Before 2016 when there remained user dividends of the internet, both internet financial institutions and traditional financial institutions that realized the importance of the internet invested heavily in user scale and experience. But since 2016, the overall demographic dividend of the internet has vanished, the growth rate of internet and mobile citizens decreased to below 10%. Moreover, the competitive landscape among the internet giants is fundamentally stable and the removal costs of customers are enormous, so the marginal effect in the aspect of user scale is reduced.