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移动经济风起云涌的巴西,谁是下一个超级应用?

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Editor: Yu Meng Editor’s note: Author Elad Natanson, original title: From Food Delivery To Fintech, The New App Convergence In Brazil. The author has more than 15 years of entrepreneurial experience in the digital arena and has established companies in online advertising, gaming, and Internet services. 36氪出海 (ID: wow36krchuhai) Summary points: Brazil has 149 million young netizens, the average daily use of social media frequency is up to 3 hours and 34 minutes in Latin America, the number of financial technology start-ups in Brazil is stable, the more inclusive financial More and more popular companies such as Nubank and iFood are growing at an exponential rate and are growing into cross-domain “super apps” Nubank mobile apps | Source: Caio Resende Brazil’s mobile economy can be called South American jaguar – fearsome And rich in local characteristics. Brazil is the fifth largest country in the world with a population of 221 million. Like Indonesia, Brazilian nationals are very young, with an average age of 32. Some of the following facts about Brazil are even more interesting: Brazilians use social media more often than any other country in the world, with an average of 3 hours and 34 minutes a day, more than the time spent by Indonesians! Of the 149 million Internet users in Brazil, 139 million are mobile Internet users. 67% of Brazilian adults own a smartphone. In 2018, Brazilians downloaded more than 7.3 billion mobile apps, ranking fourth in the world. Brazil’s population is highly concentrated in several major cities. With 87% of Brazil’s population living in urban centers, the São Paulo Metropolitan Area, with more than 21 million people, is one of the largest urban agglomerations in the world. Due to the large size of young consumers in the city who are keen to use mobile phones, Brazilian start-ups have covered various mobile vertical markets, such as taxi applications 99, food delivery applications iFood, and loan applications Creditas and banking applications Nubank. Similar to Indonesia, many Brazilian start-ups have grown to become unicorns with a valuation of more than one billion dollars, driven by the massive injection of funds from international venture capital firms and Chinese strategic investors. In January last year, 99 received a $100 million investment from Uber and was subsequently acquired by Didi for a $1 billion valuation. 9 months ago, iFood received a $500 million investment. Nubank, the most valuable startup in Latin America, is currently discussing a $1 billion round of financing with global investors, which will bring the company’s valuation to $10 billion, making it the world’s largest financial technology company. One. Obviously, Brazil’s mobile economy has entered the ranks of world-class. Among all the major vertical markets in the Brazilian mobile space, financial technology is perhaps the most dynamic one. More than 60 million people in Brazil do not have bank accounts, accounting for more than 40% of the adult population. Brazil’s banking industry is highly integrated, with the top 5 banks controlling 82% of bank assets. Similar to the “three leading” of the US auto industry after the war, Brazilian banks enjoy monopoly power and only lend to a small number of companies. Interest rates on other companies will be unreasonable, and other countries will be considered as usury. The annualized interest rate of Brazilian credit cards can be as high as 270%! When discussing why so many Brazilians do not have bank accounts, high interest rates and lack of trust are the two most cited reasons. This is an industry that can be overturned at any time. Brazil has more financial technology start-ups than any other Latin American country – specifically, there are 370. They are looking for opportunities in payments/remittances, corporate and consumer loans, wealth management, insurance and trade. As these new players gradually gain public recognition, we can imagine how the new financial ecosystem will evolve. As Goldman Sachs analysts say, the vast amount of financial services provided by traditional banks will all be “rebound” through the API.例如,在 Plaid 和 TrueLayer 等金融科技基础设施软件公司的帮助下,Creditas 等资产贷款公司将能直接在 Nubank 的应用上向 Nubank 的客户提供贷款。通过这种方式,像 Nubank 这样的新型银行将有机会成为金融服务界的“超级应用”,成为一个门户网站般的存在,为客户提供从房屋贷款到投资的一站式服务。目前给予 Nubank 100 亿美元估值的投资者们之所以下重注,就是觉得上述情况一定会发生。但有趣的是,在普惠金融越来越流行的情况下,这些主要的金融科技企业在获取价值方面都遇到了意想不到的竞争。正如我们在印尼看到的那样,服务型应用、尤其是打车或送餐等按需服务应用,现在正在推动巴西实现更大范围内的普惠金融。你可能会想起一则轶事:由于自己开网约车的工作经历,“印尼 Uber”Go-Jek 的司机有资格获得住房抵押贷款。专注于按需服务的“本地超级应用”模式起源于亚洲,中国的美团点评也许是这一模式的典范。美团最初只是面向本地小型商品和服务商家的团购平台,后来业务扩展到了食品配送,并演变成了一个有4 亿多用户的平台,其业务覆盖了餐厅评论和预订、酒店和房屋租赁,以及电影票和旅游预订等等。通过利用客户消费习惯和价格敏感性的相关数据,美团为本地小企业创造了巨大的价值。巴西的 iFood 和其主要竞争对手 Rappi 正在复制美团的模式。从提供餐厅餐饮或食品杂货配送这个价值主张开始,它们正在演变成一个平台,既和商家的运营相整合,也和消费者的经济生活相融合。例如,iFood 就创立了餐饮商品市场 iFood Shop,让餐馆利用在该平台上赚的钱购买所需用品。iFood 还整合了一个分析平台,通过从整个市场上了解美食趋势,帮助餐厅优化菜品组合。iFood 也就此成为了一个同时面向商家和客户的 SaaS 型超级应用。因此,巴西具备了中国建立的移动经济新战略的所有特征。像 Nubank 和 iFood 这样的企业正在以指数级的速度增长,这些超级应用很可能会在多领域实现吞并、展开竞争,就像现在美团与支付宝的竞争一样。从这种融合中受益最多的是目前还没有银行账户的巴西人,他们将通过这些新的超级应用进入金融领域,改善自己的生活。属于旧经济的银行和杂货店将成为唯一的输家,它们仍然认为,那些过去曾赋予他们垄断权力的东西,比如房地产、实体物流和获得传统资本的渠道,在今天仍然具有同样的价值。它们将无法与新一代超级应用们匹敌。别错过1.“36氪出海”微信公众号现已问世!扫描下方二维码,或者微信搜索“36氪出海”(ID: wow36krchuhai),关注起来吧!将为大家集中地提供出海的好内容。多谢关注,请多多推荐!2.“出海频道”也在36氪app上开出来了!这里有数百篇出海主题的好文章,有一大批是在微信上没有的喔!来,跟着小动画,三步置顶出海频道,一键直达关键动态。。

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