FRONT-PAGE COVER STORIES OF TWO AUTHORITATIVE MEDIAS REPORT ON REAL P2P CAMPAIGNMay 28, 2016
Since the scandals of dubious online financial platforms such as Ezubao; Pan-Asian; Kuailu and Zhongjin, netizens have doubted the online financial sector. Offline P2P companies will consider this a problem to deal with.
On the morning of May 16th, China’s well known newspaper Beijing News published a P2P story on its front page, this was followed up in other major cities including Shanghai, Guangzhou and Shenzhen using advertisements on LED billboards and postings in metro stations.
This type of placement is different from previous ads which featured luxury cars or fancy watches. This placement featured an eye-catching point.
The appearance of the ads is more of a public service type announcement with captions such as “scream, don’t run!”.
Although the wording is simple, it resonates well: “P2P is much more secure than you imagine, transactions are clear and there is no misleading marketing!”
P2P is essentially a person-to-person lending platform. This type of platform is in its infancy in China and has suffered some negative stigma due to unrelated fraud occurrences in the country. Industry insiders believe that the catchphrase “scream, don’t run!” is appealing and positive.
According to public announcements, Dianrong and Lufax are China’s top two P2P companies and also the executive directorships of the National Internet Finance Association of China. This alliance forms a key connection point with Tiger Global Investment Fund, this fund being an investor in Alibaba, JD.com and many other domestic brands. As of last summer, Standard Chartered Private Equity also invests in Dianrong and undertakes risk assessment in the company as well as providing expert financial knowledge to the company.
The third aspect of the campaign is to maintain stability by encouraging investors not to run.