In recent years, although we have continued to work hard in the distribution of Panda Gold Coins and relevant products, we still encounter various challenges when marketing Panda Gold Coins to our clients in collaboration with different banks. In fact, whether 2B or 2C, as long as we can fully understand the four underlying logics of Panda Gold Coin Marketing strategy and apply them with flexibility to different situation, we will definitely be able to find corresponding solutions for different customers.
Panda Gold Coin is a commodity, but not just an ordinary commodity. It has a face value (except for special versions) which indicates its unique identity as a legal tender. It is also made of gold, hence a financial product that can be sold not only in stores but also in banks. Therefore, Chinese Panda Gold Coin is a precious metal commemorative coin issued by the state, that have monetary, financial and commodity characteristics at the same time.
In the field of art investment, the theme or design of the artwork is crucial. From the South African Gold Kruger (1967) to the Canadian Gold Maple Leaf (1979), from the Chinese Gold Panda (1982) to the American Gold Eagle (1986), and finally to the Australian Kangaroo Gold (1989), these five gold coins are all designed with the most symbolic animals or plants of each country. Among the major gold coins of the world, the image and the implication of panda transcends culture, reaching people all over the world and truly plays the role of a global ambassador during these turbulent times.
People often use “collectible” and “artwork” interchangeably, but in fact, they are different: the scope of collectible is broader than that of artwork. Everything around us can become a collectible, such as a mug or a card. Thousands of years later, as long as it is well preserved, it is a collectible. However, art is different. What is a work of art? A work of art is a media that carries the original creator’s thoughts, emotions, and aesthetic expressions.
Nowadays, many people still think that Panda coins are all machine-made, but many versions such as the proof sets are all carefully polished and made by hand. For more than 40 years since its inception, the Gold Panda coin is a work of art created by four generations of designers and artists, to name a few: Chen Jian, Luo Yonghui, Yue Junfeng, Tong Fang...... Therefore, when we say that the Panda Gold Coin is a work of art that reflects the history, aesthetics, and emotions of each time periods.
Continuity corresponds to inheritance, as more and more clients start to choose panda coins as gifts for their children and grandchildren, helping them to pass down their monetary and emotional values from one generation to next.
We now put safety first, why? Because the environment has changed, we have to change according to the change of the environment. In other words, in such a market environment, security has become a need and a pain point for our customers.
A customer asked, I keep my money in the bank, there is 2% interest, I bought Panda gold coins, and I have to rent a safe, so why should I buy Panda gold coins? So how do we answer this question?
First of all, we need to know, what is interest? What is the nature of interest? It is the transfer of time and the exchange of risk. Why do people keep their money in the bank because the bank has interest. Specifically, it is to give up time, that is, "the money that can be spent now is not spent, let others spend it." "The second is the exchange of risk. The money was in my hand, in the safe, and there was no risk.
But in the bank, there is a risk, and this is the bank's debt to us. If there is a risk, then there must be a benefit, and the greater the risk, the higher the return. This is also why people are willing to deposit their money in state-owned banks, not in urban and rural commercial banks, and not in loan sharks. We must be clear that all financial products are liabilities owed to us by others. But Panda Gold Coin is not, Panda Gold Coin has no interest, because it has neither transfer time nor transfer risk, it is not anyone's liability, and there will never be default, so it is a "safe asset". We all need to be clear about this bottom logic.
For example, a team, 11 people, 10 people are responsible for attacking, responsible for earning higher profits, through financial products, financial leverage, by transferring time and taking risks to obtain higher benefits. These 10 people are similar to financial products such as funds, insurance, and wealth management, but in this family, there must be one person who is responsible for guarding the door. If there is no gatekeeper, then when the financial crisis comes, the family is at risk. A typical example is the 1948 and 1949 gold yuan bills, when the monetary system collapsed and many people lined up to run on silver dollars and gold bars. There are many similar cases around the world.
Why equip secure assets? In an era when global wealth has entered the era of credit monetization, the best way to prevent wealth from shrinking is to "diversify risk". So, what is the key word for safety, is to press the bottom of the box.
Every household needs a safe asset allocation at the bottom of the box (5%-15%). Panda Gold Coin is a safe asset and is a necessity for the security of family assets. It is not a nice-to-have, a necessity.
There is a statistic that must be remembered, that is: 18 trillion wealth in ten years to pass on to the next generation, it is a rigid need. We are different from Western society, we have a huge market space. Western society has been around for more than a hundred years, passed down from generation to generation, and the system is already very complete. We have only been rich for thirty or forty years, and we have accumulated wealth for only one generation. In the next 10 years, 18 trillion yuan of wealth will be passed on to the next generation.
Inheritance is divided into material inheritance and spiritual inheritance, first of all, material inheritance. This has to mention the 40% inheritance tax in the West, but there is no inheritance tax in China. Moreover, the inheritance tax is levied first and then inherited, which means that the assets must be sold first, and after the assets are sold and the taxes are paid, the wealth such as enterprises and real estate can be transferred to the next generation. Therefore, many rich people in Western society have a large number of gold coins in their safes, not one or two, ten or eight, but stacks and stacks.
The fourth phase of the golden tax has arrived, and the inheritance tax should be soon. At that time, the demand for Panda Gold will grow exponentially.
The second is spiritual inheritance, and the Panda Gold Coin is a work of art and an heirloom at the bottom of the box. In addition, from the perspective of inheritance, we have to talk about data, and data does not deceive people. From 2012 to 2023, a total of 350 sets of "Panda Gold Coin Sets" have been sold. These 350 people have chosen the 2.68 million "Panda Gold Coin Complete Set", in their class, they will definitely not buy blindly, they must be carefully considered, and have the same insight into the asset allocation of the family or family, which is also the story of the material and spiritual inheritance of 350 family wealth, and the underlying logic of "Fu Lu Inheritance Complete Set" and "Panda Gold Coin Complete Set" is also the same.
Of course, people can give their children more than 2 million, but if they give him a set of "Panda Gold Coins", then every year when the child opens it, he will think of the affectionate love his parents have given him in the past twenty or thirty years.
For example, Chen Dong configured his son with "Fulu Inheritance Complete Set", and his daughter with "Panda Gold Coin Complete Set". When his daughter gets married, Chen Dong will hand over this "Panda Gold Coin Complete Set" to their husband and wife, which is equivalent to handing over the key to the family inheritance to them. There was also a post-90s mother who gave birth to her son on the third day in the delivery room, and placed an order for "Panda Gold Coin Complete Set" in the delivery room, which not only has a very deep commemoration, but also leaves a gift for her son.
If someone tells you that the Panda Gold Coin will definitely increase in value in the future, and how much it will grow in the next two years, it must be a deception to you, and it is not true. Because if there is a certain profit, no one will sell it to you. All propaganda with definitive predictions about the future is false propaganda. But we must figure out the logic of realizing the value of Panda Gold Coins, and then let everyone make their own judgments.
In 1996, Mr. Chen began to engage in this industry, and it has been 27 years since then. In 2002, the Yangtze Evening News came to do an interview, and the topic was "Should the Chinese New Year Gold Bars Be Hot Sellers". If one customer buys gold bars and the second customer buys Panda coins, the final result is 3.4 times and 9 times. This is a living example. 22 years ago, Chen Dong was on this stage; 22 years later, Chen Dong is still on this stage, sparing no effort to recommend panda gold coins to people, and everyone will think that this person is too reliable.
Why has Yongyin spared no effort to recommend Panda Gold Coin to everyone for so many years? Because it really creates value for the bank's customers. Its underlying logic is the iron triangle of the value of panda gold coins, authority, scarcity and collectibility, and its core logic is two sentences, one is "rare is expensive", and the other is "things are expensive in need".
Why is it said that "rare things are expensive"? First, gold coins are made of gold, and gold is not inexhaustible. The total amount of gold mined by mankind in 4,000 years is only 220,000 tons, which is piled up next to the Oriental Pearl Tower, which is 7 stories high; The annual increase in new gold mining is 3,500 tonnes (up from 3,620 tonnes last year). At present, there are still 50,000 tons of proven gold reserves, and if there are no new reserves, then all gold will be mined in almost 12 years, which is equivalent to adding 2 floors on the basis of 7 floors. So, gold is not inexhaustible, it is scarce. Of these, less than 12 tonnes (0.3%) were used to mint Panda Gold Coins, making them "a gold work of gold".
Why do we do a full set? There are a few concepts that must be clear to everyone.
The first concept is circulation.
The second concept is the actual casting quantity.
The third concept is the amount of survival, and there is the amount of meltdown between the actual casting amount and the survival quantity, so if you calculate the amount of survival, you need to make a discount on the basis of the actual casting amount (about 6-7 percent).
The fourth is circulation. The circulating volume can only be obtained after two or three years of data analysis and statistics through various auction platforms.
Regarding "things are more expensive than needs", we must understand that the realization of the value of Panda Gold Coin is driven by demand. Compared with other countries in the world, the market penetration rate of Chinese Panda Gold Coin is only 0.55%, which is not to say that Chinese Gold Coin is doing badly, but it just shows that the market demand for Chinese Panda Gold Coin is huge. In addition, the role of policy support is very large, and the core of it is the future inheritance tax.
Privilege is an improvement in the quality of life. Overseas, numismatic collecting is known as the "King's Collection" and is synonymous with a high quality of life.
The Speaker of the Federal National Assembly of the United Arab Emirates, Al-Qubaihi, has taken his family to visit the Yongyin Coin Museum, and Jim Rogers has visited China seven times to buy Panda coins, and some international celebrities are keen on collecting coins.
Panda gold coin from 1982 to the world, in addition to abroad, there are also a variety of cat fans in China, Mr. Wang Shihong, Yuan Xiong and so on are senior "cat fans". In particular, Mr. Wang Shihong, the "watchman of modern Chinese precious metal coins", devoted himself to research in the first half of his life, and devoted himself to collecting in the second half of his life, dealing with gold and silver coins and panda gold coins all his life. In such a "high-end" circle, everyone has the same hobbies, common conversations, and finally uses the power of the circle to create their own personal circle. I believe that this is the circle that every high-end customer wants, and we need to work with banks to expand this circle and form a closer linkage with customers.
In recent years, with the increasing sales scale and influence of Panda Gold Coins, major banks have gradually moved from wait-and-see to attention, and some banks have even been upgraded to a strategic level. On the whole, it is mainly manifested in five aspects: "policy, demand, scale, efficiency and satisfaction".
The first is policy, which can be roughly summarized in three sentences. The first sentence is national self-confidence, the second sentence is to hide gold from the people, and the third sentence is inclusive finance.
General Secretary Xi Jinping said that the 5,000-year-old Chinese culture is the only ancient culture in the world that has continued uninterrupted. Numismatic culture is an important part of culture, and the giant panda is unique to China, and this is a culture that we should be proud of. When we are selling Panda Gold Coins, we are spreading cultural confidence.
For example, to prevent financial risks, why the state does not do gold TD business, because the risk is too great. Why the state strongly supports gold coins, because the gold is hidden in the people, it can prevent financial risks.
Every time we launch a product, we need to be approved by Chinese gold coins, not that we can sell as much as we want, but we are standing behind Chinese gold coins. The practice of inclusive finance was proposed by Chairman Jiao Jinpu, who came to China Gold Coin from the Shanghai Gold Exchange and once again put forward the concept of people's nature and inclusive finance.
These three aspects are the policy guidelines for the cultural dissemination of our Panda Gold Coins, industrial layout and product sales. Moreover, the return of the bank precious metals industry to the essence of finance is very suitable for people, goods and fields.
Our market demand is very large, but the demand does not fall from the sky, it is created and stimulated by us through the dissemination of our activities and the reach of information through the banking platform. In 2022, China's Panda gold coins increased by 37.61%, ranking first among the five major gold coins. The sales volume of Panda Gold Coin created by each of our Yongyin people has directly promoted the growth of Panda Gold Coins, which is behind the hard work of every Yongyin warrior, day and night, to the front end of the customer to achieve this sales.
Make panda coins and strong commemorative coins. The scale of the Panda Gold Coin is larger, which corresponds to the demand of the bank for medium income. In the short term, the penetration rate of Panda Gold Coin is only 0.55%, and customer demand is strong, and banks can use the sale of Panda Gold Coin to further increase the absolute value of bank revenue. In the long run, banks can earn a stable amount of mid-income business income for a fixed period of time every year. In addition, the continuous issuance of Panda Gold coins makes its sales efficient, and it is much more difficult to develop a customer through Panda Gold Coins than gold bars. Because gold bars are easy to understand and easy to calculate, but Panda Gold Coin is different, and we have to spend a lot of words to get customers to understand it. However, once you develop a Panda Gold Coin customer and buy the Panda Gold Coin of the current year, he will definitely breed future buying habits and have a great stickiness with the bank. Therefore, its sales efficiency is high, it is easier to acquire customers, retain customers, and sell more easily.
Finally, there is customer satisfaction. Panda gold coins are minted by the National Mint, issued by the People's Bank of China, and distributed by China Gold Coin Group, packaged by CICC Guoheng, with clear standards, there is no dispute over quality, and there will be no dispute over quality in the future, so customer complaints are very low, customer satisfaction is very high, which is also very concerned by the bank.
There are three in the country, one Yongyin, one state-owned enterprise, and one listed company. Previously we were franchised, and there were more than 100 franchises; Now it is the highest level of strategic partners in franchise cooperation, with only three.
We are the largest coin dealer in the world, with a nationwide marketing network. After research, including the American market, the German market, the European market, and the Japanese market, we have the largest number of top three companies in each country. In addition, more than half of the country's panda gold coins are sold one by one in our hands through the dissemination and promotion of various panda gold coin culture.
Through the activities of "going out" and "bringing in", it has received more than tens of thousands of bank customers. Yongyin Coin Museum practices the practice of "bringing numismatic culture into thousands of households". I believe that at this point, it can be recognized by many people, because instead of talking about it with our mouths, we are doing the dissemination of numismatic culture in a down-to-earth manner, including our Yongyin numismatic calendar, which is spread every day, for three or four years, rain or shine. It is precisely this process that makes people feel that Yongyin is a reliable company.
The six-step method of numismatic operation is a theoretical summary of Yongyin's practice over the past 27 years. There is no secret to Yongyin's achievements in the field of Panda gold coins, and it must be said that the secret is the persistence in the numismatic industry for 27 years.
Through careful study and deep understanding of the six-step method of numismatic management, we fully realize that to sell Panda gold coins well, it is not a one-dimensional marketing action, but the joint efforts of six aspects to jointly promote the sales of Panda gold coins and the development of the numismatic industry with interlocking forces.
In terms of products, there are two main points, one is to launch product lines with different price segments that meet customer needs according to the hierarchical classification of customers; Second, in terms of product layout, we must have a deep understanding of "stock drives increment", and we must have a clear understanding of "what is stock products and what is incremental products".
In the 2023 version of Fulu inheritance, I believe you have already felt that repurchase demand is an important pain point for customers, and our entire retail system will also revolve around repurchase, which is also an important layout of our Yongyin industry.
The above six aspects are the core selling points of Yongyin Enterprise, which are extracted from our various advantages, and are also the six points that are very obvious and have core competitive advantages. In addition, the stability, professionalism and service efficiency of our team are also our competitive advantages, and we must flexibly apply them in the process of communicating with customers, and finally form our own and unique customer communication solutions.
To sum up, what is so good about Panda Gold Coins? The main good thing is "4" aspects: because it has national attributes, it is a commemorative coin issued by the "state"; It is a panda theme that people all over the world love; It is a work of art that will become a national instrument representing our time in the future; It is a product that continues to be issued every year in response to the inheritance and the continuous expansion of the customer base.
Why should customers buy? It is mainly manifested in "4" aspects: because the panda gold coin is safe, it is a "safe asset", and it is a necessity for the safety of every family's assets; Because the Panda Gold Coin can not only meet the material inheritance of customers, such as wealth inheritance, but also meet the spiritual inheritance of customers, leaving a precious inheritance gift for their children; Because Panda gold coins are scarce and valuable, they are "gold works of art in gold"; Because Panda Gold Coin can improve the quality of life, it is one of the synonyms of high quality of life.
Why do banks sell? It is mainly reflected in the "5" points: because the panda gold coin can spread traditional Chinese culture, promote national self-confidence, prevent financial risks, and practice inclusive finance; Because Panda Gold Coin has a huge market demand, it can make customers and banks have great viscosity; Because Panda Gold Coin can make the bank's sales efficiency higher, make it easier for the bank to acquire customers, reduce customer complaints, and improve customer satisfaction.
Why does Yongyin work? It is mainly manifested in "6" aspects: because we are the "only three" strategic partner of China Gold Coin Group; Because we have only focused on the numismatic industry for 27 years, we have been able to sell more than half of the country's Panda gold coins; Because we continue to spread numismatic culture every day, 365 days a year; Because we are not only doing marketing, but also promoting the sales of Panda Gold Coins and the development of the numismatic industry; Because we are able to achieve a clear understanding at the customer and product level; Because we have built a "online and offline" combination of repurchase system, while enhancing service construction, we have further promoted the creation of a closed-loop system for the entire numismatic industry.
In the future, every Yongyin person should keep in mind "4456", and deeply understand the four underlying logics of Panda Gold Coin marketing through "4456", and ultimately help the marketing of Panda Gold Coins.