Few days ago, the Internet became popular such an earthy whispers: “my hand there is a cut, you also cut together, and we became a couple”, “I don’t think you, miss you” when half past one, the earth taste sweet nothings in conjunction to scalp pins and needles, have to say “earthy” are using the right place, such as the Internet start-ups will reflect the earthy proper.
Recently, Qutoutiao, Pinduoduo and other Internet companies with deep roots in third-tier and fourth-tier cities have been listed one after another, touching the heartstrings of countless people. At the same time, we see that giants like Alibaba and Tencent are also beginning to go down the road.
Be worth what carry is, now the new financial industry of concern, also sad Mimi was born such as leek finance, financial rubik’s cube, melting, 360 “a little fresh meat,” they become a dark horse in the financial circles, you all want to see their face, but before that I want to say the problems facing the entire financial industry.
Behind the financial upgrade and stability, many problems are hard to escape
According to authoritative data, China’s Internet consumer financial transaction scale reached 998.34 billion yuan in 2017, up 120% year on year, and is expected to reach 1,942.89 billion yuan in 2018, up 95% year on year. It can be seen that the new financial growth driven by the power of science and technology is stable, and the market size is getting bigger and bigger. However, there are always some areas in the financial industry, where the threshold for mass entrepreneurship is slightly higher. If you start a business without a deep understanding, it will bring a series of problems to the whole financial industry.
Problem number one: fraud. In the process of upgrading the financial industry, P2P illegal fund-raising and blockchain fraud have been encountered, and even some people have wrong ideas in terms of financial publicity channels. In May this year, shenzhen’s “General silver coin” fraud 300 million yuan event; Related events occurred frequently, such as “we media” of a microblog spreading false securities news was sued by CSRC. It can be seen that the scientific and technological power of the financial industry has little effect on preventing economic crimes at the present stage.
The second problem is the contradiction between risk control and user experience. Traditional financial institutions tend to be risk-averse, while new financial platforms tend to follow the principle of income covering risk. Therefore, when it comes to risk control and user experience, traditional financial institutions tend to choose the former, while new financial platforms tend to prefer the latter. Favoring risk control will reduce user goodwill, and favoring users will bring certain risks. Therefore, it is often difficult for new financial platforms to strike a balance between risk control and user experience.
Problem three, propaganda benefit is low. As state-owned, central or financial institutions owned by business giants, they don’t usually worry about traffic, and their brands have innate credibility. However, many small and medium-sized platforms as well as new platforms will be worried about publicity, often due to the lack of online cooperation with high-quality media, and the lack of offline promotion methods, and finally the brand is dumb, unable to move.
Although today’s financial market has many pain points, but still can not extinguish the enthusiasm of the entrants, more and more people into the Internet entrepreneurship trend. For a time the market emerged a lot of new, for the new financial injected vitality.
Today’s financial market is very lively, especially in the Internet business, it is the emergence of a large number of entrepreneurs. Among them, there are a new force of blockchain financial service platform — Chiocai Finance, a rising star in the field of intelligent financial planning — Rubik’s Cube, and Rong360, which has a strong attraction To B and C. What is the reason for the popularity of these platforms in their early days?
By the east wind of the policy, Leek finance into a blockchain financial leader
Talking about blockchain, this is a very hot topic in the financial circle recently. Not only the business giants, but also many small and medium-sized enterprises have begun to get involved in this field. Blockchain technology has high capital and technology requirements for enterprises, and business giants have begun to explore the application of this technology, while small and medium-sized enterprises are still in the “concept stage”. If these enterprises want to develop blockchain, they can only find ways to find traffic channels, and media platform is one of the main ways. According to xinjing.com, more than 50 blockchain-based we-media platforms were added in China in January.
Chive Finance is such a media platform, founded by tech media big V Liu Kuang, mainly for blockchain finance services. Although blockchain technology has yet to hit the ground running, Chive has taken it to its stride and made it popular in Hainan. Leek finance can fire, can not do without the following two reasons.
On the one hand, leek finance has high professional. It covered a lot of financial information, not just in the block chain technology, also dabbles in virtual currency market and the financial innovation of science and technology, in these respects, leek internal finance have interpretation professionals responsible for writing, coupled with its hands have mastered a certain block chain resources, block chain finance has a unique understanding, thus for enterprise to bring the accurate and depth analysis report.
On the other hand, leek finance occupies the right place at the right time. As we all know, recently the government has issued many documents to encourage the development of blockchain technology, in the support of the policy engaged in blockchain, this is the right time; Hainan is building a free trade port, and hainan block chain pilot zone is under construction, and Chives was born in Hainan, there are many opportunities, this is the right place; Hainan province talent technology is expected to recruit about 1 million, Leek finance will get more professional talents, this is renhe. Under such favorable circumstances, Leek finance can bring more resource advantages and opportunities of iterative upgrading to the cooperation platform.
During this period, however, many large companies such as fire, degree of chain are up ahead, ran to the island and hainan leek in addition to the home court advantage of finance and economics, and there seems to be no more advantage to say, so it can survive a puzzle, and leek beginning of finance and economics, the experience may be slightly less than, along with the development of chain block is a slow process, So leek finance needs to be patient.
“Thousands of faces”, financial rubik’s cube into the industry dark horse
Domestic intelligent investment management is still in its infancy. Although the product performance is not fully intelligent, the industry can provide financial management projects of a certain period according to the product combination of the platform and recommend them to users. Compared with P2P, intelligent investment banking is more efficient in financial management. As one of the intelligent financial management platforms, the Financial Rubik’s Cube has quickly captured the hearts of a group of investors. Why can the financial management Rubik’s Cube stand out in the intelligent investment industry?
First of all, the service subject of financial Rubik’s Cube is different from other smart investment platforms. According to the former Galaxy Securities Fund Research institute operating director Ma Yongjiang statistics, the probability of financial loss of small customers as high as 70%-80%. In the market, smart investment platforms generally earn money from big clients, but the Financial Rubik’s Cube has proposed the concept of “thousands and thousands of faces”, which provides financial consulting services for big clients and small clients at the same time, thus changing the class gap and inequality in financial management.
In addition, financial rubik’s cube also provides high security. In financial rubik’s Cube investment, funds will first flow into Yingmi Wealth, which is a formal fund sales organization approved by the China Securities Regulatory Commission (CSRC), then flow to each fund company, and finally transfer to fund custodian bank. Financial management rubik’s cube in the whole process of only the receipt of the transfer of warehouse fees, other points do not take, the user can check the fund at any time the organization. Even if the financial rubik’s Cube fails one day, the user’s assets will not be affected by it, and they can directly go to the fund company to trade.
Financial rubik’s cube with the above characteristics, smooth in the intellectual investment industry to lay a reputation, but as early as 2013, the CSRC has stated: engaged in fund sales should obtain the corresponding qualification. But scan the whole country, there are only 4 giant enterprises with fund qualification. A few days ago, the Financial Cube was named by the China Securities Regulatory Commission (CSRC). Its practice of being the commission selling fund of Yingmi wealth is undoubtedly contrary to the national policy, and this borderline action is not conducive to the long-term development of the platform.
Live in the online love offline, Rong 360 love to play dare to play
Traditional financial institutions cannot satisfy every user in terms of credit management and approval, while P2P platforms have been in turmoil since 2012 and cannot be trusted. Therefore, users are in urgent need of a financial intermediary platform, so financial search platforms such as Rong360 are born.
Rong360 is responsible for collecting data, including a large number of financial institutions and financial projects of various institutions, and provides it to users free of charge in the form of a search engine, only charging service fees from cooperating financial institutions. What is more interesting is that Rong360 is a fun-loving and adventurous financial platform. In brand promotion, Rong360 makes full use of big data. First, it chooses Papi Jiang as its best spokesperson with big data, and then decides its endorsement fee with big data. This not only makes the user as a card holder, but also becomes a wonderful case in the field of Internet financial marketing.
Rong360 not only loves to play, but also dares to play. As a general online financial platform, it is hard to imagine how to launch its abstract brand in the concrete offline market. They tend to over-rely on online traffic, which results in fierce competition in the online traffic market, but only a few people offline. Rong360’s dare to play is reflected in its offline promotion. The doll grabbing machine is an enduring way of entertainment. Rong360 makes the corporate mascot Rongqiniu into dolls and brings them into the doll grabbing machine for people, which directly promotes the emotional connection between the brand and users. In addition, Rong360 also cooperated with urban commercial bank to run offline loan entity stores on trial.
Although Rong360’s focus on offline is a good way to build its brand, it ignores that it has not yet established itself online: it lacks an objective and effective way to compare financial products. This means that users who don’t have a clear goal will have to compare their own search experience, which is very difficult. In addition, it has not yet made relevant explanations on whether users will find dishonest platforms when searching, and what responsibilities Rong360 should bear if users are cheated.
To sum up, although these platforms still have shortcomings at present, it is undeniable that they will become an important force in the development of new finance in the future. For those enterprises in the field of blockchain, the urgent need may be to use the voice of the media to promote themselves, improve the brand influence. And if we look at the new financial landscape, we can expect new unicorns to emerge.
Article/Liu Kuang public account, ID: Liukuang110