Source | 21st Century Business Herald Author | Edited by Huang Zixiao | Sun Chaoyi New Media Editor | Intern Zhu Yidan
"No queues", "Exclusive banking area", "Airport lounges" ...... As a status symbol, the golden sunflower is gradually being integrated into the new "M+" system of China Merchants Bank.
Recently, the 21st Century Business Herald reporter learned that China Merchants Bank issued an announcement on the adjustment of the bank's M+ membership system through the APP, and the new system will take effect from June 25.
It is reported that the "M+ Membership System" of China Merchants Bank was originally launched in 2020, which divides customers into nine levels according to indicators such as asset value and activity, so as to achieve refined management. In this adjustment, China Merchants Bank further integrated the tail customer group, officially disclosed the stratification of the bank's high-end customer group, and also realized the integration of the M+ grading system on the APP side and the traditional gold card and golden sunflower and other traditional systems.
An industry insider told the 21st Century Business Herald reporter that for a huge banking team, if a set of systems and a language can be used to do customer management, it is actually very cost-effective.
According to the annual report, as of the end of 2023, the total number of retail customers of China Merchants Bank was 197 million, an increase of 7.07% from the end of the previous year.
Refined operation with the help of membership system has become an industry trend in wealth management. Recently, China CITIC Bank, Minsheng Bank, Bank of Communications, Postal Savings Bank, and Ant Fortune have also adjusted their customer classification systems.
1. China Merchants Bank M+ grading system
Adjusted to 10 layers
Comparing the old and new versions of China Merchants Bank's M+ membership system, we can find many changes - the original "growth value" has been changed to "wealth threshold", and the number has been adjusted from 9 levels to 10 levels, presenting the idea of "tail integration, middle refinement, and high-end refinement" as a whole.
Why did the "growth value" of China Merchants Bank become the "wealth threshold value"?
People close to China Merchants Bank said that the original growth value covered "asset value" and "activity" and other parts, and after this adjustment, the grade will be divided according to the asset scale.
At the same time, the validity period of the bank's membership has also been shortened from 90 days to 1 month.
From the perspective of tail customers, China Merchants Bank has revoked the M2 and M3 standards corresponding to 5,000 and 10,000 assets, reflecting the idea of "tail integration". Previously, the 21st Century Business Herald reporter had exclusively reported that China Merchants Bank through the newly established retail customer group department, the customers below a certain asset scale will be collected to the head office for intensive operation.
But why did you add a 1,000 yuan Volkswagen M2 separately? The above-mentioned person said that the bank generally needs to deposit 1,000 yuan in advance to open an account.
In the central part of the "double gold" customer group, the threshold of 500,000 yuan of golden sunflower customers subdivided into golden sunflower M1-M3, officially announced its 2 million stratification, reflecting the "central part of the fine" idea.
In terms of high-end customers, China Merchants Bank officially disclosed its private bank grading standards for the first time. Although China Merchants Bank will no longer announce the AUM of private banks in the 2023 annual report, this time the bank has disclosed the three levels of private banks for the first time, including 10 million for private M1, 50 million for M2, and 100 million for M3.
A person close to China Merchants Bank told the 21st Century Business Herald reporter that the new private bank M1-M3 actually has an internal classification, which is called "private bank", "ultra-high-end" and "100 million" customers.
From an operational point of view, what is the significance of CMB's adjustment of the customer stratification system?
An industry insider told the 21st Century Economic Reporter that there are many problems to be solved in large wealth management, including the head office and branches, business and risk, corporate and retail, as well as the credit and wealth sector of retail, and the differentiation between public customers and financial and private customers. "If you can use a system and a language to do customer management, it is actually very cost-effective. The membership system is a prime example. ”
In other words, in the past, China Merchants Bank had multiple sets of customer classification methods, including ordinary cards, gold cards, golden sunflowers, diamond cards, private bank classification standards on the savings card side, and the "M+ system" on the APP side, but this adjustment adds concepts such as golden sunflower before the new version of the M+ system, realizing the integration of the two sets of "languages".
"With a set of membership system combined, the efficiency of operation and management will be much higher." Industry insiders said.
However, a number of people familiar with the matter told reporters that it has little impact on the grassroots frontline. "The front-line concern is from 0 to 1, and the head office and the middle and back office are more concerned about going from 1 to N."
Second, banks and mutual finance institutions are intensive
Update the customer tiering system
In recent years, in the context of market adjustment and rate reform, the pressure on the wealth business of commercial banks and Internet finance has increased sharply, and the scale of fund holdings of many leading institutions has declined.
The 21st Century Business Herald reporter noticed that in addition to China Merchants Bank, many banks and Internet financial companies have recently adjusted their customer classification systems, and more refined stratification and clearer rights and interests have become a trend in the industry.
According to the official website of China CITIC Bank, the bank released version 10.0 of the App in December last year and simultaneously launched the CITIC Red R membership system. According to China CITIC Bank, the system unifies customer grading, grading standards, membership level rights and interests configuration, and member upgrade experience. In 2022, China CITIC Bank's private bank also upgraded the tiered system to five diamond grades, and the grading is strictly based on asset balances.
According to the official website of Minsheng Bank, the bank integrated and upgraded the retail customer rights and interests system in December last year, involving a number of adjustments to the "Extraordinary Courtesy" area and the "V+ Member" area.
According to the official website of the Postal Savings Bank, the bank will release a fully upgraded customer hierarchical service system in 2023, including public customers below 100,000 yuan, Jingui customers with 10-500,000 yuan, "Fujia" customers with 500,000-6 million yuan, and "Dingfu" customers with more than 6 million yuan.
In addition to the banking industry, there are also Internet financial giants that have upgraded their user growth systems.
At the end of last year, Ant Fortune's Wealth Black Card launched a wealth asset growth plan. When the average daily assets of the 30-day period are increased to 200,000 yuan, 300,000 yuan, 500,000 yuan, and 1 million yuan respectively, the corresponding node black card lucky bag can be unlocked. At the same time, Tiantian Fund also launched a VIP area, dividing VIP members into six levels: "V1 to V6".
A former head of the Internet wealth platform told the 21st Century Business Herald reporter that "the essence of mutual finance and bank customer classification is similar, both are to guide advancement and retention." Promote business transformation with one hand and improve satisfaction with the other. ”
END
►►►
Recommended readings in previous issues
Supervision stopped "manual interest supplementation" and institutions began to "chase interest for thousands of miles"
Ultra-long treasury bonds are about to go on sale, individuals can participate, will you buy them?
The equity class CCB Insurance had the highest return on asset management, the fixed income class ICBC AXA had the highest return on assets over 2%, and the mixed class had the highest return on assets
Explore the VAT reduction and exemption of bank wealth management and enrich the path of inclusive finance to benefit the people丨Talking about big asset management