Mobile Internet financial start-up business model "Change"

Mobile internet has been cut from the communication level to the user's transaction demand.

Since the beginning of the 2013, mobile Internet finance ushered in its rapid development. "2014, 2015 will be a critical period for mobile internet finance, and Chongfu is also offering credit services at the mobile end," said Chongfu CEO Sun Rei in an interview with China, March 14. ”

Sun Rei told the Chinese Xun, before the internet financial "media hot", now the internet finance into the "depth test area", the next, the Internet finance will be very hot.

Chongfu, a company that quietly cultivates traditional retail financial services, will launch a mobile version of its financial products. In addition, 360, good loans, 91 financial supermarkets and other financial vertical search, a number of peer-to-peer sites, public financing and other Internet financial innovation model also launched its own mobile program.

Just the past March 8, Tencent, Ali, Baidu, the three companies have also played a mobile business life. Micro-letter in the selection of goods, launched a 1 yuan to buy food oil activities. And the mobile phone Taobao launched 3.8 Yuan and 38 percent play to eat and drink activities, Baidu glutinous Rice has launched 3.7 Yuan or 37 percent to see the film activities. This activity has narrowed the distance between Internet and offline commerce, and strengthened the use of mobile payment.

However, as a channel, mobile internet also faces the dilemma of finding a business model. The bank occupies more than 80% of the whole financial volume, the sales channel is more. There is no advantage between mobile end and bank game, which makes the connection between mobile Internet and traditional finance difficult.

Mobile finance will also face stringent regulation, which may also hinder its innovation. March 13, the central bank's payment and clearing division issued the "People's Bank of China Payment and Settlement division on the suspension of payment Bao company line bar code (two-dimensional code) payment business advice, the document of the urgent call to pay the virtual credit card products." Tenpay also face similar encounters. At the same time to stop the bar code (two-dimensional code) payment and other face-to-face payment services.

This is a wake-up move for the booming mobile internet finance. In the future, if the mobile internet finance wants to get fast development, it must come up with a set of mobile security solutions, from the mobile system architecture, anti-virus products, payment links, fund account security and other aspects to form a combination of boxing.

Product Thinking Innovation

Chongfu a service number called "Wecash" on the micro-letter. Users only need to enter the name, mobile phone number, ID card number and other information, will be based on Sina Weibo, Tencent Weibo, Renren, credit card billing mailbox, micro-letter and other social circle data, to provide the applicant with the credit line. Immediately thereafter, the user needs to bind a card to bring out these credits. Simply put, the equivalent of a credit card is usually the same as the rate of 18% of the annual credit card.

This wecash can provide more cash services to those who cannot obtain bank credit card services. At present, the scale of this business is close to 100 million yuan. Seeing the company's products welcomed by users, Sun Rei felt that he had stepped on the right spot.

The same goes for moving from traditional financial services to mobile Internet finance and "Mr. Qian". Mr. Qian, the founder and the core team, have previously traded systems for big banks. "Mr. Qian" through the popular way to "gather less into more", to achieve a certain threshold of banking finance (usually 50,000 yuan, 100,000 yuan), then go to the bank to snap up the corresponding financial products. This second kill, group buying mode attracts a lot of ordinary users.

On the move, there are also such as flush, big wisdom, Tencent optional stocks, such as stock software, circled hundreds of thousands of to millions of of the day active users, which in the whole stock of people accounted for a large proportion. According to the Chinese insight, Tencent will be in the Internet in the future will be the flow of its own choice of shares, and through the cooperation with the National Gold securities, to circle the new Internet security crowd. These new customers will overlap with the optional shares in the future on the mobile side.

Huang, director of the Financial Law Institute, a professor at the Central University of Finance and Economics, said that the entrepreneurial and innovative opportunities for mobile internet finance would be highlighted in 2014 as a good time to grasp business opportunities.

"The moving end is Chongfu next." Previously, the company has micro-finance, micro-credit business in the PC, the future will focus on expanding Wecash, micro-payments and other mobile end of the business. According to Sun Rei, Chongfu has been established for more than 8 years, to provide small micro-credit technology to a number of banks, at present, with Third-party payment has opened a credit for the POS business, but also for distributors, online shopping malls to provide financing services. These financial backgrounds allow companies to have more opportunities for innovation.

Sun Rei hope that the next, can be wecash after the micro-payment, so that a certain amount of money in its Wecash account, through the micro-letter to pay. To complete this business can use micro-letter payment, as well as Chongfu large shareholder Gao Yang technology to access third-party payments, and then reunited offline merchants, the industry chain into the import. He believes that the important thing about mobile finance is "the mobile payment chain to get through and the continuous improvement of the mobile payment scene." ”

Mobile internet can embody "positioning, track, social, circle, hobby" and so on 5 big characteristics, and according to these 5 big characteristics, mobile finance will create more financial products. Circle, social and other relational data is also an important reference factor for the construction of personal credit system.

Exploring the business model

In addition to products, mobile Internet finance also needs to explore more business models.

Mobile Internet can be a free way to attract users, through the game, advertising and other profit models. In the mobile Internet financial World, the use of advertising mode is difficult, and the game has not yet joined the mobile finance, which makes the entire mobile Internet financial profit model exploration is still faltering start.

At present, the burgeoning mobile finance market has not yet formed. According to a bank finance person introduced, at present, the bank finances has the high financial threshold, usually is 50,000, 100,000 starts, the general customer cannot buy. Even when banks are being fed, banks are also strong in the partitioning model, often unable to get feedback on the data. This makes diversion products can not be based on the effect of more business optimization, also has no right to speak.

But the fund, the insurance and so on the subdivision domain to the bank channel dependence, to the mobile Internet also has the strong request. Therefore, in the beginning, Copper Street, digging money and other mobile channels are often sales fund category products.

However, the fund's industry is relatively small, the most suitable for the distribution of funds in the mobile Internet channels are simple, standardized fund products, the Commission is very low. At present, the Fund is in the scale of 3 trillion, compared with the bank's financial 10多万亿, accounting for smaller.

Copper Street was founded at the beginning of the mobile end of the sales fund, the establishment of more than a year, the main sales of money funds. Copper Street CEO He Jun to China, hope to be able to attract more traffic through the Money fund this free product, in the future in the more diversified wealth management products, through a higher share, to gain more profits.

However, after a year of exploration, He Jun a deeper understanding of the business model. This year, He Jun said, "The focus will be primarily on innovative finance, not on traditional finance." "Copper Street will be mainly connected to a number of peer-to-peer, public-raised platform to help provide investors and other services." In the financial product design, will combine the game factor, lets the financial product be more creative, stimulates the user the idea.

Mobile Security Pending Solution

March 13, the central bank for mobile payment security concerns, temporarily suspended Alipay and Tenpay to pay the two-dimensional code. Mobile Internet finance is one of the most crucial link is mobile payment, the security of payment has become a common concern of the whole industry.

In fact, payment security is villains, outsmart, without absolute security. At present, in the mobile payment field, NFC (short-range wireless communication) payment method is relatively safe, but because of its long interest chain, involved in more parties, which makes the mobile payment, NFC development slow. Two-dimensional code to promote the way, for users and businesses, are relatively easy. The cost of transforming various hardware is also relatively low. Therefore, in the mobile payment field, two-dimensional code is the first to rise. In the next few years, two-dimensional code payment will also become the mainstream of mobile payment methods.

At present, for mobile security, all partners often take a limited amount of means to enhance the security of mobile payment. If the mobile payment is lost, how to ensure the security of the user's money is a very important thing. For example, the operator in the mobile phone payment can be easily paid through the telephone, ordinary users can also recharge to the mobile phone to pay, the maximum can recharge 5000 yuan. and through micro-letter to buy money through, Alipay purchase Balance treasure will have 30,000, 50,000 and other different limits.

In addition, at present, mobile payments are small payments. Tencent, Alipay, Beijing-East and other Internet financial enterprises to take the full compensation of the way to reduce the risk of users, the entire pressure is transmitted to their own. However, as the amount of mobile payment becomes larger, the security solution needs to be deepened.

Tencent, Baidu, 360 and other manufacturers are all in action. Tencent mobile phone Butler also combined with micro-letter, QQ, browser, Tenpay, such as Tencent's products, to create a mobile security industry chain, which will give the entire mobile payment to bring the overall protection. Baidu, 360 will also increase mobile security as a system-level layout, mobile security product line is also very rich.

"Convenient, fast, simple, safe is the core of mobile finance." Sun Rei says mobile internet finance still has a long way to go.

This article started in the 21st century Economic report.

(Responsible editor: Lu Guang)