CITIC Bank said, in order to provide more quality card services, CITIC Bank credit card points rules will add the following payment channels for transactions can accumulate points, including Jitterbug payment, Duo Duo payment, Vipshop payment, and Suning payment.

This reporter found that since this year, a number of banks have adjusted the credit card points rules, which generally increase the points rights and benefits of online payment channels. For example, Ping An Bank issued an announcement on January 28 to increase and clarify the scope of transactions that can count points: clear transactions in WeChat Pay, Alipay Pay, Jingdong Pay, Meituan Pay and other platforms can count points; Industrial Bank issued an announcement on July 26 that since September 1, 2022, customers pay through Jitterbug bound to the online transactions of Industrial Credit Card are accumulated points; Construction Bank on August 1 The announcement said that from September 16, Long Card credit card holders swipe their cards to accumulate comprehensive points, no longer accumulate special points, the calculation method of points, validity and redemption methods are implemented comprehensive points related rules.

At the same time, a number of banks “fancy” to force online points marketing. For example, Xiamen Bank announced in May that the first credit card sign-up bound WeChat payment, Alipay public number moving account reminders to give 1000 points; June 30, Zhangjiagang Agricultural and Commercial Bank credit card official launch “fission partner activities”, customers can meet certain rules and conditions to successfully handle Leyu gold, large installments and other products In July, Beijing Agricultural and Commercial Bank credit card holders can pay 6 yuan + 6 points for a RuiXing coffee 29 yuan redemption coupon during the event; recently, Wuhan Agricultural and Commercial Bank credit card use Alipay life payment during the event to enjoy the full amount of the instant reduction activities.

In Zhongguancun Kejin digital marketing business unit product director Ren Liyong, the characteristics of credit card points business and digital marketing fits very well, the essence of which is based on the refinement of user stratification operation. “As credit card point benefits are more often applied to mobile payment scenarios, it effectively promotes high-frequency payment behavior of cardholder users. Card issuers can build a 360° user portrait based on a tagging system through users’ credit card transaction records, which is an unprecedented boost to insight into consumers’ spending power.”

Weakened gold content of offline transaction points

Throughout the industry, “Securities Daily” reporter combing found that in the past two years, including Ping An, Minsheng, Guangfa, Everbright, Postal Reserve and other banks credit card center are credit card points rules have been adjusted. Banks are gradually tightening offline acquirer transaction points rights and interests while increasing online consumption points.

Just looking at 2022 as a sample, the credit card center of the Bank of Beijing said that from March 24, 2022 (inclusive), points will no longer be accumulated for transactions accepted by 19 payment institutions. Microcombank said that from July 1, 2022, 19 acquirer numbers will no longer accrue points. Societe Generale Bank said that from July 20, 2022, no points will be accumulated for transactions accepted by 6 additional third-party payment institutions.

Some individual banks have canceled 52 designated merchant categories of credit card transaction points accumulation rights at one time while increasing the accumulation points of WeChat Pay, Alipay, Jingdong Pay, Meituan Pay, Suning Pay, Xiaomi Pay, Jindo Pay and Vipay credit card online transactions.

In the industry’s view, the bank, on the one hand, to increase online payment points rights, on the other hand tightening the offline acquirer transaction points rights, is conducive to accurate combat “wool party”.

“This move is intended to encourage cardholders to ‘earn points’ by swiping their cards online, rather than ‘wool’ by swiping their cards offline.” Huang Dazhi, a researcher at the Star Institute of Finance, told the Securities Daily that the adjustment of points rules by several banks means that the gold value of points from offline transactions continues to weaken and points from online transactions will be more “valuable”.

Ren Liyong said, for the emerging payment channels for points incentives, is the industry development trend, the core reason is the migration of user payment scenarios. On the one hand, it can form a first-mover advantage for card issuers to seize consumers in new payment scenarios; on the other hand, it can continue to effectively activate users, build a new digital marketing system for card issuers, and empower other business growth.

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