Ali Alipay: The Intention Of O2O At The Entrance Is Very Obvious.

In the 9 version of Alipay wallet, the operation steps of the user were simplified, such as removing the form of the gesture to unlock the password, and simplifying some operation steps of the user in Alipay wallet.

He said that the general view before was that the convenience and security of operation were contradictory. But now it seems that technology can solve this problem completely, that is, in simplifying the operation steps, we can ensure the account security through fingerprint identification, face recognition and big data.

For a payment tool with more than 400 million real users, the logic behind such a big change is to enhance the user's frequency of use.

Previous statistics have shown that every step of the user's operation process may cause 20%-30% users to stop operating.

It is easy to see that WeChat's social attributes have natural advantages in user usage frequency. Alipay wallet, based on the consideration of payment security, sacrifices the convenience of users to some extent, which is unfavorable to an entry level platform that shoulders the responsibility of O2O.

By simplifying the operation steps, Alipay wallet tries to solve the problem of user frequency.

At the same time, in the new version, Alipay wallet has added two new entries, namely "business" and "friend", to replace "service window" and "exploration" respectively.

In addition, the new edition has added a series of life and communication functions such as family accounts, IOU, group accounts, group payment and so on.

The name of "friend" has strong social attributes, and the addition of a series of functions reveals more the changes of Alipay wallet in increasing user stickiness.

But unlike WeChat's social attributes, Alipay wallet's scenario still revolves around payment.

Fan Zhi Ming, for example, said that through group functions, the "rice Dash" which can often eat together can pull a group in Alipay to generate a group payment code, and each time they eat, check out.

You can automatically pay AA from each person who participates in the dinner.

The function of IOU is also based on payment. Fan Zhiming said that the scenes of borrowing money between friends often appear various embarrassments.

In this regard, the new Alipay has increased the function of "IOU" specially. When borrowing money from a friend, it can play an electronic IOU, which specifies the amount, time limit and interest. After the expiration, the system will automatically remind the repayment to avoid the embarrassment of "pressing money back" among friends.

By increasing the use of scenarios, Alipay wallets try to make up for social weaknesses.

But Fan Zhiming said that Alipay joined the "friend" function, and the introduction of communication scenarios is not a social interaction, not to be a chat tool, but to create a new scenario chain for people.

The important foundation of this relationship chain is real names, which are generated by users' trust based on real names and then generate credit, which is the foundation of all behaviors.

This also means that the new Alipay purse tries to increase the user's frequency by simplifying the steps to increase the stickiness of the user through more scenes, so as to collect more and more rich data to form credit (with the sesame credit under the ant's gold), and eventually the data will be realized in the O2O link.

Fan Zhiming disclosed that the new Alipay wallet will provide service interfaces and traffic for the word of mouth merchants through the open platform, including the nine interfaces such as open payment, marketing, business, service windows, login, share, credit and big data.

At the same time,

Began to vigorously integrate offline resources.

In June, Ali and ant gold clothing jointly invested 6 billion in reforming the word of mouth network, and integrated the O2O platform that had been tetherless and the ant line service team to the word-of-mouth network to fully promote the integration of offline resources.

Fan Zhiming said that all local life services are all on the word-of-mouth platform.

The Alipay wallet takes on the functions of an entry and service platform.

From now on, Alipay wallet.

The entrances and entrances are still dining, but Fan Zhiming said that the catering industry must be done in the early stage.

Now, Alipay and convenience stores, supermarkets have cooperation, in the future will increase massage, beauty salons, photo studio, pedicure and other cooperative businesses, these are the most important part of local life, the user after dinner watching the movie to massage, Alipay wallet will finish it together.

Ali frequently acts in the O2O field, to some extent, which means that the domestic life service market will usher in a new round of war.

At the moment, Baidu has announced that it will invest 20 billion in the next three years to support the glutinous rice net. In addition to investing in public comments, Tencent is also struggling to compete for all kinds of local life service businesses under the line.