Securities Times reporter Duan Jiuhui

  Before the deadline for the second appointment during the day yesterday, the Winter Olympics commemorative coins and banknotes of many banks have been "sold out".

  The popularity of the concept of the Beijing Winter Olympics continued, the mascot "Bing Dun Dun" became a "top star", and the surrounding areas such as the Winter Olympics commemorative banknotes and commemorative coins were also very popular.

The central bank previously announced that the second round of reservation exchange for commemorative banknotes and commemorative coins for the Winter Olympics will be opened. Securities Times reporters visited bank outlets and logged on to the online platform on February 13 to see that before the deadline, the reservation quotas of many banks have been blocked. Sold out.

  Judging from the people's reservations, the Winter Olympics coins are more popular than the Winter Olympics banknotes.

Shanghai Pudong Development Bank has opened 2,052,534 sets of pre-sale reservations for the Winter Olympics in 15 provincial branches including Nanjing, Wuhan, Changchun and Shanghai. As of press time, only one branch of the bank has 10 sets to be reserved.

In contrast, there are still a lot of reservation quotas for the Winter Olympics.

"The number of Winter Olympics coins is limited, and the Winter Olympics banknotes are more abundant." A bank wealth management manager told me.

  The reporter noticed that recently, many banks, especially bank credit card centers, have also launched marketing on the theme of the Winter Olympics, including Bank of China, Minsheng Bank, Bank of Beijing, and Bank of Ningbo, etc., which have all launched "Bing Dun Dun" for credit card consumption. "activity.

According to industry insiders, the current competition in the credit card industry is intensifying, and refined operations and differentiated services have become key factors in brand competition.

Although the precise marketing of credit cards based on specific scenarios has a long history, in order to obtain good customers and improve the stickiness of cardholders, it cannot be limited to diversion, but needs to be deeply cultivated and continuously linked.

  The second pre-sale was "sold out" in advance

  The central bank announced that from 10:30 p.m. on February 11 to 24:00 on February 13 (Sunday), the second round of reservation and exchange for the Winter Olympics commemorative banknotes and commemorative coins will be opened, and users will rush to make reservations after that.

  From the announcement, there are two sets of commemorative banknotes for the Winter Olympics, one for ice sports and one for snow sports.

Among them, the anti-counterfeiting watermark on the snow sports note of the Winter Olympics is Bingdundun who is skiing.

In face value, a set of commemorative banknotes (2 pieces) is 40 yuan, a set of commemorative coins (2 pieces) is 10 yuan, and the exchange limit for each reservation is 20 sets respectively.

  According to the announcement of the central bank, the scheduled exchange of commemorative banknotes and commemorative coins for the Beijing Winter Olympics will be jointly undertaken by Industrial and Commercial Bank of China, Agricultural Bank of China, Bank of China, China Construction Bank, Bank of Communications, Postal Savings Bank, Huaxia Bank and Shanghai Pudong Development Bank.

Judging from the secondary reservation announcements issued by these banks, online reservations are generally supported through online banking, mobile banking, official WeChat public accounts and other channels, and customers are reminded to learn about reservation exchange outlets, reservation quotas and other information at the same time; some banks also support outlets on-site have an appointment.

  During the daytime on February 13, the reporter visited bank outlets and logged in to make an online appointment to learn that although the deadline for appointment has not yet been reached, the pre-sold Winter Olympics coins have been looted by many banks.

  "It is certain that it will be sold out immediately." The senior manager of the Bank of China Pudong Lujiazui Sub-branch engaged in wealth management business told reporters that the set of Winter Olympic coins and Winter Olympic banknotes are of high commemorative significance and "appearance", and have collection value.

There are three major changes in this reservation exchange: first, the amount of banknotes that can be reserved has increased, and the amount that can be exchanged for the Winter Olympics has increased to 20 sets; second, the exchange requirements have been reduced, and both account books and temporary ID cards can be exchanged; third, no Encourage hype, re-deposit, and circulation, and avoid the behavior of not redeeming the contract and returning the deposit after the redemption.

  However, Manager Gao also reminded that reservations for Winter Olympic coins and Winter Olympic banknotes are very popular, and some bank outlets even have long queues. However, each ID card of coins or banknotes can only be reserved in one bank, and must not be repeated in multiple banks. Make an appointment or you will be blacklisted.

  Winter Olympics coins are more popular than Winter Olympics banknotes?

  Judging from the appointment situation that the reporter learned, the Winter Olympics coins seem to be more popular than the Winter Olympics banknotes.

According to industry insiders, in terms of total supply, the supply of Winter Olympics banknotes is larger than that of Winter Olympics coins, so the reservation quota is also higher.

  ICBC distributed a total of 7,877,750 sets of Winter Olympic coins and 22,392,079 sets of Winter Olympic banknotes online this time.

  The reporter learned from the bank that as of 14:00 on February 13, the issuance quotas of the Winter Olympics Coins in Beijing, Fujian, Jilin, Liaoning, Shanghai, and Tianjin have all been reserved, and only Guangdong, Guizhou, and Inner Mongolia have been issued. , Sichuan and other places still have a small share.

For the second reservation of the Winter Olympics banknotes, except for Beijing and Xinjiang, there are reservation quotas in other regions.

  The situation with Shanghai Pudong Development Bank is similar.

The reporter learned from the bank that, taking the Winter Olympics currency exchange and issuance quota as an example, Shanghai Pudong Development Bank Nanjing Branch has a total quota of 291,400 sets, Wuhan Branch has a total quota of 61,600 sets, Changchun Branch has a total quota of 68,800 sets, and Nanning Branch has a total quota of 20,700 sets. , Shanghai Branch 992,200 sets, Zhengzhou Branch 211,100 sets, Xining Branch 8,643 sets, Haikou Branch 4,590 sets, Yinchuan Branch 20,400 sets, Tianjin Branch 111,400 sets, Changsha Branch 48,800 sets, Taiyuan Branch 61,400 sets, Suzhou Branch 1.68 10,000 sets, 61,700 sets in Shenzhen Branch, and 72,900 sets in Hohhot Branch.

As of 14:00 on the 13th, the bank's Winter Olympics Coin reservation quota only had 10 sets to be reserved in the business department of Xuzhou Branch.

In contrast, Shanghai Pudong Development Bank Wuhan Branch and Shanghai Pudong Development Bank Changchun Branch can reserve 122,800 sets and 168,000 sets of Winter Olympic banknotes respectively.

  "The number of Winter Olympics coins is limited, and the Winter Olympics banknotes are more abundant." Manager Gao informed that this time, the Winter Olympics coins and the Winter Olympics banknotes were reserved separately. Austrian banknotes can be reserved for only one type.

  credit card marketing

  Taking advantage of "Bingdundun"

  Focusing on the Winter Olympics mascot "Bing Dun Dun", the Securities Times reporter noticed that Bank of China, China Construction Bank, Minsheng Bank, Bank of Beijing, Bank of Ningbo, etc. have also carried out related theme marketing.

  As the official banking partner of the Beijing 2022 Winter Olympics and Winter Paralympics, Bank of China, together with VISA and China UnionPay, launched the Beijing 2022 Winter Olympics-themed credit card as early as April 2021.

Up to now, according to the reporter's understanding, the issuance of BOC Winter Olympics-themed credit cards has exceeded 100,000 in Zhejiang Province, and the issuance of cards nationwide has exceeded 1 million.

  In addition to Bank of China, China Construction Bank, Industrial and Commercial Bank of China, Agricultural Bank of China, Bank of Communications, China Merchants Bank, Minsheng Bank, Hua Xia Bank, Bank of Beijing, Bank of Ningbo, etc. have also launched Winter Olympics-themed credit cards. If the number of times, transaction amount, etc. meet the corresponding conditions, you will have the opportunity to receive mascot dolls and other activities.

The reporter learned from the relevant person of Bank of Ningbo that the Bank of Ningbo credit card will be processed before April 30, and the VISA card (official partner of the Winter Olympics) will be simultaneously checked. Bingdun Dun (official authentic).

  As of the end of the third quarter of 2021, there were a total of 798 million domestic credit cards and debit cards in use and issued, an increase of 0.97% from the previous quarter.

Among them, the per capita holding of credit cards and debit cards was 0.57, a slight increase from 0.56 at the end of the previous quarter.

As industry competition intensifies, refined operations and differentiated services have become key factors in brand competition, and online consumption scenarios are even more battleground.

  The implementation of precise credit card marketing based on specific scenarios is not a recent phenomenon. Therefore, Dong Zheng, a senior credit card researcher, also reminded that it is not only necessary to find customers through scenarios, but more importantly, to find target customers with certain types of consumption needs, and then determine marketing strategies. .

This requires that the cooperation between banks, merchants and platforms should not be limited to the level of diversion, but must be in-depth and continuous linkage.

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