“New Finance”in the Context of “New Retail”

（School of Management，University of Shanghai for Science and Technology，Shanghai 200093，China） LI Jia

Abstract：“New finance”in the context of“new retail”is an innovation of financial business types based on technological revolution. It specifically refers to a new financial model with consumer experience as the core，big data，cloud computing， artificial intelligence and other cutting- edge technologies as the driving force. It can realize the all- round innovation of the financial industry through the reconstruction of such three core elements as financial users，marketing channels，and financial services. Its main features are efficient financial services，personalized user experience，multi- scenario and omni- channel exhibition mode，and technology- driven operation. Under the background of“new retail”，the key for the traditional financial business to transfer to“new finance”is to expand the target customers by establishing the diversified marketing mode of“online + offline + cooperation channel”，reconstruct the business chain through asset-light operation mode based on resource cooperation among service subjects，and realize the whole process intelligent risk management system by using scientific and technological means. At the same time，the innovation and integration of the online and offline participants are carried out in the“new finance” ecosystem. And it effectively reduces the operating costs of financial institutions，avoids potential risks，and helps to achieve precision marketing and transformation and upgrading. However，there are still some hidden dangers in the development of“new finance”under the“new retail”，such as the choice and innovation of consumption scenarios，the vicious competition among peers，the various potential risks caused by emerging development models and the imperfect regulatory system. In the future， only by strengthening the selection ability and development of high- quality scenarios，establishing a simple and effective， compliant and sound operation mechanism of consumer credit business，reforming and innovating the financial regulatory system， improving relevant laws and regulations，and accelerating the construction of“regulatory technology”system，will the financial service ability of the real economy be enhanced and the sustainable and healthy development of the“new finance”industry be better promoted.

Key words：“new retail”；“new finance”；scene consumption；fintech；consumption finance