It Is The Underlying Logic To Discover That The Number Of Wonderful App Users Exceeds 50 Million

Text / APP project team of GF Credit Card Center

Deputy general manager Zhu Xiaofan

In recent years, the credit payment business of Internet financial giants has risen. E-commerce products such as "Huabei", "Baitiao" and "arbitrary payment" have entered the staging group with extremely high penetration rate, and new products such as "wechat distribution" are constantly emerging. These giants, who hold the two dominant resources of scene and flow, make a collective effort to compete with bank credit card in terms of customer group and scene.

Under the background of increasingly saturated market and high cost of customer acquisition, user operation will become the key to success. Considering the role of credit card app in enhancing user stickiness and improving the utilization rate of credit card, Guangfa bank began to take "discover wonderful app" as the main business battlefield. By November 2020, we have found that the number of registered users of wonderful app has exceeded 50 million, and the monthly life is nearly 19 million. Behind this, ecological scene construction and digitization are the underlying logic.

The road of "breaking the circle" breaks the boundary of banking service

Driven by scientific and technological intelligence, the current consumption mode is changing rapidly in the direction of "extreme speed and extreme". Users hope to get rich products and services in one platform and complete multiple consumption behaviors. According to the Research Report on consumption behavior of new white-collar workers in China (hereinafter referred to as "new white collar report") jointly released by wonderful app and iResearch, 72.9% of new white-collar workers prefer to use integrated apps.

In other words, the closed financial service chain in the past has been unable to meet the current consumption pattern and life rhythm.

In this context, credit card app has gradually explored a personalized "breaking circle" road - from financial instruments, payment tools, to the battle of scenes, and then to the ecological era. It is found that after four iterations, wonderful app5.0 has gradually developed into a comprehensive app with financial business as the core and comprehensive life consumption such as meal ticket, automobile, tourism, shopping mall, value-added life and medical health. Among them, travel, meal tickets and shopping mall are the key ecological areas to be built this year.

According to the qusetmobile panoramic ecological flow database in October this year, the net increase of mobile travel services is 270 million, ranking first in the industry. Among them, self driving and online car Hailing have become increasingly important consumption scenarios for citizens to travel safely. At present, many travel platform services and automobile brands such as Ctrip, huitu, Longteng, auto home, tuhu, GAC Weilai, Chery, Hongqi and other travel platform services have been gathered in the discovery of wonderful app. In the near future, the aggregation taxi function will also be launched. Users can call multiple online car Hailing with one button, and can easily complete one-stop travel services such as car purchase, maintenance, insurance, car appointment and so on.

During the epidemic period, people have higher requirements on food safety and dining environment. When choosing restaurants among new white-collar workers, they will give priority to the high-quality catering brands they have heard of before. In order to meet the high-quality and diversified catering needs of users, this year, we found that the number of local catering big brand merchants of wonderful app increased by more than 40000, covering more than 1000 business circles in China, which was two times and five times higher than that in 2017, and launched the "big brand Friday 50% discount" meal ticket promotion campaign throughout the year, so as to provide customers with the best quality dining out service.

One end is comprehensive and the other is subdivided into consumption scenarios

When consumption presents the trend of "three modernizations", that is, refinement, personalization and layering, the products or services positioned at a single consumer category will be eliminated by the market, and the ability to granulate each specific consumption demand and match the corresponding consumption scenarios have become the key points for the success of credit card app. This year, we found that wonderful app has cut out more detailed scenes from the two dimensions of "consumer circle" and "new consumption mode".

Aiming at the five emerging consumption circles - New white-collar workers, generation Z, silver haired people, young people in small towns and mothers and infants, it is found that more than 8000 brands have been introduced into Guangfa mall. Among them, focusing on the Z generation, focusing on the development of domestic and online Red brands; focusing on expanding the medical and health scene for the silver hair group; and building high-end life value-added services for the new white-collar workers.

Under the influence of the epidemic situation, the consumption pattern accelerated online. Cloud tourism and cloud house buying have become a trend. Shopping in "culture" has gradually replaced "shopping shopping" as a new consumption mode. According to the new white-collar report, 28.6% of the users who watch the content will complete the purchase based on the grass or video of each platform.

In order to meet the users' demand for "weeding", we found that the wonderful app has introduced more than 600 cooperation information numbers, greatly enriched the content scene, and added a commodity window to the information, and recommended the goods on sale according to the content. At the same time, users can pay attention to interesting and in-depth bloggers according to their interests and hobbies, so as to understand hot and current events at the first time. At present, it is found that the number of content reading users of wonderful app has exceeded 2.5 million, and the penetration rate is as high as 18%.

Emotional experience consumption era, intelligent to create new interactive experience

It is worth mentioning that the current consumption demand also shows a trend of leaping from "quality demand" to "emotional demand". Nearly half of new white-collar workers consume impulsively. For them, the wonderful experience in shopping is the key to order. Therefore, each credit card app constantly upgrades its intelligent service, starting from the three service modes of "voice navigation", "intelligent recommendation" and "intelligent customer service", to manage the emotional experience of users, so as to make the whole consumption journey pleasant and pleasant. In addition, discovery app has added a "global intelligent search" function this year, which can match the precise search demand in real time by inputting keywords, so as to achieve a balanced experience of rich services and convenient use, especially in the face of a wide range of preferential activities. For example, in the special area of meal tickets, users can not only search restaurants within 500 meters, but also screen out preferential activities with different time periods and different participation conditions, such as "half price on Friday", "wonderful every day", "integral purchase" and "free collection". The experience is very convenient.

It is found that the wonderful app is the first time to introduce the game "sheep's house" into the credit card app of domestic banks. It guides users to experience the service and rights of credit card with interesting and emotional interaction. After claiming the lamb, users can feed the lamb, shear the sheep, and visit the lamb amusement park. As of November 2020, the total number of users participating in the game experience project is as high as 12 million, the use time has increased by 100%, and the user satisfaction has reached 84%. At the same time, the project also won the fourth GXA good experience Award in 2020 sponsored by uxpa China.

Since it was launched in 2016, it has been found that the wonderful app has evolved from a single financial tool of audit and repayment in version 1.0 to a comprehensive life consumption service platform, with functions of buying meal tickets, watching movies, traveling, playing games and so on. In the future, discovery app will continue to upgrade in the direction of life rights, content ecology, intelligent experience and one-stop financial services. Through the point-to-face integrated scenario solution, it will bring users more personalized financial services with a sense of value.

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