“双十一”银行启动大促，行业加码布局零售

Core Viewpoint - The focus of the market has shifted from price competition among e-commerce platforms to credit card and consumer loan promotions by banks during the "Double Eleven" shopping festival, with banks leveraging social platforms like Xiaohongshu to enhance user engagement and activate large installment payments [1][4]. Group 1: Bank Marketing Strategies - Banks are implementing refined marketing strategies for the "Double Eleven" festival, utilizing social media platforms to promote credit card offers while directing customers back to their own channels for participation [2][4]. - Citic Bank offers a maximum discount of 80 yuan for credit card users during "Double Eleven," with a tiered discount structure to cater to different consumer spending levels [2]. - Other banks, such as China Merchants Bank and Agricultural Bank of China, are also launching various promotional activities, including cashback and installment payment options, to attract consumers [4][6]. Group 2: Consumer Loan Policies - The introduction of fiscal interest subsidies for personal consumer loans has invigorated the market, with banks and fintech platforms collaborating to boost consumption [7][8]. - During "Double Eleven," e-commerce platforms have launched sections for "national subsidy" products, allowing consumers to benefit from interest-free payment options [7]. - Construction Bank reported a significant increase in personal consumer loan balances, indicating a positive response to the subsidy policies [8]. Group 3: Industry Trends and Outlook - Despite challenges in the credit card market earlier in the year, some banks have shown signs of recovery, with Citic Bank reporting an 11.47% increase in online credit card transaction volume in Q3 2025 [9]. - The overall consumer loan balance has grown, with a year-on-year increase of 4.2%, reflecting a positive trend in consumer credit [9]. - Industry experts remain optimistic about the future of consumer credit, anticipating growth opportunities as government policies to stimulate consumption continue to roll out [9][10].