Which joint-stock bank’s credit cards are planning to use Xiaohongshu?

For financial products, such as credit cards, Xiaohongshu provides an excellent platform to connect with young user groups. In this article, we will explore in depth how major joint-stock banks have deployed credit card business on Xiaohongshu, analyze their strategies and results, and provide insights into bank brand building and user mind occupation.

When it comes to planting grass, we have to mention Xiaohongshu.

As a content-seeking and lifestyle platform, Xiaohongshu pays more attention to authenticity and professionalism than other platforms. As a result, it has a large and active young user group, which provides an excellent opportunity for credit cards.

Today I will talk to you about the layout of major joint-stock banks in Xiaohongshu.

Before starting the main text, let’s answer a question first: Do credit cards need to be listed on Xiaohongshu?

From the user's perspective, Yiding thinks it is necessary.

Some time ago, I applied for a credit card from a large state-owned bank while doing business. The salesperson was by my side throughout the process, telling me how to handle each step. Even though I didn't choose a card, there was no excessive introduction. According to the fastest process, it would take at least twenty minutes.

In other words, although credit cards seem to have no barriers to use, they are actually relatively complex financial instruments with various terms and conditions. Moreover, each bank has a wide variety of credit cards, so it is difficult to apply for a credit card that suits you.

For such a complex product, users need some professional advice when handling it.

I happened to see that credit cards were the top search terms for the banking industry in May on Xiaohongshu, and they were quite popular. In other words, if banks "planted" credit cards on Xiaohongshu, there would be a high probability of stable traffic.

Let’s get back to the topic. Since Xiaohongshu is worth doing, how are the major joint-stock banks doing?

A total of 9 joint-stock banks were selected, which can be simply divided into three echelons:

First tier, leader

There are three banks in this category, namely China Merchants Bank, CITIC Bank and Ping An. The threshold for this category is having more than 10,000 fans and a certain level of popularity on Xiaohongshu.

The contents of the notes are similar, basically introducing the activities of various banks, card products, etc. Here I would like to introduce the Little Red Book of China Merchants Bank. There is a very interesting detail.

Generally, when you click on the favorites button of an official account, it is simply set to be invisible.

But in fact, the existence of this button will generate some traffic, and it is a waste to simply set it invisible. China Merchants Bank used the "Favorites" button to create 6 albums, making good use of this traffic.

If you click on them, you will see that many of them are content posted by KOLs, and some of the brands of China Merchants Bank will be exposed.

China Merchants Bank Credit Card has created a self-media KOL matrix. If the notes of the official account receive good responses, some mid-level KOLs can be used to promote them and verify them in a larger traffic pool.

You can go and have a look. China Merchants Bank credit card ranks in the top 5 among the bank search keywords on Xiaohongshu.

The second tier, the pursuers

They are Pufa, Everbright and Guangfa. These three banks have a presence on Xiaohongshu. Guangfa, which has the least, has posted 19 notes, but it has basically not made much of a splash. Not only does the number of fans not exceed 10,000, but the number of likes and collections also does not exceed 10,000. There is still a gap between them and the top three.

The third echelon, the crowd

This echelon is composed of Industrial Bank, Minsheng Bank and Hua Xia. Industrial Bank issued a note and wrote an introduction, and then that was it, which is equivalent to not starting yet, while Minsheng Bank and Hua Xia did not open an account. These three echelons formed the crowd of onlookers and have not yet decided whether to do it or not.

The above is the operation of the official account. The situation of each joint-stock bank is already relatively clear. Let’s talk about “search mind” next.

On Xiaohongshu, users use keywords to understand and discover content of interest. For brands, they can occupy certain keywords and seize niche markets by continuously producing high-quality content.

For example, overseas consumption has been quite popular recently. When I searched for “overseas consumption” on Xiaohongshu, I found a lot of reviews, but also some interesting discoveries.

For example, this content from the official account of China Merchants Bank was recommended in a relatively high position.

What’s also interesting is that in the upper right corner, there are Pufa credit card users showing their orders, which is actually a very good brand exposure. If the official account follows up at this time, it can also bring in some traffic.

Searching for “car owner card” again, it’s obvious that Ping An has made a plan.

This type of keyword requires continuous output of content and promotion together with KOLs. At the same time, users must also post it and interact with official accounts. The creativity of UGC is endless.

For banks, it is important to pay attention to the positioning of such keywords, firmly occupy the minds of users, and thus build their brand.

And brands are always the most stable source of traffic.

That’s all I have to say about joint-stock banks. For banks, they need to continuously output high-quality content in the core area of ​​credit cards, cooperate with the KOL system, and position search keywords to occupy the minds of users, differentiate themselves from other brands, and cultivate their own super fans.

Finally, let me say a few words off topic. In Yiding's opinion, credit card users can be simply divided into several categories:

The first category is TX customers. This cannot be avoided and its existence is reasonable.

The second category is the freeloader customers. One category is those involved in the black and gray industries, which are severely cracked down by banks. The other category is ordinary freeloader customers, who are welcomed by banks as long as they do not go too far.

The third category is indifferent customers, who may apply for a card to do a favor for a friend or as a gift, and use it purely as a payment tool. These customers do not contribute much value to the bank's credit card business, and there is no brand identification, so they are more likely to leave.

Yiding believes that if credit cards want to continue to develop, they must focus on deploying the fourth type of customer, that is, users who are truly sensitive to credit cards and super fans of the brand.

Only such users will continue to activate their cards, spread and share, help promote the brand online, and even help with brand public relations when negative public opinion arises.

For banks, it is necessary to have clear values ​​and product propositions, and then through a series of operational means such as rights, services, incentives, points, membership, etc., integrate functional, lifestyle and cultural values, and ultimately integrate credit cards into users' lifestyles.

Such a credit card, or super product, cannot be surpassed.