To make a product with temperature, you don’t have to think about KPI, you don’t have to think about data.
can also grow at a high speed
“To be a product with temperature, you don’t have to think about KPIs anymore, you don’t have to think about data.”
On the WeChat payment “88 Media Open Day” held recently, Qi Zhijun, vice president of WeChat Payment Group, announced the stage change of the product in the development direction. Prior to this, the WeChat payment team mainly promoted business development based on KPIs.
This adjustment is not only the active change of the WeChat payment team, but also the refined operational trend in the post-mobile payment era. At the same time, this is also the concrete manifestation of WeChat pays the company’s new mission “Technology is good”.
The multiple data of WeChat payment is not bad. At present, the average daily transaction volume of WeChat payment exceeds 1 billion times, connecting 50 million individual merchants and merchants. At the same time, WeChat payment has also penetrated into 36 major industries and more than 100 sub-sectors. In general, WeChat payment has basically achieved full coverage of the nationals. This also means that it can no longer grow at a high rate as before.
However, the development of things is not so absolute. With the development of technology, the penetration of scenes, and the development of new scenes, the number of transactions will increase substantially.
耿志军 frankly said that this market was already close to the end, and even has reached a state of saturation, but did not expect a substantial increase in 2019. He judged that the number of Chinese people spending each day may increase to 20-22 billion times. This number is likely to grow next year.
In terms of growth, WeChat payment mainly starts from two directions: one is to integrate with the industry, which allows it to enter another space; the other is the iteration of the original scene, and the mining of new scenes, which is Open another door.
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WeChat’s huge user scale, social traffic, and acquaintance relationship chain are all high-quality resources that WeChat payment can call and its core competitiveness. At the same time, do not go out to do business operations, do not “hands-on” the traditional industry, do not need businesses to share data, but also for the positioning of digital assistant Tencent won a lot of allies.
But as the entire business environment changes, fromThe shift of the consumer Internet to the industrial Internet also means that WeChat payment will penetrate into deeper business operations. WeChat payment gradually understands business and will contribute to its growth in the post-mobile payment era.
We can go deep into the industry’s WeChat payment points and become one of the “heavy plays” of WeChat’s strategy in mid-2019.
WeChat payment points are based on WeChat payment big data, a comprehensive calculation of the user identity traits, payment behavior, compliance history. At present, WeChat payment points have been officially launched, gradually covering shared equipment for rent-free rental, unmanned container self-purchasing, online car rental, post-payment, logistics express delivery, post-payment, entertainment equipment, first play, The hospital wheelchairs accompanying beds are free of rent and other scenarios. The WeChat team also said that it has saved more than 10 billion deposits for users since its launch three months ago.
In comparison, the four-year sesame credit has entered hundreds of scenes. In contrast, there is still a lot of room for growth in WeChat payment points. Different from the sesame credit, the WeChat payment points emphasize the development of the offline market.
Another way of WeChat payment expansion service is to deepen into the business field through intelligent hardware connection small programs, public numbers, card coupons, marketing, data analysis and other services.
To this end, WeChat Pay will launch the frog Pro with a scanner and double-sided screen in August. One of the highlights of the product is the “Face as a Member” solution, which also supports small program members. At present, the program has been piloted in merchant stores such as Jiatian and Meiyijia. Guo Runzeng, deputy general manager of WeChat payment industry, said that in the past year, WeChat paid thousands of sets of face-lifting equipment, mainly by means of gift. Considering security, scenario convenience, and hardware costs, store smart devices have not yet reached the market.
However, WeChat Pay believes that the development of smart devices is promising. In Qi Zhijun’s view, smart devices can solve business problems in the scene; secondly, they can also be embedded with WeChat capabilities, enabling each hardware device to have a concept similar to a mobile phone, enabling seamless connection with WeChat. In the concept of WeChat payment, the next machine on the line, the frog is not simply for the face payment. “This is the direction we really do smart hardware.”
WeChat supportYe Wa, the person in charge of the product, believes that this also involves changes in cashier equipment and traditional industries. From the access to the cash register system to the two-dimensional code collection and then to the smart face device, the receipt of the order ushered in its third stage of development. This brushing device not only collects money from TO C, but also connects the supply chain end and the client management terminal with TO B. The combination of software and hardware, software capabilities cloud upgrade, to achieve smart business.
In terms of brushing equipment, the frog series that WeChat pays is often compared with Alipay’s 蜻蜓 series. At present, Alipay has not announced the number of paving. But from the naming of the two devices, it seems that they can already see the hidden war.
Full coverage of scenes
Smart retail, catering, travel, such a large industry, is the focus of WeChat payment smart life has always been concerned. The opening of WeChat payment points and the laying of smart face devices are all conducive to more scenarios. In addition, in the medical, education and other industries, WeChat payment has also penetrated to a large extent.
WeChat payment has a large enough scale and density. How to ensure the next growth is also reflected in the iterative optimization of the original scene and the mining of new scenes. At this point, they have figured out a link that can be followed.
From the description of the WeChat team, this is a process of “from the outside to the inside, then from the inside out”. To put it simply, the user and the merchant’s appeals and suggestions are to be built in the early stage, and then refined and polished into a component that is suitable for all walks of life. Another way is that the enterprise or service provider first builds the product according to their own needs. WeChat pays that the good product will be done again in its own way and then fed back to the market. This is a process of constantly balancing corporate appeals and user experiences.
In the process of laying QR codes, WeChat pays a lot of inspiration. Ye Wa said that their earliest inspiration came from very experienced KA customers, and then covered the developed products to small and medium-sized businesses, they will find different demands in different types of scenes. For example, a merchant selling fresh fruit wants to send customers a green onion or apple after receiving the money.
and “Friends and Members” launched by WeChat Pay are also from real life scenes. According to Qi Zhijun, once the team went to the Chaoshan Regiment, they saw a sign on the roadside booth, which read the code and added discounts to friends. After adding a friend, you can see the new goods that the boss sent in the circle of friends, and you can also get the discount in this way.
The field of smart transportation also has a large market space. On the highway, you can see the owner who forgot to bring cash and get off at the door and ask for help. For the rigid pain point of high-speed charging, ETC is already a WeChat paymentAdvancement plan. At the same time, WeChat Payment will also introduce a series of car owners related services such as smart refueling, smart car wash and smart parking in the high-speed service area. At present, more than 130 million owners use WeChat to pay each month.
Taxis invoices also have room for optimization. If you forget to ask for an invoice, you will not be able to reimburse. In May of this year, WeChat Payment cooperated with the Shenzhen Municipal Transportation Bureau and the Shenzhen Municipal Taxation Bureau of the State Administration of Taxation to launch the country’s first taxi smart travel platform “Taxi Assistant”. After the passengers use WeChat to pay the payment, they can issue and save the invoice through a small program. They can also evaluate the driver through a small program and quickly retrieve the lost property. Up to now, the “Taxi Assistant” program has covered all 22,000 taxis in Shenzhen, 41,000 taxi drivers are using them, providing services for a total of 900,000 passengers, and more than 300,000 electronic invoices have been issued.
In addition, WeChat Pay also launched a scene service such as a relative card, down payment, and 24-hour self-service catering cabinet. WeChat payment does not only cover existing scenes, but also complete coverage of all future scenarios. In this process, users, service providers, and governments need to create an ecosystem.
Develop with WeChat concept
No matter what kind of service WeChat pays, improving the business efficiency of the business, improving user experience and convenience, this is its first logic. Behind this, the development of WeChat payment is the product philosophy and philosophy of WeChat. From the answer of the WeChat team, we can also see the views of Zhang Xiaolong, the president of the WeChat business group.
Because it is attached to WeChat, WeChat payment has more insight into human nature and more understanding of users than other payment tools. One example is that a car owner who uses a non-inductive parking service binds the license plate to his wife’s WeChat, where it will be sent directly to the other party’s mobile phone. For the issue of leaking privacy, WeChat payment is also very sensitive to solve it. In addition, like “friends are members”, it is also a keen capture of daily trading behavior. WeChat is a mapping of offline friends, and WeChat payment is a mapping of offline transactions.
The consistency of the WeChat concept also requires WeChat to pay more for products and experiences. In the open class of WeChat, Zhang Xiaolong has repeatedly talked about the idea of “running away”, which is the essential result of an efficiency tool. If the service you provide has a value to solve the pain point, the user will naturally come back. WeChat payment also applies this concept to the development of products.
On the matter of whether the brushing device should be promoted, WeChat payment also fully refers to the early practice of WeChat. Zhang Xiaolong once said, “A new product does not have a natural growth curve, and we should not promote it.” Guo RunzengIt seems that when the brushing device can’t grow spontaneously, it won’t be hard to push, but try hard to see if it can be accepted by the market. If the proof is indeed valuable, the merchant will come to this thing.
However, WeChat also decided the development pace of WeChat payment. Do a product with temperature, do not talk about KPI talk about OKR, more is also from WeChat requirements. What exactly does this matter mean, the WeChat team is slowly exploring.
“When you first released a product, you would consider how many users can generate tens of millions of users,” said Zhi Zhijun. It’s not now. “More consideration now is whether the product has any meaning, is it for you? When the eyes are bright, what is the word of mouth after the product comes out, even the boss will look at the external word of mouth to judge whether the product is good or bad.” They are also adapting to this change.
The development of WeChat payment points is also based on the rhythm of WeChat. “We do not generally look at the rhythm of other products, we only look at which node our products need to go.” Ye Wa said that WeChat payment will not be anxious to launch products because of a new use. But with this ability, you can better serve users and facilitate users’ experience in trading scenarios. The rhythm of the entire promotion, release and opening is also released step by step according to the scene and convenience. “It’s the same as the earliest WeChat payment. The whole ecology is pushing us to go, not what we want,” said Lei Maofeng, deputy general manager of WeChat Payment Operations Center.
Zhang Xiaolong once explained the importance of the consistency of WeChat concept. A good product requires a consistent concept, and multiple ideas can lead the product in different directions. In addition to running out, decentralization is also adhered to by WeChat, and WeChat payment is also the way to cooperate with service providers and ecological partners.