Women's Day exclusive deposits, wealth management, and consumer loans all launched

As International Women’s Day approaches, the “She Economy” has once again become a key focus in the consumer and financial markets. On March 8, Beijing Business Daily reporters found that many banks are keenly capturing the financial needs of female customers, launching exclusive products and services for the holiday. These cover three main areas: savings deposits, wealth management products, and consumer credit. By offering interest rate discounts and overlapping benefits, they are engaging in a fierce competition for female clients. In the future, as women’s financial needs become more diverse and personalized, continuously optimizing products and services and building dedicated financial ecosystems will be crucial for banks to seize the “She Economy” track.

Multiple Initiatives

Against the backdrop of the rising “She Economy,” women’s consumption and wealth management awareness are steadily increasing. From traditional beauty and fashion consumption to wealth management and health protection, “self-pleasure” spending and prudent financial planning are becoming core needs. In response, Beijing Business Daily reporters found that during Women’s Day, many banks launched a variety of women-specific financial products, mainly focusing on savings deposits and wealth management.

Regarding product types, several banks introduced women-exclusive savings products mainly based on fixed-term deposits, with flexible terms such as 1-year and 2-year options. For example, Beijing Rural Commercial Bank launched the “Goddess Festival Selected RMB Savings Deposits,” including two fixed-term deposits, both with a minimum deposit of 50,000 yuan. The 1-year product offers an annual interest rate of 1.5%, and the 2-year product offers 1.6%.

Lishui Rural Commercial Bank also issued two Women’s Day exclusive deposit products: one with a 3-year term requiring a minimum of 500,000 yuan and an interest rate of 1.85%; another with a 1-year term requiring at least 200,000 yuan and an interest rate of 1.48%. These products were available from March 5 to 10. Compared to most regular fixed-term deposits on the market, these exclusive deposit products offer slightly higher interest rates.

In addition to savings deposits, bank wealth management products—considered moderate risk and steady returns—are also a focus. Beijing Business Daily found that many banks launched women-specific wealth management products mainly with low risk levels, focusing on fixed income or enhanced fixed income products, often paired with consumer incentives. For example, Jiangsu Sheyang Rural Commercial Bank offered two tiers of investment incentives: purchasing a wealth management product with a term of over one year and an amount of at least 10,000 yuan could earn a 38 yuan Alipay cashback; purchasing over 3,800 yuan could earn a 10 yuan cashback. Both activities had 500 spots available.

Wu Zewei, a special researcher at Su Commercial Bank, pointed out that the launch of women-specific financial products during Women’s Day reflects the recent rise of the “She Economy” in the financial sector and is an important move for banks to deepen customer segmentation in retail banking. From the deposit side, offering phased interest rate increases attracts women to allocate long-term funds, helping optimize liability structures. On the wealth management side, products with slightly higher performance benchmarks are tailored to women’s generally conservative risk preferences, enhancing their appeal.

How to Capitalize

Beyond wealth management, banks are also targeting women’s “self-pleasure” consumption upgrade with tailored credit products to meet the needs of both new and existing female customers, further reducing their financing costs.

For example, Laifeng Rural Commercial Bank launched a “Goddess Festival” special loan promotion from March 6 to 9. During the event, female customers who borrowed up to 300,000 yuan and used the credit for at least three months could enjoy a 30-day interest waiver.

It’s also noteworthy that credit product incentives consider customer segmentation. Inner Mongolia Bank optimized the “Zhenxiangdai” product interest rates for female customers. From March 7 to 9, women receiving their first credit line (excluding reapplications after previous cancellations) could enjoy a permanent 3.8% credit rate. If corporate, whitelist, or specific customer groups qualify for a lower rate, they will receive the lower rate.

Wu Zewei emphasized that the interest rate discounts on consumer loans aim to activate women’s consumption during the holiday. The advantages of women-specific products over regular ones mainly lie in interest discounts and overlapping benefits. Slightly higher deposit interest rates, marginally improved performance benchmarks for wealth management products, and added benefits like cashback on consumer loans make these offerings more cost-effective overall. This phenomenon reflects banks’ shift from broad-scale expansion to refined customer management amid narrowing interest spreads, using scenario-based and emotional marketing to enhance customer loyalty and overall value.

As the “She Economy” continues to deepen, women’s financial needs will become more diverse and personalized. Wu Zewei suggests that banks should further meet these varied needs by designing products that precisely match women’s financial planning stages—such as marriage, childbirth, education, and retirement. Service experiences should emphasize a sense of exclusivity and humanized care, providing seamless online and offline channels. Additionally, integrating cross-sector resources like healthcare, education, and beauty can help build a dedicated financial service ecosystem for women, truly shifting from “selling products” to “understanding customers.”

Beijing Business Daily Reporter: Song Yitong

(Edited by: Qian Xiaorui)

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