Celebrity Endorsement Financial Platform Leads The Market

Pull out the radish and bring it out of the mud. A few days ago, when the assets of the financial platform Xin Qi were exposed to the 1 billion 900 million payment crisis, its Advertising Spokesperson and "emperor specialized household" Zhang Tielin were also at the cusp of the storm.

Although Zhang Tielin has not given any explanation so far, the anger of the people has not been extinguished because of his silence.

The discussion about whether or not Zhang Tielin should be held accountable has spread for a time.

Star endorsement P2P and other financial platform into the trend of the industry, in fact, Zhang Tielin is not the first celebrity financial platform.

Over the past year, with the great heat of P2P and other financial platforms, more and more platforms will choose to adopt celebrity endorsement or disguised platform to promote their popularity at the beginning of promotion.

In mid April of last year, Quan Ren, Li Bingbing and Huang Xiaoming jointly established Star VC to invest in finance and finance.

In the middle of June of the same year, pianist Lang Lang signed green energy Bao as the spokesman of the brand image. He had joined hands with another --88 platform.

In addition, Steve Ma signed orange flag finance, became the public image ambassador of the platform, Fan Bingbing became the image ambassador of the purple horse finance bank, and the Yu Quan group joined hands to borrow money.

Yu Yangming, Secretary of the Party committee of Antai Institute of economics and management, Shanghai Jiao Tong University, seems to be getting more and more assimilated. The biggest advantage of finding a celebrity endorsement on the platform is to get the new consumer in the original market structure with the help of celebrity popularity.

According to media reports, only half a year was officially launched on the basis of media reports. By the end of October 21, 2015, the number of registered users exceeded 140 thousand yuan, and the investment has exceeded 3 billion yuan mark. But by the end of October, Fan Bingbing had become the ambassador of the company. At the end of November 25th 9, the purple horse financial platform had more than 230 thousand.

The cumulative investment amounted to over 6 billion yuan.

That is to say, in the past month, the number of platform users has increased by more than 9 million, and the investment has increased by about 3 billion yuan.

This is not a rapid development for a new platform.

However, it is worth noting that most of the financial platforms that have celebrity endorsements are new platforms. They will choose the stars with older age and positive image as their own platform spokesmen, but at this point, the mature platform will be cautious.

"We need to assess the value, such as asking stars. I paid not only endorsement fees, but also at least several times the cost of channel promotion to let people know that we invited the spokesperson. That's the question: what is the input and output situation? What's the impact on our current profit?" a head of a well-known Internet financial platform in Shanghai said.

Celebrity endorsement platform or project is secured by their own credit. Some investors are just trusting stars to invest in the platform they speak for. Yu Yangming believes that stars should be held responsible, but this responsibility should be limited liability. It depends on whether the stars say in the advertisement that they only objectively introduced the platform or promised.

Or return, to distinguish, the latter is obviously more serious.

In endorsement of false advertising, stars can be described as "going forward".

Once upon a time, the field of food and medicine was the "worst hit area" for celebrity endorsement of false advertising.

This phenomenon has also been improved after the advertisement law explicitly prohibits the use of spokesmen for recommendation and certification in advertisements for drugs, medical devices, medical services and health food.

However, relative to food, medicine and cosmetics, the relevant laws are related to Internet finance.

False propaganda has not yet been made specifically.

Behind the scenes of the platform, whether the star should be chased by the star's endorsement of the hot appearance is the embarrassing reality of unclear power and responsibility: once the platform products of the endorsement have problems, should the stars bear the joint and several liability? Take the Zhang Tielin's endorsement of Xin Qi assets as an example, there are investors shouting at the scene to assume Zhang Tielin's responsibility.

Then, should celebrities endorse the question of whether the financial platform should bear the responsibility?

The new advertising law, which was formally implemented in September 1, 2015, has clearly strengthened the accountability of advertising spokesmen.

According to the law, celebrities receive advertising endorsements and need to use the product. Endorsement of false advertisements is prohibited within three years.

All these are administrative restrictions on celebrity endorsement.

Take the example of this new Xin Qi asset endorsement, some lawyers believe that if Zhang Tielin did not use the goods or services of Xin Qi assets to recommend it, according to the new advertising law, the star spokesperson should bear the administrative penalty including the confiscation of advertising endorsements and the penalty of 1 times or more than 2 times the advertising endorsement.

And if Zhang Tielin is still aware of the existence of false behavior in the presence of advertisers, he will still be responsible for the administrative penalty.

However, at present, no star has been really responsible for the false advertising endorsement and has taken substantive legal responsibilities.

Nevertheless, Chen Xiaojun, a researcher at net loan home, suggests that for investors, before choosing P2P platform for investment, they should have a comprehensive understanding of their background, risk control and other issues. They should not rely solely on celebrity endorsement platforms or financial products, and maintain independent judgement.