央视315晚会后，互联网信贷平台的“会员制”成为舆论焦点。商家制定会员权益，原本是一种常见的营销方式，近年来助贷机构争先布局。消金界了解到，目前该业务在中小平台的营收中占比或已达20%-50%。对于腰部平台而言，其已成为稳定现金流的核心业务之一。然而，该营销方式不乏被滥用，导致“砍头息”“套路贷”等重出江湖。为避免被误解，目前多家知名平台已经紧急下架该业务。

究其原因，近年来资产荒愈发严峻，市场风险却进一步抬头。在此背景下，不少机构试图提高24%/36%的利率上限来保住营收。与此同时，也在不断开拓各种商业变现的路径。路子野的，已滑落至在法规边缘试探。

 01 

争议会员制

会员制/会员卡这样的业务模式，在业内早已不是新鲜事儿。此前违规运作的业务模式已被叫停。

2018年，监管领导的互金专项整治办下发《关于提请对部分“现金贷”平台加强监管的函》的附件——《现金贷花样不断翻新“偷天换日”逃避监管》，即点名违规情况。其中之一就提到了要求贷款客户办理会员卡、高价购买商品等违规操作，实际上均是在变相抬高利率，以隐晦手段多收借贷利率。在一段时间的整改后，违规“玩法”几乎销声匿迹，加之彼时将高利信贷打入“扫黑除恶”之列，行业整改很快到位。

目前出现的会员制/会员卡，始于一些平台在会员运营时的增信手段。类似银行的信用卡“普卡—银卡—金卡—白金卡”的进阶化设计。用户借还记录越多，信用积累越好，平台在提额与利率优惠上就会优先考虑，还会附赠一些会员权益，以绑定客户，提升客户活跃度。在获客难获客贵的背景下，这是消费信贷平台精细化运营的必然选择，也是做会员制/会员卡的正解。

然而，一些平台却在这种模式身上打起了“歪主意”。会员制成为巧立名目，变相收费的手段。在24%/36%的红线约束下，一些平台通过会员费，收取了超额的利息。消金界了解到，监管要求产品年化利率明码标价后，因该类方式的收取不在产品标价之内，因此变相绕过了监管。至此成为一些平台增收的又一“手段”。

目前此类业务需要整改。3月19日，中国互联网金融协会发布关于开展变相高息“现金贷”、“套路贷”等问题自查整改的通知。其中规定，具备合法放贷业务资质的机构，应切实践行负责任金融的理念，向具备借款条件的借款人推荐合适的贷款产品，并在事前向借款人明示贷款主体、贷款年化利率、还款付息安排、逾期清收等基本信息，不得以强行搭售优惠券、会员服务等方式变相抬高利率，不得从借贷本金中以先行扣除利息、手续费、管理费等方式直接或变相收取“砍头息”。

一些从业者认为，该类业务合规重点在于是否“存在诱导”以及“强制搭售”。

消金界了解到，会员权益服务，由于自建渠道成本高昂，绝大多数平台通过采购或者分销的模式，有的一次性向用户收取99元、199元、299元到千元不等的费用，也有的按照月卡、季卡、年卡来收取。用户购买会员权益，可以获得优先审批、优先放款和提额机会，有的也会附加专属客服等增值服务。

在一些平台上，投诉用户认为，根据最高法院最新规定，在贷款产品中，利息、滞纳金、手续费等加起来不得超过24%，而助贷机构默认用会员权益补偿利率，类似于砍头息，属于变相收取高额利息。

不过也有一些人认为，互联网助贷平台搭建会员体系，如果提供了额度提升、利率优惠、会员权益等增值服务，而且金额不高，与总放贷额度相比占比很低，并不能简单归类为变相的“砍头息”。在实际操作中，一些平台主打轻资产模式，放贷主体为银行，助贷平台的会员收费与信贷产品的利息是不同的项目，并不能混为一类，向用户标明清楚即可。

从协会发出的通知来看，行业自查整改或许只是第一步；而后的监管措施才是重中之中。目前认真学习政策，积极沟通还是很有必要的。

 02 

背后的资产荒

会员权益是一种常见的营销策略，旨在通过提供特定会员特权和福利来吸引和留住客户。银行、消金机构虽然也在搭建自己的运营体系，但付费会员模式占比极低。而且会员与借贷之间的关系，一般也没有那么直接。不太容易引发用户的心理抵触与反弹。

对于信贷平台，会员模式是精细化运营的手段之一，好处不言而喻，包括提高用户忠诚度、提高客户复购率、促进口碑传播等，但也会增加平台的运营和维护成本。一些机构近年来推出了付费会员模式。

消金界了解到，这种模式本质上还是资产荒背景下的流量焦虑。去年以来，资产荒愈发严峻，而银行等金融机构继续下沉客群，压榨了助贷平台的利润空间。助贷机构为保住原有余额不下降，开始使用多种方式保住客群，并尝试各种商业化流量变现的路径。有机构一年凭此业务增加了30多亿元的营收，引发更多机构的关注与加入。

但红线就在那里。如果用过了必将遭到反噬。针对此次整改，有机构表示，如果会员权益这条路走不通，可以采用双融担的模式，或者以积分替代会员等模式。然而这条路的合规边界并不清晰，也不知道能走多远。

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