Alipay App ushers in a new round of revisions, and this time a new entrance from public domain traffic to private domain operations is being opened.
Tech Planet learned that Alipay's "Life Account" has been tested and upgraded recently, and has added the "Life" channel on the homepage of the App. Previously, the entrance to the "Life Number" was in the secondary directory of the fourth tab page "Messages" in the bottom column of the Alipay client. After this upgrade, click "Life" in the C position of the bottom column to get there directly.
On the "Life" channel, merchants can publish brand information, industry knowledge and other content through pictures, texts, short videos, live broadcasts, etc.
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More importantly, the newly upgraded life account, Alipay mini program and search have enabled link connectivity. For tens of thousands of Alipay platform merchants, the launch of the new version of the life account and the "Life Channel" may answer a core question: How to operate private domains on Alipay?
mini program + new version of life number = merchant Alipay private domain matrix
As early as 2016, Alipay launched life number. Two years later, a mini program that also connects merchants and users is also launched.
But for a long time, on the Alipay platform, the life account and the mini program are like two parallel lines, with the same purpose but "independent" of each other. It was not until this time that the mini program and the life account were upgraded, and the interconnection was truly achieved.
In the past, merchants who opened life accounts passed service, marketing and other information to C-end users through pictures and texts. Life Account can be regarded as an interactive communication tool provided by Alipay to B-side merchants. In the life account field, merchants accumulate fans through content and increase user stickiness.
and mini-programs are the "hard infrastructure" provided to merchants. Merchants provide users with specific service items or convert product transactions through mini programs. For example, in the Taote mini program in Alipay, users can directly place orders to purchase goods; through the Burger King mini program, you can directly order food or takeout.
Since this year, Alipay has frequently iterated mini programs to enhance its "sense of existence". In May, Alipay upgraded the collection entrance "My Mini Program" to a fixed position on the homepage with a nine-grid grid. Through the Nine Grid, users can directly access the "recently used" or "favorite" mini program services with one click, shortening the revisit path.
In November 2019, Alipay tested its collection guidance capabilities internally, allowing merchants to post collection guidance tips to users, improving the retention rate of mini programs; one month later, Alipay further opened the "Payment Success Page" post-payment scenario, allowing merchants to place coupons on the payment success page of users within 1 kilometer nearby to attract traffic for offline stores. After
is constantly adjusting and optimizing, the value of the mini program has been further released. According to official data, the Shihuituan mini program has been online for 90 days, and the daily order volume has exceeded 2 million orders.
However, users are more likely to "go away after using it" in mini programs. Merchants cannot interact with users, and users cannot receive the latest information from merchants. Merchants actually need the content carrier of Life Account to precipitate users. On the other hand, the fans accumulated by Life Account cannot directly provide services or convert, and need to re-search the merchant-related mini-programs. The disconnect between the
mini program and the fans of the Life Account has actually become a major problem in merchant operations. For merchants, they naturally hope that all business positions under one entity will be opened and all consumers and fans will operate in the entire area.
, a long-standing problem, will be solved after this upgrade of the Life Account.
After the merchant upgrades his life account, the content published can be embedded in various marketing components such as services, coupons, groups, etc., and associates their own mini programs, or services or products within the mini programs. When users see relevant information, they can jump to the mini program with one click to place an order or follow-up operation.
Take KFC merchants as an example. In the picture and text content of the "New Year's Crayfish Series" released on December 27, users can directly click to jump to KFC self-service ordering mini program to place an order to purchase. In addition, on the homepage of the KFC service account, there is a direct coupon window, and users can click to jump directly to the relevant mini program to collect it.
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Compared with the past, the user's operation path has been greatly shortened and the conversion rate may be improved. After using the mini program, Alipay will automatically save it to the "Recently Used" column. In this way, the retention rate of merchant mini programs will also be improved. The launch of the new version of
Life Account and its connection with mini programs also announce the formation of the Alipay platform merchant private domain management matrix. Through mini programs and life accounts, merchants can achieve real private domain traffic accumulation in Alipay.
Public domain traffic privatization finally has a matrix of "transportation hub"
mini program + life account, giving merchants a position to operate private domains. However, the premise of private domain operation is to have sufficient passenger flow, that is, sufficient public domain traffic flow.
. This version of the life number has been upgraded, and the emergence of the new traffic portal "Life Channel" may be to solve this problem.
At present, the main page of the "Life" channel is in the form of information flow, and the content published includes pictures and texts and short videos. Judging from the Tech Planet experience, there are currently a lot of short video content. The content area covers a wide range of aspects of life, such as people's livelihood services, travel services, local life, etc. In addition, Alipay has also launched the "group" function, and topic-related content can be linked to corresponding groups.
For users, you can browse or follow the service information of interested merchants on this channel. Merchants can directly reach fan users on this channel, and even use the platform algorithm recommendations to attract potential consumers.
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On the user side, before the revision, C-end users were unable to publish content, and could not search for relevant life accounts on their own in the life channel. They could only follow the interested accounts through the "One Accounts You May Be Interested" column. Similar to other content platforms, users can like, comment, collect, and forward and share below the content.
But compared with before, the new version of the life number is applicable to a wider range of objects. In addition to commercial, tools, government affairs, life services and other institutions such as "Muji", " Weekly Hei Ya ", "Ctrip Travel Network", " Ele.me ", there are also experts in vertical fields. For example, the food UP owner " Wild Food Brother ", who already has 1.85 million fans on Bilibili, has also entered the life account.
can be clearly felt that as a centralized channel page, "Life" is creating an aggregation of content service system and trying to build a bridge between the passenger flow of public domain traffic and the private domain of merchants.
Alipay’s centralized traffic has always been the core of attracting merchants. In the past few years, some mini-program merchants have achieved significant growth with their special services and the support of Alipay's centralized channels such as "car owner service" and "citizen center", such as brand mini-programs such as car rental and old clothing recycling. This also indirectly illustrates the traffic conversion value of the Alipay platform, but for most merchants, they are still struggling to find a channel for public domain traffic.
is now directly airborne the C position of the "Life" channel, connecting the user and merchant service content, and connecting Alipay's public domain and merchant private domain positions. Public data shows that Alipay App has a monthly active users of nearly 800 million. For merchants exposed on the Life Channel, it is equivalent to having traffic shops in the Golden Business District. Of course, it is still in the preliminary testing period, and the overall activity of the life channel is still low. But with the continuous opening up, its potential released is worth looking forward to.
creates more business chains
In fact, for Alipay, behind the launch of the new version of Life Account is Alipay's further improvement of the merchant's digital business system.
According to Alipay, an open model of "decentralization as the main and centralization as the auxiliary" has been formed on the merchant side. On the one hand, by upgrading "My Mini Program" to the homepage and other actions, the conversion effect of merchants in Alipay operation link is improved. On the other hand, we actively create more public domain scenarios to divert traffic to merchants’ private domains.
As of now, Alipay has added public domain exposure positions such as "My Mini Program", "Smart Service Card", "Something", "Basement" and other homepages for merchant services. With the upgrade of the Life Account to the "Life Channel", the construction of the merchant's Alipay digital business system has also begun to take shape.The major changes in the Alipay section of
have also caused changes in users' usage habits.
At present, the home page search box is the shortest path for new users to obtain services in one step, while the home page "My Mini Program" is the shortest path for old users to obtain services in one step. Therefore, users have gradually formed the habit of "search first, then collect, and revisiting through my mini program on the homepage next time."
Under this, some merchants also operate on their own along the "search-collection" link to improve the efficiency of attracting new and revising visits. In November this year, Alipay also tested its "collection guidance" capabilities internally to help merchants improve retention rates through collection operations.
and with the interoperability of mini programs and life accounts. The link of "Search-Favorites" has been expanded into a more complete chain of "Search-Mini Programs, Life Account Display-Collection Mini Programs, Follow Life Account-Life Channel Display-Mini Program Services".
Take the enterprise New Hope as an example. When users search for "New Hope" through Alipay, the mini program "New Hope Member Service" and the life number " New Hope Dairy " will appear. Users can directly go to the mini program to purchase related products, or they can also check the promotional content of the Life Account to see what new products or discount activities are available.
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In addition, in the life account, users can follow relevant content and jump to the mini program after browsing. If you are satisfied with this store, after collecting the mini program, users can revisit it in the "My Mini Program" grid on the App homepage. In the future, users can also receive the latest updates of collecting New Hope in the life channel.
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is not difficult to see that in this chain, search is the first entrance, and mini programs and life accounts interact with each other. Merchants will realize the precipitation and revisit of users in Alipay, forming a long-term operation from the public to the private domain.
At present, the upgraded traffic dividend has just been opened, and how merchants learn to operate is also in their infancy. Similarly, how to improve the new business operation chain of the new version of the life account is also worth paying attention to.
This article comes from the WeChat public account "Future Consumption APP" (ID: lslb168), and is published by 36Kr with authorization.
