With the epidemic under effective control,

urban roads have returned to the busy scene of the past.

Data show that the current number of cars in my country is about 260 million, of which Guangzhou has 2.803 million cars. With the increase in the number of "car owners", the automobile consumption market has become increasingly powerful, especially the consumption power of car owners. Major banks have successively launched car owner and car type credit cards (hereinafter collectively referred to as "car owners") specifically targeted at car owners' consumption scenarios. Car owner card").

It is understood that most of the rights and functions of the car owner's card are developed around car owners, allowing car owners to combine their cars with credit card consumption scenarios, in order to provide car owners with a better consumption experience. Common car owner card privileges include gas discounts, car maintenance, roadside assistance, driving services, etc. Additional product privileges also include gourmet dining, hotel privileges, etc.

So which bank's car owner's card

is the most popular among the public,

which car owner's card has the most "favorite" benefits,

In order to gain insight into the dynamics of the credit card industry and understand the satisfaction of major car owners with card use, the Information Times, which has always been close to people's livelihood and speaks for the people, launched a people's livelihood survey questionnaire from May 7th to May 14th this year. A survey on car owners’ credit card consumption behavior (hereinafter referred to as the “survey”).

This survey relied on the Information Times to publish a public questionnaire to citizens on the official website, WeChat ID and the WeChat community e-Jietong Street public account, and received nearly 14,000 survey results representing the voices of car owners. .

In this regard, industry experts and analysts pointed out that although the development of credit card product segmentation and "narrowing" is urged by the general trend, overly complex rule settings are not friendly to users. Automobile service rights and interests are the core of the car owner card. When choosing a card, cardholders should "not choose too many, but only the suitable ones."

Analysis of survey content

Nearly 90% of car owners have applied for car owner cards

The proportion of male to female respondents in this questionnaire is 62.14% and 37.86% respectively. It shows that there are obviously more male car owners than female car owners. The car owners surveyed are mainly those born in the 80s and 90s. The proportions of those aged 20 to 29 and 30 to 39 accounted for 41.1% and 42.67%, respectively. *** A total of 72.34% of the respondents have a bachelor's degree or above. The highest proportion of respondents is 37.76% with a monthly income between 6K and 9K, followed by 31.84% with a monthly income of 3K to 6K, and 16.41% with a monthly income of 9K to 15K.

The booming automobile market has brought business opportunities for car owner-related services. Market data shows that automobile consumption accounts for about 10% of total retail sales of consumer goods. In 2019, my country's total retail sales of consumer goods was roughly 41 trillion, and cars accounted for nearly 4 trillion. In this survey, 87.43% of 12,779 car owners said they had applied for credit cards related to car owners’ life services.

The three major rights and interests of parking, refueling, car washing and maintenance are the most popular among car owners.

As a credit card for car owners, the related rights and interests are naturally inseparable from car consumption services. From a consumer perspective, whether the car owner card fits the vehicle's consumption scenario and personal consumption preferences determines whether the car owner card is "down-to-earth" and suitable for the car owner. Such as vehicle refueling, parking, repair and maintenance, roadside assistance, insurance, etc. This part of consumption is "rigid consumption" for car owners. Therefore, when banks issue car owner cards, they take into account the car owner's consumption scenarios and negotiate with car owners. Cooperation with service providers and joint card issuance provide cardholders with some preferential discounts, special rights, etc. in automobile consumption scenarios. On the one hand, this allows cardholders to have a good card experience, and at the same time, they can also feel the real benefits. This kind of car owner card is a product that is both popular with car owners and has market competitiveness.

Judging from the results of this survey, among the service functions of the car owner’s card, there are discounts on parking fees paid by WeChat, Alipay, and UnionPay APP, as well as gas discounts (discounts, cashbacks) and Complimentary or discounted car washing, waxing, and maintenance services are the rights and interests that car owners are most interested in, accounting for 66.73%, 61.79%, and 45.69% respectively (this multiple-choice question is a multiple-choice question, and the total percentages may exceed one percent. 100), which is consistent with the positioning and main rights and services of the car owner card. It also shows that in car consumption, the three major basic services of parking, refueling, and car washing and maintenance are the most important to car owners.

The convenient way to use gas discounts is favored by car owners

The recent international oil prices have been like a "roller coaster", among which the most sensitive to oil prices are the car owners. Although the rise of new energy vehicles is gaining momentum, fuel vehicles are still the mainstream of the current automobile market. Therefore, no matter whether the oil price "goes up" or "falls", the consumption of refueling can be said to be "rigid consumption" for car owners.

As an "important role" in the design of car owner's card products, gas discounts and benefits are definitely an element to measure whether the card is "valuable". From the perspective of car owners, if they can make good use of the refueling discounts provided by the car owner's card, it may help car owners enjoy the "lower price" of refueling. In this questionnaire survey, the survey on gas discounts was the focus of the survey, and the opinions of the majority of car owners were understood from three different dimensions: how to use discounts, how to pay, and how to receive gas gold.

As the easiest way to use discounts, directly deducting part of the amount when swiping a card for refueling has been favored by the most car owners, with the proportion approaching 40%. As a traditional stored-value refueling product, gas station fuel cards are closely Followed by 25.65% of the car owners who chose to recharge the stored-value card for fuel, and received two indirect discounts of electronic fuel cards, discount coupons and points in the card to redeem fuel fees, with 15.99% and 15.67% of the choices, but for fuel Multiple points rewards are a bit tasteless, with only 3.53% of car owners choosing it.

The "contactless" electronic payment method has undoubtedly brought convenience to citizens, especially when the epidemic was raging some time ago, electronic payment provided half of the sky for payment security. However, the different usage channels of electronic payment have brought another "choice question" to users. When using car owners’ cards to enjoy gas discounts, 45% of car owners believe that binding credit cards to WeChat, Alipay, Cloud QuickPass APP and other QR code scanning online payment channels are the most commonly used, and using physical cards to swipe cards and QuickPass transactions at gas stations also accounts for 32.39%. This means that the use of gas discounts is no longer limited to swiping cards and requiring the presentation of physical cards. More importantly, whether the discounts can also be enjoyed on online payment channels and platforms, 19.29% of car owners still choose to use gas cards to refuel after recharging to the gas card. The use of gas discounts for cash transactions is relatively rare, with a proportion of only 3.53%.

It is understood that some of the fuel discounts of the car owner card also include cash back rewards. If the consumption reaches the standard, additional cash refueling money will be returned to the account. This is undoubtedly an additional "surprise" for car owner card users. 36.17% of car owners choose active and self-service payment methods, i.e. manually collect refueling funds online and into their accounts. 28.45% of car owners choose to return the refueling funds after loading or recharging the fuel card. In contrast, the automatic refueling amount is automatically cashed back. 28.08% of car owners choose to account. However, exchanging gas money for gas cards or other consumer rights only received 7.31% of the votes in this question.

In terms of comprehensive gas discounts, convenient methods of using gas discounts such as direct use and storing value on traditional gas cards are the most popular, and the cashback discount is "the more direct, the better." The tide of electronic payment has also swept the car owner card market. In addition to the use of physical cards, the utilization rate of different online platforms and the construction of the own card-issuing bank platform are equally important. Therefore, “convenient”, “online” and “direct cash back” have become key words in gas discounts.

Additional benefits: Car owners appreciate hotel discounts the most

In addition to gas discounts, car owners generally have huge consumption potential. How can issuing banks open up a broader consumer market for them? Providing additional benefits should also be considered. For cardholders, if a card can not only meet the consumption scenarios of car life, but also enjoy more rights and interests, this will also make the card silently "add points" in the hearts of cardholders.

Survey results show that the three most common credit card rights include hotel rights (points redemption, swimming fitness, room upgrades, etc.), sports rights (golf driving range, tennis, equestrian, etc.) and health rights (physical examination) The proportions of additional rights and interests that best represent car owners’ “favorites” are 65.58%, 56.19% and 40.86% respectively. Food, dining discounts and travel rights (airport transfers, lounges) were also chosen by 35.21% and 32.46% of car owners. (This is a multiple-choice question, and the percentages may add up to more than one hundred percent).

Comparison of the pros and cons of banks

Highest satisfaction: China Construction Bank and Agricultural Bank of China are among the best

Compare car owner cards on the market, card discounts, discount rules, additional benefits, etc. Each has its own merits and characteristics. But overall, when it comes to the car owner card market, who is the market leader? The results of this survey show that from the perspective of the volume of car owner cards, the four major banks undoubtedly occupy the majority. China Construction Bank (Longche Auto Card) and Agricultural Bank of China (Guangdong Yuetong ETC Credit Card) are ranked first and second in the car owner cards that satisfy car owners the most. This was followed by Bank of China (Great Wall Global Auto Credit Card) and Industrial and Commercial Bank of China (ICBC Auto Plus Credit Card). Other companies that received more than 20% of the votes were Bank of Communications (Co-branded Credit Card for Tuhu Car Ownership) and Postal Savings Bank of China (Postal Savings Bank of China Car Owners Card).

From the perspective of joint-stock banks, China Merchants Bank (Car Car Credit Card) and Ping An Bank (Ping An Good Car Owner Card), representatives of the two major retail banks, rank first among joint-stock banks. China Guangfa Bank (Guangfa Standard Car Owner Card) credit card) follows. Industrial Bank (Industrial Oil Card), China CITIC Bank (CITIC Standard Car Owners Card) and Shanghai Pudong Development Bank (CNPC BP Car Owners Credit Card) are neck and neck in the third tier.

Disadvantage: The card design is not user-friendly and causes dissatisfaction among car owners.

As an open-ended question in this questionnaire, what are the dissatisfactions of the car owners interviewed about the car owner card? Where is the "complaint point" about the car owner's card?

In the survey on the inhumane service design of the car owner’s card, 34.06% of the respondents said that the design threshold of other rights and interests of the car owner’s card is too high (consumption standards, designated dates, restricted places, etc.), and the annual fee is high Nearly 30% of car owners are dissatisfied with the unclear rules for charging annual fees and the high threshold for annual fee exemption. However, 13.16% of car owners think that the credit card used for consumption is low. Regarding gas discounts as the main benefits, 11.73% of car owners said that gas rebates and discount rules are complicated. What should not be underestimated is that in the era of popularization of electronic payment, In this situation, 8.09% of car owners have complained that online purchases are not counted in points.

Expert suggestions

Bank response: It is understandable to set a small threshold

Expert opinion: The setting of threshold rules needs to be optimized

To carry out customer precision Portrait, customized marketing

In response to complaints about high thresholds, Dong Zheng believes that it is necessary to set necessary thresholds for credit card products designed for such vertical field services. After all, it is different from ordinary products and only targeted at There are users with rigid consumption needs related to cars, so it does not need to cater to the public consumer psychology. However, the setting of rules needs to be optimized to make the rules more suitable for "idiots" and make them easily accessible to users.

Wang Shiqiang, a senior researcher at the Sack Research Institute, believes that there are too many "wool parties" at present, and the benefits issued by bank credit card centers are basically taken away by a small number of wool party members, especially customers who use their cards to cash out, while the vast majority of ordinary people Consumers do not feel the benefits or discounts of banks. Therefore, a large number of card-holding customers have a low opinion of bank credit card centers and are easily lost. It is recommended that credit card centers recruit more big data analysis talents, conduct accurate portraits of car owner card users, customize marketing, lower the discount threshold, and allow more cardholders to feel the benefits. Only in this way can the user experience be improved and the customer churn rate be reduced.

ICBC and Ping An are the most “special” ones

Experts suggest: Car owners should “put me first” when choosing cards

There are many cards for car owners in the market Confused, which card is the most affordable? Which card has the most benefits? First of all, from the perspective of annual fees, since car owner cards generally have "hard-core" benefits such as gas discounts, car owner cards generally charge an annual fee of about 100 to 300. In this regard, Shanghai Pudong Development Bank has waived annual fees, which should be considered outstanding. Taking the refueling discount as an example, instant refueling discounts, 6% cash back, 12% off discounts and the threshold for obtaining cash back are all different. For example, from the perspective of discounts alone, Bank of Communications and Ping An have strong discounts, and ICBC has the highest monthly cash rebate. Up to 150 yuan, but there are quotas. For car owners, car refueling should be a "rigid consumption", so ICBC, Bank of Communications, and Ping An are all worthy of recommendation.

In addition, in terms of usage, Ping An can go to designated gas stations or recharge gas cards on the Ping An Pocket Bank APP (both PetroChina and Sinopec) to complete gas consumption, and Bank of Communications offers instant discounts. The discounts are already ahead of other car owner cards. In terms of road assistance, China Construction Bank and Bank of China have the upper hand, while Minsheng Bank's 24-hour, year-round road assistance service regardless of license plate number is an eye-catching benefit among joint-stock banks.

In terms of other rights and interests, Bank of China’s new card will give you a JD.com E-card worth 50 yuan when you complete a quick payment equivalent to 99 yuan. CITIC Bank fully demonstrates its advantages in business travel and provides flight delay insurance of 1,000 yuan, up to 15 million yuan in aviation accidents. Injury insurance, and theft protection insurance. In addition, Ping An’s video membership offers one of four options, including 20-kilometer driving, Ele.me, car wash, and phone bill rights. You can choose 2 redemptions per month, which can be said to meet the flexible rights and interests needs of car owners and is relatively comprehensive. .

Chen Jianing, a senior researcher at Suning Financial Research Institute, suggested that when choosing a credit card, cardholders should not just use the amount of benefits as the criteria for choosing a card. After all, the rights of car owner cards are basically the same, and some rights rules have thresholds. Therefore, when choosing a card, it is best to choose a card that suits your own usage habits.

Dong Zheng also said that the preferential rights and interests of automobile-themed credit cards are mainly aimed at automobile consumption, and there are many such credit card products, but the preferential rights and interests of each card are similar. Therefore, although you can apply for more corresponding products, you can Get superimposed discounts, but you need to apply for a card based on your own card usage habits. There is no need to apply for too many benefits.

Attached: Summary of discounts for various types of car owner cards (click to enlarge the image)

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