从 “薅羊毛” 到 “穿毛衣”：平安银行信用卡逆市升级基础保障

Core Insights - Ping An Bank's credit card division is enhancing its basic protections and services for all cardholders, positioning itself against industry trends of reduced benefits and inflation of rewards points [1][3][4] - The bank is focusing on its existing customer base, viewing them as both a core asset and a challenge that requires careful management, rather than merely adapting to the industry's contraction [2][4] Summary by Categories Service Enhancements - The upgraded protections include a unique "72-hour fraud liability" service, covering losses up to 300,000 yuan, and a streamlined claims process of 3-5 working days [3] - Comprehensive travel insurance is provided, with coverage for accidents during travel up to 1 million yuan [3] - Health services now include free consultations with an AI doctor, available 24/7 for all cardholders, enhancing user experience [3][6] - Various repayment options have been introduced, including automatic repayments without service fees, flexible repayment reminders, and a minimum repayment ratio as low as 2% [3] Market Positioning - Unlike competitors who are cutting back on benefits, Ping An Bank is focusing on enhancing the service experience for its existing customer base, creating a competitive barrier [4][10] - The bank's strategy reflects a shift from aggressive customer acquisition to optimizing services for core users, aiming to build trust and loyalty [4][10] Consumer Behavior Insights - The current consumer trend shows a preference for straightforward, reliable benefits over complex promotional schemes, indicating a shift towards rational consumption [5][6] - Customers are increasingly seeking value and ease of use, desiring clear and accessible benefits rather than convoluted reward systems [6] Long-term Strategy - The bank's approach aligns with the broader strategic goals of Ping An Group, emphasizing long-term customer relationships and service innovation [7][10] - The brand aims to transition from being merely a provider of credit card benefits to becoming a comprehensive lifestyle service partner for its users [10]