Peer-to-peer model successfully reversed in domestic internet industry

December 8, the world's largest peer-to-peer company Lending Club landed in the United States Nasdaq, the price range set at 12 to 14 U.S. dollars, proposed to raise 808 million U.S. dollars, the valuation of nearly 4.3 billion U.S. dollars; 17th, the smaller US peer-to-peer company OnDeck also listed on the NYSE, selling at $20 per share, Plan to raise $200 million trillion; at home, the same day, Baidu announced strategic investment in the United States Peer-to-peer car rental giant Uber, a week ago (9th), the domestic peer-to-peer car rental platform dropped a taxi just received more than 700 million U.S. dollars to raise money, this is the biggest investment in China Mobile internet sector so far.

Combining the characteristics of Peer-to-peer and O2O, and taking into account the fundamental differences of the environment at home and abroad, it may not be wise to simply imitate the Peer-to-peer or O2O model, while the "Peer-to-peer +O2O" hybrid model may be the best model for the domestic internet community.

P2p≠ Internet Finance

As an internet model, Peer-to-peer is prevalent in many fields such as net loan, car rental, tourism, real estate and so on. At home, the Peer-to-peer is more used in Peer-to-peer network loans, and rental car, real estate and tourism and other fields are crowned with "Consumer-to-consumer", "O2O", "crowdsourcing", or even "share economy" and so on.

Peer-to-peer (Peer to Peer, referred to as Peer-to-peer), the original network communication technology, meaning "Peer-to-peer network", also known as the Working Group. Specifically, peer-to-peer refers to the Internet each computer has the same function, no master and slave points, a computer is both as a server, set the shared resources for other computers in the network to use, but also as a workstation, there is no dedicated server, there is no dedicated workstation. Peer-to-peer networks are a common networking method for small LANs.

If O2O is essentially a line of online integration business thinking, then peer-to-peer is inherently destined to become a mature business model. Peer-to-peer has the following characteristics: emphasis on peer-to-peer relationships, direct docking, shared resources, and collaborative work. It can be said that in the era of decentralization, the Peer-to-peer model is perfectly adapted to the mobile internet era of fragmentation (or fragmentation), confidentiality, simple equivalence directly and the interconnection and other characteristics.

At present, Peer-to-peer is widely used in domestic network loans, car rental, real estate, tourism and other industries. However, considering the nature of the environment at home and abroad and the characteristics of the model, it is accurate to say that the domestic major industries adopted or "Peer-to-peer +O2O" mixed mode.

It is worth mentioning that the "shared economy" in the domestic belated late in itself is "Peer-to-peer +o2o" mixed model of the typical embodiment. After nearly two years of popularity on the other side of the Pacific, the "shared economy", the core of "Peer-to-peer +O2O", has finally blown into the domestic internet community. Based on Peer-to-peer mode, Airbnb now relies on the concept of shared economy, expanding into real estate, tourism, car rental, even online loans and other fields. However, due to the great difference of social development at home and abroad as well as the imperfect domestic credit system, the online Peer-to-peer model does not apply to the domestic, "Peer-to-peer +O2O" hybrid mode is the most practical choice.

"Peer-to-peer +o2o" net loan

Peer-to-peer (Peer-to-peer lending), a point-to-point credit. Peer-to-peer network loans, that is, by the qualified network credit companies (Third-party companies, Web sites) as an intermediary platform, with the help of network technology to provide information dissemination and transaction realization of the network platform, the borrowing and lending both sides to achieve their respective borrowing needs.

October 11, Silver Passenger network and Yunnan Dehong Mangshi Jewelry Town signed a cooperation agreement. This is the first "P2P+O2O" strategic landing of the domestic Internet financial enterprise, which has symbolic significance in realizing the business closed loop of line and line integration.

Because of the great difference of market environment at home and abroad, the "P2P+O2O" mode represented by silver passenger net is more applicable in China. As an online virtual economy, internet finance is essentially an online credit payment. Because the domestic credit system is not perfect and the resulting information disclosure, financial supervision, platform responsibility and risk issues, leading to online credit qualification audit risk immaturity, including video certification, check bank bills, identity certification. This also determines the lending Club as the representative of the Pure Line online loan mode does not apply to domestic, and line under the combination of "P2P+O2O" mode is more practical, such as the borrower online to submit a loan application, the platform through the city's agents to take door-to-door survey of the borrower's credit, Repayment capacity and so on.

"P2P+O2O" mode is really suitable for the domestic network loan environment: On the one hand, the qualified network credit company (third party company, website) as intermediary platform, effective use of mobile Internet network technology and network platform, the borrowing and lending both sides and their needs, on the other hand, through the actual investigation and audit, With online transactions and payment, to achieve the line on the integration of the offline. At the same time, it will be small amount of social idle funds gathered, lending to the needs of the population, in meeting the needs of individual funds, the development of personal credit system and improve the utilization of social idle funds three of the role of huge.

According to statistics, the current "P2P+O2O" model in China there are roughly the following four types of models:

Guarantee Small Loan mode: with guarantee or small loan company cooperation, by the other side to provide projects, such as the beneficial network;

Branch model: Self-construction team and set up branches throughout the country to ensure the source and sustainability of projects, such as Red Ridge Venture;

Business model: A core enterprise for the hub around its upstream and downstream enterprises of the financing needs of enterprises to operate loans, deep into the O2O mode of shopping district loans, such as building blocks box;

Join mode: According to certain qualification standards, similar to the traditional industry to join the model, such as the wing-long loan.

Peer-to-peer and Long Tail theory

With the advent of the mobile internet era, the domestic economy gradually transformed from the large-scale and extensive industrialized production mode to the intensive mode of information growth. The mobile internet era has brought huge marketing dividend, widened the information dissemination and reduced the processing cost, greatly released the social public demand, especially personalized demand, so that "minority demand" to "public demand" become possible, and most likely to breed a new industrial organization.

The Long tail theory (the long Tail) provides theoretical support for this possibility. The long tail theory is a new theory in the network era. The concept was first proposed by Chris Anderson, editor of Wired magazine, in the October 2004 "Long Tail" to describe the business and economic models of websites such as Amazon and Netflix.

Specifically, the long tail theory means that as long as the product storage and circulation of channels is large enough, the demand is not high or poor sales of products together to occupy the market share can be compared with those few hot products occupy the market share and even greater, that is, many small markets converge to produce a rival to the mainstream market energy. In other words, the company's sales are not on the traditional demand curve that represents the "best-selling goods" head, but that represents the "unpopular commodity" often forgotten long tail. Long tail of the unpopular products covered by almost more people's needs, when there is demand, more people will be aware of this demand, so that the unpopular no longer unpopular.

Peer-to-peer mode greatly activates a large number of long tail requirements for localized life services O2O markets. According to Iris Consulting statistics, the 2013 local life service O2O market scale of more than 170 billion yuan, the year-on-year growth rate of 45%, the current domestic service market in the overall penetration is still low, less than 4%. Local Life Service O2O market itself is growing faster, will be expected to become the next trillion-tier online market.

The long tail theory is not only the theoretical support of the "Peer-to-peer +O2O" model, but also one of the root causes of many domestic business theories and business models, such as crowdsourcing, public financing, sharing economy, heavy vertical and so on. After two years of popularity across the Pacific, the long tail theory and its derivative theories quickly swept through the domestic internet community.

Typical case of "P2P+O2O" and more possibilities in the future

In addition to activating a large number of personalized "niche needs", the long tail theory of another major contribution to the production: the use of a large number of social idle resources, and form a new business model and its industry, that is, "P2P+O2O" mode, also known as "sharing the economy."

Today, the "P2P+O2O" model, supported by the long tail theory, is a new industrial revolution in the domestic localized life service O2O market, including car rental, real estate, tourism, logistics, massage, wedding and other necessities. This kind of market generally has a series of commonness: Two big market demand, the number of practitioners, the lower industry threshold, fragmentation of service time, personalized demand is obvious.

"P2P+O2O" Car rental

The field of car rental is the typical field of "P2P+O2O" mode. At home, to tick the taxi and quick taxi as the representative, "P2P+O2O" mode is mainly embodied in the large market demand for the society, the promotion of online payment and the guidance of people under the line, and in foreign countries, to Uber as the representative of the taxi giants are more concentrated in the field of private cars, This determines that foreign countries are more large and idle private car resources to make full use of. Of course, the domestic private car belongs to the car rental industry strict regulatory scope. This is also one of the major differences between China and the United States.

"P2p+o2o" Property

The "P2P+O2O" mode (or "shared economy") began with the rise of Airbnb, a foreign short rental giant. The travel-house leasing company, known as the "ebay in the House" by The Times, allows users to publish, search for rental information and complete online bookings via a Web or mobile app.

With the foreign pure line attribute different, the domestic P2P+O2O "mode emphasizes the credit system and the construction and the offline attribute more." This is also the domestic internet companies need to pay attention to a major difference, such as the rapid rise of the domestic internet real estate Integration Services Platform room many insist that its purpose is to build a credit system to support the trading platform, to provide users with a more comfortable to buy a house to sell the house experience , while the House of Love to focus on the Internet rental houses on the one hand through the Web site and app online promotion, on the other hand to provide offline 1 to 1 services, and finally complete the transaction.

"P2P+O2O" City Express

Accurately speaking, the same city courier is still a labor-intensive industry, such as the calendar year "double 11" burst warehouse problem. In the era of mobile interconnection, "P2P+O2O" is expected to alleviate this problem. In the future, "P2P+O2O" car rental industry is expected to cut off the same city express industry a considerable part of the business, and realize the logistics industry for many years of long-cherished wish-the logistics, information flow, people, cash flow of the four-flow integration, which involves not only peer-to-peer point-to-point seamless docking, It will cover all aspects of O2O line integration and online payment.

"P2P+O2O" door-to-door service

"P2P+O2O" door-to-door service covers a number of aspects, such as massage, wedding, the United States a number of services. These services are particularly in line with localized life services O2O Market Characteristics: Two major market demand, the number of practitioners, the lower industry threshold, fragmentation of service time, personalized demand is obvious. In addition to online promotions and online payments, the "P2P+O2O" onsite service emphasizes fragmentation of time, precision point-to-point docking and convenient offline experience features. It should be noted that the "P2P+O2O" door-to-door service and community property docking has yet to be further expanded, offline experience of security and convenience still has great uncertainty.