China Everbright launches e-commerce platform

China Everbright Bank Co Ltd will launch an e-commerce platform in October as part of the efforts to use the Internet as a new channel for business growth.

The upcoming e-commerce platform will integrate the bank's previous attempts in this field since 2013.

Xu Changzhi, deputy general manager of the e-banking department of the mid-sized lender in China, said on Thursday,"We'll use e-commerce as a way to attract more clients to our bank products and then provide them with financial services, such as online installment loans, rather than trying to make profits from merchandise sales."

The bank has embarked on a new journey to develop Internet finance. It will take in clients directly from the Internet, explore their value in part by analyzing their behaviors on e-banking channels, and improve client retention, said Yang Bingbing, general manager of the lender's e-banking department.

On August 18, China Everbright Bank launched direct banking services, which refer to the offering of financial products and services mainly via the Internet, telephones and automated teller machines.

Through direct banking, the bank will thread multiple businesses together, including wealth management, financing and e-commerce, and provide comprehensive services to a wide range of customers, regardless of whether they have an account at CEB.

The bank also established an open platform for online bill payment by cooperating with major third-party online payment service providers, such as Alipay and Wechat payment. About 160 million customers in 270 cities are expected to make bill payments via the platform this year, Xu said.