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B-Face Payment by Wechat

via:博客园     time:2019/1/12 19:04:17     readed:569


Four years, four public classes, Zhang Xiaolong hardly talked about Wechat Payment.

The product cleanliness addict further said that when paying, it was natural to take out the Wechat and scan the two-dimensional code without realizing the existence of this thing. The best user experience is to moisten things silently.

But this penetration effect, Wechat payment is not inherent.

Especially at present, Industry Internet and To B have become industry prominent learning, and it is not crucial to pay for market share. What matters is what trump cards are in hand besides payment.

Start with nobody's attention

At the peak of the supermarket, the cash desk is crowded and busy, customers queue up, and the air is full of anxiety and anxiety.

A customer squatting on the ground sweeping yards deeply hurt the team. The original intention of the scheme is to scan code quickly and leave gracefully, but the reality is just the opposite.

Wechat Payment Team goes offline to help businesses think about how to improve. Through the research, the scheme was adjusted quickly. Supermarkets opened up a special green channel for purchasing code, set up light boxes, floor stickers, packing tables, etc., and the situation was reversed. Previously, the usage rate of scavenging in supermarkets was less than 2%, and increased to 12% after the transformation.


Jump out of the payment itself, create reasonable contacts, set up scenarios, iterate over and over again, and replicate nationwide. This is the methodology of Wechat Payment to B.

Wechat Payment has been on line for more than five years, with more than 800 million active users per month, covering hundreds of industries, and more than 600 million transactions per day. Through the combination of different solutions and industries, Wechat Payment breaks the population growth ceiling and achieves further growth.

Rumors in the market, Ma Huateng in the WeChat payment team's internal meeting said that WeChat paid the total share of the 2016 line to surpass Alipay. Tencent also said in its unaudited third-quarter earnings report as of September 30, 2018 that it maintained its leading position in China's mobile payment market in terms of monthly and daily active accounts.

Industry solutions, this is the new battlefield of China Mobile Payment. Optimizing products is the trump card of Wechat Payment.

In the Open Course of Wechat Payment in 2019, there are three important toolboxes: Wechat Ecology Ability Toolbox, Wechat Payment Basic Ability Toolbox and Wechat Payment Industry Application Product Toolbox, covering nearly 100 capabilities.

To provide industry solutions, first of all, we need to find industry pain points.

Go back to the office, combine the industry with your own feelings, come up with a solution, but not directly landed. After discussing and combing with merchants and software and hardware service providers, the final scheme was formed. Select one or two businesses or stores, polish and optimize, form samples, and then make large-scale replication.

Sampling has gone through such a process.

Wechat Payment Open Interface, the output of the underlying capabilities, more by service providers to do. In 2017, Wechat Payment abolished BD posts and replaced them with industry operations. The difference between them is that BD's main task is to open up the offline market and the goal of industry operations is to make industry solutions.

In December 2017, Tencent Vice President Zhang Ying disclosed in a forum that there were more than 30,000 service provider partners in Wechat Payment at that time.

Wechat Payment has entered more than 30 industries, which is not an average effort. The priorities of its promotion are determined according to three criteria. First, the potential of the industry and the needs of users; second, the difficulty of landing; third, the opportunities brought by new technologies and applications. Since 2018, the main payment positions of Wechat include the smart retail, catering and transportation industries. Retail is the head industry of payment, which is the closest to users. The pain points of catering and transportation industries are obvious, and there are opportunities to improve by using new technologies.

In the Shang Chao convenience store scenario, Wechat Payment is not only a code-sweeping purchase, but also a face-free secret payment.


Payment does not mean the end. The interaction between ShangChao enterprises and users is just beginning. Through user analysis, Wechat Payment will carry out intelligent service push, and use the large data in the Wechat system to precisely market thousands of people, and guide users to enter stores again for consumption.

In the field of transportation, for public transport, Wechat Payment launched a small program to ride, Ma Huateng several times personally introduced the platform.

In parking lots, gas stations, highways and other scenarios, there is no sense of payment. In May 2018, Wechat realized senseless payment at Shenzhen Airport. Users bind their license plates in advance, opened secret-free payment, and recognized the entry and exit license plates for fast pole-lifting traffic, with tolls deducted first and traffic efficiency increased by 15 times. Senseless payment has landed in more than 400 parking lots across the country.

At present, retail and transportation are the most competitive areas between WeChat payment and Alipay. In medical and other public utilities, due to the medical insurance system, landing is more difficult.

Primitive accumulation

In more than five years, Wechat Payment has turned from a single tool to a comprehensive industry solution.

In August 2013, WeChat paid online, and after several months of the Spring Festival red envelopes, entered Alipay's hinterland. Wechat Payment completes the first phase of the layout, some users bind bank cards to achieve social payment. However, social payment is more entertainment and interaction, and it is difficult to produce real commercial and social value when it idles in the Wechat system.

They urgently need a scenario revolution to complete the real accumulation of mobile payment original users.

According to industry data, Wechat's share of payments rose steadily in 2016. In 2017, Alipay returned to pay for the mobile payment and launched the collection code for small and micro businesses. Off-line payment war is imminent.

The figures confirm this. Tencent's third quarter earnings in 2018 showed a 69% year-on-year increase in revenue, mainly driven by increased contributions to payment-related services and cloud services. Within Wechat Payment, it is believed that it can maintain rapid growth. First, it will continue to integrate with the industry in depth. Second, the Wechat Payment market will sink.

Wechat Payment reveals that in the Spring Festival of 2018, with the great migration of the Chinese population, people living on the first and second lines returned to the third, fourth, fifth and even rural areas, bringing Wechat Payment to the local area, teaching local people and vendors.

In the Open Course PRO of Wechat, payment team constantly emphasizes two advantages: one is low threshold, regional differences, fair treatment; the other is not to end in person, everything is the world of service providers. These two characteristics determine that Tencent will give the latest products and the best resources to service providers without reservation.

Not only pay

For example, it is much more complicated than the original product form. Online Wechat Payment only focuses on the payment link, offline merchants can not go straight to the cash register. Before payment, there is a long chain of consumer experience, including why users go to the store, and there may be some sales promotion in the store, while shopping while selecting, and finally payment. If only pay, other links in the consumption chain may be blocked, affecting payment.

The whole chain needs digital optimization. People, goods and markets will be reconstructed, the end user experience will be improved, and the efficiency of shops will be improved. In fact, this is an upgrade process of smart stores.

In the smart retail stores where Tianhong and Tencent cooperate, electronic screens display promotions, preferences and other information. Users can either buy from scratch or brush their faces. Payment completed, you can also get parking coupons in the Wechat applet.

No consumption can be paid around expenditure. Payment is the entry point to realize digital transformation.

In the long run, this is the process of digital transformation in various industries. Of course, Wechat Payment can't fight alone. It's part of Tencent's transformation to B.

In April 2018, Ma Huateng mentioned in a public speech that Tencent's digital toolbox has seven tools, or seven weapons, which are the best weapons for enterprises to conquer the digital fortress.

These weapons, from the table to the inside, from the front end to the background, Wechat payment is one of them, including public numbers, small programs, social advertising, corporate Wechat, big data, cloud computing, artificial intelligence, security capabilities.

Guo Runzheng admits that every industry is changing and there are many uncertainties in the future, but it can be determined that the users'demands for better consumer experience will not change, and that the change is nothing more than different stages, with which technology and scheme to make the experience better.

There may be nearly 100 technical concepts emerging in 2018, some of which are Demo and some of which are still in the paper stage. The Wechat Payment Team believes that integrating IOT capabilities to upgrade consumer experience will be one of the future directions.

Wechat payment is also speeding up the sea, which is characterized by first validation in China, then replication. Face-brushing payment based on Wechat payment, no retail, ordering and so on have appeared abroad. Wechat's cross-border payment mainly serves overseas Chinese tourists. When accessing Wechat's payment stores, it can scan two-dimensional codes directly and convert them into RMB payment automatically. At present, Wechat supports 16 currencies, covering 49 overseas countries and regions.

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