Today, Xiaomi Finance officially launched its Internet financial product "Xiaomi Lifetime Treasure", and E Fund became the first product to cooperate with Xiaomi Finance. In the view of Hongfeng, co-founder of Xiaomi, Xiaomi Finance plays a more intelligent role in the Internet finance industry. Xiaomi Finance is committed to building a platform and establishing a credit information system. On the one hand, we use the data collected by Xiaomi's smart phone for credit reporting, and on the other hand, we build a comprehensive financial service platform, combining Xiaomi's e-commerce attributes to do financial services. Actually, Xiaomi has been involved in finance for a long time. 20 13, 13 On February 26th, Xiaomi Payment Technology Co., Ltd. was incorporated by Beijing Xiaomi Technology Co., Ltd. with a capital contribution of 50 million yuan. Xiaomi CEO Lei Jun is the chairman and legal representative, and Hong Feng is the manager. In the field of Internet P2P, Xiaomi Shunwei Fund also invested in Internet P2P platform building blocks. Today, the horn of Xiaomi Finance's entry into the Internet financial service industry officially blew. First, the shortcomings of Xiaomi Traditionally, the financial industry has emerged with the emergence of commerce and the emergence of human trade. In 2000 BC, the temples in Babylon already had institutions to manage and preserve gold and silver, collect and pay interest and issue loans. Modern banks originated in medieval Italy. Due to its special geographical location, Venice became the trade center at that time, and the demand for transactions generated the demand for currency custody and credit, and modern banks were born. In recent years, Ali has repeated thousands of years of human progress in the field of Internet in China. First, there are Alibaba and Taobao, there are transactions, transactions create payment needs, and there are Alipay. Because of the time difference between transactions, Alipay has a fixed deposit balance, which is invested in the money fund, so there is a balance treasure. Then, with Ant Financial covering most financial services, Ali rose. Xiaomi was originally a mobile phone manufacturer, but Xiaomi's model is mainly self-operated. As an e-commerce, Xiaomi website sells Xiaomi mobile phones. Just one rice noodle festival is 65.438+57 billion sales. However, when purchasing Xiaomi, the payment methods of rice noodles are Alipay and online banking, not Xiaomi's own payment channels. Xiaomi only has the profit of hardware sales, but there is no capital precipitation and financial services from sales to payment to Ali. Lei Jun said in his New Year message on 20 15: "Xiaomi has moved from a MIUI ROM developer and smartphone manufacturer to a national brand of consumer electronics, a creator of smart home ecology and a mobile Internet content and service distribution platform. This is a company form that the global technology industry has never had before. Xiaomi has reached the forefront of industry development. " Since it is a service distribution platform, it is a pity to miss the biggest financial service of cake. Xiaomi needs to make up for the missing shortcomings. Secondly, it is a good idea in turn. Ali started from Taobao, to Alipay, and then to Yu 'ebao, while Xiaomi started from "Xiaomi Living Treasure". This order is completely opposite to that of Ali. As a latecomer and a relatively weak e-commerce platform (Xiaomi Mall is relative to Taobao Tmall), it is difficult to attract consumers to set up accounts and deposit funds on its platform. Then do the opposite, first set up a "millet live treasure" to attract rice noodles at a higher interest rate than bank deposits. We know that Ali's Yu 'ebao can be directly used to buy things in Taobao. I believe that Xiaomi, a clown, will not do anything. In this way, the money earned by depositing rice noodles into Xiaomi Life Bao becomes the payment fund of Xiaomi Mall, allowing Xiaomi to establish a channel for commodity trading, payment means and wealth management. Xiaomi let Hongfeng, the manager of Xiaomi Payment, be responsible for Xiaomi Finance, which in itself illustrates the problem. Moreover, Hongfeng himself said that Xiaomi user groups can provide them with many financial usage scenarios in various mobile phone usage scenarios. Coupled with Xiaomi's e-commerce attributes, various consumption scenarios can completely replace financial services. Consumption requires payment and consumer credit, and the goods sold by e-commerce can include money funds, stock funds and wealth management products. Open the channel from consumption to financial services by reverse means and improve the system of Xiaomi, which is the deep purpose of the launch of "Xiaomi Living Treasure". Third, the prospects are broad and the timing is open to question. According to Lei Jun's "pig on the tuyere" theory, retail financing itself is a broad market. According to the data, China Merchants Bank, the best bank in China, only accounts for 35% of the total revenue, while the personal retail business income of similar banks in the United States far exceeds that of China Merchants Bank, and the retail financial business has broad prospects. Judging from Hongfeng's speech, Xiaomi's financial services should first be financial department stores at this stage, helping users to screen financial products and provide financial services through the big data in Xiaomi's hands; At the same time, Xiaomi can also obtain location information, user behavior information and consumption information in the mobile phone based on MIUI's own 654.38 billion users and multiple products in the Xiaomi ecological chain. Laying the foundation for credit information and exploring the way for future consumer loans and micro-loans is almost a replica of Ali Ant Financial. Unlike Ali, Xiaomi has hardware and rom access. If developed, the system will be more perfect than Ali. Xiaomi Finance has a good long-term prospect, and Lei Jun has the momentum to become the next Ma Yun. However, Xiaomi Finance was launched in May 20 15, but the timing was not very good. At present, China stock market is in a crazy bull market, all kinds of funds have entered the stock market, and the low-profit money fund itself is at a low ebb. At this time, it is doubtful how much money Xiaomi can gather by launching "Xiaomi Live Treasure". If funds are not gathered, there will be no follow-up effect, and the timing of Xiaomi's launch of "Xiaomi Live Treasure" remains to be discussed. Xiaomi has laid out Internet finance for a long time, but due to its weak position, it is difficult to make a system like Ali. "Xiaomi Lifelong Treasure" starts with financial services and establishes a financial service system in reverse, which is the purpose of Xiaomi's involvement in Internet finance. 20 15, the diversion of funds due to the hot stock market will not have much effect, but in the next few years, Xiaomi Finance will have the opportunity to grow into a giant like Ali's Ant Financial. If you have questions about the Internet and SEO promotion and optimization, you can find our Chongqing Huakun Studio.