Not long ago, a POS model with a unique shape was spread on the Internet. This pos machine that can use WeChat payment settlement is the WeChat POS developed by Tencent.
According to popular understanding, POS is a multi-function terminal. Within the scope of authorization, it can read and rewrite the information of consumer bank cards, thereby realizing the functions of electronic money transfer and circulation. So far, the POS machines of major commercial banks have become the necessary equipment for almost every merchant.
The working principle of WeChat POS is that after the consumer buys, the WeChat POS will play the QR code. The consumer will use the mobile phone WeChat to scan the QR code and enter the mobile payment interface, using WeChat to pay. It can be said that the existence of WeChat POS has moved the last link of the offline transaction to the online line, forming a closed loop of Tencent O2O settlement.
From the acquisition and integration path of Tencent in recent years, we can find the ambition of its integrated offline retailers: 2010 mergers and acquisitions network to integrate offline cinema resources; 2011 mergers and acquisitions eLong network integration offline hotel resources; and recently Tencent shares in the public The review is a combination of offline food and beverage stores. Of course, in the IT field, Tencent's M&A list is longer: Kangsheng Creative, Discuz, Jinshan Software, Sogou, etc.
It is worth noting that in the IT field, mergers and acquisitions and integration are relatively easy, because there are standard technical and programming languages, and the purchased objects only need to open the data and interfaces. The integration of offline retailing is indeed quite difficult. Compared with IT companies, the operation of physical retailers is basically “manually liveâ€. When acquiring a company, it must accept it and achieve the effect of 1+1>2. It can be said that it is very difficult. For example, the acquisition of Suguo by China Resources Vanguard, the king of mergers and acquisitions, has been a subsidiary of China Resources.
So, how can Tencent integrate offline retailers? Then there was the WeChat POS turned out. According to the media, research and development began as early as June last year. In fact, as a WeChat POS, Tencent does not need to pay any fees at all. The head of a banking institution said: WeChat has 600 million members. As long as Tencent is willing to cooperate with us, we will configure POS for them free of charge.
WeChat POS is a gram of sweet poison pill, a rope camouflaged by flowers, how is it wrapped around the neck of a physical retailer?
An Anhui retailer boss said: They have already installed WeChat POS in the store, and will jointly promote with Tencent, using WeChat POS checkout, consumers can enjoy 20% discount. The discounted part is subsidized by Tencent.
Look at it, and give you a POS machine for free, while letting the consumer attract more customers to your store, how good things are. In this way, the physical retailer willingly stretched out his neck to let WeChat POS hit a knot in the throat. Is Tencent's routine familiar with it? Yes, it is convenient to pay, give consumers preferential subsidies, and let them get used to their own products. Isn't this the practice of scrambling cars to burn money and grab users?
So what happens when the retailer is put on the throat by WeChat POS?
The first is penetration. WeChat POS uses various means to optimize its products, increase the consumption experience, and even fight for the money to win the user, so that the physical retailer has worked hard to cultivate the membership of the WeChat payment method that has been praised for so many years, and unwittingly become a fan of WeChat.
The second is to tighten the rope. When a physical retailer, especially a small or medium-sized merchant, has one-third or more of the users relying on WeChat payment, the physical retailer is not allowed to be arrogant and subject to people.
As we all know, one of the core competitiveness of chain retailers is to grasp the cash flow, and once most consumers use WeChat POS to pay, the cash flow is controlled by WeChat. The supermarket has sold a lot of money, but it can't be found in one's own hands. At this time, WeChat can basically be willing to pay attention to the retailer. For example, I will charge you a handling fee today, and then coerce you to be a reluctant joint promotion tomorrow.
This is by no means an alarmist. Let's take the bank's POS machine as an example. In the national "two sessions" in 2011, Zheng Xiaoyan, deputy of the 11th National People's Congress and chairman of Hefei Department Store Group Co., Ltd., called for a third consecutive year to reduce the rate of bank card credit card. Zheng Xiaoyan takes Hefei Gulou Commercial Building Co., Ltd., a subsidiary of Hefei Baida as an example. The business income of the commercial building in 2010 was 1.36 billion yuan, and the handling fee for China UnionPay was only 5.8 million yuan, accounting for more than 0.4%. Last year, Hefei Baida paid nearly 30 million yuan for bank card processing fees, which became the fourth largest cost for enterprises after rent, labor and electricity.
Finally, under the constant call of the retail industry, the overall fee reduction for bank card processing is 23% to 24%. We must know that the bank at that time was still a state-owned enterprise. The appeal to the NPC deputies could not be completely ignored. What about Tencent? If once its WeChat POS becomes a climate, will it be so "good"?
On March 13, the central bank urgently issued a document to suspend offline bar code (two-dimensional code) payment and virtual credit card related business. This gives traditional retailers time to think about whether or not to use Tencent POS. If it is, how can the supermarkets allow consumers to enjoy convenience while not being self-contained in the future.
The irony is that many physical retailers will install a Tencent POS or Alipay terminal to declare themselves "O2O", how the performance growth.
But the retail entrepreneur must be reminded that there is no free lunch in the world. The higher the sales growth of Tencent’s WeChat POS (or what Ali) brings to the store, the stronger the dependence on them, which means The ropes that are placed in your throat are getting tighter.
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