Lei Feng network (search "Lei Feng network" public number concerned) by: Author Xu Yulin (WeChat public number: Zero_Jeek), Internet financial product manager.
Wechat has firmly kept acquaintances in their own hands, and unfamiliarity has proved that it is difficult for strangers to socialize. Today, semi-acquaintances have become the best choice for Alipay.
Today, Alipay has updated the 9.9 version, once again "a step closer to WeChat":
As shown above, this update mainly includes the following points:
The circle of friends was placed on the home page, and a "possible person" was pushed (according to the analysis, the source of the push here is the friend of the friend in the address book, that is, the second contact);
The personal homepage adds friend information, friend information, and a friend circle entrance.
This update again led to a round of Tucao:
"We want to change WeChat to be crazy?"
"So sick?! I would like to delete Alipay's friends."
"It is also a fight to be social."
......
Alipay's attempts to strengthen social interactions are not a matter of two days or two, but the effect is always unsatisfactory. Why does Alipay have to do so again and again? What is Alipay's attempt to update this time? We might as well start from scratch.
A. Why Alipay wants to do socialRegarding this point, Alipay started to talk about social issues and the opinions that individuals agree with are:
Alipay does not want to be social, but to do "social relations payment scene" function.
The social functions brought to Alipay include: higher usage frequency, user's social relationship chain, user's social account number and data, and these benefits to Alipay are numerous:
1. Higher usage frequency can generate more offline payment scenarios. This need not be described. WeChat payment is the best case around.
2. The user's social relationship chain brings payment scenarios under social relationships, such as transfer, debit, and other functions;
3. The “replacement†of the payment account with the social account can reduce the user's operation steps in the transfer, payment, etc., and improve the user experience of the transfer and other processes;
4. Social data is a treasure trove of data for Ali's sesame credit applications.
Therefore, even if there is no Wechat, Alipay will not hesitate to reinforce socialization. What's more, there is now an additional object of competition.
Second, Alipay's social experience and lessonsLast year, Alipay had two major actions in strengthening socialization: First, the 9.0 version of the "Wechat + Popular Comments" was jokingly called "The WeChat + Popular Review";
The former is Alipay's learning and reference for WeChat. I think Alipay also knows that the true core of WeChat is not a circle of friends, shaking such social functions, but its address book and instant messaging functions (so on the WeChat Tab, messages and contacts have always been found). Because social networking is not just what you need, communication is. From QQ to WeChat, the communication function is Tencent firmly grasping the core of the user, social functions only make the user more active icing on the cake.
However, such a reference is doomed from the beginning. When WeChat has firmly grasped the user's acquaintance relationship circle and communication scene through the address book, Alipay is very difficult to change the user's habits.
The latter, Alipay’s attack on WeChat users’ acquaintance circle. Stimulating users to transfer the list of contacts from WeChat to Alipay through high-value event rewards is the ambition of Alipay to do the Spring Festival lucky bag. However, this ambition was also lost. User habits are difficult to change, and users' social relationships are more difficult to migrate.
Third, Alipay's thinking changesThe communication function could not compete with WeChat, the social relationship chain was also scattered, and Alipay’s efforts in socializing acquaintances had failed. But social networking is still the way to go.
Only, have to turn a corner.
Look back at this update:
In the circle of acquaintances and second-degree contacts, Alipay chose a second-degree contact;
Between the communication function and the circle of friends, Alipay chooses a circle of friends.
As a result, we may be able to guess Alipay's transformation: from acquaintance social to semi-acquaintance social.
First of all, we are talking about several areas of social relations: acquaintances, semi-acquaintances, and strangers.
Acquaintance relationship refers to the relationship with the highest frequency of contact and the most intimate relationship. This is also the most important application relationship of WeChat's circle of friends;
Semi-acquaintance relationship refers to a certain social connection but not a close relationship, such as second-degree contacts, alumni, typical social applications are QQ space, Renren network;
Stranger relations , no need to go into details, once unfamiliar is the most typical.
Among them, the relationship of acquaintances is the most viscous and the interaction frequency is the highest, but it is also the most closed; the relationship between strangers is the most Open, but the loss rate is also the highest; the semi-acquaintances are somewhere in between, not closed like acquaintances, nor As fleeting as strangers, there are more excavations.
So, what does Alipay do for semi-acquaintances? We can summarize the following points:
1. There are scenarios. This is a business goal.
The rich scene brought about by the semi-acquaintance's socializing: party AA, traveling together ... ... not only greatly increases the frequency of Alipay use, but also brings opportunities for diversion of other Ali system applications.
2, there is space, this is a market opportunity.
The semi-acquaintance social communities such as Renren.com and Kaixin.com have all become the stars of the future. The QQ space's user attributes and Alipay's coincidence are not high. This just gave Alipay a chance to enter the market.
3, sticky, this is Alipay's own advantages.
Semi-acquaintances are socially vulnerable to failure if they are unable to form enough stickiness. This has been demonstrated by the demise of countless social applications. However, due to the stickiness of Alipay's users due to the just-paid need, Alipay can laugh at this.
In view of the above, WeChat has firmly kept acquaintances in their own hands, and Momo has proved that it is difficult for strangers to socialize. Today, semi-acquaintances become the best choice for Alipay.
Of course, you may say that as long as WeChat slightly expands the social space (implementing the social relationship hosted by WeChat far more than the acquaintance relationship), you can pin Alipay's attempt, but don't try it. Who knows the result will how is it?
At least, when Alipay’s products are reporting to their bosses, they can be more straightforward.
Finally, put an egg, Alipay's home page can be seen after the slide, "I'm the bottom line," Who actually said this to whom? You may wish to open your mind...
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