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The Alipay WeChat public account is a well-known sample medium for social media communication in Ali. As an official corporate social media account, it is deeply rooted in the Internet “dimensional spirit” topic creation, language style, and highly personalized stance. It is highly respected and emulated by many users and similar companies.

It is quite rare that the user’s message on this account has reached a wit and interesting understanding with the account style. Although this is maintained by a girl with a smart face, the user is still accustomed to using the “dogs, you are inflated” in the message area, “Ma Dad informs you to go to the financial to pay the salary tomorrow” to ridicule the interaction.

Another common content of this account message area is related to the flower bud: “Dog, can you spend more for me?” and similar words. This is a common phenomenon in the social media that takes the “zero cost” tool from the mouth of the language and enjoys the fun of “cool text”. It is also a simple plot for the public to spend money in daily life: others give you money and don’t have to pay back, it’s so cool (see my smile face ????).

01.Flower helps business grow

Ma Yun also has a “super cool” feat for emptying the shopping cart for girls, and thinking about “someone still spends” is not bad. The money must be paid back, everyone is nothing more than a mouthful of addiction, and then honestly pay back the money.

The feeling of addiction in advance is more exciting than mouth addiction. Repayment is always the last step of consumer credit behavior. This is the normal psychology of consumer credit. The cool feeling of spending money on the Ali platform and the physical scene through the flower buds lies in the random and high-frequency characteristics of shopping, which is not conducive to the direct control of the cash balance.

Volkswagen is established on the initiative of monthly capital control, and it is customary to distinguish the available quotas by the ratio of “fixed expenditure” and “random expenditure”. The random non-fixed spending of consumer shopping leads to the deprivation of capital control, which is precisely the randomness behind the randomness, which makes it easy to make the proportion of expenditure out of control. The use of Huayuan as a consumer credit is clearly visible in the total amount and sub-item of monthly repayments. Second, the advance credit consumption allows the limited funds to be used in advance for other major temporary expenditures.

Therefore, combined with the popularity of mobile payment today, it is equivalent to the reality of cash payment. Even from the accounting function of merchants, the financial settlement efficiency, convenience and security of mobile payment far exceed the management advantages of cash.

Therefore, it is a fusion of spending credit habits and mobile payment convenience. guideA new business phenomenon that led to an online shopping and local lifestyle consumption was born – consumers who did not open a flower garden were not willing to shop.

Earning money is the ultimate goal of business. The merchants who originally needed to pay a little for the opening fee are now actively not only actively cooperating with Alipay, but also actively labeling the materials in the store door-to-door project that “this store supports the flower payment”.

The picture shows the “supported flower” logo posted by a merchant at the door

The data from Alipay Huayu supports the actual actions of the merchant. According to the data of Huayu, during the non-double 11 period, after the merchants opened the flower garden, the transaction volume increased by 38% on average, and the transaction users increased by 32%. During the double 11 period, this data will increase. The Huayan customer service hotline shows that during the Tmall double 11 this year, 40% of the merchants came to consult how to open the flower garden, which is doubled than usual. In addition, the average data of the Alipay Service Provider (ISV) shows that during the Double 11 period, the merchants who requested the ISV to open the collection and payment function increased by 80% compared with the daily.

Because the merchant will settle the account. The smaller the merchant, the better it is to calculate the small account. If a consumption phenomenon has been trending to transform a group’s consumption behavior, the cost of the credit platform alone is not simplistic. Instead, it is incorporated into a multi-dimensional comprehensive cost list to construct a new “cost and benefit” closed loop.

In the vernacular Chinese, you can immediately see that the sales volume has increased because of the opening of the flower garden. It is a kind of calculation of the account and the cost of the consumer credit service. Business strategy.

For Alipay and the ant gold suit behind it, it is natural to be a big account as a big platform. In order to further stimulate the popularity of the flower shop between merchants and users, Alipay is still using the upcoming 11th Tmall Double 11, which has increased the scale of these long and interest-free services for 12 months and 24 months. With a double 11-stage period, Alipay also offers a one-click discount tool for merchants. During this double 11 period, Tmall and the merchants jointly provided consumers with an interest-free fund for 800 million flowers.

The flower-free interest-free period is extended to a maximum of 2 years, which is an eight-fold increase in the credit cycle, which was originally a three-month start. This kind of credit measures that directly benefit consumers will naturally generate some long-term capital costs. According to Huang Hao, president of Ant Financial, Digital Finance, it is Alipay and the merchants to bear. In the introduction of Huang Hao, the big account of the Alipay is mysterious.

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The picture shows Huang Hao, President of Ant Financial Digital Finance

12 months, 24 months, was previously a special service that can be obtained or launched by top brands such as Apple. Now Alipay platform and merchants work together to expand the ultra-long-term interest-free cycle, of course, in order to further enhance the consumer experience and capital management initiative. By reducing the cost of using consumer credit (both merchants and users), transaction frequency and facilitation efficiency between merchants and users can be further expanded.

The change in thinking of Alipay as a platform is to turn the spread income that was originally a profitable project into a production tool that helps the entire Alibaba ecosystem and Alipay partner (online + offline). This is a comprehensive benefit compared to the big account, just like the small account income calculated by the small and micro-business in the opening of the flower, is the greater benefit of the activation of the transaction completion, frequency and user activity rate.

This is a very sophisticated cost and benefit accounting mechanism. In addition to turning income into operational tools, the transactional relationship that the tool itself disassembles is multilateral and multi-node, in line with the industrial nature of financial assistance retail, the nature of digital technology and the rules of capital leverage.

The direct “transaction-payment” single-line relationship between merchants and consumers, involving credit incentives and interest-free incentives, forming a multi-angle transfer payment and cost-decomposition relationship. At the same time, all technical digital credit and credit line confirmation mechanisms have greatly reduced the risk of the entire financial assistance retail process.

This is also Alipay’s ability to innovate under the technical support and business boundaries of the original traditional banking system. Banks are actually very willing to have similar business innovation conditions, but they do not have the corresponding technology and industry synergy mechanisms. There is a comprehensive set of complex technologies, innovation, product strength, and comprehensive advantages of industrial organization mechanisms.

Alibaba owns and utilizes these resources and mechanisms, and now the expansion into the business boundary is also a natural trend of its own business evolution iteration. In contrast, there are actually more than 30 traditional financial institutions that have already participated in the list of financial services of Alipay during the double 11 period.

Tmall double 11 entered the 11th year, is the carnival of consumers, is also a good opportunity for the growth of brands and businesses, but also a new driving force to stimulate domestic demand.

Double 11 current pre-sale data has shown the direct pull of the flower staging. Tmall data shows that Tmall merchants have opened an interest rate of 8 million pairs of 11 products online. Among them, personal cleaning products increased by 2000% by the stage of flower buds;Pet products increased by 500%; health foods increased by 460%.

There are also more than 10,000 training institutions, such as school treasures, such as school treasures, and also increase the enthusiasm of transactions through the opening of flowers. A staging can increase the amount of parental education investment for children and share the cost of education expenditure. There is also a mid-level accountant training course for distance education. The tuition fee for each class is only about 1 yuan per day. This class has more than 8 times the daily sales since the 11th. The Baby First brand, which specializes in child safety seats, has a 254% increase in sales after the opening of the flower bed, and there are still as many as 94% new users.

Behind the huge amount of new user growth, there is also a current situation in which the consumption rate of consumer finance in China is not high. According to the National Financial and Development Laboratory report, 60% of Chinese adults still do not have access to consumer credit services. A group of survey data from Southwestern University of Finance and Economics shows that China’s household consumer credit participation rate is only 13.7%, less than a quarter of the US. The Chinese feel that they should pay for the purchase of a house, and spend money on it! It was not very positive before.

The space where flowers can be explored and promoted is still very big.

Of course, let consumers spend more money with confidence, freedom, and security, and also have a big framework for social responsibility. Credit control, appropriate interest rates, data security, post-loan civilized management (non-violent collection). There are also license-based operations, independent risk control, and refusal to talk about financial institutions. This double 11 Alipay united with all financial institutions to launch this social responsibility initiative.

02.Businesses that will do business will lend

There is consumer credit for consumers, and there are naturally small and micro enterprise credits for businesses. Online business loans help more stocking, and spend more time to help sell more goods. Consumer loans solve consumers’ reassurance to buy goods, and corporate credit loans can solve the problem whether merchants can sell good goods.

During the 11th period, Ant Financial Network Merchants Bank has provided more than 3 million small and medium-sized businesses, combined with major financial institutions, to provide 300 billion loan support, an increase of 50% year-on-year, helping merchants solve the problem of stocking capital turnover. According to the data of the double 11 merchants launched by Alipay and the network merchants, 70% of the merchants think that the interest of 1 yuan can be exchanged for 2 yuan, and the loan is a good way to make the business bigger.

Double 11 is a carnival day for consumers. For the business, it is a fast-growing opportunity to double the business and even 10 times.

Can you seize this double chance, mainly on credit loans. Let us make an analogy. During the double 11 promotion period, I can repay 100,000 yuan + a small amount of interest because of the loan of 100,000 yuan, at least I can earn 20,000 yuan. So the biggest pain point of this business opportunity is: Where did I borrow 100,000 yuan from the beginning?

The ability of small micro-businesses to prepare their own funds of 100,000 yuan is very rare and the funds are very limited. Because XiaoweiThe business of doing business, the projectization and periodicization of a pen is very strong. There are many major differences in the big companies that distinguish small businesses from small businesses. But the difference is that small and micro enterprises are not so strong for the precipitation of long-term commercial assets, such as brand premium, membership precipitation and the demand for continuous innovation in the industry.

Sell a batch of goods and make a fortune. It belongs to the essence of the business of most small and micro enterprises. This determines the accounting of small and micro enterprises in their own capital reserves, rapid liquidation and accurate financial entry and exit cycles, especially in the “visible”.

The online credit loan issued by the online merchant bank for the double-year business cycle of the whole year is naturally not a one or two business incentive.

The progress of the double 11 loan shared by Jin Xiaolong, the president of Antbank.com, gave a very specific data point.

The picture shows the bank’s bank president Jin Xiaolong

Businesses borrowed high during the double 11 preparations. The soldiers and horses have not moved, the grain and grass are first, and the loan demand is a barometer of the merchants’ stocking temperature. The “Tmall Double 11 Loan Report” shows that during the preparation period, the merchants borrowed an average of 7 times and 150,000 merchants borrowed more than 100 times. What does 100 times mean? That is, from the August 1st to the November 5th, in the nearly 160 days, the interest is calculated on a daily basis, and the characteristics of the credit loan with the loan are used to make the merchants very skilled in the frequency of capital turnover. Once sales are generated, the funds are immediately returned. After the funds are saved, prepare for the next sale.

Zhang Dajie, a merchant in Sichuan Kangding, has accumulated 5,000 loans in online merchant banks since 2012, with a minimum of only 3 yuan. Because it was too frequent, the customer service team contacted her specially, fearing that she didn’t know that this was a loan. I didn’t expect the big sister to say that the head was right. “If you have an order, you will borrow money. If you have a big order, you will borrow more. If you have less money, you will borrow less. The pen only takes a few days, so the interest is paid less.”

A few years later, her sales from the 100,000 per year to more than 2 million per year, more than 5,000 loans, no one overdue. Many small and medium-sized businesses like Zhang Dajie believe that loans can effectively promote their own business.

Zhejiang Cixi is one of the key industrial belts in China. Yu Xuehui, a Tmall merchant here, recently applied for a credit loan from a network merchant bank, and invested in the development of a sandwich breakfast machine to attract consumers through the use of flowers and money in stages. During the double 11 pre-sale period, the sales of this breakfast machine was 2 times more than expected. “It’s too hot to sell.The source of the goods has been warned.” Yu Xuehui, who uses the two digital financial magic weapons of enterprise loan and Huayu staging, is one of the representatives of thousands of small businesses.

There is a business like Yu Xuehui who is very skilled in operating Ant Financial Services, and the size and frequency of the business group are increasing. Jin Xiaolong believes that on the one hand, the loan service of Tmall Double 11 has already supported the merchants from opening the store. Promote, add value to the full link; on the other hand, it is also the business of the business is well counted.

Business, is the small micro-business mentioned above is good at calculating small accounts, calculate the specific account. Calculating a small account cannot be understood as a general business capability, but a small-scale business, which has the characteristics of projectization and periodicization. Now relaxing the business link of accounting, in fact, can be seen as a network business bank indirectly promote the management level of China’s small and micro enterprises.

This change in the level of management is embodied in the common sense of economics in small and micro-businesses where “finance is a swaying lever.” The above mentioned “70% of merchants think that 1 yuan interest can be exchanged for 2 yuan profit, and loans are a good way to make business bigger.” The change in this concept does not mean that 70% of businesses are lending because of poverty or poverty.

It is to use the leverage of finance, as long as the calculation confirms that it can earn 2 yuan of interest by earning 1 yuan of interest. In a business cycle, the interest rate for one month is calculated at the most, and the annualized interest rate is only 1%. This business is willing to use this loan even if the 2% profit is determined.

This is a more extreme case of accounting. In fact, the profit of the small micro-business on the line is far more than this number. The online merchant bank has done a statistic. About 85% of the merchants are under the age of 40, that is, the post-80s group born after 1979, and become the main force of the credit loan of the online merchants. The idea of ​​upgrading the business philosophy and level of young businesses and using leverage to incite their own business is stronger than the longer people.

Interestingly, the provinces with a TOP5 growth rate of double 11 loans this year mainly come from: Yunnan, Guangxi, Guizhou, Inner Mongolia, and Jiangxi, which are not economically developed and developed in the traditional e-commerce industry. Behind this growth rate change, Jin Xiaolong believes that the double 11 is pulling on some merchants such as Yunnan, Guangxi, Guizhou, Inner Mongolia and Jiangxi, and the supply side is pulling, which is better than other central and eastern provinces.

From this, it can be seen that the e-commerce economic development and the development of e-commerce finance are higher than the central and eastern regions in the central and western regions, which also reflects the role of financial e-commerce in revitalizing the real economy.

The flower buds for consumers are interest-free, and the credit loans to merchants will naturally be interest-free. During the double 11 period, the online merchant bank prepared for the merchants to reduce interest and interest by 37 million, which is the figure for this year. In fact, the online merchant bank loan interest rate fell by 1 percentage point in 2017 and by 1 percentage point in 2018. On the basis of two declines, this year, through interest deduction, 6 times of interest reduction activities, the coverage is 100%, and all loans to the “Double 11” merchants are given more or less loans.The total amount reached 37 million.

If you look at an actual sales data, you can understand the reference conditions for online merchants’ credit loans. According to the data provided by Ali, there is now a 700+ single product sales champion, which was grown by small and micro enterprises. These items include mosquito nets, maternity clothes, baby bottles, cheese, microphones, tires, computer assembly machines, curtains, potted plants, etc., which are closely related to the daily life of the public.

There are popular single-category sales champions that are within reach of the general public. There are also national TOP 10 e-commerce industry county changes, mainly in Wenzhou Cangnan, Xuzhou Suining, Hebei Qinghe, Zhejiang Tiantai, Shandong Cao County are not very developed areas.

The online merchants’ support and growth support for these SME businesses has not been able to accurately calculate statistics. However, this is also an objective fact that is actually driving domestic demand and stimulating economic growth.