Exploring "pre-storage treasure" to solve the problem of prepaid consumption
■ Editorial
Pay attention to "I do practical things for the masses"
Series reviews
For "Pre-cunbao" to truly grow and achieve its original intention of "management", it also needs to make more flexible explorations and strive to achieve a win-win situation among consumers, enterprises, and society (government).
In recent years, pre-paid operating models have become popular in some industries. Consumers can obtain certain discounts when they deposit their consumption funds. The more they deposit, the greater the discount.
Under the mobilization of merchants, many consumers rushed to it, and even extreme cases such as "recharge 400,000 yuan to report training classes for children" appeared.
However, related problems have also emerged. Once the cash flow of the business is poorly managed or the consumer is dissatisfied with the service and asks for a refund, disputes arise.
For this reason, the “prepaid consumption refund is difficult”, this year was included in the Beijing Municipality’s “Monthly Question” as the key to solve the supervised matters.
In terms of specific measures, one of the solutions provided by Beijing is to pilot a "pre-deposit treasure" to allow consumers to deposit their money in a third-party bank, and each time actual consumption is generated, the bank account is transferred to the company.
At present, Beijing's Chaoyang, Fengtai and other urban areas have taken the lead.
At the same time, the "Regulations of Beijing Municipality on the Administration of Single Purpose Prepaid Cards" (Draft for Solicitation of Comments) is also seeking public opinions from the public.
The construction of a unified single-purpose prepaid card prepaid fund depository information platform by the city-level local financial supervision department and the development of depository bank access standards are important contents of this example.
Obviously, as an important measure to control the "difficulty of refunding prepaid consumption", the launch of "Pre-cunbao" is a strong guarantee for the interests of consumers and will inevitably be supported and welcomed by consumers.
In terms of enterprises, more than 400 enterprises in Beijing have introduced "pre-existing treasures."
But in reality, since the current focus is on publicity and guidance and voluntary business, there are no compulsory regulations. To increase the enthusiasm of more companies to participate in the "pre-cun treasure", there is more work to be done.
The reason is that if the so-called "routine" factors are aside, the introduction of the prepaid card business by the company is actually a special transaction reached with consumers. In this transaction, the consumer pays the company in advance, and the company Giving consumers preferential prices is essentially mutually beneficial.
With the introduction of prepaid cards, companies can not only lock in the customer flow, but also use the funds collected in advance for production and operation to meet part of the financing needs.
If all the funds are deposited in the "pre-deposit treasure", it is equivalent to only half of the business's goal is achieved, and the enthusiasm will naturally be compromised.
"Pre-cunbao" is undoubtedly a good idea to solve the problem of "prepaid consumption refund difficulties", but in the long run, if the enterprise adopts "pre-cunbao" to be unprofitable, it is possible to "invent" other more concealed grays. Means, resulting in unable to fundamentally solve the problem.
Therefore, for "Pre-Cunbao" to truly grow and achieve its original intention of "management", it must conduct more flexible exploration and strive to achieve a win-win situation among consumers, enterprises, and society (government).
And this is undoubtedly the purpose of Beijing's first trial of this before the relevant regulations are promulgated.
For example, it is possible to clarify the depository ratio, capital transfer conditions and cycle for companies participating in the "Pre-cunbao".
In addition, cooperative banks can also provide unsecured credit loans based on the amount of custodial funds or actual business data of the enterprise, which will also help increase merchants' enthusiasm for participation.
In the context of the difficulty of financing for small and micro enterprises, the consumer prepaid consumption model is actually a useful supplement in this regard. It can enable enterprises to withdraw cash flow faster and achieve positive circular development. No need to close.
In fact, if the "pre-cunbao" pilot is successful, it may even strengthen the consumer's prepaid consumption model.
Because, with the credit endorsement of "Precunbao", consumers will be more assured and more active in prepaid consumption.
Due to strengthened supervision, merchants may be more troublesome in using funds than before, but the speed of returning funds and obtaining stable customers will increase, and discounts do not need to be as strong as before, and ultimately achieve multiple wins.