Just as WeChat "small program" developers are still screaming, and when it is foggy, Alipay has also entered the battlefield.
Recently, a number of Internet industry practitioners have revealed to Titanium media reporters that relevant staff members of Alipay have contacted them to discuss the development of “small programsâ€.
“Alipay probably found us at the beginning of January this year. They have basically completed the development documentation and want to invite us to participate in the beta of the small program.†An O2O practitioner told Titan Media.
Previously, the Titanium media in-depth report "small program "stunning" debut, entrepreneurs' arrogance and myths" detailed records of developers' cravings, incitement and confusion on WeChat small programs.
The Titanium media reporter also asked the Alibaba Group's public relations and Ant Financial Service public relations department for the first time. Alibaba's public relations staff said that they did not know it. The ant Jinfu public relations personnel did not respond before the titanium media reporter issued the manuscript.
From the relevant development materials obtained by the titanium media reporters, Alipay’s platform for developers is also named “small programâ€. According to a senior trademark lawyer explaining to the titanium media reporter, from the name "small program", because "program" is a generic term, and "small" itself is not unique, it is difficult for any company to apply for a "small program" trademark. The adoption of the Trademark Authority means that any company can do its own "small program" platform. The Titanium media reporters inquired from the National Trademark Office system, there is no record of the attribution of the "small program" trademark. I don't know if the Zhang Xiaolong team has carefully studied the relevant Trademark Law before, and at this moment, there will be some unrest in the heart.
Alipay applet developer tool page screenshot
Alipay’s move is not surprising. From the initial prototype of the WeChat applet to the official release, in just one year, its developer platform has accumulated more than 200,000 developers.
After the WeChat open small program entrance on January 9, thousands of small programs have been put into use. More importantly, WeChat uses the “sweep†call method to put the potential of the small program offline, Tencent “connected†The ambition of "online and offline" has become clear, and this is exactly what Alipay has to do.
Although WeChat does not establish an “app community†for small programs, there are already many third-party platforms that have set up a variety of “small program storesâ€.
Therefore, Alipay, which is backed by Alibaba Group and has the most offline scenes, has naturally become an excellent placement for “small programsâ€. In addition, Alipay’s own powerful tool attributes are also in line with Zhang Xiaolong’s “use it right awayâ€. The small program applies the standard, and Alibaba's own e-commerce, O2O and other genes can make the small program online leisure promotion without any worries.
However, the lack of Alipay's small program is WeChat's huge user base and social use stickiness. Based on these two points, Alipay, as a latecomer, intends to exert strength from three dimensions.
1. Make the development system more "open"
The developer page about Alipay "small program" has also flowed out. According to the existing screenshots, the Alipay applet belongs to the Ant Financial Service. Although the development system is brand new and closed, it still uses the traditional front end. Development Technology.
Alipay applet developer tool page screenshot
Unlike WeChat, which provides developers with specialized development tools, Alipay does not currently provide tools for developers. The development framework uses Html 5 jsAPI. The opening method will also use the QR code to "sweep" and allow Enterprises develop with their own text editors, which may break the limitations of WeChat applet memory of 1 MB and up to 5 page levels.
On the surface, Alipay applet gives developers more space and more functions to carry, but in fact, compared with WeChat for one year, for small programs to build models, tools, rules, the current Alipay applet The "openness" is still caused by the "catch-up" in terms of platform specifications and technical perfection. Presumably, this is also the direction that Alipay is stepping up.
“The Alipay team hasn’t figured out a lot of things right now.†Several practitioners who have contacted Alipay’s personnel have said to Titan Media reporters, “Even in December last year, Alipay was still considering whether to play games. Applets."
Although the opening of the WeChat applet has come to the forefront, the launch of the Alipay applet has become imminent, but since Alipay has already fallen in the “life circleâ€, the Alipay team will definitely not risk the small program to encourage it. Therefore, the complete face of the Alipay applet in the developer link, we may have to wait a while to see.
2, Alipay to do traffic distribution, more focus on the "tools" attribute
"We are now in contact. The biggest difference between Alipay and WeChat is that Alipay will do traffic distribution." An Internet practitioner who was in contact with the Alipay applet told Titan Media.
How to distribute traffic? The industry insiders said that the current idea of ​​Alipay's small program is to set up a small program collection platform similar to "application recommendation", but the specific presentation form and ranking mechanism is still in discussion and discussion.
However, a person familiar with the matter also told Titan Media reporter that Alipay will definitely not be a standard “app store†for the simple reason that it would violate the ecological benefits of large platforms such as iOS and Android.
However, there are many ways to distribute traffic. Even if Alipay opens several channel pages for its own small programs according to categories, or according to the user's sesame credit and usage habits, such as personalized tag recommendation applets, it can be developed on its platform. The traffic is very high, even if Alipay does not have the intention of diverting itself, but the result is the same as opening a "small program store."
However, the mechanism recommended by this application is also in line with Alipay's own product positioning. Compared with WeChat, Alipay's open scene is more focused on the "Tools" property (payment), and the function settings that can be connected to each other and jumped to each other can maximize the function of the tool.
At that time, Alipay will become a "big toolkit", and there are more "small tools" for scenes, functions, and services that can be turned into small programs into Alipay. Compared with the WeChat applet, which is currently full of dazzling but slightly messy, perhaps the focus of the Alipay applet can add some chips to its competition with WeChat.
3, quickly grab the line! Alipay wants to hold the offline main position with a small program
For Alipay, since there is no social development on WeChat online, it is even more important to focus on the offline. Whether it is Alibaba's own word of mouth, Yintai Department Store, or Ali's Suning Tesco, hungry, easy fruit, the offline scene is already a familiar battlefield for Alipay.
One developer summed up the ambitions of Alipay's small program: "Alipay is fully aware of the value of offline entry, their small program is trying to channel traffic to others, and WeChat is sucking offline traffic into their pockets."
Although WeChat Pay used to break through Alipay's territory with “Spring Festival Red Packetsâ€, Alipay still holds the leading position in offline payment share in restaurants, shopping malls, hotels and even overseas popular tourist destinations. According to the data analysis agency in October last year According to the ranking of China's third-party payment mobile payment market in the second quarter of 2016, Alipay ranked first with 55.4% market share, and TenPay (WeChat payment, QQ wallet) ranked 32.1% at market share. second. The day before yesterday, Titanium media reporters said that according to an annual forecast of growth trends, the share of WeChat payment in 2017 may exceed Alipay.
The offline payment scenario is already a must for the giants. Once the Alipay applet is officially launched, the "warfire" will continue to spread to the offline.
The pressure and motivation of Alipay's advantage under the line can be imagined.
"Alibaba's expansion capabilities under the online (two-dimensional code) is better than WeChat, Alipay is doing its own team, WeChat is more dependent on service providers." A person in charge of the catering industry told Titan Media.
And the payment opening of online merchants, Alipay's opening rate is also greater than WeChat payment. The reason is that although merchants have to pay a certain rate to Alipay and WeChat, Alipay often gives merchants different discounts and preferential activities, which enhances the merchants' willingness to cooperate and the use of stickiness.
In addition to competing for merchants, in the verification of Titanium media reporters for related companies, it was found that most of the companies associated with Tencent were unaware of the Alipay applet. Reminiscent of the invisible boycott of the "Alibaba" company on WeChat applet, it can be guessed that Alipay's small program will also "force" developers to stand in line, especially those with direct investment relationship with Tencent, and perhaps will not be able to pay for the small program.
It can be seen that once Alipay's small program is officially launched, this battlefield about the giants' battle will be launched offline. However, the criteria for testing the two parties' small programs are not only the ecological rules set on the developer side, but also based on the user usage scenarios, especially the mining and deepening of the offline scenes. After all, the ideal of "connecting everything" is beautiful, but whether it is Tencent. Or Alibaba, still just embarked on the first step to achieve the goal. (This article exclusive first titanium media, reporter Su Jianxun)
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