Ping An Bank Credit Card Breaking the Stock Expedition: Building the foundation of "toughness" and seeking "long -term" trend

Source | Zero One Finance

Author | Mr. Da

The new growth curve of the credit card market in the stock era has become the key point of competition in the banking industry. In the 2022 semi -annual performance report published by Ping An Bank (000001.SZ) on August 18, the data on the credit card business data was frequent.

In the face of disadvantages such as repeated epidemics and decline in consumption in the first half of the year, although some transaction data of Ping An Bank credit card fluctuated slightly, the overall maintaining a stable state. As of the end of June 2022, the bank's credit card circulation card volume was 70,801,100, an increase of 1.0%over the end of the previous year; the total credit card transaction amount in the first half of the year was 17,90306 billion yuan, a year -on -year decrease of 1.2%.

The daily balance of credit cards representing the quality of assets is also steadily advanced. In the first half of 2022, the average daily balance of Ping An Credit Card receivables was 610.192 billion yuan, an increase of 8.8%over last year. In the first half of the year, the average balance of credit card cycles and installments increased by 20.1%compared with last year, driving the income of credit card income rapidly.

Credit card business is the focus of bank retail financial transformation and one of the main profit contribution points of banks. At the moment when they have entered the era of stock, they can achieve steady and high -quality growth. , Refined operations of existing customers.

"From quantity to quality" -The customized service customization service customization

The trend of the credit card market into the era of stock is irreversible. According to the statistics of the People's Bank of China, as of the end of 2021, the national credit card and loan one card have reached 800 million, and the target customer base has gradually become saturated. speed.

Under the slowdown of the growth rate, credit card business management and card marketing behavior also ushered in regulatory specifications. The "Notice on Further Promoting the Healthy Development of Credit Card Business Standards for Healthy Development" issued by the China Banking Regulatory Commission and the People's Bank of China put forward clear requirements for bank card marketing behaviors, strict credit management and risk control, and aims to improve the quality of credit card services.

Under the changes in the environment, the development model of the credit card business will inevitably move towards professionalism, differentiation, and refinement. Facing the slowdown of the growth of credit card business, "revitalizing stocks and improving quality" has been mentioned by more and more banks.

According to their own endowments, various banks have also explored many of the stock markets for the living credit card business.

At the moment when the credit card market is in a relatively sluggish period, the development trend that can maintain steady progress is derived from the in -depth excavation of Ping An Bank Credit Card at the level of customer needs -centered on customer operation, actively promote digital driving, intelligent touch, and reached, and reached, and the intelligent reaching, and reached, and reached, and the intelligent reached, and reached, and the intelligent reaching, and reached, and the intelligent reached, and the extension of the contact, intelligent reaching, and reaching, and reached, and the intelligent reaching, and reached, and reached, and the intelligent reaching, and the access to the reach of intelligence. Platform thinking and refined management, improving the quality and core competitiveness of credit card services, and continuously creating the ultimate customer experience of "worry, time -saving, and money" of credit cards.

For different customer bases, Ping An Bank credit card provides customized services that meet the target group. For example, for young customers, innovate and upgrade the "Ping An Yue" platinum credit card, and create a special rights platform based on the "card right separation" model, allowing users to freely match the rights and interests. And the demand for equity; for wealth customer base, launch the "Ping An Private Bank Credit Card" to personalize the personalized quota and equity coupons for private wealth customers; system.

The owner class is one of the core customer bases of Ping An Bank credit card. As of the end of June 2022, the number of CCP card circulation cards of Ping An Bank's core car owner category exceeded 26 million, which is also steadily advanced. ——In the first half of 2022, Ping An Bank's credit card aggregated the ecological resources of the car in Ping An Group, and further improved the one -stop comprehensive car ecological operation system that focused on refueling rights and interests, supplemented by car washing, parking, charging, and maintenance rights.

Focus on the core group and create a customized experience of different customer bases, so that Ping An Bank's credit card has found the exertion point in the stock market, so as to surrender a slightly surprising semi -annual performance answer sheet.

Through this semi -annual answer sheet in 2022, it can also be seen that after the "five -in -one" model implemented in 2021, it brings a strong development momentum for Ping An Bank's credit card business.

"Five -in -one" strategic system is living customers, detailed products, and wisdom services

The so -called "five -in -one" is a new model that Ping An Bank connects each other with open banks, AI banks, remote banks, offline banks, and integrated banks. The "five -in -one" is both a new model and is not completely new: the reason why it is new is because Ping An Bank uses data -driven and technology applications as core, at appropriate time, and appropriate scenes to provide customers with suitable services to provide suitable services for new business models. ; Instead of being completely new, it means that the "five -in -one" is not from scratch, but the inevitable change of operating experience and technology accumulation over the years.

It is reported that Ping An Bank divides retail transformation into three stages, of which the 1.0 stage of intelligent banks from the end of 2016 to the end of 2018; from the beginning of 2019 to the end of 2020, it is the 2.0 stage of the Intelligent Bank; It has opened a new stage of development of intelligent bank 3.0.

At the performance conference on the 18th, Xie Yonglin, the chairman of Ping An Bank, mentioned the new progress of the "Five Integrated" model, and said that after one year of planning and landing in half a year, the "five -in -one" model has been established as the bank's retail business growth. The second curve, this model is based on data, AI is the core, through accurate customer portrait recognition, based on scene data analysis, and provides customers with accurate services through various types of resources within the efficient organization. In a word, the "five -in -one" is an empowerment through science and technology to realize the function of banks from "financial services" to "scene service" to "comprehensive service".

In this change of functions, "scenes" and "ecology" are often mentioned vocabulary, and they are also "cooked faces" in Ping An Bank's credit card performance report in recent years.

In terms of external strategic cooperation, Ping An Bank Credit Card promotes co -operating and co -construction ecosystems through opening cooperation with a number of leading enterprises in the field of consumer scenarios and payment fields; Credit card ", over 500,000 cards issued in the first half of 2022.

In addition to scenes and ecology, the product level is also more and more thinner. Taking products for new citizen groups as an example, Ping An Bank Credit Card issued the "Top Ten Financial Services Promise for New Citizens" on March 18. The launch 72 -hour agile card delivery service, courier courier delivery pen pens service, individual industrial and commercial households 'Life Pass+Business Pass' exclusive financial services, financial anti -fraud education services, card security insurance guarantee 20 % discount services, Ling rhino intelligent customer service Ten financial services of accurate matching services, complaints for new citizens in response to green channels and commercial superposition ". It covers the entire process of cards from the application from the application of cards, to consumer discounts, loan wealth management, customer service security, etc.

In order to support the "five -in -one" data core, Ping An Bank's credit card business strengthened the data -driven capacity in the first half of 2022. First, relying on credit card A+new core system capabilities construction, helping the new model of intelligentization breakthrough, in the first half of the year, a number of innovative products such as "Huihua Huiying", "quota fusion", and "real -time recovery" were developed. Intelligent voice Zhongtai, driving intelligent operations. At the end of June 2022, the intelligent voice Zhongtai had penetrated into 944 business scenarios. In the first half of the year, the scale was 258 million, a year -on -year increase of 141.1%; The exhibition model, based on NFC (close -range wireless communication) technology to achieve customers can complete the card with only mobile phone equipment, shorten the account opening time, effectively enhance the customer experience.

"Intelligent Bank 3.0" is the kinetic energy in the new model of Ping An Bank's "five -in -one" model. In order to quickly promote the implementation of the new model of the "Five -in -one", Ping An Bank launched the "Intelligent Bank 3.0" project construction in the first half of 2022. It aims to by establishing a scientific customer group division mechanism and the "AI brain" decision -making engine by the headquarters "AI Brain" decision engine Driven smart business system, promote more accurate customer demand insight (KYC), more suitable product service supply (KYP), and more intelligent operating strategies (KYS) Essence

Under the leadership of the new model of the "Five -in -one", Ping An Bank Credit Card promotes the refined operation of the customer's group with rich product equity allocation, the internal and external integration of the establishment of the scenarios, and the enhanced data driver to enhance the customer's intelligent experience. Products and wisdom services "provide strong toughness for credit card business to cope with changes in macro formats. The stronger the toughness, the more vitality can be maintained in many environmental changes.

Latin domestic demand, promote consumption, seek long -term layout

Although the credit card market has entered the era of stock, the business is still an important breakthrough in the retail business for banks, and it is also the most direct and effective entrance to reaches retail customers.

It is precisely because Ping An Bank Credit Card in the "Five -State" model is centered on customers and data -driven and technology applications. In the era of stock, maintain a stable and progressive development trend. At the same time, this situation will also become the exploration stone of Ping An Bank Credit Caradous Customers and the potential value of the potential value of stock customers, providing development momentum for the improvement of asset quality, and contributing to the performance growth of Ping An Bank.

In the post -epidemic era, consumers' willingness to consume directly decreased, which directly affected the growth of credit card business. In response to the call of the state, in order to effectively promote consumption and expand domestic demand, Ping An Bank's credit card "Just with 800 million Gifts" has opened the fourth season of "City Tiantian 88" promotion event. The event is based on the consumption draw. In addition, there are various types of consumer subsidies covering high -frequency consumption scenarios such as supermarket convenience, coffee tea drinking, catering food, refueling and charging, including Wal -Mart, Naixue's tea, Ruixing coffee, PetroChina, Special Calls, Jiechang car parking cars Wait for the head brand to provide users with a "worry -free, time -saving, and money -saving" consumption experience.

This large -scale activity is also a unique "consumer carnival" in the banking industry. By continuously providing users with an affordable and trendy consumer experience, helping merchants' customer acquisition and operating efficiency transformation, creating a model for financial benefits and marketing innovation.

To enlarge the perspective, the Chinese economy must form a new development pattern of domestic large cycle as the main body and the domestic and international dual cycles, and domestic demand has become the first driving force for economic growth.In recent years, the pace of domestic demand has gradually accelerated from the central to the local area, and strives to cultivate "consumption" into a new growth point for economic development, and the closed loop of supply and demand is accelerating.The responsibility of the financial industry is to serve the macroeconomic and real economy, meet the development of economic and social development and the needs of the people. We must build a multi -level, wide coverage, and different banking system.Personalized, differentiated, customized financial products, adapt to the general trend of innovation, creation, and creativity, and promote the change of financial service structure and quality.

Under this responsibility, the banking industry is looking for the effort of digging customers' needs. Pulling the "domestic demand" of the stock market is an important step in the current change of financial services and an important layout of long -term development.

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