Best Collaborative Campaign

Leading retailer China Duty Free Group (CDFG) and payment services provider China UnionPay joined forces to launch a 10-million-point bonus campaign targeting travelling consumers in Hainan.

Through this strategic promotion, which ran from 8 January to 31 July, China UnionPay bolstered its transaction business in travel retail. CDFG leveraged UnionPay’s additional points subsidy to enhance consumers’ second-purchase conversion ability, in turn boosting sales.

China UnionPay purchased CDFG membership points, offering 0.5 times points reward to shoppers using the UnionPay mobile application for payment at any of CDFG’s six Hainan stores. This unconventional cashback approach promoted secondary consumption by returning points.

In the first phase, China UnionPay invested 10 million China Free Points. Consumers using their CDFG membership received an additional 0.5 times CDFG points while using UnionPay for payments.

CDFG integrated its membership system with the YunFlashPay mobile application through technical docking. This allowed users to earn CDFG membership points as an additional bonus when making payments using YunFlashPay. The offer overturned the traditional cooperation model in the payment field, changing from cashback to CDFG membership points.

This project marked the first time CDFG opened the cooperation of members’ integral rights and interests to the public, highlighting the concept of ‘joint membership plus integral rights and interests’.

It further opened the payment link marketing chain and stimulated the conversion rate of members’ purchases in stores. Following this collaboration, CDFG and UnionPay have pledged to maintain strategic linkage and integrate resources for joint success.