银行借力新消费“顶流”揽储

Core Viewpoint - The introduction of the Labubu toy by a national bank as a promotional tool for attracting new customers highlights a shift in banking marketing strategies towards emotional and social engagement with younger demographics [2][3]. Group 1: Marketing Strategy - A national bank in the northwest region has launched a promotional campaign offering a Labubu blind box for new customers who deposit 50,000 yuan for a 3-month term [2]. - The campaign has successfully attracted a significant number of new customers, indicating effective customer acquisition through the appeal of the Labubu toy [2][3]. - The strategy reflects a broader trend in banking where financial services are integrated with lifestyle elements to resonate with younger consumers [3]. Group 2: Emotional and Social Value - The use of Labubu as a marketing tool meets the emotional and social needs of specific consumer groups, particularly the Z generation, who value personalized and fun consumption symbols [3]. - This approach not only enhances customer acquisition efficiency but also encourages spontaneous sharing on social media, creating a "social currency" effect [3]. Group 3: Compliance and Risks - Industry experts caution that while the promotional strategy is effective in attracting new customers, it raises concerns about customer retention and compliance with regulatory standards [4][5]. - There are existing regulations that prohibit banks from using gifts or other improper means to attract deposits, which could lead to increased non-interest expenses and hidden liabilities [5]. - Long-term strategies should focus on enhancing customer loyalty and retention through quality products and services rather than relying on promotional gifts [5].