WeChat cash charges behind the next fight and plot-happynewyear

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WeChat cash charges behind the Ming and dark when people enjoy the Spring Festival gala for Wen Yuanjun, and the Spring Festival holiday, many people are not aware of the payment system of Ali and Tencent have entered the white hot pinch. Ali’s dedication and Tencent red packets, so that everyone strongly felt the Internet payment tool for users to compete for strength. A few days later, the industry began to "critical" look at Ali "dedicated Fu" activities, at least in the eyes of many senior industry observers, Ali repeatedly cut social payments to the grand hope not to win the good effect. In stark contrast to the WeChat red, keep the leading data – but extremely The path winds along mountain ridges. in social field is still in the post, the Tencent WeChat announced the withdrawal fees notice, overnight and will suffer Ali shifted the focus to the Tencent, people began to spit slobber, while showing the Tencent public relations deal with such a hasty, apparently not the market response in advance to make careful preparations. The Tencent’s announcement will not be repeated here, but the statement is a need to look at the information, namely Tencent repeatedly emphasized, the charge is not for profit, but because the bank will be based on the interface data, every transaction to the Tencent to charge a fee. The information back to parse out at least three key meanings: first, the Tencent has been for the user to pay, to pay bank charges; secondly, along with the user payment frequency increase, and pay costs have been high to Tencent feel could not carry it; third, the Tencent only cash business charge service fee to the user, the fee is still lower than the banks charge to the Tencent’s fee, so only Tencent to reduce their costs, not to enter the earnings. Then the two problems: first, the bank charged interface in the business transfer fee to WeChat, in fact is not the secret message, when the bank’s own inability to Internet, and Tencent such enterprises to help the financial ecology into the Internet era, whether the bank charges a stumbling block of business and technology upgrade? Second, please don’t take Tencent as a completely isolated case, Tencent also stressed in this announcement, WeChat transfers and red envelopes and other services remain free, subtext is as long as the transaction in the Tencent in the ecological, Tencent will continue to provide free services, is only related to the Bank of the non Tencent in ecology the financial entity, the Tencent only reluctantly charge (according to Tencent’s tone, this is not charged, but the bank charges, ask consumers to charge, is equal to the cost of collecting). The subtext of this signal is that if users are willing to go deeper into Tencent’s own financial ecology, it can completely avoid bank charges. The first question is no solution of the problem, a similar routine from Sinopec to the three operators, It is often seen. does not belong to the banking industry, the characteristics, not shouting slogans can shake the three feet of ice; second, it can further decipher more illocutionary meaning: 1. Not long ago, the Tencent officially launched the "micro public bank", in other words, the Tencent and WeChat’s attempt to have not only the users of social relations with the payment tool for bank payment to do the wedding dress, Tencent bosom edge fierce soldiers, is self banking, from the financial ecology)

微信提现收费背后的明争与暗谋   文 袁俊   当人们享受春晚、假期与春运的时候,很多人没有意识到阿里与腾讯支付体系的对掐已经进入了白热化。阿里的敬业福与腾讯的红包,让每个人强烈地感受到互联网支付工具对用户的争夺力度。几天后,业内就开始“批判性”地审视阿里的“敬业福”活动,至少在很多资深行业观察者心目中,阿里反复寄望切入社交支付的宏伟图谋仍未赢得良好效果。形成鲜明对比的是微信红包,在社交领域内依旧保持了极其领先的数据——但峰回路转,腾讯在节后宣布微信提现收费的公告,一夜间将阿里遭受的口诛笔伐转移了焦点,人们开始向腾讯吐口水,而腾讯公关呈现出的应对如此仓促,显然未对市场反响提前做出周密准备。   腾讯的公告这里不再重复,但其声明中需要审视的是一个信息,即腾讯反复重点强调,提现收费并非为盈利,而是因为银行将根据接口调用数据,每一次交易均向腾讯收取手续费。该信息背后能解析出至少三个关键表达意义:其一,腾讯一直在为用户买单,向银行支付手续费;其二,伴随用户支付行为频次提升,“代付”成本已经高到腾讯都觉得扛不住的地步;其三,腾讯仅仅就提现业务向用户收取手续费,手续费仍然低于银行向腾讯收取的手续费,所以腾讯只是为降低自身成本,并非借此进入盈利。   那么两个问题接踵而来:第一,银行向微信收取接口业务中的转账手续费,其实是并不算隐秘的消息,当银行自身无力互联网化,而腾讯这样的企业帮助金融生态进入到互联网化的时代,银行的手续费是否构成商业科技升级的绊脚石?第二,请别把腾讯看作一个完全孤立的个例,腾讯在本次公告中还强调,微信转账与红包等业务仍然保持免费,背后的潜台词是只要在腾讯生态内交易,腾讯将持续提供免费服务,只是涉及到银行这一非腾讯生态内的金融实体,腾讯才无奈地收取费用(参照腾讯的口吻,这不是收取费用,而是将银行收费的部分,问消费者收取,等于是代收费用)。这个信号的潜台词,是用户如果愿意更深入腾讯自有金融生态,完全可以规避银行手续费。   第一个问题,属于无解的问题,类似的套路从中石化到三大运营商,屡见不鲜,本不属于银行业的特质,也不是喊喊口号就能撼动的三尺之冰;可第二个问题,却能进一步解读出更多的言外之意:其一,不久前,腾讯正式上线“微众银行”,换句话说,腾讯与微信的图谋,已不只是将用户社交关系结合支付工具而为银行收付款做嫁衣,腾讯怀中的利刃凶兵,是自营银行业务,将自金融生态再做一次升级;其二,腾讯同步颁布数以百万计的线下支付场景,包括公共事业费,停车场,餐厅,零售门店等——腾讯希望形成的共识是,微信支付已经能起到“去货币化”的支柱作用,用户缘何还需要微信支付之外的货币?   不过单纯从公关角度,本次微信提现手续费的事件,继续折射出腾讯公关部门的效率不佳,未客观预估舆论风险的问题,应对策略无论是时效性还是有效性,均未达到理想状态。回过头将腾讯的诸多信息串联起来却会发现,腾讯的“微信提现收费”只是一个显性事件,企鹅的暗谋正在不声不响地展开,而且看上去杀伤力不容小觑。   (作者系牵牛信息科技联合创始人 总裁,作者观点不代表本报立场)(编辑:黄锴,邮箱:huangk@@21jingji)相关的主题文章: