It is reported that Meituan's co-branded credit card business began in September 20 18, focusing on various life consumption scenarios such as "eating, drinking and shopping". Cooperative banks include Qingdao Bank, Jiangsu Bank and Shanghai Bank. After two years of operation, it became the first regional co-branded credit card with cumulative card issuance exceeding10 million. In addition to outstanding card issuance results, Meituan co-branded credit cards have also played an increasingly important role in improving the customer base structure of regional banks, enhancing the activity of retail customers of regional banks, and driving the low-frequency business of regional banks.
According to Jiangsu Bank, nearly 2.5 million credit cards have been issued since the joint credit card was launched with Meituan for two years, of which 70% are young customers under 35. In addition, Meituan's co-branded card has brought more than 6,543,800 new customers to customers who have never had business relations with the bank before. More than 200,000 customers have applied for debit cards from Jiangsu Bank, more than 400,000 customers have opened mobile banking, and nearly 200,000 customers have become new customers of direct banking, which has played a significant role in inciting the development of the bank's retail business.
Liu Jing, head of the Consumer Finance and Credit Card Center of Jiangsu Bank, said that compared with large commercial banks, regional commercial banks lack advantages in credit card operation, such as experience, data accumulation and scientific and technological resources. If regional banks want to achieve "overtaking in corners", they can seize the tide of Internet development and explore the road of high-quality development of credit card business with high-quality Internet companies.
Zhangjiakou Bank, which won the Banker's 202 1 China Financial Innovation Award for the innovative case of Meituan's co-branded card, also said that with the advantages of Internet companies in scenarios, operations and technical connections, the bank effectively opened up online and offline resources and realized accurate card issuance, digital risk control, intelligent rights and interests, and payment scenes. While providing good credit card service experience for local customers, it has effectively served the real economy and helped the innovative development of consumer finance.
Co-branded cards have also brought new growth momentum to Meituan Ecology. It is reported that as of 65438+February, the number of regional banks in Meituan co-branded card cooperation has reached 14, with an average activation rate of over 75%, and more than 60% of the transactions occurred in Meituan's ecological scene.
The comparative data shows that co-branded cards have an obvious pulling effect on users' customer acquisition frequency. One year after the opening of Meituan Co-branded Card, the average monthly order volume, average monthly order amount and average monthly visit days to Meituan App can still maintain a steady growth compared with a year ago. "This kind of win-win situation is a beautiful epitome of a positive cycle under the wave of co-construction in the era of digital finance, where financial and living consumption scenes are highly integrated, and financial professional ability and scientific and technological ability are highly integrated," said the relevant person in charge of the Meituan co-branded card.
According to the data, the co-branded credit card market, which is taking advantage of digital transformation and holding hands with Internet companies, is quietly rising and rising against the trend. In the past two years alone, a number of co-branded credit cards have appeared, such as Bank of Beijing JD.COM Plus Co-branded Credit Card, Guangxi Beibu Gulf Bank Ctrip Co-branded Platinum Card and Bank of Ningbo BilibiliWorld Theme Credit Card. In the eyes of the industry, this reflects that the demand for small and medium-sized banks and regional banks to seek retail transformation based on local conditions and adapt to the tide of Internet development is still strong.
The industry believes that compared with other Internet financial cooperation modes, co-branded credit cards can pull young customers who are gradually away from banks back to the bank account system, leaving users, data and digital operation experience in the system, laying a solid foundation for retail capacity and long-term stable operation, which is undoubtedly a more sustainable development path.
(Editor Cui Man)