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步步惊雷的 “预付费” - Asura Skip to content
说到“爆雷”,一定会想到P2P喽。从2018年到2019年8月的20个月内,全国已批露的爆雷平台就有855家,算上未公开的,这数字海了去了。噼里啪啦的声音,大家听得耳朵都起了茧子,聊起P2P,好像不爆雷才是怪事。
然鹅,教育培训机构的雷也开始炸响——韦博英语的“爆雷”把信任危机从投资领域传向了消费领域。我和教育界的同行聊天,他们都对未来的生意形势忧心忡忡。
老王:谈何容易,摊子铺得大了,每天就靠新学员的付费撑着,要是改变收费模式,崩得更快。
几乎“0”创业门槛的教育培训行业怎么会有那么大的“爆雷”风险呢?几个人凑到一起,弄一办公室,注册个“xx教育科技责任有限公司”或者“xx教育咨询责任有限公司”就能开张。最大的成本是讲师们的工资,但老师们是上了课才有工资支出的,机构们的操作流程是:招生→ 收钱→ 上课→ 开工资。有多大锅就煮多少饭,再决定养多少孩子,所以即便是刚成立的还不怎么赚钱的工作室,也能控制住风险。举例:老王的机构开起来了,主打“区块链割韭菜培训”,每期上10天的课,收费1w。11月份的课程是第1期,满50人开班,否则延到下月,报名截止日期是10月31日。到10月29日,他就顺利招到了100个学生,营收100w。老王跟那些很有来头的(或者包装得很有来头)老师们说好,每次课支付2w元,月底结算。然后是租酒店当教室(10w),扣掉前期的招生宣传10w,给销售的提成10w……一套操作下来,老王净赚50w。谁能说这样的模式不健康吗?启动资金只是最初的宣传投入而已,销售提成和教师工资,都是实现营收后才支出的。先收钱,再支出,现金流充沛得一匹,能有什么问题?问题就出在这充沛的现金流上!老王眼见这50w块赚得如此轻松惬意,膨胀到不行。10w块砸进去,100w块收上来…… 干嘛不把这模式复制推广呢?100w砸进去,开10个班,不就能收上1000w吗?10w撬动了100w,理论上 100w 就可以撬动1000w,1000w就能撬动1个亿,然后就能讲个好故事找A轮B轮了,紧接着就上市套现或找一冤大头接手,功成身退。但凡野心膨胀的教育机构,没有能抵挡住这种诱惑的,皆不能眼睁睁看着账上躺着白花花的银子而不去作妖。稳重点的,还会预留出运营现金,尝到甜头后就变脸激进——预留个毛线,反正下个月又能收进来……扩张、连锁,遍地开花,花不啦叽。学费收得越多,杠杆撬得越大,步子就迈得越快,于是销售们一个个口灿莲花、口若悬河、信口开河地让学员报高价项目,多交钱、赶紧交。钱不够?没关系,可以分期!创新金融、消费金融、预备金融、类金融,五花八门一拥而上。都9012年了,还有什么不能分期?国家提倡的金融工(lian)具(dao),不仅要会用,还要用好,没毛病!“学费贷”闻起来是否有股熟悉的味道?因为和去年连环爆雷的“租房贷”是同一种配方!租客以为自己是一月一付,其实中间商不仅赚了差价,还通过这白条、那金融把一年甚至几年的租金都提完了。租房→ 借贷(按月还贷)→ 贷款公司将全部钱款付给中介→ 中介按季度付钱给房东。中介先收全款,再按节奏缓慢付款给房东,赚的是这时间差中的现金流——扩张越多现金流就越大,进一步支持扩张——扩张越快,杠杆越加越多,现金流也越摊越薄——欲找资金续命,就要求继续扩张,规模越大,占有率越高,增长越快,越能融到钱,必须进一步扩张…… 直至陷入难以自拔的恶性循环之中。这个模式从一开始就注定了要被玩坏,“预收费”和金融套路一结合,韭菜离被吃干抹净的日子也就不远了。经验教训告诉我们,步子跨得太大,容易扯着蛋。所以,身在教育培训行业的内应提醒各位,但凡是滔滔不绝、不亦乐乎地跟你吹嘘“我们机构规模大、品牌响、集团公司、全国连锁……” 可千万别觉得自己选得对。以前经济形势好的时候不敢说,现在的情形是越大离靠谱越远,若再加上一句“正筹划上市”,那基本就是走在作妖的路上了。教培行业,大公司、要上市,跟消费者有半毛钱关系吗?给你上课和提供服务的不就是那个把老师吗?更何况,丫越是作妖,越没有精气神去提高课程品质,抓服务质量,因为老板的心思都在融钱、扩张、估值和找接盘侠上。选机构,应选那种老板是给你上课的老师,最好还是签合同的销售……这种机构账上资金一般不多,作不了妖;他们都靠口碑生存,所以在课程品质和服务质量上很上心;即使关门,消费者依然可以上完课。别的行业我不敢打包票,英语培训和留学咨询这两块绝逼是这样。教培行业奉行的都是先收款、再服务的“预收费”模式,这种模式所创造的营收在资产负债表上其实是负债,直到服务周期结束,才能记为真正的营收。用账上的”预收款“来玩杠杆化的扩张,这吃相跟p2p圈钱基本没啥区别,靠的都是不断有新韭菜进来,韭菜一黄基本就死路一条。老王:你是不是被害妄想症?俺们这么大公司,20多年了,怎么可能就坑完你那几万块钱就跑路呢?我:要是连我这么机智的都能被你坑到万把块,那全世界人都会被你坑。哇塞,70万亿,还不够你跑去火星的?
机构的贪婪,消费者的风险都源于“预收费”。这种被视为金融创新的杠杆化玩法,脱胎于房地产行业的“预售制”,在香港俗称卖楼花,是爱国商人霍英东的创举——开发商拿着规划图纸就开始卖房——在大陆叫“期房”,典型的空手套白狼,套完后再转战下一块地皮、下一个城市。摊子铺得太大以至于拍地要发债融资,建房要施工单位垫资——杠杆加到无以复加,但他们仍要硬着头皮拍地,因为只有摆出增长的造型才能融到资金……资金链越摊越薄,一有风吹草动,说断就断。

当然了,经济形势大好的年头,“预收费”这种杠杆化的玩法在居民日常消费领域是被当成经典案例来膜拜的。被引为榜样的是美容美发行业,当你坐在椅子上开始任tony老师摆布的时候,一定会被推销打5折,打3折的会员卡。当你受不了那些磨人的妖精而妥协之后,你不仅会惊喜地发觉打完折后的扣费仍是市场水平,还会发现tony老师已经拿着你充卡的钱在开分店了。新店开张就有新的会员,就有新的“预收费”,就能开更多分店……一生二,二生四……生生不息。会员卡嘛,全城通用,听上去对消费者似乎是个利好,但对于理发店来说,也是调整的机会——可以把盈利不好的门店关掉。闹什么闹?去其他店消费嘛,合同上就是这么写的,不就远点喽,反正不可能退的。嘿,门店关掉,也不爆雷,简直没有比这更好的商业模式了。健身房也有样学样。今年初的时候,一朋友跟我吃饭,聊起他在公司楼下的新健身房刚开完卡,还没来得及去,那健身房就关门了。他当笑话讲,我当笑话听——体面人,谁会为个几千块去维权?于是更高级的商业模式来了:老赵接手了一健身房,换个招牌,优惠大酬宾搞起来,三年卡、五年卡、十年卡……怎么吸引人怎么卖,能卖多少卖多少。1个月就收了200w,按以前的经验,要在资产负债表上把这200w的预收款从“债务”变成“营收”得花10个月,太费劲!直接把店盘给别人,关门得了——1个月就能把这些钱变现。然后,老赵换个地儿再来一轮。接手的同行也不甘示弱,韭菜么,反正割了一茬又会长出一茬。什么?就没有较真的人刚到底么?当然有啊。去找工商,工商说:“人家已经破产了,哪还能追回来呢?什么叫责任有限?” 打12315?人都关门了,还怕投诉么?更有玩得绝的——压根就没注册法人。你能怎么办?但凡有心思会花几千块办健身卡的小白领,就能体面到不会为了这几千块追杀人到天涯海角,就当花钱买苍蝇吃了——丫敢这么玩,早算到了这点。还以为头顶北大+宾大学霸光环的孙宇晨们玩ICO的套路有多高级,其实和高大壮们搞健身房一毛一样:最后连跑路的姿势都一样,只是孙宇晨们没有教练们跑得快而已。
你以为这就是“预付费”的全部套路了?加盟商、代理商、分销商听说过没?有些网红奶茶店找群众演员去排几个小时的队,真的是为了吸引大家去买奶茶喝?他们可没有一杯杯卖奶茶赚钱的耐心。找人排队,争当网红是为了制造火爆、燃爆、赚爆的假象,把你心底里曾经深埋的那个开一个普度众生的小店,当一个自我放逐的小老板,守候一段闲暇的午后时光的小梦想给孵化、浇水、施肥……然后,一颗绿油油的韭菜就长出来了。决定加盟→ 签合同付钱 → 选址 → 装修 → 培训 → 进货付钱 → 做活动贴钱 → 卖不出去 → 别人怎么能赚呢?加钱策划升级 → 倒闭 → 哭泣加盟费一把梭哈,收上20w,原材料也能高价卖给加盟商了,谁还高兴老老实实卖奶茶赚钱?

前阵子野烽同志诗兴大发,想在深山老林里建个新潮民宿,还找我商量了好久。地选好也租好了,下一步就是找个专业的建造钢结构房子的供应商。结果网上搜了一下,联系他的销售们一个个都变着花样地引诱他去当分销商、代理商。开出的条件是代理商拿货的价格低,但要先付一笔钱,付的越多优惠就越多。野烽急了,反复说只想建房子而已,做不了什么代理商。别急,还有套路等在后头——定金5w 顶 10w。心动不?
心动就中招了。为啥变着花样非要人交“预付款”呢?他们又不同于教育咨询行业,有很长的服务周期(别扯什么设计、装配,就是卖建材的)。秉持老祖宗那套一手交钱一手交货的买卖原则不好么?不是急着续上现金流,就是打着做活动搞优惠的幌子,玩快闪割韭菜。定金是坑,订金、押金、保证金统统有坑。差别是啥?定金不能退,订金能退;押金多数时候能退,偶尔会变成赔偿金;保证金,乖的时候可退,不乖的时候被扣。爆雷概率大致排序为:保证金>押金>定金>订金。主要取决于相关企业用何种方式赚钱,比如那些督促你早起的、督促你背单词的以及督促你读书的APP等各种平台。人跟你非亲非故,凭啥关心你起不起早?关心你交的保证金才对。这种APP圈了钱不跑路才有鬼了。至于押金,还记得小黄车么?ofo出事前,我在公众号里可是提醒过的。后来,共享汽车歌途也倒了。共享经济是否可靠谱,要看他们赚的是什么钱——是赚一小时1块的租金,还是赚200块的押金?若是后者,奔着爆雷去的无疑。还有什么众筹,让你当股东成为“家人”。简直笑话,人割的就是家人,家人还帮他数钱(背书):“xx币可不是空气币,高科技的事能是传销么?” 之后就是一些密码学、区块链之类的引人发笑的话。至于有些变着花样的“服务费”则就是赤裸裸的骗局。广东地区流行一种专坑找兼职的大学生的服务费,骗子们在网上发布钱多活靓的兼职岗位,把学生骗进办公室,接着就让先交费,说法是交钱越多给选择兼职的机会就多。最近,我在网上看到浙江台州出现一种针对农产品销售的“服务费”,说是自己有渠道可以帮忙通过微商、电商销售农产品,让厂家去谈合作,去了就让先交钱。我就奇了怪了,前文还提到,奶茶店找加盟商、分销商的套路是让分销商先给厂家交钱的。你是老王的分销商,你先给老王交笔加盟费——然后反着搞也成立——老王是你的分销商,你先给老王一笔服务费。不用想,全是骗子!真心希望没什么钱的学生(有钱谁干兼职工?)和赚劳苦钱的农户们能看到这篇文章而避免上当!!!生活太难了,处处是陷阱。但仔细掰开了、揉碎了就会发现这些套路里都有一个共同的触发点:“预付费”——先交钱,后交货。学费贷、租房贷;
预付费这种模式,在经济基本面好的时候,被奉为经典,因为扩张神速。在经济下行的时候,就是步步惊雷。这种杠杆化的透支,让资本噬尽最后一颗铜板,随之而来的是负债过高、链条过长、关联过多而形成的多米诺骨牌式反应——一处爆,处处爆,学名称殉爆!这种玩法,真是逊爆!更为恶劣的是,他们把“信任危机”从投资领域传导了到消费领域,让整个社会弥漫着互不信任的阴风,试问生意还怎么做?而更多的不信任,更艰难的营商环境只会造成更多的企业爆雷,陷入恶性循环。篇尾:又一地方小银行出状况(之前是包商),截止目前,我的预言都在一一兑现。原文始发于微信公众号(微醺界):步步惊雷的 “预付费”
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