Zhong Guo Zheng Quan Bao·2025-11-28 15:17Core Viewpoint - Several banks, including Suzhou Rural Commercial Bank, have established accounts on Xiaohongshu to connect with younger customers and share financial knowledge, promotional activities, and recruitment information [1][2]. Group 1: Bank Engagement on Xiaohongshu - Banks are leveraging Xiaohongshu and similar social media platforms to reach a large and active young user base, enhancing their brand image and customer engagement [1][2]. - The content shared by banks on Xiaohongshu includes financial literacy, promotional offers, recruitment information, and lifestyle content, aiming to resonate with younger audiences [2][3]. Group 2: Content Strategy - The content strategy focuses on three main areas: financial knowledge dissemination, brand image building, and product promotion through relatable scenarios [3]. - Financial knowledge is presented in diverse formats, such as short videos and comics, making complex topics more accessible to younger users [3]. - Banks are creating personalized IPs to enhance brand relatability, such as Ping An Bank's "Little Financial Girl" and China Merchants Bank's "Designated Cat" [3]. Group 3: Marketing Efficiency - New media platforms like Xiaohongshu offer strong user profiling and algorithmic recommendations, allowing banks to effectively target potential customers and reduce acquisition costs [4]. - The focus is on soft marketing strategies that align with consumer education and rights protection, enhancing the overall customer experience [4]. Group 4: Compliance Risks - While banks are actively engaging on social media, they must remain vigilant about compliance risks, especially in light of recent regulatory scrutiny on financial sector online activities [5][6]. - Banks are advised to avoid misleading statements and ensure clear communication of financial product risks, while also protecting user data and preventing impersonation [6].