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独家揭秘:滴滴金融做了5年,为何在贷余额不到200亿?

2020-11-18
85999
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“DIDIHEJINRONGDEJIYINBUHE。”

0

WEN | JILUN MUYI

JUDUOWEIDIDIJINRONGDENEIBUYUANGONGTOULU,JIEZHIMUQIAN,“DIDIJINRONGDEZAIDAIYUE,BUDAO200YI”。

ZUOWEIYIGEYUEHUO4YIDEGUOMINJIAPP,DIDIQIDONGJINRONGYEWU5NIANHOU,JIAOCHUZHEIYANGDEDAJUAN,DEQUEYOUDIANCHAQIANGRENYI。

DIDIJINRONGWEIHEMEINENGFAZHANQILAI,YIZHISHIYIGEXINGYEMITI。

DUOWEIYUANGONGTOULU,QIYUANYIN,JIUSHIYINWEIDIDIHEJINRONGDEJIYINBUHE。

ZAINEIBU,“DIDIJINRONGYIDUSHIYIGEBIANYUANYEWUXIAN。”YIXIEYUANGONGTOULU,TAMENWEILEGUIQIULIULIANG,BUXIQUQITABUMEN“LIANHONGDAIPIAN”。

ZAIWAIBU,YONGHUGANJUEDIDIJIUSHIGE“DACHERUANJIAN”,JIJINRONGDAOLIUJIUSHI“BUWUZHENGYE”,YINCIJINRONGLIULIANGDEZHUANHUALVBUGAO。

RUCIDEDIDIJINRONG,RUHEZHULIDIDIDEBIANXIANHESHANGSHICHONGCI?

01 边缘化

LINJINNIANWEI,DIDIJINRONGNEIBUDEFENWEI,LVEWEIYOUXIEJINZHANG。

“WOMENBENLAIDINGLIDEMUBIAOSHI,JINNIANNIANDIZUODAOZAIDAIYUE220YI。JIEGUODAOXIANZAIWEIZHI,HAIBUDAO200YI。”DIDIJINRONGNEIBURENSHILINZHIQIANGDUIYIBENCAIJINGBIAOSHI。

ZAOZAI2015NIAN,DIDIJIUKAISHIJIJINRONGCHANPINDAOLIU,TASHANGLEJINRONGBIANXIANZHILU。

DANHOUMIANJINIANDEDIDIJINRONG,BINGWEIFALI。

“NEISHIDEJINRONGCHANPIN,DOUFENSANDAOGETIAOYEWUXIANLI,BUGOUJIZHONG。”YIWEIDIDIDELAOYUANGONGCHENYIJIATOULU。

直到2018年2月,滴滴将散落的金融业务拎了出来,成立了金融事业部。

ZHEIGEXIAOXICENGZAIDANGSHIYINFAMEITIREYI,QUANXINGYEDOUKANDAOLEDIDIDEJUEDINGHEPOLI,HAIYOUMEITIFACHULE“DIDIHUOJIANGYUZHIFUBAOHEWEIXINFENTINGKANGLI”DECAICE。

DIDIJINRONGYAOBAOFALEMA?

BINGMEIYOU。

后面近三年的时间里,滴滴金融磕磕绊绊,一路艰辛。

在滴滴内部,滴滴金融一度是边缘部门。

“DANGSHIDIDIJINRONGDELINGDAO,TEBIEFOXI,BUZHENGBUQIANG,BINGMEIYOUCONGJITUANJIDIDIJINRONGZHENGQUDAOTAIDUODELIULIANGHEZHICHI。”CHENYIJIATOULU。

“YINWEILINGDAOBUGOUQIANGSHI,DAOZHIXIAMIANDERENGEZIFENQUAN,ZHUHOUGEJU。NEISHIDEDIDIJINRONG,JIUSHIYIPANSANSHA。”DUOWEIDIDIJINRONGDEYUANGONGTOULU。

一个并非核心的部门,在集团里推动任何事务,都极为困难。

“JINRONGDEJICHUSHISHENME?SHIZHIFUHEZHANGHUTIXI。”LINZHIQIANGCHENG。

BIRU,ZHIFUBAOJIANLILEZHIFUZHANGHU,YONGHUBANGDINGLEZIJIDEYINXINGKA,JIASHEYONGHUYAODAIKUAN,FEICHANGFANGBIAN,KENENGZHENDENENGZUODAOYIJIANDAIKUAN。

DANRUGUOYONGHUZAIMOUGEPINGTAISHANGSHENQINGDAIKUAN,HAIYAOTIANXIEYIDUIZILIAO、BANGDINGYINXINGKADENGCAOZUO,HENDUORENJIUHUIWANGERQUEBU。

所以,以支付为切口,建立用户的账户体系,是建立新金融帝国的基石。

“NIZHIDAODIDIYOUZHIFUMA?”LINZHIQIANGWEN。

JUEDABUFENRENBINGBUZHIDAO。

YONGHUYONGDIDIDACHEHOU,DABUFENRENHUIZIDONGCONGZHIFUBAOHUAKOU,YIBUFENRENHUISHIYONGWEIXINZHIFU。

ERDIDIZHIFU,BEIPAIZAILEZHIFUFANGSHIDEZUIHOUYIWEI,ZAI6ZHONGZHIFUFANGSHIZHIHOU。

1

DIDIZHIFUBEIPAIDAOSUOYOUFANGSHIDEZUIHOUYIWEI

“ALI、TENGXUNHEPINGGUO,DOUSHIWOMENDEGUDONGBABA,TAMENDEZHIFUYOUXIANJIBIEZUIGAO。”LINZHIQIANGCHENG,QIANMIANHAIPAILEHAOJIGEZHANLVEHEZUOHUOBAN,ERDIDIZHIFU,BEIJIDAOLEJIAOLUO。

“CONGZHEIGEPAIWEISHANG,NIYENENGKANCHULAIJINRONGBUMENZAIGONGSINEIBUDEBIANYUANHUA。”

多位滴滴金融的员工透露,滴滴金融在内部很难拿到资源,“我们几乎是‘跪求’支持和流量”。

既然成立了金融事业部,为何滴滴金融拿不到顶配的支持?

“这和滴滴的基因有莫大的关系。”林志强认为。

DIDIDECHUANGSHIRENCHENGWEICENGJINGSHUOGUO:“GAIBIANSHIJIE,SHIMEIYIDAINIANQINGRENZUIXINGFUDESHI。”

TAZUODIDIDECHUZHONG,JIUSHIGAIBIANRENMENDECHUXINGFANGSHI。

“ZAOQIDIDIDEYUANGONG,DADUOSHILIXIANGZHUYIZHE,TAMENJUEDEZIJIZAISHUXIELISHI,GAIBIANLISHI,SHIZAICHUANGZAOYONGHUJIAZHI。”LINZHIQIANGCHENG。

HOULAIDIDIHEYOUBUHEBING,JIARUDEYOUBUYUANGONGZHONG,LIXIANGZHUYIZHEGENGDUO。

DIDIQIANYUANGONGXINCHENGHUIYI,DIDIYUYOUBUHEBINGHOU,TACENGJINGJIEDAOGUOYIGEJINJIRENWU——WANSHANCHANPINDEWUZHANGAIGONGNENG,YIMANZUMANGRENYONGHUDECHUXINGXUQIU。

ZHIZHIJINRI,TARENGRANJIANGZHEIFENGONGZUOKANZUOSHITAZHIYESHENGYAZHONGWEISHUBUDUODEWENQINGSHIKE。

“这群人,都看不起做金融的,觉得他们就是卖保险和放高利贷的。”心成称。

LINZHIQIANGZUIKAISHIQU“GUIQIU”LIULIANGDESHIHOU,DUOSHAODOUDAIZHELIANHONGDAIPIANDEWEIDAO。“WOMENSHILAIHENIMENYIQIZUOYONGHUJIAZHIDE。”

JIEGUO,DIDIQITABUMENHENKUAIJIUFAXIAN,“JINRONGBUMENSHIZAITOUZHIYONGHU,BINGBUSHIZAICHUANGZAOYONGHUJIAZHI,ERSHIZAICHUANGZAOSHANGYEJIAZHI”。

HENKUAI,DIDINEIBUDEYIXIEBUMEN,KAISHIDUIJINRONGYEWUXIANFANGAN——JIUXIANGSHIQINGGAODESHUSHENG,JUEBUYUNXUZIJIDEZUOPINZHANRANSHANGTONGCHOUWEI。

ZAIDIDINEIWANGSHANG,YEBUSHIYOUDIDIYUANGONGHUYUJINRONGSHIYEBUJIANSHAOGUANGGAOTOUFANG。

两种基因的不融合,让滴滴金融一度被挤到了夹缝中。

很多滴滴金融的员工都觉得,自己和滴滴这个庞大的集团,是格格不入的。

BUZHIDAOCHENGWEIZAICHENGLIJINRONGSHIYEBUDESHIHOU,SHIFOUHUIZAICHUANGZAOYONGHUJIAZHIHECHUANGZAOSHANGYEJIAZHISHANGYAOBAI,ZAILIXIANGHEXIANSHIZHONGZHENGZHA。

02 基因不合

金融和滴滴基因的不融合,在外部来看,碰撞得更激烈。

DIDI,JIYONGHUDEYINXIANG,JIUSHIYIGEDACHERUANJIAN——ZHEIGEDINGWEIZAIYONGHUXINLI,DAODALEBUKENIZHUANDEDIBU。

太垂直,会导致横向拓展的时候,出现巨大的阻力。

CHENYIJIAFAXIAN,WOMENJIYONGHUTUIJIANJINRONGCHANPINDESHIHOU,YONGHUDOUTEBIEFANGAN:“NIDACHEZUODEBUGOUHAO,HAIJIWOTUIJIANZHEIXIEHUALIHUSHAODEGONGNENGGANMA?”

“TONGYANGDEJINRONGGUANGGAO,ZAIMEITUANSHANGDEZHUANHUALVJIUBIWOMENGAOHENDUO。”

“ZHEISHIYINWEIMEITUANSHIYIGEDUOCHANGJINGDEAPP,YEWUXIANFANDUO,ZHIYAOSHIHESHENGHUOXIANGGUANDE,GEGECHANGJINGXIANGHUDAOLIU,HENZHENGCHANG,YONGHUJIESHOUDUYEGAO。”CHENYIJIACHENG,DANRUGUODIDIJIQITACHANPINDAOLIU,“JIUSHIBUWUZHENGYE”。

保险产品的基因,也和滴滴不契合。

DIDICENGJINGYINWEIJIQIANQUANSHIJIAN,BEITUIDAOYULUNDEFENGKOULANGJIAN。

YINCI,HOUQIDIDIDEXUANCHUAN,DOUSHIZAIFANFUQIANGDIAO,RUHEBAOHUYONGHUANQUAN。

ERBAOXIANDEXIAOSHOU,TIANSHENGJIUXUYAOFANMAIJIAOLV——DANFANMAIJIAOLV,ZEZHIJIEWEIBEILEDIDIDEANQUANYUANZE。

YINCI,DIDIXIANGCHENGKEDOUSHOUBAOXIAN,HUIDAILAI“DIDIBUGOUANQUAN”DEXINLIANSHI;DUIYUSIJIERYAN,BAOXIANGUANGGAODENGTONGYU“BUJILI”,HUIXUERUOSIJIDEJIJIXING。

2

这种外部基因的不匹配,导致了滴滴金融转化率低,“业务规模一直没起来”。陈一佳称。

CIWAI,DIDIYINWEICHANGJINGDANYI,YONGHUDADUOJIYONGJIZOU,BUHUIZAIAPPNEIZHANGQITINGLIU。ZHEIYEYINGXIANGLEDIDIDEBIANXIANNENGLI。

JIGUANGiAPPSHUJUXIANSHI,DIDIJINSANGEYUEDEYONGHURIJUNSHIYONGSHIZHANGJINYOU6.14FENZHONG。

ERHULIANWANGDEXIABANCHANG,ZAOJIUCONGZHENGQIANGXINYONGHU,GUODUDAOLEZHENGQIANGYONGHUSHIZHANGDEZHANZHENG。

03 如何破局

JINNIAN6YUE,DIDIJINRONGRENMINGLEXINDESHIYEBUZONGJINGLIZHUOYUE。

ZAICIZHIQIAN,TASHIDIDIDECAIWUHEJINGYINGGUANLIFUZONGCAI,YESHIDIDIZONGCAILIUQINGZAIGAOSHENGSHIQIDETONGSHI。

“Allen(ZHUOYUEDEYINGWENMING)BISHANGYIGELINGDAOQIANGSHIHENDUO,HENKUAIJIUJIESHULEZHUHOUGEJUDEJUMIAN,TONGYIBUMEN。TAZAIGONGSIYEYOUSHIQUAN,XIANZAIWOMENBUYONGQUGUIQIUQITABUMENNALIULIANGLE。”LINZHIQIANGCHENG。

XINLINGDAOSHANGRENZHIHOU,DIDIJINRONGZAINEIBUDEHUAYUQUANYEYOUSUOTIGAO。

ERLINZHIQIANGQUNALIULIANGDESHIHOU,YEBUZAIXUYAOHONGPIANQITABUMEN。“XIANZAIDOUZHIJIESHUO,WOMENJIUSHILAIZUOBIANXIANDE,SHIWEILESHANGSHICHONGGUZHIDE。”

YEZHENGSHIZAITONGYISHIQI,DIDIAPPNEIKAISHICHUXIANDALIANGDEJINRONGGUANGGAO。DIDIHONGHONGLIELIEDEJINRONGDAOLIUZICIKAISHI。

但滴滴金融会成为滴滴出行的战略部门吗?

“现在还没有看到苗头。”林志强透露。现在,无论任何场合,滴滴都在主推另两个产品:

YISHIHUAXIAOZHU,ERSHICHENGXINYOUXUAN。

HUAXIAOZHUSHIDIDIJINQITUICHUDEDIJIAWANGYUECHEFUWU。

“DIDIBUXIANGFANGQIDIDUANSHICHANG,DANDIDUANSHICHANGDEGUANLINANDUYOUTAIDA,QIANMIANJICIANQUANSHIJIAN,RANGDIDICHENGSHOUTAIDADEYALI,SUOYIDULICHULAIYIGEPINPAI,JINXINGFENGXIANGELI。”LINZHIQIANGTOULU。

DIDIDELINGYIDAZHONGDIANYEWU,ZESHISHEQUTUANGOUCHANPINCHENGXINYOUXUAN。

SHEQUTUANGOU,SHIDANGXIAHULIANWANGQUANZUIREMENDEFENGKOUZHIYI——JIUSHIJUHESHEQUDELIULIANG,ZAITIGONGDIJIACHANPIN。

10YUE,DIDIWANGYUECHEPINGTAIGONGSICTOLAICHUNBOJIANGDIAORENCHENGXINYOUXUAN,FUZECHANPINJISHUDENGLINGYU。

DANZAIWAIJIEKANLAI,YUMEITUAN、PINDUODUODENGJINGZHENGDUISHOUXIANGBI,DIDIZAILIULIANGDAORU、DITUIYUNYINGYUGONGYINGLIANQUDAOSHANGDOUBUJUYOUSHI。

DIDIXIANGYINGDESHEQUTUANGOUZHEICHANGDAZHAN,KONGPABINGBURONGYI。

滴滴拓展其他业务,恐怕也都会遭遇金融业务线同样的境遇——越垂直的业务,横向突破的壁垒越高。

滴滴如何破局?

在老员工陈一佳的眼中,滴滴似乎已错过了最佳的破局时机。

“DIDIZAIZAOQI,RUGUONENGTUOKUANYIXIECHANGJING,KENENGXIANZAIJIUBUHUIZHEIMEBEIDONG。”CHENYIJIACHENG,DIDIKENENGYAODAZAO“CHUXING”DEQUANCHANGJING。

3

BIRU,DITIE、GONGJIAO、GAOTIE,HAIYOURENTICHU,HOUQISHENZHIKEYIBAJIPIAO、JIUDIANDENGYUCIXIANGGUANDEDOUHANGAIJINLAI。

“DANXIANZAIZUO,SHAOWEIYOUDIANWANLE,RUGUO4NIANQIANZUO,XINGXUYOUSHILINGWAIYIFANGEJU。”CHENYIJIACHENG。

成也萧何败萧何,曾经的专注,让滴滴建立壁垒,一统天下;但过于的专注,却让滴滴困在自己建起的高墙之下。

4

ALI、TENGXUN、PINGGUO、RUANYIN——DIDIYONGYOUQUANQIUKEJIGONGSIZHONGZUIHAOHUADEDONGSHIHUI,HUODELECHAOGUO200YIMEIYUANDERONGZI,CHUANGBAN8NIAN,QUECHIXUKUISUN,ZHIJINWUIPOSHIJIANBIAO。

DIDIDUIYUYEJIDEKEWANG,JUEBUHUITINGZHI。

ZAIZHUIQIUYEJIKUANGBENZHILUSHANG,DIDIMEIYOUDUISHOU,TAWEIYIDEDUISHOU,SHIZIJI。

*WENZHONGSHOUFANGZHEWEIHUAMING。

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