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The commercialization of Alipay traffic has entered a new stage: the official launch of the commercial promotion platform "Lantern"

2025-01-16 Update From: SLTechnology News&Howtos shulou NAV: SLTechnology News&Howtos > IT Information >

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On August 17, the annual Alipay Partners' Conference was held in Hangzhou, where a new international version of Alipay was released. In addition, the commercial promotion platform Lantern and Alipay Live made their debut. Mini Program, merchant group and sesame three major products announced upgrades. At the same time, in order to better promote the digitization of the service industry, Alipay updated the support policies of the two major platforms, increased flow incentives for small and medium-sized businesses, and tens of billions of resources to help service providers grow.

In the past year, the number of active Mini Program increased by 119%. The transaction volume of merchants increased by nearly 80%.

"firmly strengthen the public and private domain linkage and online and offline integration model, and build an ecological open system for Alipay," he Yongming, vice president of Ant Group and general manager of Alipay's digital business division, said in the share. since it was announced last year to increase the digital operation of merchants, the number of active Mini Program on Alipay has increased by 119%, and the turnover of merchants has increased by 79%. According to the latest report released by third-party research firm Aladdin, Mini Program currently has a size of 4 million, attracting nearly 90% of merchants in retail, catering and other major industries, making it the second largest open business ecology in China.

He Yongming, vice president of Ant Group and general manager of Alipay's digital business.

Chen Xianda, vice president of Ant Group and general manager of Alipay Digital products Division, believes that the product concept of Alipay platform always adheres to meeting the business demands of merchants as the core. He revealed that in the past year, Alipay added 128 new open products, built more than 650 solutions with service providers, and doubled the number of orders in the service market, bringing merchants a 41% increase in transaction users compared with the same period last year. At the scene, he also shared the upgrading of the digital product system around the interaction between the public and private domains to enhance interaction and promote marketing growth.

Chen Xianda, vice president of Ant Group and general manager of Alipay's digital products division.

‎ he Yongming said that the development of the platform is inseparable from the support of ecological participants, and Alipay will continue to increase its efforts to help digitize the service industry: the flow incentive program "Fanxing" will be upgraded to increase support for small and medium-sized businesses to provide more than 40 billion traffic incentives; the service provider support program will be upgraded and will continue to increase investment to help service providers increase revenue after the 10 billion-level financial and resource support was announced in March this year.

He Yongming announced the upgrade of the "Starry Project"

Alipay flow "excavator": commercial promotion platform "Lantern" officially unveiled

As a national-level App, Alipay currently has 1 billion real users. "trust" and "closer to money" are generally recognized tags for Alipay traffic. How to better excavate the "depression" of this platform traffic has always been the focus of businesses. After a year and a half of polishing, Alipay finally unveiled its commercial promotion platform-Dianghuo. While bringing more certainty to businesses, it also means that the commercialization of Alipay public domain traffic has entered a new stage.

Alipay partner conference released commercial promotion platform lights on the spot.

On the spot, Lighting platform launched three products: global Intelligence Investment, search Bao and Brand Bao. Global Intelligence Investment can achieve one-stop delivery of more than 150 vertical service scenarios in Alipay based on different marketing goals such as merchant commodity trading, clue retention, brand promotion, etc. Search is one of the most important entrances to Alipay user connection services, and merchants' GMV is over 100 billion yuan brought by search every year. Sosoubao is used as a search promotion product to support merchants to get better search location exposure. Brand Baozi supports brand merchants to participate in platform-level activities such as Wufu and Shuang12 to enhance brand influence.

Every promotion and marketing of merchants, at the same time of promotion and transformation, they also need the accumulation of private assets to form a virtuous circle of getting customers and transforming to repurchase. To this end, Alipay launched a global data marketing product "chessboard Miyun" to support merchants in Alipay App to tap potential customers and put them accurately. At the same time, based on privacy computing, the product can also help businesses to achieve network-wide multi-platform data access. At present, "Checkerboard Miyun" has been fully opened.

Upgrade Mini Program "toolkit": Mini Program Cloud launched, cloud demand costs for small and medium-sized enterprises can be reduced by 30%

As the most important business carrier for merchants on the Alipay platform, Mini Program products upgrade the whole process of development, hosting and intelligent operation, continuously improving efficiency and quality for merchants.

To make Mini Program's R & D and operation more efficient, Mini Program is launched online, providing merchants with a server-side solution with low cost, free operation and maintenance, and high concurrent business support. It supports multi-end access and can be called within minutes. Reduce the cloud demand cost of small and medium-sized enterprises by 30%. At present, Mini Program Cloud has opened six core competencies: cloud hosting, cloud development, cloud effectiveness, smart marketing, risk intelligence and intelligent customer service.

The product manager explains the mini program cloud on the spot

He Bowen, product manager of Mini Program at Alipay, said that over the past year, through optimization of development tools, the average development cycle of Mini Program has been reduced from 2 weeks to 10 days. At the same time, Alipay also opened a "quality control center" to Mini Program merchants to view the running status of Mini Program in private domain in real time.

Centering on the business growth of merchants, Mini Program has also launched a series of new features: "Brand personal Code" helps merchants gain customers in the private domain with personalized Mini Program codes, and "Marketing Fast window", "Field Marketing" and "transaction components" are fully opened. there are more yuan in marketing and trading, and standard matching can also become a daily business for merchants.

Since its opening last year, Alipay's home page "my Mini Program" has become an important entrance for users to revisit, with more than 700 million people establishing collection relationships with merchants Mini Program. In order to meet the merchants' demand for fine operation of the collection users, Alipay officially opened the "Collection Yingke" function.

The new position of private domain, "merchant fan group", has completed the internal test and is officially open to the industry for free.

How to effectively establish a relationship with users, maintain interaction, and achieve transformation? Alipay launched a "merchant fan base" to help merchants connect Alipay with more scenes and more accurate users. In the test phase, merchants can bring 12% marketing transformation through group operation every day.

At present, merchant fan groups have achieved access to major entrances such as Mini Program, live streaming, search, and IoT devices, providing merchants with more group business scenarios. At the same time, in order to reduce the threshold of operation, the merchant group also supports R & D-free, custom identification and guidance, and milk tea brand books also burn immortal grass, using this function to operate the student group, and the monthly repurchase increases by 13%.

The product manager introduces the merchant group on the spot.

Alipay's fan base also provides a variety of interactive components, such as supporting the display of group status such as "live broadcast" and "group welfare", the top of group activity information and the display of group response dynamic effects. At the same time, in order to enhance the business ability of peer-to-peer business, there are "little assistants" in the fan group to assist businesses in pushing exclusive benefits and services to customers.

Song Ximiao, product manager of Alipay's fan base, said that after more than a year of polishing, the merchant fan base is officially open to the industry and will continue to be free.

Live broadcast: the live broadcast with goods officially appeared on the stage, and the talent selection center "bringing goods" was launched at the same time.

In order to meet the diversified marketing needs of merchants on the platform from service to content, since the beginning of this year, Alipay live broadcast has changed from content live broadcast to live broadcast with goods, releasing a "explosive product plan". At the same time, the talent broadcast selection center, "Dai Jiobao", has been launched synchronously, supporting not only merchant brands to broadcast and sell goods, but also talent distribution to carry goods. This means that the infrastructure of Alipay live streaming products has been gradually improved.

Zhu Qinmei, the person in charge of live broadcast, introduced Alipay live broadcast on the spot.

At present, combined with the characteristics of Alipay App public and private domain interaction, as well as the festival marketing IP with user influence, many businesses have tasted something new. Zhu Qinmei, Alipay Live Product Manager, revealed that 19 major industries have started broadcasting on Alipay, and 26 new rooms with more than one million sales have been added in the past three months.

She said that Alipay Live shows the characteristics of high-guest unit price, which is in line with Alipay's user characteristics. In order to encourage high-quality live streaming, Alipay will launch a live streaming merchant support program to provide market competitive preferential policies.

Sesame: in the past year, it has reduced the capital loss of merchants by 11%, and the two major products are open to the public.

As a characteristic business tool provided by Alipay platform to merchants, Sesame serves more than 700 million users, covering 43 industries, including convenient life, shopping and entertainment, and provides more than 4000 kinds of services, helping to reduce the loss of assets of the whole scene by 11% in the past year.

Nie Wenxiong, a sesame product manager, said that Sesame focuses on solving trust issues in business scenarios, reducing trust costs and promoting diversified transaction transformation. Among them, the preemption and exemption, which are most popular with businesses and consumers, will be open, not only for head brands, but also for small and medium-sized businesses.

Among them, Sesame Premium has launched "large stage payment" and "group purchase 0 yuan hoarding". The former helps service providers such as fitness and beauty industries to provide monthly and monthly payment services, while the latter helps local life businesses such as catering and scenic spots to provide 0 yuan coupon purchase services. reduce the cost of consumer decision-making. At present, sesame products can be called by self-help through Alipay open platform.

The "2023 Alipay Digital Operation White Paper" was also issued at the scene to provide detailed operational guidance for businesses. He Yongming stated the "three firm" principles of the opening up of the Alipay platform: "firm technological innovation and open interface, firm public and private domain linkage and online and offline integration mode, and firm ecological co-construction."

Since the Alipay partner Conference announced its opening up last year, Alipay has continued the platform development path with product power as the core, and has worked hard on technology research and development, platform governance and incentive policies. Industry insiders believe that in the era of Internet stock competition, this product upgrade has released full benefits, and the best time for merchants to lay out Alipay has come.

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