Alipay's pan-financial business track is gaining momentum

Alipay's pan-financial commerce track is hot. If you are also interested in Alipay's pan-financial commerce track, come and take a look!

"In the past six months, the number of accounts opened by pan-financial quotient authors has increased sixfold, the number of creators with more than 10,000 followers has increased by 53%, and the average monthly playback volume of pan-financial quotient content has increased by 18 times. At the same time, more than 150 securities companies and fund companies have settled in Ant Fortune accounts to provide users with financial quotient education and companionship services, and the content released by various institutions and creators has increased by 2.5 times a year."

On April 11, Alipay released its first “Alipay Platform Business Vitality Report”. The report shows that financial business has become the fastest growing content vertical category on Alipay, and many financial business content creators regard Alipay as a new growth track.

It is not difficult to see that after more than a year of content layout, Alipay has slowly found its own mental track, and the reasons behind this are not difficult to understand:

As we all know, the first consensus of this generation of young people is to make money seriously. Looking back at 2023, nothing can arouse the enthusiasm of young people more than the word "making money". For this reason, in addition to actively exploring various ways to make money and putting them into practice, they also have a high enthusiasm for all kinds of sharing content related to "making money", and Alipay has begun to aggressively attack content under such a " making money" craze. The natural attribute of "closer to money" not only quickly attracted pan-financial creators to come and work, but also made many users who are keen on making money regard it as a trustworthy "cyber wealth temple".

As a latecomer, Alipay is still building and improving its content-oriented path bit by bit, and has already grown vertical content that meets the platform users' mental content - pan-financial quotient. What is pan-financial quotient? It refers to finance, business, real estate, wealth thinking, and everything you can imagine that is related to money. This is inseparable from Alipay's long-term accumulation of payment + financial mentality, which gives Alipay the advantage of being "closest to money" and provides a natural soil for the growth of pan-financial quotient content.

01 Falling in love with “making money”, young people flock to Alipay to read financial content

More and more young people are appearing in the temples of the God of Wealth, which are full of incense, and in the popular lottery shops. The desire of this generation of young people to "get rich" and "get rich quickly" is getting stronger. In addition to "seeking wealth" offline, they are also actively looking for their own paradise for wealth online. In addition to managing their finances on Alipay, watching pan-financial content has gradually become the choice of many young people.

Entrepreneurial blogger @一姐紫薇 has 6 years of experience in the catering industry.

Last September, she saw the potential of Alipay's content startups and began sharing her daily life in a noodle shop on the platform, setting a goal of opening 200 stores a year. In the video, she not only updated the real-time progress of her store opening in detail, from store site selection and decoration to cost and profit calculation, but also enthusiastically shared practical catering entrepreneurship experiences such as "How to retain repeat customers in the catering industry" and "8 ways to fail in catering entrepreneurship".

The authentic and practical content quickly attracted many Alipay users to watch. In the video comment area, some users became "cloud shareholders", always concerned about her store opening progress, and made pertinent suggestions from time to time, focusing on companionship growth; some users "learned from her" in her videos, hoping to accumulate experience for their own future entrepreneurship.

On Alipay, there are many financial creators like @一姐紫薇做餐飲 who are popular among young users.

Kas found that various types of content on Alipay, such as interpretation of financial hot spots, observation of business behavior, business stories, and business tips that are closer to making money for ordinary people, have been recognized and loved by users. Among them, those born after 2000 are more concerned about business tips and like to watch "making money" videos; those born after 1980, 1990 and 1995 are most concerned about business stories.

Last June, @败家财经 chose to settle in Alipay after seeing the natural fit between financial content and the tonality of the Alipay platform, and continued to interpret financial hot topics, which attracted the attention of many users. Among them, a video analyzing whether Zibo barbecue has passed its popularity from a financial perspective has been played more than 700,000 times and received 36,000 likes. Later, it released a series of financial hot topics such as "Why young people live in nursing homes", "Why the three major e-commerce platforms only refund", "The one-price gold scam", and "The Malatang economics of the 400 million middle class", and each video attracted many Alipay users to like and discuss.

@商業小紙條real focuses on the output of business information and business cases. Previously, he released a video titled "College Student Entrepreneurship, the Most Awesome Egg Seller", which tells the story of a graduate of Renmin University of China who returned to his hometown to start a business, helped local farmers set up a new cooperative to sell eggs, and finally succeeded. This video inspired many users, and many users shared their experiences in the comment area, expressing that they were very encouraged.

The business report of the Alipay platform shows that in the past six months, the number of users consuming financial content has increased by more than 300%, and the total amount of content interaction has increased by 400%, which shows the popularity of its content.

02 Why has “pan-financial quotient” become Alipay’s advantageous track?

Why do more and more people like to read financial content on Alipay? The reason behind this is not difficult to understand.

According to iResearch, as early as 2020, financial information has become the fourth most popular content for Chinese short video users, ranking at the top along with entertainment, film and television, etc. In recent years, with the changes in the economic environment, we can clearly feel that ordinary people's desire for wealth has become stronger, especially among young people:

Hardworking office workers take advantage of the popular "street stall economy" in their spare time and set up stalls to sell starch sausages, bracelets, and small cakes. Although it is tiring, they can earn extra income from side jobs.

Those who don't want to invest are more willing to make money by relying on their skills, such as filming, photo editing, video editing... Young people say that as long as the "boss" needs it, they can learn anything.

Even college students who haven't graduated yet have opened "dorm nail art" shops, earning more than 10,000 yuan a month and buying their first car.

Young people who have deeply realized that "making money is not easy" are becoming more and more concerned about topics such as investment, entrepreneurship, and side jobs. The demand for financial content among short video users has undoubtedly increased, and has even become more urgent.

In this environment, the emergence of pan-financial business content on Alipay has undoubtedly taken on this urgent need in a timely manner. And from multiple perspectives, it seems more natural that pan-financial business content is loved by young people on Alipay.

On the one hand, Alipay currently has more than 1 billion users, almost 1 in 2 people use Yu'ebao for financial management, and more than 200 million people exchange financial management experiences in the financial management community. Being close to money and having long-standing payment + financial mentality make Alipay's overall platform attributes and scenario mentality more in line with pan-financial business content.

On the other hand, pan-financial content is not a "mainstream" category on other mainstream platforms. Previously, when it comes to pan-financial content, it is difficult for users to immediately think of the corresponding platform. This is a user habit brought about by the attributes of different platforms. But on Alipay, a platform that is indispensable to daily life and is used frequently, we usually use functions that are closely related to money and life. It already has the trust of users in financial services. In addition, Life Account is currently connected to various scenarios on the Alipay side. Many users have gradually developed the habit of browsing content on it, which further provides fertile soil for the growth of pan-financial content . Many users said that I originally came to feed the "chickens" but I watched "college students" start businesses and sell eggs in Life Account for an afternoon. Watching others "making money" has become a new way for me to relieve stress.

From the perspective of creators, Alipay undoubtedly provides them with a sufficiently "superior" creative environment.

Frankly speaking, at this stage, most of the content of pan-financial content creators lacks sufficient competitiveness on mature content platforms, and it is difficult to attract users' attention from a variety of entertainment content. At the same time, because it is difficult to accurately locate the target audience, even if attention is gained, it is often impossible to grasp it, resulting in a waste of popularity. However, on Alipay, this situation will be significantly improved. According to the report, "1 out of every 5 ' Baoyou ' likes to watch pan-financial content", such a user group is not only considerable in number, but also extremely valuable, which can provide creators with a more accurate target market.

In addition, Alipay also provides a broader imagination space for the issue of monetization, which is the most concerned issue for creators. In addition to traditional monetization methods such as creative incentives and advertiser orders, thanks to the platform's complete financial business ecological closed loop, users' consumption links are shorter, and there will be many more possible monetization methods and channels in the future. Under multiple favorable factors, it will also promote the further increase of pan-financial content creators, thereby continuing to drive pan-financial content to become a unique highlight of Alipay's content ecology.

It is worth mentioning that in the current market environment, many banks and securities companies in the financial field have also taken the initiative to deploy short videos and live broadcasts, but because the positioning and attributes of traditional short video platforms are quite different from those of the financial industry, many deployments and attempts have been disappointing. Alipay itself has a mature financial transaction mentality, and its pace of contentization is accelerating, making it more advantageous than any other content platform in terms of general financial content.

03 Who can seize the content dividend of Alipay?

Over the past year or so, we have seen Alipay running rapidly on the road to content creation: in July 2022, Alipay announced the upgrade of Life Account and launched the "Life Channel" in the bottom center tab of the app to accelerate the construction of the platform content ecosystem; since June 2023, the platform has successively released a number of incentive policies to introduce high-quality creators; in November, UGC was fully opened, and Life Account was officially open to all content creators.

At this stage, the platform's infrastructure has matured, and the content has become more and more diverse. Many creators have earned their first pot of gold on the platform : for example, the store exploration blogger @传说中的波仔, who has joined Alipay for less than a year, has achieved a monthly income of nearly 50,000 through the platform's profit-sharing plan. In his opinion, "Alipay's cash incentives are the highest among all platforms"; @小张鹤 from Harbin, although currently has only 74,000 fans, but during this year's Five Blessings period, through the platform's "Five Blessings Activities" The additional traffic and cash sharing, earned more than 200,000 yuan in a single week.

Official data shows that currently more than 60% of active authors on the platform have enjoyed profit-sharing incentives, and high-quality authors’ monthly profit-sharing income exceeds 100,000 yuan.

In Kas’s opinion, in the current environment where the short video track is “surviving and dying in a roll”, any new platform with incremental growth is worth a try for creators, especially since the content on Alipay is far from being “rolling” hot.

For top creators, they might as well use it as a new traffic entrance. Even if it is only used as a distribution platform, it can leave more opportunities for themselves. For mid- and tail-end creators, they should make good use of this "window period" and seize the opportunity to grow rapidly when the platform's head effect has not yet been formed and support and dividends are still there.

From the "national electronic wallet" to people's "digital life assistant", we can see that Alipay's path to contentization has always been based on its own advantages. Today, the pan-financial content that meets the platform's mindset has fired the first shot of Alipay's contentization in the rapid growth. Under the premise that various App platforms are now deploying short videos, how to cultivate and make suitable content find "fertile soil" has become a new proposition. Alipay, which has been accumulated for many years, has already provided fertile soil for the survival of pan-financial content, and the image of "digital life assistant" will also bring greater imagination space for traffic commercialization.

Source: WeChat public account "CaasData (ID: caasdata6)"