The People's Bank of China Work Conference held recently mentioned that the digital renminbi pilot will be promoted in an orderly manner in 2023.
With the gradual deepening of the digital renminbi pilot work, the expansion of application scenarios and pilot scope is accelerating, and the integration of digital renminbi with online consumption scenarios such as e-commerce platforms is also getting closer.
Vipshop, a special-sale e-commerce company, has recently actively deepened the cooperation between government and enterprises, banks and enterprises, and continued to promote the construction of digital renminbi application scenarios through various forms of consumption promotion activities, helping digital renminbi to boost consumption and promote financial benefits for the people.
Actively carry out consumption promotion activities to promote the construction of digital RMB application scenarios
Since the digital renminbi pilot work started three years ago, the digital renminbi has gradually integrated into all aspects of people's lives.
As the government guides more commercial organizations and e-commerce platforms to participate in the pilot, new scenarios for digital renminbi consumption continue to land, and the value of digital renminbi to promote consumption and stabilize growth has become increasingly prominent.
According to a document issued by the Digital Currency Research Institute of the People's Bank of China, since 2022, the governments of the pilot regions have carried out nearly 30 digital RMB consumption red envelope activities around the themes of "promoting consumption", "fighting the epidemic", and "low-carbon travel". A number of market-oriented promotion activities have been carried out to effectively promote the replenishment of social consumption and the release of potential.
In order to promote the construction of digital renminbi application scenarios, since the official establishment of digital renminbi payment capabilities in April 2022, the special sale e-commerce company Vipshop has actively carried out various forms of digital renminbi consumption promotion activities, and has successively participated in the digital renminbi in Chengdu and Jianyang. Consumption coupons promote consumption activities.
Among them, as one of the distribution platforms for Chengdu's "520" digital renminbi online consumption coupons, Vipshop will launch multiple preferential benefits in conjunction with consumption coupons, select seasonal good products and hot-selling brands across the station to build a Chengdu Pavilion, and link them for 6.16 years The China Special Sale Festival is promoted to create a quality experience for Chengdu citizens, further amplify the digital renminbi to boost consumption value, and help the deepening of the Chengdu digital renminbi pilot.
At the same time, Vipshop and the Jianyang Municipal Government jointly launched the "Meeting in Jianyang · Vipshop Huimin" digital renminbi consumption promotion activity, distributing large-denomination, low-threshold digital renminbi consumption coupons to consumers in Chengdu, stimulating the potential of domestic demand At the same time, it also allows more consumers to experience the convenience and security of digital renminbi.
Xiao Li, associate professor of the Marketing Department of Fudan University School of Management, believes that the digital renminbi is essentially an innovative financial service product.
"Through the issuance of digital coupons, consumers are encouraged to try out the financial innovation service of digital renminbi, so that they have the opportunity to experience the technical advantages of digital renminbi. This is a very important first step in promoting the popularization of digital renminbi."
Innovative bank-enterprise cooperation model helps cultivate public digital payment habits
In the past three months, Vipshop has accelerated the innovation of the bank-enterprise cooperation model, and has joined hands with Bank of China, China Construction Bank, Agricultural Bank of China, and Guangzhou Branch of Postal Savings Bank to carry out digital RMB red envelope activities to further enhance consumers' digital RMB payment experience.
For example, in the digital renminbi red envelope activity launched in cooperation with a number of banks in December 2022, users in the pilot area can receive various preferential types of digital renminbi red envelopes through the Vipshop APP, such as the Xinke digital renminbi of the Guangzhou Branch of Postal Savings Bank of China. The red envelope is 50 yuan minus 100. The cumulative amount of the CCB digital RMB red envelope can reach up to 50 yuan, and the Bank of China’s no-threshold digital RMB red envelope amount can reach up to 123 yuan.
Vipshop data shows that with the development of more digital renminbi red envelope activities, the proportion of digital renminbi payments on the platform has gradually increased, and the total transaction amount has approached 300 million yuan.
It is worth noting that among users of all ages, post-90s users have the highest per capita transaction amount of digital renminbi, which shows that young consumers have a higher acceptance and awareness of digital renminbi.
Industry insiders pointed out that banks empower e-commerce platforms, accelerate the construction of digital RMB application scenarios through high-quality digital financial services, and bring users a convenient and efficient payment experience.
At the same time, the e-commerce platform itself has a huge user scale and aggregates rich consumption scenarios, which is also an important channel for banks to obtain new customers of digital RMB wallets.
The deepening of cooperation between the two parties will help extend the tentacles of digital RMB services and improve financial inclusion.
In December last year, the digital renminbi pilot expanded again.
The digital renminbi app shows that on the basis of the existing pilot areas, the previous Shenzhen, Suzhou, Xiongan, and Chengdu have been expanded to Guangdong, Jiangsu, Hebei, and Sichuan provinces, and Jinan City in Shandong Province, Nanning City in Guangxi Zhuang Autonomous Region, and Nanning City in Guangxi Zhuang Autonomous Region have been added. Fangchenggang City, Kunming City, Yunnan Province, and Xishuangbanna Dai Autonomous Prefecture serve as pilot areas.
At present, the digital renminbi pilot has formed 26 pilot areas in 17 provinces and cities.
The relevant person in charge of Vipshop said, "The expansion of the digital renminbi pilot project has brought new opportunities for us to promote the construction of digital renminbi application scenarios. In the future, Vipshop will focus on creating rich and diverse digital renminbi ecological scenarios to allow more consumption. Those who share the dividends of digital economic development.”
Vipshop will accelerate the unlocking of new digital renminbi consumption scenarios to help digital renminbi ecological construction