"Dormant card" clearing out the big move to accelerate the refinement of credit card management-clevelanddrifters.com

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"Dormant card" clearing out the big move to accelerate the refinement of credit card management

time：2023-01-28 08:46:48 source：clevelanddrifters.com author：Market analysis

"Dormant card" clearing out the big move to accelerate the refinement of credit card management

It has been more than two months since the new regulations on credit cards were released. A reporter from China Securities Journal found that a number of banks recently issued announcements to clean up long-term sleep credit cards and increase the rectification of credit card business. In addition, by combing through the semi-annual reports of A-share listed banks, it can be found that in the first half of this year, the issuance of credit cards by many mainstream banks has slowed down, and the overall increase has been small. Industry insiders believe that the growth potential of the credit card market by relying on new card issuance is limited, and credit card operation and management should be further optimized, and customers' willingness to use cards should be enhanced through refined management and service capabilities. Long-term dormant credit cards will be cleaned up A few days ago, Zhejiang Mintai Commercial Bank issued an announcement stating that the bank will start from November 15 onwards. In other cases, the sleep credit card will stop using the card service and go through the account cancellation procedures. Previously, China Everbright Bank, Muyang Rural Commercial Bank, Shanghai Rural Commercial Bank and other banks have issued announcements on the suspension of long-term sleep credit cards. Shanghai Rural Commercial Bank stated in the announcement that starting from October 1, the bank will gradually stop using the card service for sleep credit cards that have not been activated for a long time or have not undergone active transactions for a long time. To keep the card service, the cardholder must actively use the card before October 1. A relevant staff member of a bank told the China Securities Journal that the purpose of this move is to protect the security of customer accounts and card-using rights, and to prevent customers’ credit cards from being stolen or used for telecommunication fraud and money laundering. In addition, Bank of Zhengzhou, Bank of Jiangsu, Zhejiang Mintai Commercial Bank and other institutions have successively set and adjusted the upper limit of the number of cards held by credit card customers. For example, the Bank of Zhengzhou stated in the announcement that it will set a cap on the number of cards issued by institutions for a single customer. The maximum number of valid credit cards held by the same customer in the bank is 8 (including 8), and the cancelled cards are not counted. The maximum number of supplementary cards that can be applied for under the same main card name is 8, including cancelled cards. Breaking the "quantity-only" evaluation system Previously, some credit card marketers would repeatedly issue cards to customers and open cards at will in order to complete their performance. A staff member of a bank's credit card center revealed: "The number of credit card issuances is directly linked to performance, and excessive card issuance sometimes occurs, and some banks issue less cards, which leads to more sleep cards. Since the 'broken card' action, we have Increased attention to such behaviors." On July 7, the "Notice on Further Promoting the Standardized and Healthy Development of Credit Card Business" issued by the China Banking and Insurance Regulatory Commission and the People's Bank of China pointed out that banking financial institutions shall not directly or indirectly use the number of cards issued. , the number of customers, market share or market ranking as the single or main evaluation indicators. The notice stipulates that banking financial institutions should continue to take effective measures to prevent risks such as counterfeiting and fraudulent card application, excessive card application; set an upper limit on the number of cards issued for a single customer; strengthen the dynamic monitoring and management of sleep credit cards, and strictly control the proportion; for 18 consecutive months The number of long-term sleep credit cards with no active transactions by customers and the current overdraft balance and zero overpayment should not exceed 20% of the total number of cards issued by the institution at any point in time. Policies and regulations require additional policy functions issued by banking financial institutions Except for the credit cards that exceed this ratio; banking financial institutions that exceed this ratio are not allowed to issue new cards. The relevant staff of the China Merchants Bank Credit Card Center told the China Securities Journal that the upper limit requirement for the proportion of long-term sleep cards can to a certain extent curb the one-sided business goal of simply pursuing the number of cards issued, which is of positive significance for the stable, sustainable and healthy development of the industry. "This measure can effectively prevent excessive card issuance, and promote banks to enter the stage of refined operation from extensive credit card management, breaking the 'quantity theory' evaluation system." Towards refined management, the semi-annual reports of A-share listed banks can be found. , As of the first half of 2022, the growth rate of card issuance by some banks has slowed down, with a small increase. The growth rate of card issuance of ICBC was 0.61%, that of China CITIC Bank was 2.07%, and that of Minsheng Bank was 2.9%. The "2022-2026 China Credit Card Industry Development Prospects and Investment Risk Analysis Report" previously released by the China Research Institute of Puhua Industry pointed out that as the penetration rate of credit cards in the target urban population is close to saturation, coupled with the impact of Internet consumer financial products on the credit card business The impact brought by the new credit card market has limited potential to promote the growth of the credit card market. It is an irreversible trend that the credit card market has changed from relying on scale growth to stock mining of existing users. A reporter from China Securities Journal noticed that some bank credit card businesses are moving towards refined management. For example, China Merchants Bank focused its credit card business on "attracting young customers" and "improving intelligent service levels". In the first half of the year, it launched a Douyin co-branded credit card; it upgraded "customers looking for services" to "services looking for customers" ”, driven by financial technology, take the initiative to attack when customer needs arise, and improve service interaction efficiency, experience and value. Industry insiders pointed out that we should say goodbye to rough scale expansion, further optimize credit card operation and management, and pay attention to the active performance of customers.

(Responsible editor：Garbage)

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