Economic Observer Reporter Wan Min On October 25, it was reported that on the first day of pre-sale, the sales of the live broadcast room was about 210 million yuan, while the GMV of the Li Jiaqi live broadcast room was as high as 21.5 billion yuan. On that day, the two top "Internet celebrities" affiliated companies denied the authenticity of the data.
Regardless of whether the data is really so popular, the popularity of this year's Double Eleven shopping season has come. E-commerce and banks and other consumer finance institutions have also laid out various discount promotions for bank cards, payments, and installments in accordance with the practice. In addition to more refined activity operation plans, how to convert external traffic into user activity in bank apps has become a new trend this year.
Consumer finance focuses on young customers
Ms. Li, who lives in Tianjin, told reporters that due to the impact of the epidemic, buying a house, etc., income fluctuates greatly. In the past, monthly credit card bills were often more than 10,000 yuan. In the past, most unnecessary expenses have been reduced in the past year. Most of the monthly credit card bills were three to four thousand yuan.
Once upon a time, urban white-collar workers aged 30-40 like Ms. Li were the main consumer force in various e-commerce shopping festivals. While paying for their beauty and clothing, they also purchased household daily necessities, small appliances and other products for the whole family. In the past two years, the sales of home office supplies have increased against the market, and the consumption of single young people has been paid more attention. The person in charge of Fenqile Mall under
Lexin told reporters that in this Double 11 event, in addition to consumer electronics and beauty accessories, the two categories that users traditionally love, it also brings clothing, sports, daily necessities, etc., which covers the comprehensive needs of young people such as "food, clothing, housing, transportation and play".
"It also provides more emerging consumer goods that young people love nowadays, such as ergonomic computer chairs, hair care and skin care nutrition products, pet food and other products, and they are more in line with the living habits of contemporary young people." The person in charge said.
Data released by the National Bureau of Statistics recently showed that online retail sales grew steadily. From January to September, the national online retail sales were 9588.4 billion yuan, and increased by 4.0% year-on-year. Among them, the online retail sales of physical goods was 823.74 billion yuan, an increase of 6.1%, accounting for 25.7% of the total retail sales of consumer goods.
Currently, China Construction Bank, Agricultural Bank, Bank of China , Minsheng Bank , Pudong Development Bank, Nanjing Bank , Zhongyuan Bank , etc. have released credit card marketing activities covering mid-to-late October to November. In the cooperation of external e-commerce, in addition to the main shopping festival platforms such as Taobao and JD , platforms such as Douyin , Pinduoduo, and Vipshop have gradually deepened their cooperation. In terms of marketing methods, credit card payment discounts, payment points, card swiping lottery and other ways are routine configurations, and some banks are also focusing on increasing the activity of two-way interaction with users in the e-commerce live broadcast process.
, such as Minsheng Bank, released a message through its official official account on October 26, saying that from October 20 to November 13, Minsheng Bank joined hands with leading e-commerce platforms such as JD.com, Alipay , and Douyin to jointly create a 11.11 special promotional event for "Gathering People's Birthday". These include two red envelope rain events on JD.com and the live broadcast of Minsheng Bank’s “Who is the Beijing-English Interactive Answer Questions” at 20:00 on November 6, and there are also payment coupons for 5-50 yuan off for purchases over 100 yuan.
As credit cards enter the era of stock competition, it has become a consensus in the consumer finance industry to study the portraits of different customer groups, targeted and refined operations, and to build commodity sales scenarios and financial service capabilities into a virtuous ecological model.
"Scenes such as Fenqile e-commerce and Maiya allow Lexin to obtain high-quality customer groups; high-quality customer groups continue to increase the scale and profit of Lexin consumer finance main business and ; the scale and profit of the main business continue to grow, allowing Lexin to accumulate rich data, thereby improving model and technical capabilities; the improvement of technical capabilities help Lexin further export capabilities to banks and merchants; the sharing of technological capabilities to banks and merchants allows it to attract more funds and scenarios; rich scenes and attract more high-quality customer groups, opening a new round of cycles, and forming Lexin's unique business ecosystem." The above-mentioned person in charge of Lexin Fenqile Mall told reporters.
Advanced refined operations
In early July this year, the China Banking and Insurance Regulatory Commission and the Central Bank of China jointly issued the "Notice on Further Promoting the Standardized and Healthy Development of Credit Card Business" clearly stipulate that banking financial institutions shall not use the number of card issuances, the number of customers, etc. as single or main assessment indicators, and the proportion of long-term sleep credit cards to the total number of card issuances of this institution shall not exceed 20% at any point.
This puts forward clear requirements for the long-tail operation of banks' credit card. Industry insiders generally believe that the credit card industry has entered the era of refined operating of existing stocks from the era of "land grabbing" for issuing cards. For example, in the third quarter report of 2022 released by Ping An Bank a few days ago, due to the impact of the epidemic, the total transaction volume and accounts receivable balance of credit cards from January to September this year decreased, but the bank "deepened the operation of existing credit card customers and promoted high-quality business growth. From January to September, the average daily balance of credit card circulation and installments increased by 21.4% compared with the whole year of last year, driving the rapid growth of credit card revenue." In addition to refining the preferences of young customers, the market of other segments cannot be ignored. Jin Tian, a senior researcher at the Digital Economy Research Institute of Central South University of Finance and Economics, believes that under the current market environment, consumer finance needs to further explore new scenarios and new needs of different segments of people. For example, the sales of new energy vehicles are growing rapidly, and installment car purchases and related aftermarket consumption are relatively active; ice and snow, camping, Frisbee and other related sports goods have emerged in the vertical market; the improved consumption of older consumers in food, health and other aging-friendly products has increased, etc.
Driven by existing thinking, more banks also hope to introduce Internet traffic into their APPs to form the main base for customer operations. A business manager of the credit card department of shares bank said that in this year's Double 11 event design plan, more considerations are given to driving the user activity indicators of credit card APP through the popularity of the shopping festival.
reporter found that this year many banks have designed interactive links in bank APPs. For example, Construction Bank Dragon Card Credit Card launched the "Alipay 11.11 Dividing 10 billion points activity". During the event from October 20 to November 11, after registering on the China Construction Bank mobile banking app, cardholders can use Long Card Credit Card to spend a total of 2,000 yuan through Alipay, and those who spend 200,000 yuan in the first 200,000 yuan can receive a comprehensive 50,000 points reward. Pudong Development Bank Credit Card launches the "1024 Code Full-Strength" activity: From October 20 to November 19, cardholders who have completed any qualified consumption will log in to the Pudong Xiben APP and enter the "66 Life" area, and can receive Xiaopu consumption coupons and other activities for free on the designated activity page.
Recently, banks have been scrambling to accumulate the number of users of APPs. On September 15, Agricultural Bank of China announced that as of the end of August, the number of registered customers of Agricultural Bank of China exceeded 440 million, and the number of monthly active customers (MAU) reached 170 million. On September 28, Industrial and Commercial Bank of China announced that its mobile banking customers exceeded 500 million, "one out of every 3 people in the country uses ICBC mobile banking ."
htmlOn October 25, the Financial Digital Alliance and UnionPay data jointly released the "Research on Credit Card Market under the Reshaping of the Epidemic" pointed out that consumption scenarios are the focus of the construction of commercial banks' credit card business. In the fierce competition in the consumer finance market, credit card business needs to strengthen consumption scenarios and actively seek external cooperation to achieve growth in customer scale. In order to fully cover users' consumption scenarios, banks need to fully deploy online and offline consumption scenarios, continuously expand and innovate scenario-based services, and guide and meet consumer needs."Under the influence of the epidemic, consumers' purchasing habits have gradually shifted from face-to-face offline transactions to e-commerce channels. Unlike the 1.0 era of physical cards and the 2.0 era of binding third-party payment, in the 3.0 era of credit cards and mobile phones, building an ecosystem with life scenarios and digital payment as the core has become an inevitable trend in the development of the industry." The report pointed out.
Jintian believes that credit cards cover not only the traditional bulk consumption scenarios that are larger in a single transaction and are more conducive to the transformation of consumer credit attributes, but also include new high-frequency consumption scenarios that are relatively small and scattered and can leverage more young people with insufficient coverage of traditional banks, which can create richer product innovation and differentiated pricing space for business development.
