"How much space does Alipay, which has more than 1 billion users, have to monetize traffic?" This question, which has attracted much attention from the industry in the past, has been partially answered. On April 11, Alipay released its first platform business vitality report, which disclosed its commercialization results in the past year. Data from the "Alipay Platform Commercial Vitality Report" shows that in the past year, the number of Alipay active advertisers has increased fourfold, active advertising agencies have increased ninefold, and the scale of available traffic has doubled. For Alipay, which has officially started commercialization of traffic less than a year ago, it has completed the initial transformation from tool-based traffic to service-based traffic.

With the disclosure of the report, Alipay, which entered the Internet advertising market later than other major manufacturers, is also facing a more important issue in its commercialization process.:What are the capabilities only Alipay has? For the young Alipay commercialization team, a difficult and imaginative topic is opening up.

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* * what does the report say? * * Alipay released its first platform business vitality report on the occasion of the first anniversary of the establishment of its advertising division. In March 2023, Alipay Advertising Division was established, and in August of the same year, its own commercial promotion system "Alipay Light" digital promotion platform (hereinafter referred to as "Alipay Light") was launched, and Alipay officially opened the commercialization of traffic. According to the report, although it has been commercialized for less than a year, Alipay has achieved good results in the "gathering" of high-value users, the growth of pan-financial intelligence content, promoting the growth of subdivided industries, and the promotion of integrated marketing capabilities. First of all, we can see that Alipay, besides payment, is gathering vertical groups of people with great commercial value through the vertical scenes of life services, insurance and financial management, forest, Xiaohebao and other platforms, which is an indispensable key factor in the commercialization of Alipay. According to the report, nearly 90% of the country's third-tier hospitals have arranged digital medical services on Alipay. One in three people see a doctor through Alipay, and Alipay has become a "health housekeeper" for 600 million people. more than 500 million users use Alipay for daily travel. "High net worth people" is one of the prominent labels of Alipay users. One in two people uses Alipay for financial management, and more than 90 insurance institutions across the country have served 600 million people on Alipay.

At the same time, young people between the ages of 18 and 35 account for half of Alipay's platinum diamond members, 60% of college students enjoy "student prices" through Alipay certification, and more than 20 million young users use Alipay's "small purse" to save money. ant forest "stealing" energy has become a daily habit of young people, while nearly 15 million users are raising chickens with friends on Alipay. In the accumulation and "activation" of young users, Alipay has laid an important brushstroke for commercialization. Secondly, around the pet, trade-in, enjoy first and pay later and other industries, we see the new business trend growing on Alipay. The report shows that nearly 700m people use the life service Alipay Mini Program every day. At present, 30 models of mainstream automakers have been fully integrated into Alipay car phone products. In the past year, the volume of new energy charging services of Alipay has increased by nearly 80% compared with the same period last year, and more than 90% of the country's charging stations are stationed in Alipay. At the same time, more than 3500 hospitals in more than 300 cities across the country have settled in Alipay to provide online services, and nearly 500 tons of clothing and more than 10 tons of used books are recycled at Alipay every day. In the past year, the purchase of pet vaccines and insurance on Alipay has increased by 80% compared with the same period last year. With the digital change, new energy, big health, pet breeding, green recycling and other industries are growing rapidly in Alipay, showing a new tuyere trend.

Over the past year, we have also seen the highlights of Alipay's layout of the content track, with pan-financial quotient highlighting the tight encirclement and growing into a vertical category of platform differentiation. The report shows that in the past year, the number of MCN on Alipay platform has doubled, the number of live studios has increased 14 times, and the number of accounts opened by pan-financial creators has increased sixfold in the past six months. at present, more than 150 fund companies and securities firms have settled in Alipay to provide teaching, companionship and other services, forming a differentiated feature of "content + service". In the integrated marketing innovation, the combination of new technology and ecology also play a different new model. In the ninth year of the "Wufu Festival", Alipay attracted nearly 40, 000 merchants and 200000 stores to participate in the festival, a record high, with hundreds of millions of people participating in the "digital temple fair". In terms of traditional IP rejuvenation, Alipay helped Fosun's Yuyuan Garden create the world's first digital lantern fair, where nearly 1 million people lit dragon lanterns to pray for blessings, demonstrating Alipay's IP marketing ability. The report shows that Mini Program traffic has been open and commercialized for more than half a year, and the number of active advertisers has increased fourfold. At the same time, the GMV of the brand launched by Alipay Lights has increased by 200% year on year, and the commercialization of Alipay traffic has begun to take shape.

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* * where is the competitiveness of Alipay? * * behind the growth of the report, Alipay is transforming from an "e-wallet" to a "digital life assistant". In this new fertile ground of the advertising market, Alipay is trying to expand its ability from payment to more areas such as transaction negotiation and precise access, which was regarded as a "thrilling leap" of Alipay in the past. It also contains the core competitiveness of Alipay in the advertising market. According to public data, the size of the domestic online advertising market reached more than 1.2 trillion in 2023, a year-on-year growth rate of about 11%. As far as advertisers are concerned, putting in refinement and looking for deterministic increments have become the main propositions. As a "new entrant" in the advertising market, the influence of Alipay's platform business ecology of "closer to money" on seeking certainty in the advertising market can not be ignored. On the one hand, the accumulation of long-term payment and service data gives Alipay a natural advantage in accurately reaching users. Take student users as an example, in the past payment service, Alipay accumulated 60% of college students across the country to enjoy the "student price" through Alipay certification, with a large number of real and reliable population data. For advertisers, in Alipay high net worth people, the corresponding consumption power crowd is "visible", which is critical to the accuracy of advertisers and the improvement of input-output ratio. On the other hand, Alipay also has the possibility of "catching" consumers with shorter links around payment scenarios. Liu Zheng, marketing director of Alipay Advertising Division, revealed that settings such as "one yuan plus purchase" have a significant effect on commodity transactions in the process of user payment, and on the "payment success" page, many brands and merchants also quickly complete the customer acquisition and re-transformation of users through the issuance of coupons. At the same time, overlaying Alipay's "sesame credit" and other tools, Alipay also has more advantages in providing capabilities such as "enjoy first and pay later". The report data show that in the past year, the number of gyms using the "enjoy first and pay later" program has doubled, and the service providers of fitness, beauty salon and other industries on Alipay have increased by nearly 80% compared with the same period last year. While lowering the threshold of consumer consumption by using the attributes of the platform, Alipay completed the boost to the transaction.

In this super App, which has nearly 4 million Mini Program posts and more than 150 vertical service scenarios, more new business models may be explored. It is understood that Alipay campaign, member channels and other characteristic positions are most favored by advertisers, and have launched traffic, products, IP and other aspects of cooperation. At the same time, sports events, leisure exhibitions, outdoor tourism and other quality services that are closer to the lifestyle of young people are also gradually taking root in Alipay. "can you combine our ads with Alipay's offline scenes?" Liu Zheng revealed that many advertisers have more expectations for Alipay. Through the distribution of QR codes, online and offline red packets and other forms, Alipay has accumulated a lot of online and offline resources in the past, and in the future, with the improvement of the ability of Alipay advertising platform, it may provide unique value for brand crowd tag analysis and re-reaching users. "We are now running one after another, running in a very fast direction." Liu Zheng said. For the young Alipay commercialization team, the challenge is still arduous, but the platform's commercial imagination also has a huge burst of space. Zhu Xing, general manager of Alipay Advertising Division, revealed that in 2024, Alipay will continue to increase the opening of commercial traffic and scene coverage, and the newly upgraded "Alipay lights" commercial promotion platform will add video channels. It is expected that the scale of commercial traffic will increase by 1.5 times compared with 2023. On the way to commercialization, the new actions of Alipay are worthy of attention.