Based on the experience and lessons accumulated in the process of expanding the car purchase installment business,

Commercial bank branches can work in five aspects to build and enhance the market competitiveness of the car purchase installment business. :

(1) Pay attention to investment and marketing in the car purchase installment business

my country is the largest country in automobile production and consumption in the world. After the global financial crisis, the state increased its support for the automobile industry and automobile financial product innovation. Seizing the commanding heights of the credit card car purchase installment business market and cultivating and forming a leading advantage in the car purchase installment business market will not only bring high-quality individual customer groups and broaden the profit sources of the credit card business, but will also play an important role in the long-term development of commercial banks. Influence. Therefore, branches and branches can list the credit card car purchase installment business as a key product of retail banking business, and provide more support and investment in policy support, resource allocation, team building and other aspects.

At the same time, it is necessary to increase marketing and publicity efforts within and outside the industry for the car purchase installment business. The first is to carry out a branch-wide collection of advertising slogans for car purchase installment products; the second is to focus on placing a batch of uniformly produced ads for car purchase installment products in local mainstream media for a period of time with the main appeal of finding a bank to buy a car.

(2) Expand channels for car purchase installment business

1. Expand cooperation with automobile manufacturers from the source. Credit card car purchase installments can only be handled at designated dealers. The brand and number of cooperative manufacturers directly affect the range and convenience of customer choices. As the main force in the marketing and expansion of installment business, the branch’s first priority is to increase marketing efforts to automobile manufacturers, establish good cooperative relationships, expand the expansion channels of the car purchase installment business from the source, and cover well-known brand models in the car purchase installment plan as soon as possible, providing customers with Provide more choices. If the branch is located in an automobile manufacturing company, it can also cooperate with the head office to carry out national marketing and relationship maintenance with cooperative manufacturers.

2. Extend the perspective and reach of business cooperation. In addition to automobile manufacturers, some domestic regional automobile sales groups and automobile after-sales service providers can also be used as options to expand car purchase installment business channels. For example, a company in Zhejiang has agency rights for nearly 50 car brand series and more than 150 car sales and service stores, covering most mainstream brands. The branch where the author works has cooperated with this company and leveraged its professional advantages in the field of automobile sales and after-sales service to achieve twice the result with half the effort in the development of the car purchase installment business. In addition, professional automobile websites, national group customers and even car wash stations can also develop into extended channels for car purchase installment business.

3. Establish a dealer profit sharing mechanism. Channels are king and the terminal wins. Car dealers are at the forefront of car sales and have a great influence on potential customers of the car purchase installment business. Especially in the context of fierce competition in the industry, a dealer cooperates with multiple banks and auto finance companies at the same time. The willingness and attitude of the dealer and its sales staff are crucial to the expansion of the car purchase installment business.

Therefore, it is very necessary to establish a profit-sharing mechanism for dealers: First, explore the establishment of a profit-sharing mechanism for dealers, and on the premise of legal compliance, part of the handling fees will be allocated according to certain standards. Return to the dealer; the second is to strengthen communication with the dealer’s sales department head (sales manager), and encourage the sales manager who actively recommends installment business; the third is to provide dealer sales staff (sales consultants) with recommendations for installment customers Give rewards according to the quantity and amount to fully mobilize their enthusiasm and initiative in marketing recommendations.

4. Explore the depth of cooperation with dealers. Commercial banks have a large number of corporate customers and individual customer groups. If they can fully develop their existing customer resources, they can not only expand the source of customers for car purchase installment business, but also close the relationship between manufacturers and dealers. For example, with the help of credit card customer resources, we can carry out

credit card points redemption

car repair and maintenance services, attract card-holding customers to designated dealers for repair and maintenance, and bring stability to dealers in after-sales services. It also brings benefits to credit card customers.

(3) Further improve and innovate car purchase installment products

1. Improve existing car purchase installment products. The first is to appropriately increase the installment amount

. With the upgrading of private cars and the increasing demand level of first-time car buyers, the car purchase installment amount must be flexible. For high-quality customers, the number should be increased to 1 million or even higher. Second, the deadlines are more flexible and diverse. The current maximum term is 36 terms, which is too short for young customers or those purchasing high-end cars. Third, rates remain flexible. For banks that are new to the car purchase installment business market, they can adopt a market follower strategy in terms of handling fee rates so that their rates will not be higher than those of market leaders. At the same time, pricing authority can be set flexibly to quickly respond to the market.

2. Launch second-hand car installment business. With the development and maturity of the domestic automobile consumer market, the proportion of second-hand car transactions is increasing year by year. Credit card installment business can be launched for second-hand cars. Taking into account the need for risk prevention, the down payment for second-hand car installment business can be more than RMB 50, and the term should be controlled within 24 installments.

3. Explore car purchase installment products for corporate customers. At present, all commercial banks' car purchase installment business is only for individual customers, and there are no car purchase installment products for corporate customers on the market. In my country's economically developed areas such as Zhejiang, Guangdong and other places, most enterprises, especially private enterprises, have a greater demand for purchasing cars in the name of the company. Even if the car is for personal use by a business owner, it is often purchased in the name of the company. If commercial banks can innovate in this area, they should be recognized by the market.

(4) Establish a team, optimize processes, and improve services

1. Establish a professional car purchase installment team. The car purchase installment business requires a lot of manpower. It is necessary to establish a professional and dedicated team from top to bottom to provide professional support for the expansion of the car purchase installment business. First, within the credit card centers of first-level branches and second-level branches, a professional management team for car purchase installments is established to assume the responsibilities of business acceptance, review, approval and marketing management, and is responsible for the market share of the car purchase installment business. The second is to use the direct sales team as the main force to form a professional car purchase installment marketing team in urban branches and branches to be responsible for the expansion and maintenance of car dealers, and to increase direct marketing efforts through car dealer stations, group customer promotion, online group buying, etc. .

2. Improve approval efficiency. It is recommended to learn from the practices of industry leaders and further improve the approval efficiency of car purchase installment business through three methods.

First, some high-quality cardholders and individual mid-to-high-end customers are listed as invited customers for the car purchase installment business and the installment quota is determined in advance. The qualifications and quota can be inquired through the website and the customer's phone number, and the installment amount can be checked via SMS. inform customers in form. For these customers who apply for car purchase installments, they will be approved after checking that their credit report is good.

The second is to implement instant approval for small installment business with an amount of less than 100,000 yuan. The approval will be completed within half a day and the customer will be informed by text message.

The third is to establish a green channel for the car purchase installment business, give priority to expediting processing, and provide ultra-fast approval within a limited time.

3. Improve customer experience. Through professional operation, process optimization and efficiency improvement, we can improve the satisfaction of installment customers in business acceptance and approval processes. At the same time, after the business is approved, you can also pay attention to the customer's feelings through telephone follow-up visits, satisfaction assessment, etc., and remind customers to pay attention to the repayment date, etc. In addition, you can also set up an exclusive service hotline for car purchase installment business to specifically handle customers' business inquiries, progress inquiries, etc.

(5) Balance risks and returns

1. Diversify guarantee measures. Guarantee-free and mortgage-free is a feature of some banks’ credit card car purchase installment business, but the risk is relatively high. Taking into account the balance of risks and returns, two security measures, natural person guarantee and real estate mortgage, can be introduced. For customers with an installment amount of more than 200,000 yuan, or customers with slightly flawed access conditions, they are required to provide a natural person guarantee with a local household registration, good career, and stable income; for customers with an installment amount of more than 500,000 yuan, except for a few high-end customers, they are required to provide self-certification. There is a real estate mortgage. In this way, it not only facilitates customers, but also strengthens the risk control of the business, and is also conducive to improving the approval rate.

2. Strengthen risk management.

Due to factors such as the imperfect domestic personal credit system and the complexity of individual customer groups, operational risks in the car purchase installment business always exist and may become apparent in the later stage. Therefore, it is necessary to take precautions to strengthen the system construction of the car purchase installment business, form a relatively complete risk management mechanism for the car purchase installment business, and strive to control operating risks at a low level.