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Understand the super apps in China

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UNDERSTAND THE SUPER
MOBILE APPS IN CHINA
MIN WANG
WOMEN TECHMAKERS BERLIN JULY 2019

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Survey : Have you been
to China in the past 3
years?

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A day in
China
with my
mobile
A day in
Europe
with my
mobile
vs

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Understand the super apps in China

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This presentation walks you through the super apps in China, including WeChat, Alipay, and Meituan. How do these super apps become what they are today and what are the real strengths of the super apps.

This presentation walks you through the super apps in China, including WeChat, Alipay, and Meituan. How do these super apps become what they are today and what are the real strengths of the super apps.

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Understand the super apps in China

  1. 1. UNDERSTAND THE SUPER MOBILE APPS IN CHINA MIN WANG WOMEN TECHMAKERS BERLIN JULY 2019
  2. 2. Survey : Have you been to China in the past 3 years?
  3. 3. A day in China with my mobile A day in Europe with my mobile vs
  4. 4. Metro ticket Farmer’s Market Parking fee Jail service Toll fee Digital ID
  5. 5. …... + + + + + + ≈ ≈ > Apps in common
  6. 6. Why the differences? Are the needs different?
  7. 7. Where to eat What to do to have fun How to make reservation How to handle my utilities …
  8. 8. Alipay by AlibabaWechat by Tencent Meituan by Meituan Dianping Meet the super apps in China
  9. 9. Source: What is a WeChat Shop? https://walkthechat.com/wechat-shops/ Wechat: from messaging to content to commerce
  10. 10. Alipay: the go-to everyday app in China
  11. 11. Source: Internet Report 2019 https://www.bondcap.com/report/itr19/ Meituan Mobile App Functions vs. Relevant US Peers Meituan: the Amazon for service
  12. 12. Meituan Dianping
  13. 13. How do these super apps become what they are today?
  14. 14. Understand China in the past 10 year
  15. 15. DEVICE
  16. 16. LABOR
  17. 17. CONSUMER
  18. 18. The real strengths of the super apps
  19. 19. The super apps are unlocking enormous user insights
  20. 20. Data source: Alipay (payment), Taobao (shopping), Eleme (food delivery), Cainiao (courier), Youku (video streaming), Damai (event ticketing), Taopiaopiao (movie ticketing) Source: “数说中国人的夜生活” https://www.weibo.com/1784473157/GuVeulgJV Infographics by Alibaba: user behavior from 9pm to 4am Key takeaways: ● Shanghai tops the sales volume in movie tickets ● Nanjing is the most active city buying book at night ● Fried chicken and BBQ skewers are the most popular late night snack, not crayfish! ● Hangzhou has the highest alcohol sales volume ● With a longer radius, the suburban areas in Shanghai and Beijing show more online activity than the old town ● The average taxi fee through ride hailing app is CNY 28 ● Beijing witnesses the earliest peak in ride-hailing, at 5am
  21. 21. Report by Wechat: user behavior by age group Key takeaways: ● The 00’s generation sleeps late and get up early. They have the shortest sleeping time ● The 90’ generation commute through public transportation most frequently-25 times per month ● The 55+ group has the habit of video chat with children after dinner
  22. 22. The super apps are going all out connecting with everyday life scenarios
  23. 23. What are we talking about when we talk about Alipay and Wechat Pay?
  24. 24. “Nobody goes shopping just to use mobile payment” CEO of Ant Financial (Alipay )
  25. 25. Forming the habit of payment on the go by investing on high frequency mobile use cases
  26. 26. High frequency use cases Low frequency use cases Stickiness A combination of tactics for expansion Generate the traffic Monetize Retain the users On-demand food delivery Restaurant review, group buying, payment POS, ERP for merchants Hotel, travel booking
  27. 27. Super apps are the major enablers of the omnichannel experience
  28. 28. The blurring line between online and offline Alibaba ‘New Retails’ Strategy Digitizing Various Retail Verticals Source: Internet Report 2019 https://www.bondcap.com/report/itr19/
  29. 29. The 3 stages of online to offline (O2O) Non-transactional location based service ● Serve as yellow page ● Crowd-sourced review Group buying service ● Direct traffic from online to offline using low price ● Not sustainable for both the merchants and the customers The new O2O service ● Form the habit of the customers by enabling different scenarios, such as food delivery, taxi-hailing, hospital appointment; ● Enable the small merchants with data mining and IT module Enabler of the user side Enabler of both merchants and the user side
  30. 30. Meituan Dianping’s business model as example of O2O 3.0 Source: “Meituan Dianping Global Offering” https://www1.hkexnews.hk/listedco/listconews/sehk/2018/0907/ltn20180907011.pdf
  31. 31. Meituan Dianping integrated payment system for merchants Source: How Meituan Dianping Became The World’s Most Innovative Company https://www.dragonsocial.net/blog/meituan-dianping-2/
  32. 32. Meituan Dianping delivery rider order-tracking Source: “Meituan Dianping Global Offering” https://www1.hkexnews.hk/listedco/listconews/sehk/2018/0907/ltn20180907011.pdf
  33. 33. Are the user needs that different in China and in Europe?
  34. 34. And one more thing, data privacy...
  35. 35. Recap
  36. 36. My Linkedin

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