Last week, the central bank issued an urgent document requesting the suspension of payment services and products such as QR code (bar code) payment and virtual credit card. The central bank said that the safety of related payment products needs to be improved. For a time, the third-party payment market was full of dust, and the outside world questioned whether this was the central bank’s move to protect the UnionPay offline payment market.
But in fact, in the era of mobile phones, as the boundaries between the online and offline markets tend to melt, the real competition in this market is the two strong Alipay and WeChat payments.
Since the second half of last year, with the rise of the O 2O concept, “Shuangma†is no longer satisfied with the performance of the online payment market, expanding to the offline payment field, continuously expanding to the offline reference scene, and many chain institutions are included in the layout. . Why does offline payment become the main battlefield for mobile payments?
Who pays offline?
In the past year, with Alipay and WeChat payment as the core, Shuangma continued to expand to offline application scenarios, and Wanda, Intime, Meiyijia, 7-11 and many other institutions were included in the map.
In the department store shopping, the shopping guide scans the product barcode with the machine, and generates a two-dimensional code. The consumer can use the WeChat to scan the QR code to complete the payment. This is a scene of the top discount. At the end of 2013, the discount was made nationwide. The first retail department store to open WeChat payment.
In 2014, Alipay Qianbao was officially launched, and the four functions of sound wave, transfer, scan code and barcode payment were launched, which became a key step for Alipay to use mobile phones to enter mobile payment.
In the past, third-party payments were primarily achieved through remote mobile Internet communications, and mobile near-end payments have been a neglected area. According to the data, in the third quarter of 2013, the transaction volume of mobile payment industry was 300 billion, but the proportion of incoming payment was less than 1%. Therefore, the online transaction based on remote Internet technology became an outbreak. point.
Since the second half of last year, Alipay wallet and WeChat payment have been fiercely contested in this field. In an interview with Nandu reporter, iResearch analyst Wang Weidong said that the significance of the offline payment market for third-party payment companies lies in "this is a tool for the transfer of online business to offline business" and also a core part of the O 2O market. .
The market that the two sides compete for mainly includes three aspects. One is a large department store, hoping to rely on the paid data and online CR M services to back up the offline business; the second is that the chain merchants become the most important target for payment companies; For small merchants, this part of the merchants does not meet the requirements for installing POS machines. It is a blank area where the offline payment has not arrived.
Therefore, whether it is Alipay or WeChat payment, a new layout has been made for this business. The Southern Reporter learned that within Tencent, the promotion of the business was carried out by Tenpay, and all of them have been transferred to the WeChat team for planning and co-ordination. In terms of Alipay wallets, Xiaoweijinfu began to recruit large-scale offline promotion teams in March this year, covering catering, entertainment, supermarkets, convenience stores, education, and life services.
Online account challenge
After completing the online payment revolution, Shuangma turned its attention to offline payment and proposed to establish a full chain of consumer merchant relationships.
Some merchants who have used the offline payment to the Southern Metropolis Daily reporter said that whether it is WeChat payment or Alipay scan code payment, it mainly reflects the advantages of three aspects: First, the cost is low, the machine cost of the POS machine is saved, and the transaction fee is saved. It is also lower than the traditional POS machine; secondly, it is more convenient to use; in addition, if you use WeChat to pay, you can also provide sales and CRM management in addition to payment and settlement functions. “For example, the cost of sensing equipment for sonic payment is only about 50 yuan, which is far lower than traditional credit card machines, which is very attractive for small and medium-sized merchants.â€
Therefore, offline payments have been popular in the past year and have been vigorously promoted. But not everyone can benefit from it. For example, in the payment of fee sharing, it has been following the 7:2:1 ratio of the issuing bank, the acquiring institution and UnionPay, and it is possible to pay for the technology under the two-dimensional code line. Development has been changed by bypassing UnionPay.
Nandu reporter learned from the insider that the central bank’s drafting of the “Administrative Measures for Payment Organizations’ Network Payment Servicesâ€, the most noteworthy point is to position the third-party payment institutions’ online payment services to promote e-commerce development. It does not involve offline payments. In the future, the payment institution mainly realizes the transfer of monetary funds for e-commerce transactions between the payer and the network-specific merchants, and does not provide online payment services for the transactions of the payer and the entity-specific merchants.
"This means that in the future, online accounts such as Alipay or Tenpay will not be directly available to physical stores," the source said.
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