In 2022, the number of mobile banking users in Q1 will reach 650million, and ESG personal financial product innovation will be strengthened

Commercial banks have gradually built all channels 、 Scene 、 Platform based customer acquisition mode , Reach a wider customer base , To ensure the continuous growth of the basic customer base . meanwhile , Commercial banks attach great importance to mobile banking APP business , Transform basic users into financial management 、 Loan user , And upgrade the user level , Continue to tap user value , Enhance user value contribution and loyalty , Enabling retail banks have made great progress .

One 、 Mobile banking quarterly active user analysis ： The total scale of the industry 6.51 Million households Focus on improving user value

The number of active users in the mobile banking industry has shown a steady upward trend ,2022 In the first 1 quarter , The number of active users in the mobile banking service application industry is 6.51 Million households , rose 0.58%. On the one hand, banks continue the idea of opening up banks , Improve users' business ability based on open platform ; On the other hand, focus on enhancing the user experience , promote MAU towards AUM conversion , Enhance user value .

From the concrete APP From the scale of active users ,2022 In the first 1 quarter , ICBC APP、 the Agricultural Bank of China APP、 China Construction Bank APP The number of active users continues to rank in the top three , Respectively 17907.1 Thousands of families 、15814.1 Thousands of families 、14709.0 Thousands of families ; China Merchants Bank APP The number of active users is 9005.6 Thousands of families .

According to Analysys , Mobile Banking APP As the main position of retail banking service and operation , It is the most important platform for banks , The scale of active users keeps growing steadily . meanwhile , Mobile Banking APP More closely linked with the bank's strategy and business . For example, ICBC mobile banking revolves around “ The first personal financial bank ” strategic , The version is designed for five people and five sides , Improve the service capacity of the full number of users and key customer groups , At the same time, it emphasizes value creation and service ecological optimization , Create a whole journey companion 、 A personalized service system for thousands of people and faces . China Merchants Bank APP around “ Great wealth management value cycle chain ” strategic , Online wealth open platform , And build “ Chaochaobao ” product , Promote young customers 、 Transformation from credit card customers to financial customers . Ping An pocket bank surrounds “ The five one ” Development strategy of , Introduce... From the cooperation scenario 、 Intelligent recommendation of common services and creation of intelligent first-class channels 、 We will promote openness in the areas of loan and credit integration 、 Intelligent 、 Comprehensive management .

Two 、 Mobile banking user stickiness analysis ： After experiencing user growth Still facing the dilemma of low user stickiness

Mobile Banking APP Strive for online traffic to achieve user growth , It also needs to continuously improve user loyalty and user stickiness . From per capita Movement times Count it , ICBC APP、 China Construction Bank APP、 China Merchants Bank APP The number of starts per active user is relatively high , Better user stickiness , Thanks to APP Good user experience 、 Rich scene Ecology 、 Continuous marketing activities and other promotion factors .

At present , Mobile Banking APP The user stickiness index is generally low , This shows that mobile banking APP After experiencing user growth , Facing the pressure of increasing user stickiness . The reasons for this are ：

• Users are interested in mobile banking APP It is more oriented towards financial instruments , The low-frequency attribute of financial services is difficult to improve users' use frequency ; At the same time, users tend to exit directly after handling the business , I haven't adopted the habit of using it for a long time .
• Mobile Banking APP Although in recent years, it has expanded a wealth of life scenes 、 Government affairs are convenient for the people , However, the user utilization rate is generally not high , There is no obvious effect of high frequency driving low frequency .

Corresponding , Bank APP Build brand image 、 Content community 、 Experience Optimization and other aspects have taken a number of measures to improve user stickiness .

• Based on the attributes of financial instruments , Establish the image of wealth management and life service platform , While promoting the use of financial services , Cultivate users' habits of using high-frequency life services , So as to improve the frequency of users .
• Build a content community , Informative articles 、 Live video content , Mobile Banking APP It is hoped that the user's usage time can be improved through content operation .
• Mobile Banking APP Continuously improve the user experience from all aspects , Including improving the convenience of operation 、 Rich login methods , Optimize account services 、 Investment and financial services 、 Fund functions 、 Transfer function 、 Credit card services, etc .

According to Analysys , At present , Mobile Banking APP Business strategy focuses on financial transformation and AUM promote , Improve user value , User stickiness is a key point to enhance user value , The high activity and high stickiness of users are the basis for the transformation and Realization of bank financial services . therefore , Mobile banks APP We will pay more attention to the principle of giving priority to user experience to optimize and improve business management , Including the transformation of the whole journey service process 、 Strengthen user experience assessment 、 Strengthen experience management, etc .

3、 ... and 、 Mobile banking innovation trends ： Deeply cultivate wealth management services To strengthen ESG Personal financial product innovation

2022 In the first 1 quarter , The functional innovation of mobile banking mainly focuses on the deep cultivation of wealth management services ; At the same time, explore personal carbon accounts , To strengthen ESG Personal financial product innovation .

First, accompanying wealth management services , For example, China Construction Bank mobile banking has added a new fortune number , The settled fund company can provide users with pre investment services 、 Hit 、 Full journey service after investment . Before , China Merchants Bank 、 Ping An Bank 、 Bank of Communications 、 Bank of Ningbo Mobile banking has also launched the wealth open platform , The cooperative settlement institutions are mainly fund companies . The wealth open platform mainly opens part of the operation authority to various institutions , Give full play to the specialization of all ecological parties 、 Personalized service capability . To promote the wealth management model of commercial banks from “ On a commission basis ” Turn to platform , Users get the whole journey professional accompanying service experience 、 Personalized service , Commercial banks acquire specialized ecological capabilities for asset management and user operation of all ecological parties , The ecological party obtains the flow of commercial banks 、 Operational empowerment .

Mobile Banking “ Wealth open platform ” Pattern

ICBC mobile banking 7.0 It has also realized the upgrading from simple wealth management to wealth accompanying , Set up a set of penetration “ Before casting 、 Hit 、 After casting ” The wealth accompanying service system . Before casting , Provide investment, teaching and consulting services for customers , It can also check the health status of the customer's asset allocation with one click ; Hit , On the basis of perfect product analysis and risk confirmation , Provide friendly product transaction interaction experience and transaction guidance , Help customers quickly complete product purchase transactions ; After casting , Provide customers with capital bill and capital undertaking Services , Monthly bills can summarize customer assets on a monthly basis 、 liabilities 、 income 、 spending 、 Changes in equity, etc , Capital undertaking can provide customers with timely and accurate information reminder and convenient undertaking operation , Ensure that the customer's capital investment is not vacant , And provide suggestions on asset allocation optimization .

Second, some banks have launched personal carbon accounts , Banks will increase ESG Innovation of relevant personal financial products . At present , Some banks have launched personal carbon accounts . Automatically collect personal low-carbon behavior data in different scenarios , Low carbon behavior includes low carbon travel 、 Online business processing, etc , And accumulate individual carbon emission reductions through scientific measurement methods , Give preferential payment 、 integral 、 Green travel coupons 、 Rights and interests such as tree planting and public welfare , Encourage users to practice the concept of green and low carbon life .

ESG Innovation direction of personal financial products and services

According to Analysys ,ESG And the economy 、 The sustainable development of finance is closely related , commercial bank ESG Performance has gradually become an important factor in evaluating the sustainable competitiveness of banks . Specific to the ESG Related personal financial services , At present, some explorations have been made , It is expected that banks will increase in the future ESG Product innovation , Mobile banking is still the main service channel . At the environmental level, banks can support individuals to use energy conservation 、 Environmental products ; In terms of social responsibility, banks should abide by anti money laundering rules , Control the scale of luxury consumer loans ; At the governance level, banks need to support the general balance of personal finance , Guard against excessive lending .

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