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从暗斗到明抢 红包战引爆移动支付场景之争

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2016-01-29 09:51:08 转载来源: 网络整理/侵权必删

红包大战 “红包战”背后代表的巨大移动支付场景让微信和支付宝谁都不愿意松手,春节又成为支付宝、微信“收割”用户的时节。继微信“毛玻璃照片”日前刷爆朋友圈后,昨日支付宝又用“春晚福卡”杀了一个回马枪

红包大战

“红包战”背后代表的巨大移动支付场景让微信和支付宝谁都不愿意松手,春节又成为支付宝、微信“收割”用户的时节。继微信“毛玻璃照片”日前刷爆朋友圈后,昨日支付宝又用“春晚福卡”杀了一个回马枪。从规则上看,支付宝已将昔日暗斗改为明抢。移动支付成为巨头打开未来“场景消费”的金钥匙。

从暗斗到明抢

如果说支付宝日前取代微信,签下2016年春晚是一次成功釜底抽薪的话,那么1月27日微信推出的“毛玻璃照片”堪称经典的“珍珠港战役”。不过,没让微信高兴太久,支付宝昨日便推出“春晚福卡”。微信与支付宝的移动支付大战全面爆发。

昨日上午,支付宝春晚红包新玩法“福卡”上线,支付宝堪称直接到微信地界抢地盘。在支付宝添加好友中,用户可以一键复制链接,分享给微信朋友或朋友圈。此外,一条“一秒中教你如何把微信好友变成支付宝好友”的教程也在微信疯传。据支付宝负责人介绍,截至发稿时,有245个用户集齐了五福,人均可分到红包金额为81.6万元。

其实,1月27日下午,微信朋友圈上线了红包照片功能,用户只有发红包才能看到红包照片,否则只能看到“毛玻璃”。一时间,“毛玻璃照片”霸屏朋友圈,这也被业内视为微信凭借强大的社交链进行的抢红包大战。数据显示,在第一波测试中,共有1800万用户参与其中。

背后大生意

小小红包之争背后蕴含的是移动支付背后的大生意。根据第三方支付平台易宝支付最新发布的一份调查报告显示,手机移动支付已悄然跃升为最高频的支付手段,有超过半成的城市用户使用移动支付。其中,手机支付应用场景最为广泛,前三名场景分别为电商购物52.7%、订餐外卖39.1%、超市商城购物38.1%。分析认为,未来手机支付在各场景渗透率会持续提升。

以社交起家的微信加上了支付功能,而以支付起家的支付宝则在疯狂补缺社交属性,双方殊途同归。“移动支付是社交变现的最好通道”,在中国电子商务研究中心主任曹磊看来,社交和支付捆绑在一起是非常好的方式,支付解决了流量变现,社交则提升了支付活跃度。

北京商报记者发现,微信与支付宝推出的红包底部均显示有广告。微信官方此前已宣布,将把朋友圈除夕前后整整10天的所有广告收入,均变为免费红包派送给全国网民,金额至少达到9位数。据了解,目前,已有太平洋产险、平安普惠、长安福特、平安直通车险、云南白药牙膏、上海家化等数十家企业和品牌宣布加入春节微信红包阵营。有业内分析人士表示,仅微信“毛玻璃照片”活动就预计进行了10亿次主动曝光。

撬开多元化市场

移动支付是开启未来“场景”消费市场的金钥匙。易宝支付市场总监唐文表示,移动支付与PC端(电商端)支付相比已经发生了根本变化,未来移动支付支撑的是多元化场景消费。

唐文认为,微信早已打破了社交的界限,不仅接入京东等购物入口,还接入了理财、城市服务等消费场景。而支付宝补缺社交属性则是在谋求大转身。过去一年,各地政府与各类公共机构不断接入支付宝城市服务平台,快速建立手机上的“市民之家”。

在曹磊看来,传统支付场景只限于PC端,而移动支付场景将会扩大化,“金融、生活消费、线下服务等场景将会越来越依赖于移动支付”。除了支付宝、微信外,目前包括银联闪付、苹果Apple Pay等移动支付手段都已出手,未来场景之争将会愈发激烈。

标签: 暗斗 明抢 红包 引爆 移动 支付 场景 之争


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