There is no doubt that O2O is one of the hottest keywords in the Internet industry this year. As the last node of the O2O closed loop, mobile payment has naturally become the home battle of BAT. Deep money for many years, Alipay and the opening of WeChat payment, in the field of taxis, the other one in BAT - Baidu has been carefully planning the layout, with Baidu wallet as the core, brewing a long-awaited mobile payment The war, subverting the current BAT battle.
And Tencent in the ace product WeChat, click "my bank card", and then form the logic of WeChat payment, Baidu also put the Baidu wallet's entrance in Baidu's most heavy-weight App - mobile phone Baidu. Obviously, both Tencent and Baidu hope to build consumer scenes with their platform-level and killer-level applications, effectively connect users and merchants, and finally open the entire O2O closed loop through the core node of “paymentâ€.
Naturally, the user level does not have to say that whether it is Tencent, Ali or Baidu, the core products have hundreds of millions of users, the key is the competition for the business. The current news is that Baidu Wallet will invest hundreds of millions of yuan in the near future to launch a series of large-scale recruitment actions for merchants. Although Baidu is strictly confidential in its specific measures, it has fully exerted its research spirit and has heard a lot of exciting dry goods for the majority of businesses in advance. Compared to Tencent and Ali, Baidu Wallet's two trump cards are: the lowest rate or even the zero rate + massive traffic. These two points are undoubtedly the most valued by every business who wants to take advantage of the mobile Internet and O2O.
According to public information, the merchants want to settle in the third-party payment platform, the rate that needs to be paid is as follows: the mobile phone rate for traditional POS machines is usually between 1% and 3%; for merchants that access WeChat payment, 2 is charged. The 10,000 deposit will also be charged a 0.6% payment rate; Alipay's payment rate is between 0.7% and 1.2%. This time, Baidu Wallet is said to be free on the PC channel, and the lowest in the industry on the mobile channel!
For comparison purposes, the following is a rate comparison table, as follows:
It can be seen that the Baidu wallet has attracted merchants to play the lowest rate, which is intended to compete with Alipay and WeChat payment for merchants. At present, the minimum mobile rate is from WeChat payment, which is 0.6. It is reported that the offer given by Baidu wallet mobile terminal is 8.8 fold of the lowest rate of the whole network. Based on WeChat's current 0.6 rate, Baidu Wallet is 0.528.
Here, you can simply calculate the account for the business, taking a store with a monthly flow of 500,000 as an example, the flow of water is 6 million a year. If you use POS as the payment method according to the highest rate, the annual pipeline fee can reach up to 180,000, and WeChat payment and Alipay are as high as 120,000 and 72,000 respectively. On the contrary, if the Baidu wallet goes through the PC channel, the cost is 0; and if you move the channel, it will be much less than other payment methods.
180,000 a year, equivalent to saving four or five shopping guides for the business. Counting this, I have to say that this time, the mother is extremely loved by the majority of businesses.
However, for businesses, not only must be able to save money, but also be able to make money. In an era when traffic is almost equal to money, Baidu Wallet is also ready for the merchants – massive and accurate traffic.
Although the total number of users is similar to that of mobile phone Baidu, for merchants, they need accurate traffic. Compared with the closed backstage and limited display position, Baidu wallet's imagination is that it can not only use the advantages of big data to discover the user's needs for merchants, but also use search and light applications to accurately connect with consumers in need.
First of all, with the massive data accumulated by search and leading big data analysis capabilities, Baidu can portray a large number of users, so that each merchant can accurately capture and target the target user group, matching the user needs to customize product services. This is like, whether it is mobile phone Taobao or WeChat, businesses can only see a lot of tourists, but do not know who is their own customers; but in the mobile phone Baidu, businesses can easily find their own customer base.
More importantly, through Baidu search and light application "search and use" mode, Baidu can use its strong entry position to introduce a large number of accurate access traffic for merchants, greatly improving the exposure of merchant brands and products. For example, if a user searches for "dress" on the mobile phone Baidu, the light application provided by the Baidu wallet merchant related to such demand will be highlighted, and the user can quickly complete the browsing, selection and ordering on the Baidu platform. , the entire process of payment purchase.
The majority of merchants should not underestimate the "key promotion", we must know that the effect of regular cooperation with Baidu light application is astounding: when the Golden Week last year, the scenic spots, where to go, a piece to go and the honeycomb The traffic growth rate was 145%, 119%, 92%, and 83% respectively; the wheel inspection violations and Baidu's cooperation on the light application, attracted only 100,000 users to check violations in just 4 days. If the cooperation and key highlights are introduced, it is conceivable that the light application display of the merchants will achieve rapid growth, and the strong purchasing power of the target users behind this precise traffic will promote the rapid improvement of the sales performance of the merchants.
It can be revealed that under the promotion of two major advantages, Baidu Wallet has signed hundreds of key merchants online, covering clothing, catering, stores, entertainment and other fields.
"We don't have so much burden. We can actually reinvent many traditional industries and do it again using the Internet. So I think the Internet is an opportunity given to China by the Internet, and the Internet will make China stronger." At the recent CPPCC press conference, Li Yanhong expressed his confidence in the future of traditional industries.
At the end of 2013, Baidu Wealth continued to attract users and funds through its high rate of return, effectively promoting the construction of Baidu's account system; Baidu has built a rich and diverse application scenario through Baidu map, Baidu 糯米, Baidu light application, etc. Now Baidu wallet has pushed the mobile payment with the lowest rate and the largest traffic entrance. It can be seen that Baidu is realizing the whole ecological closed loop in the whole O2O planning layout. Undoubtedly a big move that is difficult to catch.
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