As the concept of “going cashless” heats up in Chinese society, the country’s two leading mobile payment giants, WeChat Pay and Alipay, have pushed out marketing campaigns to further promote their respective payment apps to be the top destination for Chinese consumers looking to settle their cashless deals.
隨著中國(guó)“無(wú)現(xiàn)金化”概念的升溫，中國(guó)移動(dòng)支付領(lǐng)域的兩大巨頭微信支付和支付寶推出了市場(chǎng)營(yíng)銷活動(dòng)來(lái)進(jìn)一步推廣它們各自的支付應(yīng)用軟件，以期成為中國(guó)消費(fèi)者進(jìn)行無(wú)現(xiàn)金交易的首選軟件。
On July 31, Alipay (under Alibaba Group) announced that it was naming the week beginning August 1 “Cashless Week”; on the same day, WeChat Pay (under Tencent Holdings) picked one day—August 8—and declared it “Cashless Day,” and also nicknamed the entire month “Cashless Month.”
7月31日，阿里巴巴旗下的支付寶宣布把八月第一周定為“無(wú)現(xiàn)金周”；同一天騰訊旗下的微信支付把8月8日定為“無(wú)現(xiàn)金日”，并把整個(gè)八月稱為“無(wú)現(xiàn)金月”。
During the campaign period, both apps provide consumers with a massive amount of “real money” incentives (offered by Alibaba, Tencent and merchants who work with them) in order to reward them for going cashless shopping and, most importantly, for settling deals with their apps.
在該活動(dòng)期間，兩款支付軟件都為消費(fèi)者提供了大量“實(shí)價(jià)貨幣”獎(jiǎng)勵(lì)金（這些獎(jiǎng)勵(lì)金是由阿里巴巴、騰訊以及它們的合作商家提供的）以鼓勵(lì)他們進(jìn)行無(wú)現(xiàn)金購(gòu)物，最重要的是用它們的應(yīng)用軟件進(jìn)行交易。
Alipay users who spend at least two yuan per deal between August 1-3 have the chance to be rewarded with 0.88 – 4,888 yuan (roughly $0.13 – $728). These rewards are accumulative and can be used in the future. In addition, if people use the app to pay more than once each day during the campaign period, they can enter the lottery to receive a random portion of 18,888 grams of gold.
在8月1日~8月3日期間每筆交易至少支付兩元的支付寶用戶有機(jī)會(huì)獲得0.88~4888元獎(jiǎng)勵(lì)金（大約0.13美元~728美元）。這些獎(jiǎng)勵(lì)金可以累積，并用于以后的交易。此外，活動(dòng)期間如果有人每天使用應(yīng)用軟件進(jìn)行一次以上的交易，他們還可以從18888克黃金獎(jiǎng)池中抽獎(jiǎng)，隨機(jī)獲得一份黃金獎(jiǎng)勵(lì)。
Alipay associates the concept of “going cashless” with sustainability, touting the spending behavior to be supportive of the low carbon movement. To further promote the event, it invites many key opinion leaders (KOLs), including the popular teenage boyband TFboys, and frequently engages with Weibo users.
支付寶將“無(wú)現(xiàn)金化”概念與可持續(xù)性聯(lián)系在一起，標(biāo)榜這種消費(fèi)行為是對(duì)低碳運(yùn)動(dòng)的支持。為了進(jìn)一步推廣該活動(dòng)，支付寶還邀請(qǐng)了流行少年男團(tuán)TFboys等眾多關(guān)鍵的意見(jiàn)領(lǐng)袖做代言人，并時(shí)常與微博用戶互動(dòng)。
WeChat Pay, on the other hand, relies heavily on its social network to promote the cashless trend on WeChat. This time, it allows users to share the incentives they gather to friends in the form of red envelopes, coupons and more. Furthermore, merchants working with Tencent can also distribute coupons and rewards through the mini app programs. All money that is collected by users is also accumulative.
微信則主要依靠其社交網(wǎng)絡(luò)（微信朋友圈）來(lái)推廣其無(wú)現(xiàn)金交易方式。這次活動(dòng)，微信用戶可以通過(guò)紅包、優(yōu)惠券以及其他方式向朋友分享獎(jiǎng)勵(lì)金，而且與騰訊合作的商家也可以通過(guò)小程序發(fā)放優(yōu)惠券和獎(jiǎng)勵(lì)金。用戶收到的所有的錢都是可以累積的。
Currently, more than 80 percent of Chinese consumers use Alipay as the primary mobile payment app in China, according to a recent survey. WeChat Pay’s adoption rate is only 25 percent, followed by UnionPay at 20 percent. It remains to be seen if WeChat Pay can catch up with its social media strength.
最近的一份調(diào)查顯示，目前中國(guó)有80%的消費(fèi)者把支付寶作為主要的移動(dòng)支付工具。使用微信支付的比例僅為25%，其次是占20%的銀聯(lián)支付。微信支付是否能跟上其社交媒體發(fā)展的勢(shì)頭還有待觀察。
