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BAT depth layout
Mobile payments occupy most of the takeaway scenes
Mobile payments have become the most commonly used payment instruments in addition to bank cards and cash. The DCCI report shows that by 2017, the scale of China Mobile payment users is expected to be close to 400 million, an increase of about 80% compared with last year. In 2014, China's catering O2O take-away market exceeded 160 billion, accounting for 5.8% of the overall catering consumption. By 2017, this proportion is expected to reach 9%, and the overall size of the take-away market will exceed 300 billion.
According to the survey data, in the take-away scenario, 73.1% of users use online payment when they choose the payment method. On the payment terminal, the mobile terminal has also won the PC, accounting for 91.7%. Among them, Alipay, WeChat payment, Baidu wallet and other third-party payment tools have accounted for 86.9% of the most commonly used mobile payment tools for take-out users, becoming the absolute leader of the market.
Alipay, WeChat payment, Baidu wallet
Become the third-party payment tool with the highest user coverage
The DCCI report shows that in the take-away scenario, Alipay, WeChat payment, and Baidu wallet become the third-party payment tools with the highest user coverage. In the future, the usage rate of WeChat payment and Baidu wallet will increase by more than 7%. The penetration rate of WeChat payment and Baidu wallet will increase significantly in the future. Moreover, the frequency of use of the three mobile payment tool users is mainly 2 to 4 times per week.
The strong engine of mobile payment development lies in the consumer service scene, and take-out is an important scene of mobile payment. At present, the three giants of BAT (Baidu, Ali, Tencent) have been gathered. Baidu take-out, word-of-mouth take-out (selling point), hungry, etc. The first camp of food and beverage take-out has opened up the gap with the second camp, the scale advantage is increasingly obvious.
The report shows that the main reasons for users to use mobile payment tools are convenient payment, enjoyment of preferences, usage habits, security, etc. Overall, Alipay has advantages in convenience and usage habits, while Baidu wallet is more competitive and safe. To stand out. It is worth mentioning that, because the group purchase and take-out websites account for 76% of the entire take-out order method, according to the user's payment habits, the merchant recommended payment tools are generally preferred, so the advantage of Baidu wallet is most obvious. According to reports, Baidu glutinous rice, Baidu take-out and other group purchase take-away websites are the main user portals. Baidu wallets can borrow Baidu products such as Baidu glutinous rice, Baidu take-out, Baidu map, etc. to give priority to the entrance. With strong import advantages, Baidu wallet is moving. The top three positions in the payment field have been further consolidated and growing rapidly.
BAT payment layout is three-legged
Alipay WeChat pays Baidu wallet each has its own advantages
The report shows that Alipay, WeChat payment, and Baidu wallet's mobile payment user attributes have their own characteristics. Alipay users are mostly petty bourgeoisie groups. WeChat pays mainly for social elites, and Baidu wallets have more white-collar users. The main users of the three also have their own geographical distribution. WeChat payment is relatively more used in first-tier cities, and Alipay and Baidu wallets are more popular among second-tier cities.
The report also analyzes the distribution of users of the three major third-party mobile payment tools in the job category. Traditional industry practitioners, school students, and Internet company practitioners are the main users of mobile payments. Among them, Baidu wallet has a high usage rate among high-end white-collar users, which has a lot to do with the expansion of Baidu take-out in white-collar workers. The report also shows that take-away users are more focused on technological innovation for future mobile payments, hoping to experience new payment methods such as face brushing and fingerprinting earlier. As a newcomer in the field of mobile payment, Baidu Wallet has made the payment more cool and full of imagination through the diversified scene layout, the ecological closed loop around Baidu products, and the technology of photo payment, voiceprint payment and face payment. .
As the last link in the transaction chain, the competition is often on the scene, so the competition around the payment scene has been one after another. From the DCCI report, in the scenario of take-away, BAT has a three-pronged pattern in the field of mobile payment, and is playing a healthy competition under the premise of exerting their respective advantages.
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Mobile payment takeaway scene report BAT tripod
On October 28th, DCCI, the domestic authoritative Internet monitoring data research institution, released the report “Analysis of China Mobile Payment Takeaway Sceneâ€. The report shows that the current food and beverage take-out has become an important scene for mobile payment. Among the Chinese Internet users surveyed, about 70% of netizens have used the food and beverage take-out service through the Internet in the past month. More than 90% of the users will choose mobile payment when making online payment. . Among them, Alipay, WeChat payment and Baidu wallet become the third-party payment tools with the highest user coverage, and the three-legged BAT mobile payment is presented.