The “no cash society†is getting closer and closer to us. “Payment†has become more and more convenient, and “collecting money†has faced more challenges.
Aggregate payment is a new trend that is booming. There are many early-stage players in the market, such as collecting money, Le Hui, 哆 labao, Qian Fang, etc., including the recently officially used UnionPay aggregation code products.
This article mainly takes the US group reviews as an example to analyze the changes brought about by the related products for the catering market.
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01
Grasping the "new troubles" brought about by new technologies
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With the high popularity of mobile payment, the normal state of "a mobile phone travels all over the world" has gradually declined from the first-tier cities to the second- and third-tier cities.
However, while it is convenient to pay, highly fragmented payment methods also bring a lot of difficulties to the business:
During the peak period, there are many people who queue up to scan the code. Wechat, Alipay, POS card, etc. are intertwined. Everyone has to "pay me to see it", and the efficiency is still not ideal.
There are hidden risks in confirming the receipt of the merchant: some customers will fail to pay when they leave the store, and some criminals will steal the merchant QR code to steal the benefits.
Some customers still have other payment means such as credit card and cannot be solved on one device.
The payment assumes more functions of collecting customer consumption information for a new step of big data analysis, adjusting business strategies, and marketing.
Aggregate payment is the solution that came into being.
For example, the US Mission Smart POS, Aggregate Swipe, WeChat, Alipay, UnionPay Cloud Flash Pay, Apple Pay, Meituan Review Client and other current mainstream payment methods can truly realize one store and one machine, achieving convenience, aggregation and high efficiency. Cashier, improve cashier efficiency, save costs, and increase turnover rate.
This is why the 2016 Wuzhen World Internet Conference, the US Mission Intelligence pos, has received attention from all parties and landed on CCTV.
Subsequently, the US group commentary has successively launched a small white box, two-dimensional code and other aggregate payment products suitable for different formats and consumption scenarios to meet the needs of different businesses -
The smart POS focus head waist business is more popular with the dine-in food; the small white box directly hits the pain points of fast checkout, which is more suitable for short-food restaurants and beverage stores; the portable QR code is aimed at small but large quantities of small shops. .
To put it simply, similar brands such as Quanjude, green tea, and Wangjing waist are more popular with Meituan Smart POS. Small stores like Zhengxin Chicken Steak use a lighter weight QR code to solve the cashier problem. The small white box that avoids the amount of passwords, swept away, and supports voice reminders is widely welcomed in fast-food merchants, supermarkets, and high-end online red drinks shops with large orders.
02
Efficient and safe charm
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In November 2016, the World Internet Conference, the US group's evaluation of the payment payment product intelligent pos machine just came out, it was launched on CCTV news.
This year's World Internet Conference, Wuzhen has seen the efficient and convenient aggregation payment products such as the US Mission Smart POS, Small White Box and QR Code.
▲ Small white box used in “City Life Coffee†in Wuzhen
◠The “Analysis of the Financial Services of 2017 China Food and Beverage Market†released by Analysys at the end of October showed that the Group’s smart POS, relying on the growth rate of its peers, became the preferred POS for catering owners, and reached the first place in the catering market.
â— At the end of November, Meituan Smart Payments announced that the number of single-day transactions exceeded 5 million, from the incremental and stock markets, becoming the first place in the aggregate payment catering industry.
â— In early December, Yan Zhijun, deputy general manager of WeChat Payment, mentioned that the US group comment has become the largest partner in Tencent WeChat payment online market.
Recently, the US group comments have won three first in the field of food and beverage receipts. The US group commented on how the offline product receipts "conquered" the discerning catering business, and went from the online to the first in a year?
The use effect of the merchant is the touchstone for truly detecting the quality of the product.
The green tea restaurant, which is famous for its high turnover rate, used smart POS in all stores at the beginning of this year to realize online cashier, aggregate all-channel cashier, and greatly enhance the efficiency of the store through value-added functions such as marketing, verification, and take-out orders. And experience.
Consumers don't have to go to the checkout counter to pay at the table. It takes a few minutes to settle the account once, and now it can be paid in 0.1 seconds, up to 30 seconds before and after, and the efficiency has been greatly improved. Even if consumers use different payment methods during peak hours, the cashier will not be in a hurry.
The Zhengxin chicken ribs with Wanjiadian store are small but the cashier is very fast. At present, all the direct-operated stores are equipped with “Meiguan QR code†to improve the efficiency of the cashier, and at the same time strengthen the service and management of the store. It is understood that in the stores using the US group two-dimensional code, the current 50% flow through the "Mei group QR code", effectively improve the efficiency of the cash register and reconciliation.
More efficient and convenient, it is one aspect of capturing a number of merchants. On the other hand, the integration of consumers, merchants and data through the payment link can provide more business and marketing empowerment for merchants, and is also the advantage of the US group's aggregate payment products. After the consumers pay for a variety of products such as the US Mission Smart POS, they can receive the coupons one-click, and the merchants write off the smart ones to form a marketing closed loop.
Take the cousin tea restaurant as an example. On October 1st, the restaurant created “festival marketing†in the background of Xiaomei’s member marketing. After consumers use the Meite Smart POS or QR code to pay, they can enjoy 30 yuan less. 5 yuan discount.
At the same time, the restaurant is still publicized on WeChat public. Consumers can pay for the card coupons by paying attention to them, and can share the card coupons by forwarding red envelopes, which not only attracts customers to the second consumption, but also brings new customers to the restaurant. consumption.
Through the cooperation with the US group, the cousin tea restaurant issued a total of 10,000 coupons, the coupon rate was as high as 86.9%, and the write-off rate was nearly 60%. In addition to stimulating the consumer's return rate, the restaurant's table consumption increased from 78 yuan before the event to 92.
A coupon for the restaurant brought 2,113 tables to the restaurant, inciting 200,000 yuan in water and absorbing 4,156 fan members.
Starting from the requirements of cash register and reconciliation, the group's aggregated payment products can also provide value-added services for merchants, empowering catering businesses through value-added services, and gradually realize queuing assistants, booking assistants, cashier system docking, take-out orders and artifacts. Processing, voice response and other functions, but also based on an open platform, continue to improve electronic invoices and other functions.
03
In the future, Internet companies will empower all walks of life.
Solve the "pain point" of traditional enterprises
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At this year's Wuzhen World Internet Conference, Ma Huateng emphasized the Internet's "energy". In October of this year, when the US delegation announced the completion of a new round of financing of 4 billion US dollars, it also emphasized the empowerment of traditional industries.
In fact, since entering the second half, “deepening the industry chain and empowering offline merchants†is an important direction for the US group comments.
Through cooperation with Tencent, etc., the US group reviews can bring various services such as cashier and marketing to the merchants, and help IT and marketing upgrades of offline businesses. As mentioned above, the US group's review of the receipt products has brought many aspects of empowerment to the business, and also benefited from this comprehensive and continuous cooperation.
It is understood that in addition to the US Mission Smart POS, QR code, small white box and other payment products, Meituan commentary has a number of measures in the catering field, providing more 280 million annual active buyers and 5 million annual active merchants. Empowerment service.
For example, the US group commented on the promotion of “Promotion Pass†in Beijing in July this year, and strengthened “Co-Line Marketing online and offline integrated marketingâ€; according to public data, the current US group reviews also passed the catering open platform, which has connected 1000 countries nationwide. There are 619 restaurants and ERP service providers.
Qi Zhijun, deputy general manager of WeChat Payments, once said, “Mei Tuan Comments Online pays for the catering field, aggregates efficient product experience, and intelligent and expandable product performance. It can quickly cover the catering market with the solutions provided by Tencent WeChat payment, for catering businesses. Better service, this is why we are working with US Mission to promote offline payment services."
The US group reviews with the largest B-end merchant resources and WeChat with the largest C-side user resources will undoubtedly use externalities to create more possibilities.
As one of the main "combat fields" of the US group, the catering market will certainly have more possibilities of being empowered, and more "pain points" will be solved. This is exactly what catering owners want to see.
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