Internet information technology has had a wide and far-reaching impact on the marketing channels of enterprises. Even to some extent, the reform of the marketing channels of Tianjin POS machines is creeping in. The reason for this is that network channels have the advantage that traditional channels cannot achieve. It can overcome the limitations of time and space, and make communication between enterprises and consumers more convenient, faster and more interactive. 
It can also greatly save customers' time cost, energy cost and even monetary cost (there is data showing that the cost of using each contact between e-commerce and customers is one-thousandth of the cost of on-site sales, and the coverage can greatly exceed the on-site sales range) This allows customers to have more choices; in addition, e-commerce also solves some of the problems of the traditional distribution model, such as the difficulty of meeting the individual needs of customers, the high profits of middlemen and other issues.
On the other hand, due to the reduction of the level, it is more conducive to management and service dealers, and strengthen the control of the channel, which is more efficient. At the beginning of the market, Dell Computers in the United States adopted a "one-on-one" approach to marketing directly to the final consumer, which is a remarkable example of the flattening of channels.
According to the Notice of the National Development and Reform Commission on Optimizing and Adjusting the Fees for Bank Card Credit Cards (Development and Reform Price [2013] No. 66), bank card credit card transactions are divided into four categories: food and entertainment, general, people's livelihood and public welfare. Among the four categories, the handling fees for bank card credit card are mainly food and entertainment, general and people's livelihood. Among them, the highest fee for meals and entertainment is 1.25%, the second is 0.78%, and the lowest is for people's livelihood. The rate is 0.38%. At the same time, in the entertainment and general categories, some of the fees are also capped, ranging from 2.5 yuan to 60 yuan.
"So in the POS market, Alipay is only an ordinary market participant. It is not enough to threaten the monopoly advantage of UnionPay because of policy factors and years of accumulation. The battlefields of both sides are not here at all." Wang Zhu analysis.
People close to Alipay agree with this view. "The key point is that Alipay started to develop cardless transactions online, which made UnionPay start to really panic."
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