Gao Hitong enhances consumer experience with enhanced card service

In recent years, as China's consumer demand has been escalating, as a Non-cash payment prepaid card has gradually penetrated into the lives of many consumers. With the convenience of payment, reduce the use of cash and other characteristics, prepaid card industry is growing at a higher rate of growth. According to Iris Consulting (IResearch) statistics, 2012 general prepaid card issuer size of 168 billion yuan, the growth rate of at least 40%.

However, along with the rapid growth of prepaid card issuers, the problems of the consumption of public funds and the tax evasion of employees ' welfare have been controversial. How to speed up the promotion of prepaid card products from public funds consumption to personal consumption, convenient payment transformation, so as to achieve the goal of stimulating consumption, is the current regulatory agencies and the industry is exploring a topic.

In the supervision gradually strengthens, the industry development pattern urgently needs to transform the juncture, some benchmarking enterprises are gradually trying. Among them, by the Beijing high Huitong Company and Tencent Group jointly issued a high-pass-micro-Lok card, is moving towards personal consumer consumption, improve the service experience of the new model.

Boosting personal consumption and promoting the transformation of prepaid card

The traditional prepaid card since its inception, basically to the unit group to buy cards, public money consumption mainly, the unit purchase card after most of the official gifts or the distribution of staff benefits, it is easy to become corrupt behavior and unhealthy carrier. Such issues have attracted the attention of regulators, in 2012, the central bank issued the "Payment agencies prepaid card business management measures," stressed the need to strictly implement the real-name card issuing system, and require multi-purpose cards into the provision of payment management.

After the promulgation of the management method, the traditional way for prepaid card enterprises to rely on the payment of profits is restricted. "The original business model seems unsustainable in the long run, which requires us to change and seek a sustainable long-term development model," said Reichunchong, chairman of Beijing Gao Hui Trade Management Co., in an interview. The long-term business model he refers to is a shift from community-oriented consumption to personal consumption, which means that prepaid cards are used as a convenient non-cash payment tool to play a greater role in reducing cash use and facilitating payment.

In developed countries, Reichunchong, prepaid card products are a mature and burgeoning payment tool with strong market demand. In the United States, prepaid cards are usually placed in supermarkets, convenience stores in the sale of consumers for this kind of card for the small consumption of the card is very popular, the so-called "public consumption" and other problems of the prepaid card industry in China is basically non-existent.

Inspired by this emerging model, in May this year, the introduction of the high Huitong-micro-Lok card is a small amount, convenient payment, real-name system, for the main characteristics of individual customers. It is understood that the product plan on the basis of traditional cards to increase consumption discounts, consumption points and other new functions, and vigorously develop individual customers, while guiding and encouraging bearer card holders to carry out real-name registration. It can be seen that card issuers are exerting a prepaid card transformation, which is intended to stimulate personal consumption through transformation, complete the breakthrough of the inherent development model.

Strengthen the card service to enhance the consumer experience

At present, the prepaid card industry generally presents the characteristics of single competition, in many prepaid card products, how to enhance the customer's card experience, to provide more refined, high value-added services is the key to capture the personal consumer market.

Gao Tong Company general manager Guan Guangzhi introduced, in the business model needs to be transformed, the new launch of high Huitong-micro-Lok Pay Card is committed to providing consumers with personalized services. In addition to supporting consumers in the traditional large business beyond the consumption, high Huitong-Le Sanka also take into account the cardholder's living habits and differentiated needs, the cardholder in the daily life of small businesses frequented by the consumer. It is reported that the current high Huitong-micro-Lok Fu in Beijing Lufthansa, Zhongguancun and other major business circle, built a network of more than 3,000 merchants, including the consumer net, cardholders in these businesses can get special discounts. In addition, in the consumption, recharge process, you can enjoy different degrees of integral cumulative function, and through the use of points, exchange of goods, traffic insurance, driving services.

Under the technical background of Tencent group, high-pass-micro-Lok card widely used the latest information technology, the payment method to the app and network payment, become the first to achieve two-dimensional code payment function of a multi-purpose prepaid card. It is understood that users can be products and micro-letter public accounts bundled with each other, even if the card is not hand, you can also use micro-letter in the merchant in real-time to complete the sweep code payment. Guan Guangzhi said that the card-free payment method in the card holders to bring convenience, but also through the binding, verification and other links to avoid the possibility of the risk of payment.

It is worth mentioning that the current prepaid card products are also actively innovating the service model. Take the high pass-Le Sanka as an example, in many prepaid card products have taken the lead in building a platform for information exchange, Cardholder can through micro-mail, app client, and so on, at any time inquiries into the network merchant address, preferential activities, business evaluation and other information. More convenient is that consumers can directly through the mobile terminals, positioning the location of the merchant. "This prepaid card is a user-friendly, Guan Guangzhi prepaid card," he said. ”

In value-added services, high-pass-micro-Lok Card provides account recharge, phone recharge, lottery and other functions, based on the information platform has been set up, the above value-added services can be achieved through the client, micro-letter and so on.

Reichunchong said that in the prepaid card market, a new era of personal business is coming. Only by innovating the business model and creating value for the merchant and cardholder can we win this era.