UnionPay International launches cross-border marketing initiative, global promotions

Source: UnionPay International. Ge Huayong, Chairman of China UnionPay (sixth from the right), Cai Jianbo, CEO of UnionPay International (fifth from the right) and officials from the first partners jointly attended the ceremony.

UnionPay International and its partners Bank of China, China Merchants Bank, CYTS, Ctrip, Spring Airlines, SaSa Hong Kong, Prince Jewellery & Watch, LUKFOOK JEWELLERY, and ISA, have jointly announced 优计划 (Youjihua, literally 'a beneficial strategy' and a play on the 'you' in the Chinese name for UnionPay), the world's first open cross-border marketing platform developed by a bankcard scheme. More merchants are expected to join 优计划, providing cardholders with more diverse offers and better cross-border consumer experiences.

Announced in Shanghai, China, 优计划 enhances the ecosystem for card-based retail and marketing with integrated cross-border capabilities, and helps UnionPay International target its global marketing focus on airport duty-free shops, selected travel destinations and famous business districts more precisely while improving the cardholder experience.

China UnionPay Chairman, Ge Huayong said the launch of 优计划 embodies UnionPay's core value of “win-win cooperation and sharing growth” and noted that it also meets cardholders' demand for new payment options. "We will work together to develop a cross-border payment service ecosystem based on mobile Internet, and all partners will benefit from this new business model. 优计划 is also a successful UnionPay initiative in marketing and service. We welcome more commercial banks, travel agencies and merchants to join 优计划 to jointly enhance our cross-border payment services and to realise the common development of multiple industries," he said.

优计划 is a platform developed by UnionPay International and open to cross-border service providers in finance, travel and retail that uses mobile Internet and location-based technologies to offer accurate marketing and instant discounts. Cardholders can get exclusive QR code discount coupons by exploring the 优计划 logo (pictured left) in mobile apps from UnionPay International, BOC and China Merchants Bank. Alternatively, they can choose to receive discount coupons to be used in destinations promoted by the apps from UnionPay International’s partner travel agencies when they book airlines and hotels via the apps. They will receive reminders about the discount coupons on arrival at the destination or when nearing specific merchants. Cardholders can enjoy the highest discount available at the merchant upon presenting the QR code and paying with UnionPay card.

BOC Deputy Governor, Xu Luode said, "UnionPay International’s 优计划 has shown three main characteristics. First, it brings out the advantages of UnionPay’s integrated resources, establishing an open platform. Second, it leverages the mobile-Internet developing trend. Then, it lifts the consumer experience to a new level. BOC will continue cooperating with UnionPay International to jointly enhance the cross border payment experience."

CYTS President Zhang Lijun said, “优计划 is an important achievement of cross-border payment and the four-party model. It brings together the supplier, merchant as well as well the customer, and provides services which caters to customer needs based on the leadership of UnionPay International. 优计划 will enhance the customer experience greatly, and will surely gain acceptance from the public."

UnionPay International has also launched two global marketing programmes: 100 global airport duty-free shops and 50 selected travel destinations. Cardholders can enjoy up to 10% discounts at over 100 duty-free shops in about 90 airports globally. And from July 15 to October 15, up to 15% off is offered at over 300 merchants in 50 travel destinations, covering both traditional shopping and catering merchants as well as airlines and hotel bookings, transportation, and entertainment. Participating merchants for these programmes are expected to join 优计划 in due course.