Mobile payment giants such as Alipay and Tenpay have spread the war from the line to the offline.

On July 14, the reporter learned from relevant channels that after Qingdao, Alipay will give a free pos machine in Wuhan. This is not the first time that Alipay POS machines have appeared. In 2013, an "Alipay POS machine suspension event" was raging.

On July 16, Chen Lin, the person in charge of the operation center of Alipay Hubei, told the reporter that Alipay POS machine cooperated with Alipay 9.0 version, and will transform the “Internet +” of traditional industries through big data marketing and open interface.

"The reason why Alipay POS machine can come back, in addition to UnionPay's 12-year situation in the Chinese clearing market was broken, it is also inseparable from the industry." Many industry insiders interviewed said that mobile payment has become an industry. Trends, the environment for third-party payments will become more and more accommodative.

However, some insiders expressed concern that “from the online payment of the Big Mac to the offline payment giant, Alipay still has a long way to go. Although there are hundreds of millions of active users, after all, Alipay enters a UnionPay. I have been deeply involved in the market for 12 years."

Alipay POS machine "return" after a lapse of two years

After a lapse of two years, Alipay POS machines have returned to the rivers and lakes.

On July 14, the reporter learned that Alipay is about to pay a large amount of free POS machines in the Wuhan area, mainly facing the offline stores of the catering industry and non-staple food department stores.

In fact, this is just the comeback of Alipay POS. In 2013, Alipay launched the Alipay POS machine for the e-commerce offline acquiring market. The business scope covers e-commerce logistics, airline hotels, online life services and other fields.

However, on August 27, 2013, Alipay closed all offline POS machines nationwide, including thousands of Wuhan. For this move, Alipay explained on its official Weibo that “due to well-known reasons”, the industry believes that Alipay is pointing its finger at UnionPay.

Although Alipay stopped using the offline POS machine at the time, it did not mean that Alipay stopped expanding to the offline. Alipay has covered a lot of offline life scenes such as restaurants, supermarkets, convenience stores, hospitals, taxis, special cars, etc. in more than 130,000 offline catering and supermarket stores, more than 200 hospitals and dozens of With 10,000 taxis, users can pay with Alipay via smart phones, and “flash payment” and “pay-as-you-go” are becoming more popular.

On June 28th, 2015, it was the second “Alipay Day”. The merchants who participated in the “Alipay Day” event in June covered almost all the mainstream brands in the Shangchao field, including China Resources Vanguard, Carrefour, Watsons, 7-11, etc. Covering more than 20 provinces and cities such as Beijing, Shanghai, Guangdong, Tianjin and Hebei.

It is worth mentioning that Wuhan is not the first city in Alipay's free POS strategy. On June 2, Alipay's city authorized service provider in Qingdao, Shandong Zerong Information Technology Co., Ltd., and the Qingdao Food and Beverage Association jointly held an analysis meeting on the “Acquisition Process of Enterprise Alipay Lines”. At the meeting, Alipay was free to Qingdao. All catering companies install POS machines.

Chen Lin told reporters that the reason why Alipay regards Wuhan as the second pilot city is entirely determined by data. In 2014, “Double 12”, Alipay cooperated with 20,000 stores nationwide to carry out discount sales, organized an offline “Double 11”, and achieved 4.04 million transactions on the same day, of which Wuhan ranked second.

Although Alipay has given a generous offer, in fact, there are still many difficulties to be solved in the Alipay POS machine.

Ms. Yan, the owner of Runliang Supermarket in Wuhan, told the reporter that the annual fee for UnionPay POS is 300 yuan, but the flow rate can be discussed. The store has a wholesale rate of 0.5%; if it is an ordinary retail store, the running rate is 0.8%; sometimes the running rate has become the weight of the storage, UnionPay staff told her, "If once With a deposit of 100,000 yuan, the flow rate will drop to 0.2%."

In contrast, Alipay's fees do not have much competitive advantage.

In addition, in terms of payment security, Wuhan Shengqin Fengyi Banquet Hotel Finance Department responded to reporters, saying that Alipay POS machines will not be considered for the time being, because "UnionPay is recognized by the public, Alipay remains to be seen."

Alipay is preparing to enter the offline line, starting in March 2012. At that time, Alipay launched a logistics POS payment plan, and announced that it will invest 500 million yuan in offline financial payments for the next three years to support the development of payment systems for e-commerce cash on delivery.

At that time, Fan Zhiming, vice president of Alipay, said that this investment will help most e-commerce upgrade the cash on delivery system. Alipay invested 30,000 Alipay POS terminals in the e-commerce cash on delivery market, basically achieving full coverage of first- and second-tier cities.

On December 19, 2012, UnionPay issued the “Circular on Standardizing Cooperation with UnionPay Cards of Non-financial Payment Institutions”, calling on member banks to clean up and rectify the open interfaces of third-party payment companies. UnionPay hopes to “all the third-party payment markets”. Zhaoan" to its own.

The intention of UnionPay is to require non-Gold institutions to access the UnionPay network and disconnect from the bank. In other words, non-gold institutions, whether it is online payment or offline receipt business, must be carried out through the UnionPay channel.

Subsequently, the Alipay POS machine was deactivated. For this storm, both Alipay and UnionPay have been stunned. Alipay’s director of public relations Zhu Jian believes that the POS machine was “inconsistent with the overall development of Alipay”, and UnionPay directly rejected the reporter’s interview.

However, this did not prevent the development of mobile payment. The number of users of Alipay wallet and WeChat payment, the frequency of use and the number of scenes began to increase. According to data provided by iResearch, the scale of China's third-party mobile payment market increased by 707% in 2013 and by 391.3% in 2014.

Although there have been some minor episodes in this process, for example, in March of this year, the scan code payment was suddenly stopped by the central bank. At that time, the central bank explained that there was a security risk in offline barcode payment.

On December 12, 2014, Alipay entered the offline offline acquiring business through offline subsidies. Through the offline marketing of Alipay, Ali Group officially declared war on UnionPay, the overlord of offline acquiring business.

If the previous rounds were "dark wars" or "speaking out of the air", then this time Ali's assault attack made UnionPay somewhat unprepared.

In fact, UnionPay has already felt the crisis. Up to now, the central bank has approved a total of 270 third-party payment institutions in eight batches. The top ranked among these third-party payment institutions have tried to bypass UnionPay for transfer settlement, so that the transaction volume of China UnionPay is very diverted. obvious.

Some media have reported that the new president of UnionPay has reached a preliminary conclusion: Since the days of "monopoly" have come to an end, China UnionPay should become an open platform and a third-party payment institution to build an industrial chain. The two sides are not "opponents."

At this point, the relationship between UnionPay and third-party payment institutions such as Alipay and WeChat payment has begun to ease.

However, the central bank stipulates that from June 1, 2015, eligible institutions can apply for “bank card clearing business license” and engage in bank card clearing in China. This means that a 12-year-old situation in China's liquidation market has been broken, and China UnionPay will bid farewell to the era of monopoly. This seems to be the right place for analysts to pay for third-party payments.

On the second day, Qingdao began to issue POS machines for free, and Alipay began the promotion of offline terminals.

Even so, in the view of Wu Chengyu, a postdoctoral fellow at the Institute of Finance of the Chinese Academy of Social Sciences, "it is not possible to determine the complete resolution of the contradiction between Alipay and UnionPay. Alipay and UnionPay are still likely to reach certain agreements."

After all, there are live examples ahead. In July 2013, the People's Bank of China issued the “Measures for the Management of Bank Card Collection Business”. The method stipulates that in the online acquiring business, the third-party payment institution can bypass China UnionPay and directly connect with the bank.

Although the policy was positive, the subsequent investigation and punishment were strengthened. Shanghai Bank, which is “directly connected” with third-party payment institutions, was fined 4 million yuan. In addition, the third-party payment agencies also included fine money and remittances.

This time, Alipay seems to be interested in avoiding risks.

When talking about the policy risks, Chen Lin said, "Alipay is now on par with UnionPay, and there is no strong disadvantage."

However, it is quite controversial that Alipay headquarters does not admit that it is free to issue POS machines. Zhu Jian told reporters that "Alipay is an open platform, Alipay allows partners to develop payment terminals based on Alipay's payment function."

Chen Lin confirmed to the reporter that the Alipay Hubei Operation Center is not a subsidiary of Alipay in Hubei, but an operating company established by Alipay and a local company.

Invade the offline Alipay "dark battle" UnionPay

Alipay ambition to pay tens of billions to pay for cakes

The office of Alipay Hubei Operation Center is located in an old office building surrounded by Foot Bath City and Xiao Hotel in Hanyang District, Wuhan. With the news of Alipay’s free POS machine, the company’s move to the new office building is not bad. go.

In Chen Lin's view, Alipay is so obsessed with offline POS machines, mainly to compete for offline entrances, and also because of the natural demand for traffic realization.

In 2014, the amount of Alipay transactions was close to 4 trillion, accounting for about one-sixth of China's overall social consumption. This shows that there is still room for improvement. In addition, in the field of Internet payment, Alipay does not have the absolute advantage of mobile payment. Alipay also felt the crisis, especially in the ever-changing mobile Internet era, so it participated in the POS machine game expansion channel.

Alipay has accumulated hundreds of millions of active users through the “safe financial DNA” formed by Taobao and Tmall. “Once the traffic starts to flow, it will be amazing.”

In addition, this is also related to the POS machine as the most important financial transaction terminal. According to the data of the central bank, as of the end of the fourth quarter of 2014, there were 1.234 million connected merchants in the bank card interbank payment system, 15.935 million connected POS machines, and 614,900 ATM machines. This set of data shows us that the number of POS machines in the current domestic financial transaction terminal equipment is the largest.

Not only that, the central bank's data shows that the country holds 3.64 bank cards per capita, and the number of bank cards corresponding to each POS machine is 310. And in the fourth quarter of 2014, a total of 17.046 billion bank card transactions occurred nationwide, amounting to 117.15 trillion yuan.

Zhu Jian told reporters that Alipay POS machine's biggest change to the traditional industry is to use big data for precision marketing, rather than simply understand it as a payment terminal.

If the traditional era "no planning, no marketing", then the mobile Internet era is "no data, no marketing."

Chen Lin once asked the person in charge of Wuhan Blue Sky Hotel a few questions: Do you know who is going to spend your hotel in the age group? Do you know who is coming to your hotel to eat seafood? You know your hotel's " Big customers, "Will you have a birthday?"

Alipay's Alipay will use this data to customize accurate marketing strategies. For example, if a customer celebrates his birthday, send him a favorite dish. “The value of the dish itself is small, but the value of satisfaction brought by 'exceeding expectations’ is great.”

Today, Blue Sky Hotel has become an important partner of Alipay Hubei Operations Center. In Chen Lin's view, the "Internet +" of the traditional industry, Alipay can act as this "+".

In addition, Alipay POS machine with Alipay 9.0 version, to some extent, the original "Internet +" form of the traditional industry, especially in online ordering, group purchase, LBS services.

In fact, the new version of Alipay’s “merchant” level entrance is equivalent to embedding a US group or public comment in Alipay, but Alipay’s intrusion into these industries is not as deep as the US group and the public, just as a display and discount platform, payment The platform, unlike the US group and the public comment, is doing the wholesale business, the idea of ​​the billing period.

Data as of the fourth quarter of 2014

Alipay

The total payment amount of Alipay is 623 billion US dollars, which is about 387.2 billion yuan. According to 365 days a year, the average daily payment is 10.6 billion yuan.

POS machine

Each person holds 3.64 bank cards, and the number of bank cards corresponding to each POS machine is 310.

A total of 17.046 billion bank card transactions occurred nationwide, amounting to 117.15 trillion yuan.

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