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The credit card era is slowly opening, but what you see on the stage is the excitement of competitors, and Consumers are slow to warm up, and credit card sales seem a bit out of touch. How to attract consumers to lean towards them is an issue that competitors currently need to consider.

As a modern financial service, credit cards are convenient, fashionable and safe. This is his theme. At the same time, credit cards, as a product, also have characteristics that are different from other general products: serviceability and high technology. , risk and multi-faceted. As an operator, it is necessary to stimulate and tap people's demand for credit cards from these particularities. Only when people actually generate this demand can credit card sales begin.

Current status of credit card sales

In 2005, the number of credit cards issued in the United States reached 840 million, while the number of credit cards issued in China has just reached 20 million. The number of cards issued is not even as high as that of Taiwan. The Chinese credit card market can be said to be Just getting started. Most operators use mature sales methods borrowed from abroad to operate the domestic credit card sales market, and it is inevitable that the results will be unsatisfactory.

Domestic consumers are still in the ignorant stage of this aspect. Research has found that many consumers do not know the revolving credit function of credit cards, the function of redeeming points for prizes, and do not know the application process of credit cards. They think Credit cards will increase the risk, burden and cost of use, which results in low awareness and acceptance of credit cards among Chinese consumers. Research has found that this kind of cognitive bias is also common among people with high incomes and who often use credit cards for purchases.

Credit card operators seem to be too optimistic about the market conditions, but have not seriously thought about the actual situation of the Chinese market, and directly began to rush into the market with great enthusiasm. In the early stages, market behavior, especially marketing behavior, often appears irrational, lacks long-term thinking, and does not consider the cultivation of the overall market. This is clearly evident in the current Chinese credit card marketing. The salient features of China’s credit card marketing are:

(1) Focus on promotion rather than marketing;

(2) Repeated competition methods and similar marketing strategies;

( 3) Market positioning is vague and homogeneous competition is obvious.

Breakthrough in Credit Card Sales

If you do not abide by market rules and do not proceed from reality, you will naturally be abandoned by the market. Credit card sales should be people-oriented and customer-centered in marketing behavior. After all, our products are to be sold to customers, not ourselves. Only in this way can we attract customers to ourselves in the fierce competition. So how can we break through and occupy the commanding heights?

First of all, you need to understand the background and trends of the entire industry

Now with the development of technology and the intensification of product homogeneity, product substitutability has increased, prices and product Higher transparency has led to a decline in the loyalty of bank customers, strengthened the negotiating power of bank customers, and increasingly higher requirements for the quality, scope, information, and profitability of bank services. And with the "invasion" of a large number of foreign banks, the competitive environment of my country's credit cards is deteriorating - there are more and stronger competitors, funding sources are gradually decreasing, and profit margins are declining. On the other hand, credit cards have evolved their transaction functions into comprehensive business platforms, and there are more and more requirements for international credit cards.

At this time, we need to move with the times. China Merchants Bank has done a good job in this regard. They have realized that credit cards are not just a transaction system, but a comprehensive platform that can bundle a variety of businesses. Greatly extend the scope of credit card use and integrate multiple business operations.

Furthermore, you need to know the general background and characteristics of your bank, because most consumers still judge their credit cards based on their knowledge of the bank. For example, state-owned banks are not flexible enough, but have many outlets and are convenient; domestic joint-stock banks are small but flexible; foreign banks can fully launch RMB business within five years, and their main goal is to compete for domestic high-end users.

Secondly, it is necessary to analyze the consumer’s cognitive status

At this time, in addition to knowing their needs and dissatisfaction with existing credit cards, the most important point is , you need to understand their general "view" on credit cards, that is, their cognitive situation.

You need to think and make decisions based on this cognitive situation. Remember, never go against consumers’ cognition. On the contrary, see if you can use these cognitions to “serve” you.

Finally, you must use the customer's cognitive situation to demonstrate your own characteristics for sales

Stand in the customer's perspective, obtain the customer's cognitive situation, and then follow the customer's cognitive situation. You know, to explore the characteristics of your credit card and turn it into the customer's needs. The characteristics of your credit card are the same as what the customer knows and thinks. What reason does the customer have to refuse?

The above is all to find a more "fitting" position and occupy a segment, that is, brand positioning, so that the marketing of each bank card can be consistent and systematic, which will facilitate the accumulation of brand assets. , and can occupy a place in consumers' minds, influence consumers' decision-making, and promote real sales.