Financial anxiety disorder Let bat step up the layout!

Different underlying ecology determines that the cut-in point is necessarily different. The new media of internet finance has brought about the possibility of competition.

Recently, the big internet companies, led by Bat (Baidu, Ali, Tencent), are suffering from financial anxiety disorder.

November, Alipay Wallet announces independent brand operation, to face the "micro-letter" competition; at the end of October, Baidu Financial Center launched "Hundred Hair Management", to the annual profit of 8% of the selling point to face the challenge of the annual return of nearly 5% of the balance treasure, the day on line 5 hours, sales of more than 1 billion; Breakthrough 100 billion of the balance treasure undoubtedly become the classic case of internet finance; in August, Tenpay introduced micro-letter payment, convenient use of the process in two months to form a shock wave can not be ignored ...

Whether it is payment, insurance, financial management, in such a short period of time, several internet giants have many arrows, have been crazy into the internet financial sector. It seems that whoever does not, who does not rush, is missing the possibility of rebuilding.

In the Internet field, BAT's most linear association is: flow is Baidu, the electricity business is Ali, the relationship is Tencent, bat seems to have territory impinging, in fact, the face of each has a strong advantage of the territory, which one of the three sides are difficult to other people's business "cross-border success" or to form a breakthrough. Tencent in the electric business layout for many years as an example, but also with the help of micro-letter and O2O, just have the opportunity to reverse.

But the Internet companies that used to build dams almost simultaneously found that financial products were completely different compared to Internet businesses. If the Internet business and product is a two-dimensional structure, then as a cross-cutting system of social operation, finance is undoubtedly a three-dimensional structure, it is like air, can quickly diffuse, instantaneous detonation, across all obstacles and everywhere.

The financial product is a brand new medium when you face this stereo market and dimension. Those who already have borders and lines of defense are all gone, and the idea of competition has changed.

In the case of finance, through the Internet infiltration, who can do, who have the angle to do, especially based on the advantages of historical business to intervene. Whether it's electricity, mobile, social or search, BAT's Big three giants, although they have no innate financial genes, are relying on huge entrances and flows to build forces, grab sites, and find chemical changes and breakthroughs.

In the Internet arena, the Matthew effect makes it increasingly difficult for these giants to find a competitive territory, and bat's wary, calm tug of the game is a long time. All anxiety, madness, and impatience are understandable under the Internet's genes when it comes to a new market-grabbing gap.

Ali Finance: Funds closed-loop financial platform

In bat, Ali's ideas and strategies in the field of Internet finance are the earliest and clearest. As early as 2012, Ma Yun put forward "platform, finance, data" 3 big strategy. From the beginning of the balance treasure, it brought to the traditional financial institutions of the vibration is the most industry, not one.

For internet companies without financial genes, the best way to cut into internet finance is by leveraging their own business advantages. Based on its own electric quotient ecosystem, Ali can play a lot of internet financial products. For example, the credibility of the business, capital requirements, the quality of goods, logistics, users in the purchase of credit in the link and so on. As long as sellers and buyers within the Ali system of transactions, Ali than others "better understand" both sides of the credit.

Ali Small Micro-finance Division general manager Shang said, Ali Finance is not like the outside world to imagine a lot of bottom design, all just from the user needs, from the bottom up to meet user needs. For Ali's ecosystem, in the process of electronic business transactions, there will be problems in every link. Alipay, for example, occurs when a bank's direct remittance does not solve the problem of trust between the parties.

Only take insurance as an example, Taobao already exists on the freight insurance, buyers only pay 0.5 yuan of the freight insurance, if the goods are returned, the freight will be paid. It is understood that within the Ali system, the daily freight insurance sales of up to millions of. and Taikang life and the cooperation of the "business Insurance", but also to Taobao on the seller to solve the medical, accident, endowment and other security emerged.

Throughout the Arrey financial visible business, almost the whole industry chain layout: Alipay, balance treasure, funds, Ali Financial, Ali Insurance, Ali small loans, Ali guarantee and so on, but also includes Aliyun financial cloud services provided. At the same time, Ali is also a "licence" of the Internet companies: Third-party payment licences, fund licences, guarantee licences and small loans licences.

But Ali's biggest advantage is still in the layout of the operation of Alipay for many years, from Alipay began to understand the bank business. At present, Ali in many ways the equivalent of banks, Alipay is the Internet user's main account, only the lack of licences.

What could be the future of Ali's finance? We might as well predict:

First of all, product background. Just like now we see the balance treasure, Taobao insurance, Taobao Wealth management, every product is the need for frequent users to turn the operation, and as the micro-letter payment of the minimalist operation method, why can not be tedious to continue to simplify the pace? All financial functions occur in the background, and the user sees, is a simple and value-added account interface.

The second is the establishment of a new credit system, this is also Ma Yun in countless occasions are stressed in the matter. Still in the beta "credit payment" is based on this and the birth of products. The important function of finance is risk control, if Ali has a complete set of risk control system, before and after the loan, and after the credit, using data collection and model analysis, according to small micro enterprises and individual users on the Alibaba platform accumulated credit and behavior data, their repayment capacity and repayment will be assessed, Will first form the self circulation in Ali's body.

Once the system is mature, it can be opened to the society as a brand-new credit system. Just as the CEO of Pengley, a small gold suit, also said in business value this month that he would not apply for a banking licence, but would open Ali's data and security resources to banks and fund companies.

Third, financial services platform. When Ali mastered the technology and ability of risk management, Ali Finance will create a credit and financial platform, open to all financial institutions in the future, opened up into an open ecological platform for small micro-enterprises to provide services.

The core value of the platform is: first, to understand the needs of customers, the appropriate financial products recommended to him; the second is based on mobile terminals, so that users can use the time to solve the financial problem, the third is to solve the demand for liquidity, such as bank deposit in advance two days to take even a current, but this matter can be taken by some institutions, first to the user, The bank will be redeemed in two days. This can be solved through the platform, and four is to let the financial institutions on Taobao on their own operations, looking for opportunities to improve customer conversion rate.

If Ali could become a great internet finance company without involving traditional financial products and business, as it did in the past, the user-and-traffic model set the stage and upended the entire retail industry, and the change would be even greater for society as a whole.

Tencent Finance: Paying brokers

In the case of finance, it is the ambition of Tencent to use his abundant cash flow to play the role of an equity investor, not limited to an industry. Tencent's cash and bank balances (current assets) were as high as 14.79 billion yuan in 2013, according to the Chinese newspaper.

For example, and Ma, MA Yun established the public Ann Online. With the participation of two giant internet companies, all of them will be fully based on the network sales platform; For example, in bat, Tencent to complement the short plate layout of the method acquired the "Yi Union Trader" 20.2% of the equity, the layout of securities consulting software; For example, rumors of the application of private banks, Tencent responded to the "only for equity parties."

Just as everyone thinks Tencent's financial imagination is only so high, micro-credit payments appear. There is no doubt that the micro-credit payment in the internet finance is a big way for Tencent to take up the scenery today.

In fact, from the micro-letter payment from the product structure, is entirely based on tenpay payment channels and wind control, but tenpay equivalent to the micro-letter hit a bottom-the "pay" link front, it is its clever place.

The practice of micro-credit payment is really smart: first, the game, expression, membership fees and other small payments embedded to form the user's micro-payment habits, and the airline's micro-letter PR account to complete the purchase of ticket transactions at any time, and video site to get through to achieve the family entertainment payment model; Of course, and the Xun through the mobile operators to pay In a micro-letter, paying is more like an on-demand background light function.

Tenpay currently and Alipay still gap, Tencent's financial investment is also less than Ali. It can be said that no micro-letter Tenpay has been tepid, but with the micro-letter to make it omnipotent.

Micro-credit to pay the existing access scene has 3 kinds: first, the micro-credit system in the public account, the second is offline scanning, that is, two-dimensional code entrance; third, through third-party channels, such as the public comments. In the future, the micro-letter is undoubtedly the mobile Internet, one of the largest portal, is the underlying ecology. All along, the fear is not the micro-letter, but the possibility of micro-letter.

The use of micro-credit payment, only in cooperation with the Fund and insurance companies, Tencent has a lot of possibilities. Recently, micro-letter has developed a special financial platform, through the micro-letter account to introduce "micro-wealth" has become a major market for fund companies, there are currently dozens of fund companies to launch the service. Compared with the traditional financial industry, micro-credit management has innovative, targeted and personalized services, users can reasonably configure their own idle funds.

Micro-credit payment also with the property insurance company PICC Chinese insurance, for users to introduce the security issue based on micro-credit payment of the full compensation guarantee. At the same time, Tencent's already and 19 fund companies to cooperate in the "Financial Exchange", and the public-LU fund of the Tencent Financial supermarket, just in the industry not too much sound.

Compared to Ali, Tencent only has a third party to pay the licence, and the fund to pay the licence. What is the direction of Tencent finance in the future? If Ali is more interested in banks, then Tencent is more interested in brokerages.

In the field of electronic brokerage, there is the possibility of explosive growth, the United States credit management growth process can be used for reference. The internet's "grassroots and long Tail" characteristics determine the electronic brokerage must go discount broker routes, with grass-roots entertainment, product design must be diversified. The securities business is complex and diverse, and the electronic brokerage needs to cut into the sales of services, funds and financial products.

Internet companies and software vendors have more technical means and more effective ways of implementing payment methods, information processing and expanding the set of trading possibilities. In essence, Internet finance is the O2O practice of Internet manufacturers and software manufacturers in the field of finance.

And look back to Tencent's previous layout is not difficult to find, after the bat Tencent to complement the short plate layout of the method acquired the "Yi Union Trader", the layout of financial advisory software. There have been rumors that Tencent is interested in entering the field of electronic brokerage. August 2013, the market, Tencent and the Great Wall securities joint venture to set up a network of securities companies, is applying for a licence, and then both sides expressed this as rumors. At the same time, Tencent also jointly launched the release of Anginsin Value 100 index and Enterprise annuity index.

Tencent's massive users and mobile features have absolute advantages in the securities business. Tencent's excellent product managers ' team is sufficient to support payment and securities business in parallel-only one license is missing.

Compared to Ali in the establishment of the credit payment system, with a large amount of users and the relationship between users and the chain of Tencent, seems to have the same relationship to establish the basis of credit. It can be imagined that the future of your credit value on the Internet, but also from your friend who is. Based on the relationship chain endorsement, on this basis, whether can grow into the future of internet finance in a whole series of indicators, and used in insurance, loans and other products can also be expected.

Baidu Finance: Product Search Data Service

Compared to Ali and Tencent, there is no capital flow, supply chain, such as the integration of Baidu in the Internet financial strategy is undoubtedly slow half shot.

October 28, the introduction of Baidu Hundred financial Management, 8% of the annual rate of return, the day on the line 5 hours, sales of more than 1 billion, users more than 120,000. Investment period is two months, behind the cooperation with Huaxia Fund promotion.

Many people think that the first half of the internet financial hot, and Baidu has been absent, when it appears, need enough attention and eyeball. The benefit is that Baidu has a "subsidy" in it. Its transmission effect is much higher than the marketing cost. The essence of balance treasure is balance management. And hundreds of years of income of 8% of the model is unsustainable, financial institutions can not do. It's more like a marketing stunt. "The internet financial commentator Jiangnan angry Youth said.

From the user's perspective, it seems that the most recent "search", in fact, the farthest from the user. Users in Baidu has not set up a habit of spending money, in the Internet finance this matter, away from the most obvious to spend more passive.

Baidu's biggest advantage is the user flow and search capabilities, behind the large data processing capacity is no less than the Tencent inferior. But as a search portal, user stickiness is the weakest. And Baidu does not have account characteristics, but in the financial sector, account characteristics are very important. This sits in China 70% search market, 500 million scale users Baidu, in the end how to play Internet finance?

Baidu hundred pay general manager Zhang said, Baidu every day has the financial correlation search word 330 million, the bank, the security, the Fund product searches for up to 77%. But relative to retail and other fields, financial professional more strong, the threshold is higher, the need for simple and convenient, safe and reliable financial management services.

The most direct way, is to make use of their own advantages of resources, playing a third-party financial products to create a large platform or large supermarkets, a variety of loan products, financial products collection, do product search and parity. In the financial field of vertical search, the market has been a subdivision of the Internet financial companies, this channel will become banks and other institutions of the main sales channels, through large data capabilities, for users to solve the problem of asymmetric information.

Recently, Baidu Finance is and loan vertical search platform good credit network to reach cooperation. Baidu is responsible for the drainage part of the front-end, the end of the business landed by a good credit network completed. Whether there is an "investment relationship" between the two sides is only speculation in the industry.

According to Baidu insiders revealed that Baidu wants to penetrate into the asset management industry, in the insurance, trust and other industries to achieve online accounts and transactions, although the form is undecided. At the same time, Baidu Financial center is carrying out "public financing", "fan finance", "Group purchase Finance" and other new models of the attempt to improve the profit model Baidu.

At present, the main business of Baidu's finance includes: Hundred hair management, hundred pay, Baidu small loan and Baidu Financial center. Baidu's ambitions go beyond this July, when it received a licence to pay for it and in September announced the establishment of a small loan company in Shanghai.

Dabbling in small loan business defending Ali. For small and medium customers to solve their loan problems. Industry insiders revealed that to Baidu Small loan company 200 million registered capital, 50% leverage calculation, Baidu loan amount will not be higher than 300 million, this is a low-risk "conservative figure", the initial stage is just test water. However, the industry's voice is not optimistic.

In contrast, the Baidu Financial Center's attempt may be more "reliable", but also in line with Baidu's dominant gene: that is, through large data capabilities, the face of small and medium-sized customers to provide data financial services. How to lay a new "financial entrance", increase the user stickiness of financial service platform, is the core that Baidu finance can go far.

It is not difficult to see, whether it is financial institutions, banks, internet companies, payment companies, even the slowest-moving Baidu, we are in the Internet finance, are based on the advantages of historical business to cut. In this process, in addition to the cross-border part of the business, the current clash of several major giants is not obvious.

BAT in the Internet financial seated, let the whole industry is eager to, such as Sina stepped up the introduction of the microblogging system based on "micro-wealth", 360 also in the layout of the Internet financial security area. Where will the new giant of internet finance be born, using the core strengths and perspectives to be closely laid out? The different bottom ecology, decided each kind of cut-in point inevitably different. If you get out of the bottom of your own ecological base, you have to do things you are not good at.