Influenced by the saturation of P2P industry in first-tier and second-tier cities and the "deleveraging policy" of industry supervision, many P2P platforms have sunk their assets into third-tier and fourth-tier cities and even rural areas, hoping to inject new vitality into P2P enterprises by expanding their geographical scope and entering the new blue ocean. Third - and fourth-tier city residents have a large demand for borrowing and lending. Rural finance has a huge potential. According to the calculated data released by the Chinese Academy of Social Sciences, the gap in the finance of agriculture, rural areas and farmers reaches 3.05 trillion yuan. How to make good use of this piece of blue ocean, or will become the key to P2P platform victory.
Assets sink inevitably
Net loan industry has ten years of development in China, from scratch, from a platform to thousands of platforms, from 100 million transaction volume to 4 trillion, ten years, the development of net loan industry can be described as rapid.
However, the current net loan industry seems to have reached a bottleneck period. On the one hand, the market of first - and second-tier cities is close to saturation. On the other hand, compliance rectification and industry supervision are imminent. Take auto loan enterprises as an example. According to the 2016 P2P Auto loan Report released by Financing 360, the auto loan market in first-tier cities and key second-tier cities has tended to be saturated. With the rising cost of capital and customer acquisition, the average profit rate of the industry has been lower than 5%, and the auto loan industry has entered the era of low profit, which provides the necessary external conditions for the sinking of the industry. And third - and fourth-tier cities asset end quality has been recognized by the industry, assets sinking has become inevitable.
Compared with first - and second-tier cities, third - and fourth-tier cities have less population flow and more stable customer groups. Moreover, many small and medium-sized enterprise practitioners, self-employed people have a certain demand for funds. Their credit history is relatively simple, many customers have only one credit history, some even have no credit experience. From the client side, this is a very good customer resource. Generally speaking, customers who do not have or have a credit history are of high quality, both in terms of their demand for assets and their willingness to repay.
Opportunities and challenges coexist
The fierce market competition in first-tier and second-tier cities and the saturation of the market make P2P enterprises decide to shift the battlefield, and at this time, third-tier and fourth-tier cities become the target of various platforms.
P2P platforms in third - and fourth-tier cities have advantages that cannot be ignored. After the long-term development of the platform in first-tier and second-tier cities, its brand trust, platform qualification and trading volume have been accumulated to a certain extent. In the process of expanding to third-tier and fourth-tier cities, it will be relatively easier to arouse the trust of customers. In addition, third - and fourth-tier cities set up fewer financial institutions, it is difficult to cover the whole customer group. Among these groups, there are many high-quality customer resources.
However, the expansion of P2P platforms into third - and fourth-tier cities also has some problems that should not be ignored. First, in the process of market competition, local financial institutions will inevitably resist; Second, local financial policies also have a certain impact on the new platforms. If the policies are not properly understood, the new platforms may be punished by the regulators.
Cloud money bag active layout, grab the blue sea
Faced with the trillion-level market in third-tier cities and even rural areas, P2P platforms have gradually developed targeted strategies, and YunQianbagao is no exception. In the lending side, from product design to user process experience, cloud money bag has been optimized. A month of novice label allows users to get a good experience and gain an additional share of revenue. The long-term target with a yield of up to 10.5% is also more suitable for third - and fourth-tier city users with spare funds. On the loan side, cloud money Bag further optimizes the borrowing process, so that users can quickly obtain the required funds. All of the above ongoing and later will be carried out more in-depth optimization work content, will become one of the important strategies for the layout of third - and fourth-tier cities.
It is becoming an industry consensus that third - and fourth-tier cities are high-quality blue ocean markets and are likely to become the tipping point of the online lending industry in the future. It remains to be seen how much of this market each platform will be able to capture.
