Alipay " Double 12" Revelry: Aunt Has Not Yet Conquered.

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"The upsurge" has just subsided, and the "double 12" rush hastily. It seems that overnight, Alipay has captured the loyal followers of offline stores, the royalists in the online shopping revolution, and the world-famous Chinese mothers.

"A group of over half of the big uncle aunt, gave up the great charm of the square dance, a smartphone, waiting anxiously for the last" sweep "in the supermarket.

In December 12th, Alipay jointly launched about 2 000 stores across the country to jointly launch Alipay's wallet payment to enjoy half off discount activities, covering a number of daily consumption places such as restaurants, desserts, bakeries, supermarkets and convenience stores.

Alipay's intention is not to be a big uncle, but to cultivate young people's habit of paying offline.

But in the rush of media, uncle and aunt seem to be the two pioneers.

How the situation is, the media decided to go to the supermarket and see the reaction of customers after the event.

After passion

At 15 p.m. on the afternoon of 3, the media visited the Wumart store near Zhongguancun, and found that they tried to find the hot spot of double 12 in the store. However, perhaps it was afternoon, because there were not many customers in the store, and there was no queuing in the cashier.

The media randomly interviewed Aunt Zhang, a middle-aged female customer who was washing shampoos in front of the washing products shelves. Zhang aunt told the media that she had learned half price promotions from Alipay and Alipay in the store's posters, but did not participate in the event because her cell phone didn't have Internet access.

When the media asked why they did not turn to the scene staff to help them open, Aunt Zhang laughed and said, "I heard that I'd like to go to the bank binding card too. It's too troublesome to open it up."

But she said that if the future activity became normal, she would consider paying for Bora payments.

In fact, there are not many customers who share the same feelings with Aunt Zhang. Most of them think that one or two promotions a year are hard to impress them, so they are dedicated to Alipay.

This year's 51 year old Zhao Ma told the media that she had just heard about this activity and asked her children to help install Alipay app, which is currently learning to use, but she recalled that on the day of double 12, there were quite a few people in the Wumart store, which was almost a few times normal, and that it took nearly an hour to make the payment. Aunt Zhao said frankly, "it is certainly good to have a discount with this (Alipay) payment, but if I have to queue for an hour, then I will definitely not use it". Finally, she did not forget to quip, "I might as well earn more at this time."

From this point of view,

Groups do not seem to be the main group of double 12 Alipay.

Subsequently, the media visited several young users randomly and listened to what they said.

Mr. Liu is 35 years old. He works upstairs in the Wumart supermarket. He heard about the promotion of double 12 very early. He also downloaded Alipay App for the first time, and waited for the 12 day to buy.

Mr. Liu described the scenes of 12 shopping in Wumart. He said there were many people using Alipay payment on that day, but most of them seemed to be almost the same age as him.

When the media asked whether it would continue to use in the future.

When he went offline, Mr. Liu smiled and said he would continue to use it. In his opinion, it was more convenient to pay with Alipay than direct cash, and he also indicated that he would use the recharge of in the future.

Mr. Yang, a salesperson of a brand of yogurt before the shelves, told the media that according to the statistics of his company, the number of users who purchased the brand product by Alipay on the 12 day reached more than 80%, and the passenger flow of that day exceeded the holiday traffic volume.

Mr. Yang said that because of his work, he seldom used Alipay under normal online, and limited times were also used for fast taxi.

When asked if Alipay would take part in such offline buying activities in the future, Mr Yang said, "I think it depends on the strength of the discount.

Like today's 10 percent off activities, the intensity is too small, the traffic volume is obviously much less.

And there is a frequency problem, for example, if our product is always promoting sales activities, customers will also be tired.

The 50 yuan discount will not be used for decades.

Search through Baidu "

The keyword combination of "aunt" shows nearly 800 reports.

The contents are mostly double 12. On the same day, uncle and aunt are now learning to use Alipay, and many supermarkets have even been sold out.

Some places even set up a "charging and installing Alipay" service for the big aunts.

The findings of the media are not the same as those reported by the media before. In the field observation and interviews, the media found that the vast majority of the middle-aged and elderly respondents did not participate in the activities on the day of December 12th. The proportion of nearly 20 samples was as high as 75%, of which nearly half showed no knowledge of it.

However, on the contrary, another group of survey data shows that almost all 30 young customers surveyed know Alipay products, while Alipay accounts for about 80% of Alipay's "double 12" activities and less than 60% of customers who use Alipay to participate in activities.

Through the summary, the media found that 40 years old almost became the natural watershed of Alipay: young and middle-aged users under 40 years old, through Alipay payment has become a common channel for daily online shopping, and the channel for this group to get "double 12" information mostly comes from information sharing, network activities and advertisements on SNS, as well as Alipay's own information push.

For middle-aged users over the age of 40, especially those aged 50 or above, the "Alipay" brand has more than 60% recognition. The channels for obtaining "double 12" activities are also mainly derived from posters in TV and supermarkets.

In response, Mr. Joe, a spokesman for Wumart, said, "we see that the proportion of new members and young users has improved significantly on the day of the second day of the year."

Wu Mei supermarket cashier also confirmed this statement, she told the media: "double 12 day queuing checkout team is particularly long, most of them are young people, not many middle-aged people."

In fact, in the survey, we found that the example of aunt Zhao is very representative: "I know this activity, but everything I need for watching videos requires my son to help me at home. Even if I was loaded with Alipay, I would rather pay the money directly."

And more aunts and gentlemen also gave another reason: "the price has gone up badly, although 50 yuan can also buy two Jin of spareribs, but it is too much trouble to install software, learn how to use it, and arrange the payment of long queue."

The habit of decades is not easy to change. The comfortable and handy software that Alipay has used by young people is too high for the middle-aged and the elderly. Even if it is necessary to open Alipay and pay the code of payment, it will take a lot of work for the elderly.

In view of this, the "50 yuan cap sales promotion campaign" does not seem to attract the aunt so much, and "no installation, no use, one year one or two installment is not worth" and other reasons become the main hurdle that they do not choose to use Alipay to pay.

Double 12 to double 11, the road is still long.

Double 12 is meaningless? In the first year of Tmall's "double 11", it also faced such doubts. After five years, this is a false proposition.

For Ali, the strategic goals of double 12 are two: one is to enhance and consolidate Taobao's influence, the other is to form a pair of legs with Tmall's double 11; secondly, to cultivate offline payment habits, which is also the most important purpose. Compared to the competition between the taxi market and WeChat, Alipay's payment card for the purchase of the line is particularly important. The market has greater imagination and has more mobile payment new users.

As the first pcript of double 12, it is difficult for us to judge whether it is successful or not, but the problem it may expose is also Wealth: the demand for offline payment is not strong, the expansion of new user groups is not easy, and the competition that WeChat pays for the absolute amount of money paid by natural resources brings competition.

Of course, for the payment itself, the application scenario is very important, the more the payment scenario, the greater the payment efficiency.

Alipay has the backing of Taobao, which has generated a larger payment basis. Cai Fu Tong relies on Tencent. Therefore, Alipay has a much larger body size than Cai Fu Tong.

Of course, with the development of mobile payment, scenario payment is more and more important, so the amount of payment scenario directly determines the amount of payment.

With the development and extension of WeChat, it gradually expanded from the initial social attributes to a broader scenario, and quickly covered 600 million user clients. The resulting payment scenario has far exceeded the scenario Taobao can bring to Alipay. This brings the WeChat payment not only to limited business, catering, travel areas, but almost all aspects of life. The natural attribute of WeChat brings great challenges to the payment scenario.

Indeed, once a year's activities, whether for offline sellers or consumers, the long-term payment habit is temporarily difficult to change. Many scenes support mobile payment IT system and other basic design and construction can not keep up; preferential efforts are not enough to compensate users' time cost; and the factors such as less installed capacity determine the payment habit of the training line and the expansion of the scene will not be completed overnight, but a long-term and continuous process.

It has been pointed out that although the "accumulation point" growth caused by a single sales promotion is difficult to sustain, it is irreversible to change consumer spending habits.

Just like this, the fast and dripping taxi market, and the fierce competition in the business vehicle market, are all challenges and changes that mobile Internet thinking has initiated to the traditional travel mode.