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近日来，O2O深陷刷单泥淖。不管是打车还是吃饭甚至健身，只要是有折扣补贴机会的，都免不了遭遇刷单党的洗劫。
, J4 i- r" y @0 U3 j
5 R; M1 x; n8 U- [. `: t1 v, [刷单，正成为O2O行业发展最大的毒瘤。最早一批现身的健身O2O“燃健身”不幸中枪。一篇有关燃健身陷刷单门的报道昨日席卷微信圈，燃健身的合作加盟品牌市隐晓居瑜伽舍称，被克扣22万元钱款。燃健身则表示，市隐晓居是职业刷单客。无论双方孰是孰非，刷单都已成为O2O行业的心病，行业泡沫的苗头显露无疑。" I/ m3 Q; H: O
4 g5 B+ }; e6 r2 O本是烧钱搞营销，结果钱烧完了，转化率却上不去。适当的泡沫可以起到点缀效果锦上添花，但是当泡沫成主流，那么，太美的景象阳光过后终将消散，企业对市场的理解也会被误导。3 @; p1 X% j5 n9 I* [/ _
5 r$ }8 T& H' b. Z a$ F这不禁让人想起P2P中的羊毛党。每当一个平台搞活动拉用户的时候，一大波羊毛党闻声纷至沓来。笔者身边的朋友就有撸过羊毛的，当然，这种的还不算什么。而现在，羊毛党已经出现团伙化，拉来老乡、朋友等入伙，互换身份、鱼目混珠。
0 a, b4 g1 R% T- d Z, Y. Z( _5 q% e
6 E7 q7 M" I2 Q' I行业老平台宝点网也曾表示，羊毛党严重阻碍了互金行业的发展，但是，这也表示这种（补贴）方式搞推广不太可取。
! X4 `6 U+ w$ }8 }' }& B
3 B L0 C- h3 [) c2 B; C2 x一位P2P平台负责人对《第一财经日报》记者表示，对于互联网金融平台来说，“羊毛党”为平台带来大量的数据，但区分不出来哪些是真实用户，尤其是当“羊毛党”批量注册时对系统的冲击性很大，造成网站营运速度变慢，另外，“羊毛党”批量养号，也会批量提现，导致平台大量资金同一时间撤退。6 D6 W3 _: p' ^
9 D% j1 d* }1 A$ _7 U7 J& ^ {
虽然外层数据看似美丽，然而并没有什么卵用！P2P平台对羊毛党可以说是又喜又忧，可观的数据可以强行吹一波甚至几波，但是转化率上不去，流失的钱花得却不怎么值得，所以弊远远大于利。就像风靡一时的某某宝，砸数亿真金换数据，然后就没多大动静了。. o1 _- {& [) `
; @! E- }/ I: {# ^+ I因此，现在更多的P2P平台选择做线下推广的老路子，虽然传统，但是有效确实让钱花得踏实。实时的抽样调查也会让数据更真实可靠，企业也好做出更恰当的决策！而羊毛党薅羊毛也仅仅是利用了游戏规则而已，没有任何法律能制止，平台企业只能抱怨却又无能为力。9 ~2 v$ G. d! m& ~! M1 I0 Z
, T, q% i. }: ~
因此，不管是O2O也好，P2P也罢，互联网金融企业要降规避泡沫，不能再烧钱搞营销。红海之争，虽然呈现寡头化现象，但是旗鼓相当的竞争对手任然不宜互筑资金壁垒。 |
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