How Minsheng Credit Card seeded its Sam's Club card on Xiaohongshu

The launch treated the card as a tool for relaxed, value-conscious living rather than a standalone financial pitch. Under “城市山民生活图鉴” (A Field Guide to Urban Mountain-Dweller Life), creators folded its rebates into Sam's Club vlogs, buying guides, lists and unboxings, set around weekend shops, couple dates, family stock-ups, camping and commuting. “该省省该花花” (Save where you should, spend where you should) and “越花越有” (The more you spend, the more you gain) turned the mechanic into a repeatable lifestyle line, while voting tests and comment lotteries added participation. One-third of the posts were video.

The campaign addressed urban professional women and quality-conscious middle-class shoppers who enjoy Sam's Club but watch their spending. Ordinary members earn 1% back in store, capped at RMB 150 monthly; Executive members receive 2%, capped at RMB 800. Linked everyday payment channels add 0.2%, with rebates arriving automatically the next month. The activation stayed with seeding and store traffic rather than discounts or urgency.