Operational Tips | In-depth analysis of Internet finance operation routines!

As the saying goes, "every industry has its own characteristics and rules", every industry has its own characteristics and rules, and the online lending industry is no exception. Today, let's briefly talk about the activity operations in the online lending industry.

1: What are the main tasks of event operation ?

The general activity operation work can be simply summarized using the AARRR model , which is Acquisition (acquiring users), Activation (increasing activity), Retention (increasing retention rate ), Revenue (obtaining revenue), and Refer (self-propagation). Therefore, the structure of the entire article will be reviewed according to this model.

In the entire online loan operation system, no matter it is channel operation, brand operation, data operation , content operation ... etc., they can only solve the problems of one module, two or three modules of the entire operation system at a time. Only the activity operation, which is called "panacea", can meet all the operational needs of the entire operation system at the same time.

We have already briefly explained the value of event operations, so what are the rules for event operations in the online lending industry? Let’s take a look…

“Know yourself and know your enemy, and you can fight a hundred battles with no danger of defeat.” Perfect event planning begins with a comprehensive understanding of your target users .

2: What is the profile of online loan users ?

We conduct a simple analysis from four dimensions: identity characteristics, investment preferences, channel selection, and risk identification .

Identity traits:

1. The investment enthusiasm of male groups is higher than that of female groups.

2. The main investment users are concentrated between 25 and 35 years old. For people under 25, it may be related to their social experience and economic ability, while for people over 35, it may be related to the level of information acceptance. Due to the young nature of users, event marketing planning needs to focus on interactivity, entertainment, and youthfulness.

3. People with college degree or above are the main investors.

4. "Those who are close to the water get the moon first." The financial industry, Internet industry, and freelancers have the highest overall investment proportion.

Investment preferences:

1. According to the survey, the number of online loan investment platforms is mainly 1-2.

2. Banks and state-owned enterprises are the most popular among investors , followed by private enterprises, venture capital enterprises, and listed companies.

3. In terms of target selection, targets within 1-6 months are the most popular among investors, followed by medium- and long-term targets within 6-12 months.

4. The investment amount of online loan investors is generally concentrated below 10,000 to 50,000 yuan, and the number of investors decreases as the amount increases.

5. In addition to investing in online loans, the most popular investment channel for online loan investors is funds, followed by stocks, and finally gold, foreign exchange, Yu'ebao, futures, etc.

Channel selection:

1. When online loan investors choose a platform, recommendations from friends and family are ranked first. Generally, users will recommend platforms that they like or think are good to people around them. There are generally two basic reasons for inviting friends: one is that you think the product is really good and recommend it to your friends from the bottom of your heart; the other is to make some money and get the platform's invitation activity rewards.

2. Search on specialized websites (such as Wangdaizhijia), and make your selection based on rankings and user reputation rankings.

3. After searching the platforms, make a comprehensive comparison and choose the platform with higher returns for investment.

4. The platform actively promotes and introduces.

Risk Identification:

1. Platform background and team operation and management are the primary factors that users consider.

2. The availability of guarantees and mortgage products is also a core factor that users pay attention to.

3: What are the common operational activities in the online lending industry?

01 New customer acquisition activities:

Written before event planning:

( User behavior path diagram of online loan platforms )

Several issues that newbies need to understand:

1. How to define new users and mature users? What are the dimensions that define new users and mature users?

Reasons for defining new users: New users generally have multiple privileges. If the definition is too tight, it will easily lead to the loss of other privileges due to changes in user attributes after completing a transaction, which will easily lead to user loss. If the definition is too loose, it will increase the platform's cost of attracting new users. According to general rules, the definition of a new user is generally considered from four dimensions: number of investments, investment amount, investment category, and investment cycle. The specific indicators vary from person to person based on the standards of each company.

Number of investments : If a registered user has invested more than 5 times, but the total amount is less than 1,000 yuan, can he be considered a mature user?

Investment amount/investment category: If a user invests a lot of money, but only in one category, can this user be classified as a mature user?

Investment cycle:

1. If a user does not make any further investments for three months or six months after making his first investment, can this user be considered a mature user?

2. The registration conversion rate is low . The problem to be solved is how to improve the registration conversion rate.

3. The investment conversion rate is low, and the problem to be solved is how to convert the first transaction. The investment pattern of online loan users is generally: experience first and then invest, the investment amount increases from small to large, and the investment period increases from short to long.

1. Benefits for new users.

Case interpretation:

1. Register and receive 8888 yuan of trial money. If users want to get free trial benefits, they must complete real-name authentication and bind their bank cards, allowing new users to experience the platform's investment returns without investing any of their own funds. When users need to withdraw profits, they must meet the minimum cashout amount before they can withdraw cash. At this time, users will consider depositing money. In this way, a small trial fee will guide users to complete the work before formal investment and lay the foundation for subsequent formal investment.

2. New investors can enjoy a 2% interest rate increase exclusively for them. By setting up short-term, high-interest, small-amount targets to guide users to complete their first investment, after the short-term investment income expires, users can experience the platform's withdrawal speed, complete the enhanced publicity of the platform's strong liquidity, and lay the foundation for subsequent reinvestment.

3. A 3,000 yuan beginner gift package will be given to the first investor. After the user completes the first investment, they will be given a big gift package, which contains investment deduction red envelopes of different sizes. The validity period of the gift package is generally 15 days or 30 days. If the user does not invest, he will feel that he has not got the best deal, so he will consider making the next investment, thus guiding the user to make multiple subsequent investments.

The above triple benefits for novices are linked together, guiding users step by step to increase their trust in the platform, and guiding new users to gradually move out of the novice period and transition to mature users. Through the data, we found that among the first-time online loan investors, there are a large number of users who invest tens, hundreds, or even hundreds of yuan. These investment amounts reflect the typical trial investment psychology. The user's experience at each stage of the first investment has a very big impact on whether the user will reinvest. The first investment of a new user is a trial investment with a relatively low amount. As the number of investments increases, the investment amount will gradually increase.

2. Invite friends

Nowadays, the cost of acquiring customers remains high, and it is very difficult to add a new investment user. Channel traffic is becoming more and more expensive, and most of the cost is taken away by channel dealers and advertisers. Compared with the sky-high traffic fees, the invite friends function is favored by major platforms because of its high conversion and low cost. Now in the mainstream App products on the market, inviting friends to register has become a standard feature.

Case interpretation:

1. Invite a friend to register. If the invitee completes the real-name authentication, both parties can receive a 20 yuan red envelope. By giving red envelope rewards to both parties, both parties are encouraged to complete the operation, while guiding new users to lay the foundation for completing their first investment.

2. Friends who complete their first investment can receive cash rewards. Use cash to entice the inviter to actively urge friends to complete the first investment. Because they are friends, users are encouraged to invite friends to invest more. In this way, users are guided to complete their first investment and are also guided to transition to mature users by setting thresholds.

3. Earn commissions every day. By setting up a method of earning daily commissions, users are encouraged to invest in long-term targets and guide investment users to settle down.

02 Collection activities:

The particularity of the online lending industry lies in its positioning as an information intermediary platform. The simple understanding is: the online lending platform is like a pool, water flows in and out every day. If the water flowing in is more than the water flowing out, the pool will not dry up. If the water flowing in is less than the water flowing out, the pool will dry up. Therefore, the main job of the operator is to ensure that there is always surplus water in the pool.

Profitability, liquidity and security are key factors that determine whether users invest in a platform. As far as the common financial management options are concerned, the interest rates on bank deposits are too low, the threshold for financial management products is high and the returns are not high (such as government bonds), good funds are difficult to screen and the returns are unstable and depend on the weather, stocks have high risks but not necessarily high returns and it is unrealistic to watch the market every day. Only online loans have relatively high returns and are risky but controllable (except for malicious platforms), and the fixed principal and interest protection model is more in line with the appetite of most investors.

Collection activities are the top priority of platform activities, and they occur almost every month and are generally quite regular.

1. Cash back on investment.

The investment cashback method is one of the most popular methods used by online lending platforms to collect money. It is simple and crude, cashback earnings are credited to accounts promptly, and there are not too many tricks, so users can understand it at a glance.

2. Full cash on investment.

Investing in Manfan and investing in cashback are basically the same routine, and it is also one of the most commonly used methods of collecting funds on online lending platforms.

3. Give interest rate coupons.

What online loan investment users pursue is to obtain as much high returns as possible while ensuring the safety of the principal. Therefore, the simple and clear method of raising interest rates is very popular among users.

4. Shopping for 0 yuan.

The 0 yuan purchase method of attracting revenue is also derived from the form of full discount and full return. This method of attracting revenue has three advantages: First, it attracts users' attention through the very eye-catching promotional and marketing method of 0 yuan purchase. Any user who sees this promotional method will inevitably click in to take a look, which invisibly increases the traffic of the event. When users see that there is enough money for their favorite prizes, they will want to come and invest, and feel that they have got a great deal by receiving the goods for free; second, this activity can be productized as a fixed revenue module. Users will come from time to time to check if there are any prizes they like, which can not only achieve the website's revenue goals but also build a channel for communication between the platform and users; third, in an era when the cost of traffic and expanding new users is high, cross-border marketing for both parties to divert traffic to each other is a good choice, such as the cooperation with NetEase Yanxuan in the figure, which not only expands new users but also saves marketing costs.

03 Active activities:

From UV, registration, card binding, recharge, first investment, to reinvestment, there are users who choose to remain silent or uninstall at every turn on this thorny road. What operations need to do is to motivate users to keep moving forward at each key point like a hot and sexy cheerleading team.

1. Sign in daily.

Nowadays, there are hundreds or even thousands of peers competing in any subdivided industry. After successfully fighting for new users, how to maintain continuous communication with users will be of paramount importance. Signing in as a simple and common way to stay active is favored by major platforms.

For example, the platform's sign-in cycle is one week. Users who sign in every day can receive cash rewards of different amounts, and they can receive additional double rewards for consecutive sign-ins. It not only satisfies the users' vanity of wanting to get a good deal , but also allows them to gain benefits.

2. Topic community.

Finance always gives people a serious and cold impression, but after years of education on the Internet, users have become accustomed to the feeling of being pampered and spoiled, and hope to communicate more with the platform. Topic communities are responsible for communication between the platform and users, notification of company-related information, notification of company benefits, user education, etc. It is also an important means for companies to deploy content operations. It has basically become a standard feature of the platform and is very popular among major platforms.

3. Points mall.

The purpose of setting up a points mall and a member points system is generally to enhance user stickiness and activity, better manage members and improve user experience. As standard features of major platforms, I will not go into details here.

3. Brand activities

There is a very popular joke about brands on the Internet. Although it is very micro-business, it is worth our consideration.

The following is the content of the paragraph, please enjoy it:

Today a customer asked me, what is a brand?

I responded like this: “Have you ever walked across the bridge?

"I have passed by."

“Is there a railing on the bridge?”

"have."

"Do you hold the railing when you cross the bridge?"

"No."

"Then the railings are of no use to you?"

"Of course it's useful. What if you fall down without the railing?"

"But you didn't hold the railing?"

“…But…but without railings, I’ll be scared!”

“Then the brand is the railing on the bridge!

Isn’t it classic? This is the role of the brand.

Security, profitability and liquidity are the three factors that most investors pay more attention to, among which security ranks first. The reason why Lufax , the "leader" of the online lending industry, has been able to rise rapidly is because it has Ping An Bank, a good father, to provide brand guarantee. Therefore, the brand activities of online loans are generally developed around these aspects.

1. Information disclosure.

On the one hand, information disclosure is a regulatory requirement; on the other hand, it is also a means of brand promotion and is a standard feature of all major online lending platforms.

2. The government and state-owned enterprises stand up.

Remember our previous user portrait analysis ? Banks and state-owned enterprises are the most popular among investors, followed by private enterprises, venture capital companies, and listed companies.

3. Bank deposit.

Although banks have many cumbersome processes that make people want to complain, their security is unquestionable. Custody services can not only comply with national supervision but also provide protection for investors, and it is also a means of publicity.

4. Operation report.

Operational reporting is both a compliance requirement and a good way to promote your brand.

5. Charity and public welfare.

This public welfare approach is beneficial to both parties, so I won’t go into details.

6. Offline meeting with investors.

For the platform's big Rs (users with funds exceeding 100,000), online communication alone is far from enough. Offline face-to-face communication would be a good choice.

7. Brand advertising.

The premise of brand advertising is: you have to have money! You have to have money! You have to have money! Important things should be said three times.

The most impressive brand advertisement in the online lending industry should be the native IP advertisement of Ai Qianjin in the popular online drama "The Lost Tomb". Once this advertisement was released, Ai Qianjin quickly moved from an unknown small platform to the trillion-dollar club. The effect is self-evident.

4: Hot activities.

If the activity operation capability reflects whether an operator is qualified, then the hot activity operation capability reflects whether an operator is excellent. Why do I say so? Event operation tests an operator's planning ability, department coordination ability, project control ability, execution ability, data analysis ability, adaptability... etc., and hot events require "speed", "accuracy" and "ruthlessness". The time is tight and the task is heavy, which further requires operators to improve their planning ability, communication and coordination ability, and adaptability. The operators who can keep up with the hot topics and make the activities successful must be the best in operations. Durex is a well-known example.

For example: (If you can't find a hotspot for the moment, use this instead)

Follow the official account " Operation Uncle " and reply "JR" to download the full version of "2018 Financial Industry Information Insight Report!" 》.

The author of this article @九山阿童 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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