"Your Financial Services Have Been Delivered" - CITIC Bank Dalian Branch Conducts "3.15" Financial Consumer Rights Protection Education and Publicity Campaign

From: Xinhua Finance and Economics

Delivery personnel and food delivery workers traverse the streets all day, providing the “last mile” convenience for people’s dining and online shopping. Ride-hail and freight truck drivers work tirelessly around the clock, improving the efficiency of urban transportation and logistics. They weave a continuous network through their hard work, ensuring a better life for people, and they also deserve convenient and comprehensive financial services.

Around the “3.15” Consumer Rights Protection Day in 2026, the Dalian branch of CITIC Bank focused on the “Two Agencies and Two Members” groups, carrying out various specialized financial education and publicity activities. Warm and professional financial services were brought directly to the “urban runners.”

Focusing on group characteristics to add warmth to the activities

The “Two Agencies and Two Members” groups work long hours, are highly mobile, and have fragmented access to information. Engaging with this group requires syncing with their pace. Therefore, CITIC Bank Dalian Branch broke through traditional lobby models, organizing promotional teams to go deep into logistics parks and food delivery stations. Through in-depth case analysis, they directly addressed the most concerned issues like loan procedures, and emphasized practical skills to prevent internet loan scams, transforming financial knowledge dissemination from “bringing in” to “going out.”

Educating through entertainment to make knowledge resonate

At a rest stop of a moving company, staff from the Air Economic Zone branch used the “Mobile Financial Classroom” approach, explaining online scams such as debt collection, insurance claims, and others in simple, understandable language. In response to drivers’ questions about new scams like “waiving membership fees,” staff conducted immersive scenario reenactments and detailed breakdowns, helping everyone develop a keen eye for fraud.

The High-Tech Industrial Park branch conducted targeted outreach at JD.com delivery points, providing precise education to couriers. They explained topics like personal information protection and internet loan scams in detail, offering one-on-one on-site consultations for financial issues faced by delivery personnel. Through fun interactive Q&A sessions, they encouraged active participation, enhancing financial literacy and strengthening safety awareness through risk alerts.

Innovative approaches to deliver financial knowledge “with every order”

To truly integrate financial knowledge into the daily routines of the “Two Agencies and Two Members,” CITIC Bank Dalian Branch carefully designed a set of simple, colorful financial knowledge posters covering practical warnings such as “Preventing Impersonation of Regulatory Authorities” and “Beware of High-Interest, Principal-Protected Scams.” These posters were cleverly placed on delivery sorting carts, delivery boxes, and truck cargo holds. As delivery vehicles shuttle through streets and alleys, financial knowledge becomes a moving landscape—easily visible during daily tasks and embedded in their routines. With the “delivery with every order” approach, this knowledge reaches thousands of households.

A relevant person from CITIC Bank Dalian Branch stated that to deepen the practice of financial work’s political and people-oriented nature, and to better serve new business practitioners, the bank will establish “Happiness Stations” at branches within the year. These stations will provide drinking water, charging, and rest areas for the “Two Agencies and Two Members” and other groups in need. Financial knowledge leaflets will be regularly distributed within these stations, organically combining convenient services with financial education.

Looking ahead, CITIC Bank Dalian Branch will continue to uphold the concept of “finance for the people,” extend service outreach, innovate educational methods, and take concrete actions to protect the financial rights of citizens and new industry practitioners, contributing the “CITIC Power” to building a harmonious and stable financial environment.

Editor: Wang Anlun

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