Discussion from 4 aspects: Analysis of competitive products of financial diversion products (I)

The cooperation model of the financial traffic diversion platform is to provide the platform with information on financial products and financial institutions, which serves as a page diversion role, while the investment process is completed in the background of the financial institution. This article is mainly about the competitive analysis of financial diversion products . Let’s take a look~

The first phase of analysis focuses on business analysis, mainly on platforms that divert P2P products. By analyzing the overall industry status of financial traffic diversion platforms, as well as the background, profit model, promotion channels and product positioning of 30 representative platforms, an effective reference is provided for the company's new product (version 1.0 of the traffic diversion platform).

The analysis of the experience layer will be introduced in detail in the second stage.

1. Industry Background

On August 17, 2016, the "Interim Measures for the Management of Business Activities of Online Lending Information Intermediaries" imposed very strict restrictions on the P2P business model, namely that it can only engage in small-scale and scattered lending information matching business, and clearly prohibits large-scale targets and credit intermediaries. Under such circumstances, many platforms either withdrew or transformed, and the most common transformation model is traffic diversion.

What is a financial traffic diversion platform?

The cooperation model of the financial traffic diversion platform is to provide the platform with information on financial products and financial institutions, which serves as a page diversion role, while the investment process is completed in the background of the financial institution.

The platform's main financial diversion product types are: funds, securities , asset management, insurance, etc., as well as lending projects from other P2P platforms .

Different from directly releasing financial products, the diversion model seems that the platform only provides an entrance and does not participate in the collection and distribution of funds. It does not require a fund agency license, but only an insurance agency or intermediary license. However, whether this model complies with regulatory requirements remains to be discussed.

2. Competitive product selection

We searched for a total of fifty platforms using the keywords : p2p traffic diversion platform , online loan accounting, Internet financial management community, p2p financial management rebate platform, online loan information platform , one-stop financial management, third-party online loan financial management tools , asset allocation, financial investment shopping guide platform, diversified investment platform, aggregation platform, online loan news, and online loan community, and screened out twenty platforms that were incomplete in function and unusable or had a very bad experience. Subsequently, a detailed review of the other thirty platforms was conducted, followed by a horizontal comparative analysis.

These thirty platforms can be basically divided into three categories based on their functional characteristics: accounting, information community, and investment rebate.

• Accounting: Laibei Accounting, Caiyu Butler, NetEase Youqian, and Jinmao Butler;
• Information: Qiantang, Youjin, Duozhuan, Wangdai Tianyan, No. 1 Financial Report;
• Rebate platforms: Windmill Financial Management, Instant Financial Management, Rebate Investment, Interest Rate Increase Box, Money Lover's Home, Love Money, Gumi Wealth, Caiqi.com, Interest Rate Increase Treasure, Rebate 360, Yinqiao.com, Send Money.com, Financial Supermarket.com, Gold Digging Era, Stone Guest, Rebate Treasure, Worth the Investment, Multi-rebate, Souli.com, Xicai Financial Supermarket.

3. Overall Overview

First of all, in terms of establishment time, most companies were established between 2011 and 2017 and operated normally for 2-4 years.

Most of these companies were originally Internet technology companies or financial information consulting companies, and most are in the angel round or A round.

The main profit-making method is to provide all-round information release to platform operators, including commission income generated by recommending financial products and banner advertising promotion . In addition, there are lending businesses (interest rate increase box), data information services (No. 1 Financial Report), and cooperation with e-commerce platforms to earn commissions (immediate financial management).

In addition to publishing traffic diversion information for the platform, some platforms also make profits through paid financial management courses, selling books, etc. For example: Qiantang and Duozhuan. Caiyu Guanjia requires payment when changing the special skin when recording the balance.

According to the iResearch Mobile Index, users of traffic diversion platforms are mainly between 25 and 35 years old, and are mainly men from second- and third-tier cities. The following is a user portrait built based on relevant information.

Name: Liu Yang

Gender: Male, Age: 34, Residence: Xi'an, Occupation: Construction Engineer, Total Annual Family Income: 350,000 yuan.

Usage scenario: You have chosen P2P financial management for about 3 years and are looking for high returns and low risks. I usually diversify my investments, choose multiple platforms, and install many apps on my mobile phone. I often go to the official website of each platform to learn about the platform’s background, risk control, etc., and then choose to invest after I have a clear understanding.

Pain points: Diversified investments are not convenient to manage and view in a unified manner. It is not convenient to understand the background risk control of the platform, and ratings cannot be viewed.

Expectations: I particularly hope to be able to centrally manage the funds of my own investment platform, to grasp the latest industry information and financial management knowledge, and to exchange experiences with fellow investors. I hope to find a platform with professional risk control capabilities to screen out high-quality online loan platforms .

Factors to consider: risk control capabilities and number of platforms.

Name: Zhou Nana

Gender: Female, Age: 28, Residence: Shanghai, Occupation: Copywriting , Annual income: 150,000 yuan.

Usage scenario: I have chosen P2P financial management for about half a year. I mainly pursue stability and security, and also hope to get more benefits through red envelopes, coupons, etc. I usually join some financial management groups. If I see that the platform that everyone invests in in the group is safer and has more red envelope returns, I will follow suit and invest.

Pain points: Be able to find platforms that give more rebates, analyze which platforms are safer and have higher returns, and ask experts for advice.

Expectation: I hope to find a platform with high rebates, which can screen out high-quality online loan platforms.

Factors to consider: risk control capabilities, number of platforms, and strength of rebates.

4. Typical Platform Analysis

Finally, we selected two typical platforms from each category for vertical comparison and analysis. The six platforms are:

• Financial management and accounting: Caiyu Guanjia and Jinmao Guanjia. These two platforms also come with other functions, such as BiTu information community and rebate and interest rate increase.
• Information community: Qiantang, Duozhuan;
• Rebate category: rebate investment, immediate financial management.

First of all, the accounting category: Caiyu Butler supports more than 3,000 p2p, bank cards, digital currencies, credit cards, Alipay , Wealth Management, JD Finance , housing provident funds, stocks, funds, loans, social security, various types of regular financial management, etc., with password isolation, bank-level super encryption, authoritative certification, listing system, government cooperation, and four years of safe operation.

It also supports direct authorized login on more than 150 popular P2P platforms, can synchronize balances, investment details, repayment status, exclusively provide background snapshots, save investment evidence, monitor platform dynamics, support automatic synchronization of more than 300 currencies, and connect with the housing provident fund systems in more than 300 cities across the country.

You can directly and synchronously query the balance, account details, and deposit details, and automatically track 25 types of asset detailed bills, asset trends, repayment due dates, etc. The platform has its own financial products and products from 7 other P2P platforms.

Golden Cat Manager supports accounting types such as p2p, stocks, funds, currencies, and banks, double communication encryption, bank-level security precautions, and purchase of Pacific Insurance. It supports investment data accounting management of hundreds of popular P2P financial management platforms , automatic synchronization, and real-time control of asset status. Asset allocation is iconized for easy viewing. Created by an expert team, it is the most professional smart investment platform with financial products from 25 p2p platforms.

The following is the functional structure diagram of Caiyu Butler and Jinmao Butler:

The second is the information community category: Qiantang is mainly a financial management knowledge community where you can post questions. It has modules such as groups, daily topics, and gatherings of experts. The courses mainly include investment and financial management, home buying strategies, life, and insurance, and are paid courses. The diversion products include the platform’s own products, gold, funds, currencies, mixed products, stocks and bonds.

The information that earns more is the headlines, and the community functions include hot topics, headlines, p2p, funds, houses, insurance, wages, opening stores, credit cards, and WeChat business; it supports p2p, currency, bank wealth management, stocks, funds, and insurance accounting, supports 12P2P synchronous accounting, and automatic fund accounting. It can perform statistical analysis on asset analysis and repayment plans, and can support products from 12 P2P platforms.

The following is the functional structure diagram of Qiantang and Duozhuan:

Finally, there are rebate platforms: rebate investments are mainly in the form of red envelopes, investment receipts, and sharing of investment rebates. Investors can enjoy a rebate of 1%-5%; the information section is a financial management tip; the account book contains invested projects, investment reports, and a payment calendar; the platform cooperates with more than 50 p2p platforms, and also has fixed income, banks, funds, current accounts, gold, crowdfunding, overseas, insurance and other products.

The rebate methods of Jikeliwang are red envelopes, investment receipts, and sharing of investment rebates. It also has community functions: attention, combination, comment, topic, experience, and school. The platform provides financial products from more than 90 P2P platforms.

The following is the functional structure diagram of rebate investment and instant financial management:

For detailed experience analysis, please see the next article. .

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The author of this article @马君霞 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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