Discount, return and loot ETC users crazily! What is the loss and earning cry of banks?

 Discount, return and loot ETC users crazily! What is the loss and earning cry of banks?

Of course, this is a rather exaggerated statement. It is true that at high-speed toll junctions, ETC channels are often very smooth, and there are few vehicles. Artificial toll channels are often crowded and waiting. In addition to the aggressive banking industry, the first line of business to promote ETC, the payment giant Alipay and WeChat are also involved in the ETC war.

Why did ETC suddenly become a baboon?

The so-called ETC, which is the non-stop toll collection system on high speed, is the most advanced road and Bridge toll collection method in the world. The question is why there is a battle for ETC users?

ETC has been put into use for many years in China. The last outbreak was in 2014. However, due to the high threshold of cooperation, the participation of fewer banks and the untimely networking of ETC across the country, the development of ETC is relatively slow.

By the end of this year, the wind has changed dramatically. The reason is that the policy dividend wind has blown more and more fiercely since this year.

During the two sessions in 2019, Premier Li Keqiang proposed that the provincial and boundary toll stations of national expressways should be basically abolished within two years to realize speedy toll collection without stopping. On May 28, the Development and Reform Commission and the Ministry of Transportation explicitly proposed that by the end of 2019, the proportion of vehicles using ETC at the entrance of expressway will reach more than 90%.

According to the data, by the end of 2018, China had 240 million cars and 76.56 million ETC users, accounting for about 32%. This means that by the end of this year, the number of new ETC users will exceed 100 million.

Therefore, in the face of such a huge market, the big tycoons seem to be losing money and earning calls, but in fact they aim at the high-quality customer groups of ETC.

On the one hand, an ETC user can only bind an account. To seize users is to seize resources and market share. And they are all car owners. These users usually have certain consumption power and good credit records, and they are relatively high-quality customer groups.

On the other hand, payment is only a means, the core is the scene. Taking binding ETC payment as an opportunity, banks can effectively expand to high-value businesses such as credit cards, financial management, insurance, loans and so on. At the same time, they can also obtain B-end institutional users, such as local transportation departments. ETC charges by bank card, which is equivalent to the Ministry of Communications depositing part of the money in the bank, and the financial services derived from it will also become an important business of the bank.

In this way, banks can change the failure situation in the mobile payment war, and WeChat and Alipay can also improve the layout of offline payment scenarios. The hidden market potential behind ETC is the ultimate goal of the scramble.

Therefore, in the face of policy dividends and the outbreak of ETC, both banks and Internet giants should keep up with the pace of the times. Whoever will take the lead in taking the new space of mobile payment will take the lead and take the lead, and slow down, and may lose the whole game.

Of course, this does not mean competition. The Internet giant itself is in the forefront of the flow, the user base is large, the sticky is very high, and the operation ability is strong. It can quickly promote the popularization of ETC. Therefore, if a large bank wants to win the ETC market share, it is a path to cooperate with the Internet giant, for example, Alipay now. Very convenient, it can send you the ETC cooperation card home, and this card is a cooperation card with the postal savings bank. Obviously, this is a cooperation of 1 + 1 > 2.

Author: Water Skin Talk Studio