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Credit card points rule intensive adjustment online transaction points more "valuable"

via:新浪科技     time:2022/8/6 11:03:04     readed:174


Our correspondent. Lee & have spent Ice & have spent Yu Junyi

Recently, a number of banks issued intensive credit card rules to adjust the announcement. A few days ago, China Citic Bank announced that the bank's credit card score rules will be adjusted starting from September 14, 2022 (subject to the actual implementation date).

"Securities Daily" reporter carding found that in recent years, many banks to credit card score rules and card strategy for detailed adjustment. Including the cancellation of some merchant categories of credit card transaction points accumulation, increase online payment accumulated points rights and other rules.

  Banks force online integral sales

In order to provide better card services, China Citic Bank will add the following payment channels to accumulate points for transactions, including Douyin Pay, DuoduoPay, VipPay and Suning Pay, according to the bank.

Reporters found that since the beginning of this year, a number of banks have adjusted credit card score rules, which are generally increased online payment channels of points rights. For example, Ping An Bank announced on January 28 that it would increase and clarify the scope of transactions that can be counted points: it would clarify that transactions carried out on wechat Pay, Alipay Pay, Jingdong Pay, Meituan Pay and other platforms can be counted points; Industrial Bank announced on July 26 that starting from September 1, 2022, customers will accumulate points for online transactions through Douyin Payment and Industrial credit cards. China Construction Bank announced on August 1 that since September 16, Dragon card cardholders have accumulated comprehensive points by swiping their cards, and no longer accumulated special points. The calculation method, validity period and redemption method of points are implemented relevant rules of comprehensive points.

At the same time, a number of banks "fancy" force online integral marketing. For example, Xiamen Bank announced in May that the first signing of a credit card binding wechat Pay, Alipay public account transfer reminder to give 1000 points; On June 30th, the credit card of Zhangjiagang Rural Commercial Bank officially launched the "Fission Partner Activity". Customers can get 10,000 points every time they successfully handle the products such as Loyou money and large installment if they meet certain rules and conditions. In July, Beijing Rural Commercial Bank credit card holders can pay 6 yuan +6 points for a 29 yuan Luckin coffee coupon during the event. A few days ago, Wuhan agricultural and commercial bank credit card during the activity to use Alipay life fee to enjoy the full amount of immediate reduction activities.

In the opinion of Ren Liyong, product director of Zhongguancun Kejin digital marketing Division, the characteristics of credit card points business and digital marketing are very consistent, its essence is based on the fine operation of user stratification. "As credit card bonus rights are more applied to mobile payment scenarios, it effectively promotes high-frequency payment behavior of cardholders. "Card issuers can use their credit card transactions to build a 360-degree portrait of a user based on a tagging system, providing unprecedented insight into a consumer's spending power."

  The gold content of offline transaction points is weakened

Looking at the whole industry, "Securities Daily" reporters combed and found that in the past two years, including Ping An, Minsheng, Guangfa, Everbright, postal savings and so on, a number of bank credit card centers have adjusted the credit card score rules. While banks are increasing online consumption points, they are also gradually tightening the rights and interests of offline order collectors to trade points.

Taking 2022 as a model only, the credit card center of the Bank of Beijing said that since March 24, 2022 (inclusive), transactions accepted by 19 payment institutions will no longer accumulate points. According to wechat Business Bank, starting from July 1, 2022, points will no longer be accumulated for the 19 merchant numbers receiving orders. Starting from July 20, 2022, the new six third-party payment institutions will not accumulate points for transactions accepted, Industrial Bank said.

In addition, some banks cancel the accumulated credit card transaction points of 52 designated merchant categories at a time when adding the accumulated credit points of wechat Pay, Alipay, Jingdong Pay, Meituan Pay, Suning Pay, MiPay, Pinduoduo Pay and Vipshop Pay.

In the view of the industry, banks on the one hand increase the online payment points rights, on the other hand tighten the offline order collection institutions transaction points rights, which is conducive to the precise attack on the "wool party".

"This is intended to encourage cardholders to 'earn points' by swiping their cards online rather than' pull off points' by swiping their cards offline." Xingtu Financial Research Institute researcher Huang Dazhi told the Securities Daily that many banks adjusted the points rules, which means that the gold content of offline trading points continues to weaken, online trading points will be more "valuable".

Ren Liyong said that it is the development trend of the industry to incentivize points for emerging payment channels, and the core reason lies in the migration of user payment scenarios. On the one hand, it can form a first-mover advantage for card issuers to seize new payment scenarios. On the other hand, it can continuously and effectively activate users, build a new digital marketing system for card issuers, and enable the growth of other businesses.

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