Recently, in the field of cash loans, a new model has quietly emerged:
Some platforms began to circle the bottom borrowers under the banner of helping "brothers go ashore".
Many users have found that these platforms are just "selling dog meat" and are actually a loan supermarket (hereinafter referred to as loan supermarket), recommending products with higher interest rates.
"Let us go to the other side, that is, pull us to a deeper abyss." Users complain about this constantly.
In fact, there are also companies with regular operations in this area, such as "repaying debts" and "repaying debts", but the development is not smooth.
Is the slogan after the cash loan still a "false proposition" to provide landing tools for brother?
0 1 Brother went ashore
Recently, some special advertisements began to appear in the underground cash loan market.
"Brothers go ashore" is a jargon in the circle, which refers to the users who are deeply involved in the cash loan debt crisis coming out of the quagmire and coming back to life. The easiest way is to pay off the loan and start over.
Helping my brother go ashore and "restructuring" the debt hit the "pain point" of the cash loan borrower.
"I borrowed too many platforms, and I don't know which ones are overdue. I won't know until the collection call comes. " Pingping, a user who borrowed dozens of platforms, said that the debt situation of many cash loan users was chaotic.
"Posting and throwing advertisements in the group can attract thousands of new users in a low-cost way." Zheng Zihan said that their product was launched a few years ago and "has thousands of users".
But this product doesn't seem to be smart.
After logging in, users need to fill in their own bills: on which platforms they borrowed money, how much they borrowed, how long it was overdue, and so on.
After submitting the bill, the platform will simply generate a report, telling them which platforms do not provide credit information, which platforms have high interest rates, and can conduct "debt negotiation", exempt interest, and only repay the principal.
It sounds beautiful, but some users who have downloaded and used the product are cursing. Pingping said, "I'd better write my bill directly on a blank sheet of paper."
She also said that the so-called platform provided in the report was unreliable and the news was not as well informed as mine.
"Actually, what we are doing is not a debt management tool." Zheng Zihan is outspoken.
On their product interface, the most conspicuous column is "low-interest loans". Click and see, all are loan products.
"We are a loan super, and we use' ashore brother' as a gimmick to attract users to download. At present, we are diverting water from other loan products. " Zheng Zihan said.
"What is this ashore? It is actually dragging us into a deeper abyss. " Pingping found that many loan products provided by these platforms are super-profit loans with interest rates above 1000%.
In order to obtain traffic, the underground market began to divide some ingenious ways and platforms, and they changed a mode to harvest the bottom users.
charity
In fact, there are regular players in this field, such as the "Debt Repayment" launched in June last year at 65438+ 10.
Li Yiyang, CEO of "Debt Repayment", entered the stadium more or less with some feelings.
"One of our angel investors is joy chen, whose net name is Jiangnan Fenqing. He is a big V. At that time, he received many users' help information on Weibo, and we began to notice this group. " Li Yiyang recalled.
Building a platform to save these users may be their "initial heart."
The mode of "paying off debts" is that users can apply for debt relief in official website and submit relevant materials.
After verifying the real situation of users, provide loans with an annual interest rate of less than 24% to high-quality users, and then let users slowly return them to the platform. The time varies from six months to three years.
"At present, we have registered users 1.3 million in the background, submitted more than 600 applications and assisted more than 50 people." Li Yiyang said.
The current cash loan, to put it bluntly, is the address book mortgage loan. Many platforms only need to have the user's ID card and address book to lend money.
"But there are many things we need to verify, such as debt vouchers, screenshots of running, work, social security, family situation, and even user relationships." Li Yiyang said that their risk control is manual one-on-one review, even face to face.
However, not all users who apply for assistance on the platform are trying to land.
"Many people are considering transformation, even to cheat loans and cut corners." Li Yiyang said.
At present, only more than 50 of these 600 users have received assistance, with a loan amount of 3 million. Two users have paid off their loans and successfully logged in.
For more than a year, in the process of dealing with these bottom users, Li Yiyang deeply felt the "difficulty of landing."
Do these users deserve sympathy?
A year ago, Li Yiyang's answer was yes, and now he has to "put a question mark".
"These people owe 70% money because of their personal behaviors, such as gambling and buying luxury goods; 20% is due to reasons such as entrepreneurship, and only 10% is due to family reasons or other emergencies. " Li Yiyang said that most people in this group have very strong bad habits and cannot be saved.
There have been many cases where users have abnormal repayment, and they asked before they admitted that they had borrowed another loan.
Sad for his misfortune, angry for his indisputable.
At present, Li Yiyang has begun to provide these users with overseas work opportunities, such as moving graves in Singapore and working as waiters in Dubai.
It is better to teach people to fish than to teach them to fish.
The current "debt repayment" has fallen into the question of "whether it is charity or business".
It is not a good business model to borrow only 3 million a year.
"It is difficult to get the quantity, there are not many users who can assist, and the review is also time-consuming." Li Yiyang said that this model for specific customer groups is really difficult to scale.
03 business logic
Compared with the "debt repayment" launched at the beginning of last year, the "debt repayment" launched at the end of last year is relatively smarter.
After the user downloads the product, "we will be authorized to grab his short message record to get his billing information." He Feng, founder of Debt See, said.
On the basis of the bill, "Debt See" then carries out debt planning to "find the balance point of users".
The logic of He Feng entering this field is not complicated.
At present, there are about 500 million credit card holders in China. In the credit card field, the business model of "debt management tool" has been verified to be feasible.
5 1 Credit card is the debt management and debt planning of credit card. The company was listed on the Hong Kong Stock Exchange on July 20 18.
"For the credit card users in the head, they can cut in in a tool-based way first, and then realize the back end through debt optimization, credit card issuance, loans, etc." He Feng also studied the business model of credit card debt management tools.
According to the statistics of many head cash loan companies, more than 200 million people have applied for cash loans and more than 60 million lenders.
Nowadays, consumer credit is getting hotter and hotter, and the number of peer-to-peer borrowers is infiltrating upward and downward, and the number of this group may increase.
At this point, the credit card debt management tool can provide users with products with lower interest rates and stratify users.
Does this logic also apply to the bottom people?
"It is impossible for these users to get these high-interest loans. The only way to log in is by default. " After several months of trial operation, He Feng found that these users could not be saved.
Even if the interest rate is lower than 24%, it is difficult for these users to repay their loans. "These users are different from the high-quality people of credit cards and cannot be stratified."
He Feng tried to tell users in a digital and rational way that he could bear the highest interest rate and loan according to his income, but no one listened.
He Feng believes that cash loans have been divorced from the financial category and become a gambling game of borrowing new and returning old-as long as the funds entering the market continue to increase, this game can be played all the time.
The user in it has become a symbol. They are carriers of borrowing the new and returning the old, and they are small balls of "roulette". Different players bet in different modes.
How to save such users? How to fish out good users? How to stratify interest rates?
After only a few months of operation, He Feng decided to transform the platform to provide debt management tools for intermediate customers above cash loans and below credit cards.
Li Yiyang also gave up and is considering a "career introduction" platform.
Is there no chance for this model? Actually, not necessarily.
If you don't want users to go ashore, you just "extend the life cycle of users", then all the problems will be solved.
Lu, an entrepreneur who is going to enter this industry, made a survey of the market. He will provide users with products with lower interest rates than the latter. "That's enough."
"If the interest rate is too high, users will explode. You can recommend them products with lower interest rates and raise them instead of killing the goose that lays the golden eggs. " Lu has no moral cleanliness and never talks about "redemption and initial heart".
He laughed and called himself "a naked businessman".
"Don't expect a person to quit smoking at once. You can give him a healthier plan, such as letting him smoke e-cigarettes first to extend his life. " He said that he once thought about saving users. "The result is either bankruptcy or charity."
"If it is such a simple and rude business model, it may really make sense." He Feng also admitted that there is a chance for this cold-blooded and heartless model.
However, he has a moral cleanliness, and he would rather let the platform quit than make money in this way.
Play the game again around the debt management, moral problems and interests of cash borrowers.
"This business model is very sensitive. If you are not careful, you will lose the game. " He Feng said.
Whether it's rescue or routine, charity or business, it may really find a balance point and let players find a way out. ...
* Some interviewees in this article are pseudonyms.