regulatory policies were introduced, and the industry entered a period of rectification. Consumer finance: industry reshuffle, who is in charge of ups and downs? Ant Huabei was launched in April 2015, and the scale of consumer finance lending reached 1 trillion yuan. In 2017, the growth rate of consumer finance lending reached a peak of 904.0%, but since then, it has been regulated, and the growth rate has declined year by year, but the scale of lending has increased year by year. , is expected to reach 46572.32 billion yuan in 2021. 2. E-commerce finance has become sms marketing service a leader in the industry Market participants in China's consumer finance include "e-commerce, banks, P2P, licensed consumer finance institutions, consumer installment platforms, and other consumer finance platforms". Among them, the e-commerce platform refers to the institutions that have started the consumer finance business from e-commerce, including "Ant Financial Services" under Ali and "Jingdong Payment" under JD.com. The consumer finance of the e-commerce platform relies on high traffic and e-commerce scenarios to gain the advantage of rapid development in the early stage, and then through payment to open up various consumption scenarios, coupled with the advantages of risk control, to achieve the industry leader