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UNDERSTAND THE SUPER
MOBILE APPS IN CHINA
MIN WANG
WOMEN TECHMAKERS BERLIN JULY 2019
Survey : Have you been
to China in the past 3
years?
A day in
China
with my
mobile
A day in
Europe
with my
mobile
vs
Metro ticket
Farmer’s Market
Parking fee Jail service
Toll fee Digital ID
…...
+ +
+
+ + +
≈
≈
>
Apps in common
Why the differences?
Are the needs different?
Where to eat
What to do to have fun
How to make reservation
How to handle my utilities
…
Alipay by AlibabaWechat by
Tencent
Meituan by
Meituan Dianping
Meet the super apps in China
Source: What is a WeChat Shop? https://walkthechat.com/wechat-shops/
Wechat: from messaging to content to commerce
Alipay: the go-to everyday app in China
Source: Internet Report 2019 https://www.bondcap.com/report/itr19/
Meituan Mobile App Functions vs. Relevant US Peers
Meituan: the Amazon for service
Meituan Dianping
How do these super apps
become what they are
today?
Understand China in the
past 10 year
DEVICE
LABOR
CONSUMER
The real strengths of the
super apps
The super apps are unlocking
enormous user insights
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
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
The super apps are going all out
connecting with everyday life
scenarios
What are we talking about when
we talk about Alipay and Wechat
Pay?
“Nobody goes shopping just to use
mobile payment”
CEO of Ant Financial (Alipay )
Forming the habit of payment on
the go by investing on high
frequency mobile use cases
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
Super apps are the major
enablers of the omnichannel
experience
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/
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
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
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/
Meituan Dianping delivery rider order-tracking
Source: “Meituan Dianping Global Offering” https://www1.hkexnews.hk/listedco/listconews/sehk/2018/0907/ltn20180907011.pdf
Are the user needs that
different in China and in
Europe?
And one more thing,
data privacy...
Recap
My Linkedin

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Understand the super apps in China

  • 1. UNDERSTAND THE SUPER MOBILE APPS IN CHINA MIN WANG WOMEN TECHMAKERS BERLIN JULY 2019
  • 2. Survey : Have you been to China in the past 3 years?
  • 3. A day in China with my mobile A day in Europe with my mobile vs
  • 4. Metro ticket Farmer’s Market Parking fee Jail service Toll fee Digital ID
  • 5. …... + + + + + + ≈ ≈ > Apps in common
  • 6. Why the differences? Are the needs different?
  • 7. Where to eat What to do to have fun How to make reservation How to handle my utilities …
  • 8. Alipay by AlibabaWechat by Tencent Meituan by Meituan Dianping Meet the super apps in China
  • 9. Source: What is a WeChat Shop? https://walkthechat.com/wechat-shops/ Wechat: from messaging to content to commerce
  • 10. Alipay: the go-to everyday app in China
  • 11. Source: Internet Report 2019 https://www.bondcap.com/report/itr19/ Meituan Mobile App Functions vs. Relevant US Peers Meituan: the Amazon for service
  • 13. How do these super apps become what they are today?
  • 14. Understand China in the past 10 year
  • 16. LABOR
  • 18. The real strengths of the super apps
  • 19. The super apps are unlocking enormous user insights
  • 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. 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. The super apps are going all out connecting with everyday life scenarios
  • 23. What are we talking about when we talk about Alipay and Wechat Pay?
  • 24. “Nobody goes shopping just to use mobile payment” CEO of Ant Financial (Alipay )
  • 25. Forming the habit of payment on the go by investing on high frequency mobile use cases
  • 26.
  • 27. 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
  • 28. Super apps are the major enablers of the omnichannel experience
  • 29. 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/
  • 30. 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
  • 31. 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
  • 32. 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/
  • 33. Meituan Dianping delivery rider order-tracking Source: “Meituan Dianping Global Offering” https://www1.hkexnews.hk/listedco/listconews/sehk/2018/0907/ltn20180907011.pdf
  • 34. Are the user needs that different in China and in Europe?
  • 35.
  • 36.
  • 37. And one more thing, data privacy...
  • 38. Recap