助贷新规落地，利率锁死24%，行业的生存空间被大幅压缩，不得不寻找新的出路。 该背景下，一种以"分期消费"为名、行"贷款"之实的新型业务模式——分期商城悄然崛起。 其通过平台内嵌的消费场景，将高溢价的商品与分期服务捆绑，向广大用户，特别是下沉市场用户提供实际利率远超表面数字的信贷服务，成为部分机构 绕开监管限制、维持高额利润的合规"新外壳"。 01 以"分期商城"之名，行放贷之实 目前市场上主流的分期商城，多采取自建线上购物场景的方式，在商品交易链路中嵌入借贷、分付环节。 与淘宝、京东、拼多多等成熟电商平台相比，这类新兴分期商城呈现出两个突出特点：一是商品品类集中于投资金条、品牌手机、礼品卡等二手市场回收 价格相对透明、易变现的标准化产品；二是同一商品的售价显著高于常规电商渠道。 例如，在上海柚余电子商务有限公司旗下的"柚优品"APP中，热销商品包括金豆、苹果手机等。 2025年12月22日，该APP中苹果iPhone 16 Pro Max( 256GB沙漠色钛金属)标价为11118元，结算时自动跳转至分期支付页面。排在前面的是分6期方案，用 户最终还款总额为11909.1元，综合年化利率显示24%，但小字注 ...

Core Insights - The core focus of the article is the launch of the 2025 Double Eleven promotional event by Fenqile Mall, which aims to attract young consumers through various discounts and flexible payment options [1][5]. Group 1: Promotional Activities - The Double Eleven promotion runs from October 22 to November 12, lasting 22 days, featuring multiple promotional strategies such as single product subsidies, bundle discounts, gift card giveaways, personalized credit increases, and price protection services [4]. - A special "high-value coupon package" is introduced, including platform discount coupons, payment reduction coupons, and repayment coupons, catering to different consumer needs throughout the event [4]. - Additional promotions include "Factory Store" offers for purchasing three items at specified price points and a "Share to Earn" program that rewards consumers with gift cards for sharing their purchases [4]. Group 2: Target Audience and Product Range - Fenqile Mall continues to focus on young consumers, offering millions of products across various categories such as consumer electronics, beauty products, sportswear, home appliances, and outdoor toys, addressing the comprehensive needs of young shoppers [4]. - The platform features specialized channels like "Self-operated," "Zhenpin Hui," and "Factory Store," allowing consumers to find desired products, including authentic beauty items and high-cost performance alternatives [4]. Group 3: Market Outlook and Strategy - The Vice President of Lexin, Yan Shu, indicated that with the recovery of the consumer market, the demand for high-quality and cost-effective products among young consumers is expected to rise, predicting a new high in transaction volume during the 2025 Double Eleven event [5]. - The Double Eleven event serves as a significant annual consumption milestone and a platform for Fenqile Mall to implement its philosophy of "technology makes consumption better," aiming to enhance supply chain optimization, provide personalized products, and improve shopping experiences for young consumers [5].

Core Viewpoint - The article discusses the hidden financial implications behind mobile phone promotions offered by telecom operators, revealing that these offers often involve installment contracts disguised as free gifts, leading to potential financial liabilities for consumers [2][3][10]. Group 1: Telecom Operators' Strategies - Telecom operators often promote offers like "free phones" or "0 yuan purchase," which are essentially installment loans that consumers unknowingly agree to [3][4]. - The sales pressure on frontline employees leads to a lack of transparency, as they may not clearly communicate the nature of these contracts to customers [3][7]. - The relationship between telecom operators and financial institutions is complex, with many operators owning or partnering with financial entities to facilitate these installment plans [4][9]. Group 2: Consumer Awareness and Risks - Many consumers, especially the elderly and those with limited financial knowledge, may not fully understand the implications of signing these contracts, leading to potential credit issues if they fail to pay their bills [5][8]. - The article highlights that the sales process often lacks proper oversight, creating a "grey area" where accountability is difficult to enforce [8][9]. - Financial experts suggest that the solution lies in regulating the cooperation between telecom operators and financial institutions rather than just focusing on sales practices at retail locations [9]. Group 3: Regulatory Environment - The article mentions that the regulatory framework distinguishes between licensed financial institutions, which are heavily regulated, and "quasi-financial institutions," which operate with more flexibility and higher risks [9]. - Recent regulations, such as the "退金令," aim to limit the establishment of new quasi-financial institutions by central enterprises, indicating a shift towards stricter oversight [9]. - The need for compliance with consumer protection laws is emphasized, particularly for large licensed financial institutions involved in these telecom financing arrangements [9].

Core Viewpoint - The article discusses the hidden financial mechanisms behind mobile operators' promotional offers, such as "free phones" or "0 yuan purchase," which are essentially disguised installment loans that can impact consumers' credit scores if not managed properly [1][6]. Group 1: Operators' Strategies - Mobile operators often present promotional offers as free gifts, but they are actually tied to installment contracts that require monthly payments, effectively functioning as loans [1][2]. - The sales staff at mobile operator outlets are incentivized through commissions, making the promotion of these installment plans a key part of their sales strategy [2][5]. - The complexity of the financial arrangements between operators and financial institutions creates a convoluted system that is difficult for consumers to navigate [2][4]. Group 2: Financial Institutions' Role - Operators like China Telecom and China Unicom have established partnerships with financial institutions to facilitate these installment plans, with some financial entities being wholly owned by the operators [2][5]. - The relationship between operators and financial institutions is tightly interwoven, with funds being transferred between accounts to manage repayments for the loans disguised as service contracts [2][4]. - Regulatory oversight is fragmented, with financial institutions being monitored separately from the operators, leading to a lack of accountability in sales practices at retail outlets [4][5]. Group 3: Consumer Awareness and Risks - Many consumers, particularly the elderly and those with limited financial literacy, may unknowingly enter into these installment agreements without fully understanding the implications [3][4]. - The article highlights the potential for negative impacts on consumers' credit scores if they fail to meet the payment obligations tied to these promotional offers [1][3]. - The notion that "there is no free lunch" is emphasized, suggesting that consumers should be cautious of seemingly beneficial offers from mobile operators [6].

Core Viewpoint - The article discusses the hidden financial implications behind mobile phone promotions offered by telecom operators, revealing that these offers often involve installment contracts that function as small loans, which can impact consumers' credit scores if not managed properly [2][4][10]. Group 1: Telecom Operators' Strategies - Telecom operators often market promotions like "free phones" or "0 yuan purchase," which are essentially installment loans disguised as attractive offers [3][10]. - Sales staff in telecom stores face pressure to meet sales targets, leading them to avoid clear communication about the nature of these contracts, which can result in consumer confusion [3][5]. Group 2: Financial Institutions' Role - Telecom operators have established complex relationships with financial institutions, where a portion of the monthly fees paid by consumers is redirected to repay loans taken out for the devices [4][8]. - Companies like China Telecom and China Unicom have partnerships with financial institutions to facilitate these financing arrangements, often without clear consumer awareness [4][9]. Group 3: Consumer Awareness and Risks - Many consumers, particularly the elderly and those lacking financial literacy, may unknowingly enter into these installment agreements, leading to potential credit issues if payments are missed [5][6]. - The article emphasizes that there is no such thing as a free lunch, and consumers should be cautious of seemingly beneficial offers that may carry hidden costs [10]. Group 4: Regulatory Considerations - The article suggests that regulatory oversight is needed to ensure that financial institutions and telecom operators adhere to fair practices, particularly in how they market and manage these financing products [9]. - It highlights the distinction between licensed financial institutions, which are more heavily regulated, and "quasi-financial" institutions, which operate with less oversight and may pose higher risks to consumers [9].

Core Insights - The annual "618" e-commerce promotion is experiencing significant changes this year, with keywords such as discounts, national subsidies, consumption vouchers, and interest-free installments becoming prominent [1][2] Financial Institutions' Participation - Various financial institutions, including e-commerce lending platforms, banks, and consumer finance companies, are actively engaging in promotional activities during the "618" event, utilizing methods like payment discounts, interest-free installments, double points, and cash back [2][3] - E-commerce platforms' installment financial products are driving consumption, with examples including Ant Group's interest-free installment plans on Taobao and Tmall, and JD's nationwide interest-free upgrade activities [2][3] Consumer Finance and Credit Technology Companies - Licensed consumer finance and credit technology companies are also participating in the promotion, focusing on scenario marketing. For instance, Haier Consumer Finance offers zero down payment, zero interest, and zero fees for purchasing home appliances [3] - Research indicates that financial institutions are lowering consumer spending thresholds through installment products, providing tangible benefits rather than mere promotional gimmicks [3] Release of Consumer Vitality - The combination of national subsidies and multiple installment offers has effectively stimulated consumer spending, with data showing a 70% increase in interest-free installment orders on Taobao and Tmall compared to last year [4] - JD's data indicates that the integration of national subsidies and interest-free installments has significantly boosted transaction volumes, with average increases exceeding 2.5 times in regions like Beijing, Guangdong, and Jiangsu [4] - A survey revealed that 85% of consumers prefer using interest-free installments even when they can afford to pay in full, highlighting the effectiveness of this marketing strategy [4]

Group 1 - The article discusses various promotional experience cards aimed at enhancing consumer engagement and encouraging spending through rewards and discounts [2][4][5][7]. - Each experience card has specific spending thresholds that consumers must meet to qualify for rewards, such as cash vouchers for online shopping [2][4][5][7]. - The promotional activities are time-limited, with specific periods during which consumers can take advantage of these offers, indicating a strategic push to boost sales within a defined timeframe [1][2][4][5][7]. Group 2 - The experience cards are categorized based on different consumer needs, such as work efficiency, travel, and home improvement, showcasing a targeted marketing approach [2][4][5][7]. - The rewards vary by card, with amounts ranging from 100 to 200 yuan, and the total number of rewards available is limited, creating a sense of urgency among consumers [2][4][5][7]. - The article emphasizes the importance of upgrading personal equipment and experiences, aligning with current consumer trends towards enhanced productivity and lifestyle improvements [2][4][5][7].