广发信用卡：破局信用卡阵痛期，以场景创新解Z世代快乐密码

Group 1 - The 618 shopping festival this year has set a record with a 39-day promotional period, reflecting significant changes in consumer behavior, particularly among younger demographics who prioritize emotional value over functional needs [1][2] - The trend of emotional consumption is highlighted by the increasing popularity of instant retail and simplified discount rules, with nearly 30% of young consumers willing to pay for emotional satisfaction [2][3] - The pet industry is experiencing robust growth, with a reported 23% year-on-year increase in active users for pet-related purchases during the festival, and the urban pet market projected to reach 302.5 billion yuan in 2024, marking a 7.5% increase [2][3] Group 2 - Facing a decline in credit card issuance, the industry is shifting from scale expansion to value co-creation, with companies like Guangfa Credit Card adopting a "three advantages and three advancements" strategy to integrate financial services into emerging consumer scenarios [1][3] - Guangfa Credit Card has launched innovative products targeting the pet and tea beverage markets, such as a multi-brand credit card offering 10% cashback and promotional events that engage both credit and debit card users [3][4] - The concept of "value co-creation" is emphasized, where credit card services evolve from mere transaction tools to integral parts of consumer experiences, enhancing customer relationships and optimizing business structures [4]