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In the Spring Festival of 2016, Jiang Dawei was injured in skiing in South Korea and could not walk. In the first time, a special person took a wheelchair and arranged for him to take the newly-returned return plane. He was transferred to the hospital for the night to receive the scheduled surgery. For an American Express Centurion Black Gold card member like him, only one phone call is needed, and everything will happen quickly.
Jiang Dawei is the managing director of American Express China. It is also the only Centurion black gold card member of American Express's “Official Leakâ€. Another member who can identify in China is Liu Yiqian, a collector of Shanghai. In 2014, he had 24 consecutive 280 million yuan credit card "feats" to let him harvest the favorite auction items, and also let the Centurion black gold card more exposure - although this, American Express will not directly mention this The name of the cardholder.
Even Jiang Dawei said in an interview with the reporter of "China Entrepreneur" magazine, "Every time you do an interview, the black gold card is a product that everyone is curious about. We usually pay attention to keeping the mystery of the black gold card, definitely more. It has aroused everyone's interest." - Curious, and the conjectures and rumors that followed, let the centurion black gold card hide between the real and the real, more mysterious.
Secret magnetic
The dignitaries and stars are the protagonists of the centurion black gold card, including Oscar-winning actress Halle Berry, a foreign website claiming to have used it at a gas station; the famous rapper "Grandfather" (Kanye) West) is also suspected to be a member of the Centurion Black Gold Card, because it was once insinuated in the rap song "lastCA ll".
There is no such thing in the country. One of the most popular stories comes from Wang Sicong, the son of Wang Jianlin, the chairman of Wanda Group. The “national husband†accidentally lost the card package on the Weibo in 2015. “There are various Big banks of all kinds of black cards."
Wang Sicong revealed the lost card package on Weibo in 2015, letting the public see that he is a black card customer of major banks.
According to a reliable insider, Wang Sicong is indeed a member of the Centurion Black Gold Card, but the news has not been confirmed by American Express and Wang Sicong himself. Of course, in addition to American Express's centurion black gold card, other international card organizations - VISA's Infinite Card, MasterCard's World Card or UnionPay's Diamond Card are also black, and in 2014 in mainland China. The highest-end product in the Citi credit card series, ULTIMA, is called "the ultimate black card".
These cards are among the top products on the same branded product line, and they hope to get the “cloud customers†at the top of the pyramid. The 2016 Billionaire Report released by UBS and PricewaterhouseCoopers said that In 2015, there were 113 billionaires in the Asian region, which is equivalent to a billionaire every three days. Among them, 80 people in mainland China, with an average age of 53 years, account for 54% of the world's richest people. This wealthy group is the top customer that every bank wants to capture.
To some extent, the “black card†of each bank represents the common trait of the cardholder – low-key and mysterious. Therefore, such cards of various banks are basically distributed through specific channels.
American Express, which first launched the "black gold card" in the industry in 1999, is even more so. The Centurion Black Gold Card does not even have any introduction on the American Express official website, and does not accept public applications. The number of members is secret, and membership is a core secret. Be strictly guarded against death. For example, in an employee's internal mail, if a 15-digit serial number is involved, and there is a combination of 37 (the American Express card number starts with 37), then it will be submitted by the system as a problem mail suspected of leaking the membership card number. To the Global Alert Center, the warning can only be eliminated after the parties and their department bosses submit relevant evidence.
And the official cases that flow from American Express are authorized by the customer - even if the customer has already mentioned it in public, these cases will be released after the obfuscation of anonymous and special information, the purpose is to let the outside world It is impossible to infer the true identity of a member through any clues.
A PR who has been exposed to many world-class luxury brands such as Hermès said that other luxury goods are peeled off at different levels, let people witness the exquisiteness of it, and use it as a propaganda point, while the centurion black gold The card's strategy is to cover things up one by one, so that the deeper the better. Isn't this a reverse marketing?
The only thing that can be seen is the group portrait: usually male, well-known CEO, president or chairman, between the ages of 35 and 60, a frequent visitor on the Forbes or Hurun Rich List, with multiple cars and multiple luxury homes, enjoying luxury Yachts and private jets. In China, the characters in the painting are slightly special. Members will be younger than mature markets such as Europe and America. There are no shortage of centurion black gold card members under the age of 30.
Collector Liu Yiqian is a member of the centurion black card who is openly identifiable. In July 2014, he took a chicken cup from Sotheby's Hong Kong for HK$280 million, brushing a black card.
China Merchants Bank in cooperation with the American Express card-issuing of 600036, 03968 Hong Kong stocks to buy wealth management business director Chen Kunde has a very concise and accurate summary of this population - rich and expensive; the number of members, the exposure does not affect the strength of the black Centurion Gold card recognition, as its slogan says "rarely seen, always recognized."
Some media have reported such a case, a centurion black gold card member went to the Hermès store to shop, did not find the favorite package, the store manager saw that it is a black gold card customer, he proposed to help other stores to find, and please The customer came to the store one hour before the store opened the next day, enjoying a special service for individual shopping.
"This point cuts the kind of psychology of the rich who wants to let people know and don't want people to know." Mei Jiazhong, the public affairs manager of American Express China, believes that there is no need to deliberately and exaggerately show off the rich, a card Can be low-key and quietly demonstrate identity.
For top customers, this is a more attractive appeal than any service interest. A well-known domestic bank private bank account manager points out that “top credit cards have different interests and can be said to have advantages in this respect. But the top private customers are not the most concerned about this, but the distinguished status symbol represented by the card."
In fact, even Jiang Dawei has confessed that the purpose of the Centurion Black Gold Card is not to provide the best products, not even the best services, but to make members feel the most suitable and unique and unforgettable experience, in order to maximize the Highlight the cardholder's own taste and personality.
But even if each bank can issue a "black card," the real black card needs support and precipitation behind the system and even time. In 1915, American Express established the TLS Travel and Living Concierge Service team to provide a range of private customized leisure and entertainment services. The first cardholder who issued the first charge card in 1958 was the smash hit Elvis, 1984. In the year, American Express was the first to issue the first Platinum card in the world. The accumulation of big data that continues to be targeted at high-end people enables them to grasp the relatively common consumer psychology, values, and the details they demand. It also makes the centurion black gold card a matter of course.
"Many card issuers don't know the cardholders, they just want to improve the card level, and they are eager to add service rights." Dong Wei, a senior credit card researcher, said that this way is not always a true cloud customer. .
Top rich black card "economic account"
The size of the assets is not a single consideration for the Centurion Black Gold Card. The above-mentioned private bank account manager uses the bank as an example to show that the private bank customers and the average monthly assets of the bank for more than a few months remain above 10 million – these are only hard thresholds. The Forbes list is also a necessary condition, but he also stressed that "this is different from the overseas centurion black gold card, the latter's standards will be more stringent."
“Many organizations feel that 'local tycoon' is OK, but we not only have financial requirements for members, but also other considerations, such as social status, etc.†Jiang Dawei said.
In fact, the “price/performance ratio†of the Centurion Black Gold Card has been controversial. One commenter pointed out that “most of the benefits offered by the card can be achieved through lower-level cards, and the cost is only a small part of it."
Like other "secrets", the annual fee is also information that American Express does not disclose. However, in 2013, a foreign media published a letter from American Express to the Centurion Black Gold card member, and announced its plan for a substantial price adjustment. The annual fee jumped from 19,800 Hong Kong dollars to 38,800 Hong Kong dollars, nearly doubled; According to media reports, some members were greatly dissatisfied with this and took the card as the final response.
"The Centurion Black Gold Card contains not only the specific membership rights of 'valuable', but more importantly, top-level customized services, which is the core competitiveness." Jiang Dawei said.
According to a previous survey by the Boston Consulting Group, the most popular high-end card services in China include airport security fast track services, airport lounges, mileage bonus points, unlimited trading and preferential foreign exchange rates.
Based on this, the “black card†of each bank does not have much difference in these basic services, and each has its own advantages in different service areas and interests. In contrast, American Express has accumulated a hundred years of tourism. Its rights in top hotels and restaurants are even more prominent.
The important premise of truly supporting the high membership fee of the Centurion Black Gold Card is what Jiang Dawei said to the "Chinese Entrepreneur". "As long as it is legal and compliance requirements, it will try to satisfy it." The dazzling cardholder story also proves this: a card in hand, you can go anywhere - a royal cemetery that can't be opened to the outside world, or even a space tour; perhaps you can choose who to walk with, a hot star, or the first Buzz Aldrin, one of the astronauts who landed on the moon.
"It is natural to meet the requirements of customers to put forward more challenges, in order to more highlight the value of service." Jiang Dawei said. Through a case, you may be able to see the operation of the centurion black gold card background.
A centurion black gold card client in Shanghai, who traveled to Thailand with nearly 10 family members during the Spring Festival, hopes to be able to set off firecrackers and greet the gods in the New Year's Eve in accordance with domestic traditions, and win the local government. After the license, American Express let it get what it wanted.
For every Centurion Black Gold card member, he only needs to inform his 24-hour black gold card brand ambassador, but the service is based on American Express's global network - they come from different In the professional field, in different countries and regions, after each customer's needs are input, they can be quickly divided into corresponding teams, and the complex will be decomposed into standard task units, and then distributed to the global network, with background standardization. The service process is finally achieved. At present, American Express's service network has spread to more than 130 countries and regions around the world.
"American Express provides free services to Black Gold members, but the costs involved in the service, such as hospitalization costs, charter fees, etc., require the cardholder to agree to pay." Jiang Dawei explained This is also the reason why American Express carefully selected the members of the Centurion Black Gold Card. "The lifestyle of these members should be consistent with the black gold card. If you simply send out the card based on the financial situation, the member can't agree with us. Services and products, then there will be no consumption."
Can “business closed loop†continue to operate?
“Consumption-centered†is the core business model of American Express. In an interview with China Entrepreneur, Jiang Dawei said that the income source of American Express Black Gold Card is divided into three parts: annual fee, merchant rebate, and recurring interest. Among them, the first part is relatively fixed, the third part has a small proportion, and only the second part is the most important piece that needs to be continually excavated. “The cardholder buys, buys, and brushes to make a profit.â€
The profit is not only American Express, this is the key to the operation of this model, that is, the buyers and sellers must achieve a win-win situation, and American Express as the hub between supply and demand, the more accurate the matching, the greater the benefits.
Therefore, unlike other international card organizations such as VISA and MasterCard, cards with brand logos are issued through large and small banks in various regions of the world, and the latter's network is used to allow cards to be accepted by merchants, while American Express In more cases, the two “outsourcing†links of issuing cards and developing merchants are personally experienced. On the one hand, they can grasp the cardholders more accurately, and on the other hand, they can guarantee the quality of service.
In the unique "three-way" model, American Express conceived a closed-loop business scenario: the high-end fee screened out a number of high-quality cardholders - especially for the centurion black gold card, which has Cardholders with strong spending power have raised the bargaining power of American Express and merchants, making the latter willing to cooperate with American Express to satisfy the cardholders' "whimsical". Cardholders who receive high-quality, even beyond-imagined services become loyal customers of this platform, invest more in consumption, and merchants benefit more; and American Express, which earns rich income by means of merchant rebates, is also in user points. Give bigger chips to the gift exchange.
To put it simply, the general purpose of card organization is to slap the card, and the purpose of American Express is to make a far-sighted decision. They will try to "wait" on the way to the top tycoons as early as possible through the study of the consumption trajectory of members.
"We will study the consumption behavior of our members and make a half-step advance, at least in sync with the merchants that most members frequent." Jiang Dawei said. The auction house is one of them. "Frankly, if the auction house settles by swiping the card, then it can only be a centurion black gold card. Which card can achieve a few hundred million?" Jiang Dawei stressed, "Overseas There is no limit."
At the same time, only in the “three-way†mode, American Express can make follow-up maintenance and management of the access merchants. The Global Merchant Services (GMS) team responsible for this service will rate the connected merchants, including both. The survey of customer satisfaction also counts the membership level. Some of the merchants that were originally targeted at the black gold card-based merchants are mostly American Express card members. It is obvious that there is a problem with the previous "match", then they will be transferred to a more suitable customer circle.
Different strategies finally showed different results: VISA's cardholders are dozens of times that of American Express, and Nomura Securities analysts predict that American Express's market share in the US will continue its downward trend in the previous three years in 2016. On the contrary, American Express's per capita consumption is $16,743, and according to VISA's 2014 financial report, its cardholder spending is $1,818.
“The profit model of the two is completely different. The main income of VISA comes from the channel division, so more transactions are needed. The income of the American Express card comes from the merchant's rebate. The greater the customer's consumption, the more the rebate. Gao." Dong Wei pointed out.
This may also explain why, after the rich people in mainland China have flourished for several years, the Centurion Black Gold Card is “too late†– “Members, service networks, and cooperative businesses all have a certain maturity. The business logic of the centurion black gold card was established." Dong Wei said.
As early as 2000, American Express had launched a blackjack card in Hong Kong. At that time, some people suggested that the wealthy group in China is also very large. Should it be hot? However, Jiang Dawei believes that the conditions are immature and refuses such blind expansion. "In fact, we know that the market does exist, but the research and construction of local services requires a long process. More importantly, the entire service system can keep up. â€
First-class is more than ten years later in 2012. With the rise of domestic private banks, the high-end service systems of various banks have been established one after another, but limited by the regulatory environment, American Express cannot issue cards separately, so in this year and ICBC. China Merchants Bank cooperated to issue the Centurion Black Gold Card, but one of the bank’s private banking investment advisers bluntly pointed out that “this is actually not a concept with the international Express Black Card, because domestic services are based on The furniture team, the foreign service will be handed over to the American Express service team. More importantly, the member is a private banking customer, not an American Express customer."
This is perhaps two years after the Centurion black gold card issuer in the country into the cause of silence, until 2015, Minsheng Bank 600016, buy Hong Kong stocks 01988 launch of Centurion black gold card before he made on the model, service The provider is American Express's own TLS team in the country - these service ambassadors from various professions are officially employed to face customers after at least 9 months of training.
However, this is still different from the “three-way†model that American Express has adopted internationally. Perhaps, as Dong Wei said, "American Express's model is a product of more than a hundred years of history. It is difficult to reproduce now. Even if American Express itself, the successful model can be grafted to the current Chinese market, it is also a question mark." It is also unknown how American Express, which is turning to the "quartet" model, is running its commercial closed loop.
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