In March 2016, the “White Bar†independent domain name baitiao.com was released; the cash lending product “Golden Bar†was launched; the first Visa version of the small white card was released.
In May 2016, “White Strip†upgraded the bank cooperation model and moved from product cooperation to user sharing.
In September 2016, “White Strip Flash Payment†was launched, and “White Strip†online consumption function extended to more than 8 million merchants.
In November 2016, Zrobot, a data technology company co-sponsored with Zestfinance, opened; the “White Strip†Time Grocery Store landed in Jingdong Mall.
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In 2016, “White Strip†from consumer finance fast-moving consumer goods to gradually realize branding, relying on data technology and risk control to drive innovation and iteration again and again. According to Xu Ling, vice president of Jingdong Finance, after the “White Strip†is branded, it will turn more from product to technical capability. This technical capability is a bridge for exporting and connecting financial market participants. “We don’t Financial institutions are rushing to do business, but doing things that they can't do or can't do. Consumer finance is ultimately driven by user demand. Together with traditional financial institutions, we will make consumer finances have temperatures and turn financial transactions into users. Consumer services that can be taken away, so that they can get a better consumer experience."
Technology-driven "white strip" products and service iterations
In fact, before 2016, consumers’ impression of “White Strip†still remained in Jingdong Mall. However, as early as the beginning of 2015, “White Strip†began the layout of offline scenes, including renting, tourism and other consumer areas. In these low-frequency and large-value consumption, “White Bar†provides credit loan services, which can also be phased in, and differentiated credit and pricing according to individual credit status.
In 2016, the “White Strip†offline credit loan further expanded the scene, and it has covered seven major mainstream consumption areas, namely renting, tourism, education, decoration, automobile, wedding, medical beauty.
Not only that, "White Strip" continues to practice product iterations and functional extensions. In March 2016, Jingdong Finance invited high-quality “white bars†users to open “gold bars†and experience cash lending services. “Gold bars†was realized on the basis of “white bars†risk control technology. And functional extensions. In September 2016, “White Strip†cooperated with the bank to launch “White Strip Flash Paymentâ€. This function is also open to high-quality “white strip†users in the early stage. 7 seconds to apply for “White Strip Flash Pay†account, by binding ApplePay, Xiaomi Pay and Huawei Pay in the millet wallet can realize the consumption of “white strips†on the phone with the mobile phone at the UnionPay flash POS machine.
All these innovative practices are based on the premise of continuous accumulation of data technology and risk control. At the same time, JD Finance continued to invest in data technology. In November 2016, Zrobot, a joint venture with Zestfinance, officially opened. The independently operated data technology company will provide data modeling, credit scoring, asset pricing, Data value-added and technology application services including fraud identification, precision marketing and other capabilities.
Industry analysts pointed out that new technologies have led to changes in the financial services model, while data technology has promoted service efficiency. Xu Ling believes that "many of our institutions provide a wide range of consumer finance products, but whether it will enable consumers and consumer scenarios to improve the efficiency of the consumption closed loop through financial services. This is very important. In the future, in consumer finance, it must be data. And technology-driven, through a high degree of intensification, automation to achieve scale."
“White Bar†takes the lead in practicing branding to lead innovation
In the past few years, “White Strip†has accumulated a large number of active users. After 70% of them are 85, the proportion of income above 5,000 yuan is more than 50%. A group of struggling young people like to play “white bars†because of their consumption. I like the "White Strip" brand. “Many of these young people have no access to financial services in traditional financial institutions, but we use a multi-dimensional data model to evaluate them and help them build their first credit in life. These are very Value." Xu Ling said.
“White Bar†helps users to improve their spending power and quality of life. At the same time, it also caters to the needs of young consumers and conveys a personalized and positive view of consumption.
In 2016, “White Strip†held a number of user experience activities in North, Shanghai, Guangzhou and Shenzhen, passing on the values ​​of positive energy and rational consumption that dare to pursue dreams, and cooperated with “Men's Health†to launch a limited edition white. T-shirt; cooperate with the trend platform OG to play "white strips". “White Strip†Time Grocery Store is on the Jingdong Mall, users can enjoy a limited edition of independent design, whether it is WUU's “Heart Cement†BEE honeycomb honeycomb storage, or from the dotcom Danish designer limited edition watch, or get 2016 The creative “tea cup†tea set around the German Red Dot Design Awards has been sought after by a large number of young people.
Whether it is online or offline, “White Bar†has been continuously expanding consumer scenes, because the scene can infect people, Xu Ling believes that the scene is the human heart, can quickly transform transactions, improve customer efficiency, but more importantly, each Behind the pen financial services, users actually feel the services. Therefore, "'white bars' are not cold financial products, nor high financial services, but the dream of connecting young people every moment. Accompanied them to grow up." Xu Ling said.
Open output capability will make a big consumer market cake
At present, white bars, gold bars, and white bars + (ie, white bars credit) jointly form the structure and assets of Jingdong Finance's consumer service products, while Xiaobai Credit, Steel Hand and Xiaobai Card are the users of Jingdong Financial Consumer Finance. layout.
In May 2015, JD Finance launched the “Calciumâ€, a point asset management product. In 2016, there were more than 20 cooperative merchants in “Steelâ€, including China Telecom, Beijing Mobile, PetroChina, Tuniu Travel Network, Pacific Insurance, and CITIC Banks, Everbright Bank, Bank of Beijing, Shanghai Bank, etc., can be converted into "steel shackles" for points consumed in these merchants or institutions. 1 Steel can be deducted 1 yuan, directly in the Jingdong Mall consumption, in addition, "Steel" can also be converted into Eastern Airlines mileage points.
Similarly, “Little White Card†has gradually become a hot IP in the credit card circle. From August 2015, it cooperated with CITIC Bank, and in March 2016, it cooperated with China Everbright Bank. From UnionPay to Visa, the consumer sector also expanded from the territory. When you are outside the country, you will become an "Internet +" joint credit card with global consumption function. Up to now, the number of "small white card" applicants has reached more than 4 million, which is unimaginable under the traditional financial service model. Jingdong Finance has made the "Little White Card" users become the same through the opening of risk control technology and product capabilities. The common wealth of banks.
In addition, the asset-side capability of the “Golden Bar†was gradually opened to the outside world. In June 2016, it cooperated with the Bank of Shanghai to provide credit cash loan services for “golden bars†users.
Xu Ling pointed out that “doing consumer finance needs an open mind. We have developed some successful consumer financial products in practice, and then we are willing to open up to banks to export products, data wind control technology, user operations and scene capabilities. These products are connected with banks, allowing traditional financial institutions to '+Internet' the ability to serve users together, drive the efficiency of the financial market, reduce transaction costs, and expand the entire consumer finance industry."
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