On June 3, Bank of Communications credit card broke the circle and launched the Honor of Kings professional league themed credit card. There are three types of this theme credit card: KPL theme credit card, KPL Cat Shadow Phantom Dance Diao Chan theme credit card and KPL Yun Ni Que Ling Yu Ji theme credit card. The card surface revolves around the game scene of King of Glory and incorporates KPL competition logo and cat shadow respectively. Popular IP elements such as Phantom Dancer Diao Chan and Yun Ni Que Ling Yu Ji not only have cool looks, but also understand the consumer needs of young users in the e-sports circle, which is of great significance in promoting the brand rejuvenation strategy.
The e-sports industry has bucked the trend and has great potential for cooperation.
As a sport, e-sports has a huge fan base and high user stickiness. In some e-sports games, The influence of individual events has gradually surpassed that of traditional sports events, from the earliest joystick-operated arcade games "King of Fighters" and "Street Fighter" in game halls to the current mobile game "Honor of Kings" that is popular across the Internet, from offline to offline In the past, these e-sports events have driven the rapid integrated development of live broadcast, cultural creation, competitions, entertainment and other related industries, and the potential for e-sports traffic and commercial value is huge.
As the country supports the vigorous development of e-sports, Bank of Communications Credit Card actively responds to national policies and chooses to cooperate with King of Glory. This is precisely based on the current situation of the rise of e-sports and its intention to break out of the circle of cooperation. It is to achieve A win-win strategy for brand and sales.
Join hands with King of Glory to reshape cultural consumption
As the post-80s generation becomes the mainstay, the post-90s generation continues to rise in power, and the post-00s generation arrives in the consumer battlefield, more and more traditional brands begin to implement brand Rejuvenation strategy and actively explore cross-border cooperation.
In order to seek emotional resonance with young customers, Bank of Communications credit cards have frequently launched cross-border breakthroughs in recent years. They have launched PlayStation?-themed credit cards and Gundam-themed credit cards that are popular among young people. Credit card and other series continue to join hands with games, animation and other circles. This cooperation with the national-level e-sports IP King of Glory is another advanced exploration of cross-border and out-of-circle cooperation.
Honor of Kings, a national-level game, brings together the most popular IP images and the most universal user groups, and has long dominated the mobile game industry. The total number of registrations has exceeded 400 million in 2019. The number of content views exceeded 44 billion, and the single-day views of the 2020 Honor of Kings World Champions Cup exceeded 570 million. With its strength, it has become the mainstream form of national entertainment and has become a label of the times. The Bank of Communications credit card supports game e-sports IP, which can reach younger consumer groups and tap the huge traffic of game e-sports. This move will not only enhance the brand's influence among young users and build new social bonds, but also focus on Young people’s entertainment methods and reshaping young people’s cultural consumption methods.
Product co-branding better understands consumer needs
In this era of reputation-based credit cards, credit cards also need to compete with appearance. The design is not fashionable and cool enough, and it is difficult to be accepted by cardholders. pet. For consumers, without a few good-looking credit cards, you would be embarrassed to say that you are a beauty lover.
The Honor of Kings professional league-themed credit card released by Bank of Communications Credit Card has been released. The competition standard totem uses the popular skins of Diao Chan’s Cat Shadow Phantom Dance and Yu Ji’s Cloud Neon Bird Feathers. The colors are bright and eye-catching, and the totems are lifelike, catering to It meets the aesthetics of Honor of Kings game lovers and satisfies the current young consumers’ pursuit of individuality and fashion. Owning a KPL-themed credit card can not only reflect the cardholder's interests and aesthetics, but also allow the cardholder to reminisce about the peak showdowns and passionate scenes in the game. It will also make fans fall in love at first sight and be unable to put it down.
The King of Glory Professional League-themed credit card not only has a unique card design, but the product also has a deep understanding of user needs and includes many benefits. It is reported that KPL themed credit card, KPL Mao Ying Phantom Dancer Diao Chan themed credit card, and KPL Yun Ni Que Ling themed credit card are all online. You can apply for consultation on the official website of the Bank of Communications credit card or the "Pay Bar" APP and other platforms. When you apply for a card, you can also get rich card benefits, such as 100 yuan card credit, 100 yuan phone charges, 3 times the points benefits, 600 yuan red envelope and other gifts.
According to analysis by financial industry insiders, this cross-border cooperation between Bank of Communications Credit Card and the e-sports IP King of Glory Professional League is a bold move to use financial products as a carrier to break the consumption circle of young people. Through this attempt, we can gain insight into the connection between the brand and young users and establish deeper cooperation.
This circle-breaking cooperation is to establish a communication bridge between users and brands through products, and it is also a strong support for national games. The author believes that in the future, Bank of Communications Credit Card will always adhere to the brand purpose of "convenient and affordable", actively seek product innovation, perceive young users, and promote the process of brand rejuvenation.