Shopping card behind the scenes drill "class finance" prepaid mode

The fans of the store's shopping cards have recently lost heart. The People's Bank of China has decided to register with non-financial institutions that are involved in the payment of liquidation operations nationwide. Before July 31, in addition to Alipay, QQ coins, as well as bus cards and other payment methods, engaged in electronic money distribution and liquidation of the Organization, also need to register one by one.　　This means that in recent years, the introduction of a variety of shopping card issuers, commissioned by the Third-party professional institutions, is also one of the central bank's main target. This is not the first time the "shopping card" has been regulated by the relevant government departments.　　While public opinion focuses on corruption and social problems caused by shopping cards, few people understand the operation and operation of the "shopping card" behind it. "Card economy" dark Christie business opportunities, the industry rumors "issue 1 billion can earn 100 million", the current number of related card-issuing enterprises, will be "hairpin" as an effective marketing tool. Which shopping cards become their way of making a difference and how to compete differently?　　This reporter launched an in-depth investigation.　　What problem does the supermarket shopping card solve? Jason is a treasurer of a company. After years of consecutive holidays, he went to the supermarket to buy a certain amount of shopping cards, in the form of welfare payments to the company at all levels of staff. "10几 years ago, the company Spring Festival hair grain, hair rice, hair oil these things." In addition to paying the purchase price, we have to find a way to pull the goods back to the company, the staff will try to pull things home. Everyone complains about simply sending money. Can send money, there is no unified invoice, the company cannot be accounted for.　　Jason said, now the supermarket shopping card solves these problems, effectively simplifies the financial and administrative affairs process and improves the unit's manpower efficiency. Reporter investigation found that, in addition to the traditional shopping card department stores, supermarkets, restaurants, travel agencies, gas stations, beauty salons, car washing and other industries have similar consumption cards, stored value cards, tokens coupons, pick-up cards and so on. The above "Kaka" can be divided into three categories: first, the business of their own distribution of consumption, shopping cards; the second is a consumer shopping card issued by a single merchant in collaboration with such a Third-party service provider that can only be used in a designated merchant. The third is independent of merchant and customer's third party service organization, cooperates with many merchant, launches the consumer card.　　For example, Yangcheng Pass, is good pass card, Food Corps card and so on. It is reported that the above kinds of card division and bearer two. The secret card has the password setting, the bearer card does not have the password, is equal to the currency, is the consumer most familiar kind. But "in fact, regardless of what kind of names appear, it is a ' prepaid card ', which is characterized by advances, after consumption."　　Huang Wenjie, chairman of Guangzhou Chuleu Commercial Co., Ltd., who is the president of the general manager, said that the "prepaid card" was sold on credit, which provided a medium for the difference between the actual transaction and the delivery of goods.　　However, some experts believe that the business "prepaid card" mode, in fact, "type of financial" role of the mutation. For the retail industry, "class finance" phenomenon is not unfamiliar. We are familiar with the big supermarkets, shopping malls business survival model: between and consumersGold trading at the same time, the extension of 60-100 days to pay the upstream suppliers, which makes its carrying a large amount of floating cash on the book, and the formation of "expansion-sales-book floating cash-consumption of suppliers-scale expansion-expand sales-book float cash" Such a fund in vivo circulation system.　　This model is, in a sense, a kind of "financial" model.　　Based on this judgment, there is public opinion that the merchant's "prepaid card" hidden huge cash flow, bank interest, the residual value of the card's income. The retailer's high-profile call "promotional means" I do not deny that the shopping card does have a small portion of the above gains, but the proportion of the proceeds is far less sensational than the outside guesses. "The boss of a retail company in Guangdong told reporters that the department store would give a discount if the shopping card reached a certain amount."　　It is reported that Guang Hundred shares and Guangzhou friendship every 1000 will send 10 Yuan cash coupons, and Tianhe City Department store more than 1000 yuan, will give 1.2% cash return or 1.3% coupons. The peak of the department store is the holiday, especially the big holiday, the company's stock capital change is quite obvious, not fixed unchanged. Moreover, during the holiday period, the department store's supplier cost does not fall, department stores need to advance a larger portion of the funds to purchase goods. In addition, "during the holiday period, department store shopping card return rate is very high, the highest proportion to reach 90%~95%, which calculates, the cash flow in the hands of the merchant how many?" "" The supermarket because the settlement date is long, and the holiday purchase quantity increases, may depress the cost, moreover the supermarket shopping card month consumption return rate is not high. "However, the retail business manager said that the supermarket shopping cards are generally in cooperation with Third-party services, Third-party agencies to help business card issuers, the sale of cards funds are usually monthly settlement." Unlike their own card issuers, merchants are required to pay a third party agency about 1%~3% fees, while the latter can also obtain 0.8%~3%, catering, beauty and other services such as the proportion of the highest rebate can reach 20%.　　It is reported that most of Guangzhou merchants have cooperated with the third party organizations, but due to fees, commission fees are higher, most of the merchants withdrew to their own hairpin. As for the remaining value of the card, a business revealed that the current individual merchants issued shopping cards without consumption date restrictions.　　For a shopping card with a term consumption setting, if the consumer's shopping card expires, it can be paid for by the card issuing company. "For businesses, the most important part of a card-issuing harvest is the potential demand for individual consumers, in addition to the large group purchase income." Huang Wenjie says money people usually save, but shopping cards consume.　　According to the merchant's calculation, the usual shopping card 1-dollar face value can pry move 1.2~1.3 yuan lever consumption, so to a large extent, the merchants will be hairpin as an effective promotional means.　　Difficulties in the supervision of card-issuing card but, the negative impact of shopping cards can not be ignored, strengthening supervision is imperative. It is reported that the foreign prepaid card was originally developed because of the demand for small payments, but in China, the number of cards sold on employee benefits and social demand has accounted for 70% to 80% of the prepaid card market. Reporter survey learned that Guangzhou is currently on the market shopping cards, the minimum denomination of 100 yuan, the largest denomination of about 10,000 yuan.　　This has in some way contributed to corruption and social problems. In addition, a number of small and medium enterprises do not have the strength of the prepaid card so that many consumers suffer economic losses. "Within 2 years, I changed three beauty salons, including some big chain brands." These shops often do not go for 2-3 months, the shop is not moving or closed. In this respect, I lost at least 2000 yuan. There are fitness cards, loss of more than 3,000 yuan, they have a fixed time, some can not be renewed or only allowed to renew once.　　A consumer told reporters. "Relatively speaking, some big businesses have the strength, the brand, and the shopping card consumption in their business occupies an important position, because they are in the card issuing and after-sale very cautious and attention." In particular, large department stores and well-known supermarkets, operational behavior is quite normative. "Guangdong Chain Management Association, said, beauty salons, gyms, car washing and other industries more than 90% is in advance mode of operation, these enterprises some shopping cards or traditional paper form, rather than electronic card form."　　Because of the lack of strength, frequent closures and disputes, these SME shopping cards should be more regulated. According to a professional survey by International marketing consultants, China's professional beauty agencies have closed down more than one-third a year, and a large number of new beauty salons are opened every year.　　In addition, the Guangdong catering industry since the beginning of last year, the highest income fell to 20%~30%, many catering enterprises have closed down earlier this year. The "Prepaid card" can guarantee only earn no compensation this year, the seven major department stores in Guangzhou ——— Canton Bai Goods, Guangzhou Friendship, Tianhe City Department stores, new Daxin, modern department stores, Xinguang department stores and Dongshan department store suction gold nearly 340 million yuan. It is reported that the market "prepaid card" income in the department store has reached 15%~40% at present, in the supermarket industry accounted for 30%, in the tourism enterprises accounted for the least proportion, and beauty salons, fitness and other industries, basic 100% by prepaid card mode. According to the above average calculation, seven major department store shopping card income about 93.5 million yuan.　　In this year, the monthly current interest rate of 0.72% per month in addition to the interest tax calculation, seven department stores 93.5 million yuan monthly interest of more than 50,000 yuan, consumption returned after the remaining 9.35 million yuan cash flow monthly current tax interest is more than 5,000 yuan. Industry to observe the various "Kaka" consumer reporter survey found that in addition to the traditional shopping card department store, now supermarkets, restaurants, travel agencies, gas stations, beauty salons, car washing and other industries have similar consumption cards, stored value cards, tokens, pick-up cards.　　The above "Kaka" can be divided into three categories: the purchase of their own distribution of consumption, shopping cards, such as Guang Hundred shares, Guangzhou friendship, Tianhe City department stores and other department stores and some of the travel card issued by travel agencies. A single merchant, in cooperation with a third party service provider, publishes onlyA consumer shopping card that can be used in a designated merchant.　　such as with Guangzhou Yi Lian Business Services Co., Ltd. Cooperation of China Resources million, Bojia supermarket, Carrefour, Hongcheng supermarkets, supermarkets and other supermarket shopping cards. Independent of merchant and customer's third party service organization, cooperates with many merchant, launches the consumer card.　　such as Yangcheng Tong, can be in the subway, the bus card, but also in the convenience store consumption, as well as with Guangzhou Yi Lian Company is good Pass card, Food Corps card, can shopping, watching movies, catering consumption. Newspaper reporter Ting Airi 12-13 edition comics: Zhang Jianhui