Credit card points rules densely adjust online transaction points are more "valuable"

Reporter Li Bing Yu Junyi

Recently, many banks have issued the announcement of the adjustment of credit card integration rules densely. A few days ago, CITIC Bank issued an announcement saying that since September 14, 2022 (based on the actual execution date), the bank's credit card points rules are adjusted.

"Securities Daily" reporter sorted out and found that in recent years, many banks have refined and adjusted credit card points rules and card issuance strategies. Including the cumulative cumulative credit card transaction points of some merchant categories, and increasing the rules such as online payment cumulative points.

Bank Power Online Points Sales

CITIC Bank said that in order to provide better -quality card services, CITIC Bank Credit Card Points Rules will add the following payment channels for transactions to accumulate points, including Douyin payment, multiple payment, Vipshop payment, and Suning payment.

The reporter sorted out and found that since this year, many banks have adjusted the credit card points rules, which generally increased the points of integration of online payment channels. For example, Ping An Bank issued an announcement on January 28 that the scope of transactions that can be increased and clearly calculated: clearly conducting the transactions on platforms such as WeChat Payment, Alipay Payment, JD Pay, and Meituan Payment. According to the announcement of the day, since September 1, 2022, customers have accumulated all online transactions that bind to Xingye Credit Card through Douyin Payment; Construction Bank issued an announcement on August 1. Personal card consumption has accumulated comprehensive points, no longer accumulated special points, and the calculation methods, validity periods and exchange methods of points are implemented.

At the same time, many banks "fancy" power online points marketing. For example, Xiamen Bank announced in May that the credit card signed a contract to bind WeChat payment for the first time, and the Alipay public account moved to remind 1,000 points; on June 30, Zhangjiagang Rural Commercial Bank Credit Card officially launched the "Fission Partner Campaign". Leyoujin, large staging and other products can get 10,000 points to meet certain rules; in July, Beijing Rural Commercial Bank Credit Card cardholder can pay 6 yuan+6 points to buy Ruixing Coffee 29 yuan for redemption. A voucher; a few days ago, Wuhan Rural Commercial Bank's credit card used Alipay life payment to enjoy the reduction activities during the event.

According to Ren Liyong, the product director of the Digital Marketing Division of Zhongguancun Kejin, the characteristics of the credit card integration business are very suitable for digital marketing, and its essence is based on the refined operation of the user. "As the credit card points are applied to the mobile payment scenario more, it effectively promotes the high -frequency payment behavior of card holders. The card issuer can build a 360 ° user portrait based on the user's credit card transaction records. It is unprecedentedly improving insight into consumer consumption power. "

Offline transaction points are weakened in gold content

Looking at the entire industry, the reporter of the Securities Daily sorted out and found that in the past two years, many bank credit card centers including Ping An, Minsheng, Guangfa, Everbright, Postal Savings, etc. have adjusted credit card points rules. While the bank increases online consumption points, it is also gradually tightening the rights and interests of the offline acquisition institution.

Judging from the model of 2022, the Bank of Beijing Credit Card Center stated that since March 24, 2022 (inclusive), transactions accepted by 19 payment institutions no longer accumulate points. According to WeChat Bank, since July 1, 2022, the number of 19 receiving merchants will no longer accumulate points. Industrial Bank stated that since July 20, 2022, the transactions accepted by six new third -party payment institutions have not accumulated points.

Some banks also increase the cumulative points of WeChat payment, Alipay, JD Pay, Meituan Pay, Suning Pay, Xiaomi Pay, Pinduoduo Pay, Vipshop Credit Card online transaction, and cancel 52 designated merchant categories. Cumulative rights.

From the perspective of the industry, banks, on the one hand, increase the equity of online payment points, and on the other hand to closely close the rights and interests of the offline receipt agency transaction, which is conducive to accurately cracking down on the "Wool Party".

"This is intended to encourage the cardholders to swipe the cards online to earn points, not offline card transactions '薅 薅“ “'." Huang Dazhi, a researcher at the Star Financial Research Institute, told the Securities Daily reporter that many banks Adjusting the points rules means that the gold content of offline transactions continues to weaken, and the points of online transactions will be more "valuable".

Ren Liyong said that incentives for emerging payment channels are the development trend of the industry. The core reason is that the user payment scenario is migrated. On the one hand, consumers who can seize the new payment scenarios for the card issuer will form a starting advantage; on the other hand, it can continue to effectively activate users, build a new digital marketing system for the card issuer, and empower other business growth.

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