Another financial technology giant enters the bureau, competition depends on what win

Source：Updated：2018-04-09 08:24:13

Suning financial as early as in 2016 began to all aspects of the layout for the center with nanjing travel wisdom, according to su ning, the official said in 2018, suning financial in addition to continue to develop the existing service application scenarios such as travel, owners, will also focus on expanding public transportation field.

In recent years, smart travel is undoubtedly one of the hottest circuits.

Baidu with its advantage of AI busy pushing the "airport" wisdom, for the first time in June last year and China southern airlines in hand, the domestic first personal intelligent face recognition system officially put into use in nanyang airport boarding the plane, earlier this year reached cooperation again, officially launched in baiyun airport boarding facial recognition "baidu" and "two tank without a" system; Tencent has signed the cooperation agreement with hefei public transportation, guangzhou metro and chongqing railway, and now the WeChat bus code supports 46 cities. Since December, ant financial has announced cooperation with hangzhou metro and xi 'an metro on bus codes. So far, alipay has supported more than 50 cities in the city. Suning financial as early as in 2016 began to all aspects of the layout for the center with nanjing travel wisdom, according to su ning, the official said in 2018, suning financial in addition to continue to develop the existing service application scenarios such as travel, owners, will also focus on expanding public transportation field.

Has paid or AI technology advantage of financial technology giants are threw the ball to travel wisdom, baidu is involved more in the field of AI technology, however, with the gap of tencent, ali stock of existing users su ning, the traditional financial also hard "hot, flat and crowded," circuit situation how will broken?

One, the giant is cancelled, the match hand is not "cruel", the wisdom travel project or will become the capital channel.

Internet finance is located in the area of inclusive finance, relying on data and scene advantages in areas where Banks can't serve. After the new regulations, some of the mutual fund enterprises were retired; At the same time, the P2P "stigma" also causes the users of the C end to question the mutual gold industry. The large user base has obvious advantages for the mutual gold enterprises to strengthen the existing stock users' stickiness, and also urgently need to develop new market increment muscle. And with the advantage of big data analysis and risk control technology financial technology companies are more popular with users, wisdom travel under such a background in financial technology giants in the line of sight, the former has traffic channels need to be paid, the latter has to pay technology needs to flow, the two hit it off.

After the race, it was found that it was "hot and crowded", for two reasons:

1. Two advantages make the smart travel project the "tang monk meat" that everyone in the gold industry wants to bite.

(1) high frequency, high viscosity and high user activity.

User contact frequency and dependence of product is directly related to the conversion rate of the product, especially in the field of public transport travel absorb wisdom flow of high frequency, high adhesion characteristics of obvious advantages. Shijiazhuang is the bus company's "mobile payment" done statistics, from last November to four months now, "shijiazhuang electronic bus card hairpin quantity up to 600000 pieces, brush yards to attain a 7. Over 50,000 person-times have been used, with a total of 3 million person-times.

(2) there is a large stock of universality users and a wide range of investment and consumption market.

In 2017, the silver bridge network for the data statistics, the urban rail transit and public transport in 2017, 26.1 billion and 228.5 billion respectively, the country about 400 million visitors a day use of urban public transport system. It also has the characteristics of "one pot".

Side is the geographical dispersion, include mainly the traditional brush calorie of consumption and cash the 1234 cities, on the other side is the focus of the crowd, age cover the various stages, such as children, the elderly, adult wisdom travel consumer market prospect.

According to industry forecasts, intelligent transportation industry market size by 2020 will exceed 100 billion yuan, from the point of customer consumption path in the field of finance, once travel concept and consumption concept transformation, wisdom travel covered market size is very surprising.

2. "tang's monk meat" is not so easy to eat, a big disadvantage or make "match hand" put into the water.

The causes of this phenomenon lies in the fact that travel to engage in public areas "mobile payment" sweep code port is not the only, pay treasure, WeChat, suning payments or unionpay, such as mobile NFC function can support. The multi-code fusion technology shows the intention of the government. Public resources are not inclined to one mutual fund enterprise, but provide a fair competition space for enterprises with payment technology.

At the same time, this approach also means that the user had enough to choose, based on the limited space of mobile terminal and travel limited software using the value of the scene, users will be more likely to regularly use the software and scene. Though the cake big and good, but the giant stoppered, strength less mutual gold enterprises without a wrist, its payment technology and drainage of the inputs is probably be forgotten for others, a capital channel.

2. Industry focus: the user stock will determine the ranking of the first stage.

It is clear that the mainstream mutual fund enterprises are divided into two categories in the smart travel scheme:

An original flow stock represented a dominant ali, tencent, the two companies in the way to promote travel sweep yards from the viewpoint of the simple sense of the customer product design, show the characteristic of a kind not urgent not slow.

Electricity sector leader ali on side B and C is difficult to shake the monopoly position, tencent as a social software, itself has the advantage in C end, so for them, to provide value-added services to retain existing traffic is objective, can network into the net. There is no need to overtilt resources in the field of intelligent public transportation. Users are more likely to use common software and scenarios, and in terms of the number of users they use, the two oligarchs are established in the first stage.

Another in user base has a comparative advantage of suning financial payment and baidu, although business users use quantity cannot compete with alipay, WeChat, however, in the share of public share resources, the user can exist between its overlapping, so the winner to judge another dimension, namely the absorption rate.

Compared with the ant gold suit and tencent, suning financial rapid spike "robber" logical strategy more honest and ground, its reduction, free activities to its benefits in the short term has a strong appeal to attract traffic; And compared with two oligarchs, suning financial attitude seems to be more serious, comprehensive travel area layout, linkage effect to build a car around the travel service tag, share a bike, a new energy car, bus, car, car owners services, intelligent parking, high-speed ETC to traffic, and many other scenarios will be able to use su ning, the "wisdom travel" has basically formed.

Table: the smart travel plan of the mainstream mutual fund enterprises.

Throughout baidu in the wisdom of public travel is intended to provide leading AI technology, financial rely on baidu baidu flow of the overall project, the cohesion of the track traffic channel didn't get through, baidu financial just belong to indirect beneficiaries, track traffic on its direct conversion rate is low; And travel in the transformation of public traffic service pratt &whitney financial direction, suning financial originally has a good financial payment system, on the science and technology "to open an account just 100 seconds, fastest to catch up with pay treasure" smooth payment experience also intangible added for its points, as a result, or have the possibility of overtaking "corner".

Third, the key point of the break: "marriage" C, the construction of "financial life circle" is the key dividend.

Crowded public transportation on the track, and gold business owners ambition is not stop at the "next drops", whether it's physical stores from offline online marriage gold, or gold enterprise online targeting offline, these gold companies are committed to each platform.

However, there is a common fault in the mutual fund enterprise, which is that the product homogenization is serious. Broken on the track of "hot, flat and crowded," problem, but bring enormous flow stock of two oligarchs, ali, tencent other gold enterprises to divide the wave flow each dividend, need serious on the scene and the user experience, is possible to take on two oligarchs flush.

Therefore, it is not just a race, wisdom travel just "matchmaker", the government built the track, the resource sharing is presented more create wisdom path, financial life circle is the "marriage" bonuses.

1. Technical drivers influence the senses, convenience and security are added points for experience.

Obviously, payment technology advantage to domestic several big giants are mutual gold, on the key points in the field of public travel for diversion, but does not represent a facade has a passenger flow, the passenger flow can bring consumption.

Factors involved in commercial building is undergoing subtle changes, from technology to launch peace "peace lines" and "safe mode" two new biometrics products to ants wholly acquired EyeVerify focused on eye recognition technology, the AI will boost the development of the commercial revolution led a advocating lifestyle of society.

All the financial technology giants can stand in the industry's tuyors and embrace AI and each has their own advantages, such as face payment, knowledge map, block chain finance, Internet of things and other black technologies become the leading role of each other.

Such as su ning in addition to the payment field to realize fast payment process simplified, such as risk control technology are also committed to the improvement and comprehensive promotion offline no one store, just in front of the store by suning financial APP binding faces and bank card, can brush a face into the shop; In addition to occupying the strategic commanding point of AI, baidu has also actively laid out a popular block chain, and the recently released "lez dog" is a better display of power.

2. Differentiated brand labels to create a new financial ecosystem.

Kevin kelly once asserted that future finance would evolve into a lifestyle. In terms of consumers, the products provided by each platform are not very different, so it is the difference of lifestyle that attracts the consumers to stop the platform.

Therefore, it is especially important to differentiate brand labels from the potential "curve overtaking" to truly becoming a track winner. At present, several major financial technology giants have their own characteristics in overall coordination, but their internal logic is converging:

(1) brand labeling in the travel area.

Baidu takes AI high-tech to lead, walk the sense technology brand route; Tencent and alibaba focus more on the specificity of service content and emphasize the added value of service. Suning financial is one of the largest the demand side, a few traffic in the big "public transportation first, comprehensive layout, through to the travel promotion channels, the formation of suning financial travel service brand, thus providing greater initiative to strengthen between the user and the viscosity.

(2) online and offline dual-scene support, black technology helps to create experience advantages.

Ali and Su Ningjun recognized the development trend of new retail + "new finance", use black technology layout through online "shop", perfection is convenient for consumers and trend of consumption experience. Suning financial group is a big advantage relying on to suny O2O mode for many years deep accumulation and last year Mr Ma yunfeng, $1 billion stake in Su Ningjin clothing again, suggests the fit on the concept of the two giants. On the basis of WeChat, social leader tencent has launched "WeChat pop-up store", striving to strike a spiritual resonance with users in the construction of lifestyle.

(3) under the characteristics of puhui, household wealth management label is dominant.

Financial and suning all belong to a rising star, baidu baidu financial guide provides a current financial service, baidu accelerate wisdom family layout, seems to have a tendency to move into household wealth management; From suning financial APP interface into, can be found on "travel" wisdom field in addition to payment technology itself has, the others are all partners, all show this as a strategic layout, cooperation that it was only one entrance, designed meaning is not here.

Suning financial big travel area layout, especially the public transportation characteristic of universality is obvious, so, or to predict vertical travel car is only part of the user service, su ning do household wealth is the ultimate goal of financial management platform, to build a new financial ecosystem integration of financial and life.

Wisdom travel on the track, rough netting ACTS alone does not capture the c-terminal heart for a long time, the detailed analysis of the c-terminal needs to show a better life in the future is the long term, so, really waiting for the C will be mutual gold giants ambition under a wave of "tag" bonuses.