Internet finance: financial and not thinking

Ott, as the hottest blue sea trend in Internet thinking, is now focusing on the Internet financial sector in general, especially Alipay, balance treasure, micro-letter payment and many other products.

Wen/Zhang Shule

Pseudo OTT balance treasure profit from where

As the biggest star of internet finance, the balance treasure has suffered great praise, and is seen as the next micro-letter after another successful bypass traditional operators to achieve OTT (over the top pass) of the Internet products.

In the vast scale of almost overnight wealth, a data is more able to explain the problem, according to statistics, the balance treasure average of 3300 yuan per account, belong to the typical "small scattered" nature. In other words, precisely is the most ordinary citizen group, or called the Cock Silk Group, is these "balances treasure" the biggest gold Lord, these money of course mostly from their bank account on the diversion.

The benefit is undoubtedly the key to driving these interconnected financial products to be wildly praised by the huge group of cock-silk groups, with the return on the balance treasure 6.4%?6.45%, so that "current" business returns are higher than the bank's regular interest rates.

But the treasure is not a real OTT, because such a high rate of return, not from investment, but to drill the banks in order to hold the deposit interest rate "loopholes." The balance treasure transfers money from the bank account, passes through the money fund, and deposits it back to the bank by a large deposit.

Banks as if to help "all kinds of treasure" to create the Internet financial miracle, this can only blame the bank itself, even if the interest rate increases today, this scissors still exist, gave the "all kinds of treasure" opportunity.

This actually answers the question of people's hearts, that is, where the proceeds come from. And Lingwen new shelling, but to some extent, let people have a clearer understanding of the "various treasures".

So, if the bank does not fundamentally solve the scissors prescription, "All kinds of treasure" will be more brutal growth opportunities. And Shinwen, such as the hope that the higher supervision of the crackdown, it may be difficult to follow.

Internet finance is a public chip

Crazy plundering the balance of bank deposits treasure, support the use of a taxi to the war of money mobile payments, has opened the internet financial curtain, but once stripped of the internet financial mystery veil, revealing the true nature of profit, it is no longer sacred.

Internet finance uses the framework of the Internet to make traditional financial models more widely and freely derived, and to get more applications. Internet finance does not represent the Internet to make money, its investment and risk is equally huge. But that doesn't stop a lot of internet companies from being killed in this battle. and currently achievable Internet financial projects are mainly the following three categories:

One is the type of balance treasure-type investment and financial products. This is the user value-added services, the difficulty is how to maintain high returns to ensure that customers do not lose, if no loopholes can be drilled, rely on funds to carry out various investments and speculation, its high growth rate and risk situation are unpredictable. And such a pattern needs to have a strong primitive accumulation, the current home great big balance treasure, micro-credit management, such as relying on Third-party payment platform to form Thing payment treasure and Tenpay, have this strength, and has formed the first advantage. Others are closer to soy sauce.

The second is the mobile payment, which is the user pays the item. This piece of heaven and earth at present, the same is the rich and rich Ali Department and Tencent Department of the World. The difference is that other companies will be able to use the O2O model to form more payment scenarios in ground gas forms, auxiliary mobile payments, how to choose and move payments to build an interoperability, rather than build a new mobile payment platform that will be the future of the internet boom.

Third, has appeared more than 2 years, but not much development of the public platform, this is the user investment and entrepreneurship projects. Due to the lack of an ideal project, the internet giant of this platform has infiltrated less and grew slowly. But at present, the public environment has been improved in China. But in China, which lacks innovative products, the domestic audience is now more like the online version of the TV business show.

In essence, no matter what kind of new project the Internet finance will have in the future, but in fact, it is a kind of macro-financing, that is, the convenience and operability of the Internet platform to maximize the attraction of grass roots and cock silk to participate in, rather than in the past traditional finance more attention to the shape of large customers, to Mickle form, The small money into a long tail, so as to form the long tail of internet finance effect, realize in finance and consumption two aspects of nuclear fusion.

The essence of Internet finance has not changed

Internet finance is bound to have a great impact on all areas involved in finance, but it still escapes the traditional financial investment, the inherent bottleneck in financial management.

The reason is that Internet financial products, especially investment and finance products so popular with the cock silk welcome, this is in China's investment and financial environment under the long-term repression of a total outbreak. At home, the ordinary people to invest in financial channels are greatly limited, and the Internet finance in the investment and financing of the promise of profitability and security, so that the financial completely amateur cock silk found their own blue sky, but also greatly absorbed many social hot money. But in addition to "retail" gathered into the "big", internet finance has not changed the financial industry's essence, financial investment is still in accordance with the most traditional way, just let the money changed a storage cabinet bale.

and mobile payments are more sad, in the profit prospects have not begun, it not only can not be like "all kinds of treasure" so empty White wolf, but also to burn hundreds of millions of yuan with a taxi application to Shan users, rely on "Rob red envelopes" to cultivate user habits.

In the face of the internet finance, which has not yet found its own positioning and profit model, the ultra high speed expansion of the user scale and the growing myth of the so-called internet thinking is actually the most dangerous time bomb, in the event of financial turmoil, national policy adjustment or other unpredictable market risks, It may be instantly submerged by an avalanche of giant snowballs that they gather, even more by people's saliva.

After all, internet finance does not have its own thinking, the means it adopts is only the traditional financial those who are not familiar with the "routine" network, rather than innovation. It is more fortunate to touch the psyche of the Chinese public than group buying, app and other Internet projects that have fallen into dust after a big heat, but it still looks like an internet bubble. There is nothing new in the sun, for internet finance, the same applies.

This article is published in the "Sales and Marketing" magazine Management edition of 2014 06, reprinted please indicate the source.