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京东白条见效慢 对金融市场影响不大

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编辑: 1   作者: 网易   时间: 2014/02/14 09:03:17  

文/王利阳

你获得多少京东白条信用额度?今天有不少人在尝试京东白条授信,很不幸的是大部分人乘兴而来,败兴而归,能获得京东白条授信的消费者太少了。京东在消费金融上的尝试是好的,但被给予厚望的这款产品还显得有些稚嫩,不过倒是对提升购物体验有所帮助。

在推出白条之前,京东肯定有算过一笔账,我们来看,首批开放申请50万个“京东白条”公测资格,占比京东3580万用户规模的1.4%;白条的最高授权为1.5万,我们以人均获得消费授信3000~5000元计算(京东以销售3C产品为主,电脑、手机、相机的价位一般在这之间),这笔费用在15亿~25亿之间,假设京东现有的现金及现金等价物规模达到100亿(截至13年9月,京东的现金及现金等价物为88亿),白条将占用京东资金的15%~25%。理论上,50万用户都使用京东白条服务中的30天延期付款服务,京东的应收账款最多高达25亿,你要知道,截至2013年9月京东用于经营活动产生的现金流量净额也才21亿啊,真要达到理论状态京东资金链就相当吃紧了。

当然,实际上不会发生这种情况,京东会主动的调节控制。为了绕开金融业的相关牌照限制,目前白条都用京东自有资金周转,避免风险,短时间内白条的用户将会控制在1.5%以内,否则京东就很有可能出现资金链危机。

京东白条在电商消费市场算是一个不错的创新,但对消费金融市场影响不大,毕竟京东金融的盘子现在还太小,用户规模只有50万,对提升自身毛利的效果也有限。假设50万用户中有25万使用了白条中的分12期付款的服务,以人均4000元的授信额度计算,是10亿,分12期还款的费率是6%,10*6%=0.6亿,理想的情况下只能带来6000万的收益,从京东体量上来看,这只能算是九牛一毛,不过正巧能与京东2013年前9个月的净利相等,对徘徊在盈利边缘的京东也算不错了吧。

事实上,京东白条能不能有50万人用还是个疑问。为了控制风险,白条授信的要求太高,而能获得授信的消费者对白条的需求不那么大,对白条需求大的消费者又无法获得授信,真是一个令人纠结的问题。

另外,京东白条本身又与信用卡的功能接近,30天延期付款、分期付款,这本来是信用卡提供的功能,经过京东的包装,绕开了银行体系,成为京东白条。虽然京东白条的分期付款费率更低,但习惯了信用卡消费的消费者也不是非用京东白条不可。

其实,京东白条最大的好处在于30天延期付款,这种先购物后付款的方式极大的提升了网络购物的用户体验。由于无法直接购买到实物,所以网购的退货问题一直困扰着消费者,尤其是退货时产生的退款问题最为烦人。

要是能获得白条授信,享受30天延期付款服务那再好不过了,先把东西买回家用着,没问题了再付款,这样就能免除烦人的退款问题了。反正货在我这,钱也没给你,我也申请过退货了,来不来取货就是你的事了。要有这种购物体验才对嘛!

(本文系王利阳向网易科技投稿,转载请注明出处。文章仅代表作者本人观点。)