1. Platform name packaging
Most platform names are not particular. They like to use some popular suffixes, such as: XX loan, XX bank, XX financial management, XX Finance and certain wealth, etc., but some platforms can mislead investors by directly using their names, such as:
1. Regional misleading, with a regional abbreviation in the name, such as some platforms with the word "Beijing" , people think it is a platform in Beijing at first glance, but its main office address and place of business are not in Beijing at all.
2. The business type is misleading. The platform name has "car" in it, but there are not many real car loan signs; the name has "house" in it, but they are all pure credit signs; the name has "ticket" in it. ", but could not find the mark of the bill business.
3. Randomly climbing high branches is misleading. Various platforms with the words "central", "state" and "reserve" in their names can easily make people think of high-level backgrounds such as CCTV, government and banks, but Actually there is no connection at all.
4. Deliberately use similar names to some popular platforms. For example, so-and-so loan is very popular, and many people use the same prefix, directly replacing it with so-and-so finance and so-and-so network, and pretend to be disguised. .
5. It has a name that looks like an online lending platform, but its actual business is crowdfunding, funds, etc. and has nothing to do with online lending.
2. Operational packaging
There is a strange phenomenon in the online lending circle. Some platforms with superior backgrounds and many years of offline experience are unbearable to look at, and have poor art strategies and weak technology. They are even mistaken for copycat platforms; some platforms that have no strength or background are actually very gorgeously packaged and can easily gain a lot of popularity through their powerful operation skills. Operations are very important for every platform, and everyone strives to do better operations. However, if some platforms that are not strong themselves make the platform too large purely through operational means, there will still be considerable risks. , investors should look through these superficial operating skills to see the more substantial content of the platform:
1. The platform’s art design is first-rate, but the program is not independently developed.
2. The customer service is enthusiastic and professional, but avoids answering sensitive information, especially the display of key information will directly refuse and shirk.
3. The platform data is beautiful, but the bidding is too regular. It is purely to cater to investors and does not consider business at all.
4. The activities are rich and orderly, but the intensity of the activities will be adjusted according to the pressure of payment collection on the platform.
5. There are many publicity channels, but the cost of publicity is not directly proportional to the profitability of the platform.
3. Promotional channel packaging
The promotional channels of some pseudo-high-end platforms are quite domineering, such as subway outdoor, TV newspapers, APP recommendations, etc., which seem to be quite costly and attract investors. I feel that a weak platform cannot afford this type of advertising. In fact, the specific quantity and time of advertising cannot be verified at all. Although this type of advertising is relatively expensive, if the quantity is small and the time is short, it will not cost a lot of money, but the shooting After making the promotional photos, you can put them on the platform for publicity for a long time. And the most critical point is that most platforms do this kind of offline advertising and traditional advertising not in the hope of bringing direct results through these ads, but to do it for online investors to prove their " large and luxurious".