The two national conferences officially opened on March 3, which is undoubtedly the most anticipated event in March. This is definitely the headline of the front page. However, Taobao held a large-scale preferential event on March 8 and it also earned enough eyeballs. Recently, in the subway stations of Beijing, Shanghai, Guangzhou and other first-tier cities and CCTV, Hunan Satellite TV and other channels, many users have also seen the mobile phone Taobao endorsed by the "long-legged Ouba" Lee Min Ho "to eat a big meal, sing K "Planar advertising."

You can watch movies and sing for 3 hours at KTV for only 3.8 yuan. It is understood that the Alibaba Group's preferential activities held on March 8 mainly involved O2O's catering, department store consumption, and entertainment activities such as KTV, movies, and catering. Including using mobile phone Taobao to book a 3.8 yuan movie ticket, using mobile phone Taobao to pay for department store shopping to get a free opportunity, and a 3.8 fold Taobao point dining reservation, 3.8 yuan in KTV consumption for 3 hours. Netizens have a message: watch a movie with 3.8 yuan, 3.8 yuan in KTV as "Mc Pa"... "This is the rhythm of snapping up", "It is cheaper than taking taxis with taxi software." Moreover, it is reported that on March 8th, Lee Min Ho will also appear randomly at the above-mentioned city activities.

"Double 11" in the mobile field refers to mobile payment

Ma Yun is not bad money, and many investors are not bad money. The problem is that the money should be spent in the end? Just like the trick of giving money to users, this kind of money-burning practice of cultivating users' consumption habits, after the end of the subsidy activities, can continue to win the loyalty of users, which is still a question mark. Is this event for the eyeball? For the time being, we can see that the March 8th event can be called "Double 11 in the mobile field", pointing to mobile payments.

With this "local tyrant" approach, Alibaba's layout in the mobile Internet field will be more clear and will be perceived by more consumers. From the current point of view, mobile phone Taobao will be the key piece in this layout because of its many users, and hopes that through this event, mobile phone Taobao will become the entrance to mobile life consumption. Cao Lei, director of the China E-Commerce Research Center, said that the mobile phone Taobao's move, in essence, is the same as that of fast-moving and subsidizing users. It is preempting and cultivating users' mobile payment habits, thus preempting wireless users. Some insiders also said that Taobao’s move has consolidated Alipay’s position in the mobile payment field and resisted the impact of WeChat payment.

According to statistics, the time for users to access the Internet through mobile phones has reached 124 minutes per day. Take mobile phone Taobao as an example. Last year, using mobile phones to shop on Taobao for more than 30 minutes, the user’s living habits are also from “online consumption”. Turn to "mobile consumption."

The data report from iResearch pointed out that in 2013, the transaction scale of China Mobile shopping market in Q3 was 43.34 billion yuan, a year-on-year growth rate of 141.9%. Among them, mobile phone Taobao accounted for 76.6% of the Q3 mobile terminal market, and its growth rate is far higher than the overall market growth rate, which has become the first choice and entrance for consumers in mobile shopping.

According to the “2013 China Third-Party Payment Market Quarterly Monitoring” released by Analysys think tank, China's mobile payment market entered an explosive growth stage in 2013, and the overall transaction scale exceeded 130 billion yuan, a year-on-year growth rate of 800.3%.

Is expected to trigger a sensational effect of mobile payments

The ambition of Alibaba's mobile e-commerce is gradually showing that offline commercials have greater imagination than pure e-commerce. This “3.8 Event Festival” will be the key to Alibaba's latest achievements in its O2O strategy, as well as a test of its business closed-loop “integrity”. The essence of O2O is not only to achieve the integration of two parallel lines on the line and offline, but more importantly, to realize a variety of business models based on the integration of the two, to provide consumers with a full range of diverse shopping scenarios and choices, experience To the true value and convenience.

The most critical part of the mobile e-commerce chain is mobile payment. This activity is only for mobile payment users. From the two conditions of participation in the March 8th event, Ali spends money to please online customers, in order to consolidate Alipay's user base in the mobile payment arena.

Mobile payment is heating up because domestic mobile phone shopping and mobile payment are experiencing explosive growth in recent years, and major manufacturers hope to seize the entrance and core of mobile Internet by arranging mobile payment. The 2013 Annual Reconciliation Statement issued by Alipay shows that more and more users are beginning to transfer, repay, pay, and recharge through the mobile phone's Alipay wallet. The related business exceeded 500 million in 2013, and mobile payment is positive. A big explosion broke out.

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