2015 Internet finance companies to speed up the shuffle big platform will form the agglomeration effect

The hottest word at the moment is "red envelopes". It is worth noting that, in Alipay, micro-letter, mobile phone QQ after the debut, Internet financial enterprises have joined the Spring Festival red envelopes in the war. We note that in the Internet financial enterprises in all kinds of red envelopes war, brand big platform to dig wealth, Lu Jin announced the program is particularly eye-catching. February 18, 2015, the Year of the Year of the Goat Eve two o'clock in the afternoon, mobile phone QQ will be dedicated to dig money to open an hour of red envelopes exclusive access. That night, Lu Jin will be a huge amount of money to obtain the interactive sponsorship opportunities, joint micro-letter red envelopes Shook, launched the campaign. "Rich wayward" behind, revealed that the internet financial industry accelerated shuffle, resource gathering, mobility, social and other development trends. Trend one: Shuffle the speed up, the threshold to raise the past year, in the regulatory policy gradually approaching, the industry competition increasingly fierce environment, internet financial enterprises appear "ice fire two days" situation. On the one hand, with the influx of capital, the outbreak of growth has been achieved. Only Peer-to-peer areas, according to statistics in the past year at least 38 online Peer-to-peer platform to complete the financing, involving more than 4 billion yuan in capital. At the same time, there are dozens of listed companies, commercial banks, state-owned enterprises to buy shares or set up Peer-to-peer lending platform. According to 0 data estimates, the domestic peer-to-peer lending industry 2014 year of trading scale of about 250 billion ~3000 billion, is 2013 110 billion yuan 2~3 times. On the other hand, the risks of the internet finance industry are also accelerating. 0 data show that December 2014, Peer-to-peer problem platform number reached 93, a record high. January 2015, 66 Peer-to-peer platform problems, that is, the average daily 2 platform problems. Platform operating costs are also increasing, it is understood that a number of platform plans to finance the financial 60%, or even more used in the platform to promote. High promotional costs directly pull up the cost of passengers and operating costs, improve the threshold to enter the industry, some grassroots platform is gradually unsustainable. Take the promotion of the early Spring Festival as an example, it is reported that Lu Jin received the Spring Festival evening micro-letter Red Envelopes Interactive sponsorship opportunities, as well as the early and micro-letter in the newspaper published in the Year of the Goat Spring Festival evening wave red envelopes advertising, spending or nearly billion, digging money through mobile QQ opened an hour of red envelopes exclusive access, will also be distributed billion This is unthinkable for some grassroots platforms that do not have access to investment. 2015, the Internet Financial enterprises for the investment end of the customer competition will be very fierce, the cost of passengers is bound to further upgrade, each platform in the capital end of the pressure will increase. Trend two: Scramble for entrance, Guild Wars mobile Internet finance broke through the limitations of PC Internet in time and space, so that people can enjoy the quality of financial services anytime and anywhere. Future people to deal with the financial business, do not have to go to the business outlets, people through mobile phones, ipads and other intelligent terminals, can be anytime and anywhere to invest in financial management, mobile payment, purchase insurance, buy and sell stocks, browse financial information, mobile makes "finance is around" to become a reality. Therefore, the mobile Internet finance has become the Internet enterprise and the biographyMulti-market subjects such as financial institutions must snatch the commanding heights in order to survive and develop in the era of mobile interconnection. The fundamental purpose of preemption is to aggregate users to their own platforms and to gain higher and broader benefits through subsequent applications and traffic. The portal of mobile Internet is divided into four dimensions: System layer, content layer, flow layer and application tool layer. For mobile internet finance, the content layer (product) and the Application tool (service) level exerting force, attract the user. Through the product and service to achieve the ultimate, so that products more viscous to obtain users. How to meet the customers through the mobile phone to buy financial products, the objective demand, how to transfer customers from the traditional web to the mobile Internet side of the migration, become a lot of internet financial enterprises focus. Micro-letter "Sneak attack" Alipay, is essentially a competition for mobile portals; Internet finance companies distribute red envelopes via mobile phones, requiring attention to micro-credit or downloading investment-banking apps, which are essentially guiding the user's investment and financial habits. For example: Digging money on New Year's Eve to distribute the red envelopes, prompting users to download digging Treasure App View, is a very clever competition for mobile Internet financial entry strategy. Trend three: Single point breakthrough, agglomeration resources when the user through the portal into a platform, the user size accumulated to a certain extent, this platform can do enough things. The platform can stimulate the network effect, from a little breakthrough, connect many groups, provide them with interactive mechanism, meet the needs of multiple groups and profit from it. Some well-known Internet enterprises in the early period of accumulation of a large number of users, more and more funds poured in, high-quality assets have become scarce resources, the situation is not uncommon bidding queue. Internet financial enterprises have begun to attach importance to the establishment of a multi-level product system, and try to diversify the investment target. This is the risk of grading and customer segmentation, and this is to meet the customer's different risk preferences and investment needs, and enhance the viscosity of the important way. Since the beginning of last year, following the small credit loan and guarantee loan, more and more Internet financial platform began to extend its tentacles to the financial assets such as bills, factoring and leasing. We are familiar with the Lu Jin, in the Peer-to-peer transaction scale quickly climbed, but also the business coverage from individual customers to the institutional customers, forming two major trading platforms: Network investment and financing platform (LUFAX) and financial assets Trading Service Platform (LFEX), The latter is a financial asset trading platform for institutional investors and providing corporate finance. Digging wealth from "throttling" to "open source" of the development path also reflects this, from doing personal accounting and financial platform after a single point of breakthrough, transformation for the asset steward, with "digging Finance and accounting", "digging money and credit card Butler", "Digging money housekeeper" and other apps, "digging the wealth of the community" and other products, behind the user demand driven and corporate vision positioning. It can be foreseen that the Internet financial industry in 2015 to establish a multi-level product system and diversification of investment targets will continue, more high-quality resources will be clustered to a large platform. Trend four: The introduction of social interaction, increased stickiness of social mobility is an important feature of mobile internet, but also mobile internetDevelopment trend. As long as people take mobile terminals, they can greet friends and share information anytime and anywhere, and the whole social circle is packed in pockets. Nowadays, with the popularization of micro-credit, micro-credit bank, micro-credit management, micro-credit payment by users, financial socialization has become a new development direction of mobile finance. At the same time, the social relationship data on mobile Internet has become an important reference factor for the construction of personal credit system in mobile Internet finance. "Social Finance" in the process of satisfying the social activities of Internet users, such as entertainment, games, making friends, interacting, stealing red envelopes and so on, has increased the attraction and stickiness of the platform to users, guided and stimulated users to open trading accounts, and helped the platform to develop new financial supply in time. We see that Alipay joins more and more social elements, such as increased intimacy payments, users can pay for their loved ones, children, parents and so on; According to the latest news, Alipay is about to launch a version in the past, the user in the transfer can be accompanied by a sentence mode will be instant communication break. In the red envelopes of New Year's Eve, in order to expand the user and improve the platform stickiness, digging money during the Chinese New Year's marketing approach also joined the social and interactive elements, connected to a number of groups "together to force a Take-off", February 14 onwards, through the registration and landing to dig Treasury wealth management platform, users can actively call on friends and family to invest together Carnival cornucopia ", as long as users buy" Carnival "products, each of the participating users will be on March 5 to be equal to the amount of investment in the circle of investment in the total amount of money, and to enjoy the 1-day investment rights of financial funds. Last year, after a successful promotion of the payment function by the micro-letter campaign, the new brand of Internet financial institutions this year, though not as valuable as last year's micro-letters, is clearly another round of horse-racing in the Internet financial markets, which the financial institutions want to balance with rivals, 2015 Internet Financial Market competition will be more intense, internet finance enterprises will speed up shuffle, large platform will form agglomeration effect.