Our reporter Li Bing
Digital collections are attracting more banking institutions.
Prior to this, ICBC released version 8.0 of mobile banking and launched the ICBC digital collection library.
According to incomplete statistics, 9 bank officials have announced their entry into the digital collection track this year.
It is generally believed in the industry that, with the homogeneity of financial services highlighted, many financial institutions are trying to find a way to win through differentiated competition.
Digital collections can attract widespread attention from young customers, which are novel and popular.
The entry of banks is conducive to attracting users and traffic, and further promoting digital transformation.
Target young customers
The "Securities Daily" reporter found through experience that the ICBC digital collection library is currently listed in the main menu alongside deposits, transfers and remittances, and living payment.
A total of 95,588 pieces of the first digital collection "Golden Osmanthus Welcoming Auspicious Elephants" have been distributed for free, and it currently shows that they have been received.
According to reports, ICBC mobile banking digital collections are digital content issued in limited quantities by ICBC, including but not limited to paintings, documents, pictures, music, videos, 3D models, etc. Form irregular limited edition.
"Compared with other banks, Industrial and Commercial Bank of China has set up a digital collection library in the mobile banking APP, which is issued irregularly, and its pace of attempt is already in the leading position in the banking industry." Yu Baicheng, president of Zero One Research Institute, told the reporter of "Securities Daily" Said that since the beginning of this year, banks have entered the digital collection track more, but it is not uncommon for institutions to open digital collection halls alone, which means that the institution is paying more attention to the digital collection track.
The reporter of "Securities Daily" sorted out and found that 9 banks including Industrial and Commercial Bank of China, Agricultural Bank of China, Postal Savings Bank of China, Bank of Beijing, Bank of Nanjing, Everbright Bank, Huaxia Bank, Xi'an Bank, and Zhongyuan Bank have entered the digital collection within the year.
Talking about the reasons for the deployment of digital collections by many banks, Wang Pengbo, a senior analyst in the financial industry at Broadcom, told the "Securities Daily" reporter, "At present, digital collections are widely concerned by young people. They are both novel and popular. They are low-cost and self-contained. The attributes of gifts are a new way and bridge for banks to interact with customers. In addition, digital collections belong to the category of digital technology. From the perspective of promoting their own digital transformation, banks will also actively deploy this track.”
In November 2021, the first digital collection in the domestic banking industry will be issued.
Since its development in 2021, the digital collections issued by banks have shown three characteristics.
Wang Pengbo said, “First, the compliance is strong. The digital collections launched by banks do not involve secondary transactions, and are for the purpose of marketing and improving their own image; second, the types and scale of digital collections continue to increase; third, they are still in the In the initial stage, it aims to increase customer acquisition ability and customer favorability in combination with its own brand image, and it has collection value."
collectible only
Judging from the current digital collections issued by banks, it is more of a collection value.
For example, Everbright Bank mentioned in the instructions for receiving digital collections that the digital collections released this time are free to receive in a limited amount, and users are not allowed to use the digital collections for any commercial purposes, and resolutely resist any form of price speculation on digital collections, off-site Transaction, fraud, or use in any illegal way; Bank of Beijing also stated that it does not support secondary transfers to third parties, and resolutely resists any form of price speculation, paid resale and other violations.
According to the "Research Report on China's Digital Collection Industry in 2022" released by iResearch, the scale of China's digital collection market will reach 280 million yuan in 2021.
In terms of the number of digital collections issued every month, starting from February 2022, the number of monthly issuances will exceed one million pieces.
Among them, the number of issued in May was as high as 4.969 million.
"At present, the scale of banks' digital collection business is not large, and most of them are in the stage of testing water. Small-scale operations and embedding it into daily retail operations can often achieve the effect of 'four or two'. Banks deploy digital collections track , It’s more like a tool to attract users and traffic.” Su Xiaorui, a senior consultant in the financial industry at Analysys Analysis, told a reporter from the Securities Daily.
Yu Baicheng said, "Banking institutions issue digital collections through free reservations or as gifts to users, which can increase the activity and identity of users, especially young users, and is one of the better ways to promote brand promotion. , reflecting the bank's innovation, youthfulness and advancing with the times. At the same time, launching digital collections is also one of the banks' digital exploration paths."
As for the bank's future measures to standardize and manage digital collection-related businesses, Su Xiaorui suggested, "Banks should fully combine their own resource endowments to carry out differentiated exploration of digital collection business, and also need to pay attention to digital collection-related copyright, content and other compliance work. The legal issues that may be involved are carefully sorted out to avoid disputes." (Securities Daily)