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  • 彭博:叫板微信 腾讯一手扶持的美团迈向超级应用业界

    北方IT网 / 凤凰网科技 / 2018-01-25 15:04
    北京时间1月25日消息,彭博社今天刊文称,腾讯控股公司投资的美团点评正在向支付、打车甚至是KTV领域扩张,逐渐成为一款“超级应用”。

    北京时间1月25日消息,彭博社今天刊文称,腾讯控股公司投资的美团点评正在向支付、打车甚至是KTV领域扩张,逐渐成为一款“超级应用”。然而,在打车领域,美团要与腾讯投资的滴滴竞争。在支付领域,美团更是直接与微信厮杀。分析师称,在各自领域的发展已经触顶的情况下,一些创业公司不得不向新领域扩张,这样才能提高估值。未来,越来越多的创业公司应用可能会成为一站式超级应用。

    以下是文章全文:

    美团点评是一家外国人很难弄明白的中国科技公司。

    这是因为,美团的服务并不是很像国外应用。美团有一个类似于Yelp的餐馆点评功能,但是其应用还允许你使用手机点餐。你可以使用美团应用结账,也可以预订KTV包间,选择歌单,然后打车到KTV。

    超级应用

    这些功能使得美团成为了超级应用趋势中的有力竞争者,具备了叫板微信的能力,后者是腾讯旗下应用。讽刺的是,腾讯是美团最重要的投资者之一。美团现在已经是全球估值第四高的创业公司,是新一代后起之秀的代表。这些新生力量威胁到了腾讯、阿里目前维持的舒适的双寡头市场。

    美团的领头人就是王兴,这位雄心勃勃的38岁男人创建了这家估值达到300亿美元的创业公司。作为一名资深创业者,王兴把美团的业务扩大到了餐馆点评、团购以外领域,进入到了数字支付,甚至是打车等新领域。美团已经帮助逾400万商户推广他们的服务,从外卖到租房、旅行,所面向的用户基础相当于美国人口总量。

    图1:美团CEO王兴

    目前,美团还是保持谨慎,强调其业务扩张不是为了抗衡腾讯,只是试水、扩大用户基础。美团战略高级副总裁陈少晖表示,为了实现这一目标,公司将向第三方开放其平台,并计划向至少10个新垂直领域扩张。

    “我们的服务是基于位置的,这就是为何我们希望我们的产品能够覆盖到生活的方方面面的原因,”陈少晖在接受采访时称,“我们是一家专注于快速升级竞争策略的公司,对于在各个领域的试水十分开放。”

    双寡头格局要变?

    过去两年,美团融资73亿美元,成为了许多中国科技行业新贵的代表,从滴滴出行到今日头条。这些后起之秀试图颠覆目前一切围绕着双子星——阿里和腾讯——转动的行业格局。他们在制定自己的发展路线,已经把目光放到了国外市场。例如,滴滴正进军共享单车市场,并收购了巴西头号打车服务。

    美团也已经实现了重大转变。此前,美团被视为腾讯用于抗衡主要对手的一个棋子。作为O2O市场的领头羊,美团点评在2015年由美团和大众点评合并而来。这笔价值150亿美元的交易由腾讯和其他投资者撮合,旨在终止双方在营销和补贴上的烧钱。 阿里随后出售了美团的股份,与关联公司蚂蚁金服创建了口碑。

    “美团和滴滴肯定有自己的野心,”中国数据监测平台信诺数据(TrustData)互联网顾问周鑫(Zhou Xin,音译)表示,“阿里和腾讯一直在密切关注着这些‘小兄弟’,因为即便美团、滴滴现在还没有能力很快颠覆他们,但是他们可能会显著影响行业实力的变化。”

    图2:美团打车

    和滴滴相比,美团似乎更大胆。美团在本月表示,计划在北京、上海等7个城市提供出租车和打车服务。

    由于微信也提供类似服务,腾讯如何处理这种利益冲突值得观察。陈少晖淡化了美团试图对标微信的推测。

    “美团现在已经扩张到了每一个垂直服务领域,”投资顾问公司弘亚世纪驻上海分析师史蒂文·朱(Steven Zhu)表示,“所有这些举措背后的重要逻辑是获得尽可能多的流量。”

    美团进军支付市场

    支付是腾讯重点关注的一个领域,因为它能够让腾讯了解用户的购买行为。易观国际的数据显示,马云旗下支付宝依旧主导中国在线支付市场,截至去年9月底的份额约为54%,但是已经远低于四年前的80%。腾讯现在的份额为40%。

    现在,美团已经开始在其应用中推广自主数字钱包。在美团3亿多用户的支付交易中,美团自己处理了大约五分之一。陈少晖称,腾讯处理了大约60%的支付交易,支付宝和其他支付应用处理大约20%。现在,美团已经将第三方商户和服务提供商连接至自主后端支付平台。

    “我们推广自主支付应用,是因为这会改进经常使用我们平台的用户体验,”陈少晖称。

    图3:饿了么在应用下载量上领先美团

    不过,美团业务的快速扩张可能会让其失去重点。扩张往往需要大量烧钱,这种风险已经在乐视身上体现的淋淋尽致。

    外卖之争

    美团是规模为380亿美元的中国外卖市场的领头羊,其平台上有200万中国餐馆进驻。不过,极光大数据称,阿里支持的饿了么目前在应用下载量上处于领先。

    在旅行上,美团获得了在线旅行巨头Priceline Group的支持,但是依旧落后于携程网和阿里的“飞猪”。在打车市场,美团与腾讯支持的滴滴竞争。

    不过,美团与其同行并没有太多顾及,一心开拓新市场。“在他们追求最大回报之际,各自的领域已经触顶,”周鑫表示,“但是,他们都希望获得更高估值,这就是他们需要扩张的原因。我们很有可能看到,许多应用会变成一站式超级应用。”(编译/箫雨)

    (来源:凤凰网科技



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