Sending leaflets-pushing strangers, sweeping buildings and streets-selling customers with electricity-placing print advertisements-using social and big data to get customers, each stage has its social and technical foundation.
When the loan intermediary first appeared, limited by the level of social cognition and technical development, it could only choose the most traditional means-distributing leaflets, pushing strangers, sweeping buildings and streets.
Later, the mode of selling electricity was introduced to China. With the development of mobile communication technology, loan intermediaries began large-scale telemarketing. At this stage, a large number of intermediaries made money.
After further development, powerful intermediaries began to put advertisements on major print media platforms, but they were restricted by regulatory policies. Most of these advertisements are brand advertisements, not product advertisements, that is, introducing the company's brand to potential customers, rather than specific loan products.
Up to now, the intermediary's way of obtaining customers has been further upgraded, and advertisements have been placed on media accounts and short video platforms to obtain customers.
With the development of technology, a number of far-sighted intermediaries have emerged, starting from the social field and acquiring customers through interpersonal communication. The most representative is WeChat. This kind of customer acquisition does not refer to mass advertisements and spam advertisements in the WeChat group, but subtly locks potential customers through attractive content.
The simplest example is that by clicking on an article, you can lock the customer and judge the customer's intention. Social-based customer acquisition makes customers more credible and easier to close deals.
Face-to-face lending service has such a social customer acquisition function. Through high-quality content, attractive posters and other forms, we will lock in the intended customers under the WeChat ecosystem, analyze customer needs, accurately grasp customer needs, and achieve precise marketing and efficient transformation.
Related Questions and Answers: Related Questions and Answers: How does the credit industry get customers? During the National "Two Sessions" in 20 19, it was proposed to promote the high-quality development of manufacturing industry and reduce the current tax rate of manufacturing industry from 16% to 13%. At the same time, it also encourages banks to increase medium and long-term loans and credit loans to manufacturing industries, which will be more beneficial to banks and manufacturing enterprises. The reduction of tax burden will enable more manufacturing enterprises to make profits and increase credit resources, which will help banks to better support the manufacturing industry.
1 Establish Scientific Outlook on Development Thought of "Customer-Centered"
Due to the wide variety of manufacturing products, complex sub-sectors and uneven operation of different enterprises, banks are unwilling, afraid and unwilling to do manufacturing credit business, and there are subjective fear of difficulties, tight inertia and mechanical application of policy conditions to handle business.
Therefore, banks are required to change their ideas, establish a "customer-centered" Scientific Outlook on Development, explore the support path of manufacturing credit market with the aim of meeting customer needs, strengthen learning and initiative, conform to the characteristics and changing trends of current manufacturing financial needs, adjust their own business strategies in time, flexibly use products to serve customers, and accelerate the financial support of high-quality manufacturing customers.
2. Strengthen innovation to support the development of manufacturing credit.
(1) Accelerate product innovation and matching.
Banks can make full use of financial technology and build a financing product system for manufacturing transformation and upgrading according to the financing needs of manufacturing customers. For example, large commercial banks have large scale, obvious capital advantages, advantages in domestic and foreign linkage, innovative products and supporting services, cross-border mergers and acquisitions of large enterprises, capital arrangements and financial service needs.
Effectively design different industrial chain financing products around large core enterprises, provide comprehensive financial services, and solve the financing needs of enterprises in the industrial chain. In view of the demand for small loans in manufacturing industry and the new characteristics of enterprise management, we can actively develop corresponding financing products such as tax loans, tax rebate loans and government subsidy loans by using the system platform data of third-party institutions such as industry and commerce, taxation and customs.
(2) Innovation and matching of guarantee methods
Effectively carry out guarantee innovation, increase the financial development of industrial supply chain, and provide guarantee or repurchase by core supply chain enterprises with good strength as credit enhancement measures to enhance the credit availability of manufacturing chain. According to the different characteristics and management methods of pledge of equity, patent and intellectual property rights of unlisted enterprises, the management methods of pledge and guarantee of equity, patent and intellectual property rights of unlisted enterprises are effectively innovated and designed.
(3) Strengthen consultation and cooperation with external experts and institutions.
It is impossible for banks to be familiar with the production and operation of different sub-sectors of manufacturing, but they can actively interact with external institutions such as experts and scholars, industry associations, professional consulting institutions and scientific research institutions. For specific project loans, we can understand the technical, business characteristics and industry development trends of sub-sectors, and introduce third-party qualified external institutions or experts to participate in project consultation and evaluation, analyze the market and benefits of the project, and issue relevant project evaluation opinions to provide reference for project loan decision-making.
(4) Business process reform and innovation
In order to build a green channel for customer loan evaluation in manufacturing industry, in marketing, large customers should upgrade their marketing, directly initiate business and shorten business processes. In terms of business investigation and evaluation, according to the characteristics of different industries in manufacturing industry, the investigation standard of financing business is optimized, focusing on the analysis of business authenticity, market sustainability and financing repayment reliability, allowing high-quality manufacturing customers to provide project loans within a certain amount without providing project feasibility study and evaluation, simplifying the evaluation process under the premise of controlling key risk points, and comprehensively improving the efficiency of business evaluation.
3 Multi-channel to accelerate the development of manufacturing credit
The manufacturing industry is characterized by the distribution of enterprises along the industrial chain and industrial agglomeration. Therefore, commercial banks can combine the regional manufacturing industry and economic development strategy, and start with the expansion of upstream and downstream customers in the industrial chain, the spatial distribution of industrial clusters and the policy-driven effect to develop manufacturing credit business, thus accelerating the development of manufacturing credit business.
(1) Determine the target market around the industrial development direction and chain extension.
"Made in China 2025" and other related policy plans have defined the overall development direction of the manufacturing industry. At the same time, local governments have also formulated local development strategies according to local conditions. Banks must combine the relevant national and local policy planning, take the initiative to connect with relevant government functional departments, investigate and analyze the local market in detail, and formulate business development plans.
At the same time, upstream and downstream enterprises generally form a close cooperative ecosystem around core manufacturing enterprises. Banks can extend the division of labor and cooperation along the industrial chain, tap valuable customers in the industrial chain, and intervene in the financing needs of upstream customers in the supply chain.
(2) Focus on the characteristics of regional economy and lock the marketing direction.
At present, China's regional economic development is quite different, and the industrial layout has also formed a gradient development trend. Banks implement differentiated guidance from top to bottom according to the key aspects of local industrial development, and carry out accurate marketing according to local conditions according to the strategic layout of regional coordinated development, comprehensive manufacturing development planning, regional resource endowment and financing business development.
(3) Focus on the policy direction of tax reduction and burden reduction, and dig deep into the market.
At present, due to the economic downturn, the operating conditions of manufacturing customers are difficult. Because most manufacturing enterprises have low profits, it is difficult for banks to cover loan interest, and bank loans cannot be effectively guaranteed, which leads to obstacles in the supply of credit in manufacturing industry. However, with the introduction of preferential policies such as further reducing the manufacturing tax rate, reducing the social security rate and accelerating the depreciation of fixed assets, the manufacturing industry in the real economy will benefit, the profit rate of customers will increase, the business vitality will be enhanced, and the financing and debt repayment ability of enterprises will be enhanced.
4. Implement the loan management mode of specialized branches.
According to the characteristics of different manufacturing industries in different regions, we should build a characteristic sub-branch business model of manufacturing industries, that is, a sub-branch specializes in a certain industry, which can concentrate on a thorough analysis of the characteristics and trends of a certain industry and form its own operating advantages. The business of this industry in the region is initiated and managed by sub-branches, and loans are managed by franchisees to achieve the purpose of overall risk prevention and control. It is necessary to build a team of professional credit experts, strengthen the research on characteristic industries and industries in the region, and provide professional advice on customer marketing, service plan design, risk prevention and control in manufacturing industry. According to the characteristics of regional economy, manufacturing industry and customers, explore the establishment of a top-down risk control system for quota management in sub-industries.
5. Strengthen personnel training and guidance.
Actively organize employees to participate in frontier meetings of manufacturing industry, increase the understanding of banks at all levels on the latest market of the industry, strengthen cooperation and communication with scientific research institutions and industry associations on a regular basis, establish a regular training mechanism, help credit officers master the policies, products and skills needed to serve manufacturing customers, and guide branches to select high-quality customers and correctly identify risks.