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During the Spring Festival just passed, major banks have launched various New Year activities in succession to revive the consumer economy after the epidemic and seize the first opportunity of digital collections in retail business. In addition to red envelopes and gift boxes, there is another bright color this year among the numerous New Year gifts and activities of various banks.

China Merchants Bank held the "National Finance Festival", which released the Year of the Rabbit to restrict the surrounding areas of the Spring Festival, such as the Spring Festival gift box, wallpaper, WeChat red envelope cover, and so on. ICBC has carried out a series of Spring Festival activities to bring benefits to customers. What's more, we launched the digital collection activity in cooperation with CCTV National Treasure Conference. The Spring Festival activity of "Jade Rabbit Welcomes the New Year" of ICBC is the release of limited digital collection "Rabbit Tuan Tuan" and hidden digital collection "Rabbit Yuan Yuan" through the activity, which is the linkage between technology and tradition. In addition to the simple digital collection, the digital collection "rabbit round" will also be hidden in the red logo of the Industrial and Commercial Bank of China next to each customer. Customers can feel the experience and happiness of treasure exploration through the "AR function" of ICBC. It has a cutting-edge sense of technology and contains a strong New Year's blessing. While increasing customer stickiness, it not only contains the charm of traditional culture, but also shows the new trend of NFT digital collections.

Although ICBC is a small step in the process of digital transformation, it is a big step for traditional industries to explore the interaction between emerging technologies and traditional culture. With the support of digital collections, creative traditional activities have also given new vitality to the development of digital economy. It has opened a new chapter in the transformation and digitalization of traditional industries.

Both the strategic style and the more concrete Spring Festival activities are telling all customers that the current banks can not only provide a series of financial services, such as deposit, loan and financial management, but also provide customers with a lot of fun, which is constantly refreshing customers' traditional understanding of banks.

In addition to providing financial services and integrating resources for customers, banks are also constantly strengthening customer experience management, improving the interaction process system with customers, and improving the experience and stickiness of customers' online mobile banking and offline banking. At the beginning of this year, "GhatGPT", which was popular, will also be another direction for banks to increase customer experience in addition to digital collections.

On the way of retail digital transformation, major banks have constantly joined the common ground of scientific research investment and talent training; There is also a slight difference between the bank's own strategy and reality. They all record the efforts of domestic traditional industries in digital transformation and the participation of digital collections. They are the competition of domestic digital life aesthetics and a beautiful financial landscape.