After the ants dispersed, JD Finance was also discounted.

Recently, there have been many major events on the Internet, such as the listing of Ant Financial Services stranded, the giant being punished for robbing the community to buy a rice bowl, etc., all of which continue to ferment and spread online! Jingdong Finance has also been discounted these two days!

In particular, two months ago, the advertisement of ant flower buds was watched by people because of their values ("The advertisement of ants reminds me of Yang Bailao"), and now there are financial technology companies that make a fool of themselves by forcibly promoting lending products.

The reason is that Jingdong Finance has launched an advertising film that has lost all three views. On the one hand, the video satirizes migrant workers naked, on the other hand, it is a good thing to over-beautify lending.

Because of the distortion of social values without a bottom line, it has aroused heated discussion among the public. Under the pressure of public opinion, in 65438+February and 65438+July, JD Finance apologized, and # JD.COM Group Apologized # also boarded the hot search in Weibo, with a daily reading volume of 65438+700 million. By the end of 65438+February 20th, the reading volume of this topic has reached 400 million.

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Jingdong Finance "Tuwei Advertising"

Distorted values have aroused public anger.

This video has shaped the image of a migrant worker. Because his mother was airsick and wanted to vomit, she asked the flight attendant if she could open the window, but the former female passenger refused. "Didn't you fly?" The bald man next to her is even angrier. "Do you have any responsibility for smashing windows?" .

To undertake the above-mentioned window opening problem and the upgrade service proposed by the flight attendants, it is obvious that migrant workers went to 53 yuan only after seeing the balance of WeChat account in their mobile phones. At this time, people around you cast contemptuous eyes.

Judging from the reaction of plane passengers, it conveys the social discrimination against migrant workers, which is somewhat distorted and has a certain negative impact on society.

Faced with the financial difficulties of migrant workers, a business person representing Jingdong Finance gave a loan of 6.5438+0.5 million yuan in one operation, claiming to be the reserve fund of JD.COM gold bars, which strengthened the advantage of easy access and low interest.

In the video, the middle-aged eldest brother, who is well dressed, rich in appearance and calm and simple in voice, vividly shaped himself into a tall image of "kind capitalist" in the eyes of everyone with the phrase "take it well and don't be laughed at by those rude people" after giving "money".

In this process, by comparing other passengers' attitudes towards migrant workers, JD Finance has established itself as a positive energy incarnation of business people who "see the road rough and shout loudly" and also shaped itself as a savior of migrant workers.

However, under the banner of help, the actual online loan behavior obviously touched the bottom line of the public and aroused public anger.

Some netizens pointed out, "Brother, I'll help you out = I'll help people with loans 15W. I don't believe that this advertising team hasn't had a cerebral hemorrhage for ten years. " "Online lending is online lending, with no sense of social responsibility and seriously distorted values."

Amid the abuse, JD Finance issued an apology through Weibo, and said that the video had been offline. Moreover, it is claimed that this video will be made this time because of "poor team management, lax review and illegal short video transmission".

02

Jingdong Finance is not a case.

Why do financial advertisements frequently commit crimes against the wind

I thought Jingdong Finance just made a mistake by accident. Who knows that after this advertisement was fermented on the Internet, many netizens actually turned out other advertisements of Jingdong Finance, all of which were the same routine.

For example, there was a video before, and the protagonist was a takeaway brother. When the chairman he bravely saved woke up, the first thing he did was to tell the young man, "Look at your quota on JD.COM gold bars!" Judging from the market performance, the data of these advertisements are not low.

In addition to Jingdong Finance, the spam advertisements of 360 borrowings some time ago have just been sprayed by netizens.

The video released by 360 Loan actually attracts users' attention with the contrast visual effect of a flight attendant and the "poor and ugly" group CP. Just like many social platform marketing numbers, CP, which is often outrageous, has no moral bottom line and values for click-through rate.

And the combination of the two is also related to the amount on the 360 loan. "Your family is like this. What can you do to resist risks?" "I am going to apply for a quota now, so my quota is 654.38+0.5 million." These plots are really drunk, and the amount on the 360 IOUs is beautified as a capital to resist risks. Don't you have to pay back the money? If the interest rate is so low, how can the loan company make money?

After the 360 loan video caused controversy, the 360 loan also apologized and went offline.

Previously, ants put a number of advertisements on the Huayuan platform. For example, my brother lent money to my sister who went to college to buy a computer, graduates borrowed money to travel around the world, and even lent money to their daughter for her birthday. They equate online loans with a better life, which not only whitewashes the harm of online loans, but also "supports" such a distorted consumption concept behind them.

The intention of this advertisement is obvious. It wants to make college students willing to borrow online loans to pursue their dreams, young people willing to borrow online loans to travel, and middle-aged people willing to borrow online loans to "dignity."

Obviously, it is a tiger that eats people, but it pretends to be a good guy, which makes netizens infinitely disgusted and attracts netizens' resistance.

It is said that there are 360 IOUs and the lessons of ants. Why does Jingdong Finance continue to commit crimes against the wind?

In my opinion, the first is lax supervision in this respect, and the second is the prevalence of various online loan advertisements, which shows that the income brought by advertisements is worth the investment of online loan companies.

03

With the prevalence of consumerism

Online lending is a sickle!

With the maturity and penetration of Internet technology, great changes have taken place in our lifestyle. In particular, the Internet has opened people's eyes, and everyone can rely on mobile phones to see the colorful world and become a shining person. Moreover, it is convenient to pay now, and no one feels the weight of thousands of dollars.

It is aimed at the Internet era, where people's consumption concept has undergone tremendous changes and they are more and more willing to pay for the future. Now many enterprises have started to make online loans, such as "a white note" and "a white note". Small, all kinds of online loan apps.

Their advertisements are becoming more and more exquisite, and they are good at avoiding the important and neglecting the important. Netizens who usually fall in love with the internet should often see online loan advertisements. The actors in it are grandiose in acting and childish in plot. All kinds of loans are literally hundreds of thousands, and the interest is only a few dollars, which is unrealistic and makes people laugh.

But is the interest on online loans really that low? The "low interest rate" in the video is actually the "lowest daily interest rate". Moreover, the daily interest of most online loans is around five ten thousandths.

Many people in our lives are blinded by the shining life of online loans, and eventually their families are ruined. This is an example around me. In the past, all treasure moms had a treasure mom who talked to us and complained every day. Her brother borrowed an online loan, and her family was threatened with harassment by phone messages every day. Therefore, in the face of temptation, we should keep our eyes open and watch our wallets.

Moreover, people always have to save money, because only saving money can resist risks. Don't turn "spending money later" into a habit, because such a habit will harm yourself and your family sooner or later.

It is worth mentioning that it is really possible to "get the account in seconds" and "take it with you" as advertised. Can I borrow money by clicking this link?

Not exactly. . . A large wave of people, attracted by advertisements, downloaded the software, only to find that advertisements are deceptive.

04

Disseminate correct social values

More important than the advantages of whitewashing products.

Is online lending really useless?

Actually, it's not. In our life, when many people have no money on hand, especially those who do business, they often encounter difficulties in capital turnover, and it is difficult to borrow money from relatives and friends because the amount is often large. However, formal banking companies have complicated procedures and long application time. At this time, the advantages of online lending have emerged.

But it is still necessary to comprehensively evaluate the repayment ability. If the risk is too great, it is recommended not to take risks, and even if you borrow money, you'd better choose formal ones first, such as Alipay, JD.COM and Baidu.

Other non-compliant loans, such as app online loans and 7 14 loans, are usurious and exceed the legal interest rate. Do not touch them.

As an online loan brand, we should also change the thinking of advertising marketing.

The president of Coca-Cola Company once said: Even if a torch burns the Coca-Cola Company to nothing, as long as the company uses the trademark "Coca-Cola", it can re-establish its factory investment and gain new development within a few months. This shows the value of establishing a good relationship between brands and users.

Therefore, as a brand of online lending, in advertising, we should not only promote the beautiful side of online lending by exporting correct social values, but also show the "trap" behind it, so that people can comprehensively evaluate the necessity of online lending and give funds to those who really need it and have the ability to repay it.

Establishing correct social values in advertisements is to make the core value of a brand reach the perfection of social values, and then transform it into a social behavior and precipitate it into the social asset value of the brand. From the perspective of long-term interests, it is obviously more important than simply highlighting product advantages to obtain short-term benefits, and it can link the emotional bond between brands and users and achieve longer-term development.