"The child is very much looking forward to saving the New Year's money, and since he has applied for a bank card, he has a real sense of money, and he feels that he has money. Lilith (not her real name), from Shanghai, just got her first bank card for her 5-year-old daughter Xiumi (not her real name) in mid-January.
Sino-Singapore Jingwei noticed that many banks are marketing for New Year's money, not only making exclusive bank cards for teenagers and children, but also launching exclusive deposit products for New Year's money.
"Cultivate children's financial skills from an early age".
I chose a bank card of China Merchants Bank for my child, and the 1,000 yuan given by my elders had been saved for 3 months. Lilith said that it is expected that Xiumi will receive about 10,000 yuan this year, and Lilith plans to deposit all the money into this bank card.
Lilith told Zhongxin Jingwei that Xiumi can now recognize the words on the bank card, and applying for a card can also cultivate the child's financial management ability, so she chose to store the New Year's money when the child is 5 years old.
Li Mi (not her real name), who works in Beijing, has already opened two bank cards for her 10-year-old daughter, Xiaoqing (not her real name). Li Mi told Zhongxin Jingwei that when Xiaoqing was 2 years old, she applied for a bank card of China Construction Bank for her and deposited the annual New Year's money in the card. "When my child was in the first grade, he asked me that every year someone gave me money for the New Year, where did the money go? I told her that she had saved all the money. ”
After the Spring Festival in 2023, when Li Mi was doing business at Bank of Beijing, the account manager recommended Xiaojing Card to her, so she applied for a bank card in Bank of Beijing and deposited more than 10,000 yuan of her child's New Year's money in the card. "At that time, there was activity in saving pressure money, and the annual interest rate of three-year deposits was 32%, a little higher than the interest rate of ordinary deposit products, the upper limit is 50,000 yuan, and I posted some of the money and deposited it. Li Mi said.
Li Mi said frankly that the main purpose of saving New Year's money is to cultivate children's sense of financial intelligence, telling children that they can't spend all the money, but they can also save it and use it when they need it.
Customized cards and exclusive deposits attract customers
Around the Spring Festival, a number of banks have launched marketing activities aimed at "New Year's money", including customizing exclusive bank cards and exclusive deposit products.
How to spend the New Year's money? It's better to get your own bank card for your child. The Rizhao Bank poster reads. The poster shows that the bank can customize the "baby card", and the daily customized card is 30 yuan, which can be handled free of charge during the event from February 1 to February 29. During the event, a single deposit of more than 20,000 yuan (inclusive) in the baby card can get a chance.
Qilu Bank issued a document saying that the bank has launched a children's card and baby gold, which can be opened at the counter of any outlet, and after establishing a guardian relationship, the child card can be bound to the guardian's mobile banking.
According to Handan Bank's WeChat***, the bank issues exclusive debit cards to children under the age of 16, and the cost of card opening, card replacement, card annual fee, and written loss reporting fee are all waived. The bank's mobile banking also launched a baby area, which can be used for parent-child account addition, unhanging, family transfer, etc.
In addition to exclusive bank cards, banks have also launched special deposit products with lower deposit points and interest rates that are the same or slightly higher than ordinary deposit products.
Recently, the reporter called a branch of the Bank of Beijing in Beijing as a customer, and the staff said that the bank has a regular lump sum deposit product "Xiaojing New Year's Treasure" specially designed for teenagers and children to take care of New Year's money and red envelope gifts. The minimum deposit amount of this product is 50 yuan, and the annual interest rates of 3 months, 6 months, 1 year and 2 years are respectively. 15%, and the annual interest rate of 3-year and 5-year time deposits with a minimum deposit amount of 1,000 yuan is 26% and 265%。
According to the poster of Jiangsu Changshu Rural Commercial Bank, the bank launched a New Year's money deposit, with a minimum deposit of 500 yuan and a one-year deposit interest rate of 211%。Sichuan Ya'an Rural Commercial Bank has launched the "New Year's Treasure" product, which is sold to minors under the age of 18, with a minimum deposit amount of 10,000 yuan (inclusive) and a 6-month, 1-year, 2-year and 3-year execution interest rates. 80% and 34%。
*: Bank WeChat***
The intention is to nurture leads
In the eyes of industry insiders, banks have launched exclusive bank cards and products for children and teenagers, or they are intended to "put a long-term line to catch big fish".
In the view of Dong Ximiao, chief researcher of Zhaolian, banks have several considerations for providing services and marketing for New Year's money: first, the New Year's money itself is also capital, and banks can absorb some deposits; Second, it helps to cultivate young people's awareness of investment and financial management, and cultivates potential customers for the bank. The third is that attracting children is actually marketing to parents, and it is also a way to attract traffic, which means that there are more service opportunities.
Yang Haiping, a researcher at the Research Institute of the University of Finance and Economics, told Zhongxin Jingwei that during the Spring Festival, commercial banks launched bank cards and related deposit products for children, on the one hand, they hope to provide targeted services for children's New Year's money, seize and cultivate children and young customers; On the other hand, it is to bring small hands to big hands and drive their family members to become effective customers of the bank.
In fact, in the early years, many banks launched bank cards for children aged 18 or under 16, but on the whole, the development of this part of the business is still tepid.
In the interview, Zhongxin Jingwei learned that children's exclusive banks** often only have the basic functions of debit cards such as deposits and withdrawals, transfers, and consumption, but they do not support the purchase of wealth management products, and only individual banks support the purchase of wealth management products with a risk level of R1. In addition, some parents said that after applying for a bank card for their children, they were shut down by the bank for "non-counter" transactions because there was no transaction within half a year.
After the wealth management products are fully netted, customers have to bear the corresponding risks, and banks are more strict in managing the suitability of customers when selling wealth management products. There are also considerations in this regard for banks that only offer deposit products for children and teenagers. Yang Haiping said.
Yang Haiping further said that commercial banks provide bank cards and related products around children and teenagers, first, they should pay attention to customer suitability management and business compliance in the process of marketing and business development; Second, it is necessary to do a good job in customer demand analysis and improve the accuracy of financial services.