Introduction

With the advent of the new consumption era, the main consumer groups in society are also undergoing rapid iterations, and the attention-grabbing Generation Z is also in the stage of rising.

It can also be seen from the marketing of various consumer brands that companies are gradually paying attention to marketing models that integrate with young people. In this context, financial platforms as consumer payment terminals must also consider how to make friends with young people and become a payment brand they are willing to use.

Among them, the innovative performance of Pudong Development Credit Card in 2021 on the young track, which insists on being user-centered, is eye-catching.

The outlet for the consumption trend of “Generation Z”

While the consumption power is gradually increasing, the payment methods used by Generation Z have also changed compared with the past.

According to the "China Youth Debt Situation Report" released by Nielsen, 86.6% of young people aged 18-29 are using credit products. This undoubtedly brings huge opportunities to the credit card industry. Compared with the "subsistence-based" consumption style of those born in the 70s and 80s, life is more affluent. Generation Z, who have been familiar with the mobile Internet since childhood, have a consumption outlook that focuses on appearance, interest-price ratio (note: interest means interest, price means price), and social interaction. features. This means that the traditional offline marketing model of credit cards such as card application and gift giving, as well as the same credit card layout design and rights, have been divorced from the consumer trends of Generation Z, and it is difficult for new consumers in the market to have the desire to apply for a card.

How to deeply bind more young group customers and maximize traffic monetization users has become an opportunity for credit cards to break through the siege, and is also the key to seizing new consumption outlets in the industry. In other words, only brands that understand young people better and are good at making friends with them can capture the next generation of consumers.

Pudong Development Bank has launched a variety of card products in 2021, including the Shanghai Pudong Development Bank American Express New RMB Card, UnionPay Green Low-Carbon Themed Credit Card, Pudong Development Bilibili Themed Credit Card and the "Plaid Shirt" Themed Credit Card. It is very eye-catching and has become a veritable star card product of the year.

The most common point in the launch of these products is that Pudong Development Credit Card deepens product innovation to meet the consumer needs of young people and more subdivided groups; at the same time, although they focus on different rights and product features, they It also deeply satisfies the product’s target consumer groups.

Find people who like you and make friends with young people.

The easiest way to get along with young people is to follow their likes. In other words, if credit cards want to arouse the interest of young people, the first thing to do is to find a brand name and innovate comprehensively.

1. New urbanites, lighting up the sense of ritual in life

Currently, the pursuit of high-quality and personalized food consumption is the lifestyle of young people. At the same time, it is also one of the most frequent consumption scenarios. one. In this way, wouldn't it be very popular to bring young people to experience more unique and exclusive rights and create a sense of ritual in life?

In this regard, Pudong Development Bank Credit Card launched the RMB card version of the American Express Nouveau Riche Card in June 2021, aiming to help the "spiritually nouveau riche" young generation pursuing exquisite life and decode more layered dining experiences. In terms of rights design, the Xingui Card revolves around the pursuit of the true meaning of food, allowing young people who truly love food to fully enjoy their love and sense of ritual for exquisite life.

It is worth mentioning that on September 27, 2021, this card also carried out its first rights upgrade, continuing to tilt the rights and pricing towards cardholders, and gained good benefits. Effect. The relevant person in charge of Pudong Development Bank Credit Card said that the card issuance situation of Xingui Card in 2021 is good and there is a clear upward trend.

2. Break the circle and join together to toast to love

In addition to accurately focusing on the high-frequency consumption of food by young people, Pudong Development Credit Card also has a deep insight into the consumption of Generation Z as the core. Interest preferences of young people.

In recent years, Bilibili has become a cultural community with high consumption willingness in the lives of young people, and many brands have invested in this gathering place of Generation Z. Pudong Development Bank Credit Card is no exception. In 2021, it will join forces with Station B to launch a new Pudong Development Bank bilibili-themed credit card. Once the card product was launched, it was enthusiastically sought after by young people. One of the biggest reasons is that the card’s rights perfectly meet the needs of young people at Station B.

Pudong Development Bank’s bilibili themed credit card is based on Bilibili’s annual membership card. After successfully applying for the card, customers can make any purchases through designated UnionPay channels and receive the benefits of the bilibili membership annual card and enjoy generous privileges: high-quality film and television content Free, early viewing, comic coupons, B-coin coupons, exclusive member audio-visual feast, personalized space decoration and other popular rights. In order to cater to the "appearance-conscious" consumption trend of young groups including Generation Z, Pudong Development Bank's bilibili-themed credit card has also put a lot of effort into the card surface design. The card surface design adopts the fashionable and cute "travel TV" elements, which is full of cuteness and high recognition of Bilibili. In other words, the card may become an important factor in identifying whether young people have the same hobbies.

Recently, Shanghai Pudong Development Bank Credit Card, together with Bilibili and Dunhuang Research Institute, exclusively created a theme card with the image of "2233 Dunhuang Ji Lotte". The card surface is made of ice sand technology, with a beautiful and dreamlike style. Integrating traditional culture into modern financial products takes into account aesthetics and taste, and should also be in line with the current trend of national rejuvenation. At the same time, the 2233 limited co-branded collection blind box was launched to create a multi-dimensional experience journey and continuously exceed user expectations.

It can be seen that through the precise insight into the needs of young people, Pudong Development Bank’s bilibili themed credit card has appropriately integrated the product into the daily life scenes of young people, helping to change the consumption attitude of young people from passive to active.

3. Code the future and give exclusive care

If the above two products trigger consumption scenarios through interest needs, attract young groups and turn traffic into users.

On the day of "Programmers' Day" on October 24, 2021, Pudong Development Credit Card launched a "plaid shirt" themed credit card exclusive for programmers. In addition to interest and demand, there is an additional layer of emotion. The connection, so as to put users as the core and create products and services that meet user needs, is fully demonstrated.

Based on the professional characteristics of programmers, Pudong Development Credit Card’s “Plaid Shirt” themed credit card has designed two exclusive card faces: “Program Version” and “Grid Version”, thereby enhancing the sense of belonging of the programmer group and gaining holiday recognition. The "exclusive pampering" also invisibly enhances customer stickiness.

In terms of the benefits of programmer cards, Pudong Development Credit Card not only uses 1024 exclusive points to get closer to programmers, but also based on reality, prepares their daily favorites for programmers who open the card With multiple benefits such as annual membership of Bilibili and the latest electronic products, it has become programmers’ most intimate financial “friend” in a short period of time.

4. Green and environmentally friendly, advocating a new lifestyle

While gaining insights into the hobbies and actual needs of young people, Pudong Development Credit Card has also keenly discovered that more and more young people now People are pursuing a low-carbon life. Wearing comfortable clothes, carrying reusable bags, and bringing your own water bottle have become standard features in the lives of many young people.

At present, the national “double carbon” strategy has been planned and implemented, and low-carbon life will surely become the mainstream of society in the future.

As a financial institution, Pudong Development Credit Card also undertakes the mission of green finance. Against the background of the convergence of national strategies and the lifestyle changes of young people, Pudong Development Credit Card took the lead in launching the first green and low-carbon themed credit card in the industry with a forward-looking vision.

Based on the consumption scenarios of young customers and the consumption concepts that keep pace with the times, this card has designed a series of low-carbon and environmentally friendly benefits. Bind the Pudong Development UnionPay Green Low Carbon Card to take buses and subways, and you can get 1 yuan in credit for each ride transaction; through green travel, participating in environmental protection knowledge quizzes, environmental fun games, etc., you can also accumulate green energy and redeem it for Meituan Bicycle Month Cards, QQ music membership and other practical gifts.

The relevant person in charge of Pudong Development Bank Credit Card said that the launch of green and low-carbon themed credit cards can, on the one hand, inspire and encourage cardholders’ daily low-carbon and environmentally friendly behaviors through innovative financial tools, and help them strengthen their awareness of low-carbon and environmental protection. . On the other hand, it once again demonstrates Pudong Development Bank’s credit card strategy of following trends, deepening product innovation, and meeting the needs of more segmented groups.

Starting from looking for the first name, to gaining recognition from many young people. With its meticulous financial services, rich value rights and considerate scene experiences, Pudong Development Credit Card allows more young people to experience a better life in the new consumption era. Echoing this, young people, who are the main new consumers, will also use Pudong Development Bank's credit card products to show their individuality and life-loving consumption attitude.

Establishing an inclusive pattern with young people

Targeting young consumer groups, Pudong Development Credit Card not only creates star card products that serve different customer segments, but also continues to provide services to young groups More comfortable consumption experience and scenarios. Through continuous product innovation and trend insights, we actively engage in in-depth dialogue with young customers and accurately embed services into consumer needs.

Taking the "66 Life" themed event that will be held during the Mid-Autumn Festival and National Day in 2021 as an example, Pudong Development Bank Credit Card focuses on the four major customer groups of "commuters, car owners, foodies, and shopping people" , launching a variety of consumer activities and constantly upgrading surprises, effectively bringing more benefits to young people's basic necessities, allowing the brand's reputation to spread rapidly.

It is worth mentioning that, focusing on the daily consumption needs of young customers, Pudong Development Credit Card has carefully created the "Xiaopu Welfare Club plus lucky bag" rights, focusing on the daily needs of young customers, creating food, clothing, housing, transportation and entertainment coupons The collection of urgently needed products selects high-frequency scenes that young people like to see, such as takeout, milk cafes, and audio-visuals, so that young customers can enjoy discounts anytime and anywhere, achieving customer recognition of "small investment and big benefits". As the customer base expands, Xiaopu Welfare Club has successively introduced multiple high-quality partners such as Meituan, iQiyi, and SF Express to innovate brand cooperation and explore new ways to win. It will provide useful reference for further optimizing the customer structure and strengthening in-depth management of high-quality customer groups.

As a financial institution rooted in Shanghai, Pudong Development Bank Credit Card is no longer just a payment choice for consumers. Its profound insights into young groups and multi-dimensional innovative layout make it an important link between consumption scenarios and consumer groups. The link has become a powerful starting point for Shanghai to build an international consumption center city.

On the road to Shanghai becoming an international consumption center, it is bound to be inseparable from the innovation of consumption scenarios, the optimization of consumption experience and the reconstruction of consumption layout, as well as the stimulation of consumption willingness of social groups. Pudong Development Credit Card attaches great importance to the nature of young consumer groups. It not only actively seeks to seize the main trend in the future, but also continuously stimulates the endogenous driving force of economic growth through a series of inclusive financial measures, deeply conforms to the new consumption policy, and thus helps Shanghai build an international consumption center city and Consumption transformation and upgrading.

Shanghai Pudong Development Credit Card takes customer service and creating a better life as its mission, and continues to create a new force of consumption, increase consumption scenarios, and improve consumption experience. On its way to embrace the new era and create a new pattern, it also provides a new demonstration sample for financial platforms to actively participate in building a new domestic and international dual-circulation development pattern.