Почта-банк вытеснил «Сетелем» из пятерки лидеров POS-кредитования

Почта-банк вытеснил «Сетелем» из пятерки лидеров POS-кредитования

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В пятерке лидеров на рынке кредитования в торговых сетях (POS-кредитования) произошли перестановки. По итогам апреля совместный банк группы ВТБ и «Почты России» — Почта-банк — уверенно вытеснил с пятого места принадлежащий Сбербанку «Сетелем». Изначально обе «дочки» госбанков делали ставку именно на POS-сегмент, однако «Сетелем» увлекся автокредитами, в то время как Почта-банк, наращивая территориальное присутствие, не забывает о торговых сетях. По мнению участников рынка, у Почта-банка есть необходимые ресурсы, чтобы в перспективе войти в топ-3.

По данным аналитического агентства Frank Research Group (FRG), за четыре месяца текущего года рынок POS-кредитования в целом показал отрицательную динамику, сократившись на 0,8%, до 208 млрд руб. Однако отдельные игроки показали рост портфелей. Лидером по этому показателю стал Альфа-банк, его портфель увеличился на 6,1%, до 25,7 млрд руб. (банк занимает в этом сегменте третье место). Сопоставимый рост продемонстрировал и Почта-банк, еще по итогам марта занимавший шестую строчку. За январь—апрель его портфель POS-кредитов увеличился на 5,95%, до 17,8 млрд руб., при этом банк демонстрировал рост на протяжении всех месяцев текущего года. В результате к 1 мая он уверено вытеснил с пятого места «дочку» Сбербанка — «Сетелем», портфель которого за четыре месяца сократился на 0,6%, до 17,4 млрд руб.

Примечательно, что группа ВТБ и Сбербанк запустили свои проекты на рынке POS-кредитования в 2011-2012 годах. Сбербанк выбрал органический путь развития в партнерстве с французской группой BNP Paribas, которая уже присутствовала на российском рынке кредитования в торговых сетях под брендом «Сетелем». Сейчас в банке «Сетелем» Сбербанку принадлежит 79,2%. ВТБ решил покорять рынок самостоятельно, создав Лето-банк. В январе 2016 года на базе Лето-банка был реализован совместный проект с «Почтой России», в результате банк был переименован в Почта-банк, но формальный контроль в нем остался за ВТБ (50,00002%).

Обоим госбанкам прочили большое будущее на POS-рынке, впрочем, стремительного прорыва не произошло. Тем не менее «Сетелем», уже присутствовавший на этом рынке (на начало 2013 года имел портфель около 8 млрд руб.), обгонял Лето-банк. Выйти на уровень конкурента, но не обогнать его «дочка» ВТБ смогла лишь к началу 2016 года, но, даже несмотря на запуск проекта с «Почтой России», до последнего времени «Сетелему» удавалось оставаться в пятерке лидеров.

По мнению участников рынка, такие перестановки зрели уже давно. «Почта-банк более поступательно и стабильно развивается в POS-кредитовании, нежели «Сетелем»,— отмечает зампред правления ОТП-банка Александр Васильев.— Вернется ли «Сетелем» в пятерку лидеров, будет зависеть скорее от того, как банк и его головная организация (Сбербанк) отреагируют на смещение позиций банка и какие шаги по наращиванию объема предпримут». По мнению зампреда правления ХКФ-банка Александра Антоненко, Почта-банк ведет долгую работу по наращиванию объемов в сегменте POS-кредитования и у банка вполне достаточно ресурсов, чтобы через некоторое время войти в тройку лидеров. Президент Почта-банка Дмитрий Руденко сообщил «Ъ», что у кредитной организации действительно есть планы по росту в сегменте POS-кредитования. «При этом задачи занять первое или какое-то другое место у нас нет. Мы растем планово, по мере увеличения регионального присутствия банка,— уточнил господин Руденко.— Для нас POS — это хороший канал привлечения новых клиентов, да и сам по себе это прибыльный бизнес, даже без учета кросс-продаж, поэтому мы и дальше будем его развивать». Что касается мест, то это во многом зависит от конкурентов и выбранной ими стратегии в развитии данного направления, добавил он.

В то же время эксперты уверены, что отказываться от POS-кредитования в «Сетелеме» не будут и еще повоюют за место в пятерке лидеров. «У «Сетелема» как у «дочки» Сбербанка есть ресурсы для движения вперед,— указывает гендиректор FRG Юрий Грибанов.— У акционеров банка есть амбиции развития в этом сегменте, и текущее положение дел их не устраивает». Вряд ли «Сетелем» захочет сдавать свои позиции, и конкуренция за рынок будет активной, указывает господин Антоненко. В «Сетелеме» на запрос «Ъ» вчера не ответили. Впрочем, банк уже довольно давно сделал в своем развитии акцент на автокредитование. По данным FRG, на 1 мая он занимал первое место на этом рынке с портфелем 86,5 млрд руб., что почти в пять раз больше, чем его же портфель POS-кредитов.

Источник: kommersant.ru

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