"Tip Box theory" Failure Credit Card business Finding new coordinates

Credit cardholders who have taken the card as the primary task may find a new set of coordinates and answer the question of "after issuing the card".

Author: Wan Min

Figure: Tuwa Creative

Guide

One || "Gifts must be large, and give people a sense of volume, don't be delicate and small." Mr. Li has a lot of love for the trolley case. The volume of the box "swelling" is unmatched by other gifts.

户 || The small owner of the rural individual households has higher requirements for credit card quotas. How much can the quota of the consultation before applying for the card? If it is too low, it is not useful. After a long time, the small boss of the supermarket did not have the motivation to continue recommending.

Three || In the past few years, young people who do not like savings have realized the importance of savings, and middle -aged and elderly people who have originally loved savings have tightened their wallets. The large -scale shopping festivals made by major e -commerce companies have also faded a year, and rational consumption has become the mainstream.

When you walk into a shopping mall, when you see a pile of trolley cases, a small table, one or a few young guys wearing latch -rope chest, they often hand in friendly and enthusiastically handing a piece of paper. "Do you get a credit card? Send the lever box."

Bank credit cards are so popular with the lever box as a card gift, which seems to have a long history. It ignored the rise and fall of the tourism industry, and also crossed the ups and downs of the credit card industry. The credit card is pushed into the stall and became the main distribution center of the tie box outside the luggage store.

In the era of online application, the lever box is still the protagonist.

Why is a tie box?

Starting from this issue, some people can extend a set of detailed credit card marketing psychology, which is also a kind of experience that banks have tirelessly captured customer efforts for so many years.

Of course, the attractiveness of the trolley case will not continue. Pinduoduo lets many people see the cost price of the trolley case, and the training of the Internet has popularized the value of personal information over the years. A set of identity information is changed to a gift. Essence

The operation data released by the central bank on August 2nd shows that as of the end of the first quarter of 2022, the bank card's credit credit balance was 8.55 trillion yuan, a decrease of 1.38%month -on -month. At the same time, the total amount of credit cards had been overdue for half a year, and the total amount of credit was 92.676 billion yuan, an increase of 7.71%month -on -month.

Simply put, there is less money from the credit card, and there are more credit cards.

Credit cardholders who have taken the card as the primary task may find a new set of coordinates and answer the question of "after issuing the card".

Credit card marketing aesthetics

A Mr. Li, who was responsible for a joint -stock bank in the provincial capital of the provincial capital of the southwest, the first step in developing the market a few years ago was to find the largest and most lively shopping mall in the city, the publicity paintings of their credit cards and the second two. The dimension is covered with merchants in the mall. "The visual color must be red and green." He tried some "light literature and art" and "small fresh" style that might attract young people. It was completely drowned, and only the lively big red and green can attract people's eyes.

"Gifts should be large, and visually give people a sense of volume, don't be delicate and small." "Swelling" is unmatched by other gifts.

The popularity of the domestic tourism market has also helped the attractiveness of the trolley case. In recent years, sending a lever box is still a secure choice, but according to current affairs hotspots, the kitchen appliances such as air frying pots such as air frying pots and winter Olympic mascots such as ice pier are also common in the card stalls.

If it is a credit card mainly based on online channels, the experience that Mr. Li explores is that shopping vouchers are the most popular drainage varieties. After attracting online users to click, design the form of filling in the form, the opening of the card, the consumption gift, etc., which are intertwined, and gradually cultivate the user's habit of use. "In this process, there is a chain that drops the chain. The experience is not good, which will cause customer complaints to abandon the previous work." Mr. Li said.

The bank where Mr. Li is located has developed the credit card business to the extent of the extremely refined and specialized division of labor.

Miss Zhu's work experience in a city commercial bank is greatly different. She once participated in a project with a credit card for designing and issuing a sports theme, just because the department leaders liked this sport, "the brain is settled", neither the early market research nor the perfect promotion plan. Later, this one later The card was made on the market, and it really failed, without water.

From 2003 to 2009, it is the era of credit cards that are generally recognized in the industry. The national joint -stock banks are rushing ahead, while state -owned banks pay more attention to high -end card users. So big.

Since 2010, the Internet has begun to change financial gameplay, and banks have gradually discovered that customers are far away from the outlet counter and stay away from ATM machines and online banking. Join if you can't fight. Large and medium -sized banks have begun to strengthen cooperation with the Internet platform, accelerate their own Internet transformation, and create mobile banking APP as new user operating positions. Under the support of science and technology capabilities, the application of credit cards has also gradually developed from offline forms to fill in the form online. , Review, correspondingly, credit card marketing has also undergone changes in offline scanning buildings to online channel code.

But all this revolves around the number of cards as the core indicator. It is clear and clear. As an indicator of quantitative assessment, from the head office to branches and branches, to outlet managers, tellers -which bank grassroots employees have not pulled up in relatives and friends in relatives and friends What about the deposit? Ms. Zhu herself held more than a dozen credit cards when she was at most, and was done when she helped my colleagues test or complete the task. Imagine the sinking market

By around 2018, the customer group covered by the credit card of the head bank has overlapped high. Does the second and below cities still have potential space?

Mr. Li once wanted to open up a city and county -level customer group under the provincial capital, but in the end he found that it was extremely difficult to succeed. He went to a rural area in 2018. The average income of the town was 2,500 yuan, about 10,000 people, 10 villages, and 80%of the elderly. Most young people had gone out to work. Because all primary and secondary schools were transferred to the county seat, the local teachers moved along with the school, and most parents moved to school for their children to live. Most of the elderly people who have stayed have been farmers for a lifetime. The highest academic qualifications only rely on the meager income and the help of family members to maintain their lives. They don't even know what they are.

Mr. Li contacted the boss of the small supermarket in the town to help recommend the card. Each recommended success can be given. But after a period of time, the results were very small. Credit cards can be consumed first before repayment. Many people are worried that their income cannot keep up and dare not handle; on the other hand, it is necessary to provide hard requirements such as ID cards and real -name systems to apply for credit cards. Villagers generally do not trust and are worried about being deceived. Has resistance.

Sometimes, the boss of the small supermarket managed to find someone to apply for the form, but the bank's risk control directly refused to pass, or the amount given was very low. Mr. Li noticed that the small owner of the rural individual households has higher requirements for credit card quotas. Before the card is run, how much can the quota of the consultation be given? After a long time, the small boss of the supermarket did not have the motivation to continue recommending.

According to data released by the central bank, as of the end of the first quarter of 2022, a total of 802 million credit cards and borrowing cards were issued across the country, an increase of only 0.28%from the previous month. According to the average population of the country, the per capita holding credit card and a loan one -one card 0.57 cards. However, if the urban population is estimated as the total population of all population, the per capita card holder has actually been more than one.

The consequences of pursuing the amount of cards in the past few years have begun to fall back.

The recent report issued by the Consumer Rights Protection Bureau of the China Banking Regulatory Commission shows that in the first quarter of 2022, the China Banking Regulatory Commission and its dispatched agencies received and transferred 7,5936 complaints, including 37,954 complaints involving credit card business, accounting for about the total complaints. 50.0%.

Mr. Li said that the regulatory complaints have undergone tremendous pressure on the bank's rating scoring and the business personnel. And some people may repeatedly complain about one thing, but they will be included in the number of complaints.

At the same time, in recent years, agency complaints have become increasingly common and showing a trend of large -scale and organizationalization. Some "anti -collection alliances" and professional complaints such as black and gray industry intermediaries induce consumers to entrust "agency rights protection", instigating consumers to ignore the contract agreement, fabricate facts, and fabricate the facts. , To achieve the purpose of helping escape personal debt.

"Black -to -gray production requires customers to provide personal sensitive information such as ID cards, addresses, contact information, account information, etc., and guide consumers to" issue "or even forged poverty certification, income certificate, hospitalization certificate, etc. The purpose is to pack the customer into a vulnerable group, Living consumers 'proxy rights protection' and then profitable, "said Tan Shaohui, vice president of Credit Card Center of Minsheng Bank.

No banks have disclosed the main characteristics of the "agency protection" that encountered. The reporter saw on Weibo that some users who claimed to have many years of "debt consultation" planning experience and users, in the "case" released by their Weibo, will deliberately clear the address of the "customer", Hangzhou, Chongqing, Guangzhou, Changchun,,,,,, and Changchun,,,,,,,, Changchun, Changchun,,,,,,,,, Changchun, Changchun,,,,,,,,, Changchun, Changchun,,,,,,, Nanchang, Chengdu, Shijiazhuang ...

Among the credit card collecting complaints by Mr. Li, there are indeed many people with low -line cities and low education. He believes that the impact of the income of the epidemic on these people is the most direct, and part of them will easily fall into online fraud. In the Internet gambling, it became "Kanu".

Since the bank judges whether to issue a customer card, it mainly depends on the information in the central bank's credit reporting system. Therefore, when this customer holds a high -quota credit card with a large and medium -sized bank, in the eyes of other banks means him The risk is low, and he will be more likely to be approved to be approved for credit cards from other banks. In this case, if customers cannot control their consumption habits and living habits subjectively, he will be more likely to indulge in the illusion brought about by the bulls and go to the point where the east wall is demolished and the west walls.

In July of this year, the China Banking Regulatory Commission and the People's Bank of China issued the "Notice on Further Promoting the Standardment of Credit Card Business Standards for Healthy Development" (hereinafter referred to as the "Notice") pointed out that some banking financial institutions' operating philosophy is unscientific and blindly pursue scale effects and markets. The share of the share, the prominent issuance of the card and the repetitive card issuance, and the non -prudential management and control of the credit, which leads to the disorderly competition, waste of resources, and over -credit.

Consumerist tide clamping

Starting around 2018, many urban commercial banks entered the credit card war through the traffic of the Internet platform traffic. At that time, the industry's attention was the credit card jointly issued by Qingdao Bank and Meituan. According to the information of the industry, when the card was officially accepted online in September 2018, more than 3,000 valid applications were reached within 10 hours, and only part of the entrances of Qingdao and Jinan were opened only in 10 hours. In the case. According to the reporter's interview, the Qingdao Bank credit card business was only 8 months old from the establishment to the card issuance. The first credit card product was launched for 66 days to issue 100,000 cards, and the cumulative number of card issuance in 8 months has exceeded 500,000.

In 2018, China Merchants Bank, which first made credit cards as a breakthrough in retail business, proposed for the first time to use MAU as the "Arctic Star" indicator to implement a "mobile priority" development strategy.

Due to the gradual saturation of the cards of the urban population, from the perspective of the industry, 2019 is a turning point for the increase in credit card volume. According to statistics from the central bank, the number of credit cards and loan -loan card issues in 2019 in 2019, a total of 746 million card issues, a year -on -year increase of only 8.78%, a significant decline in the growth rate of 16.73%in 2018.

However, some city commercial banks have seized the Internet's Dongfeng and used the technical maturity opportunities of online applications and approval to achieve leapfrog development. The Central Plains Bank's 2019 annual report disclosed that the cumulative card issued was 1.9977 million, an increase of 968,900 from the end of the previous year. That is, within one year, the number of card issuance has increased by about 90%. Qingdao Bank Credit Card was officially listed in September 2018. By September 2019, the first anniversary of the issuing card was issued, and the cumulative card issuance had exceeded 1 million. In December 2021, the cumulative card issuance of the Credit Card of Qingdao Bank exceeded 3 million.

In the 2021 annual report, the amount of credit card issuance from Bank of Ningbo, Bank of Central Plains, and Bank of Qingdao has passed the 3 million mark, becoming a new "challenger" in the domestic credit card market.

At present, in addition to the three urban commercial banks that have been promoted to 3 million cards in 2021, the Bank of Shanghai has issued more than 10 million cards, and Bank of Jiangsu Bank exceeds 5 million. In addition, although the Bank of Guangzhou has not yet IPO, its credit card business has also developed rapidly in recent years. The bank's 2020 annual report disclosed on the official website stated that a total of 4.5121 million card issues have been issued. Among large state -owned banks and national joint -stock banks, except for Zhejiang Commercial Bank and Bohai Bank, the number of card issuers is between hundreds of millions and tens of millions.

After the number of card issuance continues to make a rapid progress, banks' ways to play in the credit card business have changed. For example, at the 2021 report performance conference in March this year, Xie Yonglin, chairman of Ping An Bank, said that last year, the entry threshold and quota management of credit cards were greatly tightened. We take the initiative. After the adjustment of the second quarter, revenue in the fourth quarter has returned to increase. Earlier, he also had a saying in the industry widely, "To operate the stock market as an incremental market. For others, it may be an incremental market for you."

Another point that received the attention of the industry is that no banks have publicly disclosed the data of active cards and sleep cards. The most commonly used calibers in the annual report are "cumulative card issuance" and "circulation card volume". Under the system of issuing card volume, activating the sleep card is of little significance to the business party. But this situation will usher in change. The above -mentioned "Notice" stipulates that the proportion of long -term sleep credit cards accounted for the total number of cards for the institution's total cards at any time at any time, and banking financial institutions that exceed the proportion must not be added. "Most of the small banks who have entered the venue in the past two years cannot do it." An Internet company engaged in credit card technology said that bank card issuance indicators are serious, but small banks lack operations and user maintenance Consciousness, no matter after issuing the card, the user also leaves after finishing a wave of wool.

Mr. Li has not figured out how to activate the sleep card that has not figured out a set of response comparable to the "trolley box theory". What he initially thought is that when the customer runs the card, there is a bank's mobile phone number and mailbox. Customers' recent card activities, etc.

"It is still difficult, and you cannot overcome the customers too much, otherwise there will be complaints." Mr. Li said that the current customer awareness of personal privacy and information security is getting stronger. Change your mind, put down your body to do user services, and also learn more with the service industry and Internet e -commerce.

The operation data released by the central bank on August 2nd shows that as of the end of the first quarter of 2022, the bank card's credit credit balance was 8.55 trillion yuan, a decrease of 1.38%month -on -month. It is not only a credit card, but the same is true for other Internet lending platforms. Data released by observatory analysis show that due to the impact of the epidemic, the growth of consumer financial APP users in the first quarter of 2022 was under pressure and declined.

This trend is also reflected in the short -term credit data of the central bank statistics. In the past few years, young people who do not like savings have realized the importance of savings. The middle -aged and elderly people who originally loved savings tightened their wallets. The large -scale shopping festivals made by major e -commerce companies have also faded a year, and rational consumption has become the mainstream.

How can banks stimulate young people with "lying"? Can you still find a standard answer like the "tie bar box"?

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