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搅局“二马”海外支付战场 刘强东首战落地泰国

2017-09-16 07:31:43   中国经济网

从最初的单纯注资,到直接用“支付宝”或“Alipay”的品牌输出,阿里巴巴在东南亚支付领域的动作越来越大,也引起各个国家和地区金融监管部门的注意。蚂蚁金服刚进入我国香港时,虽然没有被叫停,但香港金管局表示要立即修改监管规程,给支付宝发放牌照后,方可启动运作,不能让其处于法律和监管的真空之中。最近,蚂蚁金服再次向美国外资投资委员会(CFIUS)提交了收购速汇金(Money Gram)的申请。有媒体分析,重新提交申请,并不意味着蚂蚁金服收购速汇金的交易已被美国外资投资委员会拒绝,不过却意味着此交易将面临更多的政府详查。

目前,支付宝已接入欧美、日韩、东南亚、中国港澳台等地区12万家海外线下商户门店,范围涵盖餐饮、超市、百货、便利店、免税店、主题乐园、海外机场、退税等几乎所有吃喝玩乐场所。

和阿里一样,腾讯海外收购的步伐也不慢。以去年底收购泰国Sanook.com,并将其更名为腾讯泰国为发端,腾讯陆续在东南亚地区投资了数字内容平台Ookbee,音乐串流平台Jooxe等企业。

在“金钱铺路”的同时,微信支付开启了泰国线上支付市场的布局,在拿下覆盖泰国全境的“711”和最大的王权连锁免税店后,微信以泰国为主战场逐渐向其他东南亚地区渗透,包括7月中旬正式申请马拉西亚的支付牌照。今年7月3日,微信宣布上线微信支付境外开放平台,发布“WEPlan”跨境支付产品方案。

腾讯的策略是通过收购,渗透到东南亚文化娱乐领域,利用文娱和社交,绕道抢得第三方支付的入口。

京东的合作化路线

阿里、腾讯“抢滩登陆”东南亚市场之后,当地的金融生态也发生了一些变化,也引起了当地监管部门的注意。

业内专家认为,依靠收购当地公司股权拓展海外业务,优势是可以快速扩大市场份额,但这条路也未必是一条坦途,至少要跨越两大障碍。一是监管障碍,国内企业想要进军国外,就必须克服法律法规的差异。二是品牌接受障碍。当地同行是否会游说监管发起抵制,消费者能否买账,都是潜在问题。

2017年,京东金融的国际化刚刚起步,不过,与阿里、腾讯的策略不同,这次京东金融选择与当地的知名零售企业尚泰集团企业合作,建立合资公司;合资公司的投资,有50%来自尚泰集团。在品牌接受方面,京东金融与当地企业形成利益联盟,不容易引发同行抵制;合资公司不仅能更好地洞察用户需求,其入乡随俗的形象也更容易令当地消费者接受。

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