? Yu 'ebao was born on 20 13, which promoted the rapid development of Internet finance industry. The essence of finance is capital connection, and Internet finance is no exception, with one end connected to borrowers and the other end connected to investors. Yu 'ebao makes "national financial management" possible; The cash loan industry can be said to make it possible for the whole people to borrow.
? Without delay, let's solve the mystery of the cash loan industry and analyze the excellent cash loan products on the market.
? Cash loan is the abbreviation of cash loan business, which is an unsecured, unsecured and scene-free credit loan granted to natural persons. The loan method and repayment method are flexible and convenient, and the approval is timely and fast. Generally speaking, cash loan refers to short-term cash loan business, that is, personal credit with a loan term of 6 months or less and a loan amount of 6,543,800 yuan or less.
According to the types of cash loans on the market at present, it can be divided into four categories: borrowing and repayment, ultra-short-term loans (similar to foreign payday loans), short-term loans and medium-term loans.
According to Baidu search index, the cash loan industry began to flourish in 20 15 and reached its peak in 20 16. 20 17 with the tightening of supervision, the industry is facing big waves.
It is inevitable for the cash loan industry to let those long-tailed diaosi users who cannot be served by banks enjoy financial services. Before the emergence of internet finance, "private lending" and "underground money houses" were the embryonic forms of cash loans. Cash loan solves the urgent need of users' funds and is deeply loved by users in market segments. At the same time, cash loans have been questioned recently, all kinds of negative news have emerged one after another, and the supervision has struck hard, and a reshuffle is coming. It is not necessarily a good thing for excellent cash loan enterprises. All that remains is gold.
At present, the cash loan industry is mixed, with 2345 loan king, cash bus, mobile phone loan, auction loan and pleasant loan prominent in the market. This paper focuses on the analysis of ultra-short-term small cash loan industry. Strictly speaking, pleasant loans do not belong to the category of ultra-short-term loans. Although the borrower of the auction loan belongs to the category, it can not be regarded as a small cash loan industry because of its many comprehensive businesses, which is beyond the scope of this paper.
Before the analysis, we have a preliminary understanding of these three enterprises.
? Mobile phone loan is an intelligent micro-credit product under Qianlong Finance, which is based on the intelligent risk control system of big data, cloud computing and machine learning. 20 13, 10 was established in June, with nearly 20 million registered users, which is a promising company for Sequoia Capital.
? 2345 Loan King is a small cash loan product under the A-share listed company 2345. In the first half of 20 17, the net profit of Lender 2,345 was more than 400 million yuan, accounting for half of the revenue of 2,345. Is a well-deserved king of gold.
Cash Bus is a full-line online loan APP based on the mobile Internet, which mainly solves the micro-loan needs of users in their daily lives. The "Cash Bus" service team uses big data and machine learning to create a fully automated process, aiming to provide users with a simple, convenient, flexible and fast new loan model.
? Next, let's briefly analyze these three products from the user experience elements. The elements of user experience from abstract to concrete are: strategy layer, scope layer, structure layer, framework layer and presentation layer, as shown in the following figure:
The function point of cash loan app is very simple, and its basic functions include borrowing, authentication, binding card, progress inquiry, repayment and so on. Expand the function point, mobile phone loans are the most abundant, and mobile phone loans can be used for lightning loans and cash installment loans. Insufficient platform funds can be drained to other cooperation platforms, which is relatively large at present. The mobile phone loan lacks the function of user-initiated cash withdrawal, and cash withdrawal can only be initiated by the system. The simplest function range is cash bus, which is similar to the lightning loan function of mobile phone loan. Only loans of 500/ 1000 yuan and 7/ 14 days are provided, and the loan amount and term are limited.
? Small cash loan products have simple functional structure, and the following performance layers are: mobile phone loan, 2345 loan king, cash bus.
? Both mobile phone loan and 2345 loan king are top scrolling advertising spaces, which are basically routines on APP, but the advertising copy design price of mobile phone loan is ugly. Why did the designer of mobile phone loan go?
Functionally, mobile phone loans are both cash installments and single installments. At present, mobile phone loans mainly promote cash installment, and the amount and frequency of installment are also increasing. Compared with a single installment product, the installment product has lower risk, higher handling fee and higher user stickiness. The interface of 2345 Lender is relatively simple, and you can freely choose the loan amount by sliding, but the loan term is limited to 1 month. The function of cash bus products is very simple, with two amounts and two terms, and it belongs to the products that make the ultra-short-term borrowing experience the ultimate. The shorter the term of ultra-short-term products, the higher the overdue amount, but the corresponding platform income will be high (earning overdue penalty interest, etc.). )
? The general path of the development of Internet finance, first, Yu 'ebao set off a wave of national financial management, then P2P companies mushroomed, and then the small cash loan industry broke out. There are hundreds of millions of cardless (credit card) users in China, and their financial needs are just needed. In my opinion, companies that can do the following can survive in the tide.
1)? Understand the essential needs of users. For example, users of small cash loans first seek to borrow money, and then they can borrow money quickly. In order to be quick, there is no insight into the core needs of users.
2)? Multidimensional risk control system. Intelligent risk control system based on big data, depicting loans overdue probability from more dimensions. Risk control and user experience are seesaws and need to be balanced. One of the future development directions of big data risk control is how to establish a risk control system based on high user experience.
3)? Keep up with the pace of supervision. The biggest risk of internet finance is regulatory risk. Small cash loan companies need to keep up with the pace of supervision, thoroughly understand the regulatory policies, and cooperate with the transformation in time. Lucky enterprises often can't go far.
? To sum up, it is six words: user, risk control and supervision.