银行扎堆“双11”送福利，究竟在“抢”什么？

Core Insights - The banking industry is actively participating in the upcoming "Double 11" shopping festival by launching exclusive promotional activities to capture market share and stimulate business growth [1][2][4] Group 1: Promotional Activities - Major banks, including China Bank and Construction Bank, along with local banks like Suzhou Bank and Guiyang Bank, have introduced "Double 11" exclusive activities targeting both debit and credit card holders [2][3] - China Bank has partnered with Alipay to offer a "11.11 Daily Discount" campaign, which includes a pre-sale period from October 20 to 30 and a promotional period from October 31 to November 11, with varying discount thresholds [2][3] - Other banks, such as China Merchants Bank, are offering cashback promotions for debit card users, while credit card promotions include discounts and installment payment options across multiple platforms [3][4] Group 2: Market Trends and Strategies - The banking sector is shifting from a "land grab" approach to a more refined strategy focused on enhancing customer engagement and activating dormant accounts [5][6] - As of mid-2025, the total number of bank cards in China reached 10.068 billion, with debit cards continuing to grow, while credit cards have seen a decline, indicating a shift towards managing existing customer bases [5] - The "Double 11" event serves as a critical opportunity for banks to reactivate dormant accounts and increase user activity, aligning with broader policies aimed at boosting domestic consumption [4][5] Group 3: Future Considerations - Analysts suggest that banks should focus on converting short-term promotional gains into long-term customer retention by enhancing service offerings and optimizing user experiences [6] - Recommendations include integrating temporary credit increases and aligning with government initiatives to enhance consumer engagement and loyalty [6] - The shift towards a customer lifecycle management approach is emphasized, with a focus on content-driven marketing and membership programs to build long-term value [6]