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2015年,中国工商银行正式发布了互联网金融品牌e-ICBC,在互联网金融的浪潮中积极探索、跨界经营,“融e购”电商平台在此背景下应运而生,成为工商银行互联网金融发展战略中最为重要的平台,并在不到两年的时间内发展成为国内第二大电商平台。黑龙江分行在互联网金融经营过程中,围绕融e购“三名”的定位和龙江商品特色,着力将融e购打造成为“优质商品”和“品质生活”的连接平台,并以龙江大米为突破口,运用工行线上线下一体化优势,实施造节日、搭场景营销,成功打造销量过亿、订单过十万的“米香中国”节日品牌,在融e购经营模式探索
In 2015, Industrial and Commercial Bank of China formally released e-ICBC, an internet finance brand, actively explored and operated cross-border business in the wave of Internet finance. As a result, e-commerce platforms like “e-commerce and e-commerce” came into being as ICBC Internet finance development strategy of the most important platform, and in less than two years developed into the country’s second largest e-commerce platform. Heilongjiang Branch focused on the positioning of Rong e purchase “Three ” and the product features of Longjiang in the process of internet financial management, and focused on the integration of Rong e purchase into the connecting platform of “quality goods” and “quality life” , And take Longjiang rice as the breakthrough point, using ICBC’s advantages of online and offline integration, implementing the festival and taking the scene marketing, successfully built a holiday brand of “MIXIANG” with a sales volume exceeding 100 million and an order of over 100,000, Business model exploration