Come on, you can save 100 a month! The owner collects this survey report.

With the epidemic under effective control,

The road surface in the urban area has been restored.

The scene of heavy traffic in the past.

The data shows that there are about 260 million cars in China at present, including 2.803 million cars in Guangzhou. With the increase of the number of "car owners", the automobile consumption market is becoming more and more powerful, especially for car owners, and major banks have successively launched credit cards for car owners and models (hereinafter collectively referred to as "car owners' cards").

It is understood that most of the rights and functions of the owner's card are carried out around the owner. Only by combining the owner's car with the credit card consumption scene can the owner achieve a better consumption experience. Common rights and interests of the owner card include gas concessions, car maintenance, road rescue, driving and so on. , and additional product rights include catering, hotel rights and so on.

So whose bank card is this?

Most sought after by the public,

Which owners' card benefits are the most "calculated",

Which owner card has the most "spit points"?

In order to understand the dynamics of the credit card industry and the satisfaction of major car owners, Information Times, which has always been close to people's livelihood and voiced for the people, conducted a survey on car owners' credit card consumption behavior from May 7 to May 14 this year (hereinafter referred to as the "survey").

Based on the Information Times, this survey released public questionnaires to the public on the official accounts of official website, WeChat and WeChat in E Street of Micro Community, and received nearly 14000 survey results representing the voice of car owners.

In this regard, industry experts and analysts pointed out that although the development of credit card product segmentation is the general trend, the complicated rules are not friendly to users. As the core of the owner's card, car service should be "not too much, as long as it is suitable" when choosing the card.

Investigation content analysis

Nearly 90% car owners have car owners' cards.

The proportion of male and female respondents in this questionnaire is 62. 14% and 37.86%, which shows that there are obviously more male car owners than female car owners. The respondents are mainly born in 1980s and 1990s, and the proportion of people aged 20-29 and 30-39 is 4 1. 1% and 42.67%, respectively. 37.76% of the respondents' monthly income level is between 6K and 9K, followed by 3K to 6K, accounting for 3 1.84%, and 9K to 15K, accounting for 16.4 1%.

The booming automobile market brings business opportunities for car owners' related services. According to market data, automobile consumption accounts for about 10% of the total retail sales of social consumer goods. In 20 19, the total retail sales of social consumer goods in China was about 4 1 trillion, and automobiles accounted for nearly 4 trillion. In this survey, 87.43% * * 12779 car owners indicated that they had credit cards related to car owners' living services.

Parking, refueling, car washing and maintenance are the three favorite rights of car owners.

As a credit card owner, related rights and interests are naturally inseparable from automobile consumption services. From the consumer's point of view, whether the owner's card can fit the car's consumption scene and personal consumption preferences determines whether the owner's card is "grounded" and fits the owner. Such as vehicle refueling, parking, maintenance, road rescue, insurance, etc. This part of consumption is "rigid consumption" for car owners. Therefore, when issuing car owners' cards, banks will provide cardholders with some preferential discounts and special rights for car scene consumption through cooperation with car consumption service providers and joint card issuance. On the one hand, this will make the cardholder get a good experience in using the card and feel the actual benefits.

From the results of this questionnaire survey, among the service functions of the owner's card, WeChat, Alipay and China UnionPay Express APP are the most interesting rights and interests of the owner, accounting for 66.73%, 6 1.79% and 45.69% respectively (multiple-choice questions may add up to more than 100%), which is related to the positioning and main features of the owner's card. At the same time, it shows that the three basic services of parking, refueling and car wash maintenance, which are relatively high in automobile consumption, are the most valued by car owners.

Convenient and preferential refueling methods are deeply loved by car owners.

Recently, the international oil price is like a "roller coaster", in which car owners are most sensitive to oil prices. Although the rise of new energy vehicles is fierce, fuel vehicles are still the mainstream of the current automobile market. Therefore, no matter whether the oil price "rises" or "falls", this part of refueling consumption can be said to be "rigid consumption" for car owners.

As an "important role" in the product design of the owner's card, the preferential interest in refueling is definitely an element to measure whether the card has a number. From the owner's point of view, if you can make good use of the refueling discount of the owner's card, you can help the owner enjoy the "price" of refueling. In this questionnaire survey, focusing on the investigation of refueling concessions, we understand the opinions of the majority of car owners from three different dimensions: preferential use mode, payment mode and refueling payment mode.

As the simplest preferential use method, directly deducting part of the amount when swiping the card to refuel has won the favor of most car owners, with a proportion close to 40%. As a traditional stored-value refueling product, 25.65% car owners choose to use the stored-value card to refuel. Two indirect preferential uses, namely, sending electronic refueling cards, reducing coupons and exchanging points in the cards for refueling fees, get 15.99% and 15 respectively.

The "non-contact" electronic payment method has undoubtedly brought convenience to the public, especially when the epidemic raged some time ago, electronic payment held up half the sky of payment security. However, the different use channels of electronic payment bring another "multiple choices" to users. When using the owner's card to enjoy the refueling discount, 45% of the car owners think that credit card binding WeChat, Alipay, China UnionPay Express APP and other online payment channels are the most commonly used, and gas station swiping and flash payment transactions also account for 32.39%, which means that the use of the refueling discount is not limited to swiping the card, but more importantly, whether online payment channels and platforms can enjoy the same discount. After recharging to the fuel card, 19.29 used the fuel card to refuel.

It is understood that some of the refueling concessions of the owner's card also include cash back rewards. If the consumption reaches the standard, it will be cashed back to the account, which is undoubtedly an extra "surprise" for the owner card users. Take the initiative and self-help to collect the fuel money online, that is, 36. 17% car owners choose to collect the fuel money manually, and 28.45% car owners choose to store or recharge the fuel card and return the fuel money. Relatively speaking, 28.08% car owners choose to automatically return the fuel money to their accounts. But in this topic, only 7.3 1% of the votes are used in exchange for gas cards or other consumer rights.

In terms of comprehensive refueling concessions, convenient refueling concessions such as direct use, stored value conversion to traditional oil cards are the most popular, and the cashback concessions are "the more direct the better". Under the tide of electronic payment, the owner card market has also been swept away. In addition to the use of physical cards, the utilization rate of different online platforms is as important as the construction of its own issuer platform. Therefore, "convenience", "online" and "direct cash back" have become the key words in the refueling offer.

Bonus: Car owners appreciate hotel discounts best.

In addition to gas concessions, car owners usually have huge consumption potential, and how card-issuing banks can provide them with additional rights and interests and open up a broader consumer market should also be considered. For the cardholder, if a card can not only meet the consumption scene of car life, but also enjoy more rights and interests, it will also make the card silently "add points" in the cardholder's mind.

The survey results show that three common credit card benefits include hotel benefits (point redemption, swimming and fitness, room type upgrade, etc. ), sports rights (golf driving range, tennis, equestrian, etc. ) and the right to health (physical examination), which best represent the extra rights of "kindness" of car owners, account for 65.58%, 56. 19% and 40.86% respectively. 35.2 1% and 32.46% car owners choose food, catering concessions and travel rights (airport shuttle bus and lounge) respectively. (This multiple-choice question is multiple-choice, and the percentage may add up to more than 100%).

Comparison of advantages and disadvantages of banks

The highest satisfaction: CCB Agricultural Bank ranks among the best.

Compared with the owner's card in the market, the card has its own advantages and characteristics in terms of preferential strength, preferential rules and extra rights. But overall, who is the market leader in the sword master card market? The results of this survey show that the four major banks are undoubtedly ahead in the number of car sponsorship cards. China Construction Bank (Longche Car Card) and Agricultural Bank (Guangdong Yuetong ETC Credit Card) are the first and second most satisfied car owners' cards, followed by China Bank (Great Wall Global Car Credit Card) and China Industrial and Commercial Bank (ICBC Car Plus Credit Card). Other countries that won more than 20% of the votes were Bank of Communications (Togo Automobile Co-branded Credit Card) and Postal Savings Bank (Postal Savings Owner Card).

From the perspective of stock banks, China Merchants Bank (Cheche Auto Credit Card) and Ping An Bank (Ping An Good Car Owner Card), represented by the two major retail banks, ranked first in the stock banks, followed by Guangfa Bank (Guangfa Standard Car Owner Credit Card). Industrial Bank (Xingyou Card), China CITIC Bank (CITIC Standard Owner Card) and Shanghai Pudong Development Bank (PetroChina BP Owner Credit Card) are neck and neck in the third echelon.

Slot point: the card design is not humanized enough, which leads to the owner's dissatisfaction.

As an open-ended question of this questionnaire, what are the dissatisfaction of the interviewed car owners with their car owners' cards? Where is the "spit point" of the owner card?

In the survey on the inhumanity of the service design of the owner's card, 34.06% of the respondents said that the design threshold of other rights and interests of the owner's card was too high (consumption reached the standard, designated date, limited places, etc.). ), and nearly 30% of car owners are dissatisfied with the high annual fee, unclear annual fee collection rules and high annual fee-free threshold. However, 13. 16% credit card owners think that the consumption amount is low. As the main benefit, 1 1.73% of car owners said that the cashback service is complicated and the preferential rules are complicated. It should not be underestimated that in the general environment of the popularization of electronic payment, 8.09% car owners complained that online consumption is not integral.

expert opinion/advice

Bank response: It is understandable to set a small threshold.

Expert opinion: threshold rules need to be optimized.

Make accurate portraits of customers and customize marketing.

In response to the complaint of high threshold, Zheng Dong believes that it is necessary to set the necessary threshold for credit card products designed for this vertical service. After all, unlike ordinary products, it is only aimed at users with rigid consumer demand related to automobiles and does not need to cater to the mass consumer psychology. However, the setting of rules needs to be optimized to make the rules more suitable for "fools" and make users at your fingertips.

Wang Shiqiang, a senior researcher at Sack Research Institute, believes that there are too many "wool parties" at present, and the benefits provided by bank credit card centers are basically wiped out by a few wool parties, especially cash-out customers, while most ordinary consumers do not feel the benefits or concessions of banks. Therefore, a large number of cardholders have a low degree of goodwill towards the bank credit card center and are easy to lose. It is suggested that credit card centers should recruit more big data analysts, make accurate portraits of owners' card users, customize marketing, lower the threshold of preferential standards, and let more cardholders feel the benefits, thus improving the user experience and reducing the customer churn rate.

ICBC and Ping An have the most "numbers".

Expert advice: car owners should choose cards "based on me"

Car owners spend a lot of money in the market. What kind of card is the most affordable? Which card has the most benefits? First of all, from the point of view of annual fee, because the owner's card generally has "hard core" rights such as refueling concessions, the annual fee charged by the owner's card is generally around 100 to 300, which should be considered more prominent. Taking the refueling discount as an example, the discount intensity and cashback threshold of 6 cashback and 88 cashback are different. For example, only from the perspective of discount, Bank of Communications and Ping An have great discounts, and the maximum cash back of ICBC can reach 150 yuan per month, but there is a quota limit. For car owners, car refueling should be "rigid consumption", so ICBC, Bank of Communications and Ping An are all worth recommending.

In addition, in terms of use, Ping An can recharge the fuel card at the designated gas station or in Ping An Pocket Bank APP (both PetroChina and Sinopec can) to complete the fuel consumption, while Bank of Communications has reduced the discount, both of which are ahead of other car owners' cards in terms of fuel discount. In terms of road rescue, CCB and BOC are dominant, while Minsheng Bank's 24-hour road rescue service with unlimited license plate number is a bright color among the stock banks.

In terms of other rights and interests, the new card of China Bank obtained the JD.COM electronic card of 50 yuan after completing the fast payment equivalent to that of 99 yuan. Citic Bank showed its advantages in travel and business travel, and presented 1 10,000 yuan of flight delay insurance, with a maximum of10.5 million yuan of aviation accident insurance, to prevent theft and rescue. In addition, Ping An's video members can choose one out of four, drive 20 kilometers, wash their cars if they are hungry, and exchange their phone rights twice a month, which can be said to satisfy the flexible rights and interests of car owners.

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

Zheng Dong also said that the preferential rights of car-themed credit cards are mainly aimed at car consumption. There are many such credit card products, but the preferential rights of each card are similar. Therefore, although you can get superimposed benefits by making more corresponding products, you should combine your own card habits. There is no need to apply for too many rights.

Attachment: Summary of all kinds of car owner card offers (click to view larger image)

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