China personal loan brand & product digital marketing

“Life does not get better by chance, it gets better by change.”
Personal Loan Brand & Product Digital Marketing

A glimpse at China’s loan market
More Complex Customers’ Decision Making Journey
Diversified loan providers
Intense Interest Rate Competition
Media Channel Driven Leads Acquisition Module
Similar product function design & CVP
Prudent consumers
Picky consumers
WOM - 74% importance in decision compare with in-store information, online information, direct mail & telemarketing
The whole China’s loan market becoming complex

how to strengthen the brand differentiation under such a competitive market?

Except mortgage, What’s the main purpose of applying personal loan？
Consumer insight

%
0
25
50
75
100
electronics Autos Travel Home appliances Home decor Education Luxury goods Weddings
33
15
41
32
1916
49
15
27
21
25
21
2121
24
17
41
64
35
47
6062
27
68
Not likely Not sure Highly likely
Consumer insight
Consumers with No Experience in Consumer Finance Remain Conservative About Lending
Consumers with no experience in consumer lending are more willing to take out loans for automobiles, education, and weddings
How likely are you to to apply for a loan or installment plan when you purchase the following items?
Sources: March 2014 BCG analysis. Note: Because of rounding, not all percentages add up to 100.
1,800 banking and insurance customers of varying income levels (middle class, emerging-affluent class, and affluent) in 14 cities, ranging from tier 1 to tier 3,

%
0
25
50
75
100
electronics Autos Travel Home appliances Home decor Education Luxury goods Weddings
4644
55
62
4944
78
46
2727
2820
2225
15
24
2629
1718
2931
7
30
Not likely Not sure Highly likely
Consumer insight
Consumers with Prior Experience in Consumer Finance Are Not Entirely Open to All Forms of Lending
Consumers with prior experience in consumer lending remain conservative about loans for computers, communications, and consumer
electronics; travel; home appliances; and luxury goods
How likely are you to apply for a loan or installment plan when you purchase the following items?
Sources: March 2014 BCG analysis. Note: Because of rounding, not all percentages add up to 100.

Consumer insight
Consumers in different demographic segments have different preferences.
43 percent of consumers in the younger age use consumer loans to buy 3C digital products.
Older consumers, however, tend to use their consumer loans to purchase automobiles and home decor and furnishing materials
As for gender, Female consumers tend to focus more on quality of life and on their homes and families.
Younger people are defined as those aged 20 to 34, while middle-aged and older people are defined as those aged 35 to 64.
tier 1 cities
open to consumer finance for categories such as 3C, home
appliances, and furniture.
tier 2 cities
26 percent are open to using consumer finance for travel.
tier 3 cities
are willing to use some form of consumer lending for home
appliances only

Consumers in different life stage have diverse desires
Consumer insight

Consumer insight
Consumers segmentation
Lighthearted
People still at university or just
starting a career, without many life
pressures or financial demands
18%
Rushing clans
Young people starting their career
and struggling with various
pressures
9%
Conservative well-off
Seeking prudent means of low-risk
wealth growth and preservation
7%
5%
Spend now
Carefree people who embrace
consumption concepts and where
demand is strong for overdrafts and
loans
5%
Affluent consumers
Wealthy people who pursue stable
wealth creation and enjoy a
comfortable life
17%
Traditional savers
People with little investment
awareness apart from deposits
18%
Frugal housekeepers
Conservative middle-aged group
who are risk-averse and have family
care responsibilities
21%
18-25 26-35 36-45 46-55 Age
<45K
45K+
72K+
104K+
600K+
Income
Segmentation of financial consumers
3,000 consumers in 22 cities, covering first-(Beijing, Shanghai, Guangzhou, Shenzhen) , second-, third- and fourth-tier cities across the country
Source: Accenture analysis, Accenture China Consumer Study, 2013
Elite
focus on improve quality of life,
enjoy the moment of life, no
pressures of financial demands

Consumer insight
Consumers segmentation - Target consumers
Lighthearted
People still at university or just
starting a career, without many life
pressures or financial demands
18%
Rushing clans
Young people starting their career
and struggling with various
pressures
9%
Conservative well-off
Seeking prudent means of low-risk
wealth growth and preservation
7%
Elite
focus on improve quality of life,
enjoy the moment of life, no
pressures of financial demands
5%
Spend now
Carefree people who embrace
consumption concepts and where
demand is strong for overdrafts and
loans
5%
Affluent consumers
Wealthy people who pursue stable
wealth creation and enjoy a
comfortable life
17%
Traditional savers
People with little investment
awareness apart from deposits
18%
Frugal housekeepers
Conservative middle-aged group
who are risk-averse and have family
care responsibilities
21%
18-25 26-35 36-45 46-55 Age
<45K
45K+
72K+
104K+
600K+
Income
Segmentation of financial consumers
3,000 consumers in 22 cities, covering first-(Beijing, Shanghai, Guangzhou, Shenzhen) , second-, third- and fourth-tier cities across the country

The different financial needs of Lighthearted consumers
Everyday education car loan mortgage home decoration other
Capability Desire
This mainly refers to people at university or just starting their career, with limited living pressures or financial demands.Most of them reside
in first- and second tier cities.
Needs for credit desire
Consumer insight

The different financial needs of Rushing clans consumers
Similar to the Lighthearted, the majority of Rushing clans are young people located in first- and second-tier cities, career- oriented, young,
just starting their career and struggling with various financial pressures. They rely mainly on credit for things such as housing and car loans
and use credit cards for much of their consumption.
Capability Desire
Consumer insight

The different financial needs of Spend now consumers
Most of those in the Spend now group are younger people. These are carefree people who embrace new consumption concepts and have a
strong demand for overdrafts and loans due to a limited capacity for consumption.
Capability Desire
Consumer insight

Lighthearted Rushing clans Spend now Elite
Age 24 - 28 26 - 32 26 - 32 30 - 35
Main purpose of
applying personal
loan
Education
Wedding
Home decor
Home appliances
Automobiles
Travel
3C
Home decor
Automobiles upgrade
Tags
Have financial
support from family,
but has motivated and
independent attitude
New citizen, study and
work in new city, fight
for better life
Live with family,
enjoy the moment of
life
Married, ready to raise a
child
Consumer insight
Key learning from the consumer analysis

Born in top-tier citiesBachelor degree or above
Wanna to be elite in the future！
Consumer insight
Profile Of Key Target Customer - Lighthearted
Willing to invest in their interests： music, painting, language….

Located in top-tier cities
Consumer insight
Profile Of Key Target Customer - Rushing clans
Fight for their better life!
Working hard, busy with daily job.

have travel plan in 1 year
Bachelor degree or above
Love shopping! Wanna be more gorgeous & smart！
Consumer insight
Profile Of Key Target Customer - Spend now
Enjoy every moment of life!
men - 3C products,

have travel plan in 1 year
Bachelor degree or above
Focus more on quality of life and on their homes and families.
Consumer insight
Profile Of Key Target Customer - Elite

Adopting
an omni-channel digital
strategy

customerconsumers
CRM
INFLUENCER
S/KOL(S)
DIGITAL
PLATFORMS
ADVERTIS
EVENTS
advocate
inform
connect
interactretain
Our Strategy
Build profound relationship with customers

customerCUSTOMERS
Bring the Xxxx brand promise to life throughout the entire
customer journey experience.
signature
products /
services
communication
behaviorenvironment
brand
values
Our Strategy
Build profound relationship with customers

Personalized digital
journey for target
customers

Spend now
Elite
Lighthearted
Rushing clans
Execution
Present brand promise
Personalized digital journey for below target customers

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build hot topic xxxx银⾏⽆担保个⼈贷款; Monitoring public opinion;
Brand: Viral Video
Happiness
Spend now
Life Change 改变⽣活
Execution
Planning overview
ePR
Landing page SEO & SEM (Brand + Products) Build excitement on life change with consumer engagement
Warm up Go viral Sustain Awards
Elite
Lighthearted
Rushing clans Accelerate your dream The proud achievement
Future of myself I am….
Upgrade your ride Build sweet home
NewStyle new women/men Happy life from family Dream works
CRM manage & segment user tags for next campaign

Brand: viral video
Execution
Planning overview

JAN
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OCT
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NOV
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DEC
12
MAY
05
JUL
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MAR
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build hot topic xxxx银⾏⽆担保个⼈贷款; Monitoring public opinion;
Brand: Viral Video
Happiness
Spend now
Life Change 改变⽣活
ePR
Landing page SEO & SEM (Brand + Products) Build excitement on life change with consumer engagement
Warm up Go viral Sustain Awards
Elite
Lighthearted
Rushing clans Accelerate your dream The proud achievement
Future of myself I am….
Upgrade your ride Build sweet home
NewStyle new women/men Happy life from family Dream works
CRM manage & segment user tags for next campaign
Execution
Planning overview

把握⼈⽣的每⼀次契机
改变⽣活现在时
Execution
Brand - viral video
Past：We encourage people change life right now!

Execution
Brand - viral video
Past：People share their stories to effect others never miss the important things….
有些事，你以为暂时放下，谁知却成了永远的遗憾

Now：xxxx银⾏⽆担保个⼈贷款 (现贷派) - After 7 years launched in China, We want our current consumers
share their happy stories with you!
No regretNo campare
Execution
Brand - viral video

Only happiness
Execution
Brand - viral video

Execution
Brand - viral video
Happiness go viral with positive way, it present brand promise - here for good

Execution
Brand - viral video
We invite 4-6 customers from Shanghai, Beijing, Guangzhou and Shenzhen sing one happy song to express
their happiness after assistant of xxxx银⾏个⼈⽆担保贷款.
The song present passion to life change, enjoy the current life, deliver positive emotions.

Execution
Brand - viral video
The scene change from abroad to China, from Shanghai to Shenzhen, from home to work place,
from coffee shop to beautiful streets
With xxxx银⾏个⼈⽆担保贷款, the cities are vibrant….

Promote viral video
Execution
Brand - viral video

JAN
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05
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MAR
03
Brand:
Viral Video
Warm up Sustain AwardsGo viral
BBS & SNS
triggers:
compare,regret
Wechat
user engagement
Weibo
hot topic
Video vertical websites
#no compare, no regret
only happiness#
Execution
Brand - viral video promotion(no compare, no regret, only happiness)
ePR -Lifestyle vertical
websites
Annual digital awards

Execution
Brand - viral video promotion(no compare, no regret, only happiness)
Platform Official resources KOLs PGC & UGC
Weibo
Publish the viral video
Daily content: Song, Pic, Script Go viral…
Professionals share their insights
Users retweet, comment, even share….
Wechat app game: share your happiness moment Go viral…
Professionals share their insights
Users retweet, comment, even share….
BBS & SNS Microblogging , Share the happiness stories
Video vertical
websites
Publish on Home page / channel page top 3
ePR Keep publish daily content on lifestyle vertical websites

Lighthearted
Execution
Lighthearted

Execution
Lighthearted - Future of myself 看到未来的⾃⼰
微信活动 - 轻应⽤
Elite DNA测试
⾖瓣活动页⾯：
#看到未来的⾃⼰#
QQ空间页⾯：
#看到未来的⾃⼰#
分享测试结果
xxxx银⾏个⼈
⽆担保贷款
Landing page
如何更快的
看到未来的⾃⼰？

⾖瓣 & QQ空间活动页⾯Demo
1. ⾸页提⽰⽤微信扫描⼆维码(左边
⿊⾊Brain)
2. 跳转到⼿机微信活动页⾯ Elite DNA
测试
只有参与⼿机端活动的⽤户才能进⼊⼆级页⾯ (⼆级页⾯以长瀑布形式展⽰未来的⾃⼰形象 - ⾳乐家，设计师，建筑师…… )
Execution

⼿机轻应⽤Demo
Execution
⽤户进⼊活动页⾯进⾏Elite DNA Test, 最终分享结果到微信朋友圈，同步到⾖瓣 & QQ空间

⾖瓣 & QQ空间微信微博
未来的⾃⼰携作品归来, 同时⽤视频的形式分享他们那段时间的学习经历...
Execution
Lighthearted - I am….我是....

Rushing clans
Execution
Rushing clans

Execution
Rushing clans - Accelerate your dream
xxxx银⾏个⼈⽆担保贷款帮你圆梦！
只要你够⼤胆向爱的⼈表⽩
够有⼼思设计⼀场感⼈的求婚仪式
够有勇⽓规划⼀个说⾛就⾛的旅⾏
活动机制：微信平台评选最感⼈最有创意求婚仪式, 获奖者就有机会赢取现⾦ 1 - 5万

Execution
Rushing clans - The proud achievement
2015年你最⼤的收获是什么？
因为⼀次旅⾏发现...
因为拾起年少时对⾳乐的爱好，发现....
因为学会了释然 , 发现....
微视频分享这些⼈的故事，因为有着改变⽣活的态度，才能发现更多你所不知的....

JAN
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Voice of
China
Fashion:
Stylists
Valentine’s
Day:
Models
Fashion
Weeks:
Buyers
Classic
Elegance:
Artists
Content Planning
Promote platforms
StyleTV website homepage banner;
StyleTV Weibo & We chat;
Annual hit column;
Taxi AD;
Home
decor
Home
appliances
Family
travel
Spend now Happy life from familyDream worksNewStyle new women/men
Abstract: 3 different girls are shot
during aw 2015 Fashion Week abroad,
of whom one is postgraduate with
academic pursuit, one is a fashion craze
and fashion buyer and the other loves
traveling. However, they all achieve
their goals with the assistance of SC
Loan Service.
Execution
Spend now

No.4 of Upscale women fashion sites in China
Monthly PV 51,569,118
Monthly UV 5,034,160
Daily PV/UV 10.24 Daily Time on Site 13:57
Datasource：iWebChoice
A Leading Upscale Lifestyle Cross-media Platform
Why StyleTV?
The majority of reader is located in top-tier cities in China.
23.4% North China(Beijing/Tianjin) 27.8% East China (Shanghai /Zhejiang/Jiangsu) 25.2% West-South China(Guangzhou and other)
64% have travel plan in 1 year，81% be bachelor degree or above
Execution
Spend now

Why StyleTV? Powerful Reader of StyleTV
I live a high-quality life!
I enjoy the freedom of doing anything I love at any time.
My lover and friends always enjoy my ideas, they are willing to follow my
advice. Absolutely I am the KOL in my life.
My Option, Our Option!
Execution
Spend now - NewStyle new women

Drive qualified traffic to xxxx银⾏个⼈⽆担保贷款 landing page
Outstanding and excellence-achieved females in different fields who are
filled with dreams ,always persist in their goals and could balance job and
personal life.
To courage readers to be brave to pursue happiness, independence and self with
ignoring the limits of tradition through sharing the stories of these brilliant
women.
Present the stories after interviews and dialogues in the forms of photos, videos and
words in the designed page.
NewStyle New Women - Annual Hit Column
From Jan. 2015 to Dec. 2015; One issue a month;
Touchmedia, StarTV, ZJ Province TV, Weibo, Wechat and Meipai.
Heroines
Objective
Forms
Period & Platforms
Execution
Spend now - NewStyle new women

Tailor-made Video： Dream Works
Abstract: 3 different girls are shot during aw 2015 Fashion Week abroad, of whom one is
postgraduate with academic pursuit, one is a fashion craze and fashion buyer and the other loves
traveling. However, they all achieve their goals with the assistance of xxxx银⾏个⼈⽆担保贷款
Execution
Spend now - Dream Works

Share the happy moment with family by social platforms;
Execution
Spend now - Happy life from family
Provide tips for young women/men how to communicate with their families;
encourage young women/men arrange travel with their families;

活动页⾯
平台: 微信⼿机客户端
Execution
Elite - Upgrade your ride 升级你的座驾
财经类 and 汽车类
⽹站引流
xxxx银⾏个⼈
⽆担保贷款
Landing page

Execution
Elite - Build sweet home
厨房间是体现⼀个家庭品味的重要元素，作为Elite⼀族，升级厨房间在朋友圈嗮厨房间....

Execution
Elite - Build sweet home
为即将到来的宝宝创建⼀个sweet room
母婴类平台
游戏页⾯
通过选择主题摆设道具
创建sweet room
xxxx银⾏个⼈
⽆担保贷款
Landing page

CRM
Nurturing database to
improve the qualified leads

Generate Awareness and “like” Develop relationships until sales ready
(Email, Social, Offline)
Nurturing
Database
Awareness
Friend
Name
Engaged
Prospect
Lead
SalesLead
Opportunity Customer
eCRM- segment and manage usersSocial platform
landing page
CRM
Integrate front
SEO, SEM
Vertical websites
SNS
Video
Offline activities

effect
brand productsmessaging
framework
awareness
sales
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Campaign Rollout & Event Launch

sustaining effect
brand productsmessaging
framework
awareness
sales
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Campaign Rollout & Event Launch Platform / ServiceSocial Media Base
Promotions

China personal loan brand & product digital marketing

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