2024年中国国际服务贸易交易会(简称服贸会)近期开幕，但在金融服务专题展的现场，比金融机构展位密度更加集中的，是商业银行的信用卡地推。
服贸会现场，信用卡推销随处可见，礼品众多9月12日，记者实地体验发现，在展会现场不出百米的过道中，至少聚集了5家银行工作人员在地推信用卡。在前行过程中，平均每2分钟就会有人上前询问信用卡办卡需求。展区外，玩偶、露营车、空气炸锅等各类办卡就送的礼品更是堆积如山。
现象背后，也折射出当前信用卡新客业务的几大难点。
一是信用卡竞争模式告别“跑马圈地”，新客难求。“信用卡新规”今年7月实施以来，商业银行以发卡量、客户数量作为主要考核指标的情况有所好转。但即使在人流聚集的服贸会现场，多位银行工作人员告诉记者，当下信用卡业务拓新难度较大。
“现在符合开卡要求的客户大多有信用卡，或者开办信用卡后又注销了，再多持有一张商业银行信用卡、重新开办信用卡的意愿不高。”某城商行工作人员告诉记者。
央行数据显示，我国信用卡总量已连续6个季度下降。其中，截至今年上半年，我国人均持有信用卡和借贷合一卡0.54张，同比下降0.02张。除了持卡量，信用卡交易金额也在减少，此前，券商中国记者统计的上市银行信用卡数据显示，14家纳入统计的上市银行上半年信用卡总交易额合计减少约1.86万亿元，这意味着信用卡消费的使用频率降低，居民消费意愿也有待提升。
二是信用卡业务竞争加剧，背后暗藏风险隐患。现场多位银行从业人员告诉记者，银行对新开信用卡用户数量有考核，某股份行工作人员称一天需开20张新卡；时至傍晚，工作人员告诉记者，当天的“kpi”已减至7个。“今天的信用卡地推人员感觉比参展消费者还多，所以考核数量就降低了。”他说。
据了解，服贸会开展首日是工作日，参展人数未达高峰，但当天，某大行已出动超百位工作人员地推信用卡。此外，有至少两家股份行出动了“外包”地推。“僧多粥少”的局面，不仅容易导致无序竞争，更容易出现滥发卡情况，还会增加银行坏账风险。
展会快结束时，记者就不断收到“求助”：“帮我完成任务吧？不用使用，三个月后销卡就好。”一国有大行工作人员说，当记者问及办卡要求时，另一银行工作人员表示“有工作、有工资、有社保”就“问题不大”。
虽然信用卡发放需由总行或信用卡中心系统审批，但无论是推销时放宽授信要求，还是强调办卡后无需使用，均不符合信用卡新规要求。
三是信用卡营销也走入降本增效，“草莓熊”缩水了。记者发现，相比去年的服贸会，今年消费者想要在现场获得丰厚礼品的难度增加。
最直观的是，银行们拿出的玩偶大小不如去年了。记者在某国有大行的信用卡展位咨询后发现，今年想要获得最大型号（约1.5米）的“草莓熊”玩偶，需要申请并获批该行白金级别信用卡，该类卡的资格审查、消费额度、年费等标准均比一般信用卡更高。去年，该礼品则是申请获批该行主推的信用卡即可获得。
今年以来，信用卡权益减少的报道不断登上社交媒体平台，诸如接送机、积分兑换礼品等信用卡权益门槛进一步提高，无论是玩偶缩水、还是权益变少，均显示银行信用卡业务营销正在降本增效。另外，也说明该业务管理步入精细化，深耕场景化拓客和客群分类管理。
责编：汪云鹏
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我叫聂小鹏，95年的，大一时白手起家，创业5次，其中两个盘子年产值超过了3000万。 卖手机卡2013年我刚刚17，进去了大学生活，就想着去创业、去挣钱，认识了一个学长。他开始带我…
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