Banking industry physical network transformation and transformation transformation pioneers to promote optimal layout

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The Shandong Branch of the Postal Savings Bank read the "Breakout"

In the Internet era, how should banks with many physical outlets respond? Is it continuing to expand or optimize shrinkage? At a time when the banking industry's profit growth is gradually experiencing bottlenecks and the banking business is in urgent need of transformation, this has become a new topic for the large-scale commercial banks with many outlets to break through in the new situation. As a result, the “advancement of outlet layout optimization” began to rise in the frequency of annual bank reports.

“Internet finance will not completely replace physical outlets, but it does business under the fast shunt line.” At the end of September, Xu Xueming, deputy governor and secretary of the board of directors of the Postal Savings Bank, said in an interview with the media after the listing of the Postal Savings Bank in Hong Kong. Here, "we are accelerating the transformation of outlets."

As the leader of the transformation and upgrading of the love base, net worth, and information, the Shandong Branch of the Postal Savings Bank focuses on the overall network layout. On the road of “planning and transformation,” it has developed a “deep-farming network operation efficiency and improved customer service capabilities; Extending the breadth of inclusive financial services, deepening the characteristics of rural payment environment construction, bravely set off the banner of “breaking out” from the banking industry's predicament, and rang its own “breakthrough”.

Relocation network to develop

Transformed into "Top Ten Branches"

On October 10th, the Economic Reporter visited the “Sample Sub-branch” of the Shandong Branch of the Postal Savings Bank to promote the optimization of outlets – Jinan Postal Savings Bank Erqi South Road Branch to explore the transformation process of successfully expanding the full-featured business outlets due to the migration of outlets. .

Jinan Postal Savings Bank Erqi South Road Branch is located at No. 14 Erqi South Road, Shizhong District, Jinan City. In today's many secondary sub-branches of the Jinan Branch of the Postal Savings Bank, the savings balance, credit balance and corporate deposits are among the top two branches of the Erqi South Road. Its predecessor is a single-function business outlet near Jinan Railway Station.

"At that time, the outlets were near the Jinan Railway Station. The customer base was mainly mobile population. The main business needs were personal deposits, transfers, and other gold businesses." Liu Zhen, the president of the Erqi South Road Branch, told the Economic Reporter in an interview. Based on multiple considerations such as the difficulty of comprehensive expansion of the business, in 2010, according to the optimization of the outlets of the Shandong Branch of the Postal Savings Bank, the overall deployment of the single-function business outlets with only 52 million savings balances at the time was officially relocated and became the current two. Qi Nan Road Branch.

From the single-function individual gold business to the credit business and the full-featured network of corporate business, the Erqi South Road Branch has also shouldered the heavy responsibility of exploring the transformation and upgrading of outlets while expanding its business.

The Economic Herald reporter noticed that unlike the predecessor's mobile station network, which is dominated by the floating population, the location of the branch of the Erqi South Road branch is quite particular. It is located in the traditional large-scale community - the hinterland of Erqi New Village. It is surrounded by thousands of homes, Tonglian Garden, Longli Tianrun Garden, Mountain View Pearl, Century Garden and other new communities, and is close to Qilishan, Chenzhuang and other communities. These large communities provide a large and stable customer base for the Erqi South Road branch.

“The balance of 52 million savings from the relocation to the current 150 million yuan, an increase of 100 million.” Liu Zhen told the Economic Reporter that the decision of the head office to optimize the layout of physical outlets, the transformation of the branch of the Erqi South Road Branch And business development has the effect of "returning to life". It is understood that on this basis, the sub-branch has expanded its innovative model of comprehensive business of credit business and corporate business based on the gold business.

“Since 2011, my branch has opened up the credit business. From the initial one-time “second-hand housing mortgage”, it has accumulated a lot of consumer credit business such as decoration and car purchase, and then successfully developed and domestically in 2012. The first-hand real estate enterprise's 'first-hand real estate cooperation'." According to the relevant staff of the Erqi South Road Sub-branch, the development loan and corporate deposits in the follow-up cooperation project with the real estate enterprises further enriched the sub-branch business and effectively increased the business increment. .

"At present, the credit balance of my branch has reached 1.2 billion yuan, and the company's deposit business has also increased substantially." Liu Zhen said.

In the investigation visit, the Economic Herald reporter learned that on the road of exploring the transformation of the network, the Erqi South Road branch has been refined from the previous 20 people to 16 people with an average age of only 31. The job responsibilities are optimized and transformed. account Manager". This little bit of business accumulation and the young and daring and courageous team have made one successful and successful “cross-marketing case” of the Erqi South Road Branch of the Postal Savings Bank, and also formed its unique “comprehensive marketing plan”. "template. The branch won the title of “Top Ten Branches” in the annual evaluation of the Jinan Branch of the Postal Savings Bank in 2015.

It is understood that the Shandong Branch of the Postal Savings Bank has achieved remarkable results through the optimization and adjustment of its business outlets, and the average profit per share has increased by more than 40%.

Straight face breakout problem

Firm retail banking positioning

In the "dilemma Breakthrough: innovation development and management to enhance the" just-concluded around the end of September on the theme of "2016 Bank of China 601988, buy 'Forum", the famous economist, financial and securities expert, vice president of Renmin University of China in Wu Xiaoqiu The forum said bluntly, "In the past two years, the environment facing China's banking industry has undergone major changes, and it belongs to the survival of the fittest."

“How many banks are there in China? There are more than 4,000. How many financial institutions are there? There are more than 30,000. There are also convenient third-party payment platforms everywhere. So many organizations, if they are still limited to the traditional deposit and loan business, What is the result? It is hard to imagine. Many executives in the banking industry also said at the forum that “banks must break through and must look for the blue ocean. Many competitors have brought pressure to break through and create opportunities for breakthroughs.”

Where did you break through? How to break through? It is plaguing many domestic commercial banks.

The “differentiation strategy”, “unique operating model” and “strong financial strength” are the three major advantages of the Postal Savings Bank. “As the first of the three characteristics, the network layout spread across urban and rural areas has laid a different development strategy for retail banks than other large banks.” The relevant person in charge of the Shandong Branch of the Postal Savings Bank told the Economic Reporter.

The Economic Herald reporter learned that starting from the network layout across the urban and rural areas, the postal bank's transformation of the network of branch classification management is also accelerating. As for the first-level branches, as the vanguard of the reform and transformation, the Shandong Branch of the Postal Savings Bank has its own set of “breakthroughs”.

“Taking large retail commercial banks as the orientation, planning and transformation go hand in hand, deepen the network operation efficiency and improve customer service capabilities. The Erqi South Road Sub-branch is a microcosm of the upgrade and upgrade of the Shandong Branch of the Postal Savings Bank.” Postal Savings Bank Shandong Branch The relevant person in charge told the Economic Reporter that in recent years, the Shandong Branch has focused on the overall network layout plan, optimized and adjusted some of the outlets, and at the same time, focused on the improvement of the operation efficiency of the outlets, software and hardware, and continued to improve the network service customers. The ability and level to improve the business environment of the outlets.

“In recent years, the business outlets in the jurisdiction have been basically completed, including the renovation and renovation of rural outlets. The service environment of the outlets has been greatly improved, and the customer experience has been significantly improved. In addition, the ATMs, CRS, self-service enquiry machines and self-services are accelerated. The modern self-service equipment such as folding machine, calling machine, self-service filling machine and self-service card issuing machine are equipped and updated to continuously improve the customer experience." He said.

It is understood that 71% of the outlets of the Postal Savings Bank are distributed in the county area. In these areas, the dependence of customers on the outlets is still relatively high. According to the planning of the head office of the Postal Savings Bank, it is necessary to build a three-dimensional financial service network system with O2O with the most offline outlets and rich online functions.

Based on this goal, the Shandong Branch of the Postal Savings Bank actively, continuously and intensively carried out the construction of rural payment environment, relying on the township resident outlets to radiate surrounding villages, and intensify efforts to build agricultural aid withdrawal points.

According to the latest data from the Economic Herald reporter, as of the end of June 2016, the Shandong Branch of the Postal Savings Bank has built a total of 42,400 rural aid withdrawal services in the province (excluding Qingdao) (one service per service point) Agricultural terminal). The farmer's withdrawal point can help the farmer to handle the balance/detail inquiry, assist the farmer's withdrawal (including the Bank, cross-bank), cash remittance, transfer remittance (including the Bank, cross-bank), payment of communication fees, and payment of social insurance premiums. In 2015 alone, the province's province's agricultural assistance withdrawal point was 2,093,900 transactions, of which 1,117,400 were for withdrawal transactions, and the transaction amount was 350 million yuan.

“At present, the coverage of agricultural aid withdrawal points is still expanding, and the service function of helping farmers to withdraw money is still being enriched and improved.” According to the relevant staff of the Shandong Branch of the Postal Savings Bank, the agricultural withdrawal point has been constructed as an extension. The last mile of urban and rural financial services has effectively solved the problem of insufficient financial services in rural areas, expanded the capacity of the Postal Savings Bank's inclusive financial services, and further extended the breadth and depth of services.