In July 18, 20 1 1, TMD (Headline, Didi, Meituan) has arranged related financial services with the launch of the "assured loan" credit product. They originally developed independently, and they all chose consumer credit business as a way to compete in the same field in the future. At this point, the TMD three families reunited in the financial field.
? New TMD gameplay: cooperative mode replaces self-operated system?
(TMD 3 stands for credit product list, compiled by rich laboratories)
The development of consumer finance business mainly involves three core elements: capital, risk control and scenarios. For Internet traffic giants, there are obvious advantages in terms of capital and scenarios, but for the handling of risk control, two different modes of operation have been derived: self-operation or cooperation.
Giants have their own ways of playing: some platforms choose to get their own financial business; Some also choose to open up traffic and cooperate with professional consumer finance platforms or licensed institutions.
It must be mentioned that the BATJ platforms (Baidu, Ali-Ant Financial, Tencent and JD.COM) that entered the market in the early days almost all adopted the idea of self-management and started with licenses. Even Meituan, which had an earlier financial business layout, got the license of micro-loan early and put the whole process of the whole product in its own system. At that time, the financial industry had not yet ushered in innovative gameplay, and licensed financial institutions could not accept the Internet gameplay and were not interested in microfinance products.
However, in recent years, with the promotion of consumption upgrading, policy support and the development of financial technology, the demand for personal consumption credit is strong, and the credit scale of traditional financial institutions has increased year by year. At the same time, the scale of the Internet platform has grown rapidly and substantially. The operation mode of online credit has also undergone earth-shaking changes, and the cooperative operation mode has gradually become the mainstream.
Whether it is the new "Didi Loan", "Ping An Loan" or the "good loan" in the early stage of Meituan, these products only provide support for customer acquisition, traffic and consumption scenarios, while the real credit business, including account opening, risk control, lending and collection, is completed by licensed financial institutions.
This way of cooperation, which performs its own duties, has made both sides taste the sweetness: for the Internet traffic platform, the cake of the retail financial industry is getting bigger and bigger, and the financial risks brought about by the expansion of the self-operated system are greatly reduced; For traditional financial institutions, the flow of new customers is stronger.
In this mode of cooperation, both sides have their own needs, a clear division of labor, and hit it off.
The early Internet giants also adjusted their stance.
According to 36Kr report, recently, Ant Financial, which holds multiple licenses, began to open personal loans from online merchant banks and loans from small and micro enterprises to financial institutions. Jingdong Finance and Du Xiaoman Finance (formerly Baidu Finance) have also turned to the role of "technical service providers" and no longer set foot in the financial side.
Substitution strategy of latecomers
It is an irreversible trend for traffic giants to get involved in credit business, and the ambitions of financial markets are not small. The pioneers are Ali, Tencent, JD.COM and Baidu, and the latecomers are Meituan, Didi, Xiaomi, Vipshop and so on. According to the introduction of the rich lab, Momo is the only one among the top 20 domestic Internet companies.
In addition to different business management models, the strategies and attitudes of big and small giants are different when they enter the market. BAT and other giants not only laid out early in the financial field, expanded the front, occupied the three main battlefields of payment, loan and investment, but also extended their tentacles to the fields of securities, banking, credit reporting and crowdfunding, which can be described as all-round development.
Baidu relies on traffic extension, Tencent has social advantages, and Ali relies on long-tailed users. While their financial products enhance the user experience, they are also constantly building a closed-loop eco-financial system and building their own financial empire.
(BATJ financial layout table, compiled by Ritchie Laboratories.
The small TMD giants, who come late, must combine their own advantages, user attributes and consumption scenarios to cut into the financial market, gain a firm foothold in the credit field, and then slowly expand other financial fields. After all, under the current heavy license supervision, it is difficult to see new financial giants in the future.
Didi's attempt in financial business is a typical example of this strategy.
In 20 15, Didi cooperated with Dianrong.com, a P2P platform, to launch baby wealth management products with annualized income of14%;
On 20 16, Zhongfu Finance Leasing Company was established to enter the field of auto finance;
In August of the same year, Didi launched auto finance products in stages;
20 17 12, Didi launched a driver credit product with a quota of 3,000-5,000 yuan;
2065438+April 2008, Didi launched the online credit product "Didi Loan" to provide credit services for Didi users.
At present, Didi has four licenses for payment, online small loan, financial leasing and commercial factoring, involving money fund, factoring, insurance, automobile financial leasing and consumer credit, which closely fits the travel scene and initially forms a financial ecology.
Another unicorn beauty group has an earlier layout in financial business.
Meituan has a large number of users and cooperative businesses, and there are consumption scenes. It is also logical and flexible to make consumer loans and small loans. For example, in the financial field of small and micro businesses, Meituan has unique advantages. As early as 20 16, 1 1, Meituan obtained a small loan license, relying on the review platform to provide loan services to small and medium-sized Wechat business among the 5 million catering businesses in the ecological circle, and continuously and steadily provide low-cost credit funds for small and micro businesses.
At present, Meituan Dianping has obtained five financial licenses for commercial factoring, payment, microfinance, private banking and insurance brokerage, and its business scope has also expanded from the credit field to wealth management, banking and insurance. Although it is not as huge as BAT's financial ecosystem, it has stood firmly at the top of TMD.
Judging from consumers' basic necessities of life and daily entertainment consumption, TMD three small giants took the lead in breaking through the credit business and gradually became a rising star in the field of Internet finance. Their advantages in traffic, business model and scene construction are very obvious.
In the second half of the credit war, how did the three TMD fight?
According to statistics, as of the end of 20 17, today's headlines have accumulated 600 million active users, with active users1400,000, and each user uses it for 76 minutes every day; In 20 17, the number of trading users of Meituan was 3 10/00000, and the number of active businesses was 4.4 million. In 20 17, Didi used 450 million passengers and * * * provided 7.43 billion mobile travel services. ...
Such a strong platform traffic is a good soil for cultivating credit and even financial business, but what should be the next step after TMD begins to deploy in the credit field?
How to better tap users' credit demand and guide users to use credit services is the key work of the three platforms in the credit field. For credit products, having a huge amount of user data only wins at the starting line, and how to win in the end depends on how to understand users and use data.
Through the mining and understanding of massive data on the platform, we can understand consumers' consumption needs and living habits, better match users' credit needs, provide various value-added services including financial products, and even establish an accurate and personalized service system to bring users the best experience and benefits, so as to grasp the financial opportunities in the mobile Internet era-continuous capital flow and popularity.
In addition, the data can also help to establish an efficient credit decision management system and improve the risk management level of the platform. After all, financial products, such as credit and wealth management, all have risks that lag behind. Once the influence of fluctuation transmission is great, the breadth of product coverage is of course important, but the scale may be more important.
Lei Jun, founder of Xiaomi Company, said: "All business giants in the future will be Internet companies and financial companies." Today's headlines, Meituan and Didi are just a small step outside the financial field, and bigger and more violent actions will follow. We will wait and see.