Mobile phone rental Dabbing with hot spots or new wind mouth?

At 9.9 yuan a day, you can rent a new Apple phone. Cell phone rental is not a new line of work, but with the current **** enjoy the wind of the economy, startups, industry giants have to break into this market to start the layout of the original unattended cell phone rental has been significantly warmed up recently.

The price is not favorable, the information leakage of the hidden worry, despite the cell phone rental business to throw attractive gimmicks, but not many consumers taste. Cell phone leasing, is it rubbing the hot spot of the **** enjoyment economy, or is it the next real wind mouth?

Giant entry busy cell phone to "*** enjoy"

A few days ago, Gome announced that more than 1,600 stores across the country officially launched the "Gome Rentals" cell phone rental business. It is claimed that consumers can get the right to use iPhone 7 (32G) for one year by paying 330 yuan per month and 11 yuan per day.

Gome's big data statistics found that the average consumer's cell phone replacement frequency is 17 months. "Consumers have a high demand for new cell phone replacement, full payment has a certain pressure, the lease will allow consumers to spend a lower cost to use a higher-end, newer products." Gome relevant person in charge of the launch of cell phone leasing business, which allows consumers to better configure the hands of resources.

The Gome is not the only one eyeing the cake of cell phone leasing.

In June this year, Jingdong officially launched a cell phone leasing business "Jingdong insurance rent". Users on the platform to choose the type of phone, capacity, color, etc., to determine the rental period, sign the electronic lease agreement, and then complete the payment with a credit card can rent a cell phone.

At the same time, Alipay has also quietly on-line credit rental business, at present, machine honey, fun first enjoy, enjoy the exchange machine, music rent four rental platform has been stationed to Alipay. These platforms have certain requirements for the user's Sesame Credit score, some need to reach more than 550 points, and some need more than 600 points to apply.

In addition to these giants, the reporter combed through and found that there are a lot of large and small startups, such as with the heart with, the great enjoy rent, honey rent, etc. to kill the battlefield of cell phone rental. Among them, honey rent recently won a seed round of financing of millions of dollars. In addition, mobile communication chain enterprise Dixitong also recently declared that this year, after the listing of iPhone8, will also launch the corresponding rental service. The previously unremarkable cell phone rental market is about to attract a big battle.

Businesses are good at math, and consumers don't buy it

Paying in installments reduces the pressure of a one-time payment, so you can use the new model year after year. The businessman's rhetoric sounds somewhat reasonable.

Lin Chao, vice president of Gome Electrical Appliances, made a calculation for the reporter, taking the iPhone 7 (32G) as an example, the store is now priced at 4,988 yuan. Consumers who use the financial installment, they need to pay the cost of the phone and the financial handling fee, close to 5400 yuan; while through Gome Rent to Rent, only need to pay 330 yuan per month for 12 periods, the total cost of 3960 yuan. Jingdong Guarantee rent platform, to rent a red version of the iPhone 7 (128G) a year of use, converted to the daily rent of only 9.9 yuan.

But this account, really so cost-effective?

Some consumers have questioned the cost of renting a cell phone for a year, which is only about 1,000 yuan cheaper than buying it at full price. The reporter in some recycling website query, in accordance with the Apple cell phone depreciation recycling price, cell phone use a year, the price of the second cell phone is far more than 1,000 yuan. Obviously, spend nearly 4,000 yuan of money, but only in exchange for the right to rent the phone for a year, obviously not cost-effective. "In fact, with installment payment to buy one, there is not much difference, and in the end you can still land a cell phone." A consumer said, the business calculator is too "smart", there is no sincerity.

Economic accounts are just one aspect. Information security is another important reason for users to shy away from leasing. Compared with other **** enjoyment items, cell phones store too much private information, such as photos, videos, chat records and so on. Leasing a cell phone due to return to the business, will not give the user buried data leakage hidden danger, this is a lot of consumers worried about the problem.

Gomez said it would restore the factory settings. Jingdong Guarantee Rent also promised that before the return of professional after-sales will guide the user throughout the restoration of the original factory settings, safe erase the private information on the phone. But a number of consumers told reporters, they usually change the old phone, are afraid to easily take out to recycle, rental phone this "fresh" not to taste it.

The reporter learned from some Gome stores that the cell phone rental business has not attracted too much attention from consumers, and the business is on line soon, the rental business is not a lot. And some online cell phone rental platform business volume is also more in a lukewarm state.

Leasing demand is still in the latent period

In recent years, the cell phone has changed from the past consumer durables to fast-moving consumer goods, a year for a change has become a major trend. Chen Liteng, an analyst at the China E-commerce Research Center, explained that users nowadays, buying a cell phone is not really the purpose, enjoying the new features brought by the new phone is an important reason for users to change their phones.

"Cell phone leasing can exactly solve this pain point, allowing users to spend less money and get their favorite products, paying only for the use, not for the residual value." In his view, cell phone leasing can also be said to be ****healthy economy B2C model, and is a longer cycle.

Industry insiders believe that there is a great demand for cell phone leasing, but the users are targeted, such as those who can not pay the price of the phone at one time, and a part of the high replacement rate, want to experience new features of the user group. For them, it is still cost-effective overall.

"The industry is still in the latent period, and has not fully developed and grown up, and in the future, the possibility of cell phone leasing to become a new capital wind mouth is not small." Chen Liteng said that as long as the operation is proper and the relevant system is sound, cell phone leasing will get a big boost in the utilization rate and reduce the waste of resources.

Users have more worries, personal privacy issues are not dealt with, not many people are willing to rent a cell phone.