The marketing strategy inventory of Peer-to-peer loan platform

With the government's recent release of good news and surplus treasure, the concept of internet finance has been rapidly gaining popularity. As the Internet financial Innovation application of Peer-to-peer network lending platform has become one of the hottest areas, according to statistics, China currently has thousands of various types of network lending platform appeared.

Capital's sense of smell is always the most sensitive, in addition to have already been funded by the appropriate letter, everyone loans, Pat Credit and other companies, according to industry insiders expect that this year to next year, VC at least peer-to-peer lending industry to invest 1 billion. Capital of the heat in addition to help push the rapid development of the industry, will also bring fierce market competition, such as the group Buying War, now peer-to-peer lending field of the war is also a hair-trigger. In the beginning or the beginning of the war, this article will do some analysis on the marketing strategy of each big network loan platform, in order to enlighten everyone.

From the model point of view, China's Peer-to-peer network lending platform is mainly divided into the main line, the main line and line online under the combination of three modes. In foreign countries, the majority of Peer-to-peer network lending companies only as intermediaries exist, so the main business processes are implemented online, but because China's credit environment is not perfect, and the central bank's system is not open to non-financial institutions, so the pure line of peer-to-peer business because of bad debt rate higher problems development is not smooth. "Online information, offline business," the combination of the model has gradually become the mainstream, coupled with many network loan platform for "principal guarantee", "Principal and interest guarantee" and other systems, China's network loan Army is also out of the road with Chinese characteristics.

Yi Xin, the line under the sea "Chong Avenue"

Founded in 2006, the credit accumulated loan volume has already exceeded tens of billions, by volume calculation has become peer-to-peer lending field of mobile phones. But people often forget about the Peer-to-peer network lending platform. The reason is two, first, with other Peer-to-peer platform only to do intermediary, matchmaking "individual to individual" loan different, the letter of credit has pioneered the "Creditor's rights transfer" business model, this also makes the letter not only is the Peer-to-peer loan intermediary, but directly participates in the transaction, this makes the letter not to be called the strict sense Peer-to-peer loan company. Second, prior to this year, the strategic focus of the letter has been online business, its pleasant loans are also less attention. If the market share is not large enough, even a lot of internet lending practitioners do not understand the letter.

The model of credit transfer is controversial and can be said to have been wandering in the gray area. But in the marketing aspect, the Yi letter under the line humanity strategy has obtained the very big success. Unlike most peer-to-peer web lending platforms, the founder Downing has no strong internet background, making his goal from the outset to make Peer-to-peer lending work offline and to examine borrowers through the offline credit force, which is easier to control than online borrowers ' quality. In the Peer-to-peer lending model has not been universally recognized on the network, through the development of a large number of online sales team to sell financial products to investors also make the letter quickly away from other competitors, a ride of dust.

Today, the total number of employees has reached 20,000, such a large team, will inevitably lead to a decline in management efficiency, high operating costs and so on. With the Netizen's understanding and recognition of peer-to-peer concepts, the time has come to exert force on the network, so I think the letter should increase the investment of its network lending platform. But rely on offline tactics development and growth of the letter can be on the network also achieved brilliant record, the answer is unknown.

Everyone loans, "bait" under the big Chess

Peer-to-peer Network Lending Platform, the official Chinese translation for "everyone loans." This is Baidu Encyclopedia Peer-to-peer lending related to a lot of the words in the interpretation. This explanation, obtained by a large number of media and practitioners of recognition, when the numerous media, including CCTV, the name of a company as a standard translation of the industry, the company can be derived from the income imaginable. and in order to achieve the final victory of the big chess, everyone loan began to layout.

Baidu Encyclopedia of the earliest on Peer-to-peer lending entries, contains a lot of people's soft promotional content of the company, and the "everyone loans" as the industry standard translation. Since then, everyone has borrowed public relations resources, continued to release Peer-to-peer lending industry information, and in these information, Peer-to-peer lending is translated as "everyone loans." With the promotion of market attention, many Internet practitioners gradually accepted the translation, and everyone loan as standard translation also appeared in many commentators ' articles. In this way, when the CCTV and other authoritative media in the peer-to-peer lending in this emerging industry to report, cited universally recognized translation, naturally natural.

Everyone loan is not China's first peer-to-peer network lending platform, but its combination of line online operation mode, "bait" smart marketing strategy, has become the latest Peer-to-peer lending concept of the biggest beneficiary. We have seen everyone borrow to start through the mass media to play the building ads, just like the first shot of a Peer-to-peer war. However, I would like to remind everyone to lend, group buying war began to burn money to hit the first advertising platform did not laugh to the end.

The Red Ridge creates the investment, the model innovation leads the growth

Red Ridge Venture capital operation for several years, has made a lot of business model innovation. Advances in repayment, security standards, line under the combination of online and debt and equity, and so have a great impact. In 09, when the Red Ridge Venture was founded, it pledged to support the advance, and before that, the mainstream Peer-to-peer lending platform only played an intermediary role in the transaction, and investment risks required investors to identify themselves. After this, most of the loan platform has been introduced to advance the system, and even a number of platforms began to launch the security label.

Although the network loan platform, including the Red Ridge, and the guarantee capacity of the mortgage has been questioned, but the advance and the birth of the guarantee system has greatly encouraged the enthusiasm of investors, promoting peer-to-peer network lending platform for faster development. And through advances, guarantees and other positive model innovation attempts, Red Ridge venture has once occupied the Peer-to-peer network lending field head. However, as a result of supporting the function, 3 years of Red Ridge Venture has produced a large number of non-performing loans. With its chairman Zhou Shiping himself, "This leads to a net-loan business that only keeps a meager profit." ”

In other areas of the internet, "innovation" can bring a lot of dividends, but in the financial sector, innovation also poses high risks. Continuous mode of innovation has indeed given the Red ridge to create a lot of benefits, but with the "high risk" side effects of the attack, we see Red Ridge venture has gradually transformed into a small micro-enterprise financing platform, to do a VC. Although the publicity in the Red Ridge is still playing the concept of peer-to-peer, but have to say that the Red Ridge venture has been more and more distant from the Peer-to-peer.

Favorable network, first public relations after advertising

The loan industry is different from the purchase and other consumer areas, consumer trust in the financial platform is extremely important. It is easy for consumers to try out on new group buying sites, while in the field of investment and lending, few people invest money before they fully trust the platform, and even if they invest a small amount of money, they still need a long period of observation to build trust in the brand.

Compared with other peer-to-peer lending platforms, the network is very young, the end of February this year the site has just been online. However, in terms of marketing strategy, the beneficial network is very mature. Since the earliest signing of cooperation agreement with the FICO to invite media coverage began, the beneficial network has always adhered to the first public relations after the advertising strategy, sponsored Lujiazui Financial Forum, the founder of frequent television and other media interviews, out of the mirror of the financial field of many activities and so on. It is clear that the favorable network, the first public relations after advertising is the best way of modern brand building.

Now more and more financial media advertising in the emergence of a favorable network of figures, coupled with the search marketing and other areas of vigorous promotion, the net turnover has been in the online half a year to achieve broken billion, although with peers billions of of the size of the scale, but the favorable network of public relations after the advertising marketing strategy obviously received very good results.

Wenzhou loans, credit card brush out of the first

Open the home page of Wenzhou loans, a large amount of borrowing period of 3 days, or even 1 days of borrowing projects are overwhelmed. At present, the daily turnover of Wenzhou loans has stabilized the industry first, but according to the "China peer-to-peer lending Service Industry White Paper 2013", 2012, the average borrowing period in Wenzhou is only "6 days", which is necessarily caused by a large number of bids. "Dismantling the standard" is not the first Wenzhou loans, but in the Wenzhou loan was used to the extreme.

Investors like the short term, high yield investment, the emergence of a large number of short-term borrowing projects, the Wenzhou loan attracted a large number of investors to help them rapidly increase the volume of business. Many of them are not for the investment in Wenzhou finance, but the use of credit card interest-free period "credit card" investment to earn interests, is a speculative race. In addition, the split is caused by the deadline and the amount of mismatch, although can be in a short period of time to improve the platform's business volume, but there are huge risks hidden. Because of the term mismatch, the platform will need a large amount of its own funds to deal with liquidity risks once the unforeseen concentration expires or a large amount of cash is raised during the loan period.

Wenzhou Credit by the "card family" tailored to the strategy of the financing project, although the short-term received a very good effect, but this is genius or thirst, still need time to prove.

Social marketing, Peer-to-peer lending platform secret weapons

Peer-to-peer lending, because of the particularity of its business model, makes it critical for users to build trust in the platform. In the process of the establishment of this key factor, the social media has a high superiority compared with other media.

In the first batch of users, a large part of the network from the community, the founder of the beneficial network in the knowledge to answer the many questions about the beneficial network, and the initiative to establish channels of contact with potential users of the behavior, but also to the beneficial network to bring huge benefits. In addition, a lot of peer-to-peer lending platform has also chosen the financial community, such as vertical social platform as the preferred channel of publicity, as long as we often browse the financial, network loans and other communities, should be able to often see various types of network loan platform figure.

In addition to using existing social media, the establishment of their own control of the voice of the social platform is also a common means of peer-to-peer lending industry. The official micro-blog, micro-letter from needless to say, the most let us see a bright is almost every Peer-to-peer platform has established its own official forum, the official QQ group. A large number of users in the forum or Q Group to discuss exchanges, the official customer service in the QQ group to answer doubts. The strong interactivity of social media makes it possible for investors to build trust in the platform and bring loyal users to the platform. It can be said that Peer-to-peer network loan platform for all kinds of social media marketing attempts, it is worth our serious thinking.

Conclusion

Peer-to-peer lending in the field of war has been ignited, both the financial giants Ping an positive attempt, but also Alibaba, Beijing-east and other electric giants of high-profile participation, as well as the appropriate letter, everyone loans, racket loans and other models of the continuous exploration of the platform. Who can laugh to the end we don't know, but for a variety of platforms in the marketing strategy of some discussion, may help us to more in-depth understanding of this emerging industry.