Catch the mobile payment "late collection" Xiaomi Pay is difficult to get out

The mobile payment market has become a must for mainstream mobile phone manufacturers. After Apple Apple Pay, Samsung Samsung Pay, Huawei Huawei Pay, etc., Xiaomi Pay will also be online. Recently, Xiaomi, the founder of Xiaomi Technology, officially announced that Xiaomi Pay is in beta, and Xiaomi Mobile Payment is named MI Pay.

It is worth noting that MI Pay, like Apple Apple Pay, also uses the NFC solution. The NFC-enabled Xiaomi phone can be used, and its interface is similar to Apple Pay. After Apple Pay and Samsung Pay landed in China in February and March of this year, various mobile phones were really on fire. However, after half a year, Apple Pay is faced with a slap in the face.

In the mobile payment market, which is basically paid by Alipay and WeChat, the concept of various mobile phones has gradually cooled down. After the launch of MI Pay at this time, Xiaomi is more like to catch up, and can it have a place in mobile payment? According to Xue Hongyan, a senior researcher at Suning Financial Research Institute, mobile phone manufacturers have launched mobile phone Pay, which is only the realization of its end-user resources, which is better than nothing, and has nothing to do with the payment. He believes that various mobile phone Pays are essentially the application of UnionPay cloud flash payment technology on mobile terminals, which belongs to UnionPay's newly expanded payment transaction scenario, and has not changed the pattern of online payment scenarios for UnionPay and third-party payment. In this process, the mobile phone manufacturer is neither a new incoming person nor a spoiler, but only plays the role of customer diversion and obtains a fee commission in the transaction process.

In fact, when Apple paid to land in the Chinese market, it was once given the vision of “three-point mobile payment world”, but now it seems that the desire is basically lost. According to public data, on the day of Apple's formal entry into the Chinese market, 38 million bank cards were bound, which is equivalent to about one-third of iPhone 6 and above users opening Apple Pay when they first entered the Chinese market. But then it gradually became silent, and Apple did not continue to publish data.

The function and interface are similar to the MI Pay paid by Apple. There is also a threshold for coloring. Xue Hongyan believes that because the usage scenarios are the same, the advantages and disadvantages of each brand mobile phone Pay basically depends on the number of NFC mobile phone users. The more users, the higher the potential transaction volume. He also pointed out that the mobile phone Pay relies on the cloud flash payment technology, and needs to be used with the POS machine with the "flash payment" mark, which is highly overlapped with the use scene of the bank card, which greatly limits the promotion effect.

Some analysts pointed out that compared with Apple Payment and Samsung Payment, Xiaomi has a local advantage. It can establish its own mobile payment ecology through the launch of Xiaomi Payment, accumulate user payment data, and thus derive other financial innovation services to complete the closed loop in the mutual gold field. OK. However, in Xue Hongyan's view, mobile phone Pay is just a payment channel. It can neither build an account system nor precipitate user's payment transaction data. The value of mobile phone manufacturers is mainly reflected in the realization of customer resources and improving customer experience. Therefore, in essence, Xiaomi pays not even belongs to Xiaomi's Internet financial layout. Xiaomi Financial's payment business layout mainly relies on its third-party payment license to achieve.

As early as February of this year, Xiaomi Technology acquired the third-party payment company, Jiefu Ruitong Co., Ltd., and obtained a third-party payment license to enter the payment field. In addition, Xiaomi Technology has a number of Internet financial branches, such as Xiaomi Payment, Xiaomi Credit, Xiaomi Small Loan and Xiaomi Finance. From the perspective of business scope, Xiaomi Technology involves multiple Internet finance fields such as payment, borrowing, credit reporting and wealth management. However, Ma Jun, the chief researcher of the online loan home, told reporters that Xiaomi Technology has spread a wide range in the financial sector, but there is no prominent sector.