Table of Contents

1.0 Introduction 1

1.1 Background 2
1.2 How Does Alipay Work? 3
1.3 Alipay Issue 3

2.0 SWOT Analysis 5

2.1 Strength 5
2.1.1 High brand awareness 5
2.1.2 High development potential 5
2.1.3 Transaction guarantees 5
2.1.4 Substantial capital resource from Alibaba group 6

2.2 Weakness 7
2.2.1 Safety problem 7
2.2.2 Geographical limitation: China market 7
2.2.3 Obstacle of cash liquidity 8

2.3 Opportunities 9
2.3.1 The ubiquity of smartphones and mobile apps 9
2.3.2 Rapid expansion on internet consuming 9
2.3.3 Evolving consumer preference 10

2.4 Threat 11
2.4.1 Competitor of traditional bank online services 11
2.4.2 Other competitor offer same service, PayPal 11
2.4.3 Restriction and regulation from bank and government 12

3.0 Conclusion 13

4.0 Reference 14