How does BAT subvert internet finance?

Scene, scene, scene! When Internet vendors such as BAT, represented by various treasures, subverted the old three chapters of traditional finance "offline stores, passive customers and middle income", they began to seek to widen the gap from pure "interest" competition to deeper scene finance.

In early July, Ant Financial announced that its Alipay service window was connected to the flying pig agricultural service window. Users can search for "Feifei" on Alipay APP and order the drone spraying pesticide service provided by Feifei Agriculture online. On the surface, this new service is just a gimmick O2O attempt, but in fact, an easily imaginable financial scenario of rural areas, pesticides and agriculture is contained in it.

This is just a small move of BAT layout scenario finance. On the whole chessboard of internet finance, there are such ambushes everywhere, ready to subvert the internet financial form of various treasures that have touched the ceiling again.

Tencent: Social finance is full of scenes.

Among Internet financial products, the most grassroots content is not WeChat red envelope. As a vital part of Tencent's Internet finance matrix, WeChat payment has successfully used the traditional Spring Festival of China people by opening the way with red envelopes. 20 14 Up to now, Baidu and Ali have been completely defeated in three Spring Festival red envelope wars.

Red envelopes are China people's favorite scenes. The Spring Festival red envelope, which is a scene under the experience of 100 million users, is vivid, concrete and self-taught. However, the main use scenes of red envelopes are mostly courtesy communication between friends, and Tencent's way to break the game is to derive more scenes from it.

For a long time, Tencent was extremely depressed in internet finance because of the lack of scene experience. Tenpay was launched in 2005 to counter Alipay, a third-party payment platform launched by Ali in 2004. Until 20 13, Tenpay did not successfully transform Tencent's huge social users. The reason is also very simple. Tenpay provides various transfers, utilities bills and even various ticketing services. In fact, it is not much different from Alipay's services, and even these services have been covered in traditional finance for a long time.

Simple convenience is not a scene. Users must be given more substantive contact. Social module is obviously one of the places where user scenarios are most likely to be generated, especially in the initial stage of scenario finance.

20 14, 1 month, Didi taxi and wechat payment took the lead in promoting mobile payment in 32 cities across the country with the cashback method of "passenger reduction 10 yuan, driver reward 10 yuan", which started the first shot of China scene finance, and then the WeChat red envelope war in the Spring Festival, even through various shakes.

With this grassroots user scale, Tencent's chessboard began to expand. 2065438+In March 2004, Tencent realized QQ wallet on Android and Apple dual systems. Later, financial products and credit systems such as Licaitong and Tencent Credit Information were established. In 65438+February of the same year, Shenzhen Qianhai Weizhong Bank Co., Ltd., the first private bank in China in which Tencent holds 30% shares, came out.

A social financial matrix with social activities as the core, banking business as the middle explosion point, fast payment (pc), WeChat payment (mobile) and qq wallet (Tenpay Mobile) as the support, wealth management, Tencent credit investigation and emerging micro-securities as the generalized financial products, and involved in Internet banking loans with "no outlets, no counters and no property guarantee".

In addition to red envelopes and various O2O subsidies, Tencent's social-based scenario finance is still lacking. Although the reach of WeChat payment has been extended to the huge real economy, a large number of physical stores will be able to use WeChat payment as the standard of their checkout counters. A recent questionnaire survey by Rong 360 showed that 53.3% of the respondents chose Alipay or WeChat payment, and only 22.9% chose credit card. The proportion of people who transfer money through Alipay or WeChat is as high as 72.3%, and young users are more inclined to choose WeChat and Alipay.

Besides red envelopes, what other scenes can there be? Please note that Tencent's scenario finance is still based on user consumption, especially since 20 1 March 61,WeChat has paid small change to bank cards to collect handling fees, further highlighting that WeChat payment is outside the consumption field, and users' funds cannot be left on WeChat books in other forms. Behind the "charging" incident, I hope that the huge user WeChat change will be integrated into Tencent Wealth Management, which just opened the entrance with WeChat at the beginning of the year. I don't hide it.

However, although in April this year, Licaitong announced full support for small and medium-sized banks and supported 108 banks. At the same time, in addition to a number of money funds similar to Yu 'ebao, there are regular wealth management, insurance wealth management and even index funds. However, when the magic of all kinds of treasures has faded, Licaitong seems to have fallen into the dilemma that Tenpay is fully functional and ambiguous.

Just in May, WeChat once again began to explore the scene experience of red envelope mashup. With the help of the special day of 520, it played a scene game that is convenient for users to express their feelings. The limit of red envelopes was raised to 520 yuan, and financial benefits such as house purchase concessions were also introduced. Tencent's official data shows that only nearly 10,000 users have deposited the 520 yuan red envelopes they received into financial management. ...

The most intimate scene experience (red envelope) and the extreme lack of generalized application scenarios are obviously the most headache and the most urgent need to break Tencent.

Ali: Digging Deep into Two Lines of Grass-roots Economy

Compared with Tencent, Ali's layout in Internet finance can be described as very early, except Alipay, a third-party payment platform specific to China's credit problems, and a huge group of e-commerce users gathered on it. Ma Yun is also a pioneer of the Internet, and finally pays attention to the loans of SMEs. This is precisely the grassroots blind spot that other Internet finance has long neglected.

Grass-roots economy is not only a consumption pattern. In July 2008, Ma Yun announced in a high-profile manner that under the global subprime mortgage crisis, Alibaba would spend 654.38+0.5 billion yuan to help small and medium-sized enterprises spend the winter together. Prior to this, in June 5438+ 10 of the same year, Alipay had actually joined hands with CCB, and Taobao sellers who met the credit requirements would receive personal micro-credit of up to 100000 yuan.

This is a scene experience of holding a group for the winter. Who says that the grassroots economy is just the money bag of ordinary consumers, but it can also be the lifeline of small and medium-sized entrepreneurs?

On the surface, Ali's financial layout relies on Alipay to build a pool of funds between merchants and consumers. Moreover, due to the emergence of Yu 'ebao in June of 20 13 and the high yield, millions of users were realized in one day, and hundreds of billions of bank deposits were successfully instigated. But most people think that Ali's internet finance will be a system centered on wealth management.

In fact, on the contrary, relying on the transaction big data formed by the intersection of its own e-commerce platform and merchants for many years, any domestic bank or institution, Aribi, knows more about the situation of SMEs, and it is still an individual case. Therefore, on top of internet finance, the long tail theory of e-commerce is also used. 20 14, 10 In June, Ali Microfinance Services Group was formally established in the name of Ant Financial Services Group, which can actually illustrate the key points. Its business includes Alipay, Alipay Wallet, Yu 'ebao, Lucky Treasure, Ant Small Loan and Online Merchant Bank, which also reflects the structure of Ali's entire long tail matrix.

Ali Finance, whose interests are ahead, lacks scenes. The huge pool of funds based on business, especially under the credit framework of "micro" business, calls for financial management in the face of the same "micro" grassroots. In this experience scenario, in addition to the daily e-commerce payment experience, it is more important to help grassroots make money through financial management or credit. Obtaining the long tail of grass roots and gathering sand into a tower is the focus of Ali Finance.

In fact, at this point, Ali, who mythologized the Internet economy through Yu 'ebao, still gave users a non-scene experience and more accurately described the competition with traditional financial institutions in tempting users' interests.

However, the user base and adhesion have stabilized, and then Ali's strategy began to shift from online to offline. The fight between 20 14 and Tencent about taxi subsidies is only a preliminary test. Ali's purpose is more clear. Just as Ma Yun said, "If the bank doesn't change, we will change the bank", the breakthrough point is also on the scene, which is itself the advantage of the Internet with huge grassroots.

Feelings? Technology? Have fun with Grassroots. Ali's scene finance has thus become two completely different routes.

One is the emotional system. Tian Hong Fund, which became famous for Yu 'ebao, began to subdivide scenes for users, such as developing "Love Fund" for couples, developing "Intimate Deposit" and "Intimate Access" for couples, participating in couples' tasks, and entering couples' forums for social activities. In addition, it also has functions such as recording events and interactive reminding, which is similar to adding financial management scenes to couples' applications such as Sean Ai. Another product called "filial piety fund" has a similar gameplay. This is quite similar to the above-mentioned Licaitong 520 gameplay. Similarly, no suitable breakthrough has been found.

However, in the Ali system, the most emotional and successful thing is entertainment treasure. Its main netizens can invest 100 yuan in popular film and television dramas, with an expected annualized income of 7%, and have the opportunity to enjoy the pan-entertainment game of entertainment rights such as crew visits and star meetings, and rely on the resource advantages of Alibaba Pictures, an Ali pan-entertainment system, so that its ability to tap fans with investment ability has reached an unprecedented level and become the largest in the world.

A space that can generate enough associations to release feelings is actually just a cross-border mashup product after the traditional support group model stimulates the economic vitality of fans, but the lack of combat effectiveness is extraordinary.

The second is the technical department. On July 22nd, in the first "Taobao Creation Festival" held in Shanghai World Expo Exhibition Hall, Ali virtual reality (VR) shopping technology "buy+" was first opened to the public. On the surface, building a virtual store through VR technology seems to be only a new breakthrough in Ali's e-commerce field, and it is a technical plus item to ensure its e-commerce advantage. But in essence, once such technology is realized in the shopping process, it can also realize more scenes in financial services-who said that buying financial services is not a kind of shopping? Who would refuse a shopping guide and just look at a bunch of numbers?

At least, for Ali, who is based on grassroots, if the grassroots economy cannot be turned into a fan economy with emotional scenes, more real virtual scenes can be used to let grassroots who are not proficient in financial management get high-quality customer service anytime and anywhere, which looks very real.

But everything is still inseparable from e-commerce. Ali is actually creating the world, and buying, selling, managing money and investing are all completed in Ali's financial closed loop.

Baidu: The scene experience needs more offline technology.

In Internet finance, Baidu is the latest one with the slowest layout. In addition to Baidu Baifa, Baiyi and other wealth management products in the "balance treasure fever", most of the time, Baidu seems to be an outsider-of course, now it seems that this is obviously just a misunderstanding from the outside world.

Hands-on style doesn't have to be very financial. The layout of O2O, a strategy that seems to have little to do with finance, is actually the key to Baidu Finance. Baidu, which seems to be a latecomer, had a layout outside finance before, but the real goal pointed to finance. What Baidu needs is to build enough rich scenes first, and then realize enough experience with the help of financial power. Therefore, Baidu's layout of O2O is actually a highlight of this layout.

At present, the O2O layout of BAT ranks first in Baidu, second in Ali and third in Tencent. Baidu, which is famous for its O2O layout, has a series of layouts, such as Baidu takeaway, Qunar, Ctrip, glutinous rice and uber taxi. The depth of its implantation and the breadth of corresponding scenes are incomparable to the latter two.

Now Baidu's financial layout can be roughly divided into: "Baidu Finance" for users, "Baidu Small Loan" for SME customers, "Financial Intimate" for financial customers, and Baidu Wallet, as well as insurance and banks that have just surfaced.

Although it is O2O, it is always following other people's scenes. Baidu Finance has a very special node, that is, compared with Tencent and Ali, they take the closed-loop mode of "self-operated" business. Most of these businesses of Baidu, like its O2O, take the joint venture route with traditional institutions. Banks join hands with CITIC and insurance join hands with Allianz. Baidu wallet is deeply embedded in the payment chain of its O2O partners. Baidu Youdao, Baidu An Youqi and other wealth management products have also signed contracts with film and television companies and educational institutions. At the same time, Baidu is also making full use of its search traffic big data and map LBS big data for deep integration. These technical elements, like Tencent's socialization and Ali's e-commerce, belong to the basic application of the Internet, and the combination with O2O and other scenarios is deeper. Its orientation to funds is more obvious. The final destination is offline, especially in the services such as car washing and ordering by O2O friends of Baidu glutinous rice. Previously, Baidu invested in Uber, further improving the chain of O2O diversified scene experience, and connecting Baidu map and Baidu wallet into it, truly realizing its strategic positioning of "connecting people and services" in finance and even Baidu's overall function.

In addition to relying on the traffic created by itself on the underlying technology of the Internet and hoping to expand in the O2O field, Baidu's other scene experiences are lacking. On the third-party platforms and products such as Yu 'ebao, Baidu Wallet and Baidu Baifa are the trend of strategic follow-up. In the Spring Festival red envelope war, Baidu's image recognition technology was used to jointly launch an interactive form of "take a' blessing' and send a blessing bag" with offline stores. Although novel, the experience angle of the cut-in Spring Festival scene is not good (visiting relatives is still more mainstream than shopping malls), and the process is more complicated than "shaking", but the record is not good.

The most typical example is that on May 25th, Baidu Post Bar announced that the entertainment channel of Post Bar was officially launched, and at the same time released the first wealth management product of Baidu Post Bar: Entertainment Profit. Its characteristics of following Tencent Entertainment Treasure are more obvious, although Baidu has enhanced the scene experience felt by fans through the social experience of posting it.

Technology will be the killer of Baidu scene experience. The most interesting thing about Baidu's scenario finance in the future is technology. In early July, Li Yanhong, founder and CEO of Baidu, appeared at Viva Technology Conference, saying that most services are based on artificial intelligence. As the "hydropower coal" of the Internet, artificial intelligence, taking image recognition as an example, has already been successfully integrated into Baidu cloud service. As early as April Fool's Day (1), Baidu announced through facebook screenshots that Ai Du, a super financial robot being developed by Baidu's American R&D Center, would come out, which would be the first artificial intelligence financial manager launched by Baidu.

Although it is April Fool's Day news, according to Baidu's earlier practice of testing water on April Fool's Day to release its new products such as chopsticks search, using AI to help users manage their finances may be the key point for Baidu to truly crack the financial tactics following the Internet.

Who doesn't want another scene experience similar to Jarvis, the AI housekeeper in Iron Man?