Today, QQ announced on the WeChat subscription that the QQ version of the AR+LBS red envelope will be formally launched on January 20-24.
QQ will bring 250 million yuan in cash + 3 billion card voucher as a gift to the user, before the Spring Festival, AR+LBS fired the first shot of Tencent Ali's Red Packet Wars.
Not long ago, Alipay introduced the AR+LBS panorama envelope, allowing users to take mobile phones and use the positioning system (LBS) and AR functions to collect red envelopes in the surrounding environment for others to find.
This brand-new gameplay instantly ignited the enthusiasm of the users. Within a few days, they opened the Alipay AR red envelope and they could see that there were thousands of red envelopes inside the radius of 500 meters.
Naturally, Alipay’s biggest rival, Tencent, is not too happy. As early as in the middle of last year, Tencent announced that it wanted to make AR+LBS red envelopes, and went online in the Spring Festival this year.
This is so Alipay cut off, QQ naturally can not tolerate, Alipay AR red envelopes on the line the next day, QQ announced that their own products will not be on the line. Today, QQ further described the details of the specific gameplay.
How QQ's AR+LBS Red Packet Plays
QQ official micro introduction, January 20 to 24 to open the phone QQ, drop down the top of the "heavy red envelope" pendant, enter the map you can enjoy "LBS + AR heaven red envelope."
Cash bonuses and card coupons provided by stars and Pepsi, Watsons, Supercell and other famous brands and merchants will be distributed in various regions of the country. In addition to grabbing red envelopes, you can also "fly to the sky" and send your friends a "LBS+AR sky drop red envelope."
In order to fight against Ali, the lineup of QQ invited this time is also quite luxurious. More than 20 popular stars such as Huang Xiaoming, Angelababy, TFBOYS, Huang Zizhao, and Zhao Liying will all appear on the “LBS+AR heavenly red envelope†map. It is said that the four cards corresponding to the star can be collected and photographs can also be taken.
Of course, for Xiaobian such game fans, Tencent's just acquired supercell, collecting game cards to send Q coins is more attractive.
In addition to these Bo-eyeball stars and prizes, the popularity of the QQ red bag game last year, "brush a brush" will also be on the line.
Why is AR+LBS?
Regardless of whether QQ or Alipay, they chose to pay the first battlefield for paying war in 2017 on the AR+LBS red envelope. The core logic behind it lies in robbing the huge market of offline services.
We communicated several Tencent and Ali employees. For the AR+LBS red envelope, they generally believe that the core is still the LBS positioning system.
At present, mobile payment still focuses on platformization and centralization, such as the e-commerce platforms such as Hand Tao and Jingdong, or the O2O platform that is hungry and dizzy.
Once the scene of the platform is lost, there is only a single way to scan code, and mobile payment will be subject to many restrictions. The combination of LBS+AR and mobile payment will greatly enrich payment scenarios.
The so-called LBS is to make the world a huge map, real-time display of your location in the map by positioning; and AR, is to scan the real environment into the phone. The AR+LBS is essentially restoring your real world to a mobile phone.
For merchants, through LBS can accurately find nearby consumers, and then use the network envelope can be precise marketing; and for the average user, the scan code is too single for the offline payment, there are With certain limitations, the emergence of AR+LBS can enrich the offline mobile payment scenarios.
When the user's e-wallet uses a richer scene and faster and safer mobile payment, the problem of replacing time with the traditional currency is only a matter of time.
However, although all are AR+LBS red envelopes, from the perspective of segmentation, the focus of QQ and Alipay is not the same.
The QQ Wallet AR+LBS bonus gameplay, whether it is the star to help out, "brush a brush" and set the card game, more based on social entertainment features.
Alipay AR real red envelopes, with the game play caused a certain topic, quickly into the offline business scene, in the first few days is a large number of businesses and cooperation, the introduction of business red envelopes.
But in the end, this is QQ and Alipay in their best areas, cut into the offline payment market. Once they have a firm foothold, will the two parties push new gameplay to penetrate each other's fields?
In 2017, this war of no-smoke payment has only just kicked off.
Don't forget Tencent has a bigger hand
According to the report of the China Electronic Commerce Research Center, the transaction volume of the third-party mobile payment market in China in the first half of 2016 was around RMB 15.5 trillion, of which Ali’s Alipay accounted for the highest share of 51.8%, and Tenpay’s Tenpay closely followed by 38.3. %, Tencent Ali's total share reached 90% of the entire market.
However, it should be noted here that Tenpay's two major products, compared to QQ Wallet, have a much stronger penetration rate in the mobile domain than Wechat.
According to a report released by Penguin Zhikuo in March last year, 58.1% of WeChat users used the WeChat payment function, and the penetration rate of WeChat's red envelopes was as high as 84.7%.
The QQ launch of AR red packets, to a certain extent, because in the March 14th QQ wallet on the line, this function is highly coincident with the WeChat payment mobile payment products, from the positioning on the centralized offline scene, especially at that time is not yet It is too accustomed to using WeChat's third- and fourth-tier cities.
However, with users of WeChat from less than 400 million users in early 2014 and monthly activities exceeding 800 million in November last year, both coverage and activity have improved.
From this year onwards, in the Beijing area, the coverage of WeChat payment to offline merchants has also increased dramatically. It is believed that on the offline payment scene, WeChat payment will be the real focus of Tencent's future development.
However, several Tencent-born employees stated that Tencent is a "bottom-up" company, and any product is based on experiments from the ground up, and it stands out from the internal competition and rises to the core strategy. And WeChat Payment and QQ Wallet are currently being done by two completely different teams.
Will WeChat launch an AR+LBS red envelope in the future, or in what other way penetrate the offline mobile payment? This may be another story.
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