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WeChat cites charges for social users to commercial conversion

via:CnBeta     time:2017/11/8 8:01:36     readed:71

Over 5000 yuan will be charged next month repayment

November 7, Beijing Commercial Daily reporter noticed that WeChat in the "credit card repayment," a common question column quietly linked to "on the WeChat credit card payment rules," provides that since December 1, 2017, the For each user, each month of natural monthly repayment of more than 5,000 yuan at 0.1% charge (minimum 0.1 yuan), not more than 5,000 yuan part is still free.

Specifically, the total monthly repayment of 5,000 yuan per person does not charge any form of fees; multiple WeChat account under the same ID card, a monthly fee of 5,000 yuan to share; fee in the user repayment operation And pay the amount to be paid; In addition, repayments for others, occupy the payer's repayment of free credits, do not take up the repayment side of the free quota.

It is understood that WeChat credit card repayment isTencentTenpay and major credit card center jointly launched a third-party repayment platform to support 52 bank credit card repayment. Currently, with Alipay to credit card repayments, still free. In addition, many commercial banks mobile banking transfer, repayment business is also free.

For the above charging action, TenPay said in reply to the Beijing Commercial Daily reporter that every payment made by the user will have a channel fee paid. TenPay has been subsidizing this. With the rapid growth of credit card repayments, subsidized payment channel fees have also increased substantially. In order to properly balance costs and sustainability, business rules will be adjusted.

In the view of analysts, WeChat credit card payment impact is not significant. Xue Hongyan, a senior researcher at Suning Financial Research Institute, said that according to the regulations, the repayment of more than 5,000 yuan will only be charged. In real life, many people's repayments are not so big.

Payment giants into the charging stage

Appears in the financial analyst Wang Pengbo Analysys, WeChat payment of this move will be affected for large repayments, but also affect the user stickiness.

In fact, last year wechat withdrawal has started to charge. In February 2016, WeChat issued the "Notice Concerning Adjustments for Transfer Charges to Fetch Charges", saying that as of March 1, WeChat payment will start to charge a fee of RMB0.1 per withdrawal. On the same date, fees will be charged on the transfer function. Wang Pengbo said the payment giant after pre-subsidized to seize the market, began to save costs.

That time, weChat response also said that in order to save costs. "For a long time, every charge and cash withdrawal made by WeChat paid a fee transaction to the bank, regardless of the amount it paid." The charge for cash withdrawal is not a move of WeChat payment to pursue revenue but to pay bank fees. Subsequently, Alipay also announced in September last year to join the charging camp. From October 12 last year, Alipay formal implementation of withdrawals. According to the regulation, Alipay will charge 0.1% service charge for the withdrawal of individual users beyond the free quota, and each individual user will enjoy a basic free cash withdrawal limit of 20,000 yuan per person.

Insiders pointed out that free Internet finance has been the "selling point", WeChat, Alipay and other platforms is the free market quickly occupied the characteristics. At present, the traditional banks started playing "free cards". In July last year, 12 banks including CITIC, Minsheng and GF issued the Network Financial Alliance of Commercial Banks, announcing the transfer of electronic channels such as bank mobile banking and personal online banking among alliance banks Fees charged.

Seek social users to business transformation

In the view of analysts, the WeChat move in addition to cost savings, there are more strategic considerations. Wang Pengbo pointed out that Tencent has always wanted to transfer the user's attributes from social to business needs.

As early as October 2015, WeChat payment began to charge for the transfer transaction. When the monthly transfer per person + face-to-face payment exceeds 20,000 yuan, the excess fee will be charged according to the standard of 0.1%. In the withdrawal fee introduced since March last year, WeChat stipulates that users will not charge a fee for the purchase of MoneySmart products directly with "change money". Redemption of funds will be returned to "change" but withdrawal from "change" to a bank card Charges will apply. If you use a bank card to purchase MoneyTech products, you will only be able to use the MoneySmart Bonds security card to purchase. Redemption of funds will be returned to your security card. There will be no charge for cash withdrawal.

In this regard, Suning Financial Institute senior researcher Xue Hongyan pointed out that whether it is before the cash withdrawal or credit card charges, in the cost savings behind, WeChat want to make more funds in its own system of circulation.

Alipay has always wanted to strengthen the user's social viscous, WeChat has also been strengthening the user's commercial properties. Starting from September 4, WeChat Payments will open the new Capitals Pass Test. It is understood that Tencent is undergoing whitelist testing, and recommended to some of the customers change the pass, you can always pay and enjoy the proceeds. Commenting on the significance of change through the WeChat account, Wang Pengbo pointed out that Changeless Pass is actually a gap that complements WeChat's payment and can also streamline and enhance user stickiness for other business segments under the WeChat system to further improve the financial ecosystem Build.

In fact, WeChat payment is triggered by WeChat Red envelopes. In addition, WeChat has set up a variety of application scenarios such as mobile phone recharge, credit card payment, MoneyTalk, and living payment in the "wallet", but its user stickiness has been weaker and more Users are still accustomed to the bank or Alipay to complete the consumption of similar scenarios. The industry believes that many actions this year, WeChat can see the layout intent. 2017 is WeChatAppletYear of the outbreak, more and more businesses began to join. In addition, WeChat also launched a small red envelope - "red envelope store", the red envelope social games from the online introduction of offline scenarios, to enhance the user to store rate and repurchase rates. It is understood that the "Red Packet Store" has covered over 300 brands in China. KFC, McDonald's, Burger King, Sinai's tea, hi tea, Wanning, the United States and IKEA brands have joined.

It is noteworthy that, after the WeChat cash withdrawal measures have caused a lot of controversy in the market and users. Therefore, in this credit card payment adjustment, Weixin also launched two preferential measures: December 1, 2017 - 31, for fee remission activities. The total monthly repayment of less than 20,000 yuan per person, all fee reductions; Irregular fee reduction and preferential treatment: the use of scheduled financial repayments, or micro-credit card repayment platform for continuous repayment of 3 months and above, from time to time to enjoy the formalities Fee random relief discount.

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