What is Sales and Marketing Strategy of Shanghai Commercial & Savings Bank Company?

Branches and certified RMs remain core for high-value deposits, SME loans and trade instruments; branches still originate an estimated 60–70% of loan volume and the majority of trade by value in Taiwan.

Revamped 2019–2021 features (biometric login, eKYC, instant savings, card controls, robo-portfolios) lifted digital active penetration to levels mirroring peers; by 2024 digital activity exceeded 75% of retail bases, cutting acquisition cost per account by ~30–40%.

Portals support online LC issuance, supply-chain finance onboarding and FX hedging; digital FX share crossed 50% across Taiwanese banks by 2024 and SCSB’s portal enables straight-through processing that cuts standard turnaround from days to hours.

Mobile portfolio views and appointment booking feed in-branch advisors who close structured notes, funds and insurance; industry fee income per affluent client rose mid- to high-single digits annually 2022–2024, leveraged via RM-led planning and model portfolio campaigns.

Dependable partner for growth: secure, compliant, internationally connected, and approachable advisory for SMEs, corporates and mass-affluent clients.

Trust and heritage cues in logos and branch design; clean, contemporary UI on digital surfaces; practical, expert, bilingual messaging for cross-border users.

Focused on trade-finance expertise, conservative risk management, hybrid wealth advice for mass-affluent, and reliable digital execution across channels.

Uniform experience across app, branches, relationship managers and partners to meet Taiwan benchmarks where over 90% of retail customers use mobile banking and contactless exceeds 80% of card transactions.

Objective: grow SME trade-finance and FX wallet share via a 'From PO to Payment' integrated solution; fee waivers for first LC and discounted FX spreads. Channels included LinkedIn, financial press, SME associations, email/LINE CRM and RM webinars. Results: double-digit lift in new SME trade clients and higher digital LC issuance; lesson: content-led education plus RM follow-up shortens sales cycles.

Objective: boost wealth AUM and fee income via model portfolios and thematic funds (AI, dividend income) with in-app portfolio views and seminar invites. Channels: app inbox, email, YouTube explainers, branch seminars and OOH near business hubs. Results: mid-teens YoY increase in wealth fee income and high seminar-to-advisory conversion; lesson: hybrid engagements outperform pure digital for complex products.

Objective: increase card spend and activation through partner retail cashback tiers and travel perks with gamified spend milestones in-app. Channels: paid social, in-app banners, partner media and payment network co-promo. Results: activation rate uplift and Q/Q spend growth during promo windows; lesson: clear value exchange plus app nudges sustain engagement post-campaign.

Objective: scale retail deposits and mobile adoption after app revamp using eKYC with instant account, fee waivers and lucky-draw incentives; tutorial content for first 30-day actions. Channels: search, display, app stores and influencers. Results: material increase in digital active users and lower CAC versus branch; lesson: onboarding UX and education are critical to retention.

Objective: maintain trust through volatility via transparent updates on branch hours, digital alternatives and fraud alerts; channels: site notices, app push and media. Results: high message open rates and stable customer satisfaction; lesson: proactive, multi-channel clarity preserves brand equity during uncertainty.

Campaign KPIs showed mid-teens to double-digit improvements across AUM growth, trade-client acquisition and card activation; dominant acquisition channels combined digital CRM, RM outreach and targeted offline events. See further analysis in Revenue Streams & Business Model of Shanghai Commercial & Savings Bank.