With the rapid development of the financial market, the importance of consumer rights protection has become increasingly prominent. Facing a complex and ever-changing financial environment, how financial institutions can effectively safeguard consumers’ legitimate rights while innovating services has become a focal point of societal concern. Against this backdrop, China's Industrial Bank (CIB) Credit Card adheres to the political and people-oriented nature of financial work, practices the “Eight Upholds,” and explores a distinctive path of “finance for the people” through multidimensional innovation. This ensures the “flower of consumer rights protection” takes root and thrives.
Benefiting the People: Enhancing Service Quality
Boosting consumption and expanding domestic demand are key measures to promote sustained economic recovery and improvement. In recent years, various policy measures to stimulate consumption and benefit people's livelihoods have continued to gain momentum. When deploying key tasks for 2025, the Central Economic Work Conference placed expanding domestic demand as the top priority. CIB Credit Card actively responds to this call by adhering to the fundamental purpose of financial services supporting the real economy. The bank has launched a combined approach of “fee reduction + service optimization” to effectively reduce customer burdens and stimulate consumption vitality.
In the area of consumer spending, CIB Credit Card maintains a people-centered value orientation, continuously conducting consumer subsidy activities and offering tangible benefits to enhance the consumer experience and confidence. For customers who are temporarily unable to make repayments as agreed due to genuine financial difficulties, CIB Credit Card provides customized, flexible, and differentiated repayment plans and interest/fee reduction policies to alleviate customers’ financial pressure at the source.
At the same time, CIB Credit Card always prioritizes consumer rights protection, publishing fee standards through multiple channels to ensure all service charges are open and transparent. CIB actively responds to the initiative of reducing fees and sharing benefits, making card usage more reassuring for customers. Furthermore, CIB Credit Card strengthens quality control throughout the business process, establishing Party member pioneer teams and special task forces to address high-complaint areas. The bank also leverages intelligent technology applications to effectively combat illegal activities, making customers feel more secure when using their cards.
Innovating for the People: Advancing Financial Literacy
CIB Credit Card consistently views financial literacy as a top priority, integrating quality channels and resources both inside and outside the bank to conduct diverse publicity and educational activities. These efforts help consumers build strong risk prevention awareness and protect their legitimate rights and interests. During this year's “March 15” Consumer Rights Day activities, CIB took multiple approaches and innovated educational formats, achieving remarkable results. On one hand, the bank relied on online channels such as the official website, WeChat public account, Weibo, and mainstream media to widely disseminate credit card usage guidelines, anti-fraud techniques, and other content, enhancing the impact of these activities. On the other hand, the bank innovatively launched a consumer protection-themed short video titled “Together,” presenting complex financial knowledge to the public in a vivid and easy-to-understand way, making financial education more down-to-earth.
Additionally, CIB incorporated consumer protection educational content into the panda-raising game in the “Industrial Living” app. This novel and interesting interactive format transformed customers' attitude from “make me learn” to “I want to learn,” attracting up to 20,000 people to learn in a single day, demonstrating significant success in making learning enjoyable.
CIB Credit Card is solidly advancing its “Five-Sector Outreach” initiative, reaching enterprises, commercial areas, communities, schools, and rural areas to conduct face-to-face financial knowledge promotion. This creates a strong atmosphere of “learning finance, understanding finance, trusting finance, and using finance,” allowing financial knowledge to benefit more people and effectively improving the financial literacy of the entire population.
Empowering the People: Supporting Key Demographics
CIB Credit Card precisely focus on three key demographics: the elderly, the youth, and new urban residents. By building a stratified and categorized financial service system, CIB Credit Card effectively meets the financial needs of these priority groups, enhances their financial service experience, and excels in providing senior-oriented and inclusive financial services. In serving the elderly population, CIB Credit Card has leveraged the development of financial technology to introduce a series of considerate services, helping the “silver-haired customers” bridge the “digital divide.” CIB has long provided paper statements for the “silver-haired customers” who require them, aligning with their traditional account-checking habits. The bank has specially launched the “Industrial Living” Enjoyable Life Edition, featuring larger fonts and simpler transaction processes. The bank has also further optimized the smart customer service, ensuring that elderly individuals can connect with real agents anytime they need assistance, receiving timely and thoughtful service.
For new urban residents, CIB Credit Card has innovatively issued a specialized credit card that offers exclusive benefits such as calorie-to-points conversion and enhanced everyday consumer discounts, helping new urban residents integrate into local consumer life. Additionally, CIB reaches out to popular commercial districts to deliver tailored financial literacy programs addressing core needs such as housing and daily consumption, providing “one-stop” financial consultation services to help new urban residents better access local financial services.
In caring for young people, representatives from CIB Credit Card services, including Communist Party members and Youth League members, have visited universities such as Shanghai University, East China Normal University, NYU Shanghai, and East China University of Science and Technology to conduct “Financial Literacy on Campus activities. By incorporating typical risk scenarios such as campus loans and job recruitment scams into interactive educational courses, they help college students develop rational consumption habits and proper financial perspectives.
Consumer rights protection forms the foundational livelihood aspect of financial work. In the future, CIB Credit Card will continue to uphold the people-centered development philosophy, accelerate the establishment of a comprehensive consumer protection framework, and resonate with People's aspirations for a better life through warmer financial products, stronger rights protection, and more efficient public services.