Renting a house, renting a car, renting jewellery, renting luxury bags and bags... The development of the rental platform is changing with each passing day and the flowers are blooming. The era of “everything can be rented†seems to be getting closer and closer to us. However, it is worth noting that many projects such as sharing sleeping cabins and sharing basketball have not ended, and shared services such as “Duo Lai Meng†are deeply mired in the deposit. If the "new lease economy" really needs to develop, it needs to really find the "pain point" of the user and avoid jumping into the pits where the "wind is cold".
The “new leasing economy†has quietly arrived, and some scenes have made people “unexpectedâ€. Beijing white-collar pottery Ark went to Africa to watch the animal migration at the beginning of the year, and shared a series of photos of professional photographers in the circle of friends. “Photos are mainly based on equipment, but my cameras and lenses are rented online. The full set of equipment costs more than 30,000 yuan, but it costs more than 800 yuan for 16 days.â€
Shenyang Machine Tool recently announced that it will implement 339 million yuan of financial leasing business with Bank of China Leasing on the basis of completing a phase of 477 million yuan of leasing business. Guoyin Leasing purchased i5 intelligent machine tools and other products from Shenyang Machine Tool and leased them to processing electronics and automobile industries in the form of operating leases. It is reported that the two sides will jointly carry out the 5 billion yuan i5 intelligent machine tool equipment leasing business.
The era of "all things can be rented" seems to be getting closer and closer to us. According to the statistics report of the third-party entrepreneurial market, the total amount of financing for venture projects in the area of ​​commodity sharing or leasing in 2017 reached 23.1 billion yuan, which was only 598 million yuan in 2015 and nearly 40 times in three years.
But on the other hand, the development of the shared economy to this day, the essence of its time-sharing lease is more obvious. Many projects, including shared sleeping cabins and shared basketball, have ended in abundance. Shared services such as “Duo Lai Meng†are deeply mired in the deposit. How does the “new rental economy†really find the “pain point†of users and avoid jumping into the “windy cold� pit?
Lower the threshold for use
On the rental platform "seeking things", sports equipment such as sports cameras and drones are the most sought after, and the ratio of rental time to free + logistics time is as high as 4:1, which means that 80% of the time is in the hands of users. Zhou Xiaodong, the chief operating officer of the object, said frankly: "Users will feel that these equipments are very cool, but the frequency of use is not high. Instead of using them twice, it is better to rent them, which forms a 'just need'."
On the “Lease Ge Liang†platform, 90% of the leases are selected for corporate users. "Computer, notebook, server and other production materials are the mainstay." Li Guoyun, founder and CEO of "Lease Ge Liang" said.
Renting a house, renting a car, renting jewellery, renting luxury bags... The development of rental platforms is changing with each passing day. But Tang Yongbo, CEO of Xiaodian Technology, said frankly: "Lease must aim at the user's pain point. Burning money can't burn the real demand, verifying the authenticity of the demand in the segmentation field, one method is very effective, that is, whether the company continues to burn money."
What is the "pain point"? What kind of goods are suitable for leasing? Zhao Xiang, a senior analyst at the market research organization Analysys think tank, said that the products suitable for leasing need to be relatively durable and cannot be depreciated too quickly. The failure to share an umbrella is due to this.
“Products suitable for leasing must have one of the following characteristics. One is the high unit price. For example, start-up small and micro enterprises and Internet cafes have the need to use computers. Second, products that are in demand but use frequently. For example, go out. The drone used for travel. The third is to update the frequent replacement products. For example, the new toys played by children." Li Guoyun said that the biggest value of "buying by rent" is to reduce the user's use of "threshold".
From the current point of view, the users of the “new leasing economy†are still dominated by young users who like “early adoptersâ€. According to the data, 73% of users are open to leasing. Among them, consumers in first- and second-tier cities are more willing to accept leasing, and from the age point of view, they focus on “post-95sâ€, high-education, unmarried students and white-collar workers. “Most young people are not good at maintaining and repairing items. Leases have eliminated the worries of this group of people and solved the problem of storage and storage,†said Ye Wentian, a researcher at Ant Jinshang Business School.
Technology is competitiveness
What is the difference between renting a 20 square meter office and renting a startup space by number of employees? Many entrepreneurs will say that technology makes the two very different.
Located in a shared office in Beijing International Trade “氪氪â€, each printer is connected to the offices of Chengdu and Hong Kong. Each employee of each tenant can enjoy 120 pages of free cloud printing in different places per month; in each meeting room The ceiling is equipped with a camera that can count the number of people. It is used to count the number of people in the conference room and the busy hours. If it is always in short supply, new office space will become a conference room next month. Currently, the startup has 40 shared offices, covers an area of ​​300,000 square meters, and has just received a new round of financing of 200 million US dollars.
The core of the leasing economy is the separation of ownership and use rights, but the addition of new technologies such as Internet technology, big data and even blockchain is making leasing different. On the one hand, the demand can be matched more efficiently through the Internet platform. On the other hand, the offline contact network can be borrowed anytime and anywhere, and the use efficiency is also improved. At the same time, through the Internet platform, the entire core transaction process is networked, which reduces the user's access cost and improves efficiency. In addition, through the intervention of Internet finance and credit technology, the Internet credit system has a new application scenario, which can effectively reduce the financial risk of enterprises.
In the view of CEO Lan Yaodong, the involvement of technology has also enabled the “new leasing economy†to form a new business model. “For just-needed, high-frequency services, in addition to rent, it can be expanded through the 'advertising + e-commerce' model. Profitable space. For low-end demand such as toys, luxury goods, or cameras, you can use Internet technology to image users and combine them with local life services to create new profit points."
Credit system avoids "deposit pit"
From the beginning of this year, on the Shenzhen housing rental platform, users can use Tencent credit-based free-charge insurance services to meet tenants with Tencent credit scores of 650 and above, and deposits are free of deposits. .
The new leasing economy “looks beautifulâ€, but from the “growth path†of sharing the economy, although the Internet has brought advantages such as massive users and breakthrough space restrictions, it has also led to a lack of mutual trust between the two parties. Currently, the most common constraint is still to charge the deposit model to constrain user behavior. “The deposit model has brought a series of problems. Not only has the user added a deposit of pre-funded funds, but it is also likely to have a series of disputes such as platform misappropriation of deposits,†said Jin Xuejun, executive director of the Zhejiang University Public Policy Research Institute.
At present, socialized third-party credit bureaus such as Sesame Credit, Jingdong Xiaobai Credit, Tencent Credit, and Xinhua Credit are trying to solve this problem. At the policy level, the "Notice on Doing a Good Job in Guiding and Regulating the Healthy and Sound Development of the Economy" issued in May this year also proposed to "enhance the credit rating and credit of platform companies, resource providers, consumers and other entities." management."
“In the beginning of Sesame Credit in 2015, we found a business and suggested that when using sesame seeds to dispense with the deposit, the first reaction of the merchant was to refuse. Because they felt that using intangible credit to replace the tangible deposit would lead to corporate risk control. The danger is rising. However, as more and more people realize the importance of credit, many consumers are used to the sesame credit-free deposit. Up to now, more and more companies have begun to actively access sesame credit." Ye Wentian told reporter.
What is the effect of “credit exemptionâ€, and does the user really “cherish the feathersâ€? Xin Meng, the founder of the intelligent terminal leasing platform “Machine Honeyâ€, said that after the introduction of Sesame Credit to provide users with credit-free leasing services, “in the past year, the transaction volume has increased by 50 times, and the bad debt rate is only three-thousandths. ."
Li Guoyun said: "At present, 70% to 80% of orders on the platform adopt the deposit-free mode. If the credit score is not enough, a certain deposit will be charged, and the proportion of users who default on the platform is less than 2%. This model will have certain funds. Pressure, but the late liquidity is good and will not cause losses."
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