“把上海陆家嘴(600663,股吧)国际金融资产交易市场股份有限公司简称为陆家嘴金融交易中心，电子商务消费者怎么会记住我们？在电子商务领域，要让消费者记住它，名字最好不要超过三个字。”这是原当当网CTO&CIO戴修宪担任上海陆家嘴国际金融资产交易市场股份有限公司（下称“陆金所”）负责运营与IT平台建设的副总经理后，提出的第一个意见。

“The Shanghai lujiazui(600663,guba)International financial assets transaction market co., LTD., referred to as the lujiazui financial and trade center，The electronic commerce consumers how can remember us？In the electronic commerce field，To make consumers remember it，Name had better not exceed three words。”This is the original dangdang CTO&CIO wear constitutional amendment as Shanghai lujiazui international financial assets transaction market co., LTD（said“LiuJin have”）Responsible for operation and IT platform construction after the deputy general manager，Put the first one。

　　于是，陆家嘴国际金融资产交易市场股份有限公司拥有了一个更简单的名称——“陆金所”。

so，Lujiazui international financial assets transaction market co., LTD. Have a more simple name --“LiuJin have”。

　　戴修宪一开始以为，陆金所用电子商务模式构建的服务小微企业与个人投融资的线上平台，并非难事。然而，他最终花费约10个月，才把这件“简单”事情做好——当“消费者”变成投资者，当电子商务平台从卖家电书籍变成凑合个人借贷服务后，戴修宪感觉到互联网文化与金融产业文化之间的强烈冲突。

Wear constitutional amendment first thought，LiuJin use e-commerce mode of constructing service small micro enterprise and individual investment and financing online platform，Is not a very difficult task。however，He finally spend about 10 months，To get this“simple”Things well - when“consumers”Become investors，When e-commerce platform from home appliance sells books into makeshift personal loans after service，Wear constitutional amendment feel Internet culture and financial industry culture conflict between the strong。

　　“即使是全球最知名的电子商务公司，几乎没有利用电子商务平台从事金融创新服务。”平安保险集团常务副总经理顾敏直言。而由平安集团斥资4亿元打造的陆金所，正承载着平安集团的经营战略使命。不过，要让电子商务管理思维与金融创新文化(300336,股吧)融合到一起，考验着陆金所的管理智慧。

“Even if is the world's most famous electronic commerce company，Almost no use of e-commerce platform in the financial service innovation。”Ping an insurance group executive vice general manager GuMin the truth。The peace group spend 400 million yuan to the LiuJin，Is bearing the weight of the peace group management strategy mission。but，To make electronic business management thinking and financial innovation culture(300336,guba)Fusion together，The test of landing gold management wisdom。

　

　艰难摸索 liang-xiang

　　2006-2011年担任当当网CTO&CIO，让戴修宪对电子商务平台建设与运营积累了不少经验。

2006-2011 as dangdang CTO&CIO，Let wear constitutional amendment to e-commerce platform construction and operation has accumulated a lot of experience。

　　当他成为陆金所副总经理时，发现陆金所电子商务平台的运营难度要比当当网简单太多——相比当当网要给数千个产品制定复杂的线上定价促销策略，陆金所目前仅仅推出一款面向借款者和出借人的个人借贷中介服务——稳盈-安e贷，在借贷双方通过稳盈-安e贷服务快捷达成借款交易同时，陆金所负责向借贷双方提供中介服务，如发布借款需求、管理借贷双方以及担保公司之间的借贷及担保活动、借贷资金的划拨。

When he became LiuJin institute vice general manager，LiuJin found that e-commerce platform operation difficulty than dangdang simple too much - compared with dangdang will give thousands of products make complex online pricing promotion strategy，LiuJin have at present only launch a mobile for borrowers and lenders of consumer lending in the intermediary services - steady surplus - Ann e credit，In the lending through the steady surplus - Ann e credit service quickly reach borrowing transaction at the same time，LiuJin are responsible for both sides to lending to provide intermediary services，Such as release loan demand、Management borrowing both sides and guarantee company between lending and guarantee activities、Lending money transfer。

　　“连物流配套体系都无需建立，因为稳盈-安e贷类似固定收益类债权产品，只要将出借人资金根据借款交易合同划拨给借款人账户即可。”戴修宪告诉记者，唯一能让他感到压力的，是陆金所绝不容忍出现交易信息数据不安全与出错。以往电商会对由技术故障引发的错误交易采取向客户赔款或取消错误单据等做法，但陆金所必须确保“零故障”，确保投资者的资金绝对安全。

“Even the logistics supporting system instead of having to establish，Because the stability - Ann e credit similar fixed income products such creditor's rights，As long as the lender funds according to the borrowing transaction contract transfer to the borrower can account。”Wear constitutional amendment told reporters，The only can let him feel the pressure，Is LiuJin have zero tolerance appear transaction information data not safety and error。Before electric chamber of commerce by technology of fault cause error to the customer transactions take reparations or cancel error documents practices，But LiuJin must ensure that“Zero fault”，Ensure that the capital of investor absolute safety。

　　这足足让戴修宪“摸索”了近10个月。

This fully let wear constitutional amendment“grope”Nearly 10 months。

　　今年3月19日，陆金所推出首款稳盈-安e贷服务，随后4个月期间，陆金所每天仅仅推出数款稳盈-安e贷产品，主要由平安集团内部员工认购。

March 19,，LiuJin launched the first firm surplus - Ann e credit service，Then four months period，LiuJin a day just out of the number of steady surplus - Ann e credit products，Mainly by the peace group internal staff subscription。

　　“用电子商务管理思维运作稳盈-安e贷线上交易平台，与运作商品类电子商务平台有很多区别。”戴修宪解释说，两者最大的不同点，在于商品类电子商务平台经营成功与否的标准，是比拼商品定价策略、市场反应速度与配套物流配送效率，而稳盈-安e贷线上交易平台成功运营的标杆，是个人借贷资金划拨操作是否合规，交易数据是否安全，投资者是否全面了解稳盈-安e贷服务条款与投资风险。

“With electronic business management thinking operation stability waxing - Ann e credit online trading platform，And operation commodity type electronic business platform have a lot of difference。”Wear constitutional amendment explained，The biggest difference，Lies in the commodity type electronic business platform management criterion of success，Competition is commodity pricing strategy、Market reaction speed and supporting logistics distribution efficiency，And stable waxing - Ann e credit online trading platform successful operation of benchmarking，A loan fund transfer operation whether compliance，Whether the transaction data safety，If investors overall understanding the stability - Ann e credit terms of service and investment risk。

　　为此，戴修宪让技术团队在陆金所网站产品设计频道专门列出《稳盈-安e贷服务说明》与《稳盈-安e贷服务个人借贷规则》，同时要求条款解释说明内容，能让投资者短时间全部了解领悟。否则投资者阅读时间越长，对投资稳盈-安e贷的兴趣下降越快。

therefore，Wear constitutional amendment let technical team in LiuJin website product design channel special list《Steady surplus - Ann e credit service description》and《Steady surplus - Ann e credit service personal lending rules》，At the same time the requirement terms to explain the content，Can let investors short time all know understanding。Investors reading or longer，On investment firm surplus - Ann e loan interest fall faster。

　　这让部分来自电子商务平台的技术团队感到迷惑——与其颇费精力如何让投资者用最短时间了解交易流程与借贷资金划拨路径，还不如直接列出每款产品的年贷款利息与贷款额度，更能吸引投资者眼球。毕竟，3年期稳盈-安e贷年利率平均约在8.6%，要比同期银行理财产品高出2%-3%。

This let part from e-commerce platform technical team puzzles - and its quite fee energy how to let investors, with the shortest time understand transaction process and lending funds transfer path，As the direct list each product in the interest on loans and loans，More able to attract investors eye。After all，3 years steady surplus - Ann e credit average annual rate of about 8.6%，Than the bank financing products more than 2% - 3%。

　　“但我们要求技术团队必须在陆金所网站贴出稳盈-安e贷服务说明与投资风险提示等，这属于金融领域的文化。无论是线下交易，还是借助互联网技术，都要遵守它。”平安集团首席创新官、陆金所董事长计葵生告诉记者。

“But we require technical team must be in LiuJin website posted steady surplus - Ann e credit service description and investment risk warning, etc，This belongs to the culture of the financial sector。Whether it is offline trade，Or with the Internet technology，Are to abide by it。”Peace group chief innovation officer、The chairman of the board LiuJin JiKui born told reporters。

　　然而，要让金融领域文化与电子商务文化迅速融合，绝非易事。

however，To make the financial sector culture and electronic business culture rapid confluence，Is no easy task。

　　按照陆金所相关规定，当借款人和出借人签订《个人借款及担保协议》后，陆金所根据出借人的授权将借款资金由出借人的陆金所账户转入借款人的陆金所账户完成放款。随着7月底稳盈-安e贷周成交量突破千万元，上千万元客户资金滞留在陆金所账户管理环节，一旦出现“技术故障”，投资者损失巨大。

According to the relevant provisions LiuJin，When the borrower and the lender sign《Personal loan and guarantee agreement》after，LiuJin according to the authorization of the lender will loan funds by the lender of the LiuJin account into the borrower's account LiuJin have completed loan。With the end of July steady surplus - Ann e credit weeks volume exceeding ten million RMB yuan，Millions of yuan clients' money LiuJin trapped in the account management link，Once appear“Technical fault”，Investors lost millions。

　　“考虑到资金安全，我们必须确保客户资金滞留陆金所账户管理环节的时间越来越短。”戴修宪直言，在过去4个月的系统测试期间，陆金所技术团队已将客户资金划拨时间从最长48小时缩短至3-6小时。但戴修宪的最终想法，是让出借人与借款人之间的账户资金能够直接划转（无需通过陆金所平台）——毕竟，大量客户资金在某个时间点滞留在陆金所账户管理环节，仍然构成某种资金安全隐患。

“Considering the safety of fund，We must ensure that clients fund retention LiuJin have account management link time more and more short。”Wear constitutional amendment to，In the past four months of system during the test，LiuJin technical team has put customer funds transfer time from the longest 48 hours reduced to 3 to 6 hours。But wear constitutional amendment final idea，Is to make the lender and the borrower's account between funds can directly transfer（No LiuJin through the platform）- after all，A large number of clients fund in a certain time point LiuJin trapped in the account management link，Still constitute a capital safety hidden trouble。

　　管理玄机 Management tells

　　摸着石头过河的，不仅仅是平安集团陆金所。

The crossing the river by groping the stone，Is not only the peace group LiuJin。

　　从2008年次贷危机爆发以来，欧美地区国家很多机构也开始试水通过电子商务平台拓展金融创新业务。今年英国政府在编制财政预算时，甚至留出1亿英镑用于支持面向小微企业投融资的线上交易平台。在政府扶持下，英国已出现类似CLPA的针对小微企业投融资的互联网公司。

From 2008 years since the outbreak of the subprime mortgage crisis，Europe and America countries many organizations are starting to test the waters through electronic business platform development financial innovation business。This year, the British government in building the financial budget，Even set aside 100 million pounds used to support for small micro enterprise investment and financing online trading platform。In government support，Britain has CLPA appear similar for small micro enterprise investment and financing Internet company。

　　“平安集团确信，电商对金融业在未来几年会起到翻天覆地的影响。”顾敏指出。他眼里的翻天覆地的影响，是如果产生一个互联网平台，聚集众多投资者与需要融资的个人与小微企业，在风险管理措施完善的情况下提供投融资服务，并利用互联网优势实现借贷资金快速划转与投资退出，可能引导全球上千亿资金关注这个全新的投资领域。

“Peace group that，Electric business to the financial industry in the next few years have great influence。”GuMin pointed out that。His eyes of great influence，Is that if produce an Internet platform，Gathered many investors and financing needs of the individual and small micro enterprise，In the risk management measures to perfect circumstances providing investment and financing services，And the use of the Internet advantage to realize rapid loan fund transfer and investment exit，May lead to the global capital of billions of concern on the new investment fields。

　　然而，面对这块潜力无限的市场蛋糕，敢于尝试利用互联网平台拓展金融产业版团的的大型金融机构，依然屈指可数。

however，In the face of this potential market cake，Dare to try to use the Internet platform development financial industry group's version of the large financial institutions，Still can be counted on one's fingers。

　　“全球知名电子商务公司也很少在互联网平台拓展金融创新业务。”一家电子商务公司负责人透露，除了金融业务牌照的缺乏，让它们望而却步的最大阻力，是电子商务文化与金融文化之间的管理冲突——电子商务要求根据市场变化做出最快反应，而金融创新服务哪怕是操作流程小小变化，都要花大量时间反复论证操作合规性安全性，甚至需要向金融监管部门备案等待获批。市场反应速度如此“滞后”，让电子商务文化难以容忍。

“The global well-known electronic commerce company also rarely in the Internet platform development financial innovation business。”A electronic commerce company controller has revealed，In addition to the lack of financial business license，Let them flinch maximum resistance，Is electronic business culture and financial culture conflict between management - electronic business requirements according to the market change fastest response，But financial innovation service even small changes operation flow，All want to spend a lot of time repeated demonstration operation safety compliance，Even need to financial supervision departments for the record waiting approved。Market reaction speed so“lag”，Let the electronic commerce culture is difficult to tolerate。

　　于是，近年风生水起的国内P2P信贷线上交易平台决定另辟蹊径——只负责撮合借贷双方，不承担借贷违约风险与帮助投资人识别P2P信贷风险，以此规避金融服务操作合规性安全性的审核。

so，In recent years, randy lerner domestic P2P credit online trading platform decided, and look elsewhere - is responsible only for the transaction of lending，Do not assume lending default risk and help investors identify P2P credit risk，To avoid financial services operation safety compliance audit。

　　“这凸显国内P2P信贷线上交易平台的风险管理盲点。”上述电子商务公司负责人指出，美国存在众多只负责凑合借贷双方的P2P信贷交易电子商务平台，但每个投资者可以通过向美国金融部门调取借款人的个人信用评级与银行逾期还款状况，大致估算借款额度与利率，但在国内P2P信贷交易电子商务平台里，投资者只能靠自身资源去评估P2P信贷产品的贷款违约风险。

“This highlights the domestic P2P credit online trading platform risk management blind spot。”The electronic commerce company controller points out，There are many is responsible only for makeshift lending the P2P credit transaction e-commerce platform，But each investor can through the financial sector to the United States obtained the borrower of personal credit rating and bank overdue repayment condition，Roughly estimate loan amount and interest rates，But in domestic P2P credit transaction in the e-commerce platform，Investors can only rely on their own resources to evaluate P2P credit product loan default risk。

　　“这是电子商务平台拓展线上金融创新服务的两大管理难题。”计葵生直言，所谓的两大难题，一是谁来帮助投资者评估贷款风险，二是谁给投资者承担违约风险。

“This is e-commerce platform expand online financial innovation service two management problem。”JiKui born the truth，The so-called two big problems，One who is to help investors loan risk evaluation，The second is to investors who bear the risk of default。

　　而陆金所现在尝试的解决方案，除了借助平安集团积累7年的个人金融消费风险管理数据模型对每个借款人做借款风险评估，还特别成立一家注册资本1亿元的平安融资担保（天津）有限公司，对每笔稳盈-安e贷提供偿付违约担保。

And LiuJin have try it now solutions，Besides with the peace group accumulation seven years of personal finance consumption risk management data model to do each borrower loan risk assessment，Also specifically set up a registered capital of 100 million yuan peace financing guarantee（tianjin）Co., LTD.，For each firm surplus - Ann e credit provide pay breach of contract guarantee。

　　计葵生深知，在稳盈-安e贷服务的实际贷款风险评估管理过程里，模型未必能确保时刻精确。比如少数借款人出现未能及时还款状况，应提高贷款利率对冲贷款风险。

JiKui born know，In the steady surplus - Ann e credit service actual loan risk assessment in the process of management，Model does not necessarily ensure accurate time。For instance a few borrowers appear not seasonable reimbursement condition，Should improve the loan interest rate loan risk hedge。

　　“每几个月，陆金所会根据不同类型借款人的实际还款情况，修改相应信贷消费风险管理数据模型。”计葵生强调说。

“Every few months，What LiuJin according to different types of the borrower's repayment actual situation，Revising the relevant credit consumption risk management data model。”JiKui born stressed。

　　在戴修宪看来，陆金所能否将电子商务优势融入线上金融创新服务，成功要素首先在于人，其次是软件，最后才是硬件。

In the constitutional amendment seems to wear，LiuJin can by electronic business advantage into online financial service innovation，Success factor lies first of all in one，The second is the software，The last is the hardware。

　　他面对的尴尬现实，是能将互联网优势与金融风险控管合规完美融合的公司仍然屈指可数。

He was faced with the embarrassment of reality，Will the Internet advantage and financial risk control compliance perfect fusion company still can be counted on one's fingers。

　　戴修宪坦言，要完全依赖线上交易平台管理实现“理想的风险管理模式”，仍有一定缺陷。而陆金所转而采取线上线下结合模式，比如投资者可以前往平安4400多个各级各类分支机构及营销服务部门就近进行信用审核，并签署借贷款协议。

Wear constitutional amendment said，To rely solely on online trading platform management is realized“The ideal risk management model”，There is still a certain defect。And LiuJin have to take online offline combined with pattern，Such as investors can go to peace at various levels in more than 4400 branches and marketing service department came near to the credit audit，And sign borrowed loan agreement。

　　“来到陆金所负责IT平台建设运营之前，我没有金融从业背景，一开始以为只要把客户体验环节做好了，稳盈-安e贷业务会快速成长。”他感慨说，如今他感觉商品类电子商务与金融创新服务类电子商务的最大不同，是后者必须将交易安全性、金融服务产品持有风险高低、投资收益预期与金融产品流动性，用简单直接的方式“放在”投资者面前。

“Come to LiuJin are responsible for IT platform construction before operation，I have no background in finance，A began to think that as long as the customer experience link ready，Steady surplus - Ann e credit business would fast growth。”He regrets said，Now he feels commodity type electronic business and financial innovation service class electronic commerce maximum different，It's the latter must will transaction security、Financial services products hold high and low risk、Investment income expectations and the financial product liquidity，Use simple direct way“on”Before investors。

　　而他当前的一项管理挑战，是对年底即将推出的稳盈-安e贷二级市场交易转让提供“技术支持”，让投资者拥有提前退出与盘活资金的通道。

And he current a management challenge，To the end of the year is the upcoming release of steady surplus - Ann e credit secondary market transactions provide transfer“Technical support”，Let investors have early exit and revitalize the capital channel。