Douyin quietly jumped into the first camp of lending, with nearly 400 billion days approaching Ant

Text: Zhou Tian

Original production by Zhou Tian Finance

In the forgotten corners, cash loans are still growing and burning more vigorously, and the protagonist of this wave of online lending is a character that surprises everyone: ByteDance.

I'm also curious, how did a platform used to watch short videos become a lending giant?

I paid attention to this topic under the surface of the water, and I first saw a report, according to the "21st Century Business Herald":

A large Internet live streaming platform is engaged in loan assistance on the one hand, and on the other hand, it also operates its own consumer loan business based on its own Internet small loan license. With its huge flow, its loan balance has rapidly expanded to about 800 billion yuan. The financial regulator has paid close attention to this and asked the Internet live streaming platform to appropriately reduce the size of the loan balance.

After many inquiries, it was learned that the 800 billion balance giant implicitly mentioned in this article in the 21st century is Douyin. However, the balance of 800 billion yuan in loans greatly exceeded market expectations and was slightly exaggerated.

Following this clue, I have verified in many ways in the industry and generally learned that around the end of 2023, the lending balance of byte-based companies such as Douyin has exceeded at least 300 billion, and perhaps in the recent period of writing this article, the balance is approaching 400 billion, that is, about a year ago, the lending balance of Douyin was only about 10 billion.

Even if it is only more than 300 billion, it has also shocked many people in the industry: "This growth rate is too terrifying, and it only takes one year to do 1.5 degrees of small fullness." 」

According to industry estimates, according to the astonishing growth rate in 2023, even if the growth rate drops sharply in 2024, it is not an exaggeration to say that the lending balance of the byte system, which is dominated by Douyin, will reach one trillion. Trillions is the peak that Ant Group once reached.

To understand Douyin's current position in the cash loan industry, we might as well compare the current cash loan leader companies:

Du Xiaoman, conceived by Robin Li's Baidu, has a loan balance of 230 billion, which is far ahead of the cash loan industry, and Du Xiaoman is recognized as fierce and generous, such as in the airport and various popular variety shows, Du Xiaoman is a big financier of advertising sponsorship.

Second only to Du Xiaoman, it is 360 IOU, the main body is Qifu Technology and 360 small loan, and the actual controller is Zhou Hongyi, who has just taught Hangzhou Internet celebrities a life lesson, and the financial report shows that the balance of 360 IOUs is 189.1 billion yuan. Zhou Hongyi teaches young people to speak without tuition, but Lao Zhou lends money to young people to calculate interest.

In other words, it only took one year for Douyin to surpass the two top two masters in the cash loan industry, almost reaching the sum of the amount of +360 IOUs loaned. It really brought some small byte shocks to the financial industry.

Byte is good at cross-border expansion, annexing the territory of old giants, characterized by saturation attacks and rapid volume, and in 2023, once again in the field of lending, it will be radical all in, repeating its tried and tested tricks.

It's still a familiar script, or a familiar taste. The bytes that retreated from the contraction of games and VR are actually expanding covertly in another corner.

In this way, quietly, in a sinking lending market that we can't see, in just over a year, Douyin suddenly developed into one of the top giants in the market, replicating the highlight moment of Huabei borrowing of Alipay's parent company Ant Financial.

The balance is actually a narrow gauge that calculates how many loans are sitting in the user's wallet at a certain point in time, and the stock has not yet been returned to the bytes. Since many users will borrow multiple times, if calculated according to GMV, the scale of credit is even larger.

The front-end products of Douyin lending are assured borrowing and Douyin monthly payment, and behind it is a small loan license, which is actually controlled by ByteDance, and recently increased its capital from 9 billion to 19 billion on December 29. In comparison, the current capital of Tencent's Tenpay small loan is 10.5 billion yuan, and WeChat payment is also gradually increasing, stimulated by Douyin's excellent performance, WeChat payment should not sit back and watch the market be exclusive to Douyin, and there may be greater action in 2024.

Talking about this, everyone must be very interested in: why, why bytes can, Douyin Finance can grow rapidly. As for the why, I am going to make a detailed interpretation in the future, so I will write it briefly here.

I heard from friends in the industry about a few reasons: the user base is large, the data is complete, the algorithm is advanced, in the financial industry is a dimensionality reduction blow, some financial practitioners told me, the last time I felt such a shock, or saw Huabei borrowing once touched about 2 trillion lending balance scale. The big data volume of the mobile Internet has summoned the power of online lending and rewritten the way finance is played.

Industry insiders lamented that after ants finished user education, Douyin relay service, predecessors planted trees, and later generations enjoyed the shade. The needs of users have always been there, but the leader has changed. Between the elimination and the other, there was a silent and rumbling sound.

In fact, the head cash loan companies, such as Lexin, Paipai Loan Xinye, Xiaoying and other companies and Jingdong Finance, as a giant ecology, are slightly silent but the performance still maintains a high growth rate, there are many intriguing details behind it, if you want me to talk about it in the future, please let me know in the comment area.

Zhou Tian Industry Analysis Original Produced | techfinsight

It focuses on in-depth analysis and trend interpretation of technology industry and business phenomena, as well as entrepreneur groups and corporate culture.

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