Recently, Instant Consumer Finance Co., Ltd. (hereinafter referred to as "Instant Consumer Finance") has undergone a major personnel adjustment for its core executives: the company's legal representative has been changed from Guo Jianni to founder Zhao Guoqing, and the position of General Manager Guo Jianni has been taken over by Jiang Ning.

On May 29th, the consumer finance department told the Economic Observer that Guo Jianni, the former general manager of the company, has retired due to reaching retirement age during this executive change. Jiang Ning possesses a profound technical background, business operations, operational capabilities, as well as experience in compliance and consumer protection governance, making him a typical composite manager. The personnel adjustment this time conveys the strategic orientation of continuing to deepen the digitization of consumer goods and steadily promoting the development of "human-machine collaboration".

Regarding the change of legal representative, Immediate Consumer Finance has not yet made any further response. Several people close to consumer finance say that the consumer finance industry is currently facing strong regulation, and Zhao Guoqing's reappointment as the legal representative may mean returning to the front line.

Executive Transformation

Zhao Guoqing is the founder and chairman of the board of directors of instant consumer finance. He has a senior resume in the Internet giant and the financial industry. He used to work in Xing'an Securities. He has successively served as the vice chairman and chief strategic officer of Jingdong Group, and also served as the chairman of instant consumer finance, the chairman of Beijing Zhongguancun Kejin, and the vice chairman of Chongqing Baihuo.

A person close to the immediate elimination of gold said that Zhao Guoqing is a well-known "workaholic" in the circle. He is good at the refined and efficient management mode of Internet factories, and the high-intensity working atmosphere within the immediate elimination of gold has a long history.

According to the official website of Instant Consumer Finance, the company's style of action is "simple and straightforward, always entrepreneurial, fast execution, and result oriented".

Guo Jianni, who has reached retirement age this time, is a senior practitioner in the consumer finance industry. According to public information, Guo Jianni is a core member of the founding team of Jiexin, who has been deeply involved in the financial consumption field for many years and has rich industry practical and management experience. She has also held executive positions in Beijing Zhongguancun Kejin and several Jiexin affiliated companies.

In 2015, Guo Jianni officially joined FMCG and held core positions such as Chief Financial Officer, Chief Operating Officer, and Executive Vice General Manager, fully participating in the early development and layout of FMCG. In September 2020, Guo Jianni was approved to be appointed as the General Manager of Instant Consumer Finance, fully responsible for core business such as lending.

In August 2021, the legal representative of Instant Consumer Finance was changed from Zhao Guoqing to Guo Jianni. At that time, this adjustment was seen as a high recognition of Guo Jianni by the immediate consumption of gold.

The newly appointed General Manager Jiang Ning joined FAW in 2016, and her career trajectory is highly similar to that of Guo Jianni. She has successively served as Vice General Manager and Chief Information Officer, Executive Vice General Manager, and has long led the construction of FAW's technology sector, personally experiencing and participating in the establishment of the company's complete self-developed technology system from scratch.

During his tenure, Jiang Ning led the technology research and development team to build a fully self-developed digital intelligence system for FMCG from pre loan, in loan to post loan, helping the company achieve the core of a technology driven development model. He led the team to apply for over 3000 invention patents.

Urgent transformation is needed after the 'horse racing enclosure'

During the years when Guo Jianni led the core business operations, it was a golden period of rapid expansion of consumer goods and the "race to conquer land".

Chongqing Department Store Co., Ltd. (hereinafter referred to as "Chongqing Department Store") is the largest shareholder of FMCG, holding a 33% stake.

According to the operating data of joint ventures in Chongqing Department Store's financial report, in 2019, instant consumer goods achieved a revenue of 8.999 billion yuan and a net profit of 853 million yuan; In 2021, the revenue of FMCG exceeded 10 billion yuan, with a net profit of 1.382 billion yuan. From 2021 to 2024, the revenue and net profit of instant consumer goods will increase comprehensively.

From October 1, 2025, the Notice on Strengthening the Management of Internet Loan Assistance Business of Commercial Banks to Improve the Quality and Efficiency of Financial Services will be officially implemented. After the notice was released, multiple consumer finance companies received regulatory requirements to lower interest and fees to below 24%, further reducing the comprehensive financing cost of new loans to no more than 20%.

The tightening of regulation and the compression of profit margins have caused compliance pains for the entire consumer finance industry, and consumer finance has not been able to remain unscathed.

According to data disclosed by Chongqing Department Store, in 2025, the revenue of instant consumer goods will slightly increase year-on-year, but the net profit will reach 1.924 billion yuan, returning to the level of 2023.

According to data from Suxi Intelligence Research, in 2025, the total assets of instant consumer goods will be 58.101 billion yuan, a decrease of 11.38% compared to the same period in 2024.

Cost reduction and efficiency improvement are also being carried out simultaneously. People close to FMCG say that there will be layoffs in 2025, with the majority being technical personnel.

Entering 2026, the profit growth of instant consumer goods is facing pressure. According to a research report by Dongwu Securities, in the first quarter of 2026, Chongqing Department Store's net profit attributable to shareholders decreased significantly by 41% year-on-year, mainly due to a significant decrease in investment income from consumer goods, compounded by losses from changes in fair value, which dragged down profits.

In March 2026, after 21 rounds of IPO guidance, Immediately Consumer Finance officially withdrew its IPO guidance filing and announced that its five-year listing plan was temporarily put on hold.

According to the official website of Instant Consumer Finance, the company's products currently include Comfort Flower, Instant Consumer, and Youyi Flower. The company has independently developed more than 1000 core technology systems covering the entire business process and lifecycle of consumer finance, and has applied for more than 2800 invention patents and obtained 105 software copyright registration certificates.

In mid-2025, FAW Consumer Finance announced that the company has been committed to independent technology research and development since its inception, and more than half of its revenue comes from technical services.

According to public information, Zhao Guoqing mentioned in his performance interpretation for 2025 that in the past year, Consumer Finance has actively adapted to changes in the industry and macro environment, adhered to the principle of seeking progress while maintaining stability, and invested more resources in technology research and development, consumer protection compliance, risk control capabilities, and independent operation capabilities, consolidating the foundation for high-quality development.

According to the Economic Observer, the consumer finance industry has shifted from scale expansion to a new stage of quality cultivation. Under the industry guidance of continuous compliance, consumer protection, risk control, and high-quality and efficient operation, the self-developed intelligent digital system will become a key support for building the core competitiveness of institutions by empowering the entire business chain with high quality and efficiency.