1 thought on “JD financial experience and competing product analysis”
Jon
1 Experience environment
2 Product experience analysis
2.1 strategy layer n industry background analysis
In the period of severe turbulence, on the one hand, the active scale of the financial market has accelerated. In 2013, China Financial Technology's revenue was only 69.51 billion yuan, which later showed a high -speed growth state. By 2018 It reached 969.88 billion yuan, a year -on -year growth rate of 48.3%. Relevant forecast restrictions, the scale of China's fintech revenue by 2020 may reach 1970.4 billion yuan, and the rapidly growing market is huge profits and capital. On the other hand, the P2P platform frequently burst thunder, poured cold water to the overheated market, prompting consumers to invest more rationally, and greetings to the heads of risk aversion to the heads. Come to credit increase.
In this case, the competitive advantage of head companies is becoming increasingly obvious. Good credit and strong capital strength behind attract more users to use platform products; mutual money enterprises can use their help in their hands. Active users and huge funds increase negotiation chips, and gradually build an ecosystem while cooperating with traditional financial companies. Chen Shengqiang, CEO of JD Finance, said that in the future, JD Finance will no longer do finance, but "changes from finance to help others to do finance" and transformed into a technology company.
In 2017, a number of Internet financial platforms have been renamed one after another. The company emphasizes that he is a technology company. Domestic media call this process into the "Fintech 3.0" stage. Financial enterprises should combine their own endowments and focus on the advantageous industries, to create an ecological platform internally, and create a complete set of comprehensive financial services products and solutions with customers. Links ecological resources, focusing on big health, new retail, pension, education and other ecosystems, and to conduct foreign dredit with various business departments and external partners to create value.
It can be seen from the Baidu Index that the search index of Internet finance in 2017 is lower than the average level, but the JD Finance Search Index is slightly better than the search index of Internet finance and is gradually rising.
The data above is based on Baidu data
Marketing analysis
In the entire mutual gold market, JD Finance is unique, and other similar products rank among the top products. Three are Ant Wealth (No. 4), Tiantian Fund (No. 5), and Lu Jin (7th). However, the number of active users is far from JD.com. The high market penetration rate determines that Jingdong has more right to speak in the field of mutual gold and has an advantage to create all ecological financial services.
It data above Erici data
product positioning
This is a multi -function Internet financial product, which is satisfied On the basic sector of the demand for fixed investment and fund), the three major sections of the three sections of credit (Jingdong characteristic white bars, that is, borrowing), protection (insurance business), and life (life and consumption services) are focused on building a full coverage The financial and ecological industry chain is a one -stop full financial services for consumers. To put it simply, JD Finance has steadily stabilized from the initial wealth management products, and gradually covers the five major financial fields of deposits, wealth management, loan, consumption, and insurance, trying to create a comprehensive Internet financial ecological service system.
The new page architecture first came from November 2018, and the version also jumped directly to 5.0.0. Judging from the transformation of the early market goal "from doing finance to helping others to do finance", this major revision is also a major breakthrough and attempt for JD Finance to seize the trend of market changes. Old users are bound to the platform, and they can also attract more new users with their new expansion business.
It can be seen from the figure below that after the revision, the number of devices has risen steadily. This revision can be said to be an effective defense after P2P financial explosion.
It data above Erici data
user analysis
Jingdong Financial APP users are mainly male gender, which is with men in family financial management Zhongzhan dominates.
The user groups of the JD Financial APP are concentrated in the 31-40-year-old user group, that is, post-80s and 90s. Users of this age group have participated in 4-7 years. With certain savings, economic conditions are better than users under 25 years old, so the proportion of the population is higher than the crowd after the age of 25.
. At the same time, the post -80s and post -90s are also the main body of the Internet. They have rich experience in Internet use. They are the first users who enjoy the Internet dividends. The Internet acceptance of the Internet is higher than those over 40 years old. In addition, the post -80s and post -90s education levels have basically established independent financial management awareness, and they also have the ability to independent financial management. It is easy to use mutual financial wealth management products spontaneously. At the same time, because of the intensity of work, there are not too many free time to seek financial management institutions for asset management, so they tend to use network mutual gold products. The above analysis has also been reflected. People over 40 years old have better economic capabilities, but the use ratio is far lower than the 31-40 years old.
The data above is from iResearch
It from the area of use, the north and Shenzhen -wide users occupy the top four. The user economy foundation of first -tier cities is better than other cities. The proportion of crowds, fast work rhythm, and basically match the age distribution above. From the analysis of data, it can be concluded that such customers are the target customers of JD Finance.
The data above is from Baidu data
Summary of JD Finance has a strong attraction for the main users of young gold, but users over 41 years old are not high. This is not only related to the user's own knowledge, habit, but also related to the target user positioning of the product -preferred to the young and middle -aged user group -target users can see some clues from the product analysis of the later text.
. From the perspective of economic conditions and savings, users over 41 years of age or wealth management funds should not be less than 31-40 years old. As the next breakthrough of JD Finance.
2.2 range layer
Jingdong Finance focuses on providing full Internet finance services. Functions include deposits, wealth management, lending (mainly JD.com, gold bars), consumer (JD Mall and overseas overseas and overseas Assets), leasing, insurance business, living payment, crowdfunding and other businesses. From the perspective of functional scope, JD Finance has accommodated a series of financial activities around finance as its core. This approach is basically the same as the strategy of creating an ecosystem in their respective fields at the moment.
In wealth management
The Beijing Kentui Fund Sales Co., Ltd. under Jingdong Finance has a financial business license, so the fund wealth management business is its most basic, but also one of the most core businesses Essence
The small vault (current business) is very attractive, with flexible access, and at the same time, the annualized return rate is higher than Yu'ebao. In the early stage of drainage, it is still very attractive to some "profit -making" users.
In the basis of regular wealth management and fund sales business, many scene -based special financial management business has been formulated, which is more attractive to specific groups. For example, "Mom Financial" and "middle -class wealth management" are based on very distinctive businesses based on user scenarios.
The bank business provides a purchase interface for bank wealth management products, and the gold business borrows the purchase interface. The stock business does not provide the purchase interface, but can only view real -time shares and stock information. These three businesses are very interesting. Banks can be understood to provide platform services. The launch of small gold cards bound to banks can be said to increase user stickiness. However, gold belongs to the futures business. The stock belongs to the securities firm business. JD.com has no relevant licenses. It can be understood as the test habits of JD Finance to cultivate users.
It wealth management education videos and financial information are not only to improve the number of user login and stay time, but also to build a communication community through the way of knowledge popularization and communication, attract new users, especially Xiaobai users, and improve it. Old users sticky.
The credit
The first white bar business is now in Jingdong Mall. It was originally one of the choices for shopping in shopping malls. After years of cultivation, it gradually turned into a large payment scenario The behemoth.
The white bar is used to purchase mall products; it can also be used to purchase third -party commodities in installments, such as car installment and home improvement consumption; it can even be used for leasing goods, including drones, laptops, etc. Bai Bar Flash Payment can bind WeChat payment and mobile payment. The current domestic payment business is almost completely antitrust by the payment room and WeChat, and it is difficult for other payment tools to find the way out. Paying the market, but it can make itself one of the payment chains. At the same time, the white strip flash payment can be used as a supplement to WeChat payment, because Alipay can bind Ant Huayan. To some extent, ant flower buns are a routine for credit card payment. Essence At this point, to some extent, the white bar business has opened up most of the payment scenario business.
The gold bar can provide fast borrowing. Try it simply. The application procedures are very simple. It is easy to get 20,000 quotas. Although not many, it can be emergency at a critical time.
The mortgage loan can easily and quickly provide online car loans and housing loans. In the current situation of Yin Gen, this loan is equivalent to life -saving money for some small business owners.
The insurance
does not need to be said that the insurance business is high, and the profit is high, and the domestic market space in the future is huge. However, the domestic competition pattern has basically formed an oligopoly market, and large insurance companies occupy most of the market's share and profits. If the front is torn, JD Finance has no advantage, but as a platform for providing purchase services, it is basically a business that is stable and not compensated. At the same time, JD.com also launched its own two wealth management products, Jingxinbao (medical insurance) and Xiaojingbao (insurance wealth management products), which can be understood as the test water in this market.
The custom insurance services can grasp the attention of users, including the critical illness, fracture, child education, critical illness insurance, and the most important but often ignored pillar that are more concerned about ordinary middle -class families. It is the insurance of the economic pillar.
The risk assessment can be evaluated according to the insurance situation of the account as an intelligent auxiliary tool, which can play a role of warning and reminder. But the objectivity of the evaluation is based on whether the user is purchased on the platform.
Life
Lish business covers almost all living payment, including credit card repayment, free transfer, mobile phone recharge, water and electricity costs, gas, etc.; Business, including hotels, trains, movies, air tickets, tickets, tourism, etc., and surprisingly, the booking business does not provide a third -party booking interface, but a booking business of Jingdong itself. Provide one -stop service for life travel.
It Jingdong crowdfunding is currently ranked second in the industry. Basically, the project type is not limited, but it is a big ace with scientific and technological products. At present, JD Finance is building an equity crowdfunding, and the development trend cannot be underestimated.
members
members to summarize and screen the functions of the above four sectors. On the homepage Member rights, community exchange information, etc.
2.3 Structural layer
Sold product structure function chart n product flow chart
Example shows the product operation process.
2.4 frame layer
"My" page
The above pictures are "my" page
Summary: The "Mine" page contains the recommendation information of the other four sections. The complicated information is very heavy, but for JD Finance's goal of playing thousands of financial ecological chains, this information must be accommodated. From this perspective, the "My" page design is very reasonable. While ensuring the amount of information, it can effectively highlight the focus, and the logic of the functional layout is clear, and users can feel it.
has only a little personal consideration. The current financial management is still the business that most customers are most concerned about. Wealth management products should occupy an important position in the first window.
"Wealth" page
"Credit" page
"Insurance" page
n 2.5 Performance layer
It uses different theme colors in different sectors to make the content and background more fit. The background color is white, simple and simple, and will not cause interference to the user's sight.
This pages use colorful purple and yellow main colors in the "My" page, showing a warm and joyful atmosphere, mobilizing users' enthusiasm and buying desire. The "wealth" page uses the main color of dark gold to create a distinguished and luxurious back tone and professional atmosphere, and enhance user trust. The "Credit" page is the main color of gray blue and golden yellow. The gray blue bars give a sense of confidence and trustworthiness, and golden yellow is in line with the theme of borrowing money. The insurance page uses blue -green tones to try to create a healthy, safe and vibrant atmosphere. The use of bright red as the main color in life brings the feeling of passion to users.
In addition to the main color, when displaying the function module on each page, different colors will also be displayed according to the functional needs, but overall Fan, each page looks more coordinated and unified.
3 competing product analysis
3.1 competition selection
In selection of products, prioritize products that are highly coincidentally consistent, but JD.com Finance has formed a complete financial ecosystem, so there is no competitive product that can be selected in the market, so it has selected its core business wealth management functions for comparison. There are three other APPs on the market, including Ant Wealth (No. 4), Tiantian Fund (5th), and Lu Jin (7th). Ant wealth belongs to the Ali department. Lu Jin belongs to the safety department. Like JD Finance, it is against the big gold master.
This will be compared from multiple aspects of page layout, functional comparison, target customers and operations.
3.2 Page layout and design style
Jingdong Finance shows all content on a page of "wealth", including asset information, wealth management business, interactive activities, recommended products, wealth god videos, and wealth god video and wealth god video and wealth god videos and wealth gods. Information; Ant Wealth, use four pages to display, "discover", "stock", "community", "assets"; Lu Jin also uses four pages to display, "Homepage", "Exclusive", "Discovery",,,,,, " "mine".
In content point of view, the content contained in the four pages of Ant wealth and Lu Jin is the same as that of JD Finance's pages. Jingdong's financial content is more compact and rich. Users can browse all information from top to decline pages, which is more convenient to operate. Different from the other two, JD Finance places account information above the page, that is, the most conspicuous position, at first glance, there is a risk of exposing privacy. But for the old users of wealth management products, it actually brings convenience. Because in most cases, the user login software is to view the asset status. From the logical structure, according to the account information -all features -special product recommendation -financial video
1 Experience environment
2 Product experience analysis
2.1 strategy layer
n industry background analysis
In the period of severe turbulence, on the one hand, the active scale of the financial market has accelerated. In 2013, China Financial Technology's revenue was only 69.51 billion yuan, which later showed a high -speed growth state. By 2018 It reached 969.88 billion yuan, a year -on -year growth rate of 48.3%. Relevant forecast restrictions, the scale of China's fintech revenue by 2020 may reach 1970.4 billion yuan, and the rapidly growing market is huge profits and capital. On the other hand, the P2P platform frequently burst thunder, poured cold water to the overheated market, prompting consumers to invest more rationally, and greetings to the heads of risk aversion to the heads. Come to credit increase.
In this case, the competitive advantage of head companies is becoming increasingly obvious. Good credit and strong capital strength behind attract more users to use platform products; mutual money enterprises can use their help in their hands. Active users and huge funds increase negotiation chips, and gradually build an ecosystem while cooperating with traditional financial companies. Chen Shengqiang, CEO of JD Finance, said that in the future, JD Finance will no longer do finance, but "changes from finance to help others to do finance" and transformed into a technology company.
In 2017, a number of Internet financial platforms have been renamed one after another. The company emphasizes that he is a technology company. Domestic media call this process into the "Fintech 3.0" stage. Financial enterprises should combine their own endowments and focus on the advantageous industries, to create an ecological platform internally, and create a complete set of comprehensive financial services products and solutions with customers. Links ecological resources, focusing on big health, new retail, pension, education and other ecosystems, and to conduct foreign dredit with various business departments and external partners to create value.
It can be seen from the Baidu Index that the search index of Internet finance in 2017 is lower than the average level, but the JD Finance Search Index is slightly better than the search index of Internet finance and is gradually rising.
The data above is based on Baidu data
Marketing analysis
In the entire mutual gold market, JD Finance is unique, and other similar products rank among the top products. Three are Ant Wealth (No. 4), Tiantian Fund (No. 5), and Lu Jin (7th). However, the number of active users is far from JD.com. The high market penetration rate determines that Jingdong has more right to speak in the field of mutual gold and has an advantage to create all ecological financial services.
It data above Erici data
product positioning
This is a multi -function Internet financial product, which is satisfied On the basic sector of the demand for fixed investment and fund), the three major sections of the three sections of credit (Jingdong characteristic white bars, that is, borrowing), protection (insurance business), and life (life and consumption services) are focused on building a full coverage The financial and ecological industry chain is a one -stop full financial services for consumers. To put it simply, JD Finance has steadily stabilized from the initial wealth management products, and gradually covers the five major financial fields of deposits, wealth management, loan, consumption, and insurance, trying to create a comprehensive Internet financial ecological service system.
The new page architecture first came from November 2018, and the version also jumped directly to 5.0.0. Judging from the transformation of the early market goal "from doing finance to helping others to do finance", this major revision is also a major breakthrough and attempt for JD Finance to seize the trend of market changes. Old users are bound to the platform, and they can also attract more new users with their new expansion business.
It can be seen from the figure below that after the revision, the number of devices has risen steadily. This revision can be said to be an effective defense after P2P financial explosion.
It data above Erici data
user analysis
Jingdong Financial APP users are mainly male gender, which is with men in family financial management Zhongzhan dominates.
The user groups of the JD Financial APP are concentrated in the 31-40-year-old user group, that is, post-80s and 90s. Users of this age group have participated in 4-7 years. With certain savings, economic conditions are better than users under 25 years old, so the proportion of the population is higher than the crowd after the age of 25.
. At the same time, the post -80s and post -90s are also the main body of the Internet. They have rich experience in Internet use. They are the first users who enjoy the Internet dividends. The Internet acceptance of the Internet is higher than those over 40 years old. In addition, the post -80s and post -90s education levels have basically established independent financial management awareness, and they also have the ability to independent financial management. It is easy to use mutual financial wealth management products spontaneously. At the same time, because of the intensity of work, there are not too many free time to seek financial management institutions for asset management, so they tend to use network mutual gold products. The above analysis has also been reflected. People over 40 years old have better economic capabilities, but the use ratio is far lower than the 31-40 years old.
The data above is from iResearch
It from the area of use, the north and Shenzhen -wide users occupy the top four. The user economy foundation of first -tier cities is better than other cities. The proportion of crowds, fast work rhythm, and basically match the age distribution above. From the analysis of data, it can be concluded that such customers are the target customers of JD Finance.
The data above is from Baidu data
Summary of JD Finance has a strong attraction for the main users of young gold, but users over 41 years old are not high. This is not only related to the user's own knowledge, habit, but also related to the target user positioning of the product -preferred to the young and middle -aged user group -target users can see some clues from the product analysis of the later text.
. From the perspective of economic conditions and savings, users over 41 years of age or wealth management funds should not be less than 31-40 years old. As the next breakthrough of JD Finance.
2.2 range layer
Jingdong Finance focuses on providing full Internet finance services. Functions include deposits, wealth management, lending (mainly JD.com, gold bars), consumer (JD Mall and overseas overseas and overseas Assets), leasing, insurance business, living payment, crowdfunding and other businesses. From the perspective of functional scope, JD Finance has accommodated a series of financial activities around finance as its core. This approach is basically the same as the strategy of creating an ecosystem in their respective fields at the moment.
In wealth management
The Beijing Kentui Fund Sales Co., Ltd. under Jingdong Finance has a financial business license, so the fund wealth management business is its most basic, but also one of the most core businesses Essence
The small vault (current business) is very attractive, with flexible access, and at the same time, the annualized return rate is higher than Yu'ebao. In the early stage of drainage, it is still very attractive to some "profit -making" users.
In the basis of regular wealth management and fund sales business, many scene -based special financial management business has been formulated, which is more attractive to specific groups. For example, "Mom Financial" and "middle -class wealth management" are based on very distinctive businesses based on user scenarios.
The bank business provides a purchase interface for bank wealth management products, and the gold business borrows the purchase interface. The stock business does not provide the purchase interface, but can only view real -time shares and stock information. These three businesses are very interesting. Banks can be understood to provide platform services. The launch of small gold cards bound to banks can be said to increase user stickiness. However, gold belongs to the futures business. The stock belongs to the securities firm business. JD.com has no relevant licenses. It can be understood as the test habits of JD Finance to cultivate users.
It wealth management education videos and financial information are not only to improve the number of user login and stay time, but also to build a communication community through the way of knowledge popularization and communication, attract new users, especially Xiaobai users, and improve it. Old users sticky.
The credit
The first white bar business is now in Jingdong Mall. It was originally one of the choices for shopping in shopping malls. After years of cultivation, it gradually turned into a large payment scenario The behemoth.
The white bar is used to purchase mall products; it can also be used to purchase third -party commodities in installments, such as car installment and home improvement consumption; it can even be used for leasing goods, including drones, laptops, etc. Bai Bar Flash Payment can bind WeChat payment and mobile payment. The current domestic payment business is almost completely antitrust by the payment room and WeChat, and it is difficult for other payment tools to find the way out. Paying the market, but it can make itself one of the payment chains. At the same time, the white strip flash payment can be used as a supplement to WeChat payment, because Alipay can bind Ant Huayan. To some extent, ant flower buns are a routine for credit card payment. Essence At this point, to some extent, the white bar business has opened up most of the payment scenario business.
The gold bar can provide fast borrowing. Try it simply. The application procedures are very simple. It is easy to get 20,000 quotas. Although not many, it can be emergency at a critical time.
The mortgage loan can easily and quickly provide online car loans and housing loans. In the current situation of Yin Gen, this loan is equivalent to life -saving money for some small business owners.
The insurance
does not need to be said that the insurance business is high, and the profit is high, and the domestic market space in the future is huge. However, the domestic competition pattern has basically formed an oligopoly market, and large insurance companies occupy most of the market's share and profits. If the front is torn, JD Finance has no advantage, but as a platform for providing purchase services, it is basically a business that is stable and not compensated. At the same time, JD.com also launched its own two wealth management products, Jingxinbao (medical insurance) and Xiaojingbao (insurance wealth management products), which can be understood as the test water in this market.
The custom insurance services can grasp the attention of users, including the critical illness, fracture, child education, critical illness insurance, and the most important but often ignored pillar that are more concerned about ordinary middle -class families. It is the insurance of the economic pillar.
The risk assessment can be evaluated according to the insurance situation of the account as an intelligent auxiliary tool, which can play a role of warning and reminder. But the objectivity of the evaluation is based on whether the user is purchased on the platform.
Life
Lish business covers almost all living payment, including credit card repayment, free transfer, mobile phone recharge, water and electricity costs, gas, etc.; Business, including hotels, trains, movies, air tickets, tickets, tourism, etc., and surprisingly, the booking business does not provide a third -party booking interface, but a booking business of Jingdong itself. Provide one -stop service for life travel.
It Jingdong crowdfunding is currently ranked second in the industry. Basically, the project type is not limited, but it is a big ace with scientific and technological products. At present, JD Finance is building an equity crowdfunding, and the development trend cannot be underestimated.
members
members to summarize and screen the functions of the above four sectors. On the homepage Member rights, community exchange information, etc.
2.3 Structural layer
Sold product structure function chart
n product flow chart
Example shows the product operation process.
2.4 frame layer
"My" page
The above pictures are "my" page
Summary: The "Mine" page contains the recommendation information of the other four sections. The complicated information is very heavy, but for JD Finance's goal of playing thousands of financial ecological chains, this information must be accommodated. From this perspective, the "My" page design is very reasonable. While ensuring the amount of information, it can effectively highlight the focus, and the logic of the functional layout is clear, and users can feel it.
has only a little personal consideration. The current financial management is still the business that most customers are most concerned about. Wealth management products should occupy an important position in the first window.
"Wealth" page
"Credit" page
"Insurance" page
n
2.5 Performance layer
It uses different theme colors in different sectors to make the content and background more fit. The background color is white, simple and simple, and will not cause interference to the user's sight.
This pages use colorful purple and yellow main colors in the "My" page, showing a warm and joyful atmosphere, mobilizing users' enthusiasm and buying desire. The "wealth" page uses the main color of dark gold to create a distinguished and luxurious back tone and professional atmosphere, and enhance user trust. The "Credit" page is the main color of gray blue and golden yellow. The gray blue bars give a sense of confidence and trustworthiness, and golden yellow is in line with the theme of borrowing money. The insurance page uses blue -green tones to try to create a healthy, safe and vibrant atmosphere. The use of bright red as the main color in life brings the feeling of passion to users.
In addition to the main color, when displaying the function module on each page, different colors will also be displayed according to the functional needs, but overall Fan, each page looks more coordinated and unified.
3 competing product analysis
3.1 competition selection
In selection of products, prioritize products that are highly coincidentally consistent, but JD.com Finance has formed a complete financial ecosystem, so there is no competitive product that can be selected in the market, so it has selected its core business wealth management functions for comparison. There are three other APPs on the market, including Ant Wealth (No. 4), Tiantian Fund (5th), and Lu Jin (7th). Ant wealth belongs to the Ali department. Lu Jin belongs to the safety department. Like JD Finance, it is against the big gold master.
This will be compared from multiple aspects of page layout, functional comparison, target customers and operations.
3.2 Page layout and design style
Jingdong Finance shows all content on a page of "wealth", including asset information, wealth management business, interactive activities, recommended products, wealth god videos, and wealth god video and wealth god video and wealth god videos and wealth gods. Information; Ant Wealth, use four pages to display, "discover", "stock", "community", "assets"; Lu Jin also uses four pages to display, "Homepage", "Exclusive", "Discovery",,,,,, " "mine".
In content point of view, the content contained in the four pages of Ant wealth and Lu Jin is the same as that of JD Finance's pages. Jingdong's financial content is more compact and rich. Users can browse all information from top to decline pages, which is more convenient to operate. Different from the other two, JD Finance places account information above the page, that is, the most conspicuous position, at first glance, there is a risk of exposing privacy. But for the old users of wealth management products, it actually brings convenience. Because in most cases, the user login software is to view the asset status. From the logical structure, according to the account information -all features -special product recommendation -financial video