What is the intention of Huabai to cancel the account restriction and expand the account restriction
Recently, ant Huabai has cancelled the account restriction and newly opened the function of "multiple accounts use Huabai".
In this regard, ant Huabai customer service said that when the authentication is completed, an ID card can open up to three Huabai (for short: more Huabai), while previously a user can only open one Huabai.
But interestingly, on November 5, at the time node only six days away from the "double 11" promotion, ant financial just launched the social responsibility initiative of consumer financial institutions, and put forward suggestions to consumer financial institutions to achieve "appropriate interest rate" and "credit restraint".
It is understood that in the case of more flowers, the accounts are managed separately, that is, independent consumption and separate repayment between accounts.
Similarly, the newly opened quota and the original quota are independent of each other. According to many netizens, when there is already a Huabai account, the newly opened Huabai amount ranges from tens of yuan to hundreds of yuan.
In addition, according to the "user guide for opening flower chants for multiple accounts", the quota between different flower chant accounts can be shared in the future, such as 5000 yuan for account a and 500 yuan for account B. account a can share the quota with account B or choose to recycle it.
In addition, Xinliu finance learned through the Huabai service agreement that the quota of Huabai will be given to users by means of joint credit, and in some cases, the quota can only be used in specific scenarios or in a short time, or even can not be recycled.
It is worth noting that the overdue of one Huabai account will affect multiple Huabai accounts under the same ID card at the same time.
What is the intention of ant expanding Huabai account?
Of course, as an indisputable head mutual gold company, ant gold service will attract great attention from the market, not to mention its star products.
Most people in the industry believe that the ultimate purpose of Huabai is to stimulate consumption and expand the market scale of Huabai.
From the launch point of view, the most direct benefit of sending out the new Huabai quota on the occasion of the "double 11 chop hand Festival" is to maximize the mutual incentive between the "double 11 transaction volume" and the "new Huabai use quota" in this time window, one is to promote the platform transaction volume this year, and the other is to expand the loan business scale of Huabai.
In fact, Huabai has already paved the way for this year's double 11. Recently, Huabai has intensively submitted four applications for ABS products, with a fund-raising amount of up to 48 billion yuan, which can be said to have prepared enough ammunition for the majority of hand chopping parties.
Of course, for ant financial, one of the most direct benefits of more flowers is that expanding the scale of flowers can directly increase the interest margin income to hedge the decline of flowers in 2018.
According to public data, as of the end of 2018, Huabai's balance sheet loan balance was RMB 11.28 billion, a decrease of RMB 2.5 billion compared with the end of 2017. At the same time, its revenue and net profit were significantly reduced. In 2018, the operating body of ant Huabai, ant small and micro loan company, had a revenue of 2.3 billion yuan, a decrease of more than 65% compared with 6.6 billion yuan in 2017; The net profit also decreased by 89% from RMB 3.42 billion in 2017 to RMB 367 million.
However, according to the current information, relying solely on Huabai to open more is not enough to reverse the shrinkage of the overall business. Huabai may need other supplements in the future.
Deep cultivation of stock market for multi-user and multi scenario
However, why does Huabai not directly increase the corresponding amount on the basis of the original account, but create a new Huabai account for users?
"It may be that previously, there was no way to open multiple accounts under one ID card, so joint credit cannot be granted. Now, multiple accounts can be opened under the same identity, which solves the problem of repeated credit." An industry source said.
In this regard, Xinliu finance and economics believes that in addition to technical reasons, the deep excavation of the stock market and the deep cultivation of the scene may also explain some of the reasons for the more flowers.
According to the semi annual report of Alibaba in 2019, the scale of Taobao users has reached a record 755 million. In other words, this means that about 430 million families in China have basically realized 'every family has a shopping cart'. In this context, it is more cost-effective to make more articles from the stock market rather than spend more cost to obtain new users.
In fact, in the process of Alipay users' daily use, if a user owns multiple Alipay accounts under the same certificate, there are indeed multiple users. For example, children at home will use their parents' Alipay accounts, and some elderly people will also use their children's Alipay accounts. Users may also choose different Alipay accounts for different social identities such as office life and so on.
"For some users with high quality and high quota, the quota is often sufficient and can't be used up." A senior person in charge of products of consumer finance company believes that. In this case, the user may give his / her flower chant account to his / her family or friends.
Based on the above situation, for the needs of multiple users and scenarios, Huabai duokai can indeed play a certain role in blessing and mining the unmet market demand.
More flowers may also be in response to the needs of sellers
The current e-commerce pattern is dominated by Taobao, followed by JD. The two together account for about three-quarters of the e-commerce market. However, in recent years, the development momentum of e-commerce segments has been rapid. The industry believes that quality e-commerce and vertical segments will provide opportunities for other e-commerce platforms to break through and develop, and it is likely to weaken the oligopoly situation in the future.
As one of the coping strategies, Alibaba needs to increase its stickiness with merchants.
On the one hand, e-commerce banks are actively transfusing blood for businesses. On November 5, the "tmall double 11 small and micro enterprise loan report" released by e-commerce bank shows that from August 1 this year to now, e-commerce bank has transfused blood for 3 million businesses. As of November 30, the cumulative loan is expected to reach 300 billion, a year-on-year increase of 50%. In addition, the credit line has been increased for more than 60% of businesses, with an average increase of more than 60%. 100% of businesses have received interest reduction, with a cumulative reduction of interest of 37 million.
On the other hand, ant Huabai is also charging buyers' purchasing power by opening more accounts. The combination of the two is obviously to benefit the majority of businesses on the platform and help them increase the transaction volume, so as to maximize the win-win effect as much as possible.
The market still has doubts about how many flowers bloom
Some market voices believe that the opening of multiple accounts by Huabai is actually a disguised act of increasing the consumption quota for users, which is a kind of leveraged behavior.
However, surprisingly, Xinliu finance learned through open channels that the current quota of xinhuabai accounts is very low, ranging from 50 yuan to hundreds of yuan, and such quota is difficult to be associated with leverage.
In this regard, a financial product practitioner believes that adding leverage corresponds to an increase in risk. From the perspective of Huabai's transaction structure, financial institutions recognize the credit of users. " It can't be said that Huabai isn't adding bars, but to be exact, Huabai is more to meet the consumer needs of users. "
In the actual operation process, the ant gold service system will judge whether the number of flower accounts is opened to the user and the amount of flowers corresponding to the newly opened flowers according to the comprehensive evaluation (Sesame credit + Alipay behavior data).
In other words, from the bottom logic, the target users who have more flowers have been screened out. The deep consumption needs of customers with high credit and high account data of Alipay account will be excavated.
Xinliu finance is more inclined to believe that ant Huabai has long-term strategic considerations in opening multiple accounts, mainly to cultivate a more valuable user group. By means of credit access mechanism and low quota account opening, we can more effectively identify users with real cultivation value and prepare for account withdrawal or a series of supporting value-added services in the future.
Frankly speaking, in this extraordinary period, whether willing or not, the spotlight will inevitably fall on China's first mutual gold giant.