In terms of mode, there is a daily analogy similar to today’s headline: content is produced by a third-party account that is settled in. Users manually select the channel of interest and display it preferentially. Although by comparison, today's article on the headlines is more categorized, it has been divided into fashion, film and television, food, travel, entertainment, finance, automobiles, constellations, parent-child, technology, digital, sports, and so on. Video 13 channels for users to add or delete in the channel list.
Channel selection and content display page
Currently, there are two ways to pay Alipay users to enter “every dayâ€:
(1) Searching for "every day" in the application;
(2) Select directly in the secondary menu "Convenient for the people".
“The earliest content is in the invitation system. Sina and Phoenix are all involved.†According to relevant personnel, Alipay began to introduce information content since 2013. It is only now beginning to use specialized forums to make everyone feel more aware of the advisory function. Strong.
Previously, Alipay stated that many product innovations are based on "sellers and transactions" services, such as the hope that Alipay Group can help businesses establish fan circles, etc.; and Ali's antecedent content products "Taobao Headlines" and "Taobao Second Floor". There is also the use of content as a diversion for sellers, but nowadays there is expected to go another way: more content.
It has been observed that there are a wide variety of content producers every day, including Phoenix, GQ China, Orange Entertainment, Ruili and other media platforms, as well as Tongue films, Uncle Alex, Uncle Tong, etc., and even local vertical media; In terms of distribution results, the number of articles that are expected to be read every day has reached a minimum of several hundred, and there are even more than a hundred thousand readings for many explosions. With this kind of popularity, Alipay will soon have an "advertising platform", but at present there is no advertising display on the page.
In order to understand more clearly every day, Yibang Power Network has combed its characteristics:
(1) Articles support likes, comments, and forwards (although there is an interface for WeChat and QQ, but sharing is limited).
(2) You can pay attention to the interest account. The trend of the concerned account will be pushed on the home page of Alipay.
(3) Entering the account homepage, you can send private messages to communicate directly with account operators.
(4) At the bottom of the article there is a "read text" that can divert the original website or other content pages of the account.
Although every day there are expected to be in the inclusion and distribution mode and today's headlines, UC headlines are exactly the same, but think about it, the above characteristics seems to have its positioning leads to another product: focus on the push, the home has a private letter entrance, the text has Reading the original text, etc., is it too "simally similar" to the WeChat public account?
In recent years, Alipay has been seeking the benchmark against WeChat. In terms of payment, from the socialization of red envelopes to the launch of payment incentives, they are all very similar to the related games played by WeChat Payment. Based on the evenness of payment services, Alipay has repeatedly tried to socialize, attempting to directly attack Wechat’s core competitiveness, but with no alternative. With frequent deaths, the circle function has been greatly questioned.
A payment industry veteran commented that “Alipay has not been a simple payment tool since long ago. Like Almighty Taobao, Ali also hopes to create a universal Alipay.†Retail channel observations have learned that, in addition to the original payment, In addition to the word-of-mouth communication, Alipay has gradually joined more than 60 kinds of functions, including convenient life, capital flow, entertainment shopping, wealth management, and education public welfare.
“In the mobile era, the standard for measuring the success of products is no longer the open rate, but the time the products occupy the users. Alipay, as a tool-type product, has been facing users who run out, so it is undoubtedly to do information and content. It is the magic weapon that occupies the user's time and occupies the user's mind.†A content e-commerce entrepreneur believes that joining in to do content is an inevitable trend for PayPal to work hard at “the first entranceâ€.
However, there are also voices that Alipay may not be expected to be a big move every day, but is one of its many small applications. "You have a small program, I have a reputation, you have incentive money, I have a bonus, and you have a public number. I also have content." Some people from the media industry predict that Alipay may not spend a lot of energy to develop the information business, just playing " "Comprehensive competition between big brothers" only.
According to retail channel observations, Alipay has clearly defined its future direction at the 2017 Strategy Conference: “High-frequency†and “social†are not to be relied on, returning to business and finance to seek the development of Alipay. Only WeChat has evolved a small program from the public number, Alipay will not get more sweetness from the content, still very much worth the wait.
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