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支付宝大烧钱微信看着不敢跟_面对,支付宝,红包,大战,支付,为何,一毛不拔

时间:2018/1/8 13:42:00 点击:

  核心提示: 最近,支付宝的红包支付成为了现象级营销活动,人们都玩得乐此不疲,十个亿的金额也让很多人感觉蚂蚁金服真是财大气粗。Recently, Alipay paid envel...
面对,支付宝,红包,大战,支付,为何,一毛不拔

支付宝大烧钱微信看着不敢跟最近,支付宝的红包支付成为了现象级营销活动,人们都玩得乐此不疲,十个亿的金额也让很多人感觉蚂蚁金服真是财大气粗。Recently, Alipay paid envelopes become marketing phenomenon, people play this way, the amount of one billion also let many people feel really rich ant gold dress.


不过,很多人非常吃惊的是,作为支付宝的对手,去年就宣布在线下要超越支付宝的微信支付却在补贴上面偃旗息鼓,即便是双12这么重要的线下支付高潮期,微信支付也是一言不发。难道土豪缺钱,还是土豪在憋大招,很多人相信是后者。However, many people are very surprised, as Alipay's rival, last year announced online to overtake Alipay WeChat but in the above payment subsidies dormant, even pay the climax of double 12 this important line, WeChat payment is not to utter a single word. Is money or nouveau riche in nouveau riche, many people hold the big move, believe the latter.


腾讯系公司是松散的联盟,烧钱需要协同,而投入方并不一定是受益方,谁都不想做牺牲Tencent is a loose alliance. Burning money needs synergy, and the input is not necessarily a beneficiary. No one wants to make a sacrifice.


也许,微信支付有难言之隐。作为腾讯的一个业务板块,微信支付自身能动用的资源非常有限,微信支付还只是依附于财付通的一个对外业务,更无法与独立自主将其作为核心业务的支付宝相提并论,心有余而力不足是有可能的。Perhaps, WeChat pay secret sorrow. As a business unit of the Tencent, WeChat pays its available resources are very limited, WeChat paid just attach a foreign business to TenPay, but not with independent as the core business of Alipay as insufficient may be.


蚂蚁金服的各种优惠活动推出以后,所投入的营销费用能换来效益的增长,而腾讯微信打造的是松散的联盟,这些钱很多都流出去了,长期坚持是无法做到的,这也是腾讯多次以微信支付负担的手续费过重为由对中间环节收费的原因之一After various promotions ant gold suit launched into marketing costs in exchange for profits, Tencent and WeChat is to create a loose alliance, a lot of money to flow out, insist for a long time can not be done, it is also one of the reasons for WeChat to pay the burden of many Tencent fee charges on the grounds of the high middle link


阿里是统一的整体,各部分的营销可以做到协调一致,也可以不讲究自身独立单元的盈亏,但腾讯也好,京东也好,包括美团等等,都是独立的经营实体,要独立核算自负盈亏,还要应对股市与投资人,很难做到不计较个人得失为整体付出,于是,就难以做到服从大局。Ali is a unified whole, each part of the marketing can be coordinated, can not pay attention to their own independent unit of financing, but the Tencent or Jingdong or including the U.S. group and so on, are independent of the operating entity, independent accounting for profits and losses, but also deal with the stock market and investors, it is difficult to do not care about personal gains and losses for the overall pay, so it is hard to be subject to the overall situation.


实际上,多年来中国银联就是如此的困境,自身业务单一,虽然联盟众多合作伙伴也不少,但每次营销都需要具体的银行来给与补贴,而且是真金白银,但各家银行各怀心事,不愿意为其他实质上的竞争对手做局添柴,也就难以形成合力对抗互联网金融公司。In fact, over the years China cup is such a dilemma, their business is single, although many Union partners are many, but each marketing requires specific banks to give subsidies, but it is real money, but the banks in the mind, not willing to other essentially competitors doing Bureau tianchai, it is difficult to to form a joint force against the Internet financial company.


支付宝大烧钱微信看着不敢跟


蚂蚁大量投入有其他收获,腾讯即便补贴也收获简单There is a lot of other gains in the ants, and the Tencent has a simple harvest even if it is subsidized.

更重要的是,补贴和优惠属于大笔的烧钱,而阿里巴巴和蚂蚁金服单独拿出一个都是土豪,与这样的土豪一起烧钱,那绝对是以亿或者十亿百亿计算,即便是腾讯,也得掂量掂量。如果是烧到半路再退出下,还不如不去碰。More importantly, subsidies and preferences belong to a large amount of burning money, while Alibaba and ants are only one of them. They spend money together with such a local tyrant, which is calculated by 100 billion or one billion billion, even Tencent. If it is a half way to quit, it is better not to touch.


支付宝提供红包支付优惠获取用户,价值可以通过自家的口碑或者后台的完善的金融业务赚回来,至少成就了自家的生意,因为阿里巴巴是强力统一的整体,但是,腾讯的核心业务是游戏,再多的在支付上补贴,充其量也就是换来更多人使用一下支付,后面的金融体系尚未搭建完成,支付所形成的业务无法积淀变现。Alipay provides paid envelopes preferential access to the user, the value can be through their own reputation or the background of perfect financial business to earn back at least the achievements of his own business, because the Alibaba is a unified whole, strong but the core business of Tencent is a game, more in the payment of subsidies, at best is for more people to use. Pay, behind the financial system has not been completed, the formation of the payment business cannot cash accumulation.


比如,双11阿里巴巴大笔的烧钱,虽然看起来没赚钱,可这种极限挑战却培养成熟了阿里云,京东们也跟着烧钱,却只能换来业务量的增长,属于白白跟着折腾。腾讯自然明白这个道理,不到万不得已,不会跟着徒劳无功的消耗资源。For example, double 11 Alibaba's large burn money does not seem to make money, but the challenge is mature. Ali cloud, Jingdong is also burning money, but it can only be exchanged for business volume growth. Tencent naturally understand this truth, not to cannot but, don't follow in the consumption of resources.


当然,对于微信来说,其用户数和支付用户数上的增长已经趋于天花板,如今只能处在被支付宝追着打的地步,而支付从来就不是一种可以的行业,无论如何也做不到像社交那样的独一无二,即便投入再多的资源,对于微信支付来说都是边缘收益非常低的,没有必要跟随。Of course, for WeChat, the number of users and the number of users on the growth of payment has become the ceiling, now only in Alipay chasing hit point, and the payment is never an industry, in any case can not do like that is the one and only social, will invest more resources, is very marginal revenue low for WeChat to pay, there is no need to follow.


腾讯的核心业务是游戏,主要时刻在寒假,现在不是投入时刻The core business of the Tencent is the game, which is mainly in winter vacation. It is not the time to invest.

再有,腾讯的核心业务是游戏,一切都要以此为主,主要的资源倾斜,在王者荣耀步入生命周期后半段,吃鸡游戏面临网易等的围攻情况下,腾讯自然会把更多的资金用在这方面,至于支付只是属于“搂草打兔子”,虽然也知道是未来的重点,可面对短期利益和长期价值的纠结,也只能暂时更关注游戏投入Again, the core business of the Tencent is the game, everything has to be based on this, the main resources tilt into the life cycle during the second half of the glory of the king, chicken game face siege NetEase under the Tencent will naturally put more money in this area for the payment only belong to "hug grass playing rabbit", though that is the focus of the future may face short-term interests and long-term value of the tangle, can temporarily put the game more attention


还存在一种可能,每年第四季度,特别是11月份12月份,都是传统的商家打折促销时期,也是电子商务的旺季,而对于以游戏为主的腾讯而言,每年的第一季度,围绕着春节和寒假,才是业务的高潮,腾讯需要积累资源为这个季度的营销服务。与此同时,当年微信支付为了拉拢商家承诺的支付结算免费期即将结束,面对步步紧逼的对手,收费与不收费都将是腾讯又一次艰难的决定。It is also possible that the fourth quarter of each year, especially in November December, is the traditional business discount promotion period, e-commerce is a season, and for game based Tencent, the first quarter of the year, around the Spring Festival and the winter holiday, is the business of climax, Tencent need to accumulate resources for this quarter marketing service. At the same time, the free period of WeChat payment in order to win the promise of business payment is coming to an end. Facing the pressing competitors, charging or no fees will be another tough decision for Tencent.


扫码发红包的设计体现了支付宝的优势,其他商家很难跟随The design of sweep code red envelopes embodies the advantages of Alipay, other businesses is difficult to follow

支付宝在2017年9月就开始了扫码发红包,而包括微信支付在内的其他对手却没有一个跟随,这确实很反常。应该说,很多支付企业可能是想跟但又不敢跟随,因为羊毛党的存在。

根据支付宝该活动的规则显示:参与赚取赏金的用户可以通过吱口令、二维码图片、活动海报、链接等途径邀请其他用户来领取红包。当其他的用户领取了你的红包,并且在实体门店使用该红包后,你就可以得到一笔支付宝赏金,金额属于随机,最高99元。这个活动不仅叫醒了“沉睡中”的用户,同时也提升了支付宝APP的使用频率,用户们也确实获得了红包福利。In September 2017, Alipay began to scan code red envelopes, including WeChat and other competitors to pay, but no one to follow, this is indeed very unusual. It should be said that many payment companies may want to follow, but dare not follow, because of the existence of the wool party.
According to the rules of the event show that Alipay users can earn in the bounty of password, two-dimensional code, a poster, links and other ways to invite other users to receive red envelopes. When other users receive your envelopes, and use the envelopes in the physical store, you can get a Alipay bounty, a random amount up to 99 yuan. This event not only wake up the "sleeping" users, but also enhance the frequency of use of Alipay APP, users also get red welfare.


很多人说,收到以【支付宝】或【支付宝红包】打头的短信,让你复制此条信息打开支付宝领取最高1212元现金红包,每天领一次。实际上,支付宝官方对此进行了辟谣,所有这些短信都与支付宝无关,只是一些人在钻了空子,打着支付宝的名义薅支付宝的羊毛。上面这种极端获利情况,很有可能是这些人通过伪基站群发短信获取。Many people say, to receive [Alipay] [Alipay] or red envelopes with SMS, let you copy this message to open Alipay receive the highest 1212 yuan in cash envelopes, led once a day. In fact, Alipay officials conducted a rumor, all these messages have nothing to do with Alipay, but some people in the loopholes in the name of the name of Alipay Alipay to pull out the wool. It is very likely that these people are getting a group of short messages through pseudo base stations.


应该说,确实有很多人会钻空子,但至今这个活动还在正常进行而且还要延期,说明一切都处在支付宝可以忍受的范围之内。甚至,有人认为,支付宝这次的活动可以说很高明,别看羊毛党撸羊毛,或许这正是支付宝要的。这笔钱等于就是变向发给羊毛党的推广钱。通过推荐好友扫码拿红包,再给推荐的人给奖励,其实本质上就是让广大用户通过各种手段来推支付宝,等于是让全民都来变相的推广支付宝。而用户的玩法是多种多样的,或者是具有创意的,你让支付宝自己的人来推,可搞不出这么多花样来。但把这是全权交给广大网民,那就觉得是五花八门各显神通了。It should be said that there are indeed many people will be abused, but this activity is still normal but also delayed, that everything is in the range of Alipay can endure. Even, some people think that Alipay this activity can be said is very clever, don't look at the wool wool party line, perhaps this is the alipay. The money is the extension of the money to the wool party. Scan code red envelopes through the recommendation of friends, and to recommend people to reward, in essence is to let the user through a variety of means to push Alipay, is to let all the people to disguise the promotion of alipay. While the user play is varied, or creative, you let Alipay own people to push, can't so many tricks. But this is solely to the majority of Internet users, it is felt that all kinds of Gexianshentong.


不过,这一切都是支付宝已经基本完成了实名制认证以及信用账户建立的基础上,通过这一年的付款码发放,也基本建立了商家与普通个人用户之间的区隔,再加上蚂蚁金服强大的风控能力,羊毛党才没有兴风作浪。其他的支付企业,包括微信在内,都还没有完成实名制改造,大量的个人之间的转账也依然无法和商家付款进行区分,如果做类似的活动,基本上就会被羊毛党薅光拔净。

However, all this is Alipay has basically completed the basic real name authentication and credit accounts established, issued by this year's payment code, basically established between businesses and ordinary individual users of the segment, plus the ant gold suit strong wind control ability, the wool party did not stir up trouble. Other payment companies, including WeChat, have yet to complete the real name system, between a large number of individuals and businesses are still unable to transfer the payment to distinguish, if doing similar activities, basically will be the party to pull out the wool light pull net.



所以,我们看到微信的红包营销方式就委婉很多,各种线下门店消费后,可以抢红包,有门店的红包,还有朋友的红包,抢了以后,下次消费满一定金额就可以使用,以不确定性和复杂的流程提高薅羊毛的成本来规避羊毛党的侵袭。

由此可见,罗马不是一天建成的。支付宝敢于挑战中国互联网上能力巨大的羊毛党且让活动可以持续进行下去,这种能力将给很多商家以信心,未来与支付宝进行联合做营销活动也就打开了大门。So, we see the WeChat red marketing on the euphemism lot, various line store consumption, can grab a red envelope, there are stores and friends of red envelopes, grab the next time after spending a certain amount can be used by uncertainty and complex process high cost to avoid pull out the wool wool party the invasion.
Thus it can be seen that Rome was not built in a day. Alipay dare to challenge China Internet great ability to let wool party activities can be carried out continuously, this ability will give a lot of business confidence to the future with Alipay joint marketing activities also opened the door.


蚂蚁烧钱,阿里看热闹,腾讯不敢跟,这是一场非对称战争Ants burn money, Ali sees the bustle, the Tencent does not dare to follow, this is an asymmetrical war

在四处投资以遏制阿里巴巴组建“反阿里联盟”的背景下,腾讯一年时间竟然投资了100多家公司,以2017年2000亿左右的应收来看,腾讯的现金流已经吃紧。于此同时,为了股价的需要,腾讯必须对标阿里巴巴的收入和利润,否则,港股都可能被其带动的一泻千里。In the context of investing everywhere to curb Alibaba's formation of "anti Ali alliance", Tencent has invested more than 100 companies in a year, and the cash flow of Tencent has been tightened up by about 200 billion of its receivables in 2017. At the same time, in order to share the needs of Tencent to Alibaba benchmarking of revenue and profit, otherwise, Hong Kong stocks are likely to be driven by the yixieqianli.

在这种情况下,腾讯的第四季度必须死保业绩,以避免第三季度的亮眼财报之后引发的市场看多突然结束。作为事实上的投资公司,腾讯的股价是第一生命,不允许有任何的闪失,因此,不投入或者少投入就成为无奈的选择。

由此,我们得看到,蚂蚁金服和阿里巴巴是两家公司,支付宝投入并不会导致阿里巴巴的收入利润受到影响。可以看出,这完全是一场不对称的战争,腾讯跟不起。在2016年,阿里巴巴571亿,腾讯只有414亿,这场消耗战,腾讯是打不起的。

蚂蚁金服并没有上市,并没有业绩压力,蚂蚁金服十亿十亿的补贴,只要自己能承受就没有任何问题,而蚂蚁金服2016财年的盈利就超过30亿,到了2017年,只是蚂蚁小贷三个季度就赚了将近50亿。所以,再烧钱补贴个几十亿玩上一年都不成问题。In this case, the fourth quarter of the Tencent must be dead to protect its performance in order to avoid the sudden end of the market after the third quarter's bright eye. As a matter of fact of the investment company, the shares of the Tencent is the first life, does not allow any mistakes, therefore, no investment or less investment will become helpless choice.
Thus, we have to see that the ant gold suit and Alibaba is two companies, Alipay investment will not lead to the Alibaba's revenue, profits are affected. It can be seen that this is an entirely asymmetric war, and the Tencent can't afford it. In 2016, Alibaba 57 billion 100 million, Tencent only 41 billion 400 million, this war of attrition, Tencent is not able to afford.
The gold dress is not listed, and no pressure, ant payment service two billion subsidies, as long as you can bear it without any problems, and the ant payment service 2016 fiscal year earnings of more than 3 billion, by 2017, only three quarters of ants earned nearly 5 billion small loan. So, it's not a problem to burn money for a few billion dollars to play for a year.

但是,微信支付只是腾讯的一部分,其收入与支出都是要算到上市公司应收和利润中的,如果腾讯跟着蚂蚁金服去烧钱,上个季度仅仅能和阿里巴巴在增幅上打个平手的腾讯势必会导致其财报大大逊色,这是资本市场不可接受的。所以,腾讯有钱也不敢跟着烧。However, WeChat pay only a part of the Tencent, the income and expenditure are to be listed companies accounts receivable and profit, if the Tencent followed the ants gold clothes to burn, the last quarter can only increase in Alibaba and tied the Tencent will inevitably lead to the earnings greatly inferior, which is the capital market not acceptable. So, the Tencent has the money and does not dare to burn.

面对,支付宝,红包,大战,支付,为何,一毛不拔:面对,支付宝,红包,大战,支付,为何,一毛不拔 面对,支付宝,红包,大战,支付,为何,一毛不拔:面对,支付宝,红包,大战,支付,为何,一毛不拔
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