The original function of Alipay is a product for payment. The problems it solves and the usage scenarios are relatively simple, and users will easily forget it when it is used up. So in order to increase user usage scenarios and increase stickiness, Alipay can only retain users by making constant changes.
In order to achieve this goal, Alipay has developed from the original payment tool to a later social APP. Adding social functions to Alipay is equivalent to opening opportunities for users, but this does not solve the problems faced by Alipay.
With the proliferation of APPs and the country email list development of small programs, people have blurred the applications, and only through new activities or functions can users increase their desires.
2. In response to the offensive of friends
As we all know, the current payment market is no longer the time when Alipay was the dominant one.
WeChat payment is backed by the strong traffic of WeChat and QQ, forming a rhythm of two parts of the world. Therefore, Alipay needs innovation and breakthroughs to be successful. Alipay also wants to break through from social, but there has been no substantial breakthrough, and engaging with merchants to increase user stickiness still has little effect.
In this case, only a new thing can lead Alipay, and then Ant Forest and Ant Farm came into being.
The more users gather on the Internet, the more traffic will be generated. With the increasing number of financial products, Ali's competitive pressure will undoubtedly increase.
How to create a star-level product has become the most important thing. Ali has many products, and Alipay is undoubtedly one of Ali's star products. In the goal of retaining existing users and activating new users, Ant Forest has achieved a very successful level.
This will undoubtedly drive the continued development of other Ali products, such as Borrowing, Huabei, Yu’ebao, etc.
4. Drive users to do public welfare activities
Ant Forest is a public welfare action designed by the Alipay client for the first phase of the "carbon account": users who walk, travel by subway, pay water, electricity and gas bills online, pay traffic tickets online, register online, buy tickets online, etc. will reduce the corresponding amount of money. , which can be used to raise a virtual tree in Alipay.
After the tree grows, ant ecological partners such as non-profit organizations and environmental protection companies can "buy" the virtual "tree" that the user planted in the ant forest, and plant a real tree in a certain area in reality.