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. Moving forward, 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” opportunity.

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, women are gradually expanding into wealth management and health protection, with “self-indulgence” spending and prudent financial planning becoming core needs. In response, on March 8, Beijing Business Daily reporters observed 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, primarily fixed-term deposits with flexible durations, including common terms like 1-year and 2-year options. For example, Beijing Rural Commercial Bank launched the “Goddess Festival Selected RMB Savings Deposits,” offering two fixed-term deposit options, both with a minimum deposit of 50,000 yuan. The 1-year term has an annual interest rate of 1.5%, and the 2-year term offers 1.6%.

Lishui Rural Commercial Bank also issued two women’s day special deposit products: one with a 3-year term requiring a minimum of 500,000 yuan and an interest rate of 1.85%, and 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.

Beyond core savings deposits, banks are also focusing on wealth management products, which are moderate risk and offer steady returns. 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 bundled with consumer incentives. For example, Jiangsu Sheyang Rural Commercial Bank offers two tiers of investment incentives: purchasing a wealth management product with a one-year or longer term of at least 10,000 yuan grants a 38 yuan Alipay cashback, with 500 spots available; buying a product of at least 3,800 yuan for one year or more grants a 10 yuan cashback, also with 500 spots.

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 moderate risk levels tailored to women’s conservative risk preferences, along with slightly improved performance benchmarks, enhance attractiveness.

How to Capitalize

In addition to wealth management, banks are also targeting the upgrading of women’s “self-indulgent” consumption through tailored credit products, covering both new and existing customers, to further reduce women’s 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 borrow up to 300,000 yuan and have used credit for at least three months can enjoy a 30-day interest waiver.

It’s also noteworthy that credit product discounts consider customer segmentation. Inner Mongolia Bank optimized the interest rate for women customers on the “Zhenxiangdai” product. From March 7 to 9, women receiving their first credit line for “Zhenxiangdai” (excluding reapplications) can enjoy a permanent rate of 3.8%. If group, whitelist, or specific customer groups qualify for a lower rate, the lower rate applies.

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 rates, marginally improved performance benchmarks for wealth management products, and added benefits like cashback on consumption make these offerings more cost-effective overall. This phenomenon reflects how banks, amid narrowing interest spreads, are shifting from broad scale expansion to refined customer management, using scenario-based and emotional marketing to boost 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 needs by designing products that precisely match women’s financial planning stages—such as marriage, childbirth, children’s education, and retirement. Service experiences should emphasize a sense of exclusivity and humanized care, integrating online and offline channels for seamless service. Additionally, banks can leverage cross-industry resources in healthcare, education, and beauty to build a dedicated financial 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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