Yield Lower Balance Treasure Curve Save The Country

Here world clothing shoes The Xiaobian of the hat net introduces the frail cloth of the balance treasure from the new low income.

Balance treasure, the pioneer of Internet financial turmoil, has become increasingly "decadent" in recent years. Although the number of users is increasing and the capital is expanding, the yield has been plummeting, so that users who originally wanted to borrow money from Yu Ebao were worried. And the balance treasure seems to have noticed that the user's heart has been shaken, and he has begun to "save the nation with curves".

But these consumption patterns still seem to be targeted at minority groups, and have not formed a prairie fire. The attributes of the balance treasure financial products also seem to be gradually weakening because of the consumption mode, and it has the meaning of deterioration. The increase of consumption patterns and the expansion of consumption scenarios seem more like the fig leaf made by the balance treasure for their own yields.

　 Low yields, the balance of treasure is unsustainable.

After the launch in June 13th of last year, the balance treasure has become the fastest growth, the largest number of users and the largest Monetary Fund. Up to now, the total number of users has exceeded 1 hundred million, and the scale has reached 574 billion 160 million yuan, creating a profit of 11 billion 800 million yuan, ranking the largest and fourth largest in the world. No doubt, this is a beautiful transcript, but the brilliant results can not hide the current situation of the decline in the yield of the balance treasure.

After 6% of the peak, the balance of treasure began to go down like a roller coaster. In March 25th, the yield of the balance treasure began to fall below 5.5%. But when users think it's just a short period of time, the performance of the balance treasure is a big surprise -- May 4th was 5.0290%, and it was worth 5% points. By May 11th, it simply dropped below 5%, which was lower than many banks' financial products. In July 8th, yields fell below 4.2% for the first time. The performance in July 14th was even more unsightly, with a yield of 4.1690%, and it was the beat of 4.

With the launch of many Internet financial products and the craziness of banks, and the situation of financial industry is changing, the era of high yield of balance treasure is gone forever. Breaking 4 is not the final result, and breaking 3 is also very possible. Under such circumstances, the balance treasure decided to introduce a new "gimmick" as soon as possible, so that users can remain on their platform.

Diverting attention consumption pattern into a fig leaf

In order to divert the attention of users, Yu Bao Expect users to no longer focus on yield. In order to achieve this goal, the balance treasure launched a variety of consumption patterns, and set up the balance treasure is not only a financial product, but also the image of the "payment" leader. Relying on Ali's big data platform and Taobao and Tmall hundreds of millions of user groups, the balance of treasure with several enterprises to launch a multi scene consumption mode. And the core of the various consumption patterns is to freeze the amount of the balance treasure while still producing profits for the users.

For example, in cooperation with Microsoft, for the pre-sale of Surface Pro3, freezing the corresponding amount of the balance treasure can make a successful reservation, and the frozen amount will continue to generate revenue during this period; for example, the joint Zhejiang Unicom and Guangzhou Telecom launched the "0 yuan purchase" activity, and users can freely purchase the mobile phone after they have authorized a certain amount of money in the frozen balance. Even the balance of treasure and its own Tmall "marriage", launched "Tmall phased purchase" - let users take the proceeds, while phased purchase expensive goods.

The ambitions of the balance treasure are not only that. They even want to extend their consumption patterns to automobiles, restaurants, real estate and so on. However, the author takes this attitude with a disregard. It is true that the balance treasure can expand many kinds of gameplay with its own attributes, but at present, these so-called consumption patterns are rarely accepted by users, and it takes a long time to accumulate. The original intention of the balance treasure to develop a variety of consumption patterns is just to turn the attention of users, which is only a few pieces of fig leaf.

Yields are the basis of gravity and must not be offset.

But in the face of the balance that has fallen into the "vicious circle of daily decline", it may be difficult for users to choose "loyalty" before facing other soaring financial products, after all, for most people. Rate of return That's the most important thing. In the face of competition from other types of financial products and bank's resistance, there is no "killer" of high yield, and the way of further development is increasingly blurred by relying on icing on the cake consumption pattern.