Kanu's dilemma, how Kanu came into being
Section 1: Definition of Kanu and Causes
What is Kanu
Kanu refers to a person who uses a large number of cash cards and credit cards, but cannot afford to pay the amount of contributions, or has been repaying interest money by raising cards and debts. As the name suggests, cardholders become credit cards, cash cards and people who have to repay these cards every month.
It is reported that the word "Kanu" originated in Taiwan, and the financial authorities in Taiwan define those who are unable to repay the minimum repayment amount of the bank and fail to repay the loan for 3 consecutive months as "Kanu". According to statistics, more than 9 million people in Taiwan have credit cards and cash cards, and in 2008, there were about 400,000 "kanu", which rose to 700,000 in 2009. Millions of people are plagued by rolling credit card debt.
Kanu, also known as card creditors, Chinese mainland folk also used as satire or self-deprecating, refers to the use of credit cards, cash cards overdraft consumption, monthly salary or income can not be amortized part of the expenditure, the first installment can only pay part of the amount, and then need to pay financial institutions revolving interest, liquidated damages, handling fees, etc., fees and bear high card debt, personal financial turnover is not good.
With the gradual popularization of credit cards, card consumption and overdraft consumption have become the way of life of many modern people. However, just when some people are talking about the advantages of credit card consumption, there are more and more "kanu". The increase in irrational consumption has plunged the "Kanu" into a financial dilemma that is difficult to get out of, resulting in a vicious circle. Speaking of his own process from the essence of the moon to the debt, each "Kanu" has a history of blood and tears. Financial experts pointed out that overdraft consumption should be done according to their ability, and citizens need to be more rational about credit cards.
The formation and misunderstanding of Kanu
Causes:
1. Luxury consumption.
2. Stimulus card without goal.
3. Income disruption (e.g., vicious closure of the company or salary arrears), or income instability (e.g., occupations with a fixed monthly salary).
4. Emergency expenditure. (e.g. natural disaster or illness of a loved one)
5. Moral hazard.
6. Credit expansion. (e.g. the total amount of credit + credit card + cash card, more than 22 times the actual monthly income)
7. Punitive liquidated damages of the bank, resulting in rolling profits.
8. Inherit the debts of relatives and friends who have passed away.
9. Investment failure. (For example, in Taiwan, you can buy a fund by credit card, but the underlying of the investment often loses less than half of its net worth, especially funds with the name "Taiwan" or targeting traditional industries)
10. Being scammed and thus purchasing high-priced but low-value goods or services. (The characteristic of this item is that the store claims to have zero interest rate in installments, but in fact, the interest payable has already been evenly amortized into the payables of each period)
11. Debt integration, the more integrated the more owed. (Some banks' card-bond integration, most of which have time-limited preferential interest rates, plus handling fees, will result in old debts being unpaid and new debts being added.) ）
12. Cash out of the credit card, collude with the card shop, swipe the card for fake consumption, and then pay a certain percentage of the cash to the card swiper. (Earlier credit cards did not have the function of cash advances, or the available balance of credit cards did not reach the upper limit, but the balance of cash advances reached the upper limit)
13. Credit card stolen
Formation of misunderstandings:
With the gradual entry of credit cards into people's daily lives, there is no doubt that while bringing convenience to people, it is also due to the malicious overdraft and cash-out of cardholders. At the same time, some misunderstandings in the use of cards have also emerged, and the relevant experts of the credit card center of the Bank of China Beijing Branch have revealed the following financial misunderstandings, you must be careful.
Myth 1: The more credit cards, the better
Credit cards are not more, the merrier. First of all, too many credit cards on hand will lead to too scattered consumption, the points in the card are not easy to accumulate together, and it is difficult to enjoy the services such as point exchange or card upgrade launched by the bank. Second, too many credit cards can confuse cardholders with the amount of consumption per card, the date of repayment, and if they cannot be repaid in time, it will also have an impact on their credit history. Cardholders are advised to keep one or two of their usual credit cards.
Myth 2: Saving money in a card is the same as saving
Xiao Qiang would deposit a large amount of money into the credit card every month, let the bank slowly deduct it, or sometimes withdraw cash directly, but he found that inadvertently, a small fee had been automatically deducted.
Experts said that the money in the credit card, which is what we usually call the overpayment, is actually not calculated at any interest, that is, you lend the money to the bank in vain, even if you withdraw cash, you also need to calculate the withdrawal fee.
Myth three: using credit cards for short-term investment
Credit card is a consumer credit tool, cardholders can spend first and then repay, enjoy a certain interest-free period, can also withdraw cash to emergency. However, cardholders use credit cards for short-term investments, ignoring normal risk considerations, and once they are unable to repay normally, it may affect their credit history in the future.
Myth 4: Only the minimum repayment amount is repaid
Kobayashi would return the minimum repayment amount of her credit card every month before the final repayment date arrived, and she could have paid off all the arrears, but in order to enjoy the bank's interest-free period, she deliberately set a minimum repayment amount. But when the bill is issued every month, she still has to pay a lot of interest, which makes her puzzled.
Bank experts point out that most banks set the minimum repayment ratio for credit cards at 10%, and as long as the minimum repayment amount is paid on schedule, your credit history will not be affected. In fact, if the loan is not repaid in full, you will be charged 5/10,000 of the interest from the date of the first card purchase in the month.
Myth 5: Promotional credit cards are free lunches
A few days ago, Ms. Lu received a monthly statement from the credit card issuing bank, informing that 300 yuan had been debited on the card, as this year's annual fee, because there was no balance in the card, this amount was counted as an overdraft consumption, once it exceeded the 40-day interest-free period, it would start to calculate interest at an annual interest rate of 18%. Ms. Lu then remembered that last year, she had applied for a credit card in the promotion of "free annual fee for the first year and opening a lottery", but only used it a few times to put it on the shelf, did not go through any card cancellation procedures, and now she can only choose to pay another year's annual fee.
Bank experts pointed out that credit cards are different from debit cards, banks can directly debit the card, if there is no balance in the card, it is considered an overdraft consumption, after the interest-free period, the interest during the interest-free period will be counted together. Failure to pay will be considered malicious arrears, and serious cases will constitute fraud. Therefore, if the consumer does not want to continue to hold the card, he should apply to the bank for cancellation on his own initiative.
Myth 6: Interest is only paid for the number of days overdue
Bank experts remind everyone that if there is a overdue, the interest is calculated from the date of the card consumption, not just the overdue ones who charge interest. In fact, if the loan is not repaid in full, you will be charged 5/10,000 of the interest from the date of the first card purchase in the month. At the same time, the credit history may also be affected, so it is recommended that you must repay the loan in full in time.
Perspective on the origins of Kanu
In addition to the economic and social causes of the emergence of "Kanu", the lack of personal financial management ability is also one aspect: they overdraft their ability to pay. In fact, their way to become Kanu is not complicated, swipe the card is too cool, blink into a Kanu
"Spend tomorrow's money to realize today's dream", under one tempting slogan after another, loans to buy cars, houses, electricity, clothes, credit card overdraft consumption is becoming a habitual behavior in the lives of many young people. According to a survey of young Chinese people's consumption perceptions, 57% said they were "willing to use tomorrow's money to do today's things." ”
The vanity brought by fashion and the pleasure generated by early consumption have made credit cards become indispensable "necessities" for fashionable people, even ordinary working people and students in various modern metropolises, just like the popular "mobile phone", one person, or even a variety. Many people have one, two or more credit cards. The number of "Kamin" is growing, and the "Kanu" ethnic group is also growing. Every time I swipe my card, I always feel very happy, but I don't think that the money I swiped on the day of deduction is the money I have already earned. As before, the same is the card swipe, but the effect after the brush is not the same, before the swipe is the debit card, spend is the money that has been earned, look at the money in the card less, but now it is different, brush is the credit card, spend is the money later, because you can't see the real numbers, so there is no feeling of heartache. Many people have the feeling that buying a dispensable item, if you want to take cash out of your pocket, you will definitely weigh the pros and cons, and even give up. But if it is a card payment, it will be very refreshing, in their hearts, the card is not painful, but to count out the banknotes, it will be a little unwilling. This is the psychology of man.
Some young, impulsive, dare to spend money is the most popular type of customers in the bank, they have a certain income, good strong, want face, like a glamorous life, life has a taste, basically rely on card consumption, buy clothes and cosmetics, go to the restaurant, swipe the card without blinking, but only when they get the bill, only to find that the payday becomes a debt repayment day, just got the salary, a large part of it was handed over to the bank.
In a sense, the emergence and popularity of credit cards has stimulated and stimulated consumption, bringing about economic development and prosperity. However, for cardholders, their own advanced consumption has brought great pressure to their economy, which has affected normal life.
Raise debts with debts and accumulate into kanu
Some people say that the circular interest of credit cards is actually a snowball in the snow, rolling bigger and bigger. Many people agree that the use of bank cards is a symbolic of progress, coupled with the fact that banks have launched the "card to give gifts, swipe the card has points" campaign, so that more and more fashionable people to join the ranks of "cardholders". Credit card as a personal financial business products, quickly in the young people to get popular, the use of credit cards has become a more popular way of payment, but because many people do not understand the "living for the sake of out" principle, and even some people will borrow in turn as a way to enjoy life in advance, they have different banks of credit cards, there are people in one breath to do more than a dozen, in order to "card to raise cards", this seemingly fashionable way of financial management, in fact, has fallen into the vicious circle of circular interest, and finally the amount of arrears continues to increase. The indiscriminate use of credit cards is easy to fall into the vicious circle of "using debts to raise debts", so that you can fall into the strange circle of "Kanu" and cannot extricate yourself. Behind the increasing number of "Kanu", the hidden dangers of credit cards have gradually emerged.
Miss He, who has only worked for two years, is a hardcore advanced consumption fan, and in her concept, swiping a card to consume is to enrich her life with other people's money. This means that when she initially overdrew her first card and was able to repay the loan immediately, she did get a lot of enjoyment faster and more than others. However, with the increasing expansion of her advanced consumer consciousness and the increasing market temptation, just overdrafting a card is far from meeting her needs. In order to pay the arrears of the first credit card during the interest-free period, she applied for a second credit card at another bank to pay off the overdraft of the first card, and later applied for the third and fourth cards, so that the "card set card" formed a circular overdraft. In the end, due to excessive overdraft, it could not be repaid during the interest-free period, and she had to bear high interest every month, and Miss Jiang also became a standard "Kanu". Every time the final deadline for repayment, Miss Jiang was "bitter" about her previous excessive consumption. In the end, it was her parents who came forward to help her pay off the more than 20,000 yuan of debt owed to the bank. For this reason, Miss Jiang is very guilty, she said, when she went to college, she had spent nearly 100,000 yuan of her parents' money, and now that she is at work, she not only cannot pay her parents, but also has to help them pay off their debts. "It was all credit cards that ticked me off!" She complained.
Xiao Fang, who works in an administrative unit in Beijing, is supposed to have a stable and high salary among her peers. However, she is still a debtor, and Kanu is her most vivid portrayal.
Just arrived at the unit to work, she applied for three credit cards, the original intention was that the credit card is good to keep, easy to use, even if lost, there will be no economic loss, but cash does not have so many advantages. She uses these cards for shopping, eating and even emergency cash withdrawals on weekdays, and it is very refreshing to shoot. However, a year later, her original intention of applying for a credit card was changed by her dashing, excessive overdraft, so that once her salary was paid, she could only repay the loan at the bank. Gradually, the salary was not enough to pay, she came up with no way, she only had to use other cards that did not reach the repayment date to cash out, withdraw cash to pay off the arrears due first, but when the repayment period of different credit cards was close, she often could not sleep at night, one worried about losing credibility, and the other worried about the interest getting higher and higher. Xiao Fang said: "From the first credit card I made in college to several credit cards in my wallet now, there is almost no cash balance every month. It is because using a credit card to spend money useful is not the feeling of own money. Sometimes blindly purchased due to the temptation of advertising points in exchange for gifts, the interest paid on the monthly bill to withdraw cash is often nearly 100 yuan. However, it is precisely because I have this crazy card swiping habit, I have always been in debt, I have been repaying interest money, and I have slowly let myself fall into the cage of Kanu.
It is natural to owe debts and repay money, even the money of the bank, but it is necessary to understand that "raising debts with debts" can only last for a while, not for a lifetime. "Raising a card with a card" and "raising a debt with a debt" ultimately have to repay the loan in full with their own cash, and there have been examples of cardholders going bankrupt after swiping multiple credit cards in foreign countries. However, China does not have the relevant laws on personal bankruptcy, once the credit card bursts, even the minimum repayment amount of each period can not be paid, which means the bankruptcy of personal credit, the bank will regard such a situation as a malicious overdraft, the relevant parties will be blacklisted, restrict their application for mortgage loans, or reduce their maximum loan term. For the amount owed, the bank will also collect it through legal channels.
Excessive overdraft of credit cards will not only increase the financial costs of cardholders such as handling fees and interest expenses, but also form bad consumption habits of eating grain and make their economy in trouble. Young people are just economically independent, first of all, to develop good financial habits, to live a financially restrained life. Specifically, it is to increase income, control expenditure, pay attention to investment and insurance, and be cautious of debt. Don't use credit cards until you don't have credit, change the original intention of using credit cards, which will eventually lead to becoming a slave to the card.
It should be clear that the basic function of a credit card is for consumption, is an auxiliary payment and settlement tool, and must not use the credit limit belonging to the debt category as income. Credit card spending is generally encouraged, but credit card overdraft withdrawals are discouraged. Because credit card overdraft withdrawals are much more expensive than credit card swipes because there is no interest-free period. Cash withdrawals from credit cards can easily make people fall into the vicious circle of "tearing down the east wall to make up for the west wall" and "using debts to support debts". If the cycle is reciprocating, in the state of consumption, repayment, and payment of interest. The pleasure of temporary consumption will be diluted by the successive repayment bills, and even anxiety will affect health.
Statistics on the current situation of Kanu in various places
The term "Kanu" originated in Taiwan and refers to cardholders who are unable to repay their overdraft credit cards. Taiwan's financial authorities define a person who is unable to repay the minimum repayment amount of the bank and fails to repay the loan for 3 consecutive months as a "kanu". Banks "indiscriminately issue" credit cards for competing for customers, so that many people who do not have sufficient payment ability also have credit cards; cardholders shop wildly and swipe cards, which is the root cause of the phenomenon of "card slaves".
Taiwan, China
As of 2007, of the 11 million people in Taiwan, there were about 700,000 "kanu", that is, 6 out of every 100 economic people were kanu. On average, 40,000 people become bankrupt every month due to excessive card swiping, and 40 kanu commit suicide because they are in heavy debt. Some media said that credit cards have been listed alongside drugs and guns as Taiwan's "three major harms.".
According to the data released by the Taiwan media, the number of credit cards and cash cards in Taiwan in 2000 was only 18.3 million; in 2005, the number of these two cards increased to 45.55 million, but the increase in the income of the Taiwanese people lagged behind, resulting in a large increase in card debt and card slaves. As of 2007, more than 9 million of Taiwan's 11 million people each had at least one credit or cash card, and about 700,000 of them had difficulty paying or were on the verge of being on the verge of being unable to pay, accounting for 6% of Taiwan's population. The average amount of credit card debt for kanu is as high as NT$1.2 million. Due to the rolling profits, many people's monthly income is not even enough to pay interest, and some people can't afford it for a while, so they "tear down the east wall to make up for the west wall" and get multiple cards.
The karnu phenomenon has also caused great damage to the interests of card issuers, and the non-performing loan ratio of the credit card business has also risen from 2% in 2004 to 2.4% in 2006, forcing Taiwanese banks to write off about US$2.2 billion in bad credit and cash card debts.
Chinese mainland
The domestic middle-aged and elderly people have been unable to accept the use of credit card consumption habits, the main users of credit cards are still concentrated in young people, at the same time, as of 2010, 35% of credit card users are concentrated in Shanghai, Guangzhou, Shenzhen, Beijing four major cities. The strong promotion of banks and the concentration of the credit card market have led many people to have more than one credit card in their hands. According to a survey conducted by a Shanghai survey of credit card users in Shanghai, 26.4% of people admitted that they used their monthly salary of not more than 1 yuan, which is a typical "moonlight family". And because consumption, income and debt can not be well regulated, 32.5% of people are worried that they will enter the "Kanu" ranks because of excessive consumption.
Young people are prone to impulsive consumption and like fashionable things. The banking industry has formed a very fashionable atmosphere of swiping cards and borrowing money from banks through advertising, many young people are addicted to swiping cards without knowing how to understand, and naturally they have become "kanu", and most of the young people now are only children, and only children are easy to be used to at home, although the income is not high, spending money can be more generous than parents, such people may become "kanu".
Hong Kong, China
As at the beginning of 2008, Hong Kong had not fully settled the outstanding balance of credit cards of HK$24.4 billion. Surveys have shown that Hong Kong people have an average of 3 and a half credit cards at the same time, and a few people have more than 10 credit cards. Half of those surveyed paid off only a portion of their cards, and nearly 30 percent paid only the minimum repayment amount.
With the proliferation of credit cards and the introduction of various incentives to stimulate consumption, more and more cardholders are saddled with huge credit card debts and only pay the minimum monthly repayment amount. A credit company commissioned the University of Hong Kong to conduct a survey of 500 adults over the age of 18 who had defaulted on the number of credit card cards. The survey found that respondents spent an average of more than 7,000 yuan per month through credit card purchases, accounting for 70% of the median personal income. However, half of the respondents paid off only part of the card count, of which 29% only paid the minimum repayment amount of 5% of the card number, and the number of cards and interest that were constantly rolling over increased the repayment pressure of the respondents.
According to the latest figures from the Hong Kong Monetary Authority, there were about 11.5 million credit card accounts in Hong Kong as of the first quarter of 2008, with an outstanding balance of nearly $24.4 billion.
United States
The United States is a country that advocates advanced consumption. Nearly 300 million Americans in 2005 owed an average of $31,000 a person, equivalent to two-thirds of that year's GDP. "Americans' advanced spending has become a culture in this country, where they spend their money on how much credit they have, rather than on their income."
Credit cards have become an integral part of American life, from daily shopping to travel to restaurant bills, and their frequency and limits have become more frequent and than cash transactions. As of 2005, there were about 6,000 banks in the United States operating credit card business, with about 185 million credit card users. 75% of households have a credit card. By the end of 2005, U.S. credit card debt exceeded $800 billion, and the average household owed $7,200 to credit card payments. Heavy credit card debt has also become a major factor in the lives of American families.
On January 4, 2006, VISA Credit Card Company announced that in the week of Christmas 2005, their users had swiped $32.2 billion with Visa cards, and the average holiday credit card debt per household was $9,300, up 115% in the past 10 years, but not everyone was able to pay it off in time. In 2004, only 37.8% (70 million) of people paid their credit card bills every month, more than 3/5 (62.2%) were in debt, and 44 million people struggled each month because they could not pay the minimum amount
40% of office workers become Kanu
After the "happy swipe", the payday changes to the debt repayment date
Having multiple credit cards and often "brushing" in shopping places has become the way of life of many office workers, and some people can even "brush" multiple credit cards in a month, but at the same time, they also exchange the price of becoming a "card slave".
A survey of the credit card usage of more than 6,000 office workers shows that about 40% of office workers have become credit card "card slaves".
More than 80% of office workers have their own credit cards, and the usage rate is as high as 72.5%. After investigation, more than half of the office workers who own credit cards have to bear a part of the interest and negative assets. Among them, more than 20% of the card users believe that they are completely "stuck" by the credit card and spend a lot of money. Although 20% of people subjectively know the various drawbacks of credit cards, they inevitably become the "negative" of credit cards every month, and have become de facto "kanu".
For example, several credit cards owned by Miss Zhang have been "brushed up", but after seeing that a certain brand of cosmetics is being discounted, she can't help but tempt her to apply for another credit card immediately for the sake of snapping up the benefits. Now her monthly salary is almost entirely used to repay the principal and interest of the overdraft line, but the debt is still accumulating.
There is also a kind of "kanu" like Miss Li. She used points in exchange for gifts, once swiping her card every day, but when she "cleaned the battlefield", she found that her hard-earned points could only be exchanged for some dolls, tableware and other gifts, and she had a large amount of debt that needed to be repaid.
In foreign countries, credit card consumption is the number one "killer" that leads to personal bankruptcy, so it must be self-disciplined when using credit cards.
First of all, don't hold too many credit cards at the same time, one or two cards are enough. Don't swipe your card for points, it will be more than worth the loss. Second, don't use your credit card to withdraw cash, as there is an additional fee for cash withdrawals in general. In addition, because the interest rate on the credit card is much higher than the bank interest rate, it must be repaid during the interest-free period, and try not to choose the minimum repayment or partial repayment, so that it is easy to be high-interest liabilities.
New rules on credit card penalties
Regulatory cash-out Kanu repayment busy
In order to prevent credit card risks, the Supreme People's Procuratorate and the Ministry of Public Security recently jointly issued the "Provisions on the Standards for Filing and Prosecuting Criminal Cases Under the Jurisdiction of Public Security Organs (II)", which stipulates that acts such as "malicious overdraft of credit cards, the amount of which is more than 10,000 yuan" should be prosecuted. This is a wake-up call for the Kanu. After the introduction of the new regulations in recent days, the repayment enthusiasm of credit card users has increased significantly, and many "kanu" are worried about being prosecuted beyond the time and choose to repay in advance. At the same time, the new regulations also make the "business" of illegal business such as "credit card cash-out" cold.
Mr. Wang, a citizen, is a sales manager of a retail enterprise and a so-called "Kanu". Yesterday, when he received a second dunning call from the credit card bank, Mr. Li rushed to the bank to return the money. "In the past, when I bought something, I swiped my card at every turn, and the money I owed to the bank could be paid back slowly anyway." Now it is different, once it is identified as a malicious overdraft, it is necessary to eat a lawsuit. "In recent days, I have learned from several banks in the city that in recent days, there are not a few people like Mr. Liu who have repaid in advance. Originally, many banks issued a large number of credit cards to complete the card issuance task, but the malicious overdraft behavior of some cardholders made the bank very distressed. Nowadays, according to the regulations, "after two collections by the issuing bank and still not returned for more than three months" is a malicious overdraft, after the notice is issued, many people choose to repay in advance.
Illegal businesses such as "credit card cash-out", which used to be booming, were also affected by the new regulations and were also much colder. In the past, it was easy to find a "cash-out company" through a small online advertisement, and now after the state has introduced a law, many cash-out companies have chosen to close their doors, and many cash-out bosses have said: "Now that there are new regulations, and then an accident can be a big deal, earn those few dollars to go to jail, is it worth it?" ”
So what can they do after the "cash-out" stores that used to be frequented by the "Kanu" are closed? Everyone chose to do everything they could to repay the loan
Verse 2: Kanu's Dilemma
Is it God or Kanu
Nowadays, whether it is shopping or entertainment consumption, whenever it comes to checkout, the cashier will kindly ask, "Do you have a membership card?" "Stuffing around 10 membership cards in your wallet seems to be a fad. However, after applying for such membership cards, many consumers find that the original preferential offers advertised by merchants are difficult to cash, and their legitimate rights and interests are not protected, and consumers accidentally "step on the air" or are "trapped", from "God" to "Kanu".
However, in today's promotion of service and personalized consumption, we still often receive complaints about member services in one way or another, such as the "unspoken rules" of members' special promotional consumption, the daily queue day of members, the leakage of members' personal information, the zeroing of member points, the forced promotion of members, and the "shrinkage" of services after card application. A seemingly simple membership card reflects how much consumers are helpless and expectant, and also reflects that there is still a lot of room for improvement in business membership services. So, we can't help but ask, what is wrong with today's membership service? Is the normalization of discounts diluting the unique sense of honor of members, or is it the nature of business to pursue profit maximization? Is it information asymmetry that makes consumers fall deeper and deeper, or is it the marketing means of "fence sheep" of merchants?
In fact, the asymmetry of information determines that the buyer is in a weak position in the process of consumption. In today's open commodity market prices, as consumers, we have no right or energy to verify the original price of each commodity, however, how many people have fallen into the "bright and dark rise" such as discount promotion traps. In order to get more points rebates, the turn is "Kanu". It's like the relationship between the fisherman on the shore and the fish in the pond, the fisherman desperately wants to catch the "big fish" again and again, but most of them are disappointed. In the bustling "fish pond", the merchant's "hook" looks beautiful, buy 100 get 100 free, the whole field up to 30% off... Their "bait" also smells fragrant and can be tasted at will, and in the so-called "coupon promotion", let the fish embark on the "road of no return" of serial consumption like an addiction.
It is true that in today's promotion of harmonious consumption, businesses and consumers can also be the relationship between "fish" and "water". According to statistics, at present, members have become an important pillar for major department stores and supermarkets to obtain stable income, and the consumption contribution rate of some department store members has reached more than 60%. The customer is "God", which is the eternal theme that the merchant should hang on to his heart, but the result? Of course, the ultimate embodiment of the customer is the theme of "God", it depends on whose service is in place, who knows how to choose between profits and services, and create value for members through persistent detailed service. For example, according to the consumption habits of members, we provide one-stop shopping guides and information services; through a variety of timely member services, improve the value and pleasure of member experience. In addition, Guangzhou Department Store has the problem of tight parking spaces and poor parking services, especially in the core business district of the holidays, whether it is possible to work hard from parking lot design and membership services. Behind these details is the steady growth of the sales performance of department stores and the improvement of brand strength, which is also the key to improving satisfaction and reducing customer complaints.
Supermarket membership service, push is not VIP is a fence pen sheep
Nowadays, membership card consumption has become a form of popularity among most citizens, but with the popularity of membership cards, some of the defects it shows are becoming more and more obvious, and consumer complaints about it are increasing day by day.
Unexpectedly, although some merchant membership services have played "shrinkage" or even "disappearance", consumers rarely complain to the relevant functional departments, and even continue to take turns as "Kanu" in order to fight for the points protection level.
In this regard, at present, the VIP card of the supermarket is more of a discount function, and its differentiated services and experiential services are generally inferior to the banking, aviation and telecommunications industries; and the supermarket membership card is obtained after the consumption is full, the consumer has not signed the relevant membership charter and stipulates the rights and obligations of both parties, and the merchant will not be punished once it defaults, and there is also a lack of special authorities, so the merchant has absolute "interpretation rights" for the membership service.
Case 1 "Phishing" membership ads deceive you without negotiable
The use of advertising to one-sidedly emphasize and express member promotions, attracting consumer attention, this is a common "fishing" propaganda, but it has been tried and tested.
For a simple example, a member leaflet sent by a supermarket said that it was enough to buy more than 100 yuan and get 10 yuan coupon. However, when using the coupon, it was told that it needed to spend another 100 yuan to use it, but such restriction tips could only be seen on the on-site bulletin board, and consumers shouted that they were deceived.
Analysis: There is a lack of regulations to deal with phishing ads
Such "fishing ads" have surprising consistency: the first step is to aim at the explosive points and excitement points of the activity, to one-sidedly emphasize and express the promotion in the advertisement, and at the same time to leave a retreat for yourself with the words "see the on-site announcement for details". The second step is to explain the content of the activity twice with the store announcement, and make various restrictions to greatly reduce the degree of preferential treatment. In the third stage, although consumers are fooled by the huge difference between media advertising and store announcements, they still realize a considerable amount of consumption overall.
Case 2 Points bottomless pit makes members become "Kanu"
It seems to be fashionable to stuff various membership cards in wallets, but in reality, it is not uncommon for members to spend by "unspoken rules".
Ms. Ji, who works in the media, opened her wallet and took out a large stack of membership cards, including membership cards of beauty salons, supermarkets, department stores and other large shopping malls. Miss Ji said that she originally wanted to enjoy discounts when she applied for a card, but later found that she would want to accumulate more points with points, and if she no longer consumed, it would be equivalent to giving up the original points. For the consumption of points, it cost a lot of money to come and go.
And she has a profound experience of the membership card: she applied for a Yangchengtong joint membership card in a square, the card cost was 136 yuan, and the card staff strongly recommended it at that time, saying that there were 136 gold coins (points) in the card, and a gold coin could be used as 1 yuan, which could be consumed in the square, and up to 80 gold coins could be used at a time. But when she used this membership card to consume, she found that there are not many merchants who collect gold coins, and those who receive it can only use 2 coins to offset 2 yuan at a time, and they have to consume a certain amount to use the coins, she felt fooled at that time, because it takes more than 60 times to use up the 136 coins.
Analysis: The purchase reward is actually quite small
Many consumers have had the experience of impulsive consumption in order to make up enough points. In the current member shopping reward system launched by many department stores, every 1 yuan of consumption is 1 point, generally 200 points or more can be exchanged for 1 yuan, and to get 50 yuan of gifts must consume 10,000 points, it can be said that the return is quite small. And if the required number of points is not reached in the current year, the membership card will be downgraded or cancelled. In fact, consumers always want to get the best goods or services at the least cost, and the results are often calculated.
Recently, a report released by consumer advocacy group Choice pointed out that some supermarkets use the clever feedback conditions of membership cards to suck away millions of yuan from consumers, while consumers receive less than 1 yuan in return for every 100 yuan spent. To make matters worse, Choice said, these member discounts will change customers' shopping concepts, making them only want to shop at member supermarkets, rather than looking around, invisibly wasting a lot of money.
Case 3 "full to send" is often one or two yuan short
"How much to send" or "how many members to send" is the most original and old-fashioned means of promotion for merchants, which can always attract a tidal flow of people.
During the Spring Festival, a woman was attracted by the member day promotion of Tianhe City Department Store, "200 yuan for 300 coupons". However, after careful study, she found that the price of many goods in the venue will always be 1 yuan or a few yuan worse than the boundary of "how much". For example, "more than 300 yuan" can enjoy discounts, but the price of most of the goods in the field is 299 yuan, 598 yuan and so on.
In the end, in order to get a rebate of 900 yuan, I had to buy a lot of things I didn't need. She said that this is a test of brain and physical work, first of all you must calculate what goods to buy first, and then use coupons to buy another kind of goods is the most cost-effective; in addition, whenever there is a coupon return activity, the shopping malls are overcrowded, you must queue up to pay, queue up to redeem coupons and then queue up to pay, is quite tired physical work, shopping fun is greatly reduced, she said it is better to directly discount members to be more refreshing.
Analysis: Avoid impulsive consumption of the mind
The shrewdness of the merchant is to use the difference of 1 yuan or a few yuan to "intercept" the consumer outside the door of the gift discount, and if you want to get the coupon, you must make up the whole number.
To prevent falling into the merchant's coupon trap, first of all, do not be stimulated by the promotion of the merchant, you should first go to the venue to visit a circle to see if there is a brand that you like or need to participate in the promotion, if not, you can not consider buying.
Case 4 A fictitious "grand prize" actually promotes expensive goods
How many yuan can have a chance to draw a lottery, and so on, this kind of promotional means is also a common trick used by merchants. A consumer won the third prize as a 1,000 yuan lottery ticket. However, when he exchanged the lottery ticket for an item, the salesman demanded that he must purchase a prescribed item at the jewelry store to redeem the prize, and there was no explanation on the lottery ticket.
Another consumer campaign didn't end until the end of February. Before the purchase, the merchant promised to buy 699 yuan to send thermal underwear, when the consumer bought 720 yuan, after payment, the merchant changed his mouth to say that it had been delivered, and no gifts were sent.
Analysis: Prize sales should first indicate the details
The intention of the merchant is nothing more than to stimulate consumers to pay more money for shopping, in order to get more lottery opportunities, many consumers tend to "impulsively" consume. According to the "Measures for the Administration of Retailers' Promotional Behavior" promulgated and implemented by the Ministry of Commerce, the merchants carrying out lottery-style prize sales activities should clearly indicate the probability of winning the prize, the amount of the prize or the name, quantity, specification and quality level of the prize, the time and method of redemption, etc.; if the prize sales activities are accompanied, the matters should also be made clear to the consumer, and the lottery must have a notary public present, if there is no these, it can be concluded that there is a lot of "moisture", you do not have to be fooled.
Case 5 After-sales service play "shrinkage"
A consumer complainant said that on October 24 last year, he purchased a pair of men's leather shoes at The Tianhe Department Store, worth 1,003 yuan, and the warranty promised to return within 3 months of quality problems. However, he wore the shoe twice, and within 4 hours, he found that the heel was loose. Sent back to the counter, the other party admitted that it is indeed a quality problem, but refused to return, can only wait for the manufacturer to repair. Consumers think it is unreasonable because the warranty promises to return and exchange.
Another consumer complainant said that the purchase of a camera cost more than 2750 yuan and had an invoice and warranty card. I went back to find that the camera was underexposed, and when I went to the headquarters for overhaul, I proved that the camera was a fake. However, at present, the counter that sells this camera has been withdrawn, so when consumers directly report to the management, the other party ignores it and has a very bad attitude. In a fit of rage, consumers demand a refund of one loss.
Analysis: Complaints of doorless consumers would rather eat dumb losses
It is worth noting that the consumer complaint rate for after-sales service is low, and the complaint satisfaction rate is also extremely low. The phenomenon of double low complaint rate and satisfaction rate shows that many consumers are not satisfied with the complaint or have no way to complain, and some simply prefer to eat dumb losses, reflecting the poor convenience of complaints, low complaint handling rate, poor service attitude, etc., indicating that the retail industry is not sufficient for after-sales maintenance.
Case 6 "Bundled Giveaways" Many are about to expire
A consumer said that recently he bought milk at the HaoyouduoQian road store and received 6 boxes of fragrant milk giveaways, but when he ate it, he found that the milk was clumpy like tofu, but it was still within the shelf life. The child coughs and constipation after drinking it, which he suspects is related to spoiled milk. When he asked the mall sales staff, he was told that "the gifted goods will not be refunded."
Recently, some large shopping malls and supermarkets have found that the way of "bundled food" sales can be described as "a hundred flowers blooming". There are 2 bottles of drinks tied together, there are large bottles tied to small bottles, there are rag doll toys and drinks bundled, and pickles are tied to soy sauce for sale. However, some supermarkets have made a lot of "buy two get one free" with great fanfare, and many of their giveaways are about to pass the shelf life. The sales staff said that the mall engaged in activities to benefit customers.
Analysis: Expired food into promotional giveaways
Due to the large amount of supermarket purchases, in order to avoid food rotting in the mall, it is often necessary to digest the expired food through various promotional means and pass the risk to consumers. For these "bundled foods", consumers just need to pay more attention and take a closer look at the shelf life above.
Survey: There is no card for a similar member who lacks a sense of dignity
The biggest problem that consumers reflect on membership services is that they do not reflect the sense of honor that members should enjoy. Full wallet is the membership card of major department stores and supermarkets, but I don't think which one is particularly useful; the membership day of "a thousand stores and one side" often receives promotional text messages such as "how much to send", but in the wave of promotions, there is no difference between cards and cards.
The satisfaction rate of high-end members is higher than that of ordinary members
The more high-end the mall, the more services enjoyed by members? The survey shows that the overall satisfaction rate of senior members is higher than that of ordinary members. For the higher the contribution rate of members, the more services they generally enjoy, and for these services such as point rewards, free parking, and membership sessions, major department stores are similar. Gao Ping pointed out that due to the large radiation surface of shopping malls in the central business district, their resources are more invested in promotions; and for regional department stores like Sunbeam, sales contributions mainly come from members, and more attention will be paid to member value-added services.
At present, the major department stores have not invested more than 2% in member services. In terms of overall operation and management, the main store of the old department store is relatively mature in terms of software and hardware, while the new store has a significant gap with the main store, which reduces the overall satisfaction.
Fashion card "card" you are not negotiable