Tencent trumped Alibaba in the “red envelope war” to lure users on to the companies’ competing mobile payment platforms during the lunar new year holiday.，今天小编就来聊一聊关于阿里巴巴行业竞争力?接下来我们就一起去研究一下吧!
阿里巴巴行业竞争力
Tencent trumped Alibaba in the “red envelope war” to lure users on to the companies’ competing mobile payment platforms during the lunar new year holiday.
腾讯(Tencent)在中国农历春节期间的“红包大战”中击败了阿里巴巴(Alibaba)。在这场大战中，双方都希望通过“红包”将用户吸引到自身的移动支付平台上来。
Users of Tencent’s WeChat mobile messenger sent 1bn red envelopes on lunar New Year’s eve, February 18, compared with 240m sent through Alipay Wallet, the app linked to Alibaba’s mobile payment service.
在2月18日除夕夜，腾讯的微信(WeChat)用户发送了10亿个红包。相比之下，通过阿里巴巴的支付宝钱包(Alipay Wallet)发送的红包只有2.4亿个。
The virtual red envelopes — hongbao in Chinese — are inspired by the Chinese holiday tradition of gifting cash-stuffed envelopes to friends and family.
这种虚拟红包的灵感，源自中国用装有现金的信封向亲友送礼的节日传统。
Z-Ben Advisors, a consultancy that tracks China’s investment management industry, said the holiday promotion marked a coup for Tencent, which processed only 10 per cent of Chinese mobile payments in the third quarter last year, compared with 83 per cent for Alipay, according to iResearch.
咨奔商务咨询有限公司(Z-Ben Advisors)表示，对于腾讯来说，这次春节假期的促销活动是一次意外胜利。根据艾瑞咨询(iResearch)的数据，去年第三季度，腾讯只占中国移动支付市场10%的份额，而支付宝占据了83%的份额。
“Z-Ben Advisors would not be surprised to learn that this year’s hongbao promotion attracted another 100m-200m clients (and their bank details) for WeChat. Alibaba’s gains are likely to be less impressive,” the consultancy wrote on Thursday.
该咨询公司周四在一份报告中写道：“我们对腾讯今年通过抢红包活动再吸引一到两亿微信客户（以及他们的银行账户信息）并不奇怪。相比之下，阿里巴巴的增长则可能没那么让人印象深刻。”
Key to Tencent’s success was a tie-up with state broadcaster China Central Television, whose New Year’s eve gala is the country’s most-watched TV programme. At specific moments during the broadcast, WeChat users could shake their phones for a chance to win cash gifts.
腾讯成功的关键，在于与官方的中国中央电视台(CCTV)展开了合作。中央电视台举办的除夕晚会是中国收视人数最多的电视节目。在晚会过程中的特定时刻，微信用户能通过摇晃自己的手机赢取现金礼品。
At one point during the broadcast 810m WeChat users shook their phones within a single minute, Tencent said.
腾讯表示，晚会期间，晃动手机的微信用户数一度达到每分钟8.1亿人次。
Analysts say WeChat’s strong position in mobile offers an opportunity to seize market share from Alibaba. Alipay’s advantage stems from its integration with Alibaba’s Taobao and Tmall ecommerce platforms.
分析师表示，微信在移动产业的强势地位，为它提供了从阿里巴巴手中争夺市场份额的机遇。而支付宝的优势，则源自与同属于阿里巴巴的淘宝(Taobao)和天猫(Tmall)电子商务平台的整合。
Long before smartphones were ubiquitous, millions of online shoppers were already using PCs to link their bank cards to Alipay and pay for purchases on Taobao.
早在智能手机普及之前，数百万网购者就已经通过个人电脑，将他们的银行卡与支付宝关联，用于在淘宝上购物。
But the rise of the mobile internet has created a new opening for Tencent. WeChat boasted 468m users by the end of September, compared with only 190m for Alipay Wallet, though many WeChat users have not yet linked their bank cards.
然而，移动互联网的崛起，为腾讯创造了新的机遇。截至2014年9月底，微信用户已达到4.68亿。相比之下，支付宝钱包的用户只有1.9亿，尽管许多微信用户并未将账户与银行卡关联。
Still, some analysts question whether WeChat’s momentum can continue after the holiday. Among both online and offline retailers, Alipay remains more widely accepted than Caifutong, the Tencent payment platform linked to WeChat.
不过，部分分析师质疑微信的增长势头在春节假期之后能否持续。与微信关联的腾讯支付平台财付通(Caifutong)相比，不论是对线上还是线下零售商来说，支付宝的接受程度都更高一些。
“Even though Tencent locked in a lot of bank cards, they still have a problem with how to monetise,” said Zhang Yi, chief executive of iiMedia Research, a consultancy focused on the mobile internet. “They’ve invested a lot in hongbao but they don’t have much income to show for it.”
关注移动互联网的艾媒咨询(iiMedia Research)首席执行官张毅表示：“就算腾讯能关联许多银行卡，他们仍难以将其转变为现金收益。他们已在‘抢红包’活动中投入大量资金，却没有太多收入可言。”
Both Alibaba and Tencent hope that once hongbao and other promotions hook users and their bank accounts into their respective mobile payment systems, the internet groups can effectively market other financial services such as banking and fund management.
阿里巴巴和腾讯都希望，一旦通过“抢红包”及其他营销活动能促使用户将银行账户与移动支付系统相关联，它们就能有效推销银行及基金管理等其他金融服务。
Alibaba and Tencent are among a group of companies that China’s banking regulator has approved to launch privately owned banks. Tencent’s WeBank formally launched last year, and Alibaba’s Zhejiang Internet Commerce Bank, also known as Ant Bank, is expected to begin operations this year.
阿里巴巴和腾讯都已获中国银行监管机构批准，可以推出民营银行服务。去年，腾讯正式推出了微众银行(WeBank)。而阿里巴巴的浙江网商银行(Zhejiang Internet Commerce Bank，也被称作“蚂蚁银行”)也将于今年开始运营。
“Nothing is more important to Ant Bank and WeBank than acquiring banking customers as quickly as possible, by any means necessary. Both groups have or can build infrastructure to make banking customers profitable quickly,” says Z-Ben.
咨奔商务咨询表示：“对于蚂蚁银行和微众银行来说，没有什么比以任何必要手段尽快抓住客户更重要的了。至于从银行客户身上尽快盈利的基础设施，这两家集团要么本来就有，要么完全有能力建起来。”
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