This article starts from the Anyihua App HE Tuber which ranks first in the industry with absolute advantages, and covers eight aspects: industry analysis, competitive product analysis, user value analysis, business value analysis, product iteration analysis, product structure analysis, operation path analysis and future prospects. Conducted a comprehensive strategic analysis of An Yihua. Recommended reading for students interested in consumer finance.

Anyihua, which is available for immediate consumption , was launched in 2015 and has been in operation for more than 8 years. It currently has 15.6649 million active users and 1.3 million daily active users.

Lingyi Think Tank selected the top 10 comprehensive consumer finance company APPs in the first half of 2023 and analyzed them based on the scores of 6 indicators. Among them, the Anyihua APP performed outstandingly in four indicators: number of monthly active users, monthly usage time, number of monthly starts, and average number of daily active users, all receiving the highest score of 9 points.

This is not the first time that Anyihua App ranks first. Previously, in the consumer finance app activity list for the third quarter of 2021 released by Lingyi Think Tank, Anyihua App also ranked first with an absolute advantage.

So the activity continues to dominate the industry, why does the Anyihua App stand out ? What is the current situation of the entire industry?

This article attempts to analyze the process of the Anyihua product and give you a glimpse into the operating logic of the entire consumer finance industry.

Consumer finance (or consumer loan) refers to loan services for consumption purposes, which are used to meet the borrowing needs of users for daily consumption. Depending on whether the consumer finance business relies on scenarios and whether lending funds will be directly included in the consumption scenario, consumer finance can be divided into consumer loans and cash loans.

Consumer finance in a broad sense refers to all loan services for consumption purposes, including housing mortgage loans, automobile consumer finance, general durable goods consumption and daily consumption microfinance, etc.

Consumer finance in the narrow sense refers to excluding housing mortgage loans from broad consumer finance, such as travel loans, education loans, etc. It has the characteristics of small single credit limit, fast approval speed, no mortgage guarantee, flexible service methods, and short loan period.

This report only studies the narrow scope of consumer finance.

The penetration rate of narrow consumer credit will reach 31.8% in 2022. So how does consumer finance gradually penetrate into people's daily lives? As a nation that has always advocated frugality, why has the consumer loan industry developed so rapidly? (Ask a question)

Below we use the PEST model to discuss and analyze the reasons behind it.

Since the first credit card was issued in 1985, China's consumer finance market has experienced 38 years of development. As an industry that is gradually becoming licensed, regulatory policies play a vital role in the development of the entire industry. The following summarizes the development history of the consumer finance industry. There are five stages: embryonic period, pilot period, development period, rectification period and standardization period: