo cycle and bet.

Under the endless uncertainty of the epidemic, the future survival of the enterprise needs to work hard to seek a result of a certain growth. Under the squeeze of survival pressure, the commercial changes in various types of business operations such as community, live broadcast, applet, online channels, digital marketing ... and other types of business operations have become a ship that opens the gate of the new world. Light water.

But there are many reefs along the coast, and the ship is difficult to sail. The digitalization of the initiative to reduce the efficiency as the core is simplified as a rough gameplay of "building APPs", "playing traffic", and "doing private domains". It is essentially the "Internet+" online transportation thinking. Really figured out how to integrate digitization into the entire production and operation link is just the problem from the level of single -point technology.

In the past, the focus of merchants focused on traffic and monetization, which was weakly related to users. What enterprises and businesses need to recognize are that no matter what form of digitalization participating in their own operations, the most important thing is to take the assets of large user assets as the core goal. Run away to get a gradual victory.

The third -party mini -program data analysis platform Aladdin released the "White Program Internet Development White Paper in the first half of the year" released by Aladdin at the end of July. Under the influence of multiple factors, nearly 80 % of domestic companies have also deployed Alipay and WeChat. Multi -channel layout, to link private domains and platform public domains to solve efficient customer acquisition and other issues, have become an industry consensus.

Source: Aladdin Research Institute for public information based on the Internet

The digitalization process of merchants needs to move from shallow waters to deep water. Because of this, how to help differential merchants conduct digital transformation and become a major problem in the digital service platform.

The focus of everything has returned to the most traditional "people" in business concepts again. At the partner conference, Alipay released the C-Care merchant digital self-operating model, a set of overall solutions for refined user operations on Alipay. Establish a factor.

The "C-Care" model revolves around the incremental expansion of "user assets" to help merchants, including expanding user assets, promoting user activity, stimulating potential value of users, and improving operating efficiency. Around the four sub -targets, Alipay's public domain positions and products have further increased opening up. Not only do brand merchants, but also to provide positions and empowerment for more small and medium -sized merchants.

At this meeting, Alipay announced the upgrade of the four products of small programs, life numbers, merchant coupons, and public domain promotion systems, and announced that it invested 10 billion yuan in capital resources to assist merchants to operate and service provider growth in the way of two major aid plans. Complete the digital transformation of merchants from the double -wheel drive of products and policies.

Faced with merchants and service providers, Alipay's openness has continued to increase.

Product: BC balance surgery

After all, Alipay in Volkswagen Cognition, most of them are in actual scenarios such as eating, drinking, playing, and playing, and other actual scenarios. But the fact is that Alipay, which advances for life service platforms, assumes bilateral functions that match C -side users and B -end merchants.

B. The user attributes of C -end products are different, C -end products are large, and users are more inclined to evaluate the experience and the product itself. B -end products must meet the needs of business diversified business needs, marketing goals, and whether the product can be integrated with the organizational structure, supply chain, and management system of the merchant.

Some arguments believe that users and merchants always have an irreconcilable contradiction. When B and C -end products appear at the same time, users will always want to skip advertisements and quickly get what they seek, but merchants always hope to have more marketing exposure. As a platform that matches bilateral transactions, Alipay feels that both parties are not opposite, but can coordinate the needs of both parties through the design of product and platform open mechanism to achieve accurate matching.

The balance of B -end and C -terminal demand on the opening of the product is the core of Alipay to build a high -stick business function network that meets bilateral demand.

Specifically, users such as payment, coupon nuclear sales, and membership points exchange use the actual dynamic lines of Alipay, often corresponding to the core operating goals of merchants' conversion, marketing, and GMV upgrading.

Take the actual scene of users to eat in the store as an example.After the user arrives at the store, take the codes to order meals as the starting point of the link, and obtain a coupon for merchant activities. After the payment is successful, you can also get a coupon for the purpose of repurchase and recall on the successful page.Points exchange equity.At the same time, the merchants have also completed the operation steps of new, sales, transformation, and precipitation on the basis of reducing the cost of labor.Using a firm and open attitude to explore the digital deep -water zone in the form of product and policy linkage, it seems to be the long -lasting route that Alipay will adhere to.

Of course, it must be pointed out that the opening of Alipay is still in the exploration stage, but the uncertainty brought by the changes in market environment and business demand requires Alipay to bear the responsibility of a platform.

Whether it is a merchant or a consumer, maybe you should look at this app from another angle.

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