The New Year has always been the peak season for changing mobile phones, and the annual turnover of two or three billion units in the Chinese market can account for 15% of the annual market in the half month of the winter vacation. Pen, fun, pavilion www. biquge。 info

There are those who chop their own hands, and they go home to buy them for the elders of the family who don't understand new technology after the New Year. There are also gifts for elementary school students who have just become adults and are qualified to have their first mobile phone in their lives as a New Year's gift.

It's just that the uncomfortable people of new technology can always remain the same, no matter how the outside world changes, they can't move according to the operating inertia formed over the years, and they can't hold on to the brick machine or even the old machine with big buttons.

After all, at the time of the Spring Festival in 2011, smart machines have not been able to wipe out non-smart machines.

However, the emergence of red envelopes has finally added a touch of color to the evolution speed of this market.

From Chinese New Year's Eve to the fifth day of the Lunar New Year, all over the country, from urban to rural areas, you can see primary school students pestering their families or old eyes to be dizzy, or elders who do not understand the app to send red envelopes.

As usual, the elders took out the red pieces of paper and sent them away with a smile, and the first time, the elementary school students would choose to accept it first, put the red pieces of paper back in their pockets, and leave with a smile.

However, the latter scenario reflects the viral spread efficiency of the three major life-urging ghosts.

The primary school students who got the paper New Year's money found that it was not enjoyable, and it was too embarrassing to ask for that kind of thing again, so the following dialogue was staged repeatedly.

"Dad/Mom/Aunt...... don't have to be so troublesome to send red envelopes now, what? You still don't know? Now download xxx and seal a red envelope directly with your wallet, and you can also seal a big one at a time, so that guests can shake and grab it. ”

"What? Can't do it? I'll teach you! You say I got a red envelope this year? Of course, this is to teach you how to use your mobile phone, and it is not to ask you to send red envelopes again. You can just take 1 yuan to practice your hands, who is rare for 1 yuan. ”

"What? You don't even have Hatsune wallet/mobile Alipay/WeChat installed? Come on, come on, I'll help you load. ”

Hundreds of millions of students across the country have become free coaches, breaking the thick fingers of their elders, and they have to teach them to use the red envelope function, and they will not return it if they don't break Loulan.

It's really a church, even if the elders try their hands, they are embarrassed to only send one dollar, in those areas that are not too poor, even if they have already sent a red envelope, they must add at least 100 yuan.

Some people who are too picky may not know that they have been sold by relatives and children. In the past few days of the Chinese New Year, major online forums are full of parents who have tried to be obscene after "condemning" the church's red envelope function.

"It took so long to teach you to give out red envelopes, and I won't even give me a hundred yuan."

This sentence was undoubtedly elected as the 2011 New Year's Golden Sentence.

Because the circles of Chujian and WeChat are all acquaintances, the parties don't dare to directly share the bb words of "don't even give me a hundred yuan". Most of the posts appear on forums and elsewhere, and then they are accepted by public accounts with a large number of followers, and then netizens who have nothing to do with themselves spread to each other.

Further, all kinds of posts began to spread in the direction of more uncontrollable and messy bad water, and no one knew whether these bad water was summarized by the primary school students themselves, or whether there was an official advertorial behind the scenes to support and guide.

For example, this kind of "real people and real things sharing":

"Mom and Dad are the meanest! Every year, uncle/uncle/aunt/aunt send out red envelopes, and take them away when you turn around! What do they say, they also send red envelopes to their cousin/brother/sister/sister, and taking them away is just equivalent to exchanging them back! This year, only use Hatsune Wallet/WeChat Wallet/Alipay to receive red envelopes! Look at how those old immortals who can't use it can be taken away! ”

"I feel the same way! Anyway, my parents won't use the first meeting! There is no Alipay either! Earned! ”

"Don't get too complacent, be careful that your cousin teaches your dad and doesn't sell you yet."

"My cousin dare! Then I will teach my aunt and uncle, and she has no good fruit to eat. ”

In just one week, the red envelope war turned into a tug-of-war between elementary school students across the country trying to teach their uncles and aunts to use various purses, while at the same time beware of their cousins/cousins teaching their parents to use wallets.

Fighting with the sky, fighting with the earth, fighting with people, the fun is endless.

……

On the seventh day of the Lunar New Year, the day before going to work, Gu Mojie visited his cousin Zhou Lixin, who had been sleeping at home for a few days, and had a drink together as a reward.

In the days of the New Year's greetings, Zhou Lixin was resting, staying at home and not going out, so he used his first meeting to send a message to everyone to greet the New Year. Relatives and friends all knew that he was busy a while ago, and they didn't embarrass him.

Zhou Lixin is now worth tens of billions of yuan, and he has moved to the half-mountain lakeside villa on Beishan Road, which can be regarded as a neighbor of Geling Zhaoxian Temple, and the door is opposite the Crane Pavilion on the lonely mountain.

said that Gu Mojie was a treat, but in fact, he didn't pretend to be sour and hypocritical, he only brought one person, and he didn't bring anything to eat - what is there at Zhou Lixin's house? The cooks are also readily available.

I don't know what year it started, Gu Mojie invited people to dinner, and he always only needed to bring people, which was already the biggest courtesy.

Pork head meat with hairy belly lungs, rabbit leg ears and camel trotters, half a dozen 375 small soju, and a cushioned geometric stool that is not tall or short are just right for comfortable cooking.

While pouring wine for his cousin, Gu Mojie told what he had seen and heard in the past few days and the strange data he saw on the report:

"All of them are crazy! The sum of the three major mobile payment tools has exceeded 100 million in the past year! ”

Zhou Lixin smiled bitterly, was speechless, and was really a little frustrated to be honest.

It's like, I racked my brains hard to think of a lot of application scenarios, but users didn't buy it, and the last thing that could be thought of casually, and there was nothing technical, but it messed up the whole situation.

He took a sip of wine and sandwiched a few pieces of pig ears: "At this rate, if we don't stop a piece of the pie, Ma Huateng will have to 'walk ten years in one year'." At present, which one has benefited the most from this wave of user increment? ”

"It's hard to say, just looking at the red envelope effect, the three comprehensive benefits are similar - WeChat has the most new registrations, but there is no pull on QQ at all, so Teng Xun does not have much profit in terms of the total number of users (that is, people who use at least one Teng Xun entrance software).

Chujian's incremental and mobile migration are the most mediocre, with 20 million more users and 40 million additional wallets. Alipay's new additions are not as many as they first appeared, probably 10 million new ones, but Alipay's internal migration from PC to mobile is the best - I exchanged data with Lao Ma yesterday, if he didn't lie to me, Alipay's mobile migration volume this month is 53 million, which scared Lao Ma himself. ”

When he heard the last number, Rao is Zhou Lixin had worked in Alipay for six years, and he couldn't help but be slightly shocked for a while. It took a long time to figure out the key to the cause and effect.

"That's as it should be. Taobao and Tmall have always attached importance to physical logistics and e-commerce, but as of last year, Alipay has not really paid attention to the migration to mobile terminals, and they also lack enough consumption scenarios that truly 'have to pay with mobile phones'. I estimate that after being passively pulled into the competition for the mobile migration rate by the war between us and Ma Huateng this year, Lao Ma will definitely have to think of ways to create more mobile payment scenarios and consolidate the red envelopes. ”

Zhou Lixin's words looked sensible, and Gu Mojie also thought so: "Sure enough, you also thought of it." In fact, Lao Ma had already thought of it a few days ago - most people will have nothing to do to open a first meeting, or open a WeChat, chatting, and swiping consultation and sharing. But there won't be many people who have nothing to do and open an Alipay to brush things there.

Alipay, a product that lacks topicality and the gene that squeezes users' time - everyone will only open Alipay when paying.

But red envelopes need to be emotionally sold. To chat and chat, or look at the sharing of friends in the circle and see the appreciation of the festival, and temporarily shake a red envelope. There will be no one who does serious things and suddenly opens Alipay on a whim to send red envelopes, and there will be no one who thinks of sending red envelopes when shopping on Taobao.

Therefore, Lao Ma has to calm down this year and explore the mobile payment scene. He didn't see through the bottom openly and secretly, after the end of the red envelope war this year, his main money-burning goal and attention were focused on this, so he was not interested in intervening in the decisive battle with us and Teng Xun, and he was ready to stay out of the matter regardless of whether we and the WeChat wallet were dead or alive. ”

Zhou Lixin was also reluctant to start a war with his old club, I heard that Ma Feng had recognized the shortcomings of Alipay and Tmall itself, and was busy making up for the leaks, and had no time to pay attention to the Hatsune wallet and WeChat wallet, Zhou Lixin was also a little relieved.

Historically, Ma Feng has been wary of WeChat wallets after the emergence of the red envelope function, but now it is only a defensive layout, and this change is said to be big enough. But from the side analysis, now the wallet field is three cuts, and Alipay naturally does not need to attract firepower at the first time when someone is restrained.

On the other hand, the WeChat red envelopes of another time and space came out in 2014, and now it is earlier than 2011. In 2011, mobile e-commerce was still very weak, and Ma Feng's main energy was, of course, to "retain the stickiness of users who migrated to mobile", and then he had to think of anything else.

Zhou Lixin asked: "Lao Ma, do you have any ideas for the 'mobile payment scenario'?" ”

"There are a few, and he positions those concepts as 'offline life services', or O2O, which currently seem to be mainly for in-store consumption, taxi and takeaway.

In-store consumption should be the best effect on mobile payment support, but it is necessary to find countless pushes to negotiate with each other to sign a cooperative business. This thing is not technically difficult, but it tests Ahri's business development ability. It is estimated that Ma Feng will either go it alone, or send his henchmen to those e-commerce companies that already have a foundation for consumer discounts, reviews and word-of-mouth, etc., and transform them into partners of Alipay for indirect control.

The taxi scene effect is also very good, but it requires the highest technical support and a data platform. The demand for business resources is low, and the demand for technical resources is high.

The last one is called takeaway, and there are already e-commerce platforms in this area in China, but it is still very small. The key is that this thing can only play a role in consolidating the stickiness of mobile payment, and cannot be used as the original pioneer - most of the people who order takeout now are white-collar workers sitting in front of the computer, or college students, and they order takeout like a web page on the computer, so why bother with mobile payment. ”

Zhou Lixin: "Then do we want to follow up?" The battlefield is too far away at the moment. ”

"Of course I won't follow up, let's get down the horse and the vine first. Mobile payment is not in a hurry, and this thing does not have a first-mover advantage snowballing, so it is good for Ma Feng to explore the way. ”

――

PS: Please read after 7 a.m. every day. (To be continued.) )