To stimulate consumption, firm of banking of a lot of cars rolled out the near future “ low interest rate even the car of ” of 0 interest rate borrows money, product of privilege of this kind of loan is pulled on certain level changed sales volume, but the trend that cannot reverse sales volume to glide. The permeability that at present domestic car borrows money (of total sales volume of the sales volume of loan means and car than) be in on average 12% to 15% between, far under develop the market the scale of 80% above.
The reason depends on, the consumptive group that the car lends itself of product of interest rate privilege to be able to be enclothed is smaller, it is consequently finite to the influence of sales volume of car company whole. In addition, a few more current truckload the enterprise is truckload depreciate to be rolled out at the same time with loan privilege scheme considerably, of different program roll out lack reasonable join, affected car of privilege of low interest rate to borrow the market effect of the product. And the matter that sale of domestic car market glides is more complex, want to turn round this one situation, either only favourable car banking product can solve.
Product of domestic car banking lacks poor dissimilation, innovation step is single, and develop the space that product of market car banking innovates is larger, include the following characteristic:
More careful to the fractionize of market consumer, financial product has specific aim more. For example the car banking product that the solution buying a car that contemporary car offers to the undergraduate and masses are aimed at fan and woman customer in what rolled out during the world cup 2006;
Different banking service is bound, offer one-stop solution to make a kind of trend of the market for consumer. Develop the market often is borrowed through the car, rent, of a variety of services such as aid of car insurance, after service, close emergency treatment bind, use a car to experience for what consumer offers “ not to have care ” ;
The promotion area of car banking product turns a tide apparent.
Want to overcome the difficulty that method of innovation of product of domestic car banking shorts quite, besides should wait for policy and market oneself development besides, truckload the market participator such as orgnaization of factory, finance also has very big improvement space. For example, truckload factory and car finance orgnaization can reinforce consumer message share, perfect and current consumer information is collected with survey system, thorough analysis consumer is right the personalized demand of financial product. Additional, the financial orgnaization that provides different service can strengthen cooperation, offer more binding kind of product, provide one-stop financial service for consumer. Of course, truckload the factory can regard collaboration as platform, the product of all sorts of finance orgnaizations mixes conformity service. Civil / Jiang Chonglong (author department manage manages advisory company director especially, interview by Shi Baohua of our newspaper reporter arrange)