If you use a few keywords to summarize the 2023 of this class of young people, "making money" must be on the list.
At 8 o'clock in the morning, young people lined up early at the gate of the Lama Temple in Beijing's Second Ring Road, and they sneered at the marriage tree, but they couldn't kneel in front of the Temple of the God of Wealth. After work or holidays, some people set up stalls to sell starch sausages, and some people provide door-to-door feeding services for cats and dogs.
Young people are keen to make money, not only in their own practice, but also in the continuous enrichment of their "money" knowledge base, which makes short videos related to money become a "digital mustard" sought after by young people.
Previously, the editorial department of the new list had spoken to many creators in the article "Earning Nearly 70,000 Yuan in 3 Weeks, Will You Make Money by Posting Videos on Alipay?", and they said that they had smelled dividends in Alipay. After a few months, the questions that the public is concerned about, such as "who watches short videos on Alipay" and "what are the content characteristics of Alipay", seem to have answers.
"Making money" has become a keyword in Alipay's content track
"I have no intention of falling in love, and I am bent on making money. "In 2023, making money has become the keyword of Alipay's content track.
Recently, Alipay's "2023 Alipay Annual Discovery Report" shows that in the past six months, the average monthly playback volume of Pan-Caishang content has increased by 18 times, and the number of content creators has increased by 6 times.
Source: Alipay official account
The long-term precipitation of payment + financial mentality gives Alipay the advantage of "closest to money" and a natural sense of user trust, which provides the best soil for pan-financial business content related to "money".
In September this year, blogger "Business Note Real" posted a video on Alipay Life with the theme of "College Students Start a Business, the Most Cattle Egg Seller", telling the story of a Chinese Renmin University graduate who returned to his hometown to start a business, helped local farmers set up a new type of cooperative to sell eggs, and finally succeeded, emphasizing that integrity is the most important business skill.
This video received 13,000 likes and 204 comments on the Alipay life account, some netizens said, "Look at this egg, it turns out that I just bought this one", and some netizens asked how to join and start a business together.
Some enthusiastic netizens even incarnated as "cloud shareholders" in Alipay, pointing to the shopkeeper on the other side of the screen, making suggestions for the store, and accompanying the store to grow, they ridiculed themselves for "falling in love with the feeling of helping others make money".
Blogger "First Sister Ziwei Makes Catering" shared her daily life as an ordinary person opening a noodle restaurant on Alipay, and set a goal of opening 200 stores a year. In order to achieve this goal, she updated the real-time progress of almost every detail, from the location and decoration of the store to the calculation of costs and profits, which has attracted the attention of 151,000 fans so far.
In her video comment area, a group of "cloud shareholders" often gathered, some people asked her where she opened a store and wanted to go to study Xi, and some suggested that she could achieve her goal of opening 200 stores with the help of franchise or store-in-store goods model. Seeing that "the first sister Ziwei made a profit" in catering, the "cloud shareholder" was happy, and seeing her lose, the "cloud shareholder" also felt the same and learned from it.
In addition to paying attention to the practical experience of ordinary people in entrepreneurship and making money, young people are also very interested in professional content such as financial hot spot analysis and business behavior observation. For example, the blogger "Zhou Biting Jin" once analyzed the business competition between Apple and Huawei from the cold launch of the new iPhone 15, thus leading to the drive of the upstream and downstream industry chain by the two mobile phone manufacturers.
The diversified content consumption needs of users provide creators with a broader space to display.
The editorial department of the new list found that some institutions had previously released an observation report on Alipay's pan-financial business content (pan-financial business refers to finance, business, investment and financial management, real estate, wealth thinking and other content categories), the report shows that users of different ages have different pan-financial business content consumed by Alipay, and the post-00s pay more attention to business and like to watch "making money" videos, believing that entrepreneurship is not confined to the form, and the post-80s, post-90s and post-95s pay the most attention to business stories.
The post-00s generation has become the backbone of Alipay's pan-financial business content growth, and they try to live themselves as the protagonists of the "Business Classic" through their own exploration.
It is worth mentioning that young people not only pay attention to the short video of "making money" in Alipay, but also "charge ahead" in the live broadcast room.
According to the "2023 Alipay Annual Discovery Report", in the 2023 Alipay gold live broadcast room, the post-90s and post-00s will account for half of the consumer groups, and the sales of gold bars with more financial attributes are 4 times that of gold jewelry.
As a generation of netizens, the post-00s generation has grown up almost "at the same frequency" as Alipay, which was launched in 2003. As the post-00s gradually stand on the main stage of consumption with economic independence, they have naturally become the main force in the "money army". Behind the high unit price business of gold live broadcast is the high trust of young users in Alipay.
In August this year, the Alipay Partner Conference revealed that gold, 3C digital, food, wine, beverages, home department stores and other categories have outstanding results. According to official data, as of August this year, the average sales of gold and jewelry merchants on Alipay have reached 10.23 million yuan, of which the "China Gold Flagship Store" has set a sales record of 10 million yuan in a single live broadcast on Alipay.
Which creators are suitable for finding opportunities on Alipay?
Payment is the starting point of Alipay, but it is not the end.
Alipay first appeared in the public eye as a guaranteed transaction tool on Taobao, and the product mentality of payment transactions has been deeply rooted in the hearts of the people. In March 2020, with the expansion of user scale and product upgrades, Alipay announced its transformation from a financial payment platform to an open platform for digital life.
After Alipay "opened the gates", the needs of users in the station have gradually become rich and diverse, no longer a simple "use up and go", and the layout content has also evolved from building infrastructure to running in small steps, and the ecological prototype has initially appeared.
In July 2022, Alipay launched the "Life" channel in the Tab bar at the bottom of the App, gathering short videos and graphic content of the Life Account. In November this year, Alipay announced the opening of the UGC entrance to support individual users to edit and publish content online. So far, Alipay has completed the trial operation and filling of water storage in the content field, and has entered a new stage of opening the door.
Among them, the "pan-financial business" content related to money has gradually been recognized by users in Alipay.
According to the data of "Alipay Content Ecological Observation: Pan Financial Business Chapter", 1 out of every 5 life account users likes to browse pan-financial business content, the total interaction of pan-financial business content has increased by 4 times, and the consumption of financial content has increased by more than 7 times.
The popularity of pan-financial business content in Alipay is not only deeply compatible with the platform's mentality, but also closely related to the platform's vigorous introduction of high-quality creators.
Since June this year, Alipay has launched a creation sharing plan to introduce high-quality creators and high-quality content, giving creators real cash incentives in the early stage of the platform's growth.
After the event was launched, creators shared their earnings on social platforms one after another. According to a rough estimate by peers, you can get about 300 yuan in cash income for every 10,000 effective playbacks, and if the account has a certain number of fans outside the site, you will get additional incentives for completing the novice period tasks.
The real income has attracted more and more creators to join. Alipay's official data shows that in 2023, the number of accounts opened in the pan-financial business category of the life account will increase by 6 times, and the number of creators with more than 10,000 fans will increase by 53%. 60% of the active authors have enjoyed the sharing incentive, and the monthly sharing income of high-quality authors on the platform exceeds 100,000 yuan.
Taking this as a starting point, Alipay is completing a "two-way rush" with creators, and the long-term precipitation of "payment + finance" mentality will also bring more commercial imagination to creators in the future.
Ya Jin, the operator of "Loser Finance", once told us that before entering the market, he had released business orders in the Alipay ecosystem on other platforms, but the jump path and transaction data were difficult to measure directly.
The editorial department of the new list believes that in the future, creators related to "money" can find opportunities on Alipay.
Why does Alipay also have to lay out content?
As a national-level App with 1 billion users, Alipay has traffic that is not inferior to other platforms, coupled with years of precipitation of finance + payment mentality, so that it can flexibly cover multiple life consumption scenarios. Many young people will even find part-time jobs such as NPCs, dog walkers, and escorts on Alipay.
From life services to content layout, Alipay is no longer just a tool product, but is moving towards the dual channel of payment + content.
Returning to Alipay's products themselves, different scenarios such as public domain, private domain, offline transactions, and payment services jointly form an ecosystem with Alipay characteristics, which is different from traditional content platforms in terms of content layout. The pan-financial business track related to money is expected to become a bright spot on the Alipay content track.
If the terminals of the traffic are all commercial, Alipay cannot only rely on the single group of creators if it wants to accelerate the commercialization of traffic, but must use the user group as a lever to leverage greater commercial value.
This time, Alipay tried to find the answer in this group of post-00s who love to make money and love to watch business.