The recent Tencent credit score began to be tested for grayscale, which has attracted quite a lot of attention.
In fact, Tencent has long been open to the outside world, and the launch time is the same as Sesame Credit. It is also 2015.
Only when Tencent only launched the Xinzheng report, the content that can be queried is also relatively limited. It gives a rough index of the current credit better and worse, as well as the current number of users over the ranking, compared to the sesame credit is indeed a bad one It is normal for large cuts to not cause any media attention.
But the question is, why did this grayscale test cause a lot of attention?
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At present, no one can ignore the ability to pay WeChat. WeChat Payment was launched in 2013 and did not enter Alibaba's eyes. After all, the accumulation of more than ten years could not be surpassed. However, in fact, it was only after the Spring Festival of 2015 that it was only captured with the WeChat red envelope. 200 million people bound bank card data.
In addition, in the offline payment field, WeChat is also tying up with Ali in a short period of time to form a two-strong hegemony last year.
However, one of Weixin’s only regrets is the lack of Xinzheng data. After all, Weixin’s development time is far worse than that of Ali. Its effective transaction data only comes from offline and some third-party companies, such as JD.com and US. With a powerful online e-commerce platform, the data of massive users can be the source of their information.
The Tencent credit score launched at that time opened more imagination space for the outside world. A number of analysts commented that Tencent's letter will also be developed in the future without deposits, such as deposit-free hotels and deposit-free leases.
This is also due to the expansion of the previous ant gold suit, resulting in more people will be Tencent credit points on the line as a follow-up to Ali's footsteps.
However, it seems to me that Tencent's introduction of credits is in part a copy of Ali, but in essence it is not entirely in the footsteps of Tencent's own strategy.
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The problem lies in Tencent’s credit behavior itself. For Tencent, currently collected user data has been able to build user portraits in Tencent and provide users with lending (micro-lending), but why? Want to be open and open to the outside world?
Therefore, to return to the nature of the letter, the essence is not to develop a deposit-free rental economy. This is just a habit for users to develop strategies and public speaking skills. The essence of finance is to use money to make money. Banks introduce credit cards to make money. The interest rate for Alibaba and Tencent is also the same. The launch of consumer loans through Xinzheng is the core of profitability.
Currently, Tencent already has the ability of credit, and its introduction of a similar spending mechanism, so that users can achieve just one step, but here we need to consider whether Tencent has the ability to meet consumer spending scenarios.
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In the consumer scene, because it is tied with Alipay online and access to a large number of merchants, so for WeChat, it has a strong offline trading scene, this point need not be questioned.
There is no need to say much about offline advantages, but Tencent does not appear to have mastered the online trading scenarios that are its own strengths. Its main online transactions come from third-party platforms it works with and transfers between users.
However, it can be foreseen that merely taking down offline transactions will certainly not be Tencent's ambitions, and it will inevitably want to develop a scenario platform that belongs to its own transactions.
Therefore, to look at the applet from this perspective, it may be necessary as a key hub for WeChat e-commerce. The public number previously connected to the micro-store is currently gradually accessing the applet, and many of the previous service number functions have already been implemented. Moved into the small program, in addition there are more new small program e-commerce is emerging.
Taobao is essentially a search e-commerce provider. It establishes a set of centralized transaction rules. From search to big data recommendation, all of its logic is based on user search request data.
The WeChat E-Commerce is a decentralized platform, which means that users do not define it as a search platform and use search to purchase the products they want, but users will talk to friends, WeChat groups, and friends. It focuses on certain KOLs, certain products, and forms conversions.
This kind of decentralized e-commerce prototype is not new. As early as in 2013, Ali was extremely frightened. He will go and deal with WeChat as a business unit, but eventually found that WeChat cannot pose a threat. So breathed a sigh of relief.
However, this wave of small programs may make a comeback.
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It is just worth pointing out that the micro-channel applet is absolutely impossible to replace Taobao. Many commodities require standardized pre-sales and after-sales services, as well as the corresponding user evaluation reference system, which is just what users need to buy.
In my opinion, the entry of small programs into e-commerce should be another logic.
1) Lightweight market with KOL as a link, such as knowledge payment platform, live broadcast platform, etc., can achieve a wave of harvest. The previous service number H5 function can be achieved, but it will affect the user's WeChat Using the experience, when users listen to certain courses in H5, they are likely to be interrupted by WeChat messages. The small program not only solves these basic problems, but also brings the entire experience to a higher level.
2) The entity e-commerce exchange market, which is connected to the public KOL, after Tencent’s opening restrictions were dead, and the applets are becoming more and more open. Unlike the original H5 e-commerce, the applet has the ability to open more The relationship chain link penetrates into more other public numbers, groups, and people to form a larger-scale participation and radiation.
3) The e-commerce transactions guaranteed by the endorsements of the major e-commerce platform endorsements, such as JD.com, U.S. takeaways, public comments, and Djichu.com, etc., have access to small programs with well-known and standardized management processes, and their experience with Taobao. Comparable. Previously, users had become accustomed to entering from the “wallet†of the Jiugongge entrance, and will inevitably be accustomed to entering the program.
The online transaction of the applet e-commerce mainly revolves around two things. The first is to use a third-party force to complete the competition with Ali's search centering transaction. The second is to use KOL ties and acquaintance ties to harvest this part of the potential. The lighter to heavy e-commerce market is also a market that Taobao cannot reach at all.
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Lastly, let's talk about the publicity of WeChat's credit. It reflects that WeChat is confident that based on this letter, it can provide more consumer scenes that can build a letter, except that the offline scene is already tied with Alipay. It will provide more services online.
Previously, a large number of third-party H5s have already helped WeChat verify the feasibility of e-commerce transactions. What the small programs are doing is to enhance, optimize, conduct larger-scale social penetration and radiation based on the original experience. .
Behind the launch of Tencent Credit Ratings, perhaps the beginning of the small program e-commerce.
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