Recently, many organizations of media such as CCTV, New Marketing , Sina.com and so on jointly held the China Marketing Leaders Annual Conference and 2005 Award Ceremony for Chinese Marketing Benchmarking Enterprise. As the only financial institution that won the prize, the Industrial Bank earned the "Best Brand Award" for its family financing series card -- "Wealth Management Card", marking the breakthrough development of its brand construction on retail service.
In recent years, Chinese government is accelerating the opening-up speed in financial sector and the competitions between financial institutions are getting more and more intense. In order to survive the tough situation, to take the lead in breaking through the low-level and homogeneous competition situation, to occupy the competitive edge of market, and to set up sound, sustainable business developing mode and earning mode, the Industrial Bank is now endeavoring to enhance the product innovation, to improve the financial service and product image, and to promote the transition of business developing mode and earning mode.
The awarded "Wealth Management Card" is another new move that upgrades brand construction and service after corporate banking product "Wise Fortune" in 2004. The Industrial Bank initiated the idea of "Family Wealth Management" and fostered the Wealth Management Card to be the multifunctional and integrated platform that supplies all-round financing service for mainstream families. The card owns five featured functions. First of all is its positioning that targets different groups and levels. The card is designed to service different groups including man, women and the youth and different levels of customers that categorized to hold black gold card, platinum card, gold card and silver card. Through the positioning, the card created 12 types of individualized and all-round services for customers. Secondly is the value-added service. The card can benefit all family members through one family card holder. Thirdly is the function that supports comprehensive credit line, smart financing, and multiple channels. Fourthly is the value-created function supported by cash management and wealth planning scheme. Fifthly is the service that supplies reward scores and prizes. Customers can accumulate reward scores, which can be exchanged for prizes, and enjoy seasonal prize draws with attractive free gifts.
Furthermore, the Industrial Bank also launched its "Retail A+3 Service Plan" to corporate differentiated service for Wealth Management Card holders. The plan ensures the top customers with series of value-added service including personal customer service manager for wealth management, access to the VIP waiting rooms in airport, golf entertainment, additional free value-high business insurance, international traveling SOS aid and national road-side service. Up to the present, the bank has opened VIP waiting rooms in 13 airports that cover 12 economic center cities, has issued business insurance and supplied international traveling SOS aid for thousands of customers. The large-scale event of Golf Year with Free Green Fees in 12 cities and the first "Wealth Management" VIP Golf Invitational organized by Industrial Bank have been very successful across card holders.
By both upgrading service and enriching brand connotation, the Industrial Bank will continue its endeavor to construct product band and to foster the brand image of Wealth Management Card. There is no doubt that this type of brand will be the fashion brand that leads the wealth management trend.