金融暖冬助消费，广发银行多维赋能湾区新年消费热潮

Core Viewpoint - Consumption is identified as a crucial driver of economic growth and a key support for the development of a high-quality living circle in the Greater Bay Area, with a focus on enhancing cross-border and diverse consumption experiences [1] Group 1: Resource Allocation to Enhance Consumption - The company is implementing personal consumption loan interest subsidies and credit card bill installment interest subsidies to directly benefit consumers in various sectors such as home decoration, travel, and daily consumption [2] - A streamlined service model using "system automatic identification + manual review" is being adopted to facilitate the interest subsidy process, ensuring eligible consumers can easily access policy benefits [2] - The company is increasing support for personal consumption loans and small micro-enterprise loans, offering pricing discounts and empowering branches with more autonomy in loan approvals [2] Group 2: Innovation in Cross-Border Consumption Services - The company has launched a "Cross-Border Payment" service to facilitate seamless money transfers between mainland China and Hong Kong, enhancing convenience and cost-effectiveness for cross-border consumers [3] - A pilot program for cross-border financial services has been initiated in Nansha, allowing Hong Kong and Macau residents to apply for credit cards entirely online, significantly reducing the barriers to accessing mainland financial services [3] Group 3: Multi-Dimensional Incentives to Boost New Year Consumption - The company is launching extensive promotional activities in collaboration with over 100 shopping districts and more than 50,000 merchants to stimulate consumption during the New Year season [4] - Targeted marketing strategies are being employed in different cities within the Greater Bay Area, focusing on local consumer preferences and trends to enhance engagement and spending [4][5] - The company has partnered with thousands of selected merchants and international card organizations to offer cashback and fee reductions, amplifying the impact of consumption incentives [5]