Editor's note:
With the development of digital economy, a new wave of information technology revolution has begun. In the post-epidemic era, the digital transformation of the financial industry has been further developed, and App has become the most direct window for financial institutions to obtain customers and online exhibition industry.
Recently, the "Financial Technology Development Plan (2022-2025)" issued by the central bank pointed out that financial institutions should build diversified service channels, and build a new generation of online financial service portals such as mobile banking with online as the core, and continuously promote the iterative upgrade of digital channels such as mobile financial client App and application program interface (API).
As the entrance of online services of financial institutions, the operating level and activity of App reflect the competitive ability of users of financial institutions to a certain extent, and also reflect the comprehensive strength of institutions in terms of strategy, technology, operation, products and brands. The construction of App content ecology has become an important force for organizations to attract user traffic and improve user activity.
Therefore, 265438+20th Century Business Herald -2 1 Century Asset Management Research Institute published the Financial App Content Ecology Report, and combined with the data of monthly activity, active penetration rate, average monthly usage time and average monthly single usage time of financial industry App released by QuestMobile at the end of 20021,it sorted out payment and settlement, online banking, stock trading and so on in multiple dimensions.
The following is the sixth report on the content ecology of financial App, focusing on the head consumer credit App.
E-commerce staging has always been an important scene for Internet small loan companies and licensed consumer finance online exhibition industry, and the user activity of consumer credit App based on it is relatively high.
Generally speaking, consumer credit app includes two categories: consumption installment and cash loan. However, in recent years, offline staging scenarios such as medical beauty, leasing, and education are facing strong supervision, overlapping the impact of the epidemic, shrinking offline lending scenarios, and more and more consumer credit institutions are flooding into online scenarios. On the one hand, the overall industry differentiation has intensified, and the user activity of the head consumer credit App far exceeds that of other institutions; On the other hand, the loan interest rate of licensed consumer finance app with more capital advantages is relatively low, thus improving user activity.
At the end of 20021,the number of monthly users of consumer credit app was about 90,569,600, an increase of only about 20,000 compared with the end of 2020, which was basically the same as the end of 2020.
2 1 Century Asset Management Research Institute made a comprehensive evaluation of the top ten consumer credit apps based on QuestMobile data from MAU, DAU, active penetration rate, average monthly usage time, average monthly single usage time and other factors:
Staging music, 360 IOUs, money to spend, taking loans, comfortable flowers, recruiting, collecting money, good staging, Zhongan small loans, Gitzo Finance.
From the perspective of operating entities, the head consumer credit App is mainly an online lending platform for financial technology listed companies and licensed consumer finance. Among them, there are only two apps with monthly users exceeding10 million. Lexin installment music App and 360 loan app under 360 Mathematics Department rank first and second with monthly users of 14 147600 and 1565600 respectively. Apps of other financial technology listed companies include auction loan (Xinyi Technology), good installment loan (original Renren Loan) and Zhongan Small Loan (Zhongan Online). Apps for consumer finance include Anyihua (Immediate Consumer Finance), Zhaolian Finance (Zhaolian Consumer Finance) and Gitzo Finance (Gitzo Consumer Finance).
2 1 Century Asset Management Research Institute downloaded and experienced the functional sections and special services of the above-mentioned 10 consumer credit app, and analyzed the influence of its content ecology on the activity.
First of all, staged music is a consumption staging platform under Lexin. In 20021year, the number of active users was 14 147600, ranking first in the industry, with a year-on-year decrease of 3.86%. The number of daily users is 1705700, second only to 360 IOUs, and the active permeability is1.21%. The average monthly usage time is 12.07 minutes, which is lower than 360, and the average monthly usage time is 0.9 minutes.
Staging music is a staged product for young people launched by Lexin on 20 13. It is the first in China to test the water installment shopping e-commerce model, providing users with personal consumption credit and scene installment services. At present, the first-level column of installment music App includes borrowing money, shopping and living, and all its application functions include borrowing money from Lehua, using Lehua card, installment shopping, svip, entertainment recharge, air ticket hotel, handling credit card and live welfare.
Staged music has expanded a variety of consumption scenarios in the App. Its credit payment product "Lehua Card" can be bound to second-class bank accounts, WeChat, Alipay and so on. , the amount will be automatically phased when paying, realizing the phased consumption of the whole scene. The sources of credit funds include National Trust, baixin bank, Shengyin Consumer Finance, Nanjing Bank, Qingdao Bank and Xiamen International Trust.
The life column of staged music is provided by Leka, a consumer service platform with Lexin membership. After becoming svip, users can get benefits such as take-away cash back, merchant coupons, recharge discounts for telephone bills, discounts for members of entertainment audio-visual websites, etc. And enrich the use scenarios of credit products by opening up online and offline.
Second: 360 IOUs 360 IOUs is a consumer credit platform under the 360 Department. The number of active users in February was 1 156566, a year-on-year decrease of 1.33%. The number of daily users is1726,900, ranking first in the industry, with an active penetration rate of 0.99%; The average monthly use time is 16.89 minutes, ranking first in the industry, and the average monthly single use time is 1. 18 minutes.
As an unsecured pure online consumer credit platform, 360 IOUs not only provide small consumer credit, but also provide a "privileged loan" with a maximum amount of 300,000 yuan for small and micro business owners and high-quality credit users, and guide the car loan business of financial institutions, with a maximum amount of 1 10,000.
At present, the first-level columns of 360 IOUs include borrowing money, discovering and living. On the "Discovery" page, in addition to the recommendation of relevant consumer credit products, 360 IOUs also set up hot topics and selected articles to educate borrowers. At the same time, a number of questionnaires were launched in the information flow to collect borrowers' feedback on the platform and understand users' usage habits and consumption preferences, so as to improve users' stay time and enhance the interaction between the platform and users. In addition, 360 IOUs open a consumer staging mall through the "Life" column to increase the online consumption staging scene of users.
Third, Money Flower is a consumer credit App under Xiaoman Finance. The number of active users in 20021year was 77 1.44 million, a year-on-year decrease of 20.77%. The daily user scale is 10 18900, and the active penetration rate is 0.66%. The average monthly use time is 10.0 1 min, and the average monthly single use time is 1.0 1 min.
Du Xiaoman Finance, formerly known as Baidu Finance, was established on 20 15. In 20 18, Baidu Financial Services Group signed a split financing agreement and changed its name to "Du Xiaoman Finance" to achieve independent operation. As an independent credit App of Xiaoman Finance, "Qianhua" has more monthly users than Xiaoman Finance, thanks to its accurate user positioning.
There are only three first-level columns in Qianhua App, namely, money spending, discovery and account. In addition to issuing cash loans through micro-loans, it also provides loan assistance services for banks. At present, loan scenarios with money to spend include education loans, health loans and small and micro loans.
On the discovery page, Youhuahua enhances user activity through daily check-in and preferential living services. In addition, Youhuahua also cooperated with Kangbo Finance, a financial knowledge science platform owned by Du Xiaoman, to launch investor education courses such as wealth management, credit and insurance, and provide financial big coffee classes, which not only enriched the content services of the App, but also provided guidance for the brother brands of the parent company.
Paragraph 4: Lending Bao Lending Bao is a consumer credit App owned by NYSE:FINV, a listed US company. 202165438+the number of active users in February was 6.576 million, up17.75% year-on-year; The number of daily users is 1036700, and the active penetration rate is 0.56%. The average monthly usage time is 14.52 minutes, second only to 360 IOUs, and the average monthly usage time is 0.83 minutes.
As a head lending platform, the cash loan service provided by the Pat Loan App is mainly aimed at small cash loans of individual users and business loans of small and micro self-employed. From the source of funds, it includes self-operated consumer loans and loan assistance. Apart from cash lending, there are no other credit scenarios built into the App.
Focusing on cash lending, the loan App uses activities such as sign-in, donation and official welfare, and sets up a topic square to enhance user interaction. At the same time, in order to further advocate rational lending and rational consumption, a small class of rational consumption and credit strategy were set up.
It is worth mentioning that the auction loan attaches great importance to the service for new customers and new users, and has set up a separate "rights and interests" column in the first-level column. After the first loan is completed, new users can get interest-free, interest expense deduction, telephone coupons, free credit cards, physical exchange and other benefits.
Fifth, the user activity of Anyihua's consumer credit App Anyihua ranks first in licensed consumer finance. 202 1 12 The annual number of active users of Anyihua was 6,300,300, an increase of 10.44% over the same period of last year. The number of daily users is 7 1.29 million, and the active penetration rate is 0.54%. The average monthly use time is 9.62 minutes, and the average monthly single use time is 0.93 minutes.
As a licensed consumer financial institution in the industrial department, the shareholders of Immediate Consumer Finance include Chongqing Department Store Co., Ltd., Beijing Zhongguancun Jinke Technology Co., Ltd., Chongqing Bank, Sunshine Property Insurance, Commodity City, Wumart Technology Group, etc.
On the one hand, immediate consumer finance diverts the flow to Anyihua App by placing advertisements on the Internet platform; on the other hand, it opens up online and offline consumption scenarios by conducting shopping festivals and other activities with Chongqing Department Store, the largest shareholder.
At present, the first-level columns of Anyihua App include home page, shopping mall, saving money and comfortable life. Users can apply for loans directly when they enter the app homepage, and browse and understand information such as commodity spikes. In addition to the e-commerce staging scene, Anyihua App has also set up special consumption scenes such as interest-free zone, parity zone, heavy hundred zone and pony supermarket in the mall, and joined the "rural revitalization" brand to sell agricultural products.
In the money-saving column, users can purchase membership services through Anyihua App, and get a number of services such as priority approval, priority lending, cash withdrawal, interest concessions, deferred repayment, joint membership of external platforms, shopping concessions, and early settlement fee reduction, which further improves the stickiness of old users.
In addition, Anyihua App also expands the consumption ecology through "Easy Life" and opens up consumption scenes such as take-away, taxi, movies, hotels, refueling and video membership.
Sixth place: Zhaolian Finance Zhaolian Consumer Finance's "Zhaolian Finance" App ranks second in the licensed gold-removing App and sixth in the overall consumer credit industry App. In 2002112, the number of active financial users was 4,483,654.38 million+0,000, up 32.79% year-on-year, and the number of daily active users was 497,000, with an active penetration rate of 0.38%. The average monthly use time is 6.70 minutes, and the average monthly single use time is 0.83 minutes.
Zhaolian Consumer Finance provides services such as cash lending, consumption installment and interest-free shopping through Zhaolian Financial App. In addition, Zhaolian Finance expands the consumption scene through the "phased flower" business under the credit payment product system. Users can use it in payment channels such as Alipay and WeChat by binding the bank's second-class card account, thus covering high-frequency scenes such as food, tourism, transportation, online shopping, living payment, mobile phone recharge, and even transferring red envelopes. Zhaolian Finance also provides users with interest-free coupons, coupons reduction and other benefits to guide users to use credit payment products.
According to the credit rating report of relevant financial bonds, as of the end of June 20021,the balance of "credit payment" loans of Zhaolian consumer finance was 31599 million yuan, an increase of 19.26% compared with the end of last year.
The two major shareholders of Zhaolian Consumer Finance are China Merchants Bank and China Unicom. Zhaolian Finance also provides diversion service for China Merchants Bank's credit card and China Unicom's Lu Xiao card in this application. Through Zhaolian Financial App, users can directly log in to China Unicom's business hall and get benefits such as interest-free phone bills.
The information content of Zhaolian Finance mainly focuses on anti-fraud and consumer education, including topics PK, pictures and live broadcasts. Through cooperation with the anti-fraud center of Shenzhen Volkswagen Nanshan Branch, a series of anti-fraud live events were launched to further protect consumers' rights and interests.
Seventh: the App is operated by Chongqing Focus Microfinance Co., Ltd. (hereinafter referred to as "Focus Microfinance"), and the number of active users in February 2002165438 was 3,670,600, a year-on-year decrease of 9.43%; The number of daily users is 396,400, and the active penetration rate is 0.31%; The average monthly use time is 9.75 minutes, and the average monthly single use time is 0.92 minutes.
Focus Small Loan is a wholly-owned subsidiary of Shanghai Shuhe Information Technology Co., Ltd., a subsidiary of Focus Media, a listed company. It provides consumer credit services such as bill installment and commodity installment through App. In addition to the e-commerce staging scene, we also launched the "credit payment" product "Shangxianghua", which can be bound to the second-class account of bank card and used for full-scene consumption in payment channels such as Alipay and WeChat payment.
As an established credit platform, users pull new and old customers to borrow again, which is also the focus of the App. The first-level columns of App include home page, discovery and staging mall. The "Discovery" column is mainly welfare activities. Borrowers can invite new users to get raises and bonuses. Users can also buy movie tickets through the app and get discounts on local Starbucks, Naixue and Pizza Hut.
Eighth: Good Staging and Good Staging App is a consumer credit App under Cai Wei Science and Technology. The number of active users in February 20021and 65438+was 3,449,800, a year-on-year decrease of 7.35%; The number of daily users is 554,000, and the active penetration rate is 0.29%. The average monthly use time is 10.53 minutes, and the average monthly single use time is 0.68 minutes.
The main operator of Good Staging App is Beijing Cai Wei Technology Co., Ltd., which is a consumer credit platform hatched by Renren Loan of former US stock listed companies.
The first-level columns of the good installment App include borrowing money, pre-loan inspection, membership and so on. In the function setting of the APP, the good staging App focuses on providing benefits for old customers and guiding and inviting new users. On the loan page, we will set up daily red envelopes, super gifts, cash cows, binding WeChat coupons, signing in, game red envelopes and other activities. Strengthen user stickiness in stages and promote user innovation. Users can get interest-free coupons, preferential loans, cash withdrawals, lifetime benefits and so on. By opening season cards and year cards, the rate of re-borrowing of old customers can be improved.
Ninth place: Zhongan Small Loan (now known as "Zhongan Loan") The number of active users of Zhongan Loan App 202165438+February operated by Chongqing Zhongan Small Loan Co., Ltd. was 3,395,500, a year-on-year increase of 74.93%; The number of daily users is 3 1.54 million, and the active penetration rate is 0.29%. The average monthly user usage time is 10.02 minutes, and the average monthly single usage time is10.07 minutes.
The shareholders of Zhongan Small Loan include Tianyi E-Commerce Co., Ltd. under China Telecom (4 1. 17%), Zhongan Information Technology Service Co., Ltd. under Zhongan Online (4 1. 17%) and Hong Kong Blackstone Holdings (17.65%). At present, Zhongan Insurance, Zhongan Technology and Wing Payment are also partners of Zhongan Loan App.
The first-level columns of Zhongan Loan App include home page, security and shopping mall. In addition to the regular loan and consumption staging scenarios, the security column of Zhongan Loan is Zhongan Insurance Diversion, and all policies insured by users in Zhongan Insurance can be presented in the App, including critical illness insurance and accident insurance, and the monthly premium is relatively low, and the threshold for starting investment is not high.
In the column of the mall, Zhongan Loan App can directly jump to e-commerce platforms such as JD.COM and Taobao Sale, and can place an order after receiving the exclusive coupons of the App, which increases the flow of the App.
Tenth place: The number of active users of Gitzo Finance's App Gitzo Finance 202 1 and 12 was 3,098,200, a year-on-year decrease of 51.45%; The number of daily users is 2 1.26 million, and the active penetration rate is 0.26%. The average monthly use time is 6.26 minutes, and the average monthly single use time is 0.93 minutes.
Gitzo Consumer Finance used to be an established offline consumer finance institution. Relying on the overseas experience of the parent company Gitzo Group, Gitzo Consumer Finance once became the leader in the domestic consumer finance industry. In the early days, Gitzo consumer finance was pushed offline by a large number of sales staff, occupying a large market share in the 3C consumption staging scenario. However, with the soaring offline operating costs and frequent personnel violations, Gitzo Consumer Finance began to lay off employees offline and gradually turned to online business. In 2020, Gitzo released the "2023 Strategy" to start agile and digital transformation. The latest data shows that the company's offline business transformation is basically completed, and 80% of the company's business is launched through the mobile terminal.
The first-level columns of Gitzo Financial App include loan management, discount mall, saving money and making money. However, the researcher of 2 1 Century Asset Management Research Institute found that at present, neither self-operated cash loans nor large loans in Gitzo App can be displayed, and only the diversion service of third-party loan products is provided.
Gitzo Finance provides coupons through discount malls, and improves the user opening rate through life service and audio-visual member recharge, but the core loan business is offline business, resulting in the loss of App users.
Overall, the consumer credit App user activity industry is seriously divided, and the head mutual gold stocks entered the market earlier, which seized the market traffic in the early stage. However, with the tightening supervision of the small loan industry, the decline in private lending interest rates and the management of credit information business in recent years, the old consumer credit App is facing a transformation. On the other hand, after the epidemic, licensed consumer finance went online to compete with online small loans, and old customers refinanced and users pulled new ones to become the focus of consumer credit App.
From the perspective of user activity, the number of app active users of financial technology listed companies has declined, but the number of app active users in the head has remained absolutely ahead, with tens of millions of monthly users of installment music and 360. The scale of App active users of consumer finance companies has grown rapidly. Anyi Kazuki Watanabe musician, a subsidiary of Immediate Consumer Finance, has over 6 million active users, ranking fifth in the category of consumer credit.
Borrowers' complaints and unusually high interest rates have always been a problem that plagues the consumer credit industry. In order to solve this pain point, the organization uses App information to content consumer education and anti-fraud knowledge popular science information, including pictures, words, topics and live broadcasts.
In order to further improve the re-borrowing rate, some apps have introduced a membership system. Members can get interest fee reduction, loan withdrawal, handling fee settlement in advance, and get preferential benefits such as audio-visual platform, food and travel.
In addition, the consumer credit app continues to expand consumption scenarios. Some companies have launched "credit payment" products to bind the second-class accounts of bank cards, and realize the consumption staging of the whole life scene through payment channels such as Alipay and WeChat. Some companies, especially consumer financial institutions, rely on shareholders' resources to open up online and offline life scenes, and offline apps guide traffic, and online apps provide discounts for offline installments.
App construction is an important track for scientific and technological innovation and application of financial institutions. The solicitation of "Leading Cases of Digital Transformation of Nancai Financial Institutions in 2022" is in full swing, and the participation of industry leaders is expected to provide support for the integration of finance and technology. Institutions interested in registering advanced cases of digital transformation can consult 2 1 Century Asset Management Institute for relevant information:15821151426.
Attached:
Description of related indicators of QuestMobile:
MAU (monthly active users): the number of users who have started the App during the statistical period (month). The number of active users is counted according to the dimension of user devices, that is, the number of devices that have started the App at least once in a statistical period (month).
DAU (daily active users): the number of users who started the application during the statistical period (days). The number of active users is counted according to the dimension of user devices, that is, the number of devices that have started the App at least once in a statistical period (day).
Active penetration rate: the ratio of the number of active users of App to the number of active users of the whole network in the statistical period (day/week/month).
Monthly per capita usage time: the average duration of each person using the App during the statistical period (month).
Monthly per capita single use time: the average time for each person to use the App once during the statistical period (month).
(Coordinator: Ma Chunyuan)
For more information, please download 2 1 financial APP.