Detailed explanation of the promotion and operation strategies of the loan industry!

First, let’s analyze Daichao’s business processes and key indicators.

The first is the customer acquisition cost, which is the cost of buying volume from various channels. To improve the efficiency of this indicator, one is to attract traffic, which should be large in volume, with many channels and rich sources to maintain a stable level; the other is the price of buying volume, which should be relatively controllable, while focusing on free traffic, thereby lowering the overall customer acquisition cost; the third is the quality of traffic, which determines whether subsequent operations can run smoothly.

The second indicator is valid registered users, that is, after the purchased user registers for your loan h5 or app, he will apply for various loan products of Party A and click on the product link. Then we consider this to be a valid registered user. So if you settle with the channel based on valid registered users, it will certainly be more beneficial to you. But for public high-quality traffic, it’s all about selling clicks.

The third indicator is the loan application UV brought to you by your effective registered users. For example, if a valid registered user clicks on three loan products abc, then the UV he brings is 3. Of course, even if he clicks on loan product A five times, it will only be counted as one UV. The more UVs there are, the more commissions Daichao can get, so it is crucial to improve the UV ratio brought by effective registered users.

The fourth indicator is the number of successful registrations brought by UV. Not all clicks will lead to successful registration, there will be a certain amount of loss. The objective factors that affect this indicator are the quality of the user himself and the registration process and front-end experience of Party A's product.

The fifth indicator is the loan disbursement rate. These registered users may not meet Party A’s risk control requirements and may not be able to obtain loans.

The sixth indicator is the overdue rate. There are two objective factors that affect this indicator. One is the quality of users of loan superconductivity, and the other is the quality of Party A’s own risk control model.

Based on the above six indicators, the following operational strategies can be formulated.

Plan A - Proxy mode. The core lies in business capabilities.

Focusing on selling or buying traffic, providing super-traffic or directing users to Party A to earn the difference. This model itself does not require the use of a loan super system. For example, if you are an agent for acquiring customers for a certain Party A product and settle the bill at 15 per CPA, you can find a third party through other means to purchase at 14 per CPA. This model cannot be said to be worse than Daichao. For example, if you spend 15 yuan to buy a CPA for Daichao, but these users do not register for Party A's products, you will have negative returns. The agency model is almost a sure win, but sometimes the user party you bought does not approve of it, and you will need to deduct the money from the channel and then return it to the party. How to maintain and publicize these resources is a big challenge. More importantly, this model requires abundant and stable resources on both ends.

Plan B - Version 1.0 of Daichao, the core is to buy low-priced traffic

Among the six indicators above. We found that profits come from several sources. One is the price difference of traffic. For example, we buy a CPA for five yuan and sell it to Party A for 15 yuan. Some people have special resources, such as text messages. The other is to improve the efficiency of traffic monetization, turning one user into multiple UVs, thereby obtaining more commissions. Another thing is to improve the bargaining power of commissions. For example, in most cases, it is more advantageous for loan super to sell UV than CPA. Finally, the settlement is based on commission. From being a water seller, one becomes on the same level as Party A and directly earns financial profits.

In version 1.0, the most important thing is to buy traffic at a low price. In the early bonus period, whether buying text messages, buying data from big data companies, or buying information flow from Toutiao and Tencent, or brushing the rankings in the app store, the cost is very low. Now this kind of bonus is basically gone, and what remains are less public resources, such as creating multiple vests to do ASO, intercepting other people's brand traffic, going to forum communities to get brand word traffic, buying some precise SMS push, relying on relationships to direct some loan super, Party A's data, etc. For version 1.0, if you can handle it well, you don’t need any people, such as operations, client and channel business, and product technology iteration. They are not very important. You can buy low-priced traffic and make a profit.

Plan C - Daichao 2.0 version, the core is traffic monetization efficiency

The traffic dividend is gone. Improving the third metric is crucial. There are many ways to improve, such as the return and collection functions of h5, multiple inducements for app registration, rewards for paid membership registration, including maximization of advertising space, and visual and click button optimization of a single advertising space. Logically speaking, the product planning and operation is similar to that of an advertising system. If we regard Daichao as an advertising system, we should make users click more on Party A's products and maximize the benefits of each click. Therefore, bidding in the future is not impossible, provided that there are enough users and a stable market. In addition to the above strategies, referring to the advertising platform's brushing and mixing mechanisms, one is that the UV number can be increased by introducing low-quality traffic from the outside, and the other is to brush the volume through machines or other external methods. Similarly, the fourth indicator, the number of successful registrations, and the UV operation strategy are almost the same.

Plan D - Super Loan Version 3.0, the wool comes from the sheep.

In fact, as a middleman, you must deeply understand that the wool comes from the sheep. Let’s take advertising as an example. I sell you advertising, and you settle with me based on the final profit. How do I measure this final profit? How do you convert your brand and market growth into benefits for me? The same goes for Party A. I make a lot of money, and now you want me to share the large profits with you based on the results. So what if I lose money? I pay for the advertising, will you share the cost for me?

Therefore, whether it is the middleman or the advertiser, the relationship between them and Party A has always been just a gentleman's friendship. I'll direct traffic to you, and you just give me a commission. I can't guarantee your results, but in order to gain more partners, I will try my best to ensure the quality.

But if my quality is good, I will definitely increase the price, right? I can either raise the price or add some water. The price remains the same, but my total volume increases. Party A does ultimately decide whether to continue the cooperation based on the payment cost, but where is the red line? Is it strictly followed?

Just like quality, good and generally good, can't generally good cooperate? That's fine too. The loan red line is 5%, so can we cooperate at 4.5%? That's fine too. Then the difference in the middle is most likely the profit.

So in version 3.0, the channel party has added volume to Daichao’s diversion. Can Daichao deduct the channel’s volume? Similarly, can extraordinary measures be used to increase the total UV and CPA settlement? It is not excessive. You should know that Party A will also deduct the total registration amount that exceeds the loan amount. This is why selling UV is good. Party A cannot deduct the amount.

It is obviously more difficult to master version 3.0 than 1.0 and 2.0.

First of all, the value of your entire traffic in and out should be almost the same. If the traffic you buy is very expensive and of poor quality, no matter how you improve the UV quality or reduce the amount, you will not be able to achieve a balance in the end. If the price is high and the quality is good, there is still a way to achieve balance or a small profit. From conventional text messages, loan super, to information flow, Douyin Kuaishou, application market CBD, ASO, etc., they are all indispensable. They must have a large total amount, be balanced and stable, and also require breakthroughs in single key channels to reduce total costs.

Secondly, once your traffic comes in, you need to operate it well. The key lies in the third and fourth indicators, which are to maximize the value of traffic monetization through the advertising operation system. This is a test of your operations and product planning and implementation.

Since traffic needs to be monetized in a timely manner, retention will not be very good, so you need to have sufficient clients to achieve timely monetization.

More importantly, since the wool comes from the sheep, it is indispensable to have strong business public relations capabilities with the client and channels. There should be multiple teams running synchronously and competing.

On the contrary, purchasing accurate traffic is not the most important thing in this version. Operations, business and data are all indispensable.

Plan E - Version 4.0 of Loan Super, Earn Money from Finance

The above models all make money from the price difference of traffic. In fact, money in finance is easier to make.

If the fifth indicator is good, can the loan be over-issued according to how much commission is charged for each successful loan? It just requires a good API interface to obtain the user's full-process data in real time, from registration application to loan disbursement and repayment. This greatly increases the technical requirements for Daichao.

If the risk control and blacklist filtering systems are well implemented, the sixth indicator will be greatly improved, thereby increasing the commission cooperation ratio.

At the same time, membership fees can also be charged to users. At the same time, other financial services will be added, such as credit cards, refueling, mobile phone recharge, etc.

As the loan super market becomes a red ocean, loan super will be formalized in the future and gradually develop towards 3.0 and 4.0. The model that solely relies on the market or operation to achieve the so-called low-price acquisition of users and high-price sales to make a profit will become invalid. The third-party money-making model is becoming more and more complicated, which requires excellent market and operation to create interest rate spreads, business negotiation and bargaining power, as well as a systematic thinking of "the wool comes from the sheep" and diversified charging models. It can be said that in a complex system, marketing, operations, business, sales, technology, and products are all indispensable, and a project leader with flexible business thinking and careful data analysis capabilities is even more crucial.