The fission marketing platform was built using MADP 3.0. On the WeChat end, it introduced features such as a financial marketplace, relationship manager business cards, and personalized marketing content. The platform also incorporated embedded analytics for data tracking, real-time dashboard displays for relationship managers, and backend data analysis for operations teams—fully meeting project objectives. Post-pandemic, the solution enabled relationship managers to establish private-domain engagement models, leveraging mobile capabilities to diversify customer touchpoints and drive viral marketing. The platform was promoted through WeChat H5 pages, bringing the “Everyone is a Micro-Branch Manager” concept to life.

The platform successfully supported the bank’s marketing goals of converting traffic into retained users and turning existing assets into incremental growth. By the end of June 2021, the bank’s non-principal-protected wealth management products exceeded RMB 150 billion, up 50% year-over-year, ranking 7th among listed city commercial banks. For the first half of 2021, intermediary business income accounted for 14% of total revenue, ranking 3rd among its peers.

Digital transformation empowered precision marketing and cross-selling, enhancing customer contribution. Beyond acquisition, the bank emphasized reactivation and asset growth. Digital tools enabled branch operations reform and cross-selling strategies, significantly increasing client engagement and asset contribution.

In its broader digital transformation efforts, the bank launched smart branch construction and streamlined in-branch processes. A retail marketing middle platform was built for relationship managers, incorporating over 400 customer feature tags derived from demographics and transaction behaviors to enable highly targeted marketing and improve account management efficiency.