The whole people "grab the red envelope": no reservations in the mobile payment era, no future

Until the Spring Festival this year, the Internet giants collectively launched the "red envelope" market. The strong interactive nature of the social platform quickly spread it in a viral state. Not only did the Internet giants make red packets, but the common people also exchanged each other and robbed each other. Every second is playing a red envelope war. On the evening of the 18th, the e-commerce merchants represented by Ali and Tencent threw hundreds of millions of yuan. The online red envelopes were sent to force. The Spring Festival Evening was full of excitement. The amount of the rules, the number of rules, and the scope of participation were unprecedented. "Grab the red envelope" has become a phenomenon of the Spring Festival phenomenon. What impact will this change have on the long-term individual combat car rental market? How to deal with it is to adapt to the current situation and create the situation? The author interviewed Zhang Shaohua, the chairman of China's Internet rental car and the number of stores that have entered the top five in the industry, and saw his strategic vision ahead.

Mobile payment training course behind "red envelope"

At the beginning of the topic, Zhang Dong said that the generous car rental () not only pays attention to the changes in the car rental consumer market for a long time, but also pays attention to the changes and development trends of the overall consumer market.

On the night of New Year's Eve, Alipay placed a total of 100 million cash red packets in the form of “catching red envelopes” from 20:00 to 4:00. As the founder of the Spring Festival red envelope activity, WeChat, through the first cooperation with CCTV Spring Festival Evening, started from 8:00 pm, users can “shake” the mobile phone to grab more than 500 million yuan of cash red packets provided by various corporate sponsors.

The latest data released by Alipay shows that before and after the Spring Festival, the red envelope has almost become a national movement. More than 100 million people participated in the Alipay red envelope game. Among all the citizens who issued red packets, 90% of them accounted for more than 50%, which became the main force of red packets. On New Year's Eve alone, the total amount of payment and payment of Alipay red packets exceeded 240 million, and the total amount of one night reached 4 billion yuan. The first Chinese password red envelope issued by Ma Yun at 0:19 on the 19th, the number of participants reached 29.98 million, netizens input nearly 100 million answers, and 1 million red envelopes were robbed in 2 minutes and 36 seconds.

The latest data on WeChat shows that from the New Year's Eve to the fifth day (a total of six days), the total number of WeChat red envelopes was 3.27 billion, and the total number of receiving and dispatching on New Year's Eve was 1.01 billion. During the Spring Festival Evening broadcast, the total amount of WeChat “shake” interaction reached 11 billion times, with a peak of 810 million times per minute. On February 19th, 00:00-00:02, the peak reached 1.65 million red envelopes per minute was taken apart.

For such amazing data, the generous car rental Zhang Dong said that the Spring Festival red envelope has become an important means for Chinese companies to self-market through new media and enhance user brand awareness and loyalty. Ali's Alipay platform and Sina Weibo, Tencent's WeChat and QQ each sent out the star red envelopes and corporate red envelopes triggered a round of brushing mode. Inspired by this, various "tourism red envelopes", "traffic red packets" and "financial red envelopes" also spread rapidly. Mobile mobile payment has received unprecedented attention. Many people have been rushing through the screen of the mobile phone to “tweet one finger”, and a training on mobile payment for all people has been successful. This vigorous rush to grab the red envelope war is actually a subversion of the Internet giant's traditional payment habits.

The huge business opportunity behind mobile payments

The most active place for users is the battleground for the military. From e-commerce to offline supermarkets, bakeries, from Yu'ebao to water and electricity bills, movie tickets, from taxis to Chinese New Year red packets, the Internet giant has spared no effort in the mobile payment scenario to achieve China's 217 million mobile payment users. The great value contained in it.

When payments become convenient, how to capture customers in the first place becomes very important. The generous car rental that has been pursuing the "quick booking" has also quickly responded to the baptism of the participation of the whole people.

Generous car rental Zhang Dong said in an interview that the red envelope itself is just a game, but this game has become popular in the country and has become a New Year's custom, reflecting the popularity of domestic mobile payment from one aspect and the new fun and convenience brought by Internet technology to people's lives. . At the same time, the generous car rental also saw the signal of the transfer of the battlefield - to seize the mobile payment market.

Looking at the humble red envelope application, even the game is not worth mentioning, but it is connected with money and connected with people. The Internet is rushing to send you a red envelope. Of course, the intention is not to have money and willfulness, but to let more people not only "grab" but also "use".

In the era of mobile Internet, mobile phones have become an extension of human functions. Let information be transmitted and shared in the human relationship chain. This requires that all mobile Internet products and services need to restore the starting point to the "user", but also need to identify the information, the real "people" behind the transaction.

This also means that marketing, trading or sharing based on relationship chains becomes critical. Because people are moving towards more and more subdivided socialization, tribalization and personalization. In addition, in the fields of mobile payment, finance, etc., money transfers such as transfers and transactions are themselves a form of relationship chain.

The generous car rental chapter Dong Xiao said that he also joined the rush to grab the red envelope army during the Spring Festival. After a few days, he grabbed the vouchers of various mobile services including taxi software, micro stores and video websites. This shows that the merchants have already looked. Investing in mobile payment applications, I hope to provide users with the opportunity to try a variety of O2O applications. Take DQ Ice Queen as an example. On the first day of the New Year's Day, we will use WeChat to shake the coupons, and the number of online purchases will exceed 4,000. Nowadays, the Internet giants are committed to letting everyone form a mobile payment habit, and behind this payment habit is a large treasure that is waiting to be excavated.

If you don’t book, you can only OUT.

In fact, as early as the introduction of the WeChat red envelope in 2014, the generous car rental leaders have already recognized the development trend of mobile payment and the importance of booking in advance. The generous car rental Zhang Dong said that whether it is the red box in the Spring Festival or the advance reservation that the generously insisted on, it is a change in consumer spending habits. When consumers are accustomed to mobile payment, who can grasp the consumer's payment habits in the first time, lock the consumer's consumer demand, and quickly and conveniently let them complete the consumption process, in order to truly win customers. Just like the hotel bookings that have been very popular in the past two years, more than 60% of the hotel's orders are from reservations. Now it is an era of information sharing. You can shop around without leaving home. If you can't book, the ending can be imagined.

In 2014, the company invested millions to develop new systems, and booking functions and mobile websites are the top priority. At the beginning of the new system, the generous company will set the “Shenzhen Reservation” as its propaganda focus, and launch the “50% discount in advance booking” campaign to greatly enhance the customer's booking habits. The subsequent launch of the mobile phone website made the booking more convenient, and the quick and convenient “quick booking” became the best weapon for the general to seize the customers in the rushing car rental market. For the generous, the sooner the customer is locked, the better. For the customer, the sooner the booking is made, the cheaper it is, and the mutual benefit is win-win.

Compared with some people's disregard for the booking function, the generous attitude is determined, and the "booking in advance to enjoy 50% off" activities have been implemented. It turns out that the generosity of the mobile payment boom and the strategy of targeting the booking market are correct.

In the Spring Festival of 2015, the generous renting of cars reached 100% of the full rent in the true sense. None of the company's direct sales stores were stagnant, and the rental period was more than 7 days. The proportion of more than 15 days was even more than 60%! This is a far cry from the rental rate of some 85% or less of the franchise stores that are not consistent with the company's headquarters. In terms of rent, due to the reservation function, the car rental rate of the big-name car rental direct store is better guaranteed, especially for the Spring Festival booking, and a large number of vehicles are booked in advance, so that the big car rental can quickly raise the price in the later period. In the early period of the Spring Festival, the daily rents of the generous direct stores were more than three times higher than usual, and many popular models increased by as much as four times. This data is also inconsistent with a few 1.5 times the increase in the number of franchisees that have not participated in the booking.

In this regard, the generous car rental Zhang Dong said that consumers have obtained more powerful offers through booking a rental car, and further car protection; generously achieved a reduction in the order cancellation rate, and thereby digested the unknown inventory in the future. Effectively improve the accuracy and price competitiveness of market forecasting. This is the main factor for the generous success of the 2015 Spring Festival car rental market. In addition, the upcoming mobile booking window will also bring more conveniences and benefits to everyone, and the generous booking model will certainly have a lot to offer in the mobile payment market.

However, booking a consumption model as a new consumption model also needs to be recognized by consumers. The most important thing is the product experience. If it is not recognized by consumers, it may cause loss of customers. "Now it is not the time for you to provide what I can choose. This is also an important reason for the generous efforts to ensure quality and strict requirements for unified service and unified processes." Zhang Dong said, "Whether it is word of mouth or cultivate consumption habits, It is a process that needs to wait. The generous thing is the Chinese car rental market after 10 years, but it may not be 10 years, as long as 5 years, or even 3 years. Now with the subversion of payment habits brought by mobile payment, maybe this time Will be shortened."