In this era of rapid development, the Internet has entered the life of every household.
CCB takes customers as the center, and builds an internet financial ecosystem for customers, integrating banks, customers and third-party service providers, which is mutually beneficial and prosperous.
In addition to omni-channel financial services, CCB has transformed the traditional business model and organization model with Internet thinking and technology around the daily needs of customers, implemented the transformation requirements of "comprehensive, multi-functional, intensive, innovative bank and smart bank", built a CCB financial ecosystem with highly integrated omni-channel products and services, further expanded the coverage of customer groups, improved financial services and non-financial services, optimized business processes and improved service quality, and truly enabled customers to enjoy the fruits of the development of Internet finance.
In the last article "China Construction Bank Opens the" Second Curve "and Constructs a Partnership Smart Ecology", DMA digital marketing consulting team deeply understands the multi-functional and interactive omni-channel customer and customer service of China Construction Bank in non-financial services by investigating the ecological construction status of China Construction Bank's annual report, China Construction Bank's mobile banking APP, Shanrong Business APP, WeChat WeChat official account (China Construction Bank, Longka Credit Card, China Construction Bank's Long Payment, etc.) and WeChat applet.
In this paper, we will study and analyze the ecology of CCB's non-financial scenarios, and continue to analyze the strategic planning and layout of CCB's non-financial scenarios for everyone.
China Construction Bank insists on pushing forward the "three strategies" in depth, and explores new financial development paths by exploring intelligent and scene-based business models to help develop the "second curve".
In terms of housing leasing, CCB takes its subsidiary Jianxin Housing Service Co., Ltd. as the carrier, participates in the construction of housing leasing market, and increases the supply of social rental housing. Such as:
In inclusive finance, in order to improve the "last mile" problem of rural financial services, China Construction Bank has innovated to build a comprehensive service platform for rural revitalization, "CCB Yunongtong", which provides one-stop comprehensive services integrating smart government affairs, convenience affairs, e-commerce and financial services for county rural customers.
By the end of 20 19, the service point of "CCB Yunongtong" in inclusive finance has basically covered the administrative villages in China, providing convenience, government affairs and financial services to tens of millions of farmers.
In terms of financial technology, CCB actively promotes the construction of service platforms and supports business development with financial technology.
In the ecological process of non-financial scenarios, the promotion of housing leasing strategy and Pratt & Whitney financial strategy has promoted the establishment of joint service relationship between banks, enterprises and banks, and laid the foundation for further building B-end and G-end ecology.
The promotion of financial science and technology strategy, with technology-driven channel platform construction, platform aggregation scenario service capabilities, and channel expansion scenario coverage, has truly realized B-side empowerment and G-side connection. It can be said that housing lease and inclusive finance are the business prototype and the underlying conception of ecological construction in non-financial scenes, while financial technology is the driving factor and technical guarantee of ecological construction in non-financial scenes.
In the process of constructing non-financial scene ecology, China Construction Bank has taken three major measures:
"Shanrong Business" is an e-commerce platform built by China Construction Bank and the first e-commerce platform in the banking industry. At present, Shanrong Business Mall has two versions: personal mall and enterprise mall, facing individual users and enterprise users respectively.
Personal Mall, as a B2C online consumption platform, provides products, logistics and after-sales services to consumers by entering merchants and joining merchants, which can meet the non-financial needs of individual users such as online shopping, public welfare and poverty alleviation, and financial needs such as transaction settlement and consumption staging.
As a B2B e-procurement platform, Enterprise Mall provides e-commerce services such as supply and demand information display, enterprise store display, professional market display, information display and recommendation information display, and financial services such as payment, settlement and financing for buyers and sellers and professional market managers, which largely solves the time and space distance between suppliers and purchasers and realizes the integration of information flow, logistics and capital flow.
Photo: Shanrong Business Personal Mall
Photo: Shanrong Business Enterprise Mall
Smart city is to use information and communication technology to sense, analyze and integrate the key information of the core system of urban operation, so as to make intelligent responses to various needs including people's livelihood, environmental protection, public security, urban services and industrial and commercial activities.
Its essence is to use advanced information technology to realize the intelligent management and operation of the city, thus creating a better life for people in the city and promoting the harmonious and sustainable growth of the city.
As financial institutions, commercial banks provide financial services to smart city service providers, suppliers and operators in the process of building smart cities, which is conducive to promoting in-depth cooperation and deep integration between banks and non-bank institutions.
Taking "finance+products+services" as the starting point, China Construction Bank has built a smart ecosystem in the fields of smart government affairs, smart life, smart community, smart food basket, smart medical care, smart travel, smart education, smart business and smart public welfare 10, and realized all-round B-end empowerment and G-end link.
On the G-side, CCB is committed to close the G-side link of the government around "smart government affairs". Since the three strategies were put forward, China Construction Bank has explored new financial models and built a "smart government service platform" by using financial technology, providing government services such as industrial and commercial registration, social security inquiry of provident fund, tax registration and payment of traffic fines.
Smart government affairs integrates all kinds of "cross-regional, cross-departmental and cross-level" government services through the docking of the banking system, and realizes the "close-by, fast-running" of people's government affairs in APP, self-service terminals, Yunongtong and other channels, connecting the government (G-end) and the people (C-end). By the end of 20 19, the accumulated business volume of smart government affairs exceeded 30 million pieces.
On the B-side, CCB has achieved the export of customers and financial services in batches in multi-industry scenes such as community, medical care, education, tourism and travel with diversified wisdom and services. Taking smart campus as an example, China Construction Bank provides tuition and fees payment, campus card recharge and other services to students by docking the payment systems of kindergartens, primary and secondary schools, colleges and universities. Compared with the traditional payment methods, smart campus payment has the advantages of convenience, quickness and easy operation.
Under the background of smart city construction, the financial services provided by banks are no longer a single financial product, but a scenario-based solution that integrates finance, products and scenarios, which is not only conducive to improving customer experience in the open mode, but also conducive to seeking new business growth points in "smart finance" services.
In the process of scene ecological construction, China Construction Bank, like other banks, has adopted an open and integrated model of "multi-participation and complementary advantages", and built scene ecology by introducing third-party service platforms/enterprises.
Judging from the integration of third-party enterprises/platforms and scenarios, the introduction of third parties in construction can achieve two major goals:
The first is to optimize the wisdom ecology and realize the one-stop service of the scene.
The second is to enrich the scene types and meet the diverse needs of users. For example, the introduction of "housekeeper help" domestic service platform, "Pang Hu Shopping Mall", "Qijia Decoration" and "Shifubang" to meet the convenient life needs of users; Introduce "Hungry" takeaway platform, "Ferris wheel" ticketing platform and "Huajia" flower ordering service provider to meet the food and entertainment needs of users.
Through the introduction of external platforms, the goal of improving the ability of intelligent ecological services and gradually enriching the types of scenarios is achieved, which is not only conducive to meeting the needs of existing users, but also improving customer experience; It is also conducive to obtaining customer traffic from external platforms and enhancing the ability to obtain customers in the scene.
The activities related to the CCB scenario include two categories. First, the full reduction activities in the mobile banking APP around the consumption of cooperative merchants and the payment on the Internet platform are aimed at improving the card usage and activity of cardholders; The second is the sign-in, games, lottery and other activities in the platform of "Shanrong Treasure Hunt" in Shanrong Business APP, aiming at the innovation and promotion of APP.
Photo: Shanrong Business APP Shanrong Treasure Hunting Activity Platform
On the whole, mobile banking APP promotes customers' card use by cooperating with third-party merchants/Internet platforms, such as full discount and limited time coupon collection, which is conducive to increasing credit card consumption and consumption. However, there are few activities related to APP innovation and promotion and other scenarios, and it is necessary to further increase the intensity of APP operation and scenario operation.
Shanrong Business APP launched a series of activities around the activity platform of "Shanrong Treasure Hunt", with new users receiving gold coins for free, promoting activities through sign-in, games, lottery, doing tasks, etc., and realizing user incentives with virtual rights "gold coins", which greatly played the operational value of the activity platform, but lacked activities related to payment, recharge, shopping and other scenarios.
The rights and interests in CCB APP include coupon code, integral and virtual rights and interests.
Voucher code refers to merchant vouchers, coupons, exchange vouchers, etc. obtained in various scenes and activities. Voucher codes must be obtained in the APP, and they can be deducted or exchanged at designated merchants, which can play the role of promoting the activity of the APP, increasing the amount of cards used and the transaction volume of long-term payment. At the same time, after successful consumption, points can be obtained, and customers can be encouraged and promoted through the equity cycle;
Points refer to credit card points obtained through consumption, activities, etc. The integral rights and interests are obtained by means of cards, consumption, etc., and can be used to exchange goods or donate, which is no different from the integral rights and interests of other commercial banks;
Virtual rights and interests refer to the reward "gold coins" that users get in the platform of "Good Finance and Treasure Hunting". As a prize in the activity platform, the virtual rights "gold coin" has the actual value of convertible gifts, which can promote and motivate users in the APP.
From the analysis results, CCB has two advantages in non-financial ecological construction:
Resource advantage. On the one hand, CCB has accumulated a large number of resources of government customers, corporate customers and retail customers in its years of business development, which has played an important role in promoting the construction of scene ecology; On the other hand, China Construction Bank, as a state-owned commercial bank, has strong financial strength and a large number of financial science and technology talents, which provides financial, human and material resources for the construction and layout of scene ecology.
Technical advantages. From data-driven to capacity-opening, from channel construction to scenario layout, from breaking departmental data barriers to linking external information, technologies in the fields of artificial intelligence, big data, mobile internet and Internet of Things have played an important role in driving, supporting and guaranteeing the scenario construction of CCB.
At the same time, in the non-financial ecological construction, CCB also needs to continuously optimize its activities and rights and interests:
Activity operation. At present, the activities in the CCB APP mainly focus on credit card merchants and merchants who benefit from life, aiming at promoting activities and transaction promotion, lacking activities related to high-frequency life scenes such as life payment, business travel, food and entertainment, and the ability of getting customers in the scene has not been fully exerted. Scenes-related concessions and promotion activities can be added.
Equity operation. Corresponding to the lack of scene activities, the combination of CCB's rights and scenes needs to be improved, and some normalized rights and interests can be added for scenes with wide coverage such as diet and entertainment to improve the activity of APP customers; In view of the perfection of the new layout such as the owner's ecology, some free rights can be issued within a limited time to refresh the scene, so as to realize the scene acquisition of existing customers and external channel customers.
Specifically, by focusing on users' needs, establishing a multi-scenario network for users and continuously optimizing the user experience, all major banks are actively and continuously exploring customized services that are more suitable for users, and finally realizing the continuous mining of user value in iteration.