Delia Chen
Analyst · ROTH Capital Partners. Please go ahead
Yes. So, this is Delia. Thanks, Craig, for the question. I think compared – yes, this quarter, sales and marketing expenses with last quarter, we have seen like over 90% of the increase. I think it’s – to add more color on this, I think it’s mainly due to two reasons. The first is that the fee settlement way is different from previous because in the traditional or in the previous way, this – compared with the traditional way, this quarter, we started to launch the information speed advertisement. And for this new kind of development marketing strategy, the fee booking way is different with the previous ways. In previous ways, we recorded the fee based on the performance, that is CPD, cost per download or CPS, cost per sales. Before this information feed advertisement, we record the marketing expense upfront. That means we recorded in the CPC or CPM way, which is for click – cost per click or cost per mile way. So, you would see that the initial stage that we launched this kind of marketing strategy, there will be a bump where you would see an increase – significant increase in the sales and the marketing increase. That is probably the major reason that you see that our sales and marketing expense outpaced the loan origination volume growth pace. And then second, I think that is basically like a new strategy, new marketing strategy, launching logic is that we started to partner with our channel providers, and we view the models with them, and we do some trials to try some marketing strategies. And we get numbers from the channel partners, and we go back to optimize our algorithm and improve our marketing strategy, launching strategy. So, at the initial stage, I would say the cost per – like cost per newly acquired customers will be inevitably higher than new build. So, at the initial stage, I would say especially this quarter, the first quarter that we launched this new marketing strategy is inevitably to see a significant rise in sales and marketing expense. But in the future, I would say we expect to see some room for the improvement in the cost effectiveness. I think in the future, as we – there are still many like optimization of the marketing strategy right now are going on. I am not expertise in this, but I am pretty sure our technology team spend a lot of great efforts on this to improve the cost per newly acquired customer, the data on this. So, I would expect that in the next quarter or in a couple of a few months, the cost effectiveness will be improved and the cost per like newly acquired customer will be drive down. And for the – I think because there are a lot of moving parts, at this quarter – at this initial stage of launching this marketing strategy, we will not say that we will not set a specific number or like absolute number for the marketing and the sales expenses or to set ratios of these expenses, the ratios of the total loan origination volumes. But we are confident that in the future, in the short-term, we may be – it’s not like that unlikely that these marketing and sales expenses would outpace our loan origination volume growth a lot. That will be all.