Four seas network news, recently, a number of banks floating large deposit certificate deposit rate, let banks' deposit war 'again. On April 24, the reporter of Beijing News learned that at present, 300000 large amount certificates of deposit in one year of the four major banks are 45% higher than the benchmark interest rate, 50% higher for the one million large amount certificates of deposit of joint-stock banks, and 55% higher for urban commercial banks.
However, what is the effect of raising the interest rate of CDs on bank's' absorbing deposits'? In the view of many bankers, CDs have no absolute advantage over other financial products, and the rising interest rate is not attractive to customers.
In fact, bank deposits have long lost their appeal to ordinary customers. The competition for deposits between banks is increasingly fierce. In order to attract deposits, major banks continue to raise the interest rate of large certificates of deposit, reduce fees and gifts, issue bonds to retain customers, product design time mismatch and other 'big ways of attracting deposits', and even learn from the insurance industry to attract customers.
It is worth noting that after many small loan companies and mutual fund platforms' run away ', some funds' return' to bank deposits.
The collective rise of the interest rate of large amount deposit receipts helps the "deposit war"?
On April 24, the Beijing News learned that the industrial, agricultural, Chinese and construction companies had large certificates of deposit with an increase of 45% over the benchmark interest rate, with a starting amount of 300000 yuan and a term of one year, and the adjusted interest rate of 2.175%.
Most of the large certificates of deposit of joint-stock banks are 200000. Among them, China Merchants Bank replied to Xinjing newspaper that since April 17, China Merchants Bank has launched 500000 and 1 million new large amount certificates of deposit, with interest rates rising 45% and 50% respectively from the benchmark, and the interest rates of 200000 original large amount certificates of deposit have risen 40% from the benchmark.
Small and medium-sized banks rose the most. On April 18, Jiaozuo CTS bank in Henan announced that it will issue the second phase of personal certificates of deposit in 2018, with the interest rates of six-month, one-year, two-year and three-year certificates of deposit rising 55% compared with the benchmark interest rates, while the previous interest rates of individual certificates of deposit in all periods of the bank only rose 45%. For the 200000 initial deposits of Bank of Chengdu, the 3-month, 6-month, one-year, two-year and three-year certificates of large amount all rose by 52%.
According to the data monitored by rong360, the average expected annual yield of bank financial products last week was 4.84%, down 0.01 percentage point from last week, down for three consecutive weeks. However, the reporter of Beijing News called the customer service of several major banks and learned that the interest rate of large amount deposit receipt with the initial deposit of 200000 yuan and three-year term of Bank of China, China Construction Bank, Minsheng Bank and Shanghai Pudong Development Bank was 3.85%.
In contrast, the interest rate of the bank's certificates of deposit has no advantage and is not attractive to customers.
'large certificates of deposit do not appeal to customers. 'Zhang Lin (pseudonym), a senior executive of a listed bank in Zhejiang Province, said frankly that the only advantage of large amount certificates of deposit is its certainty or asset security, while the current financial products are in fact guaranteed, so large amount certificates of deposit have no absolute competitiveness. Only when the financial management can't be paid rigidly and the investment may have the risk of loss, can the advantage of large amount deposit receipt be reflected. Therefore, most customers will choose financial management or other investment channels, and some older customers or people with multiple asset allocation will choose large amount certificates of deposit, but this choice is not the mainstream.
Liu Bo (pseudonym), an executive of a branch of a city commercial bank in Shandong Province, also said: 'from this increase, some of our joint-stock banks and some small banks have been raised to 50%. Most of the banks have risen 45% on the basis of the central bank's benchmark interest rate, and some have risen 40%. For customers, it is not particularly attractive to pay tens or hundreds of yuan more. "At present, banks will not consider increasing deposit interest rates to attract customers, but more about how to retain customers or attract lost customers back through services and products," he said.
How to adjust the deposit interest rate in the future? The above two bankers both said that the adjustment of deposit interest rate will be gradually liberalized in batches according to regions and bank types.
The "savings war" is not fierce, but tragic! "
In fact, it's not just large certificates of deposit, bank deposits have long lost their appeal to ordinary customers.
Recently, the head office of Zhang Lin's Bank made a summary and analysis of the deposit situation in the first quarter. "A large number of deposit increments are concentrated in large state-owned banks in the central and western regions, while in places with a high degree of financial marketization, the financial service outlets have already been saturated. With the penetration of mutual funds and other institutions, the deposit increments are becoming less and less. Zhang Lin said: 'we have come to the conclusion that the battle for deposits is & lsquo; tragic & rsquo;, not & lsquo; fierce & rsquo;. '
(last year) the total amount of deposits in four of the six outlets of our sub branch increased, while the amount of deposits in two outlets has increased negatively in recent years. Zhao Peng, an employee of a large state-owned bank in Liuyang, Hunan Province, said that the negative growth of the two outlets mentioned above was mainly due to the fact that a local city commercial bank in Hunan Province entered Liuyang market last year, which "seized" the business of administrative institutions of the two outlets, and also used some savings for free, resulting in the negative growth of deposits in the two outlets.
According to Zhao Peng, there were initially five banks in Liuyang District, and now there are 19 financial institutions to 'carve up' the market. In addition to the competition between banks, the loss of corporate customers, institutional customers also makes the pressure of banks to pull deposits more and more.
On the one hand, the state restricts the bank's & lsquo; hand in & rsquo; to the government's credit, tax and other powers, which indirectly leads to the reduction of the idle funds that the government can put in the bank; on the other hand, some enterprises simply set up financial companies to manage the finance instead of relying on the bank to manage the funds. Liu Bo said that in recent years, the total deposits of several joint-stock banks in his region have declined by 20% - 30%, 'our bank is generally stable. '
In Zhao Peng's impression, in the first quarter of each year, the competition of deposit business between banks is the most intense. 'if the deposit is not charged up in the first quarter, it will be greatly affected throughout the year. In the meantime, some banks even use some vicious competition means to pull deposits. For example, a salesman promises to deposit customers that in addition to the interest, he will give customers another 20000 yuan, and the 20000 yuan is from the & lsquo; marketing expenses & rsquo; of the outlet;. Zhao Peng explained that at present, each bank outlet will have special marketing expenses, which are less for large state-owned banks and more for joint-stock banks and small and medium-sized banks. 'in Liuyang area, there are bank outlets with a single marketing expense of more than 1.5 million yuan a year, and each of our outlets has a marketing expense of 600000-800000 yuan a year. '
Zhang Lin is no stranger to the 'marketing expenses' used to pull deposits, such as point gifts, lottery, etc. Zhang Lin said frankly that the effect of this way of influence is phased, and ultimately depends on products and services.
In addition, Zhang Lin told reporters, "in terms of bank deposits, the trend of" insurance "is becoming more and more obvious. That is to say, the insurance industry pulls customers. Some banks even pull deposit business personnel to a place for training, marketing in the opening battle of the quarter or the beginning of the month, or even actively door-to-door marketing. Liu Bo also said that this way is not uncommon in the third tier areas.
Return of mutual fund financial management customers in the part of payroll business
Fortunately, the vicious competition of "deposit war" in the basic outlets of banks has decreased.
"In the past, we used to make profits, yell, disguised promotions and other ways to" pull deposits ", but now we slowly realize that excessive marketing can not achieve lasting results. "Zhang Lin said that at present, various banks have taken various traditional or innovative measures to increase deposits.
In the past, in view of the counter pressure, Zhang Lin's Bank was not very interested in paying enterprise salaries on behalf of others. 'but now we have gradually grasped this business. Whether it's 500 yuan or 3000 yuan salary, it's current stable deposit, and we can still find ways to retain it. "Zhang Lin said.
In terms of innovation, banks also increase deposits through new businesses.
In recent years, due to the great change of exchange rate, banks have made great efforts in international business, hoping to deposit customers' funds in the bank to become deposits, Zhang Lin said. In addition, its banks also pay more and more attention to the financial capital bidding projects of government departments, state-owned enterprises and other units, and stabilize deposits through high premium prices.
In addition, its banks are paying more and more attention to retain funds by issuing bonds. 'the government financing platform is limited, and the financing of local governments has turned to the market-oriented way. We can retain the cash by means of bonds. '
In terms of product design, banks reduce the fluctuation of capital by "time mismatch". 'for example, by the end of March, bank funds will be tight. In February, we will launch a product with a two-month term and a high quota, so as to cover the sensitive time nodes of fund fluctuations to retain deposits. "Zhang Lin said.
It is worth noting that, after the brutal growth of mutual fund platform, some bank deposit customers choose 'return'.
Zhao Peng and Liu Bo also mentioned that in the past few years, small loan companies and mutual fund platforms have grown savagely, and many bank deposit customers have chosen to put their money on higher income platforms. 'I was very impressed that in the past few years, when recommending deposit products to customers, customers immediately refused and put the money into mutual fund company. Later, many platforms ran away, causing heavy losses to investors. Many customers turn their heads and prefer to have lower returns and put their money in the bank for safety. 'said Zhao Peng.