Who is the victim of rumor selling-zuczug

Who is the victim of "rumor selling"? The marketing model of debit and credit has always been controversial, and has been questioned as "pyramid selling" many times". Recently, in the marketing incentive mechanism under the guidance of sales promotion in order to get the promotion, was ants by the official micro-blog denounced as "Ma Ma and Ali group," ant group "under the banner of", to promote the new business under the lending treasure platform". At the same time, the ants also said that they would report to the relevant departments. And the loan treasure in the first time issued a notice said, involving the illegal sales promotion has nothing to do with their own. However, in the face of debit treasure announcement, there are a number of industry insiders on the "China Business News" reporter said, "dealers appear illegal marketing the root cause, lies in lending treasure award oriented, is based on this is the radical promotion. It can be said that it is because of the loopholes in the promotion language and the spreading behavior of the dealer, which leads to such a situation." The insider told reporters that the ants would retain the right to appeal to the law. And the loan treasure again issued a statement in February 16, 2016, said it is dealing with "Ma and borrowing treasure cooperation" rumors, has banned a group of rumors of borrowing treasure account. In a high-profile marketing gold suit for the ant to report the incident, related to the way of promotion, WeChat, in the WeChat group from the media and other social networking tools, the approach to "sign money", claimed that lending has been with Bao Ma cooperation, every day just sign will be able to make money, even days of continuous attendance doubled, 20 days to day earn 5000 yuan. Reporters search for the event involved in the public key word "push every day", there are hundreds of related public numbers, similar to "sign in every day, earn money every day, invite friends to make money", "easy, move finger forwarding money" and other content for the introduction. Search keyword "boring micro earn", "every day sign in official micro", also appear with the above keywords related to the number of public. Public information shows that the promotion model of the loan treasure is that the loan treasure company directly recruits the promoter, promotes the business to recruit the agent, and the next level of the agent also pushes the personnel. Under the promotion of each additional customer, get 40 yuan reward, customers below the increase of two, three class customers, corresponding suppliers can get 20 yuan, 10 yuan, the lowest 5 yuan head award. In this award mode, distributors at all levels are rewarded by brushing up the number of registered users. In order to brush up the number of registered users, all levels of marketing business to do their best, from WeChat sweep code gifts to publicity to obtain high reward, in the promotion of lending treasure promotion text, "earn 16 thousand", "download that earned every day" and other slogans can be seen everywhere. The three WeChat accounts involved in this event, "push every day", "boring micro earn", "sign in every day official micro", has released promotional news in several WeChat groups, to "Ma and borrowing treasure cooperation new business" and other content to promote. According to the announcement of the ants’ clothing, many warnings have been made on these untrue contents, but the effect is very little. After the release of the public statements, the loan treasure opened immediately.

蚂蚁金服举报借贷宝 “谣言推销”谁之过?   借贷宝的营销模式一直饱受争议,多次被质疑为“传销”。近日,在其营销奖励机制引导下的推销商为了获得奖励所进行的推广,被蚂蚁金服通过官方微博斥为“打着马云及阿里集团、蚂蚁金服集团的旗号,推广借贷宝平台下的新业务”。同时,蚂蚁金服还表示将向相关部门举报。而借贷宝方面则在第一时间发公告称,涉及到的违规推销商与自己无关。   不过,面对借贷宝的公告,有多位业内人士对《中国经营报》记者表示,“经销商出现违规推销的根本原因,在于借贷宝的奖励导向,是基于此才进行的激进推广。可以说,是因为借贷宝公司对经销商的推广用语、推广行为存在管理漏洞才导致这样的情况出现。”   蚂蚁金服的内部人士对记者表示,蚂蚁金服将保留诉诸法律的权利。而借贷宝方面在2016年2月16日再次发布声明,表示正在处理“马云与借贷宝合作”的谣言,目前已经封禁了一批造谣者的借贷宝账号。   高调营销   在蚂蚁金服欲举报事件中,涉及到的推广方式为,微信自媒体号在微信群等社交工具上,以“签到赚钱”的方法,宣称借贷宝已经跟马云合作,每天只需签到就能赚钱,连续签到连日翻倍,20天就可以日赚5000元。   记者搜索此次事件中的涉事公号关键字“天天推客”,出现数百条与此相关的公号,以类似“天天签到,天天赚钱,邀请好友赚钱”“轻轻松松,动动手指转发赚钱”等内容为介绍语。搜索关键字“无聊微赚”“天天签到官微”,也分别出现与以上关键字相关的多个公号。   公开资料显示,借贷宝的推广模式为,借贷宝公司直接招募推广商,推广商再招募代理商,代理商的下一级还有地推人员。推广商旗下每增加一位客户,获得40元奖励,客户下面增加的二级、三级客户,对应供应商也可获得20元、10元,最低5元的人头奖励。   在此奖励模式下,各级分销商通过刷高注册用户数,来获得奖励。而为了刷高注册用户数,各级推销商用尽绝招,从微信扫码送礼到宣传获得高额奖励,在借贷宝推广商的宣传推广文案中,“一天赚1.6万”“下载即天天赚”等宣传语随处可见。   在此次事件中涉及到的三个微信账号,“天天推客”“无聊微赚”“天天签到官微”曾经在多个微信群里发布推广消息,都以“马云与借贷宝合作的新业务”等内容进行推广。而根据蚂蚁金服的公告,此前已经就这些不真实的推广内容多次提出警告,但效果甚微。   在蚂蚁金服发布公开声明后,借贷宝方面随即开展动作,举报谣言公号,且封禁发布谣言者的借贷宝账号,冻结账号内的邀请奖励。   借贷宝在2016年2月16日的公告中表述称,“我司高度重视,并由法务部门与相关部门联动对此类谣言进行了严厉打击。一方面,我司已向微信平台举报涉嫌谣言的公众号;另一方面,为防止广大网友上当受骗,我司通过相关谣言涉及的公众号推广借贷宝的邀请码,查到了韦某、季某等一批涉嫌发布谣言者的借贷宝账号。我司立即封禁了该等借贷宝账号,冻结账号内的邀请奖励,并将进一步收集证据,追究相关人员的法律责任,追缴其全部推广所得。”   有北京某不愿具名的律师表示,在金融产品销售中虚假宣传的情况较多,出现问题互相推诿的也较多,但是惩治条款仍不完善。北京中伦文德律师事务所高级合伙人陈云峰也表示,目前对此情况的互联网金融监管规则缺失,但是可以参考传统金融机构的第三方销售时在广告法上关于虚假宣传、广告的法律法规,但借贷宝的具体情况还有待进一步观察。   但是多位P2P业内人士认为,出现谣言推广的主要原因还是“烧钱营销”导向下,推广上不惜违规推广刷高用户数,而借贷宝对推广商的管理不完善导致出现谣言推广。   低调运营   与高调营销动作相比,借贷宝的实际业务运营异常低调。   借贷宝称目前已有一亿用户,根据公开资料显示,借贷宝推广模式下的每个用户的注册成本约50元,包括注册用户奖励20元,邀请用户奖励20元,二级邀请用户奖励10元,以此计算,用户注册奖励费用就数十亿,加上线下地面推广费用以及硬广营销费用数值更高。   借贷宝在高获客成本下新增的注册用户的实际转化率是多少并无准确数字。   2016年1月25日,借贷宝公布了一批打击羊毛党的处罚名单,“公司核查到大量供应商在推广过程中以赠送礼品的手段,收集骗取用户个人信息,并使用上述个人信息注册借贷宝并进行肖像认证,获取推广报酬,借贷宝表示对相关供应商及管理失当的供应商所属推广经理、省负责人给予处分。”   借贷宝知情人士对记者表示,“此前借贷宝一直在严查骗取奖励的推广商,查处一批封闭一批。”   此前,借贷宝副总裁翁晓奇曾公开表示,“从0到1的阶段实在太难了,整个推广时间缩得很短,因为社交产品必须保证快速上量,早期用户过于稀疏,我们唯一的指标就是把用户快速拉到一定的量,推广做得比较粗糙和仓促,但是从过去的数据来看,这个推广是值得的,我们会持续的用这种高效的方式推广下去。”   在有效转化率存疑之外,实际业务运营的数据从未公布。   借贷宝的产品是以P2P熟人借贷APP,采用借款人实名、出借人匿名的单向匿名借贷模式。   对于借贷宝的盈利点在何处,借贷宝方面并未直接回应。此前公开分析指出,社交金融平台的盈利点可以通过赚利差,公司收取一定比例的服务费或者在平台上卖金融产品盈利。知情人士表示,在借贷宝目前的规则下,借款人的利息由借款人自行决定,最高不超过24%,而目前借贷宝在其中既不赚取服务费,也不赚取利息差。   借贷宝在刚刚问世时就以20亿元天价营销费用赚足眼球,持续进行线上推广,受到“羊毛党”欢迎,因为高调营销导致的各种风波不断,虽然在新事物产生后,有一定试错空间,但仍需关注平台自身的运营状况。相关的主题文章: