If such a clause is added to the advertising law｜Li Zi said

When it comes to houses and cars, there are always a lot of bad projects.

The latest one is Danke Apartment, which has left countless tenants homeless and the owners have no money to repay their loans. Speaking of which, at the beginning of the year, I planned to move to another city to find a job. I had seen some eggshell houses on the Internet, and I might have been attracted to one or two of them.

Through the follow-up reports in the past few days, I understand the operating logic of Eggshell. They rent apartments at high prices, design and decorate them, and then sublease them to users at low prices (a considerable number of them are young people who have used the rental loan business). The profit margin of the business itself is very low (or simply non-existent?) and the profits are mainly obtained through operating capital pools.

What a bold and local Internet-thinking business model. If you think about it for a moment, you can see the shadow of Alipay in it. And it is precisely this kind of projects involving loans and leasing that often have countless doorways, and people may be detoured at any link.

More typical is the financial leasing platform Dangeche. When news about Dangeche first appeared on the Internet, I thought it was a misunderstanding caused by users not understanding the rules of financial leasing. It was not until later that I discovered the routine of Dangeche that I finally understood the situation.

The rules of financial leasing are: lease and pay rent first. At this time, the ownership of the car belongs to the platform. After the lease contract expires, the car is transferred to the user and the user begins to repay the loan. Because there is basically no difference between paying rent and repaying a loan, this model reduces the down payment of a car in disguise. My friends at Peanut Good Cars said that many small owners in the South will choose this way of buying cars for the simple purpose of reducing cash pressure.

It’s a wild way to play a car. Because it is leasing first and then getting a loan, this process requires users to undergo two types of qualification reviews. The review for leasing qualifications is relatively loose and easy to pass; the review for loan qualifications is relatively strict and will block some users with poor credit. How does Dangeche work? In the beginning, users are only allowed to go through the first type of leasing review. After passing the review, users can start leasing. When the lease expires for loan review, some users find that they cannot pass, so they can only face two options, either to cancel the lease or to renew the lease.

Canceling a lease is equivalent to renting a car for a long time. The cost is not low and the loss is huge. If you renew the lease, you will eventually find that the total cost of the lease plus loan repayment will exceed the guide price of the new car, which is also a huge loss.

Facts have proven that if it falls into the hands of the wrong person, no matter how good the business model is, it can turn into a big scam.

The business environment has been completely muddled. Entrepreneurs cannot establish a basic foundation of integrity, and it is natural for them to become chaotic.

No wonder many people have questioned the new forces building cars from the beginning. For example, Weilai also has a battery leasing model, a business innovation based on battery ownership. More importantly, new car companies are also startups, and they are all new companies in an asset-heavy, high-threshold industry such as automobiles. . There are too many idiots in this industry. From LeTV to Dangeche to Danke, a large number of people are fooled every time until they lose all their money. No one can criticize those people for still "believing that the world is beautiful." ”.

Companies that do things seriously can only serve customers in a non-stop manner. A former colleague of mine finally changed his car and purchased the NIO ES6 that he has long admired. I can see that every time he mentions his own car and drives his own car, the satisfaction he feels is absolutely overwhelming. But as God testifies, my former colleague has many years of experience in the automotive industry and has a basic understanding of Li Bin. If he were an ordinary user, the cost of trust that Weilai would have to pay would definitely be many times higher.

▲Before ES6, my former colleague’s car was an Emgrand EV260 (I forgot to take a photo of his ES6, a mistake)

The entire industry seems to lack a mechanism to cope with this "innovation model" , here we mainly talk about the media. A certain real estate car manufacturing giant has caused quite a lot of troubles since they announced the car manufacturing. I once wrote an article that I only slightly questioned, and was approached by its public relations officer, who asked me to delete the link and It took more than two hours of sawing. (In the end, it withstood and was not deleted)

There are also many times, because of the giant’s considerable investment, many media will make more compromises. Personally speaking, I can’t criticize the media too harshly. Everyone has to make money to survive. This is an industry that has today and no tomorrow. One more enemy means one less road, and if there is less, there will be no way out.

A few days ago, I went back to Beijing for a week-long trip as usual, chatting with old friends about the current situation and reminiscing about the past. During this period, a whimsical idea came up, maybe let the media be the real media.

If the advertising law can formulate such a regulation: companies cannot make commercial placements or invite commercial activities to vertical media in this industry. Then, the media can write whatever they want and play their due warning and supervisory role.

▲The picture comes from the Internet

What does this mean? Car manufacturers cannot invite automotive media to participate in events, and cannot spend money on advertising and soft articles in automotive media; if they want to invite event , for advertising soft articles, please look for them in other industries, such as technology, fashion, sports, culture... whatever you want, but you can't look for automotive media.

Similarly, fashion brands cannot seek out fashion media for event invitations and advertising soft articles. Please look for media in industries such as automobiles, technology, sports, culture, etc.

As a result, the automotive media has complete autonomy in reporting on manufacturers. You can report it if you want to, or if you don’t want to, or if you don’t want to, or how you want to report it. And Qingshui Yamen, such as cultural media, also have the opportunity to earn considerable income.

Don’t worry about information channels being blocked. The information is now open to the public, the press conference will be broadcast live, and the press release will be posted all over the Internet as soon as possible. Please believe me, even if fashion media and technology media cover a car launch, they will be able to dig out as much information as the car media. The advertisements for Sprout's electric toothbrushes are all posted by big Vs and influencers. These people are not professional, but they are very thorough when advertising, which can make people feel excited.

In this case, such a media environment is formed:

The information that manufacturers (such as automobiles) want to convey, such as product advantages and brand culture, can be conveyed through non-professional media (such as Technology, fashion, sports, etc.) are transmitted throughout the entire network; and information that manufacturers want to hide, such as product defects or even scams, will be exposed through professional media (automobiles).

This is called full transparency and circulation of information, right? As for the intersection between different industries, such as the integration of technology and automobiles, fashion and sports, detailed rules can be revised and adjusted.

Okay, the fantasy is over, this is just a fantasy, but I really hope it can come true.

(This article only represents the author’s opinion and has nothing to do with the position of the Jiashi School.)

Text｜Plums in Tiexi District

Pictures｜Internet

< p>This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.