Chicken ribs are an important means for banks to expand new users of credit cards and enhance user stickiness. But now they make complaints about cash rights and interests, and "chicken ribs" are frequently being tuckled by cardholders. Beijing daily news reporter recently found that many cards make complaints about the credit card rights and interests encountered by the third party platform Tucao and the unfair phenomena encountered. Apart from the more common integral rights and interests, they are shrinking and difficult to exchange, and there are also situations in which the exchange price is higher than the actual value. After years of development, the "horse racing enclosure" of credit card is no longer, and the number of new cards has decreased significantly. It remains to be tested in time how banks can increase the return on assets related to credit card business while increasing their efforts to obtain customers.
integral into "chicken ribs"
When handling credit cards, cardholders are more or less the rights and interests launched by the Sino Italian bank, and can enjoy certain preferential benefits when consuming. However, who ever wanted to find that the rights and interests of credit cards have become "chicken ribs" in the process of using them.
"When I bought it, I thought 500 yuan could be exchanged for 540 yuan consumer card. After buying it, I found that it was a word game." She found that the actual value of the credit card was higher than the actual value of the credit card issued by the cardholder when she purchased the credit card on the social card making platform.
The reporter of Beijing business daily noted that the face value of the consumption card is 500 yuan. When purchasing, the cardholder can use the credit card points for partial deduction. Logically, after deducting the points, the actual amount of the consumption card purchased by Ono should be less than 500 yuan, but in the end, she bought the consumption card with a total price of 513 yuan. After finding that the purchased consumer card was higher than the actual value, Ono complained to the bank and got the response: "the mall exchange activities will be improved in the future."
Why do banks launch such unreasonable welfare products for cardholders? The reporter of Beijing business daily learned from the above-mentioned people from the credit card center of joint-stock banks that the purchase amount is inconsistent with the physical object mainly because of the high operation and tax cost of this consumer card. Considering the operation cost and the unreasonable purchase price of the cardholder, the product has been taken off the shelves.
I thought I could enjoy the credit card's preferential points benefits, but finally found myself a "wronged species". In addition to the fact that the exchange of physical goods is much higher than the actual price, there are also many cardholders' complaints. When handling the credit card, the bank publicizes considerable points rights and interests. However, when specifically exchanging, the points rights and interests shrink sharply and are difficult to exchange.
What is the cost performance of credit card points? The reporter of Beijing business daily took the credit card center of a joint-stock bank as an example. The bank's credit card points mall can exchange all kinds of goods. If you exchange points for an ordinary member of the virtual platform, you need the cardholder to swipe the card to spend 17000 yuan; In exchange for a virtual platform star membership card, the cardholder needs to swipe the card to spend 32000 yuan. In addition, some credit card point exchange activities are not full point exchange, but spend corresponding points and pay a certain amount of cash to exchange for goods.
In recent years, a number of banks have issued announcements to reduce the credit card integral rights and interests. For example, the points convertible hotels and mileage rights and interests have been reduced, and the credit card additional insurance services have been reduced. Although this can crack down on the "wool gathering" behavior, it also weakens the attraction of credit cards to cardholders to a certain extent. Yu Baicheng, President of zero one research institute, said in an interview with the Beijing Business Daily that points are a major marketing behavior of credit cards. In recent years, there has been a phenomenon that banks have tightened the rights and interests of credit card points and increased non cumulative points in large quantities. Behind it is that after the growth of credit card slows down, credit card has gradually changed from incremental market to stock market. The bank has upgraded its risk control and refined its operation. At the same time, it is also a measure to control costs. Banks adjust credit card points rules, and consider improving credit card security and standardizing point arbitrage behavior. In the future, the focus of credit card points marketing should be in line with the consumption trend and combined with online and scenario.
new card issuance decreased
The reason why banks began to "haggle over every ounce" about credit card integral rights and interests is to control costs. After experiencing explosive growth, China's credit card business has entered the stock era. With the influence of factors such as the concept of advanced consumption and the outbreak of CO debt risk, the problem of overdue credit cards has become prominent, and banks are also actively adjusting their marketing strategies to slow down the pace of credit card issuance.
From the annual report of the banks listed on A-shares in the 2021 A-share listed in the 2021 A-share listed in the 2021 A-share listed in the annual report of the banks that will be able to take a peekat the bottom of the year. On March 29, according to the statistics of the reporter of the Beijing business daily, on March 29, the 29march, the 29march, the 29march, the 29march, the 29march, the 29th of the Beijing business daily, the reporter of the Beijing business newspaper, the statistics from the reporter of the Beijing business newspaper, the statistics of the Beijing business newspaper reporter, on the 29march, the 29th, March, March, the 2929, March, March, the 2929, the statistics from the reporter of the reporter of the Beijing business daily, the Ping An Bank Co.Ltd(000001) Ping An Bank Co.Ltd(000001) Ping An Bank Co.Ltd(000001) Ping An Bank Co.Ltd(000001) \ disclosed the data of credit card business. Among the banks that have announced the number of new cards issued, the number of new cards issued by some banks has slowed down significantly.
In 2021 Industrial Bank Co.Ltd(601166) added 3079200 cards, down 1616200 from 4695400 in the same period of last year China Everbright Bank Company Limited Co.Ltd(601818) new card issuance was 6.8399 million, down from 8.3771 million in the same period last year. At present, among the banks that have announced the number of new cards issued, only Bank Of Qingdao Co.Ltd(002948) increased year-on-year. In 2021, the number of new cards issued by the bank was 964500, an increase of 31.65% year-on-year compared with 732600 in 2020.
Let's look at the asset quality data. In 2021, the non-performing rate of Bank Of Communications Co.Ltd(601328) , China Citic Bank Corporation Limited(601998) , China Merchants Bank Co.Ltd(600036) , Ping An Bank Co.Ltd(000001) credit cards decreased. The non-performing rate of Industrial Bank Co.Ltd(601166) credit card showed an upward trend. By the end of 2021, the non-performing rate of the bank's credit card was 2.29%, an increase of 0.13 percentage points over the end of the previous year. As for the reasons for the higher non-performing rate, Industrial Bank Co.Ltd(601166) pointed out in the annual report that according to the regulatory requirements, the bank tightened the recognition standard of overdue credit card loans in the fourth quarter of 2021. The time point of overdue recognition was earlier than the original rules, and some overdue and concerned loans were increased, but most of them were temporary overdue. After collection prompt, users can repay the loans without further migration to non-performing loans.
Su Xiaorui, senior analyst of Analysys analysis financial industry, said that at present, the cooperation expenses related to various external interests remain high, which brings large costs to credit card operators. In addition, under the downward pressure of the real economy and strong financial supervision policies, banks take the initiative to adjust their strategies, and their strategies for credit cards are no longer so radical. The era of rapid growth of credit cards has passed. It is expected that the number of new credit cards will continue to be stable for nearly two years in the future. According to Wang Pengbo, a senior analyst in the financial industry of Broadcom analysis, the cost of bank credit cards has been rising and the profit margin is decreasing in recent years, so banks should consider the final revenue balance. In a short time, the amount of credit card issuance has peaked, the growth rate will continue to decline, and the non-performing rate will be slowly controlled in a reasonable range.
extended service scenario
As the user growth bonus disappears and the scale expansion road is no longer applicable, the traditional credit card customer acquisition channel of sweeping buildings and selling cards by setting up stalls gradually withdraws from the "historical stage", which is accompanied by the retention problems of new users and existing users, and the refined operation is imminent.
The annual report also outlines the development path of the current credit card business transformation of listed banks. Large and medium-sized banks expand the credit card service scene by means of "combination fist" linkage. Through the integration of credit card and debit card business, we will further promote the integration of credit card and debit card business in 2021.
On the premise of strictly controlling costs, local banks have walked out of their own fine operation road. Through the implementation of the reform of large department system, Zhangjiagang rural commercial bank has integrated the retail business department, credit card and consumer finance department, channel management department and small and micro finance business department to enhance endogenous synergy Bank Of Qingdao Co.Ltd(002948) began to reshape the whole process experience of credit card installment business, combined with the customer group stratification model to improve the efficiency of business transformation.
In terms of marketing methods, most banks also began to walk on "two legs". When recommending debit cards to users, they introduced the concept of credit card marketing. In the early stage, they first contacted and communicated with users, and then "added meals" outside the existing debit card "package" to implant the credit card marketing mode.
Despite the rapid growth of credit card business in recent years, banks have encountered many challenges in the context of the rapid growth of credit card business. At the customer group level, the credit card crowd and online lending crowd intersected, and the quality of long lending and borrowers decreased, making the risk management of credit cards more difficult and overdue.
How do big retail "second half" banks develop credit card exhibition channels? In Su Xiaorui's view, the bank's credit card business needs to be combined with specific consumption scenarios and strengthened in card surface design. Different industry cooperation and cross-border joint IP can also be considered. In addition, it also needs to consider using technology to improve the card use experience. Wang Pengbo further pointed out that banks should form more linkage with financial technology platforms, increase the comprehensive coverage of offline physical consumption scenes, cooperate with platforms with strong demand and high-frequency viscous users, expand their radiation area, and try to unify online entrances as much as possible to maintain the continuous positive cycle viscosity increase of users.
