阿福可以是蚂蚁的第二个“支付宝”

唐辰同学2025-12-23

文｜唐辰图｜蚂蚁阿福APP发布活动现场蚂蚁的AI to C超级入口可以不只是支付宝。12月15日，蚂蚁集团在AI to C上再有新动作：宣布旗下AI健康应用AQ品牌升级为“蚂蚁阿福”；发布新版本蚂蚁阿福APP；升级健康陪伴、健康问答、健康服务三大功能。蚂蚁集团副总裁、健康事业群总裁张俊杰介绍说，取名“阿福”寓意健康是福，健康的事就找阿福。AQ升级为“蚂蚁阿福”后，它的定位也从医疗AI工具转向AI...

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C的投入强度，实则也在主动规避一个风险：“AI医生”的潜在弊端，要远大于“AI健康朋友”。截至目前，阿福APP月活用户已超1500万，跻身国内AI APP前五，第一大健康管理AI APP。或许是蚂蚁版的“大力出奇迹”引发行业震动，阿福最新品牌形象发布后，社群、朋友圈就被一张梗图刷屏，阿福与“豆包女孩”亲昵的挨在一起，被配文“豆包和阿福，你俩搞对象呢？”图注：网络这张梗图，从表面看，阿福以垂类AI应用的姿态加入AI to C超级入口争夺战，与豆包、DeepSeek甚至是同门的千问、夸克等一争高低。但调侃归调侃，外界还是可以从中得到一个论断：阿福，可以成为蚂蚁的第二个“支付宝”。这不是说，阿福要在功能、战略定位上取代支付宝，而是表明，蚂蚁正在抢占的AI to C超级入口，未必就得只是支付宝，也可以是阿福APP。这里面有两层含义：一层是，过去二十多年，支付宝是蚂蚁集团最大也几乎是唯一的超级入口。蚂蚁围绕支付宝搭建起商业帝国，从担保交易、金融理财，到保险、出行、政务等业务扩张，成为一个超级APP。但它的苦恼也来自于此，用户打开支付宝，就是为了完成某项任务，比如支付，办理保险，或者在AQ上询问健康问题等，很少有人会长时间停留。这种工具化的基因，导致它在应对微信、抖音等“时间消耗型”的竞争时，处于很不利的守势地位。公开数据显示，支付宝的市场份额已从巅峰时期的82.8%，掉到2014年的20.70%，排在它前面和后面的分别是银联商务、腾讯金融。线下场景中，尤其是小额高频交易，微信支付已经可以和支付宝掰手腕，并在部分场景保持领先。蚂蚁必须为未来找新锚点。当AI浪潮袭来，蚂蚁发现：把AI功能塞进支付宝，就像给一辆货车装上跑车引擎——底盘不匹配，再强的动力也跑不快。蚂蚁为摆脱支付宝工具型产品的认知，不断丰富其产品形态，比如内容化、做小程序等，尝试完成从工具到平台的转变。但这个过程走了很多弯路，收效甚微。用户心智越来越模糊。打开支付宝，到底是办事？看资讯？还是领优惠券？没人说得清。另外一层含义是，豆包的崛起给AI应用打了个样。即，AI应用、Agent对入口的争夺，胜负的关键不再拼技术参数，其决定性作用的是生态协同，也就是将流量入口、数据、用户场景和AI能力的多维度融合，也可以跳出传统APP的框架，做出一个AI原生入口来。具体来说，豆包的策略就是“通用模型打底+垂直AI应用突击”的模式，其通过抖音、今日头条以及大量外部投流，内外部业务场景持续打通，先做大用户规模，再沉淀为豆包APP的用户，形成增长闭环。豆包的打法被腾讯元宝复制，接入腾讯核心应用，覆盖社交、办公、消费等腾讯业务场景，并在微信生态的公众号、视频号等内容库上提供AI能力支持，加上腾讯不差钱式的投流，其用户规模和活跃度都从吊车尾，很快就跑到国内AI应用的前列。2025年AI to C方向最大的变数就是阿福同门的千问APP，它也在复用豆包的策略，并成为豆包强劲的挑战者。阿福对蚂蚁的真正意义，不只是目前累积了多少用户，更关键的是它在跑通一条新路径：在支付宝之外，蚂蚁有机会另起炉灶，再造一个AI to C的超级入口。阿福的前身AQ，本来只是支付宝的一个功能插件。用户在涉及医疗或者健康问题时，才会点进去挂号、查医保以及后续的买保险，用完即走。独立的阿福名字亲切，定位清晰，并以克制的健康管理为新内核，反而更低门槛的赢得用户信任。数据显示，阿福APP每天回答用户500多万个健康提问，55%用户来自三线及以下城市。从确定性上看，相比通用AI应用、Agent，垂直AI应用、Agent，即专注于特定行业或场景的AI应用或Agent，更容易积累第一批用户，甚至跑通商业模式。这是蚂蚁新超级入口的雏形：解决实际问题，不炫技。蚂蚁也开始一场内部赛马，一个月前上线的“灵光”，主打“一句话生成应用”，6天下载破200万；更早的“支小宝”，虽已边缘化，但也曾是独立尝试。阿福不是个案，蚂蚁的打算也浮出水面：不把所有的宝都押在支付宝上，要像开“AI原生App工厂”一样，多线试错，看哪个能跑出来。这背后也是蚂蚁集团的焦虑：支付宝是蚂蚁的命门，也是地基，在AI时代又显得臃肿，如果还给它加担子，蚂蚁还是有可能在原来的路径上打转。冷静来看，阿福离成为“第二个支付宝”还很远。1500万月活在国内AI App里算不错，但和亿级用户量级的国民应用比，仍是小池塘。研发投入上，蚂蚁年投234亿元，虽诚意十足，但面对阿里3800亿、腾讯千亿级的AI军备竞赛，仍显单薄。而且，AI入口尚未定型。豆包、DeepSeek、千问、混元等都在争抢那张“船票”，而且每个玩家都自己的底牌。阿福的优势在于垂直场景的深度，但能够突围，还是个未知数。但至少，蚂蚁做对了一件事：它没有躺在支付宝的功劳簿上等死，而是主动拆掉围墙，让新产品在真实市场中野蛮生长。再回过头看，阿福和豆包被调侃的这个隐喻，就显得十分应景，两个形象也看着十分般配了。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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