Baiqian Financial - Consumer Finance Loan Process Evaluation
Company overview
Baiqian Financial is headquartered in Shenzhen and was founded by a group of experienced professionals from the financial industry. It is one of the leading players in China's consumer financial services sector. Since its inception, the company has focused on providing innovative and convenient micro-loan products and accompanying financial services to a broad consumer base. Its operations cover multiple cities across the country, featuring a well-established service network and risk control system. With the development of "Internet Plus" finance, Baiqian Financial has actively leveraged technology to enhance service delivery, establishing an integrated online and offline operational model, particularly gaining strong market presence and influence in automotive finance and small consumer loan segments, with overall competitiveness ranking among the top in the industry.
Research background
In recent years, micro-loans have gained popularity among consumers, especially the youth demographic, due to their simple approval process, rapid disbursement, and low entry barriers. In response to the rapidly expanding market demand, financial institutions have continuously strengthened product innovation, intensifying competition in the micro-loan market. In this context, Baiqian Financial has commissioned CEIDEA Research to conduct a comprehensive evaluation of its product performance from the perspective of real user experience, while also identifying the strengths and weaknesses of its key competitors. This effort aims to drive continuous product and service improvements, further enhancing market competitiveness and customer satisfaction.
Research scope
In May 2016, CEIDEA Research was commissioned by Baiqian Financial to conduct a product and service experience study using the "mystery shopper" method. The study simulated the real consumer loan process, involving end-to-end experience testing of both Baiqian Financial's own and its main competitors' micro-loan products. This included online application procedures, customer service response times, document submission processes, approval efficiency, disbursement timelines, fee structures, contract transparency, and post-disbursement after-sales support. Research personnel participated in the experience as typical consumers, objectively documenting the performance of each institution in key areas such as process convenience, service attitude, risk control mechanisms, and user guidance. The study aims to identify specific weaknesses in Baiqian Financial's products and services, while systematically collecting best practices and innovative design elements from competitors.
Expected outcomes
This study is expected to provide Baiqian Financial with a user-centric perspective to systematically identify the current positioning and service shortcomings of its micro-loan products in the market, as well as to map out key pain points and customer drop-off points throughout the customer journey. By drawing on successful practices from competitors in product design, user guidance, and service responsiveness, the findings will offer actionable recommendations for optimizing product features, improving customer service quality, and enhancing overall brand user experience. Ultimately, these insights will help Baiqian Financial strengthen its leadership position in the micro-loan market.
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