Take stock of the stages of the changing means of customer acquisition by loan intermediaries56860.88888888861

Send flyers - push strangers, sweep the floor and street - sell customers with electricity --Putting print ads --Acquiring customers with social and big data, each stage has its social and technological basis.

When loan intermediaries first appeared, they were limited by the level of social cognition and technological development, and had to choose the most traditional means - sending flyers, pushing strangers, sweeping buildings and streets.

Later, the power sales model was introduced into China. With the development of mobile communication technology, loan intermediaries began mass telemarketing. At this stage, a large number of intermediaries made money.

After further development, powerful intermediaries began to place advertisements on major print media platforms, but were restricted by regulatory policies. Most of these ads were branding ads rather than product ads, i.e., they introduced potential customers to the company's brand rather than a specific loan product.

As of now, intermediaries have further upgraded their customer-acquisition methods and started to place ads on self-media accounts and short video platforms to acquire customers.

With the development of technology, a group of visionary intermediaries appeared, starting from the social field, through the socialization between people to acquire customers. The most representative one is WeChat. This kind of customer acquisition doesn't mean mass advertising and spamming WeChat groups, but skillfully targeting potential customers through attractive content.

The simplest example is that by clicking on an article, you can target customers and determine their intentions. Social-based customer acquisition makes customers more trusting and more likely to close.

Face-to-face lending services have such social customer acquisition features. Through high-quality content, attractive posters and other forms, it locks intentional customers in the WeChat ecosystem, analyzes customer needs, accurately grasps customer demand, and realizes accurate marketing and efficient conversion.

2019 national "two sessions" proposed during the promotion of high-quality development of the manufacturing industry, and the manufacturing industry, such as the current 16% tax rate to 13%, but also to encourage banks to increase the manufacturing industry in the medium and long term loans and credit loans, the bank as well as the manufacturing industry enterprises will be more favorable, the decline in the tax rate burden, will enable more The decline in the tax burden will enable more manufacturing enterprises to realize profits and increase credit resources, but also conducive to banks to better support the manufacturing industry.

1 set up a "customer-centered" concept of scientific development

Because of the manufacturing industry's wide range of products, sub-industry situation is complex, different enterprises operating in different situations, so that the bank is currently on the manufacturing industry credit business do not want to do, do not dare to do, can not do, there is a greater subjective fear, Inertia from the tight, mechanical application of policy conditions for business and so on.

Therefore, banks are required to change their mindset, set up a "customer-centered" concept of scientific development to meet customer needs as a starting point, to explore the manufacturing credit market support path, while strengthening the learning, take the initiative to act in response to the current characteristics of the financial needs of the manufacturing industry and the trend of changes in a timely manner to adjust their own business strategies, flexible use of products to serve customers, accelerate the use of products to serve customers, to accelerate the use of products to serve customers. Flexible use of products to serve customers, accelerate the financial support for high-quality manufacturing customers.

2 Strengthen the innovation supporting manufacturing credit development

(1) Accelerate product innovation supporting

Banks can make full use of financial technology, according to the characteristics of the financing needs of manufacturing customers, the manufacturing industry transformation and upgrading of the financing product system. Such as large commercial banks large scale, capital advantage is obvious, and has the advantage of domestic and foreign linkage features, can innovate products and supporting services for large enterprises in cross-border mergers and acquisitions, as well as capital arrangements, financial services needs.

Focusing on large core enterprises to effectively design different industrial chain financing products, to provide comprehensive financial services to address the financing needs of enterprises in the industrial chain. In view of the demand for microfinance in the manufacturing industry and the new features of enterprise operation, the system platform data of third-party institutions such as industry and commerce, taxation, customs, etc. can be utilized to actively develop supporting corresponding tax loans, tax rebate loans, government subsidized loans and other financing products.

(2) Guarantee innovation support

Effective guarantee innovation support, increase the development of industrial supply chain finance, by the strength of the supply chain of good core enterprises to provide security or repurchase as a credit enhancement measures, to enhance the credit accessibility of the manufacturing chain. According to the different characteristics and management methods of pledging equity, patents and intellectual property rights of non-listed enterprises, effectively innovate and design the management methods of pledging security with equity, patents and intellectual property rights of non-listed enterprises.

(3) Strengthening Cooperation with External Experts and Institutional Consultations

Banks are unable to familiarize themselves with the production and operation of different segments in the manufacturing industry, so they can actively interact with industry experts and scholars, industry associations, professional consulting organizations, research institutes, and other external institutions, to learn about the process technology, operating characteristics, and industry development dynamics of the segmented industries. In terms of specific project loans, you can introduce third-party external institutions or experts with certain qualification requirements to participate in project consulting and evaluation, analyze the project's market and benefits, the project's operating solvency, and issue relevant project evaluation opinions to provide reference for project loan decisions.

(4) Business process reform and innovation

To build a green channel for the evaluation of loans to manufacturing customers, in marketing, large customers should be upgraded to marketing direct initiation of business and shorten the business process. In the business investigation and evaluation, to optimize the financing business investigation standards for different industry characteristics of the manufacturing industry, focusing on business authenticity, market continuity, financing and repayment of reliable analysis, allowing high-quality manufacturing customers to a certain amount of project loans do not have to provide project research and can be exempted from the assessment, under the premise of controlling the key risk points to simplify the evaluation process, and comprehensively improve the efficiency of business evaluation.

3 Multi-channel accelerate the development of manufacturing credit

Manufacturing industry has the distribution of enterprises along the industrial chain and the characteristics of industrial agglomeration, the development of the manufacturing credit business of commercial banks, can be combined with the regional manufacturing industry and economic development strategy, from the upstream and downstream customers of the industrial chain, the spatial distribution of industrial agglomeration, the expansion of policy-driven effects to accelerate the development of manufacturing credit business.

(1)Determine the target market around the direction of industrial development and chain extension

"Made in China 2025" and other relevant policies and plans, has made clear the overall direction of the development of the manufacturing industry, while governments around the world are also adapting to local conditions, the introduction of the local development strategy, banks must be combined with the national and local policies and plans, take the initiative to docking with the relevant government departments to conduct a detailed survey analysis The company's business development plan is based on the local market.

At the same time, the manufacturing industry generally appears to be upstream and downstream enterprises around the core enterprises to form a close cooperation ecosystem, the bank can be along the industrial chain of division of labor and cooperative relations, extending the mining industry chain valuable customers, the supply chain upstream customers' financing needs to choose the best to intervene.

(2)Focusing on regional economic characteristics, locking the marketing direction

Currently, there are large differences in the development of China's regional economy, and the industrial layout also forms a gradient development trend. Banks according to the key aspects of industrial development in various places, top-down implementation of differentiated guidance, according to the strategic layout of the coordinated development of the region, integrated manufacturing development planning, regional resource endowment, financing business development status quo, tailored to the local conditions to carry out accurate marketing.

(3) Around the tax reduction and burden reduction and other policy directions, in-depth excavation of the market

Currently due to the economic downturn, manufacturing customers operating conditions are difficult. Banks because most of the manufacturing enterprises have low profits, profitability is difficult to cover the loan interest, the bank loan failed to effectively protect, and manufacturing credit placement obstacles. But with the state to further reduce the manufacturing tax rate, reduce social security rates, accelerate the depreciation of fixed assets preferential policies introduced to the real economy manufacturing industry concessions, the customer's profit margins increased, business vitality increased, the enterprise's financing solvency enhanced.

4 Implementation of specialized branch rule loan mode

Based on the different manufacturing characteristics of each region, the construction of manufacturing industry segments of the special branch business model, that is, a bank specializing in a particular industry research, can focus on the characteristics of a particular industry and trends to analyze thoroughly and to form their own business advantages, the region's business in the industry by the branch to lead the initiation and management. To implement the franchised institutions to govern lending to achieve the goal of overall risk prevention and control. It is necessary to build a team of credit experts with in-depth professional capabilities, strengthen the research on the characteristic industries and industries in the region, and provide professional advice in the marketing of manufacturing customers, design of service programs, risk prevention and control. And according to the characteristics of the regional economy and manufacturing industries and customers, explore the establishment of a top-down subdivided industry limit management risk control system.

5 Strengthen personnel training and guidance

Actively organize staff to participate in the manufacturing industry cutting-edge conferences in various industries to increase the bank's understanding of the latest market conditions of the industry at all levels, and regularly strengthen the cooperation and communication with scientific research institutes and industry associations, and set up a regular training mechanism, to help credit staff to master the policies, products, and skills necessary for good service to the manufacturing industry customers, and to guide the branch to select high-quality customers, and to correctly The company has also established a regular training mechanism to help credit officers master the policies, products and skills necessary to serve manufacturing customers well, guide branches to select quality customers and correctly identify risks.