Focus Media(SZ:002027) Bei Jing Shang Bao·2025-08-06 15:47Core Viewpoint - Alipay has launched a new interactive service called "Tap to Grab Red Packet" in collaboration with Focus Media, allowing users in over 20 cities to receive cash red packets and coupons by tapping their phones near advertising screens in elevators [1][2]. Group 1: Service Overview - The "Tap to Grab Red Packet" service involves users unlocking their phones and tapping a blue ring next to Focus Media's advertising screens to receive rewards [1][2]. - Alipay is distributing a total of 1 billion yuan in cash red packets and 10 million free Taobao flash purchase coupons as part of this initiative [1][2]. - This service represents a new way to convert offline traffic into digital interactions, enhancing Alipay's service matrix beyond traditional methods like QR codes and facial recognition [1][4]. Group 2: Market Potential - Focus Media's founder, Jiang Nan Chun, highlighted the potential of this model to tap into a trillion-yuan market, with approximately 300 million elevator terminals available for deployment [2][3]. - If each terminal achieves an average of 5 to 10 interactions per day, the total annual interactions could reach between 5 billion and 10 billion, creating a significant flow of traffic [2][3]. - The service is expected to improve engagement rates, with redemption rates for coupons projected to be 3 to 5 times higher than traditional advertising methods [3]. Group 3: User Engagement and Experience - The "Tap to Grab Red Packet" service simplifies user interaction, requiring no scanning or facial recognition, thus lowering the barrier for participation [8][9]. - The initiative is designed to activate previously passive audiences, with Focus Media reporting daily coverage of 1 billion people in offline scenarios [8]. - Users' proactive engagement through tapping indicates a higher quality of traffic compared to passive exposure [9]. Group 4: Strategic Implications - The evolution from passive advertising to active engagement aligns with national policies aimed at expanding domestic demand [10]. - Alipay's previous successes with QR code and facial recognition payments have set a foundation for the "Tap to Grab Red Packet" service, which aims to break through existing traffic barriers [7][12]. - The service is positioned as a new entry point for enhancing consumer payment convenience and merchant operational efficiency [7][12]. Group 5: Challenges and Future Outlook - Despite the promising growth potential, there are concerns regarding the sustainability of the high subsidy model used to promote the service [11]. - Alipay's management acknowledges the need for ongoing investment to maintain user engagement and ensure the service's long-term viability [11][12]. - The company is committed to enhancing user experience and security, ensuring that interactions are safe and straightforward [12].