At 7 o'clock on the evening of November 25, after two weeks of "Double Eleven" shopping and carnival, Tencent's WeChat shot without any warning, pushed a shopping activity link called "preemptive experience" to 600 million registered users. The content is: spend 1 cent, get the cash coupon of Xiaomi Net 5 yuan accessories, rice rabbit expression pack and Xiaomi 3's lucky draw qualification. The focus of this matter is not that Xiao Jun, chairman of Xiaomi Technology, and Ma Huateng, chairman of Tencent’s board of directors, are entangled in the fact that WeChat attempts to use the “1 cent†to link the user’s bank card that has not yet opened the payment function, and open the user’s wallet to achieve online and offline A comprehensive replacement for payment. Insiders said that it is not difficult to foresee that WeChat and Alipay will perform a close fight, which is a contest that will eventually be separated. If you look at the entire payment level, you will find that there are small soldiers who have paid for the cannon fodder of the battlefield, such as the third-party offline credit card machine that was wrapped up by UnionPay. Internal worry: Homogeneous fight The payment market is a battlefield surrounded by UnionPay, with limited profit margins and a convergence of business models. "You can think of us as a mobile sales terminal (POS). Our profit mainly comes from the settlement fee. For example, if you take a bank card and spend it on the box, the handling fee will be borne by the merchant. The Bank will take away seven of them. Cheng, we took 20%, UnionPay took 10%.†Hansen, the founder of the box payment, told the Securities Times reporter. The box payment was established in March 2011 and is one of the first companies in China to get involved in offline mobile phone card readers. In the same year, the box payment successfully accessed the “full payment†payment platform led by UnionPay, providing payment services such as water, electricity and gas payment, bank card transfer, and mobile phone recharge. "UnionPay determines the technical specifications, hardware and software standards and business rules of mobile phone card swiping, we undertake the development of commercial projects. The spread of the box market has a lot to do with the offline promotion of UnionPay." Han Sen said. As of now, the box payment has completed more than 1 million transactions and 1 billion transactions. But this does not allow Hansen to sit back and relax, because there are too many third-party payment companies doing the same thing as box payment in the field of mobile phone credit card machines. Four months after the box payment was established, Shenzhen Mobile Card Technology Co., Ltd. released its mobile payment card reader “Le Brushâ€, which is completely consistent with the box payment. After half a year, Quick Money launched its own mobile phone card in early 2012. The brand “quick brushâ€, the difference between the box and the box is limited to the customer group. The target group of the quick brush is mainly the small business owners in the logistics and e-commerce industry; after a quarter, the Legend Holdings member Lacala company in May 2012 Launched "Koala", added the functions of Alipay payment, Tenpay recharge, game card recharge, Lakara online mall payment on the basis of box payment, and greatly diverted the consumer group that the box paid for more than one year. . In addition to the above three, piled up in the same business, there is now an increasingly weak pocket bag and the business troubled brush world. Obviously, the industry's entry barriers are not high. On this basis, it is difficult for each family to build their own unique business barriers. The direct business interfaces of offline credit card companies are all UnionPay, and they all adopt the cooperation mode of “third-party offline payment company – UnionPay – commercial bankâ€. The most uneasy thing about mobile card readers is that UnionPay has business dealings with each and there is no resource tilt. "In fact, the mobile card reader is not an alternative to the two segments of the business chain. The bank can completely bypass the card payment, Lakara and other card readers, and directly push their own mobile pos machine; for UnionPay, in fact, as long as In this process, the UnionPay card is used, and the parties pay the handling fee according to the rules, and there is no loss for it.†Yang Tao, director of the Financial Market Research Office of the Institute of Finance of the Chinese Academy of Social Sciences, told the Securities Times reporter. In fact, some medium-sized banks are rushing to grab money in the acquiring market. The Securities Times reporter learned that the number of POS machines installed by Minsheng Bank in Shenzhen increased from 800 in early 2012 to nearly 50,000 at present. Box payments and Lacala also apparently felt the threat. Although the box payment has already completed the $10 million Series B financing, it is conservatively estimated that the net income of the box payment payment in the main business for nearly three years will not exceed 30 million. This forced the box payment to try to break the bondage of UnionPay. Hansen revealed that the box payment is working in the direction of direct cooperation with the bank. The cooperation methods include savings, issuing cards, opening accounts, and wealth management products. Lacala is also constantly expanding its business reach beyond the UnionPay radiation circle. Sun Taoran (microblogging), chairman of Lacala, said: "Lakara is expanding from payment-based financial services to life-style services (including ticket reservations, performance tickets and lottery purchases), and will introduce Jingdong, Fanke and other shopping malls in the future. Open the O2O (online to offline) shopping circle." foreign aggression: Giants eat into profit space The internal chaos has not been removed, and the offline mobile payment market is also facing the enrollment of new mobile payment such as mobile wallet payment, in-app payment, mobile phone “sound wave paymentâ€, two-dimensional code payment, and near-field payment. Among them, the mobile payment led by Alipay and WeChat is fierce, and it is easy to sprint online with a strong customer base. Among them, Alipay has been paying for mobile payment for a long time. In March this year, it announced that it will invest 30,000 Alipay POS machines for the e-commerce COD (cash on delivery) market, basically achieving full coverage of first- and second-tier cities. However, at the end of August, this “magnificent cause†came to an abrupt end due to “some well-known reasonsâ€. On October 16th, Alipay re-killed the line to fill the merchant short board, but this time abandoned the form of the POS machine, but the sonic offline payment and mobile phone scan card binding. In addition, Ali has been on the line of micro-Amoy, Qianniu, to the public platform, Alipay push and other functions. Recently, the PC transfer rate was also raised, and the user was “driven†to the free mobile phone Alipay. A series of actions have been quite effective. Fan Zhiming, president of Alipay's domestic business group and head of Alipay wallet, said that the number of "wallet" users is close to 100 million, and about one-third of Alipay's daily payments come from mobile phones, which is more than eight times higher than last year. It is expected that before June of next year, users will pay more than the personal computer through the "wallet". It is understood that the current WeChat payment is divided into three types: scan code payment, application software (App) payment and public number payment, all bypassing the offline POS machine. Taking the scanning of the two-dimensional code as an example, when the consumer is shopping, the two-dimensional code can be directly scanned to complete the payment. WeChat is gradually opening up the scanning code function to third parties - O2O consumer platforms with a large number of mobile customers, such as Yi Xun, Dangdang, Youku, Mushroom Street, Youbao, and Public Comment, have all been connected to their payment ecosystem. Taking Yi Xun as an example, as of the end of October, the number of orders paid by Yi Xun consumers through the mobile payment client, WeChat sweeping and other channels reached 350,000, and the order amount exceeded 100 million yuan. The “Double Eleven†was started by WeChat. The imported order quantity is close to 80,000, accounting for 13% of the total order placed by Yi Xun. In Hansen's view, the mobile phone card is a homogenization competition, and Alipay and WeChat are even more so. He said that the latter two are eroding the profit margins of UnionPay, operators, banks and offline card readers in competition with each other. As the giants of Internet online payment, the two are less costly to the audience's payment habits than the offline credit card attached to UnionPay, and the conversion efficiency is higher. According to the report of the quarterly monitoring of China's third-party payment market in the third quarter of 2013, the third-quarter Internet payment platform transfer transaction volume reached 1.67 trillion yuan, an increase of 16%. It is expected that the major e-commerce companies will carry out the end-of-year promotion in the fourth quarter, and the third-party payment Internet payment business will still maintain a high growth. The industry believes that large-volume users will continue to be diverted in the payment ecosystem built by Alipay and WeChat in the fourth quarter. It is worth mentioning that at present, the top ten banks in terms of card is able to account for 90% of the entire market. This means that Alipay and WeChat in the O2O layout process, as long as they can directly connect with these ten banks, their payment tentacles can be extended to shopping malls, restaurants, entertainment and even any payment-related areas. In this regard, some insiders said that this is what Ma Huateng and Alibaba Group Chairman Ma Yun are doing. Once made, the profit of the payment market has nothing to do with UnionPay and the mobile phone card readers wrapped in UnionPay. UnionPay can certainly use its natural advantages at the policy level to build a protective barrier for itself, but it must admit that its monopoly profits are being eroded bit by bit.
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Third-party payment market giants fight the small soldiers into battlefield cannon fodder