At that time, the Credit Card Center of Industrial Bank had just been established, and the first credit card issued was unknown, but Wang Yiming was "flashed" by the functional rights and interests of the first card: the universal dual-currency credit card of US dollar and RMB, which can be used by merchants and ATMs in more than 2 countries and regions around the world without pre-deposit, and exclusively launched the service of "optional password for credit card consumption" ...
In the past 15 years, Societe Generale's credit card has gone from obscurity to prosperity:
There are travel cards for high-end travel, "Hungry" cards for eating food, "Xing Dongli" cards for sports, and Bayern cards for fans ... Only 6, cards were issued in the first year, and now it has issued more than 1 million cards, with a cumulative card issuance of over 47 million, with a transaction volume of nearly one trillion yuan in half a year.
"The 15 years of Industrial Credit Card's pioneering and innovative efforts are a vivid footnote of Industrial Bank's continuous development and growth in the past 3 years, and it is also a microcosm of China's credit card industry's faltering start to prosperity." Chen Jinguang, vice president of Industrial Bank, concluded.
Differentiating and aiming at young customers
At the beginning of the opening of Industrial Bank's credit card center, there were only a dozen people in the preparatory group, and everything started from scratch. However, this did not limit Industrial Bank's determination to catch up with it by leaps and bounds. It was its responsibility to serve the public and explore new ways for the transformation and development of retail business, and a group of ambitious entrepreneurs threw themselves into the credit card business without hesitation.
On July 21st, 24, Industrial Bank's first dual-currency credit card, Industrial Credit Card, was successfully issued in Shanghai, which became a milestone in the development of Industrial Bank's credit card business.
It is reported that the first credit card issued by Industrial Bank took only 1 months from preparation to issuance, which set a new record for issuing cards in the industry that year, which shows efficiency. Moreover, Industrial Bank has keenly captured the infinite potential of the young market and the general trend of the Internet wave, and chose to take the road of differentiated competition and develop its young customers, thus laying the "vitality gene" of the brand from the very beginning.
In 25, Garfield Credit Card of Industrial Bank, the first cartoon-shaped credit card in China, was successfully issued, and the new concept of "Couple Credit Card" launched together with it quickly set off a wave among young people, and the brand strategy closely following the pulse of youth and fashion started the "first shot" of the bank's credit card to enter the young customer base, which officially opened the prelude to creating a differentiated product system.
Followed by this, Industrial Bank successively launched popular and popular products such as QQ Show Credit Card, Starry Night Constellation Card, Peach Blossom Card and MengMeng Card, which are widely sought after by young and fashionable people.
In 211, in line with the new trend of online shopping, Industrial Bank launched a co-branded credit card for the first time together with Taobao, in which the rights and services such as credit card discount and online inquiry of credit card bills were the first in the industry. In 214, it once again took the lead in the industry, and launched the PASS card, which was the first to realize the function of "pen-to-pen points for online shopping", bringing tangible benefits to the vast number of online shopping customers and realizing the real points accumulation of credit card online transactions ... < P > Today, Industrial Bank has formed seven product series, including platinum card, theme card, co-branded card, standard card, identity card and campus card, which effectively meet the diversification of young customers.
Cross-border cooperation to create an ecological circle of financial services
Facing the cross-border competition of Internet finance and industry homogenization, the demand of young customers has turned to personalized, customized and experiential consumption trends, how can the bank credit card business continue to maintain its competitive advantage?
industrial bank's answer is to put 1+1 > around the user life cycle. 2 Do a good job in this problem, build a financial service ecosystem through cross-border alliance, open a closed loop of online and offline services, broaden customer acquisition channels, enrich consumer application scenarios, and open up new development space.
since 215, industrial bank has taken the lead in trying cross-border cooperation and actively creating a "financial+"ecosystem in line with the changing trend of young customers' consumption demand.
implementing the strategy of "Great Sports, Great Sports and Great Health", we took the lead in reaching cooperation agreements with famous events such as Shanghai International Marathon and JFC Youth Football Championship, and jointly issued the first Bundesliga team-themed credit card in China with the internationally renowned football club Bayern Munich, so as to keep pace with the rapid development of sports in China and continuously enrich the brand connotation of "Vigorous Life" of credit cards.
At the same time, we made great efforts in the research and development of "finance+industry application" products, and took the lead in launching sports health concept products such as "Xingdongli" credit card with wearable mobile payment sports bracelet and sports watch loaded with mobile payment function, thus creating a new format of credit card financial products.
Driven by the "internet plus" wave, Industrial Bank has also achieved the combination of traffic management and scenario expansion through cross-border cooperation with Internet companies, and continuously built a "multi-scenario" product application system. For example, in cooperation with well-known domestic Internet companies, we have successively launched new theme card series such as "Hungry" co-branded credit card, Youku co-branded credit card, iQiyi co-branded credit card, and Wenwen mobile credit card, which closely connects financial and life scenarios, actively covers all-round life application scenarios of young users, and creates a new "unbounded" financial ecology.
"At present, it has entered a new era of' unlimited connection and cross-border integration'." Wang Yu, general manager of Industrial Bank Credit Card Center, said that the bank will rely on the open banking platform to weave consumer scenes through cross-border integration with the outside world, promote a wider ecological interconnection with "financial+"connection, and build an ecological closed loop covering all-round life scenes.
financial technology opens the "second growth curve"
at present, financial technology is reshaping the banking ecosystem, and digital and intelligent transformation has become an inevitable trend of banking development. As a typical information and technology-driven business, the main battlefield of credit card in the future is in the field of science and technology. "As a rising star in the credit card market, we always take the initiative to seek change, adhere to the technology drive, accelerate the deep integration and interaction between credit cards and new technologies, promote the transformation of financial technology from supporting guarantee to leading business development, and continuously enhance our core competitiveness." Wang Yu said.
In 212, Industrial Bank launched the "Credit Card Network Application Platform", which realized 24-hour online application without leaving home. It took less than one minute to complete all online application procedures, which was the simplest interface of its kind in the industry at that time. In 215, the bank made persistent efforts to upgrade the card application process, which can give the results of card verification and virtual card establishment in 5 minutes at the earliest, greatly improving the customer's card application experience.
With the successful launch of the mobile life APP "Excitement" in 217, Industrial Bank has realized a closed-loop user experience such as bidding, credit card swiping and consumption. Relying on the online Internet platform and offline business circle, "Excitement" has deeply optimized the customer journey, comprehensively covered users' daily consumption needs such as eating, drinking, playing, having fun and shopping, brought tangible benefits to consumers, and strived to create a new ecosystem of mobile financial services.
driven by financial technology, in September 217, Industrial Bank successfully achieved that the number of new credit cards issued in a single month exceeded one million, marking that the card-issuing ability entered the first echelon of the same type of joint-stock commercial banks.
the rapid development of business needs strong system support. On November 24, 218, the credit card issuing system of Industrial Bank was successfully upgraded, and the transaction processing capacity was moved from 1 million to 1 million. At the same time, relying on the new system, the financial technology forces such as big data, artificial intelligence and cloud computing were integrated and brought into play, the digital transformation of credit card business was accelerated, and a digital business platform was actively built to realize technological innovation and reconstruction in customer acquisition, payment, risk control and service, and reshape the "moat" of bank credit card business.
Taking intelligent services as an example, Industrial Bank has built 6 customer tag systems in nine categories by mining massive, multi-source and unstructured customer data, deeply understanding customers' natural attributes and behavior attributes with distributed deep learning algorithm, and collecting multi-dimensional information, thus accurately portraying users' portraits, realizing thousands of customers' management, and greatly improving service efficiency and accuracy.
According to Wang Yu, Industrial Bank will continue to take financial technology as the guide, promote unbounded card issuance, ecological card use, refined operation and systematic risk control, seize the business opportunities of the booming consumer finance market, accelerate the promotion of the competitiveness and market share of Industrial Credit Card industry, and start the second growth curve. (Wang Yiming is a pseudonym in the text)