With the the marketing era after the credit card, the bank's credit card playing full of personality and connotation of independent brand, is increasingly urgent. Brand to decide consumer awareness, cognitive Once implanted in the brains of consumers, it is difficult to change. So, who can become the first brand of the domestic credit card and will play a crucial role in its future market performance.
In the post-marketing era, whether conservative state-owned banks or forge innovative commercial banks are beginning to "customer value" client interests like the popular vocabulary talks about, and matching service strategies were launched with the system. At the same time, they will not dare to stop the pace of expansion, but no longer blindly caught up in the high-end customers the clip-clop of the Red Sea disease battlefield, the banks began to adjust their product line, and try to attract those who did not explore the potential customers group.
Credit cards target customers are sinking to the baby?
On Monday, One Group Corp Ltd received bank sent a very cute black and white pig "credit card, the same quarters of the students have around us, some of the girls in his eyes can not conceal the admiration. Earlier this year, the Industrial and Commercial Bank of China and China UnionPay jointly launched the 'happy' pigs' blessing "the series theme Peony credit card, a black and white two pig shape from a popular cartoon image. It is said that the ICBC to pay the cheap brands use fee.
See the Industrial and Commercial Bank of this card is well-intentioned. This year is just more mass the more fire "Golden Pig" year (actually a fire pig), Industrial and Commercial Bank first in product design is designed to meet the public's love pigs "psychological designed four series of credit card products are: "pig" associated Bige (Love), "pig" willing OK (Friend), the "pig" blessing lifetime (Baby), "pig" Tongda (success), two of each series. "We want to manifestations of affection between people in black and white two pigs, friendship, love and the pursuit of a successful career, expression of mutual good wishes." Guangdong Branch of Industrial and Commercial Bank Credit Card Center Deputy General Manager Xu concentrated Bo Introduction to the correspondents.
Behind the launch of the "black-and-white pig" credit card, has a deep implication. ICBC Peony Credit Card always gives the feeling of staid, its target customers are mostly successful elite. The Industrial and Commercial Bank of Ken postures, fashion and popular route change to go, in large part, by the stimulation of the cutting-edge commercial banks such as China Merchants Bank. Last year, China Merchants Bank launched HELLO KITTY popular credit card, which captured the heart of a large group of young people is because with the HELLO KITTY brand appeal. ICBC's move although the number is a little follow suit, but because more than one occasion the Year of the Pig gimmick, I believe that there was still a lot of gains. "In less than two months time, the country 'black and white pig' card volume has more than 1.5 million." ICBC claims.
In addition, an easily overlooked detail, the Industrial and Commercial Bank of the issue of "black-and-white pig" credit card into a normal amount of cards and low-limit card. No difference between the former and the other credit card. Low-limit credit card is not a standard, low credit limit, the cardholder first to Cary consumer save money, for example, you deposit into 100, then your credit limit is $ 100. But when the cardholder through a period of normal use card repayment, the Industrial and Commercial Bank based on the customer's consumption to gradually increase the credit limit, the low limit card will gradually become the standard credit card.
This suggests that the Industrial and Commercial Bank of China's ambitions. ICBC blue ocean areas, attempting to cut a credit card consumer groups Generally speaking, bank card issuers target customers are a stable source of income white-collar class, even college students has long been the bank as the next piece of fat. In the backdrop of increasingly saturated market, how to further tap the lower consumption levels of customer banks became a breakthrough. But the the issuing object sink accompanied unpredictable financial risks, so who did not dare to act rashly.
Industrial and Commercial Bank of course aware that a high-risk move, but it seems to find a preventive Road. 'Happy' pigs' Foca low limit card for a non-competitive market, we have a credit card issued to those present income is not very high, but the future is the development of potential customers is wide into the low amount Xu concentrated, multi-purpose, the upgrade new card-issuing process design, so that you can cultivate the relationship between the cardholder and the bank's credit. "Bo apparently ready or not.
More interesting, the Industrial and Commercial Bank of China's "black and white pig" baby directly aimed at the "pig" baby was born in 2007. Industrial and Commercial Bank of promotional materials sensational text reads: pig baby's parents apply for the set 'pig' blessing life ", will bring their baby with a lifetime of blessings and lucky!
However, the low limit card can really impress the low-income, low-consumption crowd? First save consumer with no difference to the ordinary consumer savings card, the environment everywhere their credit card will not they bring a certain amount of psychological pressure, the use of a low amount? Although it is possible through the use of a higher credit limit, but this upgrade is no different from the play with the game in the end how many people have the patience? This reporter a small-scale survey of some low-income people, most answer is: "I would rather wait their income is high enough, to apply for an overdraft ordinary credit card, this card, I'm afraid of what others say my hat and no cattle, and too much trouble. college students Fan Linlin also admitted that he did not go to apply for a low-limit card around classmates have overdraft credit.
In fact, the Guangdong Development Bank, the early years of the launch of the low-limit card, then a credit card or a status symbol, the average person it is difficult to apply to get, so a low limit card or win a certain market. Today, the passage of time, the Industrial and Commercial Bank of walking a fine line might not look good.
As for the "Baby Plan", is largely wishful thinking. Listen to in the Year of the Pig on the upcoming birth of his parents, the young couple how to say: "do the credit card to the baby? Too far ahead of it. Least to wait for him to grow up to the age of 16 can rest assured to him, will not be necessary."
While creativity is not stunning, from the black and white pig "who we see the transformation of the Industrial and Commercial Bank of China, represented by state-owned banks in the credit card marketing ideas and concepts from Merchants, GF, CITIC and other commercial banks in the credit card business continues to innovation and rising let them feel the pressure. The homogenization of competition means the state-owned banks are relatively slow reaction and how much to make them a little powerless. So, in terms of product innovation, market segments, service upgrades greater as to become a centralized state-owned banks made power point.
However, if we opened their eyes, you will find the Industrial and Commercial Bank of China's "black and white pig Series card in addition to the two pigs even more lovely, it is easier to get fashionable women and girls of all ages, it is inadequate in other areas. First of all, this artificially set several themes, such as friendship cards, love cards, baby cards, business card tricks, other banks has long been used indiscriminately. For example, the early years of a genuine GF card, positioning "domestic first women-only credit card, the fact is women theme card. Subsequent the flooded tourist card, business card, college students cards, sports cards, etc. No not to follow suit to make. Secondly, the "black-and-white pig" in Japan may be a popular cartoon image of women and children, but for many consumers, it is a strange term, when a cartoon image in the country can not be like QQ become popular and cultural symbols its credit card sales Rally in the end how much it is worth we suspect.
These problems may even top managers of the Industrial and Commercial Bank of clear answers as reporters to throw the question to them, the answer is "inconvenient answer. In fact, from the correspondents interviewed Contact ICBC process can be seen self-contradictory concept overly conservative behavior. For example, they really want to the Articles' help 'black and white pigs' the publicity propaganda ", but do not accept the face-to-face interview. Reporters submitted in writing and not sharp interview outline, get a written reply to the most evasive news release material.
Trap of credit card marketing differentiation
Has long been the major banks as kingly bailout after the credit card into the white-hot competition, seeking differentiated marketing strategy. Things they imagine that better?
The card then GDB truth, by virtue of the first domestic women credit card "gimmick, quickly cut into the mature female consumer groups. GDB card design, merchants, developers, and gifts are fully taken into account the female consumer preferences in order to curry favor with female customers. Such as the development of the merchants are mainly concentrated in the clothing, beauty, fitness and other fields, including a large number of well-known female brand; provide English courses for young women keen; open card Gift and Loyalty gifts are also the favorite of women, such as rogue rabbit. GDB also cooperate with the insurance company the truth card as long as the user reaches a certain points, the female exclusive "fertility" insurance. Many additional services stimulated truth card became the female sought after hot spots.
GDB truth card market segment strategy success, greatly stimulated the other banks. Then, to go the route of market segmentation almost become a trend. Light blatant copying the truth card marketing ones have sun Iraqis card Everbright Bank, Huaxia Bank Beauty card. Like travel card for travel enthusiasts, sports cards for sports fans, for the civil service groups, civil servants card, for schools alumni Alumni Card ... concept after another. But soon the bank found that more people do not buy it.
"The main reason is not the enthusiastic response of the market to these banks is to focus only on the product segments, rather than real demand from consumers to provide the financial and value-added services in place." Who GDB truth card offers marketing services Guangzhou Sang Advertising Co., Ltd., general manager Zhang Huan pointed out sharply. In fact, the bank's practice a bit like a specific consumer groups to make a product, and then waiting for the customers to gather to this product.
The actual situation is a "donkey" is not necessarily see on your travel card, as many other bank credit cards can provide a package of value-added services in the tourism travel links, such as flights, hotels, car rental, insurance, emergency medical care. Derived in this tourist card service is not excellent than the other banks, customers will choose a more strong, service coverage greater credit card brand, after all, not many people like to own wallet stuffed with all kinds of bank cards.
Moreover, like travel card such practices, the most critical is to see whether the image Youhui as to create a communication platform for people to have a sense of belonging and a common language, a genuine culture circles, cardholders interaction and communication opportunities, and then through some interactive marketing to expand the circle.
As for the alumni card, has a number of banks, joint college issue, the Construction Bank and Tsinghua University alumni teamed up to launch Dragon, launched jointly with the Xiamen University, Xiamen Dragon, launched by the Bank of China and the Shanghai Jiaotong University alumni affinity card, etc. and so on. Reporter access to the of several banks alumni card operation found are much the same. Such as Tsinghua Alumni Card, all through the card's normal credit card spending, Construction Bank will be back to Tsinghua University, a certain proportion of this card and through direct donations to the Tsinghua University. The cardholder's main interests are: the alumni card to enter the alma mater campus card to book in advance alumni activities room free of charge to carry out the alumni events, go to the library to borrow books, and so on.
Every alumni holding return to his alma mater's passion stick with Alumni Card Spending? Confined to his alma mater, the range of value-added services places Alumni attractive? "Zhang Huan asked. Zhang Huan's questioning was justified, because allowing consumers to establish a financial product loyalty, largely depends on the product's powerful financial functions and comfortable consumer services. On some of the emotional value of additional financial products is not impossible, but the key is to look at its financial function and emotional function No perfect combination rely solely on sentimental value to sell a product is clearly too reluctant. The reporter who interviewed several alumni card holders, their answer is a little awkward: "At first, because of the sensibilities do one, but rarely used. Mainly inconvenient, I can not in order to borrow a book ran back to Shanghai to go. "
In addition to the numerous theme cards, the same popularity as well as co-branded cards, the Gome card like the Industrial and Commercial Bank, China Merchants Bank, Olympic card, and so on. Strong alliance between this brand can indeed attract the attention of many consumers, such as holding the Industrial and Commercial Bank of Gome Gome card to buy appliances can enjoy more benefits, it seems worth having, but the fact is this it?
Zhang Huan, who has studied the characteristics of consumer psychology cite an example: "If I only want to buy home appliances, often flying, usually also like sports and fitness, may I also like to travel, and I to do a number of credit cards in the end? for consumers, if you have a credit card can fully meet these needs, to form a complete value-added services value chain, he will choose this function powerful standard credit card, rather than a single co-branded cards and theme cards. " The data also show that the cardholder base of co-branded cards is not only the number of active card is not high. Quite a few people holding a collection of credit cards psychological bid.
In fact, regardless of the topic card Hao branded cards worth mentioning, they are definitely worth the differentiation strategy, if used properly, can also play a good marketing and customer mining effect. However, if only to use them as a means staking ignored consumers real consumer demand, not to provide them with a thoughtful, Value late service, the bank very easy to fall into a trap differentiated marketing, and ultimately will be affordable to the supremacy of the consumers abandoned.
The credit cards after marketing internal strength
He Dongwei presence of reporters open his wallet counted, and a total of Merchants Bank, ICBC, GDB, CITIC Bank credit cards. In a foreign enterprise company served as director of marketing for the He Dongwei often travel, so the opportunity to use the credit card of the relatively more, even so, he also admitted, "often used is China Merchants Bank credit card, and other basic do not. Because Commercial Bank of China Merchants line the service good. more comfortable with them. "In other words, the other three are basically the sleep card.
How the credit card to activate most of the sleeping is the vexing problem faced by all card-issuing bank. Because according to the number of card-issuing banks announced, ranging from several million to more than tens of millions, its the effort to circle more customers, it is better to concentrate on dealing with the steak to the table. McKinsey recently released a research report also pointed out that the credit card issuer in China need to change only attach importance to seize the market will shift its strategic focus to the profitability of the account management up to avoid the Chinese credit card market as a whole toward the edge of the loss .
The cardholder has no need for a credit card to pay any fees, how to encourage customers to cycle to generate recurring interest card or extraction businesses rebates Bank became offensive core. Around this core, the banks began another round of marketing contest.
CITIC Bank in 2005 to become a domestic VISA Platinum card issuing bank, and bring more customers through word-of-mouth marketing, its secret is that the CITIC Bank Platinum Card customers can enjoy free banking, shopping discounts, in cooperation with airlines credit card will receive a ticket, insurance, high value-added services to its VIP by booking free test drive a Cadillac touring car to the airport to get extraordinary distinguished experience.
Now, already more than CITIC Bank one can provide such services. Credit card gift insurance, merchant discount, global emergency medical support for the travel consumer interest free installments no longer fresh tricks. The problem is, when all banks can provide almost the same additional services, and rely on to keep the heart of the credit card user?
"In fact, consumers do not care whether you value-added services creative they care about is whether they can get really yet personalized service. Many banks to develop customer to make a lot of seductive promise, and in fact can really do And make few, final customers or defected When it comes to those banks do. "said a long-term marketing experts working in the financial services research.
This is true, this is a God-conscious consumers are increasingly era, the user experience is the main criteria of the decision to brand loyalty. Looking at the domestic banking sector, in addition to several real pursuit of customer value oriented commercial banks basically "customer first" service standards, increasingly focused on the a thoughtful consumer services, the more we appear still counter cold faces. A credit card user said something intriguing: "The reason why a lot of credit cards are sleep card, because many of the basic services provided by the bank and the value-added services asleep, or has been in a semi-waking state."
HSBC in Hong Kong practice it may be worthwhile to learn from domestic banks. As one of the largest banks in the Hong Kong branch, which has considerable hardware facilities. Holding HSBC credit card withdrawals consumption, at 4.2 million merchants around the world in the World 9000 Global through ATMs and 200,000 contracted service agencies. HSBC credit card in order to attract more users, also comes with an additional three kinds of service: First, the 30-day Purchase Protection, things purchased by credit card if damaged, stolen, entitled to compensation of HK $ 3,000; Second global travel insurance, cardholders during the tour entitled to personal accident insurance of up to two million Hong Kong dollars, including compensation for lost luggage, legal support and accidental medical allowance; Third, emergency medical support, as long as the cardholder phone local hotline can be by medical counseling and referral services. The same time, have a credit card can enjoy discount car rental Shoppes at several consumer, but also by integrating the plan in exchange for a cash coupon of Hong Kong, a number of boutiques and restaurants.
"As can be seen, HSBC's value-added services and not too fancy place, but each of these services is very practical and solid. Took 30 days shopping guarantee domestic banks which one can do? Up to 200 million HK worldwide travel insurance can give the cardholder how the sense of security, we are also not hard to imagine. "an industry source HSBC practice quite appreciated," If our domestic banks in the late service on the founding, more attention to detail and practicality, will retain more customers. "
"Activate" sleep card password sometimes as simple like Open Sesame spell just want our bankers too complicated, but easy to forget some of the most essential things.
Who will be the domestic credit card brand?
Mention world-class credit card brands, a lot of people are familiar with the credit card blurted out: American Express, Citibank Credit Card, HSBC Credit Card ...
If you list the domestic credit card brand, what is your first reaction? Credit Card Merchants Bank, CITIC Bank credit card, or the Industrial and Commercial Bank of Peony Card, Construction Bank Dragon? From the reporter made a random survey of domestic apparently has not a very strong brand credit card can firmly occupy the resources of the consumer's mind.
Express Card in the United States, has a very natural and necessary thing, because it can be 24 hours a day for U.S. residents to provide a variety of convenient services, American Express Card is almost indispensable partner in life, and it can provide extremely personalized service, will always bring you unexpected surprises. As America's best-known credit card brand, its brand influence can be imagined. Citibank credit card as an operation very mature veteran credit card, has long been a recognition of the wider population outside of the United States, will be a lot of active users in Hong Kong.
In the country, many banks just to stay in the primary stage of product innovation and marketing differentiation, or eyes stare at competitors, a find each other quickly, some move to emulate, and the credit card brand building "retreat" thing seems not cold. China Merchants Bank, be regarded as an earlier brand consciousness bank, also recently hired the world because it is the beginning he gave the credit card business as one of the three core brands, in recent years, has been continuing to strengthen their own credit card brand in a variety of marketing activities, The famous young pianist Lang Lang as a brand ambassador. China Merchants Bank credit card brands list "just announced" won the prize of the the most cardholders welcome standard credit card brand. This corresponds to the market share of the China Merchants Bank credit card is also the highest.
But even such a bold break with the commercial banks of China Merchants Bank, its credit card brand positioning is still fuzzy. "Because of you, the dream of success is positioning the image of the whole of China Merchants Bank, and efforts to pass a constantly seek change and customer value oriented, flexible and friendly image, and no credit card this fist publicity an independent and clear ideas. "For example, CITIC Bank Platinum Card preached 'honorable', positioning the GDB truth card 'women-only'. Merchants Bank credit card positioning is' the most popular credit card ',' most convenient credit card 'or' most stylish credit card ', it is ambiguous in the minds of many people. "Chen said, a brand consultancy firm Brand Director.
However, the credit card as a very personal and special financial products, at this stage it is difficult to let it from the mother exists as an independent brand, it must be attached to a strong endorsement of the bank brand slowly growing. The specific context of the maturity of the credit card consumer culture, and lack of domestic banks only to emphasize the credit card product features and added value in order to win the market, which is the domestic credit card brand positioning is fuzzy, mainly due to the lack of personality.
But with the advent of the era of credit card marketing, how the bank's credit card to play independent brand full of personality and connotation is increasingly urgent. Famous brand expert Al. Reese pointed out that the industry is the ultimate winner will be the top three brands in the industry or category. Brand to decide consumer awareness, cognitive Once implanted in the brains of consumers, it is difficult to change. Moreover, once a person establish a brand loyalty, he also enthusiastic to relatives, friends and colleagues of the surrounding recommend this brand. So, who can become the first brand of domestic credit card, will play a crucial role in its future market performance.