腾讯正式上线零钱通，正式对决支付宝？
在全球投资环境不景气的大背景下，货币基金的市场越来越热闹了。近日，腾讯宣布零钱通上线公测。用户开通零钱通后，可以将微信钱包里的资金直接用于微信支付所有场景的消费。这被外界普遍视为微信补足短板的信号。
而此前公布的基金公司三季报显示，行业老大余额宝系基金总规模已接近2万亿，相当于13亿中国人每人都在余额宝存了1500元。而此时开通零钱通的微信估计正是看好了这个机会。
“零钱通”到底是什么呢？
“零钱通”是与“零钱”并列的微信支付基础服务账户，微信用户按照【微信】-【钱包】-【零钱】-【零钱通】的路径便可进入。
当用户开通“零钱通”后，就可以直接将微信的零钱或者银行卡里的钱转到“零钱通”中。这些转入的钱除了可以用作基本支付以外，还可以再其中购买不同的理财基金来获得收益。而且除了“零钱通”以外，微信近期还在广东地区内测了一款新的功能“微信支付分”。对标的东西相信大家也都知道，那就是“芝麻信用分”。两样东西一出来，也就意味着微信和支付宝在全场景消费应用领域的战斗再次开启。
补足微信的金融短板
微信上线“零钱通”产品，从某种意义上说是腾讯为了进一步提升用户黏性，稳住或提升支付市场份额。相对于支付宝一直想强化用户的社交黏性，微信也一直在强化用户的商业属性。事实上，微信支付因微信红包一炮打响的同时，也在“钱包”中设立了手机充值、信用卡还款、理财通、生活缴费等多种应用场景，但是其用户黏性一直较弱，更多的用户仍习惯到银行或支付宝完成类似应用场景的消费。这于微信而言是一把双刃剑。
从微信支付在“红包大战”大获成功可看出，社交关系和庞大的用户基数的确对用户习惯的养成和用户黏性的起到关键作用，但也因为微信的社交属性，使得在上面的交易多为熟人间或线下小额支付，很少有大额资金来往，用户账户上的余钱不多，零钱通的出现固然能提升使用体验，但也只是起到锦上添花的作用。
据悉，零钱类产品，让零钱既有支付功能又有收益功能，是提升用户支付黏性比较好的工具。在零钱类产品的设计上，微信零钱落后于余额宝。数据显示，从2015年开始，微信支付市场份额不断上升，但在2017年一季度之后，份额却止步在了40%的关口无法突破。
而微信的“零钱通”实际上是补全微信支付的一个缺口，也可以为微信体系下的其他业务板块引流和增强用户黏性，进一步完善金融生态圈的打造。不过，相较于余额宝有天猫、淘宝等场景而言，“零钱通”的支付功能目前还缺乏此类场景。但对于消费者来说，多一个选择，总不是坏事。
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