Recently, various banks, from large state-owned banks and stock branches to urban commercial banks and rural commercial banks, have intensively launched various credit card New Year marketing activities, covering various consumption scenarios such as New Year's preparation, food and beverage, tourism, leisure and entertainment.
The Spring Festival is approaching, as the main force of consumer finance, various preferential measures for bank credit cards have been launched. Industry insiders said that festivals such as the Spring Festival are often fixed marketing points for bank credit cards, and domestic travel discounts are a highlight of this year's New Year marketing.
The start of credit card marketing during the Spring Festival
As the main scenario of consumer finance, credit cards are one of the important financial products to promote the release of consumption potential. A number of banks have seized the peak consumption season of the Spring Festival and launched a variety of discounts and benefits around the Spring Festival "clothing, food, housing and transportation".
According to the announcement of the Credit Card Center of Bank of Communications, during the 2024 event, new customers who have successfully issued credit cards can receive a repayment red envelope of 80 yuan once when they bind the consumption of the Pay Bar APP to meet the consumption standards; Bind Ctrip, Vipshop, Douyin, Meituan, Pinduoduo and other platforms to pay, and you can get instant discounts on consumption of different amounts.
According to the Credit Card Center of China Minsheng Bank, it launched a special New Year promotion activity of "New Year's Gathering, Benefiting the New Year". In response to popular consumer needs such as travel, travel, and family visits during the Spring Festival holiday, Minsheng Credit Card Center, together with catering merchants at Beijing Capital International Airport and Beijing Daxing International Airport, launched a 10 yuan discount on WeChat Pay for a single transaction of 50 yuan or more throughout the day (from now until February 29, 2024).
The credit card center of China Guangfa Bank has launched a special edition of the Year of the Fish Tide Caron, which has launched a New Year gift package activity, giving a 50 yuan New Year gift package in installments, and a WeChat instant discount of up to 110 yuan for new users who meet the standard.
During the event, cardholders can get a voucher of 15 yuan off for purchases of 30 yuan or more as long as they log in to the Postal Savings Bank credit card APP to shop at designated stores such as Yonghui Supermarket, China Resources Vanguard Supermarket, RT-Mart and Baiguoyuan.
In addition, Bank of China Credit Card launched the "Ctrip Quick Payment Marketing Campaign", including an instant discount of 8 yuan for the first bundle, an instant discount for full amounts, and a random instant discount; Bank of Jiangsu has launched a variety of New Year travel benefits such as a single discount of 10 yuan for the first bundle of Ctrip, and a 5% discount on national highway tolls or ETC parking fees.
Differentiation is key
In fact, banks have historically taken advantage of traditional peak consumption seasons such as the Chinese New Year to carry out marketing. At present, most credit cards** are launched with strong sticky marketing activities around scenarios such as people's livelihood consumption, food, drink, housing and transportation to promote customer retention; At the same time, banks are also following the new trend of residents' tourism, such as Northeast tourism and Yangtze River Delta tourism, to launch preferential activities to stimulate card transactions.
A senior observer of the banking industry said that banks mainly look at the consumption potential during the Spring Festival holiday, during which people visit relatives and friends, entertainment and tourism and other consumption behaviors surge compared with usual, and marketing according to such consumer demand can be more targeted, and it can also strengthen user stickiness while gaining customers.
According to Wang Pengbo, chief analyst of the financial industry of Broadcom Consulting, the current credit card business has entered the stock era, and the role of marketing activities in attracting new users is no longer obvious, but it has a certain effect on activating credit cards and increasing user stickiness, and can also further expand the scale of credit card transactions.
It should be pointed out that homogenization is the main challenge of the current competition of bank credit card stock, and how to build its own advantages and characteristics is the key direction for credit cards to break through the competition.
Industry insiders pointed out that the credit card business practices long-termism, on the one hand, it needs to gain insight into user needs, examine the complete experience of users from the overall situation, tap user experience needs, and create differentiated competitive advantages.
On the other hand, it is necessary to increase user traffic and tap user value. Whether online or offline, whether front-end or back-end, it is necessary to analyze all end-to-end user experiences and continuously optimize the user journey.