Banks test hydroelectric operators most lose money to make a yell: Price advantage is not obvious

August Beijing-East, Suning and other electric giants of the price war and smoke four, hand in hand with a large sum of the banking bosses did not stop, have cross-border to do the online mall, in E-commerce this market a piece. At the same time, the newly-started bank e-commerce has also aroused the outside world's questioning of the "Cross-border". How far the banks can go on this road remains a doubtful prospect.

Background

Electric Dealer "Cake" is bigger

Real-economy consumption has been "weak" this year, but there has been a big step in e-commerce growth. "2012 (China) E-commerce Market Data Monitoring Report" data show that as of this June, China's e-commerce market turnover amounted to 3.5 trillion yuan, an increase of 18.6%.

Data show that the first half of the total number of registered users to 470 million, Taobao shopping every day over billions of people, Beijing East 2012 first-half performance report shows that sales growth over 120%,GMV (turnover) year-on-year increase of 161%. The operation of the online shopping mall, breaking the restrictions of the store regionalization, save the store, advertising and other operating costs, no business time restrictions, operating flexibility and other characteristics attract more and more enterprises to enter.

Situation

The high growth of electronic commerce attracts more and more enterprises to join, and the bank is no exception. At present, BOC, CCB, ICBC, the bank, CMB, Everbright Bank (601818, shares bar), Societe Generale (601166, shares bar), Minsheng Bank (600016, shares bar) and many other banks have opened the "shop", its products have as many as nearly million pieces, covering a variety of financial products, food, home appliances, jewelry, Cosmetics, clothing, shoes and hats and other fields.

Mode

Differentiation of business model

It is understood that at present, commercial banks to do general commodity electric dealers mainly have two modes. One is for their own customers, or a certain class of customers to provide an operating platform to commercial banks built points mall, credit Card Mall as the representative.

Another model is the pure electric business model, sourcing from all parties, consumers do not limit the bank's customers. In June this year on the line of the construction Bank (601939, shares bar) e-commerce financial Services platform "good business" is the typical representative of this model.

Response

Most banks lose money to make a yell

The reporter browses several bank's shop, and compares with the traditional electricity merchant to discover, some bank shop's commodity price mostly differs from the traditional electricity quotient.

Although the banks to enter the electricity business, but the response is generally. So far, most banks may be "losing money". The reporter found that most of the bank online shopping mall is not high, the purchase volume is also low, many of the current more than the fire of the goods but not a comment. Buyers in the purchase of goods after the evaluation of most poor, in the delivery speed, returns and other aspects of the evaluation is poor.

The bank is a power trader vs traditional Electric dealer

Advantage

Broad Customer Resources

Zhao, an expert on international finance, believes that banks have a unique advantage in having quality customers. Today, most people have their own credit card accounts in banks, and there are high end customers and middle classes for those who open those accounts. In addition, Zhao also pointed out that the bank itself has more advanced computer network technology.

Installment Payment attraction Big

Bankers pointed out that the bank open shop in the payment method also occupies a great advantage. Consumers in Taobao, Suning easy to buy and other platforms on most of the purchase can only one-time payment, consumers in the purchase of computers, mobile phones and other digital products, often to bear the pressure of the repayment of large. Most banks use their own bank's credit cards, using a one-time payment, installment payments and credit card points plus a one-time payment. This allows the shy consumers to have a favorite electronic product in advance.

Disadvantage

Lack of flexibility and sensitivity

Although has certain superiority, but Zhao pointed out, the traditional electric power merchant after the long-term development has been more mature, because mostly is the private capital, its mechanism is flexible. And the large scale of the banks, including the state-owned enterprises, compared with the existing electricity quotient, its large institutions, long management chain, in response to market changes, innovation speed and other aspects do not prevail.

Price advantage is not obvious

Although the use of installment, but the industry pointed out that most banks at the time of the installment of the fees and charges, interest into the commodity prices, so most products are higher than the market price. Compared with the professional E-commerce platform, the banking Department of Electronic shopping malls in the visibility, quality services and the selectivity of goods are not as good as the traditional electric business.

Exemption card leads to consumer concerns

Reporters found that in the face of shopping disputes, most banks have played a "exemption card." such as ICBC, Merchants Bank and other online shopping mall clearly said: Customers and merchants through the banking online mall transactions such as quality of goods disputes, price disputes, preferential promotional disputes, such as disputes, should be settled by the customer and the merchant. The bank does not provide consulting and complaint services, and does not assume responsibility for the coordination of disputes and disputes between customers and merchants. Jingdong Mall, said that the goods sold in addition to the existence of national laws of the functional failure or commodity quality problems, the east side of the goods damaged, missing or the description of goods and the site does not match the problem can also be returned.

Eric Consulting analyst Ding Jiaqi said that compared with professional e-commerce sites, the bank's supply chain management capacity is weak, users in the delivery speed, return and exchange, such as the typical online shopping experience will be slightly worse. The bank is not only the electric dealer to the customer limited attraction, to the settled merchant also temporarily difficult to provide the level equivalent service.

Consumer Tips

Different bank shop's similar commodity price difference is big, moreover the general Bank net store only accepts the own bank's partial card and the credit card to pay, therefore, recommends the consumer first inquires the comparison to make the decision.

In part of the bank shop to buy goods can use points swaps yuan, swaps points than directly to redeem points into gifts to be cost-effective, but some banks credit card credits have a deadline.

If you choose installment payment, different bank's settlement date is different, the consumer must understand clearly, the repayment in time.

Roundtable Forum

Participating experts

International financial Experts Zhao

Guo, director of Banking Research Center, Central University of Finance and economics

Meng International senior Analyst

Deputy Secretary-General of China Electronic Commerce Association Ang Lee Yu

Citic Bank (601998, shares) head of retail Banking department, general manager of Chen Shujun

Probe

With the growth of the network consumer population, the network consumer market has become coveted by all sectors of the "sweet cakes." Banks that have always been "good money" have started to dabble in this area.

Zhao: Electronic commerce, in essence, is a kind of intermediary business. The banks ' Cross-border electric power business is a manifestation of its vigorous development of intermediary businesses, which can make the bank's income more diversified, increase the non-interest income of banks, and promote the transformation of banks.

Guo: With the quickening of the interest rate marketization, the bank is getting more and more narrow with high interest difference to obtain high income. Under such circumstances, the change of profit model by banks has become a problem to be solved urgently. Banks across the boundary to do the electricity business is out of such a consideration.

Meng: Banks to enter the electricity business, not in order to obtain profits, but through first-hand transaction records to better understand the consumer habits of individual customers and business customers, which helps banks to develop and promote their own financial products, improve the level of financial services.

Prospect

Banks across the border are in full swing, but the controversy has never been interrupted. How far can banks go on the path of E-commerce? Will more banks join in the future?

Zhao: The future is hard to predict, and it needs to be seen how far the road can go. However, in the electronic commerce this piece, the bank advantage is not obvious. To do it, it is no doubt to improve the incentive mechanism and flexibility to improve the market sensitivity.

Ang Yu: E-commerce Enterprise is actually a gathering place of information. Banks do not have the ability to deal with that information, and do not have the core of E-commerce. Therefore, the bank to open E-commerce, its main business has some ancillary role, but it is impossible to make a leader in E-commerce.

Chen Shujun: Commercial banks to intervene in the field of electricity, if professional to do, can do a good job. From the perspective of customer management and the creation of intermediary business income, the development of commercial banks is conducive to compliance with the market opportunities everyone will go to catch, do a good job is more than a profit channel and source, of course, bad business can also be a burden.

This newspaper intern reporter Zhang Wei our correspondent Ma Wenting