The advent of the Internet financial Marketing era

From June 2013 balance treasure on line so far, just passed more than a year. Although the balance treasure is not the starting point of Internet finance, but it is starting from it, really opened the internet finance Pandora's box. Early Internet financial products can divert interest from traditional financial markets as long as they have better yields and liquidity options than banks. Balance treasure only in the form of Money fund opened a mouth, then with a J-shaped curve of the astonishing growth to pry away more than 500 billion of the capital. If said, the balance treasure let the Internet finance began to open the door to pick up passengers at a very low threshold, then stand in today's perspective, this door in the Shing is no longer for the low threshold so simple reason. As the interbank market rates drop, the potential threat posed by the inclusion of baby products in the deposit Reserve range. Baby products soon encountered the development of embarrassment. Balance Treasure's deposit balance has been hovering for a long time on the scale of 500 billion. The competition logic of internet financial market is changed. 2014, the rise of the public, Peer-to-peer platform barbaric growth, thousands of investment and financing platform was born, became the Internet Financial market New force point. The platform uses the Internet to change the direct investment path, further through the project financing end. The deeper the product, the higher the demand for financial platforms. On the other hand, the complex risk-benefit combination is difficult to be understood by the grassroots investors, and the final competition point falls naturally on the yield. It is easy to recall the 2011 to 2012 of the Thousand-Regiment war. The difference is that the barriers to financial services are higher. Once the fight, the decisive factor is not the price and resource background so simple. Finance is a game of profitability and risk balance. Profitability is face, but the core of competition is wind control, product model these invisible lining. The collapse of a large number of platforms since the end of last year underscores the inevitable crisis of confidence that emerges from this paradox. Because of this, there are resources, have the strength of the brand would like to shuffle, accelerate the pace of market iterations, repaying disorderly competitors. Advantage platform will use all available methods to make their advantages manifest, and strive to establish their own brand in troubled times, which for financial enterprises, means that the endorsement of trust, than any other industry brands are more important. Therefore, we believe that the Internet financial industry's big marketing era has arrived. In fact, from the market competition situation has been beginning to emerge. There are generally three ways to build the brand of Internet financial Enterprises: one is the Internet financial brand with the endorsement of the traditional financial institutions, such as the Lu Jin of peace; the second is the reputation accumulated by the early entrants in different fields, such as the Ant's golden suit, which has been developed by relying on the powerful electric business to establish the advantage of payment field. Third, the new participants rely on product and service innovation in the market to gain recognition, such as from the Accounting tool, and in the personal asset Management to obtain user recognition of digging money. This round of marketing war, eager to strength have been offing. Borrow the potential of the Spring Festival's solar term marketing on the first war. The last round of payment treasure and micro-letter wallet tore force deduction of the taxi war, drop so a exploitsYes. The strength of the Internet financial industry also hopes to seize the opportunity in this round of more intense red envelopes. Not to mention the red envelope war has not begun, has been the full name of attention. Tencent and Ali home will be in a week after the spread of more than 600 million yuan of cash red envelopes, in addition to 6.4 billion of red envelopes in a variety of product coupons and other forms issued. It is rumored that the micro-letter in the spring night 4 hours will hold out at least 250 million cash red envelopes. You know, Tencent Wallet and pay treasure wallet issued by the red envelopes are not all depend on their own pay, behind the gold Lord another person. Car brands, fast elimination of the grade list is not surprising, this is only their regular huge amount of advertising for a change of position. But this year's players have a special group--internet finance. Lu Jin of the micro-letter of the thigh, will be a huge sum of money to obtain interactive sponsorship opportunities, the joint micro-letter red envelopes Shook, launched a crazy campaign. It is said that starting point 50 million, does not cap. QQ Camp has dug money, they prepared a 100 million yuan red envelopes, will be in the New Year's Eve day from two o'clock in the afternoon to three points in the one hours central release. QQ users just open the mobile phone QQ can see the active link from the login interface. In addition, the big banks are generous in this year's red envelopes to promote their wallets with their bank cards. Is it enough to just send red envelopes? For Alipay, it may be more meaningful for a micro-credit wallet. After the installation of the wallet, the use of habit of nurturance is near, after all, they are really convenient. But for Internet financial products, the logic of marketing is far from simple. The marketing effect of the knife is not demanding, as it has the strength of the Internet financial enterprises exercise gold-plated brand. Of course, the promotion of products need more innovation. To take the social network of the internet era of marketing to rely on Word-of-mouth, which is the core of the internet thinking. And the back of Word-of-mouth is the nature of social marketing. The ash-grade rice noodle at the Millet forum helped him achieve China's success, and in India's new expansion it turned its marketing focus to Facebook's social clout. Internet finance is no exception. You might think that finance is a rational game, and it needs to rely on its own sober analysis and judgment. But in the history of capital market, the marketing of financial services and products has been heavily dependent on professional opinion leaders. How else could there be such a big, expensive star analyst. How to take social skills is an important issue for Internet financial marketing. There are two possible sources of investment advice for future analysts: the popularity of professional analysts ' services, which in the past have provided investment advice to a handful of VIP investors, lowered the service threshold and offered investment advice to the more popular grassroots investors using a variety of social channels. Another may be the grassroots of the industry's more profound change analysts themselves. The internet reduces the information barrier of financial products, expands people's information channels, everyone may play their own information expertise in an investment field, and the opinions of grassroots in investment activities will become more and more powerful. Financial product marketing needs to take these two trends into account and make use of them rationally. Furthermore, financial investment also can not revolve people's sociality, this aspect also has enough marketing innovation space. At present, some companies have tried, common methods such as invitation system, a friend with their own participation in investment will often get higher returns. For example, the new "Carnival Cornucopia" campaign to encourage more people to invest. As long as users buy "Carnival" products (such as 10,000 yuan), can require up to 9 people to participate in the joint investment (such as these 9 people can invest 10,000 yuan per person), each user will be on March 5 to be equal to the total amount of investment in the investment circle (here is 100,000 yuan) money, Enjoy this financial money 1 days of investment income. The refinement of the data occasion is to be known, and the trickery is for the stock. The use of social methods means that competition has entered a stage of intensive farming if the abusive pattern of the red envelope is likened to a savage form of competition. And deeper value will be realized only after the Internet financial enterprise can excavate the value of the data. When it comes to large data finance, more attention is focused on the use of accumulated large data and technology mining technology for credit evaluation, quantitative analysis, financial product modeling and so on. For example, foreign do personal credit evaluation of the zestfinance, the domestic also has a letter of information center. In addition, the use of large data to build investment model is based on Baidu Search index investment as a representative. In fact, big data is as important as the marketing of Internet financial products. Financial products have very strong non-standard characteristics in the demand and investment side of capital. Because of this, data mining has a huge demand space in the financial field. If you can use the data to mine different user needs, and then to match, to achieve targeted marketing, then the data can create great value. At present, there are few companies with personalized and customized financial products capability. Data analysis has now been introduced into the practice of digging money. October 2013, the merger and acquisition of the retail financial Advisory Analysis Company "data". The main business of the strategy data is to provide financial institutions with a package of solutions from marketing decisions to customer relationship management and risk management through analysis of retail customer base data. The financial data team formed after entering the system of digging the wealth, the main energy used in the user needs matching. They have already launched the product "fast loan" for example, can quickly for borrowers to match the optimal lending scheme. Explosive growth of the Internet financial industry is still intensifying competition, whether it is the gradual introduction and improvement of industry regulations, or industry bosses to use resources and their ability to establish competition barriers, are actively or passively promote the industry's accelerated shuffle. The first to accumulate the credibility of the company will be able to grab the Matthew Effect of the initiative, strong more than strong. Moreover, the snowballing effect of network externalities also accelerates the process. Although the price war in the financial industry is destined to be unsustainable means, but the river is undecided, with resources to support the price war is indeed a strong model transfer mechanism. In the wild, there is only the law of survival in the dark forest. But we believe that every change in the logic of competition represents the industryFrom disorder to order of a sublimation, after the shuffle of the 2015, today's default everywhere, chaotic clusters will eventually become history.