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10家P2P平台“明星梦碎” 4家倒下2家站上被告席

2017-09-23 06:56:59   中国经济网

国太集团(中晋资产母公司)以非法占有为目的,使用诈骗方法非法募资达400余亿元

■本报记者 刘 琪

曾几何时,找明星代言几乎成为网贷行业的潮流。据不完全统计,截至去年年中,有明星、名人站台的P2P平台近20家。对于网贷行业为何偏爱明星代言,有业内人士在接受《证券日报》记者采访时表示,平台主要是想借助明星的知名度和其所带来的流量,来迅速打造品牌知名度以及快速获客。

然而,明星代言并不能保障平台一帆风顺,特别是在去年,明星代言的多家网贷平台相继陷入兑付危机,一时间舆论哗然。随着去年10月份工商总局等十七部门印发《开展互联网金融广告及以投资理财名义从事金融活动风险专项整治工作实施方案》,全国范围内的互联网金融企业广告被大规模整治清理,而明星代言P2P平台的风气也被拉了刹车。与此同时,《网络借贷信息中介机构业务活动管理暂行办法》也于去年8月份下发,网贷平台迎来最强监管。

如今,这些明星代言过的P2P平台可还安好?本报记者统计了10家明星代言过的P2P平台发现,4家平台陷入兑付危机且目前尚未解决,有1家平台则一直以来质疑声不断。

明星代言提升运营成本

平台出问题后明星也“背锅”

近几年,P2P投资者会发现,原本只能在电视上看到的明星居然出现在了所投资的P2P平台的发布会上。据不完全统计,截至目前,有明星做代言、站台的P2P平台近20家。

对于P2P平台为何争相邀请明星代言,前述业内人士对《证券日报》记者分析道,最关键一点在于提升企业形象,“在不少‘小白’投资者眼中,明星代言侧面证明了平台财力雄厚,这样变相带来一种安全、可靠的形象”。其次就是平台看中明星效应。一方面,明星为P2P代言或者站台,消息会得到迅速传播,能够迅速为平台打开知名度;另一方面,明星的粉丝能够转化成为所代言平台的潜在用户。

但是,明星代言能为平台带来益处的同时也存在着弊端。首当其冲的便是明星高昂的代言费用,无疑会增长平台的运营成本。尤其是在当前的经济环境下,P2P平台亏多盈少,成本的大幅支出更会放缓平台的盈利速度。此外,如果明星一旦出现负面新闻也会对平台产生负面影响。

然而,明星代言并不能和平台安全画上等号。“在经历了中晋资产、金鹿财行、鑫琦资产等多家P2P平台请明星、经济学家代言、站台,然后又相继出现问题,对投资者来说,明星效应已经不好使了”,有投资者对本报记者表示,“潘晓婷代言中晋资产,后来出事了,不少投资者堵在潘晓婷球馆,要求她赔钱或给个说法。其实代言人能给什么说法呢,她也只是帮中晋站站台,但是投资人的钱拿不回来也只能对她发泄负面情绪了。”

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