The threat of "baby" and the frustration of the independent electric dealer, what banks should do

Text/Huang Jianming micro-letter public number: huangjianming026

In the 2014, the banking industry in the past year has experienced the balance treasure and other Internet financial products impact, since the establishment of electricity business channel setbacks, still face some challenges of the Internet transformation.

2013 is the "Baby Corps (balance treasure, hundred hair and other Internet Money Fund)" The most popular day, its 7th annual return rate of 6% or so. However, the past year, the "Baby Corps" rate of return began to decline, especially after the April, the market funds gradually loose, balance treasure, financial management products such as the 7th-year profit rate is a sharp decline. While earnings have fallen, the transfer of money from bank deposits to "babies" continues to grow, and cannot be overlooked.

On the other hand is a high-profile online bank of the electric business, CCB's good and financial business in the operation of 1.5 total turnover exceeded 30 billion yuan, the overall growth rate began to slow down, the source also admitted that money is still very far from their own, the Minsheng Bank's electric dealer High-profile establishment, High-profile digging to scholar-type expert Yin Long, but after the people's livelihood electric business has formally established 3.5 Yin Long the Lightning in mid-December. Minsheng has entered the strategic contraction period, the future is unknown.

Two ways to "baby"

The first kind of gentle means: adapt to the trend, educating users to complete investment conversion

The "Baby Corps" is a threat to the bank mainly on the demand deposit side. In the beginning, the balance of treasure is considered to be a convenient cash fund, the bank is not a threat. In terms of income, about 5% of the annual rate of return, relative to the bank's financial products, some short-term investment products 8%-15% income, it can not be compared with it. Even the current largest balance treasure has 250 billion yuan of capital, is only 0.24% of total banking deposits.

Short-term threats are not big, so banks can take a moderate approach, to adapt to the trend, the introduction of easy to save the Money fund, first in the early stage with higher interest rate differential competition, and then the direct deposit of the user's investment behavior changes in order to educate the way, in various major line point, The telephone and other channel propaganda lets the customer withdraw the part from the deposit to invest in this kind of "baby" product first, for customers who invest in the "Baby Corps", these users can be properly educated, based on the security of funds, to be able to put deposits and money funds into a bank, so that customers have a better experience, To achieve their own savings in the internal recovery of funds, the formation of investment closed loop, refused to outflow.

Implementation difficulties:

1. The bank's internal reforms have been so strong that big banks are not bothered to make such retail investment products

2. The number of services is limited, each branch of the staff on duty may be less than 10 people, for some Puka users, it is impossible to achieve a separate service, independent consultation, more than a one-to-many, handle business trouble.

3. Starting from their own savings pockets, more like the act of self-preservation, rather than the development of new users, the bank's inherent thinking, will not make such a change within themselves.

The second tough approach: visible hands, forcing regulatory policy

Tough means relatively simple and rough a lot, will be a pole of "baby Corps" into a strict monitoring of the main object, the main body of internet companies have no financial background, the move once implemented, "Baby corps" difficult to resist.

Recently there have been signs, famous investors Huang in micro-Bozhong pointed out:

After interviewing a banker, he said that once the balance was paid for the reserve, the current rate of return may fall by a point or even more, so that less than 4% of the yield, the user's attractiveness must be a big discount, the effect of such a tough tool is immediate, but the consequences of harm to users is also very large.

Difficulty: It is easier to implement than moderate, and more in line with the interests of banks. The biggest difficulty is that the user's aversion to the bank deepened after tough tactics.

Continue to innovate on the electric business Road

Although there is a previous article said that the construction bank's good and business growth slowed down, as well as the Minsheng Bank's electrical business, but in the long run, the bank to the electric industry, and deep is an inevitable trend. For the banking industry, which is becoming increasingly "old" in the Internet and mobile internet era, it must not be easily lost.

Banks are indeed looking for a more fitting way to reform than their own counterparts. Let the bank in the field of electrical business can also find their own "balance treasure", let this group of "elephants" for rapid, practical innovation.

In The Independent road, leaving the bank to choose the road, there is only one, is the cooperation with the third party, the realization of technology, products, all aspects of the outsourcing, a-stop service. There are many enterprises to choose from, but there are really few enterprises that match the strength of the bank, so it is even more difficult to achieve the subversive effect of "balance treasure". And this "99 infinity," the low-key enterprise in recent years has entered the eyes of everyone, last year, the teacher in the "Bank of the electric business crux of the problem where?" The article also mentions this enterprise, there are many unique advantages of the bank to do electricity, such as a large number of customers, hundreds of millions of of bank cards and credit card holders, but at the same time lack of electrical business thinking, in the shopping experience, after-sales service and so on are not too deep accumulation, and 99 unlimited The company can help banks quickly embrace the internet. As we all know, the banking system is very large, it takes a lot of time and effort to complete the transformation of the electric business, through the use of external forces, such as embedded in the 99 unlimited Third-party platform, the bank can quickly realize the Internet, and achieve value added.

As of May this year, 99 Unlimited has been with the industry, agriculture, China, construction, Pudong, People's livelihood, Unicom and other 43 banks and institutions to carry out shopping malls and value-added application cooperation. 2013 China Mobile shopping market size of 167.64 billion yuan, 99 unlimited mobile shopping market accounted for 2.96%, up from 2012 up 58%. In the second half of 2013, the income exceeded 72 million yuan, registered users up to 27.9 million people, since December 2012 has increased nearly 50%

Is such a low-key enterprise, robbed the domestic banking industry's highest market share, for the bank's large Data implementation Service mall customization, for the bank to provide from the planning, marketing, promotion and a series of services, and will soon launch a more diversified content of the mall, including games, vouchers and so on, Allowing the bank to access the data only can complete the process of electronic business. Banks, based on their own data protection, will not hand over data to a number of third-party companies, or to a small, less powerful company.

Implementation difficulties:

1. It is difficult to make the first step of working with the traditional banks in cooperation with third parties

2. The bank's own financial security, information security concerns more

3. It is still to be seen that the bank's own earnings may not increase much, and it can become the bank's main business.

Conclusion: Whether it is the Internet Money Fund model, or innovative electric business model, two ways to jointly tell the bank a word, are subversive. In the case of science and technology rapid, but also insist on their own old, the final loss will only be their own, not to choose these only roads, I am afraid the bank will continue to accelerate the decline. Before there are all the Chinese English slang: no Zuo no Die (not die), for the banking sector, is no Zuo moment-in die (not die, must die).