Cash loan product operation routines and operation system construction!

Recently, I was tasked to study the product operations of the more well-known cash loan companies on the market and understand their operating systems, so I wrote the following article

1. Research objectives: Understand the operation routines of cash loan products and learn to build an operation system

2. Target companies for research:

1. Financial departments of large companies: Weilidai, Jiebei, Jintiao, 360
2. Independent listed companies: Qudian , Fenqi Le, Rong360

3. Research dimensions:

1. Product status: features, credit granting, and credit limit increase
2. Operation routine: attract new users , invite, and active activities

The following table shows the survey results (the red ones are the special points)

From the above table, we can see that aside from the core and widely varying characteristics such as interest rates, approval rates, and credit limits, we can find some product operation strategies under common conditions.

1) Credit limit increase

1.1 Rich in variety, taking 360 IOU as an example

Note: I basically filled in all the information, but the credit limit was not increased. . .

Comment: It is not difficult to access this information. Many companies have many credit information items. However, except for some individual items such as credit investigation, the impact of other information items on the credit limit and interest rate is relatively small. The entire industry is still in its infancy and the database needs to be improved.

1.2 Temporary increase in credit limit charges, taking Fenqi Le as an example

I didn't save the screenshot, and now I can't find the entrance. The gameplay is roughly: apply for a temporary quota with a validity period of 30 days, and collect 2% of the temporary quota as an evaluation fee

2. A wide variety of loan products, taking China Merchants Bank Financial Services as an example

The white-collar loan requires verification of the company email address, which is very tricky. By the way, many banks do not support receiving external emails.

3. The types of charges are complex. Take Jiufu Wanka as an example

Comment: I tried to borrow 8,000 yuan, but there were 7 charges. Can I understand what these charges are? . .

4. Membership system

Membership-based e-commerce has become popular. JD.com and Vipshop are both offering membership-based services. LeHei Card, which is sold by installment payment, supports e-commerce and loan business. It should be the object of imitation for various cash loans in the future. It can collect a fee in advance and increase stickiness.

1. Operational activities:

Since Internet cash loans have only been around for a short time, they are relatively primitive in terms of the richness and routines of operations compared to e-commerce or other Internet products. Common operating methods are divided into three categories: attracting new customers, inviting customers, and being active.

1) New customer acquisition activities: The basic new customer acquisition routine is interest-free coupons or interest-reduction coupons, which is not very interesting.

2) Invite to share activities:

Since the cost of attracting new customers outside the cash loan site is very high, inviting people to share is a method of attracting new customers that all cash loans pay more attention to. There are roughly three types of routines:

1. Invite registration/credit to get 10 to 25 yuan, or get lucky draw qualification

2. If the inviter successfully borrows money, he will receive more than 40 yuan in cash.

3. Partners/loan officers of various names, one or two levels of distribution, taking a share of the loan income

In addition, like JD Finance , you can get some points/coins just by sharing in Moments every day.

By the way, a few months ago, Fenqiele gave away 20 yuan in cash for invitation and credit approval. Now it has been changed to King of Glory points, Q coins, repayment money, phone bills, JD E-cards, and Fenqiele Mall mobile shopping vouchers. Has the effect decreased?

Comment: Are these gifts attractive? . .

3) Daily/Activity Promotion

There are basically two types of daily activities to promote activeness.

1. Sign in to get points and win prizes every day

Comment: Cash loans have a short development history, and points malls have generally not received much attention, except for Jiufu’s points mall, which is much richer than many banks’ points malls.

Comments: Points malls compete on the richness and discounts of exchangeable items. The richer the exchangeable items, the more attractive the points are. Many cash loan platforms and banks have point systems , but there are few exchangeable items.

2. Membership Day

Take advantage of the Wednesday membership day of CMB Union. How to play: grab every Wednesday at 10 o'clock

Activity 1: Grab exclusive coupons for newbies: 3-day interest-free coupons/80 yuan interest-free coupons

Activity 2: One Yuan Super Purchase, each person is limited to one item

Activity 3: Member coupon area (Note: coupons are collected based on membership level)

Comments: There is a regular membership day entrance on the homepage, and Wednesday membership day is created step by step

3. Novel and fun new things:

Barrage: 360 gold bars

Comments: To add some fun to the boring loan business, looking forward to integrating live broadcast , answering questions, etc.

Build a cash loan operation system

Incorporating the work of the product masters of various enterprises and adding my personal opinion, the cash loan operation system should be like this

1. Attract new customers: issue 7-day/n-day interest-free coupons (if you are tired, especially for on-site operations, you can change to iPhone, cash red envelopes, etc.)

2. First order: limited time interest-free coupon

3. Invite to share: Level 2 sharing

Invite registration to get N yuan back, successfully grant credit of N+M yuan, and get X% interest back on the homepage. Fine-tune based on data whether to increase in steps

4. Daily activities

1. Week N Member Day

2. Membership: 199 yuan per year

3. Sign in/forward to Moments every day to get points and enrich the points mall

The most important theme for cash loan products in the first year of operation is to attract new users and increase activity. After the number of users reaches a certain base, we should pay attention to indicators such as first-time users, user loan cycle, average loan amount, and user dormancy loss.

Source: Consumer Finance Graduate