Attention: 1.2 Billion Yuan Will Be Allocated To The Spring Festival Gala On New Year'S Eve

In the past 24 hours, there has been one important piece of news related to short video:

In the morning, the company began to offer shares quickly, with an over subscription of 196 times. Even though the customer service in the new group kept responding to the information, it was still unable to offset a large number of new players. "It's rare to strike a new fire to such an extent."

In the evening, shuoyin official announced that he would be the red envelope partner of the 2021 Spring Festival Gala, and would allocate 1.2 billion yuan on New Year's Eve.

Put the two pieces of news together, the market is looking forward to the "first stock of short video", and the expected partners of the Spring Festival Gala and the amount of coins have been paid off.

The Spring Festival edition is already online. In the cover of the latest IOS version, the amount of red packets coming to us is particularly eye-catching. During the whole Spring Festival, there are 2 billion Shuo Yin points. Interestingly, there are 100 million, 2.1 billion more quick hands, which is full of fighting.

Since 2015, wechat payment started to issue 500 million red packets at the Spring Festival Gala. In six years, the amount of red envelopes for Spring Festival Gala has increased by more than 140%. Large factories are willing to pay such a "premium", which naturally is the traffic value brought by the annual 1 billion viewing volume of the Spring Festival Gala.

Before the official announcement, shaking tone officially went online to pay for it. In addition to Buffeting each other's competition, the intention of * * is to copy the story of "sneak attack" of wechat red packets.

01 drive the ducks to the shelves

Pinduoduo's unexpected exit, the Spring Festival Gala red envelope "Hualuo" shaking sound. This result is not unexpected, short video is the most "eager" traffic platform, but also to undertake the Spring Festival Gala traffic the most appropriate scene. Fast hand has played once last year, and busy listing, Shuo Yin naturally became the chosen one.

Since there is a red envelope, it is inseparable from payment. The tremolo payment service, which was launched quietly on January 19, is in the spotlight.

With less than a month to go before the Spring Festival Gala, the temporary online shaking sound payment has a certain meaning of "catching the ducks on the shelves". But in fact, in August 2020, byte beat got the payment license through acquisition. The promotion and marketing of tremolo payment is not temporary, perhaps it is just ahead of schedule.

According to the enterprise survey data, in August last year, Wuhan Hezhong Yibao Technology Co., Ltd., the business entity of "Hezhong payment", was changed in industry and commerce, and Tianjin Tongrong e-commerce Co., Ltd. took over 100% shares. Tianjin Tongrong e-commerce Co., Ltd. is a wholly-owned subsidiary of Beijing Shibei Technology Co., Ltd. after equity penetration, Zhang Yiming, founder of byte jump, is the actual controller.

"E-commerce online" learned from the official information of Unicenter payment that its license and products cover payment, real-time settlement, mobile cash register, guaranteed payment, etc. The industry covers online shopping mall, e-commerce, digital entertainment, insurance industry, Internet finance, culture and education.

For bytes, this license plate means a big financial game, but judging from the development path of tremolo payment, all these are still groping ahead. Byte jitter people have previously disclosed to the media that the company has obtained payment license plate, but more for e-commerce services. At present, Shuo Yin has set up an e-commerce department, and Hangzhou is recruiting payment business personnel.

Especially after the sound of cooperation between tremolo and the red envelope of the Spring Festival Gala came out, there was a high-profile recruitment information on the Internet, but the payment itself has a strong sense of existence in the tremolo ecology.

Specifically, there are three payment scenarios in the tremolo. Live video reward, purchase Dou + and e-commerce live broadcast.

In the first two scenarios, the payment channel is still a third party, such as Alipay and wechat. Only in the payment window of e-commerce scenario can you see the figure of tremolo payment, which is still in the fold.

In this red envelope activity of Spring Festival Gala, the presentation of shaking tone payment should be based on shaking tone wallet. After users grab the red envelope, they can withdraw cash or convert it again by binding * *. In fact, in the event of the year of wealth in China in 2020, Shuo Yin wallet made its debut for the first time. At that time, the red envelope was put into the user's wallet through the collection activity, and the user could bind the card to withdraw cash.

For more than a year, there was no sound volume in the tremolo wallet, which also shows that it is difficult to maintain the whole ecological closed loop only by red envelope without paying for the soil. This year, with the blessing of e-commerce carrying goods business, Shuo Yin wallet has a foundation for growth, but at the same time, two important issues have emerged: how to keep the users of the twitter payment, and how to link the red envelope of Spring Festival Gala with live e-commerce.

02 want to copy the success of Spring Festival Gala

At present, there is very limited information about how to play the red envelope in the Spring Festival Gala, which is only mentioned in the official propaganda. When watching the CCTV Spring Festival Gala, users can get the red envelope by opening the shaking tone operation according to the host's password. Shuo Yin, today's headlines, watermelon video will also live CCTV Spring Festival Gala.

In contrast, last year's "Watch Video + like" strategy was used to guide users to experience the short video ecology. In addition to setting a record of video likes in the history of the Spring Festival Gala, the actual retention effect is not good.

According to questmobile's data, the daily number of fast hands reached a peak of 282 million at CCTV Spring Festival Gala. However, after the Spring Festival Gala effect passed, it has declined significantly, and the growth of user retention rate is not high. On the contrary, after the highest dau of 339 million, the overall dau level has a substantial increase compared with that before.

From this point of view, tremolo is slightly better in terms of user retention, but the short video platform has obviously crossed the traffic contention period, and the retention capacity of dithin needs to be proved by a new method.

According to its prospectus, by November 2020, its monthly activity decreased from 484 million yuan in the first half of 2020 to 481 million yuan, and its operating loss expanded from 7.57 billion yuan in the first half of 2020 to 9.4 billion yuan, indicating that short video traffic has become more and more expensive. The monthly living statistics of trustdata, a third-party research organization, also showed that from October to December last year, the monthly living growth rate of Shuo Yin was 0.61% month on month, 2.41% month on month and 1.01% month on month respectively.

It is basically certain that the flow ceiling of short video has reached, and the match point has entered the battle of stock. Therefore, the retention and transformation of payment business is the theme of this year's Spring Festival Gala.

"The red envelope of the Spring Festival Gala should have a certain role in promoting the payment of tremolo, but the effect may not be as great as in previous years." Zhang Kai, an analyst in the financial industry, told e-commerce online.

In 2015, wechat issued 500 million red packets to promote wechat payment, and the number of users who tied up their cards increased to 200 million in one night, which was described by Ma Yun as a "sneak attack" war.

However, in Zhang Kai's opinion, as a social software, on the one hand, the number of users collected by wechat is extremely large, on the other hand, users have a high stickiness to the product itself. Short video platform is difficult to reach the height of wechat in terms of absolute user volume and user stickiness. In addition, its entertainment property lacks the scene of payment transaction. "The product itself determines the degree to which chattering is difficult to reach wechat."

Baidu's failure case is just around the corner. Baidu, as the right to interact with the red envelope of the 2019 Spring Festival Gala, got 120 million days of live that night. However, due to the lack of suitable commercial payment scenarios under its banner, these traffic flows were wasted.

According to the financial report, in the first quarter of 2019, including the marketing expenses of the Spring Festival Gala, Baidu's total sales, general and administrative expenses amounted to 6.1 billion yuan (about $902 million), a year-on-year increase of 93%. This is also Baidu's first quarterly loss report since its listing in 2005.

This also confirms that it is difficult to repeat the scene of wechat in those days, and it is even more difficult to rewrite the payment pattern based on this war.

The pattern of Alipay and wechat in the payment market actually comes from the laying of offline scenes and the layout of high-frequency rigid demand business such as life services, which is the fundamental reason for the establishment of "e-wallet". From this point of view, it is difficult to shake the pattern of the industry in the short term, but it is only limited to "short term".

In Zhang Kai's opinion, there are no strong technical barriers to the construction of some offline payment scenarios. For consumers and merchants, which platform to choose for payment is just the difference of channels. The main test here is the user's usage habits, basic payment product and service quality, offline promotion and merchant maintenance ability.

"The key is to see if you want to do this at the later stage of the tremolo."

Why do you have to push payment

From the practical level, tremolo payment is still for its own consideration.

The most direct demand is to reduce channel fees. Previously, Wang Xing put the issue of "handling charges" on the table in response to the cancellation of Alipay by meituan. As a content platform, no one is willing to make Gmv (platform turnover) through painstaking efforts from users. Just because they have a hand on the third-party payment platform, they are "middlemen who earn the price difference".

This year, the situation has become particularly urgent. With the development of live e-commerce, Shuo Yin and Kuai have become the e-commerce giant of 100 billion Gmv. Fast forward's prospectus shows that it has a Gmv of 109.6 billion in the first six months of 2020. According to the official announcement of shaking tone, in the first 11 months of 2020, the overall Gmv of Shuo Yin e-commerce will grow by 11 times. According to the statistics of a third party, the annual Gmv of Shuo Yin e-commerce is also at the level of 100 billion.

With such a large transaction volume, the platform naturally needs to consider the channel cost, but the greater purpose is to deposit and protect transaction data and information.

"Only with payment license can we see the flow of funds and the behavior of users. Only when these transaction data are used as the basis can we extend the subsequent product recommendation and transformation." Zhang Kai said.

In the three payment scenarios within the tremolo, the Doujia and live video rewards are completed with Dou + and TW coin, the data inflow is within the tremolo, and the live e-commerce is completed through the third-party payment, and the data is left outside. This also explains why tremolo payment is applicable to live e-commerce scenarios rather than all payment scenarios.

As the response given by the relevant person in charge of tremolo, "as a supplement to several major payment methods at present, tremolo payment can better serve users of tremolo". The word "supplement" is meaningful.

After all, compared with saving channel costs, it is more urgent to form transaction data precipitation.

The data can be precipitated, and the diversified financial product layout will come into being. For example, meituan's "meituan monthly payment" and Didi's "Didi's Didi's" drip loan "will have the opportunity to go online to provide personal credit services, borrow money to reward, and borrow money for consumption, which will become possible on the short video platform.

Moreover, short video platform has more natural advantages in realizing the transformation of financial products. For content platforms that know what users want to see and want, it is possible to provide Internet financial services to users more accurately, and realize efficient conversion by combining with diversified video content.

Especially when the exotic loan advertising has spread all over the content platform, it will be easier to "harvest" in person than the advertisers.

The precipitation of transaction data, in addition to the realization of internal product transformation, is also an important way to resist external risks. Under the storm of "Simba fake bird's nest" incident, the return rate and after-sales reputation of live e-commerce are facing a crisis of public opinion. In addition, the "soft spots" such as false traffic in the live room, false goods of the brand side, and fraud of pit fees by the live broadcast party by forging orders, live TV operators of short video platform are treading on thin ice to prevent the outflow of third-party data, and they are also putting on "protective clothing" for live broadcast e-commerce ”。

Match point brought by 04 payment

"Even if the transaction link is perfect, I'm not willing to shop on a short video platform. The most important thing is that I don't want to leave such private information as home address on such a platform." User Si Fan said to "e-commerce online".

In the final analysis, even though Shuo Yin and Kuaishou have completed the construction of e-commerce ecological closed-loop through the payment license plate, compared with the pure e-commerce platforms such as Taobao and Jingdong, the shopping mentality of users is still far from satisfactory. The significance of payment is to improve the business ecology rather than to play a decisive role.

However, in the PK war between Shuo Yin and Kuai Shou, payment business is the turning point for them to turn from competing for traffic growth to business competition. Compared with tremolo, the financial business of fast hand may be more "just needed", which is the most ideal space to support its growth point.

According to the data of the prospectus, the main income of fast hand at present is from live video reward (sales of virtual goods), online advertising marketing, e-commerce, online games and other businesses. As the core revenue segment of fast hand, live video reward has been declining year by year and replaced by e-commerce business.

But behind the 100 billion Gmv, the e-commerce business is not as good as the outside world thinks. In the first three quarters of 2020, the total revenue of express will reach 40.7 billion yuan, including 25.3 billion yuan of live broadcast revenue and 13.3 billion yuan of online marketing service revenue, and only 2 billion yuan of other services including e-commerce, online games, online knowledge sharing, etc.

This is due to its low e-commerce conversion rate. In the first half of 2020, the monetization rate of express is only 0.73%, which is derived from income / Gmv, which represents the liquidity of e-commerce.

Although the data of Shuo Yin has not been released, it can be predicted that its monetization rate is still lower than that of pure e-commerce platform. The improvement of payment link can make consumption data feed back to e-commerce business, but the growth space of financial products is needed by both tremor and fast hand.

Now it seems that tremolo is a little faster in the layout of financial products. After getting the license plate, Shuo Yin launched three self operated Products: self operated "reserve fund" for micro loan products, "rest assured flower" for cash loan products, and "Dou installment" for credit installment products. The action of fast hand is still at the level of "imagination". Last year, it registered a public account named "quick payment test", which has the functions of "withdrawal" and "recharge". Moreover, it has applied for the trademark of "old railway payment" by Beijing Dajia Internet Information Technology Co., Ltd.

The Spring Festival Gala red envelope can open the flow gate for chattering sound, but the final effect remains unknown. "The retention of payment users depends on the subsequent operation promotion and subsidy strength of the platform." Zhang Kai said.

Fast hand is about to enter the capital market and obtain capital assistance, which also gives it the confidence and ammunition to continue to subsidize.

The battle between quick hand and tremolo is just beginning.