Source | Laser Finance (leishecaijing)
"Laser Finance" noticed that Dingding, a cloud office giant with more than 600 million users, has entered the loan assistance business and launched loan services. It is understood that Dingding’s loan assistance business has been online for a while, and there are currently only four funders.
The product information shows that the Dingding loan entrance is located in the Dingding wallet, and the product is positioned as an employee loan. Users need to fill in their occupation, position and work unit when applying. From the perspective of business logic, DingTalk borrowing is more inclined to a pure diversion and loan assistance model. DingTalk is responsible for diversion and identity information collection, and financial institutions are responsible for risk control and lending.
Although users can borrow and repay loans on DingTalk, DingTalk customer service also stated that DingTalk itself does not have a loan business. This service is provided by a third-party loan platform. lending and post-loan services.
At present, Dingding’s loan cooperation partners include Xinwang Bank, Zhongyuan Consumer Finance, Immediate Consumer Finance and Baixin Bank. Dingding said that the borrowing function is still in internal testing and has not been fully opened.
According to analysis by industry insiders, Dingding loan has been online for a long time but has not yet been fully opened, which shows that Dingding is more cautious about financial business and flow realization. In addition, there are only four funders, which also shows that the volume of Dingding’s loan assistance business may not be large.
Although the layout is slow, the financial realization ambition is obvious. In addition to consumer finance loan assistance business, DingTalk also attracts traffic for car loan and credit card products. Backed by 600 million users and massive corporate employee information, it is not impossible for DingTalk to quickly scale up its business if it opens up financial service scenarios.
As a giant player in the enterprise service track, Dingding has seized the bonus of the low SaaS penetration rate in the early stage of the enterprise service field. Taking advantage of services and work on the cloud, it has attacked enterprises with one hand and entered campuses with the other, and has quickly become a phenomenon-level Internet. product.
Especially since the end of 2019, after the implementation of the Alibaba Cloud Ding integration strategy, DingTalk has been upgraded to a collaborative office and application development platform, which can accommodate the customized needs of developers and enterprise-level customers. DingTalk supports application developers and service providers in the ecosystem, and focuses on the role of PaaS supported by the ecosystem, so that more applications can be active on the platform, and the volume has been greatly improved.
According to public information, in the 9 years since DingTalk went online, the cumulative number of users has exceeded 600 million, the number of enterprise organizations has exceeded 23 million, and the number of paid DAUs has exceeded 15 million. In September 2022, DingTalk announced that there are more than 30 business organizations with more than one million people on the platform, more than 600 business organizations with more than 100,000 people, and more than 2,000 business organizations have contributed nearly 1/3 of DingTalk's activity.
The natural traffic pool facilitates Dingding's efforts to assist the loan business. For the consumer finance market, the shortage of assets is intensifying, and traffic is king, especially the active traffic with scene tags. The capital is very short and interested. DingTalk will naturally have greater bargaining power in the end.
From the perspective of user portraits, the user group of DingTalk overlaps with the high-quality customer group of consumer finance to a certain extent. According to incomplete statistics, young users aged 18-30 and students under the age of 18 are an important part of the DingTalk user group, and most of the young users are corporate white-collar workers, company managers, administrative staff, etc.
However, compared with short video and life service platforms, DingTalk's office scene is more prominent, and the transaction scene is weaker. The dimensions of user portraits on the platform may not be rich enough. As a super application connecting both ends of BC, although DingTalk has launched the "Ding Select" enterprise service aggregation platform to aggregate many SaaS applications of life services, except for office scenarios, other consumption scenarios are relatively less active.
For DingTalk, in addition to the realization of demand for the launch of loan services, it seems that there is also the consideration of increasing the stickiness of platform users. As DingTalk said, the cooperative bank has joined the DingTalk open platform to provide DingTalk customers with suitable credit loan services. It is hoped that those who work hard on DingTalk can enjoy more convenient and efficient financial services.
It seems to be a win-win cooperation, but it has been too late to fully open up. What on earth is Dingding worried about?